In today’s fast-paced advertising world, connecting across multiple channels is essential to keep up with the modern consumer, who has limited time and attention to offer–especially when it comes to watching ads. Many marketers focus on buying ads across proven channels like social, display and CTV, but I believe that to have the most innovative and impactful advertising campaigns, advertisers should branch out to 3 emerging channels: digital out-of-home (DOOH), gaming and audio. Here’s why:
Digital Out-of-Home (DOOH) advertising revolutionized the traditional outdoor advertising sector by taking static billboards and infusing them with digital technology. Now there’s everything from interactive billboards to digital transit displays, with even 3D creative options, which offer unparalleled opportunities for brands to engage with consumers in high-traffic areas. It also affords advertisers the opportunity to reach consumers on the way to a store or destination with the goal of influencing the sale. However, the power of DOOH also includes:
Audio advertising is one of the OG forms of ads, reaching people during peak travel hours, but has gone programmatic with the emergence of streaming platforms and podcasts which have surged in popularity. With millions of users tuning in daily, audio represents a unique and addressable medium for brands to reach engaged audiences. Specifically, audio’s benefits include:
Lastly, the gaming industry has exploded, offering a wealth of advertising opportunities. In-game advertising, e-sports, and sports sponsorships should now be considered as part of your brand marketing strategy. Gaming is rated E for everyone and has the following advantages:
When considering a programmatic partner, consider whether your candidates have expertise in all the different channels since activation requires expertise, advanced tech and people to ensure campaigns reach maximum impact across all channels. The integration of DOOH, gaming, and audio into programmatic buys is not just the future of advertising; it’s the present.
This article was co-written by: Oscar Rondon, Senior Vice President US Products Partnerships, MiQ & Alix Le Boterff, Product Manager, US Product, MiQ.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.