Television — like all mass-reach platforms — presents a significant challenge for marketers.
For all its late nights, heated arguments, and deal-making pressure, the upfront season encapsulates everything media professionals love about the TV industry — its impact on pop culture, its undisputed dominance as a reach vehicle, and its unquestioned ability to drive business outcomes.
Despite its strengths, however, television — like all mass-reach platforms — also presents a significant challenge for marketers. Transacting against broad-based demographics challenges brands to appeal to the sensitivities of multiple mindsets, life-stages, and cultures with a single piece of creative. This all-inclusive approach to media and messaging is not only impossible —and wasteful — but it also undermines the value marketing teams unlock through the study and definition of more-focused groupings of consumers.
Reach without precision is a limited approach. Thankfully, technology and client “inspiration” (aka investment trends), are driving TV and other legacy platforms to evolve. These forces reflect brands’ desire to reach the people they’ve identified as most amenable to their products, and they reflect the desire to do so with messaging that is deeply relevant to consumers’ lifestyles and interests.
Beyond Reach: Location and Context as a Path to ‘Deep Audience’
Powered by technology and informed by consumer activity, mobile advertising gives marketers the ability to identify, cluster, and reach qualified audiences at massive scale, and across the entire purchase journey. We are far beyond the first generations of geo-tactics and baby-banner experiences: it’s important to understand what location-powered marketing has become in order to realize its full potential. [Article continues on StreetFightMag.com]
Jon Friedman is Director, Agency Development at Verve.
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