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BizReport : Blogs & Content : January 25, 2012


How digital content is changing the Interwebz

Digital content - whether in the written word, music or video - is changing the way people interact on the Internet. It's keeping them online longer, on favorite sites longer and has them sharing funny, scary or thought-provoking content. And all of that can be a boon to brands savvy enough to sponsor or advertise with that content. Or to create content of their own.

by Kristina Knight

"If you look at traditional media the number of television hours that the audience consumes is still growing slightly, even after 40-some years of analyzing it. There is this interesting thing happening now with content consumption because in some cases it is the same content that is just being consumed in a different way and now we're counting it differently than it's been counted in the past," said Eric Picard, Chief Product Officer, Traffiq. "I don't know that there is more content consumption, I think there is a finite amount of time each day and people can only multi-task so much; so it's more a difference in how people are engaging with content. And, more importantly, social media and sites like YouTube are having a bigger impact because this is new content, not just repackaged content."

The key, says Picard, is creating the right strategy for using digital content. Do you want to create more traffic to a website? To increase sales? Do you want increased traffic and sales and to become a go-to destination point? Whatever your overall goal, the first step for brands is to create a strategy that will grab consumers' attention.

Partners like Traffiq can help brands create those strategies. The media management platform is built so that advertisers can easily find sites that index against campaign goals, that distribute bulk RFP's and use real time bidding to optimize campaign ROI. For small businesses, especially, this kind of partner can spell the difference between goal success and failure.

"For SMBs we offer self-serve media planning and buying aimed at smaller, regional ad agencies," said Picard. "We are targeted to practioners and marketing directors to increase their brand and manage campaigns."






Tags: content advertising, content trends, digital content, Traffiq, video content








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