Advertising: The Eyes Have It
Key Chapter Highlights
With advertising, impressions are king. In the past, success meant getting a brand in front of as many eyes as possible. Now, that means getting the brand in front of the right eyes and facilitating interactivity, e-commerce, mobile commerce, and more to turn impressions into awareness and then into sales as directly and measurably as possible. Identifying the “right” eyes means gathering more data on users and balancing the need for data with the consumer’s right to privacy.
“Seventy-one percent of agency respondents said they expect online ad spending to experience significant share growth in the next 2 to 3 years.” When asked why, respondents cited behavioral targeting, speed of campaign execution, improved measurement and accountability, and a belief that “traditional media are no longer the most effective way to build brand equity.”
According to the National Advertising Initiative, ad inventory from behavioral ads is worth twice that of non-targeted inventory, with nearly 2.5 times the click-throughs.
More people in the world have access to mobile phones than to running water. Users check their mobile devices 100 times a day on average (200 if they’re a teenager). As the new mass medium, mobile technology is the next frontier for advertising.