Digital advertising thoughts from the minds at MediaNet
Consumer activation (i.e. getting your audience to purchase your product) begins with generating awareness of your brand among that pool of potential customers. This is typically accomplished through programs aimed at delivering frequency-controlled exposures of your message to qualified eyeballs (i.e. your target audience). Branding efforts can help to establish not only awareness of a product and its benefits, but also an element of trust and emotional connection between consumer and brand that can subsequently sway favorability and consideration.
Up to now, Television has been the medium of choice for branding dollars – and with good reason. It provides efficient access to targeted audiences at scale and allows a brand to communicate with its audience through the magic of sight, sound and motion…all key elements in establishing coveted brand metrics like awareness, interest and intent.
But, consumer behavior is changing and the share of daily media consumption once held by Television continues to be eroded by digital channels. From desktops and tablets to smartphones and connected devices, over 80% of Canada’s population relies on the Internet as part of their daily routine; penetration currently averages 95.8% for adults 18-44 and 88.8% for adults 45-54 . If you haven’t considered it already, digital media should play a crucial part in your marketing efforts for this reason alone.
Although traditionally regarded as a direct-response channel, digital mediums have evolved along with their share of consumers’ time spent, and provide an array of attractive options that offer impact and controls akin to television along with digital-specific benefits.
1. Its flexible and dynamic
There are endless options for planning a digital campaign and the time to deploy or refine is minimal, making it possible to test and learn from your campaigns or to react to changes in strategy or market conditions at speeds unheard of in more traditional channels. You may choose to run a wider broadcast campaign to generate awareness at scale, or to target specific audiences (geographically, demographically, by browser/device, etc.) to hone in on a precise market. Whether you choose to flight surrounding peak seasons or want to stay top-of-mind year round, digital provides the flexibility to work with your ever-changing needs.
2. Its high-impact and feature-rich
Digital ads have evolved beyond the standard ad sizes, morphing into bigger, more interactive canvases that can provide rich and interactive user experiences – including rich features like video, hot spots, dynamic personalization and product galleries. In-stream video offers digital advertising opportunities that mimic the TV commercial experience, but with additional opportunities for interaction and the ability to record detailed user engagement metrics. Digital audiences actively engage with interactive ad environments, providing a potentially richer brand experience than more lean-back formats.
3. Its measurable
Digital advertising is a truly measurable medium. Every campaign reveals detailed analytics that breakdown exactly how individual ads performed across dimensions like: Geography, Audience, Time-of-day, Site, Day-of-Week, Context and more. The beauty of digital advertising is that data is captured virtually in real-time, providing the ability to immediately understand what factors are driving performance, and the opportunity to fine-tune your strategy in response to those discoveries over the course of every campaign.
Digital advertising is effective at targeting audiences at scale – now accounting for over 1/3 of all media spend in Canada . With real-time measurement and a flexible structure that is chockful of features, digital can effectively reach users on a one-to-one basis to provide both a memorable and engaging experience. Often pitted as the competitor to traditional channels, digital is proving to be a powerful and influential medium for marketing no matter what your objective may be.