You’ve seen and heard it all: ugly flashing banner ads, 30 annoying seconds standing between you and your online video, the same commercial after every 5 songs on your mobile radio.
With more than five million advertising enabled properties out there, consumers have learned to write off every online ad as bad or ugly until proven otherwise.
So how does an advertiser get through when people will pay extra time, money and effort to avoid commercials?
Well, you have to be really, really good. “Good media draws people into a brand relationship,” explained Lauren Tetuan Mehl, director of digital media, at the Media session of Deutsch LA’s DSchool. In this session, she shared some insights about media and how to reach people with good advertising when you are in a sea of bad, dated and ugly.
There are five important things to remember when creating ads today:
1. There’s a big opportunity in display media, if done correctly. Display media (such as banner ads) is the most trackable form of advertising. It is targeted and helps people discover “your thing.” The new banner ad is no longer about click-through rate. Instead, it’s about consumer interaction. A good ad will attract and engage the consumer in ways other than a click.
2. Media partnerships are creative and more effective ways of advertising. Instead of flat-out shoving an ad in the consumer’s face, media partnerships can be more subtle ways of matching a brand with something that the consumer is willingly seeking out.
3. Digital is now more like TV, and TV is more like digital. Everything is becoming interactive. Interactive TV devices allow you to download online content straight to your television, and online video streaming allows you to watch shows on your computer that you would normally watch on your TV. This provides more opportunities to reach consumers, and advertisers only have to pay for the number of consumers they actually reach with click-to-skip ads.
4. Paid social media is about amplification. As Lauren said, “Social media is great if you have the right content to push. Paid media can help amplify your message, but paid media alone will not drive the earned media needed for a successful social campaign.” Use it as an opportunity to build a relationship and expand your fan base, not as an end-all-be-all strategy.
5. Mobile is no longer optional. Due to the technology we have today, media no longer follows consumption. Advertisers spend the LEAST money on mobile, but consumers spend the second highest time on mobile devices, following TV. It is projected that by 2014, there will be more mobile Internet users than desktop internet users. Good advertisers are learning to capitalize on this by putting media multitasking to good use, such as allowing a commercial to be Shazam friendly.