The way we view media continues to change over the years—print, radio, television, mobile. As of 2016, U.S. adults were spending 10 hours and 39 minutes a day consuming media. That is 10 hours and 39 minutes an advertiser can use to display their digital ad campaign in front of their target audience. Below are the top three ways consumers are viewing media and tips for using each one during your digital advertising campaign.
1. Mobile and In-App
Mobile phones are everywhere. Everyone has one—Apple, Samsung, Google. Between social media, apps, and games we spend anywhere from two to four hours browsing timelines and crushing candy. For marketers and advertisers, that is two to four hours of possible reach to your target customer right in the palm of their hand. No wonder it is the fastest growing digital advertising format in the United States! With digital advertising and programmatic, it is possible for these marketers and advertisers to not only place their advertisements online but specifically target mobile users and even choose to place those digital ads in-app, as well. One tip when running a mobile campaign is to ensure that the sizes of creative being used fit mobile and are uploaded as mobile creative. Display advertisement sizes are different from desktop to mobile. Additionally, with Choozle, advertisers will be able to use data targeting and categorical selections for mobile web targeting and only categorical selections for in-app mobile targeting. It is important to explore the option and your target audience before launching a mobile or in-app campaign. What works for one company may not work as well for another!
SVOD, or Subscription Video-On-Demand, refers to companies like Netflix and Hulu that provide a range of services—movies, television shows, live streaming—for a monthly fee. It is estimated that 53% of Americans will subscribe to at least two SVOD services by 2018. This service has brought a major digital advertising topic to the surface, programmatic TV. Though it is not something readily available to the public yet (most programmatic TV is being sold in private marketplaces to big names like NBC). This form of digital advertising has yet to take off truly, but it is a piece of the puzzle that should be in the back of every marketer and advertisers mind as they build out their digital advertising strategies. With this technology, advertisers will be able to place advertisements right in channels like Hulu without having to go through the mess of traditional buying.
Along with SVOD, television will soon be a marketing channel that will be able to be purchased through programmatic mediums. Television inventory, like SVOD inventory, is slowly opening up to programmatic TV holding companies, making it a new channel for digital advertisers to reach during their campaigns. In recent years, advertisers have shied away from television advertising due to the expense associated with it. However, with new ways to purchase television inventory opening up and entering the digital advertising space, advertisers should expect to see costs dramatically decrease. Obviously, with programmatic tv, advertisers will have to go beyond static display ads into video. However, video is the fastest growing type of digital advertising and a highly engaging piece. However, it is important when exploring this option to take those costs into account before deciding to launch a campaign through this medium.
Right now, all three of the above are major channels for consumers to view media. Additionally, all three of these options are major channels for digital advertising now and in the future. With the constant innovations among media and how we view it, advertisers should be ready for constant innovations in their digital advertising strategies as well. Bringing in new ways to run digital advertising, like programmatic TV, is taking those campaigns to a whole new level with the ability to reach target customers in even more ways.