"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Ephraim Bander, president and chief revenue officer at Sticky.
The simple days of advertising to consumers via television, radio, and print are gone for good. These mediums still exist and remain popular, but digital advertising is taking an increasingly large share of the market. It’s challenging the status quo, not just as a desired advertising platform, but also for optimal campaign planning and ad execution.
The medium also continues to change quickly. Digital advertising has moved well beyond banner ads to reach consumers on their mobile phones and tablets, and even through digital out-of-home (DOOH) screens.
With all of these screens, we can reach consumers in more places than ever before, but that brings with it the possibility of information overload. A consumer can easily tire of or ignore certain ads if they show up on every screen they see. Cross-screen marketing has emerged as a way to help brands get their message to consumers across devices in a smart, cohesive way, extending reach while using techniques such as frequency capping to make sure consumers aren’t inundated.