As technology continues to rapidly advance, so does the world of advertising. Not only because new technology allows for new ways of marketing, but also because advertising needs to stay fresh and up-to-date in order to keep up with the audience. Advertising is being shaped by the medium that it runs through.
Currently only 15% of America’s advertising spending is online with other forms such as television and newspapers still taking preference. This figure will grow as media consumption continues to rise online with traditional channels giving way to digital ones.
Most of us have learned how to ignore a lot of the advertising around us, which is why future advertising is becoming far more integrated into our lives. This way, it is less easy for the consumer to ignore and leads to more expensive advertising. According to Business Insider, advertisers are also trying to play on a more emotional level in order to engage more strongly with the viewers. Celebrities are also becoming more involved in advertising on behalf of brands that they support in hopes of forming a connection with the consumer.
Business Insider explains, “As advertising becomes more automated and driven by data, advertisers will want to collect and access even more data about you and your online activity, so their systems can figure out which ads are best for you to look at.”
I have experienced this as I once made the mistake of clicking on a sidebar ad for engagement rings. I thought my secretive sneak peak fantasy would never be discovered. Now ALL my sidebar adverts are related to wedding dresses, venues, wedding cakes and florists. Extremely clever personalised advertising. Slightly creepy too. And now thanks to target advertising, my secret is out.
Data Management Platforms:
Many large commercial sites are starting to use Data Management Platforms such as Red Aril or Demdex to collect both user behavior data in order to create audience “segments”. Apart from simple demographic based segments such as age or sex, advertisers can create complex segments for audiences mostly likely to transact with them. The transaction can be ecommerce based through to requesting a price or quotation.
It may be old news to some, but to others the idea of coupons being sent to your phone as you walk passed the particular shop is rather ideal. Not only smart, but tempting. And dangerous for some shopaholics who only need that excuse. Then there are products, such as the Kindle, which are selling for cheaper – IF you don’t mind the advertisement screensavers.
As the market shifts towards digital, advertisers will continue to forge new ways of connecting with consumers. I am interested to explore this further as we look at advertising strategies which attempt to cut through the endless sea of information in order to reach, connect and engage with their target market.
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