The changing landscape of advertising
Big data is everywhere. With an increasing number of marketing channels and targeting ads to suit consumer needs, the volume and velocity of the data have increased. The expectation is that this growth will increase even more with advancements in Virtual or Augmented Reality. The question now is: Given the number of ads consumers are exposed to, are they paying any attention to it? For marketeers the challenge is how to our marketing stand out in the crowd. Can we make media a more profitable part of our business? How are you evaluating your marketing performance and ensuring the best outcomes?
The future of media is now – comparing past and present face of advertising
The analysis of media and marketing is of vital importance, but it’s a complex world… In the past marketing analytics was quite simple. When Bell printed the very first billboard in 1835, measuring more than 50 square feet, people were impressed, the ad was visible. It was the biggest ad in town. Now Out of Home advertising is everywhere: on the tube, on the bus stop, when we cross the street, everywhere. It has all become a bit noisy and cluttered. In 1922 when the first radio broadcasting channel was created – anyone could buy 10 minutes slot for $100 and boy, did people listen – even when the slots were used solely for advertising. When in 1941 the first TV ad (for Bulova watches) ran, people watched this with interest – it was novel and interesting, so people paid attention. Some argue that these days when we listen to the radio on our way to work and we hear ads our brain switches off, we think about something else, drift away as we are used to “the noise” in the background. Equally when we watch TV, we skip ads, go to the kitchen for a cup of tea or just pause TV and forward to the next moment when we can enjoy the movie. Times have changed and we face different challenges – the first TV ad was during a time of great economic growth, now we face the uncertainty of Brexit. (If you would like to read about the changes in marketing due to changes in the economy please read our newest article on the “Economy in Marketing and the potential implications of Brexit”).
As a further illustration, the first click through banner (’94) had a click-through rate of nearly 50%! These days that would be incredible. Bill Gates in 2001 said that the incoming decade will be the decade of the digital revolution and he was right. With Social Media advertising, influencers and the newest edition from Sky – AdSmart – the scope of marketing channels is overwhelming. And with this comes the increase of volume and velocity of the data as well as the challenge of making the impact on the potential customer. In order to choose the best channels and the best placements for our business – Brightblue can help you to answer your questions. Have a look at “Which media channel drives the best ROI and why“. For more information or consultation from our expert team please get in touch with us.
The Brightblue team have decades of experience helping clients understand media efficiency by truly digging into the drivers of sales and revenue. We have experience across automotive, retail, travel, entertainment, telecoms, FMCG, white goods, financial services, health and many other sectors. Our unique way of modelling the entire client journey truly helps marketeers understand what they can do to shine in their organisation by driving business and making a real difference to their bottom line. Get in touch if you have any questions on this article or any of the ways Brightblue can help.