Sep 17 | Hannah, Assistant Account Executive
New media trends are emerging almost on a daily basis but many come and go quickly before adaptation of the masses occurs. In today’s high-tech world, advertisers have to come up with more creative ways to make sure their target audience receives their message. New forms of media often provide cheaper, more effective and less time-consuming ways to advertise, which is good news for businesses and advertisers! These new technologies and new forms of niche marketing appear to be promising:
Digital privacy makes it difficult for businesses to collect information about their customers. Therefore, Daniel Ha, and his online commenting platform company named Disqus, has come up with a new social sign-in tool called AudienceSync. Similar to Facebook’s Custom Audiences ad targeting, publishers can use AudienceSync to collect and match Disqus users’ email addresses with brands’ existing customer email databases. Google quickly adapted their own form of this technology, the Google+ Sign-In tool, which allows Google+ users to register on sites like USA Today or Fandango through their Google+ account, allowing advertisers to collect information for better ad targeting. No creepiness attached!
YouTube isn’t necessarily a new technology but it has developed a revolutionary way for consumers to watch their favorite programs and for advertisers to target audiences effectively; YouTube Channel subscriptions. Depending on the effectiveness and popularity of subscriptions, this could mean better targeting strategies and, therefore, more money well spent for advertisers. Channels in the testing stages include Sesame Street, Jim Henson Family TV, and UFC fighting. More specific is more effective!
Technology and advertising follow the same trend; they change constantly. Recently, Twitter has come up with a new program for users to interact with their world and share it with others called Vine. Vine is a social media tool that allows users to edit 6-second videos of themselves and the world around them. Twitter Vines are a hot topic among consumers; five Vines are shared every second on Twitter. It is no surprise then that advertisers are trying to adapt quickly by creating brand Vines in order to share, interact with and, of course, advertise to consumers. Vine is currently becoming a vital advertising outlet for companies through the Twitter hash-tagging system and the sharing of content; 4% of the top 100 shared Vines were made by brands. Comparatively, only 1% of the top 100 viral online videos were made by brands, showing that Vine is making a big difference in the way companies can influence consumers. #MakeAVineAccount
As if smart phones weren’t “smart” enough, Amazon has reported that they are developing a glass-free 3-D smart phone with “eye-tracking” capabilities, allowing users to pause and scroll through content with their eyes. Amazon has also indicated that they are working to create an audio-only device that allows listeners to buy and listen to music on the go, a cloud-connected iPod in other words. Amazon hopes to become a major competitor with Apple by developing this new technology and hopes that it will help broaden its reach among consumers. For advertisers, 3-D capabilities will enhance and push creativity to new heights giving consumers an interactive ad that might leave a more lasting impression than print or current mobile ads. Ads will also have to be strategically placed now more than ever with the new eye-tracking technology. Let’s put our advertising thinking caps on and get creative!
Media trends will continue to change and technology will continue to grow; it is a simple fact. Don’t be afraid of new technology! Embrace it or even lead the way for the benefit of your business and its future!