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The word of the year for 2022 feels right out of science fiction. perma-crisis“Long-term instability and instability”. If you’re in the media and advertising business, that sounds very similar to what’s happening right now.
But despite the drastic speed changes (and free fall Among the best ad-supported companies like Meta, Snap, and Google, digital media isn’t fully entrenched, nor is it at all in crisis. It’s always been in a state of flux, and 2022 was no exception. In fact, I would argue that this change is all for the better.
of first banner ad Less than 30 years after debut. Search advertising is even younger than that. Social media was born 18 years ago, but TikTok has only been around for 6 years. Digital media technologies and tools are still in their infancy. Another new medium developed from scratch? Television. It took nearly 100 years for television to take off, but it still surprises me every year. We are in the early days of digital media. As much as the internet has become an integral part of our lives, the templates we use today are basic and unattractive. Too many sites, even the really good ones, are cluttered with poorly performing and poorly integrated ads. It’s hard to measure what works, and advertisers still don’t know what they’re buying all the time. Too much friction to get basic things done.
That is why I believe that the speed of change we are witnessing is a good thing and that we are discovering the true potential of digital media. These trends tell us that the best days of digital media are just around the corner. Here’s why.
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privacy is resetting the game
We have spent years collecting people’s data to advertise to them. Our industry has chosen to invest in collecting people’s personal data and spent years I came. This came at the expense of progress as an industry in other technology solutions such as less invasive and more useful contextual advertising. , created a creative that relied on coarse-grained personalization (name, etc.). attention time and engagement. It’s been profitable for platforms, but people find it annoying and creepy when you’re stalking them on the web. I’m here. Audience targeting initially gave people more interesting insights than ever before, but it is no longer effective and has not stood the test of time when it comes to new environments and platforms, or future privacy regulations. massive penalties Waiting for publishers and advertisers to evade the law. Fortune would be in favor of those who are currently staying away from cookies and identifiers.
context is everything
Every advertiser I talk to believes that creative execution is ultimately driven by contextual technology. So why haven’t advertisers moved quickly to understand context in the current way that it can now be leveraged at scale? Why not? Technology has already advanced to the point where it can understand the context of the digital environment. We can interpret words, video, audio and metadata to give you a comprehensive understanding of your environment and combine it with dynamic and engaging ad creatives. This allows digital ads to be created (without personal data) that consumers find useful and enjoyable wherever they appear. we have the technology let’s do this
It’s Time to Rethink Your Metrics and Focus Your Attention
Growing up, ads like the Calvin Klein CK1 fragrance in magazines caught my attention. I can still remember those advertisements. These days, creatives get lost in the chaos, people skip pre-roll ads, and the metrics we use for success are flawed, yet we keep at it. I need to double check how I measure. The digital advertising space is highly competitive, and simply having viewable ads does not necessarily guarantee success. You have to find ways to get attention and understand what drives people to action. Through advanced context and attention solutions, you can identify content and see if your ads resonate within your environment. A real-time optimization engine can then be used to programmatically deliver your campaigns in the most effective way possible. It’s a win-win-win combination.
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In-game ads are the next big thing
All brand marketers know games are huge. They play them, their children play them, everyone plays them. In-game advertising, especially intrinsic in-game advertising, is underdeveloped and highly coveted. Marketers can reach the most receptive consumers by integrating with the game world itself.there is Over 3 billion gamers Around the World—Some Groups Are Spending 6 hours or more playing at once. Talk about an engaged audience.Most ad inventory is currently available on mobile, but consoles and big-screen games are about to hit their stride. $18 billion by 2030Early adopters can reap the added benefits of an uncluttered advertising and media landscape and unprecedented scale.
CTV is a great, unstoppable freight train
Increased CTV spending 57% last year It reached $15.2 billion and is projected to more than double in the next few years.More importantly, 76% of his video buyers CTV is a “must have” CTV allows you to take advantage of data and formats not available on linear TV, thereby reducing your media planning budget. So why no brand safety solutions, contextual understanding of content, new ad formats? Are brands simply unaware of the advancements and availability in these areas? Why are they still relying on CTV pre-rolls rather than new formats tailored to current customers? AI , contextual intelligence, and the prevalence of more non-linear ad formats have made CTV ads work more effectively, and now that Netflix and other premium streamers are adding ads, advertisers CTV advertising will become even more essential in the mix. Advertisers who grasped the medium early will also be her CTV early winners.
Recession is real, but opportunities abound
Economic uncertainty, the rise of the US dollar against other currencies, and inflation are very real at home and abroad. Full stop. And advertising costs are coming down. But digital remains the single most effective way to target and reach consumers, and that isn’t changing anytime soon (think of the average American’s spending). 8.2 hours glued to the phone). Digital marketing is no longer a brand discretion. It’s a significant investment, and smart marketers can take advantage of the current advertising landscape to grab attention, breakout, and gain an edge. After all, when your competitors are pulling back, you may be the moment to get noticed.
Related: How to Build Digital Marketing Momentum in 2023