(The-MakeGood.com) – The 2008 election ushered in an era of internet-based voter engagement, but that was about a million years ago in terms of how quickly the web has come to dominate nearly every aspect of campaign strategy, voter opinion gathering and messaging machinery. Today, if marketers, publishers and brands want to profit from what’s already been hailed as America’s first truly digital presidential election, then we too have to be prepared to service the 24/7 candidate and political party campaigns that want to turn on a dime their estimated $9.8 billion for targeted advertising to support the 2012 campaign.
What makes an ad effective? Nielsen lists the top five characteristics of ads that exhibit strong brand linkage among consumers, including brand cues early and often (visual and verbal), leveraging the brand icon, integrating the brand in a storyline, establishing ownable creative concepts, and using messaging as a brand cue.
A few weeks back in an article published on Centro’s blog titled “What do you mean you don’t see my ad?” I wrote this about viewable impressions: “What if print advertisers only paid newspapers for the ads that were seen by their intended target? As in, “Hey, our ad on page 5, Section B wasn’t seen by 34.5% of the audience, so we’re only sending you a check for part of the contract.” Not possible? The stuff of a futuristic Sci-Fi world where devices are implanted in our eyes and monitored by unseen beings?
A few weeks ago, I was struck with inspiration. I was graciously invited to tag along with the Centro Marketing team to the Prince concert in Chicago. Midway through the show, Prince requested everyone get out their phones to illuminate the arena. Phones have become the new lighters at concerts. Thousands of small illuminated screens dotted the arena.
It’s a lingering question on the tips of tongues of many media professionals: What’s the true worth of mobile media? And it’s a question that’s commonly followed by a slew of others: Does the medium’s true worth have yet to come? When it arrives, what will that worth represent to advertisers in the scheme of a larger media mix? And what distinctive role can mobile be relied upon to play?