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Contextual 2.0: blazing a human trail forward for digital advertising

THE NFL DRAFT DRAWS 100 ADVERTISERS: THE WEEK AHEAD

Traditional Advertising May Just Die

Advertisers from internet, automotive, retail and insurance companies take up over 30% of the $200 billion ad market. Half of that ad-market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. They are how Google, Facebook and Amazon have made their fortunes.

Yet, even though mid-market advertisers represent such a massive chunk of the marketplace, they face many constraints with few tools to answer the most basic existential questions in advertising.

It’s a wonder their buying power hasn’t driven more innovation.

Limited inventory

Very often, the most visible, highest-attention, brand-safe inventory is only available to large national advertisers. Or it’s only guaranteed to large advertisers, who can afford lucrative national media deals. 

Take addressable TV, for example. It is possible to buy refined, targeted, behavioral audiences with live, linear, addressable TV. You want to reach pet owners watching CNN? You need an MVPD addressable buy. However, it’s going to require a minimum spend and it’s not likely to be available in select markets. OTT & CTV aggregators can help but only to an extent.

You want to reach pet owners that stream CNN? OTT/CTV aggregators can provide that targeting, even in select geographies and with much lower minimum spends. But the downside here is that the inventory will be bundled with a bunch of other content you’ve probably never heard of. The reality is that the mid-market brand can’t architect when or where their spots will air. 

Plus, many aggregators have started to command monthly minimums above $50K, which can be cost prohibitive for smaller mid-market players. When it comes to premium online display, direct publisher deals often come with geotargeting limitations, leaving mid-marketers with remnant inventory. Try buying The New York Times, Wall Street Journal or other premium digital publishers in select DMAs. It’s next to impossible.

And forget about the awareness impact of in-product placement. In-product placement deals, a strategic work-around to gaining brand exposure in non-ad-supported streaming content, is not available to mid-marketers, who have mid-market budgets and spot-market geotargets.

Lack of insight into walled gardens

Facebook, Google and Amazon are walled gardens. They’ve built sophisticated machine learning algorithms to allow for do-it-yourself campaign optimizations within their walled gardens. But there exists an informational white space of budgeting and channel allocation across the walled gardens. That cross-pollination attribution remains elusive to many mid-marketers because the tools to answer those questions are expensive and require loads of data.

True metrics just out of reach

The efficiency of audience targeting and low CPMs in digital media is good news for mid-marketers, especially smaller national brands. A digital-first plan allows for the efficiency of audience targeting. But the “reach” metric of digital-forward media plans is bad news. 

I have seen Nielsen studies where a digital campaign peaks at about 8% market reach. A deeper reach solution could be devised by layering digital solutions. But measurement of combined reach among multiple digital partners remains elusive. This is a big problem for mid-size brands spending the propensity of ad budgets on digital channels. 

Why is reach important? If you subscribe to the marketing science theory of “recency,” then you believe one impression at the point of need is more important than multiple impressions when the need doesn’t exist. With that in mind, reach is more relevant than ever. And tools that appropriately calculate and optimize reach across multiple digital platforms should be available to mid-market.

Obstacles to media planning

For media planners, there’s a big question mark around what media the target audience consumes, what touch points they trust, etc. This type of information is very hard to obtain at the mid-market level. There are social listening tools and AI audience insight tools that will provide some media usage, but their steep subscription costs lock out mid-market. And often the media outlets cited through usage studies are only available nationally, so the insight isn’t actionable if the brand is focused on an efficient DMA approach. What good does it do to my Atlanta media plan for pet food purchasers if New York Times over-indexes?

A missed opportunity in the middle

It doesn’t seem likely that mid-marketer planning, research and measurement tools will tier pricing to make themselves approachable to the mid-market. But, if they did, they may find a new marketplace. Either that or mid-marketers should form an industry consortium to address their specific ad needs. 

Immersive Learning: What is it and why does it work?

HR professionals: Here’s what you can do with a VR headset

Business Animation Usage and Trends.

Did you know that marketing through video content is one of the easiest ways to dramatically boost your brand? With the rising demand for information in the form of videos, it’s essential to invest in video productions to promote your business and brand.

AR visualisations can help in spinal treatments, research suggests

 The Augmented Reality Game that Helps Stroke Patients Regain Mobility

Augmented Reality and Virtual Reality are today’s trending topic. It is estimated that both technologies will explode in the coming years. Our future is going to run with AR and VR. In the coming years, people will become addicted to the use of these technologies as everything will run using AR and VR.In today’s time, every single person is adopting the technological trend and is going mobile using all the new technologies. By 2020, the total revenues in Augmented Reality and Virtual Reality will reach above 160 billion. A lot of changes are coming in the path of technology and these changes will fuel the market growth and provide new opportunities for business owners as well as to customers.

Virtual Reality

Virtual Reality disconnects people from the real world and takes them to another world where they can feel like they are living there, this is called the digital environment. This is the new technology generated with the help of software that creates an environment where people feels like they are actually living there. By creating an unreal and imaginary world, you can build environments that people can feel as well as enjoy just like the real world.

Virtual Reality is present in the market since many years, though some people are still not aware of this technology. Now, this technology is rising at an unstoppable rate and seems to have no end. In this super-technological world where nothing seems difficult, Virtual Reality can create unexpected situations and environments.

Augmented Reality

Augmented Reality is the new evolving technology with the potential to bring awesome virtual effects for humans. Augmented Reality has the ability to provide enhanced effects to people with the help of a new digital layer. AR offers more powerful effects when people wear the devices and got to face the same feeling as if they were standing in that actual environment. Compared to Virtual Reality, Augmented Reality provides a more powerful environment to people who are feeling it with the help of strong 3D effects. It helps people add a new layer between the actual and virtual world and helps them feel in a real way. Augmented Reality helps to add more features like it provides effects like human senses hear, feel, smell, and sight.

Augmented Reality/Virtual Reality for your business

Augmented Reality and Virtual Reality are with no doubt the top most evolving technologies that are taking the business to another success level. Industry owners are continuously looking for better technological updations to increase the standard of their business. Even customers always want the best and updated products from the market. Various industry sectors like Manufacturing, Healthcare, and Transport are exploring their reach and adopting Augmented Reality and Virtual Reality concepts. Entrepreneurs from different industry sectors are trying hard to find new and innovative technologies that will help their business to outshine and stand unique among competitors.

Product prototyping

In today’s time, every entrepreneur is aiming to improve their products and manufacturing style with the help of innovative technology. As the world is evolving with trending technologies to grab Augmented Reality and Virtual Reality, it has become an essential task for each business owner to look into this matter. If you want to stand among the top most entrepreneurs, then it is highly important to walk with current technologies. This is the time when you should look for improving your product base and add some value in it for delivering the best customer experience.

With the invention of Augmented Reality and Virtual Reality, you can boost the performance of your products based on different industries. Product prototyping will completely be digitalized with the help of AR and VR and you can experience it with a 3D view. This will definitely create a new path for manufacturing industries to save a lot of time as well as cost.

Augmented Reality in the transport industry

Augmented Reality is playing an important role in the transport industry. The transport industry is growing with the help of Augmented Reality concepts. The whole transport method is getting refined by using AR methods. You can track the vehicle status in a more appropriate and real ways using the AR devices.

With smart glasses connected to Augmented Reality technology, you can face safer road trips and traveling with your vehicle. The sensors attached to the smart glasses help keep track of your route. In this manner, one can face better road trips using smart glasses and this will definitely provide a huge profit to travel industry. That’s why business owners are looking forward to integrate their travel industry with Augmented Reality for delivering better features at the customers’ side.

Augmented Reality and Virtual Reality in the healthcare industry

With the evolving technologies, AR and VR are booming in the healthcare industry. Now, with the help of Augmented Reality, the surgeries can be performed more accurately. As with AR, you can view the organs from multiple angles in 3D view and in real-time. This is the biggest advantage of surgery as the whole process of surgery will become so accurate and precise and will help surgeons to perform surgery successfully.

Virtual Reality is adding other benefits in the medical industry and one of them is dealing with patients’ phobias. If some patient is facing any kind of phobia like flying or swimming, then it can be cured by creating a virtual environment. In this way, Virtual Reality can help patients to conquer their fear and cure phobia.

Augmented Reality Startup Magic Leap Taps Microsoft Alum

6 Video Marketing Trends for 2020

It’s 2020, which means many companies are planning for the new year by developing strategies for their marketing content. Many of those companies will choose to incorporate video content this year, taking advantage of video’s many benefits and supplementing other written and visual content with more dynamic options. To aid in this process, we’re sharing our analysis of a series of video production trends that we believe will dominate video campaigns this year. Let’s get started!

The year 2020 presented itself with a different face. One that most of us never anticipated. The pandemic has forced us into a new reality.

A lot of team leaders are beginning to realize that the answer to surviving in this new world is ‘flexibility’ – a break from the traditional way of doing things. You would want to know how to boost productivity while working remotely, even when you’re in the film/TV production industry.

The COVID-19 crisis has thrown businesses into a state of turmoil and unprecedented uncertainty. As we return to the new normal, many individuals and business owners are now being forced to reinvent themselves and implement new strategies to cope with the changes.