There was once a day when print and television advertisements were the most effective ways for a company to reach its intended audience. However, as the prevalence of digital screens and electronic devices expands across the realm of consumerism, advertising has since adapted to a much more technologically-based field.
According to the international news agency Reuters, businesses around the world are set to spend more on internet advertising than on television commercials for the first time in 2017, forecaster ZenithOptimedia announced in March 2016. The company also said it expected internet advertising to grow at more than three times the rest of the industry in 2016, driven by demand for ads on social media, online video, and paid search.
This makes sense seeing as the average adult spends more than 20 hours online a week, including time spent on the internet while at work. Also as reported by the Daily Telegraph, this time, is spent primarily on computers, tablets and smart phones engaging in activities such as watching video clips online, playing games, instant messaging and using social media.
Therefore, to reach these consumers, advertisers must develop creative sidebar or pop-up advertisements catching the eyes of these users. Oftentimes the most successful techniques include incorporating advertisements which require engagement or that prohibit one from getting to the intended site until they have concluded.
Intrusive advertisements are also on the rise. These ads can be divided into 11 types, including skins, overlays, interstitials, and pushdowns. According to Digiday, a media company and community for digital media, marketing, and advertising professionals, for the first six months of 2014, publishers ran 4,971 high-impact ads, putting them on track to be 11 percent ahead of 2013. Companies like this are making internet advertisement nearly inescapable.
Also creating an avenue for inescapable digital advertising, mobile LED billboard screens are beginning to fill the streets on the sides of trucks and other large vehicles. This method of attaining consumer attention, although still fairly new to the marketing world, has essentially taken the concept for the standard billboard and transformed it to meet technology’s growing standards.
Through this initiative, even when people are off of their devices and commuting to wherever they need to go, they are still absorbing messages and information. Especially in high-traffic areas, it is nearly impossible for an individual not to direct his or her attention to these screens.
Proving this to be true, Perception Research has concluded that mobile advertising generates 2.5 times more attention than a static billboard. Also, according to the American Trucking Association, 98% of in-car audiences indicated they notice truck-side ads, and the more time spent in the car, the more likely a consumer is to visit that retail store. 29% of people say outdoor advertising caused them to visit a retail store within a week.
Without evolving technology, these digital advertising techniques would not be possible. In order to maintain a business’s overall success, employers must keep abreast of the latest trends in digital advertising and find ways to implement them into their company’s marketing efforts.