The modern consumer has evolved into a complex and illusive idea. We are fickle. We change tastes quickly. We migrate to services in droves and leave just as quickly. We are a force to be reckoned with and capturing the individual attention of this force is nearly impossible…but there is hope.
Humans inherently gravitate toward authenticity — in relationships, in business and in experiences. Our ecosystem is no different. Marketers gravitate towards ways to create a more authentic connection with their customers. As programmatic evolves further and gets even smarter, some people revere it, some people fear it, and many people are unaware of its true power.
Here’s the truth: ad tech is fundamentally changing the way advertising is bought, sold and consumed. And that’s not a bad thing. In fact, to put it simply, technology is helping to improve the advertising experience for you – the modern consumer. To make your connections with advertising that much more authentic and relative to your interests.
When the internet – as we know it at least – came about, we all made a grand deal: endless free content and entertainment, in exchange for ads. In the last twenty years, advertisers have delivered upon this deal poorly. Programmatic technology is helping us turn the tide, enabling advertisers to turn this deal into a bargain for consumers.
Using anonymized data to learn what devices you use and when, what products you have an affinity for, we gain an understanding of what kind of consumer you are. This knowledge enables marketers to create custom ad experiences that align with your unique interests and allow brands to forge one-to-one connections with each individual in its audience.
Though all of digital advertising aims to improve the user experience, the most genuine connections are built through immersive advertising. Through channels like audio and native, marketers are able to weave their messaging seamlessly into the consumer’s day. The key to this method is in both, its style and its approach. Not only is the messaging contextually relevant to the user, but also it engages the user within their selected frame of action.
With audio, for instance, you could be listening to “Motivation Mix” on Spotify during your morning run and hear an ad for a sale on Asics at your local sporting goods store. Similarly, with native, ads are molded to match the aesthetic and context of the content the user chose to participate in. They are embedded within content, crafted to appeal your interests. And it works, too. According to Sharethrough, users are likely to engage with native ads 52% more than banner ads.
As noted above, this type of immersive advertising allows advertisers to connect with you within the context of the environment you chose for yourself. Aligning with consumer interests encourages a genuine connection between brand and consumer – and perhaps even a mutual appreciation down the road.