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BizReport : Advertising archives : September 04, 2014

Two trends that are changing digital campaigns

Before consumers can relate to a brand, they need to relate to an ad. The digital space and the wealth of data there is making it simpler for many brands to compete and connect. Moving into 2015, one expert identifies two trends he believes can change a campaign's trajectory.

by Kristina Knight

First, consumer relations are getting stronger, not weaker.

"Personalized online advertising emerged in the North American marketplace, and despite the difference in the relationship with the brands, that's why the European market is recognizing the true business potential of personalization. The emergence of this digital ad medium first evolved from repurposed television ads targeted to online audiences where one ad was intended to fit the entire target population. Today, personalized digital advertising is a reality that performs but is still developing in both regions, though more prevalent in North America," said Elad Ben-David, Creative Director, SundaySky.

For example, For instance, a computer manufacturer's advertisements could feature a family, a businessman and a college student, thereby delivering relevant messages for these three customer sub-segments.

Second, programmatic buying is showing its worth.

"U.S. advertisers are still working to fully adopt programmatic buying, and European advertisers are following in their footsteps, though this is more a function of the specific market. No matter whether you speak English, French or Italian, no one wants to be approached like she is just another consumer," said Ben-David.

Image via Shutterstock

Tags: advertising, advertising tips, advertising trends, SundaySky

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