New technologies and the changes in content consumption habits are witnessing a dramatic impact on advertising. Non-targeted banners, linear TV ads, newspaper ads are going to be replaced by smart advertising products that will enable brands to create an effective marketing dialog with relevant audiences.
The new generation advertising products use popular platforms that are becoming part of our daily lives:
- Personal Voice Services
Voice search is becoming more accessible and popular. It is a friendly application, easy to use and reliable.
This platform collects unique information about us based on linking the virtual assistant to our household appliances such as our fridge, for example, it gathers useful data – the type of products our family uses, our consumption rate of the products, shopping dates etc. These platforms open their doors to advertisers and offer new and attractive advertising products.
Advertising products that feature these platforms:
Intention Based Ad
An advertising product that is connected to the consumers’ buying intention, based on their purchasing history and data.
Ad per need
An advertising product based on information about products that are usually purchased and are currently missing in the fridge
Interests Based Ad
Information stored on the basis of consumption habits of the virtual assistant users is translated into consumption profiles – consumption of content, information, entertainment and products.
- Segmented Audio Services
A Podcast is (usually) a radio program broadcast on the Internet. A podcast usually consists of a sequence of programs and / or episodes and / or chapters. The beauty is that it can be listened to anytime, anywhere and on any device. In terms of marketing and media strategy, a podcast is the ultimate format of micro-publisher. It is usually managed by a person passionate for a certain category, who has set up a “radio station” and turns to a clearly defined, not very large audience, which is also passionate about the same category. This format features loyalty, involvement, repeated listening and a detailed and clear listeners’ profile, in short, the ultimate dream of every marketer.
67% of Americans over the age of 13 listen to podcasts. 22% do it on mobile. 85% listen to the entire program (or almost). The cost of advertising on the majority of podcasts is one of the highest in the industry, and advertisers understand the power of loyalty and involvement on this intimate format. Podcasts are one of the few ad formats that are well targeted and naturally integrate into the broadcast. The ultimate configuration (ads that fit into the consumer’s experience) of native advertisements.
Advertising products that feature in these platforms:
Micro cluster native and interests based ads
3. Personal Communication Platforms
Messaging platforms meet the personal and immediate need of consumers to communicate. Advertisers who find the right way to join the dialog between people will meet the first and fundamental goal of every marketing move – listening. As long as it is done in an elegant, non-intrusive manner, which provides value to the customer, based on familiarity with his needs.
Advertising on Messenger provides higher CTR
Clicking data on ads is considered the highest compared to any other platform. These performances are based on the advertiser’s ability to engage the participants in a way that does not interfere with their activity. Today there are more than 15 messaging platforms around the world with more than 150 million users each. These platforms maintain a ratio of MAU / DAU, ( Monthly Active Users/ Daily Active users ratio) which is the best in the media. The combination of high frequency of use and the ability to accurately target makes messaging platforms one of the most effective tools for marketing dialog.
Advertising products that feature these platforms:
Micro cluster native and snackable ads
It is an amazing advertising vehicle as long as brands take into consideration the needs of the users. In other words, short ads that fit the user’s experience.