Nowadays, each individual has his own Smartphone, a laptop or a tablet. The days that used to gather people around a movie that is interrupted every now and then by an advert are gone. The rise of internet streaming services, video gaming, and social media platforms just made it worse. We would think that that's it, TV advertising does not worth it anymore, people are spending much more time online than watching television. Obviously, technology change and people habits are changing even faster, but brands are still extremely reticent about allocating a large portion of their advertising budget to the internet.
Although the television has undergone threatening shocks due to the competitive activity of online video provider’s services such as Netflix and Amazon, the latest studies stipulate that TV is still by far the most effective advertising medium. The last five years saw the TV advertising effectiveness remaining the same and even overachieving the digital performance at KPI metrics such as sales and new subscribers. These findings might be due to cultural reasons. For decades the TV programs were interrupted by Ads that were the only audiovisual source of information, entertainment, and appeal for the audience. Besides, the consumer is bombarded daily with a large volume of ads targeted to them. Moreover, The consumer in the online world is more and more informed, possessing numerous choices and means, and aware of the online advertising tricks. In addition, online advertising is in a censorious stage with marketers forever testing what would work and what would not. The consumer is getting "out of their heads", becoming more critical and more likely to avoid online ads.
EE the British mobile network operator and internet service provider challenged these findings when they said that digital can drive much higher results than a TV campaign if you are courageous. The brand decided to team up with YouTube Channels owners and Vloggers as well as being highly active in the most used social media platforms such as Facebook, Snapchat, and Twitter to push their digital campaign. They believe that with an engaging and entertaining content over a relatively long period of time that involve choosing the football players of each team, the music to be played during the match and broadcasting the match online on a YouTube channel, they will be able to attract a large audience and ingrain trust within them.
Obviously, the objective of advertising is still the same "the audience". But with the growing young population, that is favoring Smartphones and raising challenges related to ads avoidance and ad blockers, being brave is not anymore a choice. It is a necessity.
Recent studies showed that 41% of overall internet users block ads and sixty-three percent of them use ad-blocking computer software that got very popular especially among the category aged 18 to 34 years old. For instance, around 2.3 million download the AdblockPlus extension every week which is a demographic that marketers cannot attain utilizing their common traditional online marketing strategies. Besides, according to the Association of National Advertisers, 11% of ad displays and 23% of video ads are not exposed to a real human being; as an alternative, robots generate false impressions "Illusions".
The ad-blocking tools might get rid of the ads either they are text ads, banner ads, sponsored content or video pre-roll, they also warn the user when the content has a tracking code within it. These tools affect the marketing efforts employed to get useful insights from customer visits. Blocked, the tools and measures that marketers usually use to analyze the visitor's activities will be affected and reflected on a wrongly improved customer experience.
Marketers need to focus on different methodologies and have to make sure their ads are visible to their targeted audience.
- Video content: recent studies stated that the millennials spend on average 3 hours per day watching YouTube content which means that 2017 trend would be video content. Marketers cannot keep showing to people content they do not like to see. Instead, they need to be original and relevant. It is primordial to move on from disruption to attraction and engagement.
- Omnichannel experience: with the new Sky service Adsmart, marketers will be able to track the customer journey and analyze the user's viewing behavior across a variety of devices as well as multiple platforms. They will have the possibility to build much more effective advertising solutions that can enhance the consumer experience.
Recent studies showed that 41% of overall internet users block ads and sixty-three percent of them use ad-blocking computer software that got very popular especially among the category aged 18 to 34 years old. For instance, around 2.3 million download the AdblockPlus extension every week which is a demographic that marketers cannot attain utilizing their common traditional online marketing strategies. Besides, according to the Association of National Advertisers, 11% of ad displays and 23% of video ads are not exposed to a real human being; as an alternative, robots generate false impressions "Illusions".
The ad-blocking tools might get rid of the ads either they are text ads, banner ads, sponsored content or video pre-roll, they also warn the user when the content has a tracking code within it. These tools affect the marketing efforts employed to get useful insights from customer visits. Blocked, the tools and measures that marketers usually use to analyze the visitor's activities will be affected and reflected on a wrongly improved customer experience.
Marketers need to focus on different methodologies and have to make sure their ads are visible to their targeted audience.
- Video content: recent studies stated that the millennials spend on average 3 hours per day watching YouTube content which means that 2017 trend would be video content. Marketers cannot keep showing to people content they do not like to see. Instead, they need to be original and relevant. It is primordial to move on from disruption to attraction and engagement.
- Omnichannel experience: with the new Sky service Adsmart, marketers will be able to track the customer journey and analyze the user's viewing behavior across a variety of devices as well as multiple platforms. They will have the possibility to build much more effective advertising solutions that can enhance the consumer experience.
No comments:
Post a Comment