How Brands Are Taking Back Control of the Message

The irony is that there have never been more media channels or screens to advertise on but it has never been harder to get your message to the intended target Although content marketing and native advertising provide an avenue for brands that want to be a little less overt in their advertising efforts consumers are getting smarter and know when they39re being sold toBut waitamp8230 There39s more Attention spans are decreasing among all demographics For the past four years each year the average amount of time people spent looking at their devices has increased but the average number of times they look at those devices each day has risen at an even higher rate So people are looking at these devices more frequently but in short amounts of time per session After all we live in an age where magazines and newspapers are reeling due to the alwayson nature of news and content it is more critical than ever for brands to quickly capture attention and provide content of relevance and value And that starts with knowing where to find your audienceThat39s why there39s so much talk in our industry about addressability But what is it In short it39s the ability to leverage stats dataamp160and personalization to target users where they absorb content with messages that are relevant to them It might seem quaint or even antiquated but the United States Postal Service can be thought of as one of the founders of the concept amp8211 the agency leverages demographic data and toplevel household data to help brands deliver relevant mail for example sending postcards and catalogs from colleges to houses with teenagers and delivering retirement planning mailers to homeowners nearing retirementNow technology companies media companies and brands themselves are using the same concept For instance we at a4 serve ads based on who we know resides in a given household and what their interests areamp160To some targeting seemed invasive but as people have less and less time for clutter relevant messages across all of their screens and inboxes have become more welcomed A couple with newborn twins probably doesn39t need to see an ad for a twoseat sportscar any more than a college student needs an ad for a minivanBrands can now use the same methodology to reach users across social display searchamp160and the increasingly important OTTCTV But that doesn39t mean TV has lost its luster Watching TV is still the nation39s most common leisure activity The average American watches approximately five hours per day and 60 percent of those viewers are likely to make a purchase after viewing an ad on TV compared to just over 40 percent who saw ads online or on social mediaEstimates suggest that advertisers will spend more than 2 billion on addressable TV in 2019 amp8212 and that combined with crossscreen addressable keeps users more engaged and significantly reduces tuneout and dropoffsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How Brands Are Taking Back Control of the Message

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William Kunkel

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How Brands Are Taking Back Control of the Message

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