Behavioural targeting of advertisements is now intimidatingly accurate in pinpointing and tracking customers. Big data collection has made this process possible and although consumers may have their doubts it produces incredible results.
This often works hand-in-hand with social media advertising on leading sites such as Facebook. Indeed, Snapchat has become one of the leading platforms at this point to truly push the limits of advertising within social networking.
The LA-based company, with its $16+ billion valuation, is preparing to undertake a knock-out style fight-to-the-death with social media giant Facebook; the appealing notion of bite-sized and informative advertising sees Snapchat offer its consumers something that other social media platforms simply cannot.
The rise of digital means that campaigns go further, reach more individuals and reaction is faster than ever. The challenge for those entering the field is to uncover what piece of the puzzle they are within the evolving industry of tech and advertising, combining science and creativity to create unique projects.
Real-time bidding (RTB), has consequently made advertisers work at a more efficient rate with lower costs than ever, meaning campaigns can be bigger and better than originally imagined.
Whilst technology rocket-launches advertising innovation and ideas into new dimensions, limitations mean that there are restrictions that are making the role of advertisers harder.
The use of Ad Blocking is on the rise; mobile network Three is rolling out Ad Blocking technology in order to cease complaints of advertisements eating away at customer data allowance. A report conducted by YouGov reveals that 22% of British adults online are currently using software in order to block ads.
There’s no doubting that consumers are now becoming more decisive when it comes to how and when they will receive advertising.
Campaigners must step up to become more attractive and work harder than before with the emerging technologies available, being the first finger on the pulse to produce the most deviceful content.
For campaigners, it is, as the creative sage, Tham Khai Meng says, time to create. Or else…