Business of PR &Marketing &Marketing Communications &Media &Technology PR Insights 25 Mar 2011 01:11 pm

Markers of Change: From Traditional to Interactive

In 2007, LG released their first television set with DVR installed allowing viewers to skip show advertisements entirely. The worst financial crises since the Great Depression shocked the nation in 2008, which called for innovation in the media industry. And in 2009 Google, controller of two-thirds of the search market, began using Behavioral Targeting advertising, changing the way the industry defined effective ad campaigns. All of these events precipitated a change in the public relations, media and advertising industry.

First, traditional media performance began to level as digital media took root. Marketers and PR professionals have been more reluctant to engage in digital campaigns because of their negligible reach in comparison to television. Still, Internet is showing alluring promise with its savvy capabilities. Furthermore, PR professionals are slowly coming to recognize the importance of fit of the message, over reach, which is where digital may have the upper hand.

Second, traditional media began to adapt to advances in technology and changes in consumer behaviors. The future of television’s 30-second spot is looking at changes toward interactive commercials, which encourages research on the analytics end about consumer preferences. With Behavioral Targeting, digital advertisers have also begun exploring the effectiveness of relevant ads, or ads that focus on fit, to an interested audience.

Still, these professionals may be stuck in the old frame of mind. Jeff Einstein, digital pioneer of the Brothers Einstein, claims advertisers are focused too much on ineffective reach and do not recognize the potential of message fit.

“In an on-demand media universe the right audience always qualifies and declares itself simply by showing up. But in advertising, getting the right audience to show up is the easy part. The hard part is delivering the brand message once they get there because no one ever goes anywhere for the ads.”

As digital marketing and advertising continues to popularize and industry leaders are looking to gain the edge over their competition, the industry may see a move toward campaigns that aim to appeal to their audience through fit, rather than simple through reaching as big an audience as possible. In the future of this industry, it could very well be the case that quality of fit better predicts campaign success than quantity of target reached.

Jackie VanSloten

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