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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.The impact of the digital future
Written by Alex Marks, UK Head of Marketing, Microsoft Advertising
This is a critical time for the advertising industry. We’ve seen enormous changes in the market, infrastructure and audiences over the last decade and the rate of change isn’t going to let up. What’s the impact of these changes and what do they mean to your business, now and in the future?
Advancement of technology has meant that behaviours are being expressed in different forms but the motivations are the same. The internet is merely another platform on which these behaviours are exhibited. Our online world is increasingly mimicking the offline one. Think post office – think Hotmail, think social clubs – think social networks, think shops – think Amazon and think newsagent – think newsfeeds.
Below we discuss a number changes to consumer behaviour that relate specifically to display.
Advertising on mobile is becoming a major business with new display advertising solutions. These allow advertisers to connect with their target audiences at home, at work and on-the-go across multiple platforms, devices and geographies, meeting increased demands for new premium ad inventory.
Mobile is likely to be the main access point in the future along with foldable screens, so it will be present in most people’s pockets. Unlike adults, teens are quite comfortable reading multiple screens and information online – they will take this behaviour with them and embrace e-Readers.
There are major challenges to overcome in the near future however, primarily costs have to come down for both the consumer and marketers. Secondly, display on mobile is likely to have even more emphasis on branding than just click-through. This inherently brings its own challenges such as measurement and marketers understanding the power of online brand building.
As connection speeds and download times improve, more and more display advertising will be video-based offering advertisers compelling new opportunities to engage and interact with their audience. Already video based adverts are achieving excellent results as they grab attention quickly and offer a better user
experience.
The evolution of video in display advertising is set to happen extremely quickly now that marketers are more comfortable with using video online. Video will become more interactive and display ads could become a method of delivering ad funded content to consumers.
A specific area for improvement in video will include reporting and measurement – do we measure when a video starts, the amount of time watched, or in the case of interactive video, where a person clicks and when? These are all questions the industry is asking and creating solutions to.
There is also a great opportunity to reach consumers via social networks, provided it is done courteously and in a non-intrusive way. Research has shown that consumers are receptive to display advertising and will forward, share and talk about brands that are relevant to them with their friends.
This will continue to evolve and develop as the market expands. We are seeing an increasing acceptance and indeed demand for both branded content and widgets/gadgets over straightforward advertising. Subscription seems to work when you have a high quality, and highly demanded product with few alternatives.
Social networks and social media on regular sites is a relatively unexplored area for advertisers, yet it is this content that internet users crave and use. The social aspect of the internet is integral to consumers and in the future it will have to be integral to marketing plans too.
Networks, ad servers and exchanges are working wonders for display advertising’s reach and this is only set to continue. Internet users don’t browse a select few websites within a network, and your advertising doesn’t have to be restricted.
Over the next few years we will see new ways for you to deliver display advertising to thousands of websites but with absolute control for marketers. Thanks to the internet, you will be able to protect your brand while making the most of vast networks and of course, social media.
Display advertising’s future is brighter than ever and hopefully this
handbook has inspired you to use the format in new and exciting
ways throughout 2008 – 2009.
To leave you, we decided to give you three top tips to think about
when running your display campaigns for the future:
1. Invest in your brand online. Brand is about experience, reference, and visibility. The internet is not just a place for response. It is an experiential medium as never before and those who do not use its full range of abilities to build their brands will wither.
2. Content is always king. UGC may not be as popular amongst advertisers but remember the audiences that You’ve Been Framed commanded. People are still fond of looking at other people!
3. Don’t be afraid to let the consumer take control. Business models will have to adapt and be flexible. If you remain rigid you will fail. Explore new ways to build, distribute and monetise content and let the consumer guide you.
[back to top]
This is a critical time for the advertising industry. We’ve seen enormous changes in the market, infrastructure and audiences over the last decade and the rate of change isn’t going to let up. What’s the impact of these changes and what do they mean to your business, now and in the future?
Advancement of technology has meant that behaviours are being expressed in different forms but the motivations are the same. The internet is merely another platform on which these behaviours are exhibited. Our online world is increasingly mimicking the offline one. Think post office – think Hotmail, think social clubs – think social networks, think shops – think Amazon and think newsagent – think newsfeeds.
Below we discuss a number changes to consumer behaviour that relate specifically to display.
Mobile display
Advertising on mobile is becoming a major business with new display advertising solutions. These allow advertisers to connect with their target audiences at home, at work and on-the-go across multiple platforms, devices and geographies, meeting increased demands for new premium ad inventory.
Mobile is likely to be the main access point in the future along with foldable screens, so it will be present in most people’s pockets. Unlike adults, teens are quite comfortable reading multiple screens and information online – they will take this behaviour with them and embrace e-Readers.
There are major challenges to overcome in the near future however, primarily costs have to come down for both the consumer and marketers. Secondly, display on mobile is likely to have even more emphasis on branding than just click-through. This inherently brings its own challenges such as measurement and marketers understanding the power of online brand building.
Video
As connection speeds and download times improve, more and more display advertising will be video-based offering advertisers compelling new opportunities to engage and interact with their audience. Already video based adverts are achieving excellent results as they grab attention quickly and offer a better user
experience.
The evolution of video in display advertising is set to happen extremely quickly now that marketers are more comfortable with using video online. Video will become more interactive and display ads could become a method of delivering ad funded content to consumers.
A specific area for improvement in video will include reporting and measurement – do we measure when a video starts, the amount of time watched, or in the case of interactive video, where a person clicks and when? These are all questions the industry is asking and creating solutions to.
There is also a great opportunity to reach consumers via social networks, provided it is done courteously and in a non-intrusive way. Research has shown that consumers are receptive to display advertising and will forward, share and talk about brands that are relevant to them with their friends.
This will continue to evolve and develop as the market expands. We are seeing an increasing acceptance and indeed demand for both branded content and widgets/gadgets over straightforward advertising. Subscription seems to work when you have a high quality, and highly demanded product with few alternatives.
Social networks and social media on regular sites is a relatively unexplored area for advertisers, yet it is this content that internet users crave and use. The social aspect of the internet is integral to consumers and in the future it will have to be integral to marketing plans too.
Extreme reach
Networks, ad servers and exchanges are working wonders for display advertising’s reach and this is only set to continue. Internet users don’t browse a select few websites within a network, and your advertising doesn’t have to be restricted.
Over the next few years we will see new ways for you to deliver display advertising to thousands of websites but with absolute control for marketers. Thanks to the internet, you will be able to protect your brand while making the most of vast networks and of course, social media.
Display advertising’s future is brighter than ever and hopefully this
handbook has inspired you to use the format in new and exciting
ways throughout 2008 – 2009.
To leave you, we decided to give you three top tips to think about
when running your display campaigns for the future:
1. Invest in your brand online. Brand is about experience, reference, and visibility. The internet is not just a place for response. It is an experiential medium as never before and those who do not use its full range of abilities to build their brands will wither.
2. Content is always king. UGC may not be as popular amongst advertisers but remember the audiences that You’ve Been Framed commanded. People are still fond of looking at other people!
3. Don’t be afraid to let the consumer take control. Business models will have to adapt and be flexible. If you remain rigid you will fail. Explore new ways to build, distribute and monetise content and let the consumer guide you.
[back to top]
