There are now more places than ever before not just any eyeballs, but the right eyeballs. Clicks are now but one type of measurement at our disposal. Nielsen ratings are passé due to DVRs, web viewing, smart phone, and large public viewings.
When we talk to our clients, we discuss impact, reach, engagement and most importantly conversion. We’re entering a new age of digital consumption where viewers will choose whether or not they want to see your advertisement. That means we need not only the data, but the relevant creativity and interactivity, to influence emotions and the mind to cause real time behavioral change.
Consider that whether on your tablet, your mobile apps, and or even Google Glass, our viewing habits have changed greatly, so the best will create ads relevant, native and consistent to where you are and what you’re doing at any given moment, no matter the platform. Imagine the sophisticated targeting and analytics that result from cable top boxes equipped with IPs. As the distribution of TV and video becomes entirely IP-based, micro-targeting individual homes for ads – known as Addressable TV – will make the last ten years of advertising appear even more like the Flintstones “stone age” era by comparison.
Here are five ways a high-end digital marketing campaign can and should bring your advertising campaign into the 21st century:
- Customizable Street Ads: Think of driving or walking past billboards that change based on your interests. Once you download a company’s app to your smart phone, signals could be transmitted to the billboard with information regarding your demographics. Advertisers have the undivided attention of drivers and pedestrians, so maximize the potential for success.