Consumers are shopping everywhere, anywhere all the time, and their path to purchase is definitely not linear. With more new media channels come even more ways to advertise. But no messaging has any guarantee of really being noticed, as most of today’s consumers are bombarded with advertisements, seeing up to 10,000 each day. There’s a lot of competition for your buyer’s attention and fewer than 100 of these ads make it past their “attention wall” on a daily basis.
To make matters even more challenging, brands and advertisers are facing an ever-shrinking window in which to capture consumers’ attention. Recently, Procter & Gamble’s chief brand officer revealed that the average digital ad is viewed for just 1.7 seconds. Only 20 percent of ads are viewed for two seconds, which is the minimum standard for viewability.
Breaking through requires advertisers to reach consumers in the ways they prefer. They need to be able to fulfill consumer demand at any given moment, on any given screen and at any given place.
How can you and other advertisers activate consumers, get them into a store and incite them to buy?
With intelligent media delivery that’s channel agnostic and flexible.
Media companies often have an inherent bias, focusing on an advertising channel that serves them best. As a result, the brands that rely on those firms for their advertising efforts often have disjointed campaigns, at least from the shopper’s point-of-view. Brands need media companies to take into consideration the consumer’s overall behavior, their holistic path to purchase, or how, when and where they prefer to receive brand messages and offers.
New advances in intelligent media delivery, including improvements in data accuracy, personalization, optimization and measurement, have the potential to make advertising more effective than ever before. Rather than taking a biased, channel-focused route, advertisers need media that’s channel agnostic and flexible to how consumers engage. While technology is certainly part of the solution, it’s not the complete answer. Brands’ ultimate goals should be to:
- Understand where consumers are on the path to purchase
- Make a real connection with their audience at the right time
- Create delightful experiences for their buyers
- Deliver powerful brand messaging at scale across the channels that matter to the consumer
The clear takeaway is simply to reach customers on their terms.
It is the key to advertising success. Know how your customers want to be reached, what type of message speaks to them and the perfect time to do all this in their customer journey. Break through all the ad clutter using rich consumer data and intelligent media delivery.
See how we can help you reach your customers on their terms, go to: https://go.valassisdigital.com/4solutions