Context Matters
Digital is no longer the future, it is the present. Access, or lack thereof, to accountability metrics that truly illustrate ROI of client’s purchases can be a dealbreaker. The most recent IBISWorld Industry Report has digital advertising accounting for nearly one-third of all advertising industry revenue, and its projected compound annual growth rate (CAGR) of 11.1% over the next five years make it clear that in order to compete, you need the most sophisticated tools at your disposal.
Just as with media of the past, CONTEXT MATTERS. Digital is a broad, encapsulating term that describes accessing media on the internet primarily via computers and mobile devices. Unlike mediums of the past, digital’s context varies not only with the devices we use to access it, but also how we use these devices.
Take, for example, the commercials played during the Super Bowl. Even though nearly all of the brands that advertise during the event are already household names, the commercials are impactful because the content of each commercial is tied to events that surround the game.
When it comes to everyone’s favorite advertising platform, Facebook, marketers often focus on messaging, visuals and audience. While these are all very important aspects of a successful campaign, context is frequently overlooked.
What does context mean on Facebook?
For starters, it means understanding why your customers are on the platform and how they use it. The public assumption is that Facebook is a platform for entertainment and socializing. Brands with a strong social message or entertainment focus benefit from running awareness campaigns to engage current or potential customers, but for marketing efforts intended to drive sales of products, it’s a contextual mismatch.
If the iPhone was the catalyst for the mobile revolution in 2007, then a decade later digital advertising continues to spin its wheels with relatively undefined, impression-based, attempts at engaging consumers. The information-rich present begs us to utilize behavioral data, consumer insights and contextually relevant timing to feature product information and drive the path to purchase.
Context matters. The AdAdapted platform helps you understand who your consumers are, where to find new consumers, and how they spend their time on mobile devices. Leveraging this robust data source is a natural fit to retaining and expanding a customer base. Don’t fall behind the times.
About AdAdapted
AdAdapted (www.adadapted.com) is the number one add-to-list mobile advertising and insights solution for CPG brands and the agencies that represent CPG brands. AdAdapted offers CPG brands the ability to directly target their primary consumers in the apps they use to plan and shop. AdAdapted’s platform places CPG brands in front of consumers with native, non-disruptive ads at the exact moment of decision-making, targeting consumers with laser-like efficiency and getting products on digital shopping lists.
