Outfront: How Advertising Can Move Beyond the Bottom Line

So what does that mean for todayamp8217s AdMan We canamp8217t rely on the message alone We canamp8217t bully consumers into clicking on us by stalking them from website to website We must create a new consumer experience and provide a benefit That means taking on new risks and thinking about the content creation and delivery to catch consumersamp8217 eyes When you make consumers a part of the experience brands can cut through the noise and give more than a pitchAn interesting manifestation of this mindset is the trend among retailers toward what AdAge recently coined amp8220unstore experiencesamp8221 Samsung Staples Target Reebok Tory Burch brands old and new tech and nontech are all upping their game to make the inperson store visit an opportunity to add value personality and demonstrate their mission rather than just another way to make a purchaseGatoradeamp8217s latest Snapchat campaignamp160offers another example of taking an experiential approach to social The sports drink virtually immersed Snapchatters everywhere in the Gatorade dunking experience through a sponsored lens consumers could overlay on their selfies It wasnamp8217t a heartwarming story or cuttingedge graphics that resulted in the 165 million uses of this ad it was going to their audience and enhancing their social presenceamp160These are just hints at the possibilities As every surface from billboards to taxi screens becomes connected advertisements can become a public utility a messaging platform that adds tangible value to our everyday lives not just the latest Snapchat storyThink about this scenario A New Yorker enters a subway station in the winter and a digital sign flashes a blizzard warning with the latest train delay updates Suddenly the screen changes and JetBlue is advertising discount flights to the Bahamas with the latest last minute seat availability Thatamp8217s no longer about shouting a message thatamp8217s providing a real service that even discerning Manhattanites can appreciateOr on the opposite coast imagine driving in Los Angeles during peak traffic hours You look up and see a billboard for the Dodgers but rather than promoting season ticket sales the ad shows you a flurry of helpful information It alternates between the latest game stats and the realtime quickest routes for getting out of traffic and on your way home You might not be attending the game but at least the Dodgers have built some goodwill with youSo how will we make every surface an opportunity to earn consumersamp8217 attention Developing appbased content storing it in the cloud and making all screens connected Brands will need to think like developers creating content that connects to social feeds and gives consumers the opportunity to engage and be rewarded in realtime just as they do with apps on their smartphones Itamp8217s creating hardware thatamp8217s durable yet energy efficient and purposebuilt for its environmentConsumers are erecting adblocking walls all around them but these barriers are not impenetrable So long as you can give consumers value fun help or the ability to engage they will let you inImage at top courtesy of Outfront The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Outfront: How Advertising Can Move Beyond the Bottom Line

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Andy Sriubas

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Outfront: How Advertising Can Move Beyond the Bottom Line

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Andy Sriubas

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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