An unfortunate or fortunate side-effect of a digital media job is the frequency in which a conversation leans toward Steven Spielberg’s box office hit, Minority Report. Whether it’s discussing retinal scans, interactive monitors, or dynamic personalization of advertising, the movie has everything, including a side order of Tom Cruise crazy.
The whole is greater than the sum of its parts. According to a recent study, marketers, agencies, and publishers may recognize that a seamless experience across channels is important for consumers, but they are not yet following their targets down that path.
It’s not about traditional and digital channels anymore. Instead, it’s simply more screens. Now more than ever, it’s important to align all of these screens. According to a recent eMarketer article, nearly half of brand advertisers and agencies feel that online video is most appropriately aligned with TV, while 40% believe online video should be more aligned with display advertising. These findings reveal that more advertisers are finding value in a multi-channel approach.
Paywalls will not keep newspapers down. In fact, digital newspapers are on the rise. According to the Audit Bureau of Circulations, digital circulation (tablet/smartphone apps, PDF replicas, metered or restricted-access websites, or e-reader editions) now accounts for 14.2 percent of newspapers’ total circulation mix, up from 8.66 percent in March 2011.
Last week, I experienced advertising magic. Let me paint the picture for you. It all started with a typical meeting with a collective team of experts discussing an upcoming ad campaign. All of the basics were covered including the target market, messaging, budget, reach and frequency as well as the execution logistics. While the team was excited to launch this campaign, it almost seemed too easy and even a bit predictable.