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Out of home advertising has evolved considerably and is no longer confined to static posters and billboards. Digital screens are becoming increasingly commonplace and as well as being able to deliver a richer and more dynamic advertising experience, the also have the capability to interact with hand-held devices to facilitate dialogue with consumers.
Due to internet, the one way conversation between advertisers and consumers has been replaced by dialogue particularly through the use of blogs and forums. Advertisers have subsequently tried to up the ante by creating their own ‘fake’ user generated content, pretending to be the voice of the people…
Video is now ubiquitous and no longer confined to a single screen in a single room. We are seeing a significant shift in consumer behaviour advanced by faster PC’s and quicker broadband speeds. Advertisers now have the opportunity to reach consumers while they consume video on their PC’s, TV’s and mobile phones.
Google has announced the lifting of a ban on one company bidding on another companies brand name to trigger its own ad. The results could be significantly inflated costs for the advertisers trying to own their brand name.
Media planner buyers have the task of making sure clients budgets deliver the required the ROI. There are a number of different digital media channels available to deliver this and much like a Fund Manager, it is our job to ensure we achieve the right balance. Ad exchanges represent a new opportunity in the digital medi market which capitalise on under utilised publisher inventory.