Traditional Media’s Target Online Advertising

Traditional Media’s Target Online Advertising

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Jared Craig

Colour Expert at Capital Colour
Profile photo of Jared Craig

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The marketing landscape has seen drastic changes in the past few years. Budgets and attention have shifted away from traditional media and are now focused primarily on online. It’s easy to understand why – its cheap, easy and above all else targeted.

The focused nature of online advertising is something the CMO’s of the past could only dream of, but in my opinion that’s the only desirable aspect to this new marketing tool. Let’s face it the Internet is not known for its substance or reputability, the content has no tangibility and can be easily ignored. In fact, the majority of Americans say they ignore Internet advertising the most compared to television, radio or print. Results of a new Adweek Interactive survey of about 2,100 adults show that over six in ten respondents say they tend to ignore or disregard Internet ads altogether.

Consider the recent growth in Ad blocking software. Use has exploded, growing 41% globally in the past 12 months. It’s estimated that it will cost publishers nearly $22 billion during 2015. This has made it a pressing issue in the boardrooms across the world.

Even if your ad isn’t being blocked or ignored, there’s still the issue of where your ad is being placed. According to a recent article in AdAge, Kraft is now rejecting nearly 85% of all ad impressions because the impressions were found to be fraudulent, unsafe, non-viewable, or originating from unknown or undesirable sources. This news should send chills down the spine of every marketer. Kraft spent $35.9 million on Internet advertising in 2013, according to Statista.

With all the outlined issues we begin to paint a picture that online marketing isn’t the all-in-one perfect solution. It’s a fair assumption that this may be a bubble and we can expect to see efforts shift elsewhere. Where to? Technology has given the old mediums of television, radio and print a new lease on life, allowing them to target individuals in the same manner that made online advertising so desirable.

Cable TV is loosing ground to the growing popularity of streaming services. This offers Networks and Marketers the ability to shift away from the rigid platform of cable, to a dynamic environment that can be personalized for individuals. A leading example of this is the popular streaming service Hulu. They promote their ability to target individuals, pairing ads to specific demographics. While still in the early stages I expect this to take flight as they learn how to better leverage the personal information available.

Print has had the ability to target individuals for nearly 20 years with the use of variable data printing. While the personalization in the past was simplistic, typically just adding a persons name to a direct mail piece, it was effective. Studies showed that targeted direct mail could be 3 – 10 time more effective than its static counterpart.

While the implementation of this technology into the modern era of big data has been sluggish, there is no denying the fact that there’s huge potential. A well-executed variable data campaign will create a relationship with the target audience. It will have successfully grabbed their attention, responded to their personal situation and needs, and provided a solution.

As for Web advertising – one can only hope brands and publishers alike realize that they need to get more creative. The Internet has become a large and crowded place where it’s easy to get lost. Ultimately it’s going to be the marketers that learn how to leverage the strength of all medias to produce captivating, empowering campaigns that will succeed. Things like QR codes and PURL’s can work to bridge the gab between online and offline, creating a harmonious experience for the audience.

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