How to Stand Out: Advertising in a Cluttered and Expensive Market

The Super Bowl. The Winter Olympics. March Madness. Out of any two-month stretch in 2018, it seems that February and March have the most consecutive advertisement-heavy events, leading to extensive digital advertising opportunities. Consider the numbers:

With all of these opportunities early in 2018, it can be hard to determine the best way to fully leverage the mediums available, make your message stand out, and get it in front of the right audience – not to mention ballooning traditional ad buy costs.

Today’s digital environment is more wide reaching than ever before. The continued shift to mobile advertising is expected to rise in 2018, as more than 87 percent of internet users now use mobile devices to access the web on a regular basis. Targeted digital advertising is a worthwhile avenue to directly engaging with audience specific to your campaign.

Location, Location, Location…or Digital, Digital, Digital

Advertisers are now more plugged in than ever – content platforms and publishers are offering space for ads at all hours of the day, in all locations imaginable. According to the latest Interactive Advertising Bureau study, digital advertising revenue grew 22.6 percent in the first half of 2017.

Consumers also typically experience media on two different screens. A 2017 Statista Report indicated that 89 percent of participants used their mobile phones while watching TV. Advertising revenues on mobile devices have seen a 40 percent increase from 2016, proving that mobile digital ads are more important than ever before.

If you are not advertising across a digital platform (mobile, social, etc.), you are missing out on a huge opportunity. To reach the right people at the right time, one must take advantage of digital targeting. Whether its audio ads delivered through your favorite Pandora listening station, or video advertising on a popular YouTube channel, many platforms can help you reach your intended audiences.

These three examples: Pandora, YouTube, and Comcast, provide a snapshot of the benefits of identifying and targeting your unique audience:

Utilizing the right platform for your audience is crucial for delivering your message. As the home assistant market continues to grow  – Amazon’s Alexa is now in roughly 20 million homes – partnership opportunities abound for digital ad placements on products that people order through voice. A recent AdWeek article reports that Amazon is considering introducing ads to Alexa and is in talks with companies like Procter & Gamble and Clorox.

The Foreseeable Future

In a recent Forbes interview, Bounce Exchange Co-Founder Ryan Urban, leader of the cloud-based behavioral marketing and analytics tool, talked about emerging trends in digital marketing. Urban remarked on the two trends he foresees as the digital marketing tools of the future: Push notifications and minimalist marketing.

On push notifications, he notes:

“Web push, which is really in its infancy now, will be ubiquitous. Most popular marketing strategies already have diminishing returns because consumers are desensitized to them. With push notifications, though, we’ve been trained to immediately respond. Whether it be Slack, a text, Uber or food delivery, we automatically click. I believe this new marketing frontier will become the highest-impact real estate.”

On minimalist marketing, Urban describes how the brands and campaigns that will thrive in the future are those that use minimalist marketing strategies, tactics that are non-intrusive and enjoyable to the consumer.

Imagine being able to send a push notification during an event to a registered voter, who you know is interested in a certain topic, which then spurs them to sign up for email updates from your advocacy group or coalition. Alternatively, consider the possibility of running a campaign simultaneously on three different outlets, knowing that one outlet’s users are much different the others, and tailoring your content accordingly. Through the innovative ideas of the digital marketing platforms we mentioned above, these capabilities are available, and will only continue to grow in popularity and effectiveness.