Tradigital vanquishes disintegration
By Mark Sherman, founder & CEO, Media Experts
The media landscape is changing at an exponential pace. As we approach the 20th anniversary of the web browser, a recent survey found that only 30% of U.S. advertising executives felt that they were digitally savvy. I’m guessing those were the 30% who work
in digital.
In an effort to focus expertise, the media world has been segmented into online and traditional silos. Two teams, two clients, two briefs, a disintegrated approach, with disintegrating effects.
The next big thing is “Tradigital” (a term Media Experts trademarked). It’s an integrated approach to digital and traditional media that recognizes the respective roles of the different genres of media in stimulating purchase decisions and orchestrates them to bring maximized, measureable ROI.
Tradigital acknowledges that online behaviour is consumer behaviour, behaviour reflective of stimuli from both the online and the offline worlds. Tradigital recognizes that the prospective customers visiting your website are the same folks watching your TV commercials, often doing so at the same time.
Tradigital allows us to use online behaviour to track the effectiveness of online and offline media, not simply the correlation of TV airings with search activity, but also by employing a bevy of social media monitoring tools to gauge evolving brand sentiment and purchase intent, all in real time.
By ripping down the silos we’ve discovered that there is one consumer, one purchase decision and one media mix. Who knew?
Data brings sexy back to advertising
By Bruce Neve, president, MEC
As all media becomes digital, and content and consumers fluidly move from one platform to another, more interconnected data will be available to enable faster, better decision making.
Addressable TV, which can target a defined consumer is being tested in the U.S., U.K. and soon in Canada. In the near future, we could buy a 30-second commercial on a network show and deliver different messages to different households in the same timeslot depending on their profiles. With messages tailored to defined consumer profiles, ad relevance and active engagement will increase dramatically.
In the online world, personalization and behaviourial targeting/re-targeting is already an important and effective part of our marketing effort. As digitization becomes a reality for all media, the use of ad serving technology and opportunities to connect multiple data sources will dramatically enhance ongoing targeting/optimization efforts. For example, web analytics can be linked directly to a retailer’s inventory data so that out-of-stock products are given less site visibility and any consumer search is directed to comparable products.
We will create target audience segments based on behaviour rather than demographics and attitudes.
Privacy issues will be front and centre as the industry moves forward. It is important that the industry self-regulate and ensure that we target without ever personally identifying individuals, and that we give consumers opt-out opportunities at several stages.
Becoming data-centric will connect marketing, communications and sales, allowing us to shift the conversation from media efficiency to business impact/effectiveness.
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