interactive brand experiences February 27, 2009Posted by nicholas gill in brand experience, five by five, Interactive Seven 2009, Marketing Week, online advertising, Steve Sponder.
Article by Steve Sponder, Five by Five’s Chief Digital Officer in Marketing Week’s Interactive Seven 2009. And the first airing of our new positioning, “ideas without boundaries.” Chime in with any thoughts.
People don’t separate the message they receive from a brand based on where they see or hear it. The Internet Advertising Bureau states that the internet now accounts for 18.7% of the total UK advertising market, with press display at 19.3% and TV at 21.7%. What we do online either adds to or takes away from the overall brand experience.
The challenge for brand owners is two fold. Where do you put your message; and once you have the space, how do you get a smarter and more selective consumer to engage with your content?
Here in lies the opportunity. Digital production is ever-evolving and more accessible than ever before, so every brand has the option to create richer and deeper brand experiences online. Campaign ideas can be created and expressed seamlessly across a growing spectrum of media – perhaps for the first time, ideas can be boundaryless.
Online advertising provides different spaces to build a brand experience. What makes digital advertising different and exciting for both brand owner and consumer is that online ads aren’t static. Consumers can interact with the content, play games within the space, watch multiple video streams, buy stuff and even change the ad themselves.
In today’s digital age, concepts for online advertising are increasingly being put at the centre of the campaign rather than an after thought. Brand storytelling can happen in different spaces that are linked together, with digital providing the richest part of the story.
Online advertising is by far the most measurable, reactive and immersive advertising medium. Data and ROI are part and parcel of any digital offering. Better still, you don’t have to wait to the end of the campaign to find out how it went. Data is immediate, optimisation is in real-time. Technological versatility also allows for effective campaigns to be rolled out globally and easily personalised to the end audience.
Brand owners have always known that it takes great branded experiences to engage audiences. Embrace the opportunity to find new and innovative ways to do this through digital advertising and you will get great results.