The continued fragmentation of the media market has given brands more ways to engage with target customers across a wider variety of platforms and channels. Providing these consumers with a consistent experience across these outlets is a key priority for brands as they develop a cross-platform strategy.
“We see so many marketers taking on this challenge to think more about the total value and experience of storytelling, versus attributing different stories to different channels,” Amanda Richman, managing director of North America for WPP’s Mindshare, said in this interview with Beet.TV.
She cited her company’s recent work for Nature Valley, the granola brand marketed by General Mills, as an example of this omnichannel approach. While many people are feeling tired of being stuck indoors during the pandemic, the brand “Get Outdoors” Campaign have shown the benefits of reconnecting with nature. The effort included an audio experience of guided nature walks, immersive 360-degree videos of outdoor settings, and content for social media platforms such as Snapchat.
Contextual or audience-based ads
Tracking cookies have allowed marketers to retarget their advertisements to consumers wherever they spend time online, making audience-based media strategies more accurate. The phasing out of tracking cookies and device identifiers due to privacy concerns has spurred the development of other ways to improve ad targeting. It has also led to more discussion about the effectiveness of contextual advertising – or the placement of ads in content that appeals to a target audience.
Audience-based advertising and contextual advertising are reciprocal in engaging consumers at different stages of the purchase funnel, Richman said.
“We’ve always approached the world from a more comprehensive lens and thought about how they complement each other,” she said. “This false division of context versus precision disappears as we continue to think about how to bring this together and complement the strengths, and really lead to a better contextual understanding of the unique audiences that can be identified through a certain number of data signals. ”
Do good with good growth
Last year, Mindshare presented its Good notion of growth to inspire marketers to create brands that are sustainable, diverse and more sustainable over the longer term. The idea aligns with GroupM’s goal of promoting responsible media.
“2022 is really the year to not only talk about it from a product positioning and purpose perspective, but to drive it completely through the organization,” Richman said.
As part of its efforts to help brands connect with diverse audiences and support a wider variety of media owners, Mindshare introduces private marketplaces (PMP) that have a curated selection of ad inventory.
“Here is the opportunity for our clients to participate in pools of inventory and approaches that can really help them reach diverse audiences – and diversify their focus of what audiences can help grow their business,” said Richman said. “The opportunity we see emerging from our investment inclusion PMPs is not only to support our clients as they seek out more diverse audiences…but in turn, also bring in more marketing dollars and media spend to various media owners, and make sure we’re supporting community and content creation.
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