Interactive advertising is evolving at a rapid rate, providing opportunities but also bringing complexity for brands. A new webinar will discuss how advertisers and their agencies can benefit from streamlined platforms and processes to reach their audiences.
Interactive advertisements have been around in some form or fashion for more than two decades. Since its beginning, the realm of media online has become more sophisticated and is evolving rapidly.
The level of integration is such that advertising platforms can combine technology and expertise to give advertisers access to a full-service of media that includes connected television (CTV) as well as display audio, video, and OOH (OOH) advertisements.
For example, Infillion, a business that specializes in connecting brands to customers in real-time, states in their latest report examining the new customer journey: “Instead of recreating the traditional linear marketing funnel and trying to dictate the customer’s path to purchase, this new approach prioritizes a customer’s individual experience across a range of touchpoints – both physical and digital.”
This is an exciting time for media and advertisers teams as they can deliver an appealing mix of high levels of customer care, innovation as well as trust and the ability to scale. But there are also worries with regard to the client and agency teams about the increasing challenges of creating connected digital ads against the demands of audiences.
This is especially challenging because, to the people who watch these ads, it is just an advertisement. They aren’t aware or concerned about the distinction between display, social or native, however, they expect a unison experience across each.
The next question is whether the procedure can be reduced to meet the demands of the people who are that are targeted. This is a major issue with regard to media industry structures, particularly in the case of independent advertising agencies. They do not necessarily have the resources of huge corporations, however they they are more likely to undertake full-service campaigns, where the goal is to integrate everything for an organization or brand.
This is a major industry problem that was recently highlighted in the past by Tim Nollen, a senior analyst in media tech for Macquarie, who told the Wall Street Journal: “The complexity and the fragmentation that has only increased in the ad market over the last many years has actually just fed into the capabilities and the expertise of the ad holding companies.”
However, these holding firms aren’t the only solution as new methods and tools are being developed to simplify and streamline the process of interactive advertising by bringing everything all in one location and eliminating any complexity.
Untangling the intricate Web of Digital Media
For a discussion on the issues at hand, the Drum’s chief reporter Kendra Clark will be joined by Christa Carone, president at Infillion as well as Carl Fremont chief executive officer of the Quigley-Simpson, a specialist in performance marketing. an online seminar that will solve the most difficult issues around media complexity and examine the key solutions and opportunities to streamline, simplify and be successful in today’s fragmented media environment.
Themes that will be covered include:
- The development of the media landscape and its consequences on the roles and expectations that media organizations have
- What makes media buying an extremely complex process, and the hurdles for agencies and marketers to overcome
- What do people think of the media landscape? Do they truly understand the distinction between the various kinds of ads?
- What media and marketing teams can do to ease the process
- The advantages of a modern media buying platform and how it looks like.