11 YOUR TAKE Advertising Innovation
to ensure brand recall and push the messaging out without any clear strategy. The most successful campaigns bring the messaging alive through creative storytelling, producing an experience that influences the target audience to buy into the benefits of a product or service. That’s why partnering with an influencer is now so important. Influencers offer an important platform for brands to promote their messaging across channels to the influencer’s followers. This doesn’t just refer to mainstream influencers. Micro- influencers – consumers who have been influenced and inspired to engage with a brand’s content – can also be integral to the success of a campaign. These micro- influencers are directed to share content and experiences that can be enhanced and amplified across multiple channels, providing a form of ‘word of mouth’ marketing that creates valuable organic advertising and instils a sense of faith in the product or service. Personalisation is also continuing to play a bigger role, primarily because it has become harder than ever to effectively engage consumers. Enabling audiences
to be a part of a campaign or to directly influence it in some way has become vital to extending a campaign’s lifespan – which is where personalisation comes into play. Personalisation techniques have become particularly prevalent online and might range from simply showing someone’s name or photo, to highlighting their influence through voting mechanisms. Whichever approach brands take, it’s clear this personal touch is something they can no longer afford to neglect. READY FOR THE FUTURE While the changing landscape does present some challenges for brands, it also offers an abundance of opportunities. The key is knowing who the target market is and where these consumers are viewing content across the mass of channels and platforms available. Once this has been confirmed, brands can then formulate a central campaign theme that’s modified to fit the audience’s likes, interests and values. Sky Adsmart and C4 have an excellent track record in
brands need to utilise technology to make intelligent and rapid changes throughout a campaign and deliver personalised content. For example, Never.no’s audience engagement platform, Bee-On, enables the integration of social media into linear, digital and streamed broadcasts for advertising campaigns. By incorporating data analytics, brands can make advertising addressable and run different campaign variants across channels to ensure messages are seen by the entire target audience. As well as influencing where to send the messaging, data can also be used to affect the content itself. Brands can focus on the trends and behaviours of the target audience and produce content that will enhance engagement – as long as the campaign creative is built in a way that lets brands respond to the data mid-campaign by constantly evolving and refining elements on the fly. Brands should also look to AI to improve advertising strategy and customer engagement. By integrating AI to enhance workflows and the content itself, brands will be able to make campaigns automatically responsive to changing behaviours and trends. Humans will still define the strategy and expected outcomes, but AI will learn to make changes more quickly than is humanly possible. Ultimately, the rate of change in advertising isn’t going to slow down any time soon. Brands have to be prepared to embrace the changes coming their way by incorporating technologies such as AI and addressing a wide range of platforms. That way, they will be able to create great content experiences that are engaging, personalised and delivered in real time.
delivering bespoke campaigns fit for the audience, however,
MICRO-INFLUENCERS – CONSUMERS WHO HAVE BEEN INFLUENCED AND INSPIRED TO ENGAGE WITH A BRAND’S CONTENT – CAN ALSO BE INTEGRAL TO THE SUCCESS OF A CAMPAIGN
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