Technology trends are impossible to predict, but you can glean some insight into where the advertising industry is going. But the most important part of the equation is putting the consumer first.
At this year’s Advertising Week conference in New York there was a lot of talk about closing the loop on mobile. The increased number of screens that consumers have access to and the costs associated with getting your message in front of them continues to increase, making it harder to capture attention.
As a company with a foundation in data and measurement, cracking the code on multiscreen attribution is important to us, but we know that it’s not the whole story.
Brands have always understood that an engaged audience is a happy audience. So we are now seeing technology used in more creative and experimental ways to capture their audience. Measurement, plus engaging creative, is the key to success.
Here’s a look at some of the ads that generated buzz at this year’s event:
In advance of the season premiere of it’s blockbuster hit Homeland, Showtime launched a tactile, mobile ad that caused an Android phone to vibrate more than 60 times during the most dramatic scenes of the season’s promo on YouTube—making viewers feel as if a bomb was going off in their hand.
Don’t want to miss a great beach day? Nivea’s new sun alarm will wake you up. Oh, and the brand’s magazine ads feature a detachable bracelet to help parents keep track of kids at the beach. A magazine ad for the brand in Brazil contained a paper-thin solar cell that let beachgoers charge their phones while enjoying the sand and surf.
And brands will increasingly need to leverage those connections to consumers in real time to get ahead—such as Kit Kat, which poked fun at rumors that Apple’s iPhone 6 Plus was prone to bending, tweeting of its candy bars, “We don’t bend, we break.”
At the start of Ad Week, we announced our partnership with Atlas to start their new ad-serving platform. This will give our clients the ability to reach people across devices, helping companies get more for their advertising dollars.