Consumer Trends in Interactive Media
How consumers engage with digital media
The digital dilemma
The trend of advertisers shifting their spend from conventional TV and print media to interactive digital media continues, as advertisers follow the trail of media consumption, along with seeking opportunities to provide audiences a more engaging, immersive and most importantly, measurable experience. The platforms of choice are expanding, with interactive media deeply rooted in social media commentary and now e-commerce, the explosion of video advertising featuring the ability to click to learn or buy products and the emerging augmented reality (AR) segment that offers both practical and entertaining 3D extensions of 2D media. Each of these interactive platforms helps content creators obtain analytical feedback on their advertising campaigns to help them refine their messaging, content and user experience. With 41% of the advertisement market being taken over by digital media in 2017, it is safe to say that the inability for television and traditional print advertisements to engage with audiences is taking a toll. However, advertising online does not necessarily translate to sales either. With the growth of ad blocking tools across media channels and the influx of U.S users ignoring online advertisements, a key question arises: how do advertising campaigns effectively maximize conversion rates?
Usage of personal data: a disaster turned opportunity
Highly targeted advertisements are becoming the norm. Platforms such as Facebook and Google have an ability to leverage an extraordinary understanding of their users to target them with increasing precision. However, according to the Deloitte Research Report 2017, customers have become less willing to share their personal data due to privacy concerns. This concern has been exacerbated by the recent discovery of unauthorized uses of such data by third parties, notably Cambridge Analytica. Understanding that consumers want meaningful engagement, including personalized experiences, discounts and rewards without giving up their right to privacy, Reveel is creating a decentralized marketplace in which media owners can create engaging campaigns for audiences to discover. Audiences will be incentivized to interact with media of interest on the basis of earning rewards directly from the Reveel platform.
Outbound marketing practices ineffective, even ignored
Traditional marketing mediums such as television, newspapers and static billboards have always pushed their brand towards consumers, often taking a shotgun vs. a rifle approach, hoping that there will be some potential customers in the mix. Research indicates that this may not be the best strategy for companies as customers find the traditional techniques to be aggressive and easy to ignore. Even in the digital media space, many brands continue to use these strategies in the forms of banner ads, pop up ads and auto-play videos, all of which are seen as increasingly ineffective.
Scalable authenticity
Reveel allows users to discover products and engage with brands in a meaningful way. Giving audiences the power to selectively and easily learn about and experience products is a demonstrably more powerful marketing strategy as it allows consumers to be pulled towards the brand and purchase with confidence. In fact, research from Google indicates that 51 percent of smartphone users purchased from a company other than the one they originally intended to because the competition’s website information was more useful. More and more people want authenticity in their interactions with brands, a trend that is growing with younger generations, according to the BCG study. On the Reveel platform, media owners will be able to hire Reveel-certified media taggers, in partnership with the Gems micro-task platform, to create campaigns that resonate with their target audience. The Gems protocol, blockchain and usage of smart contracts will ensure that interactions on the Reveel platform will be seamless and verifiable. Without a doubt, audience engagement is vital to the success of any marketing campaign. With Reveel, companies can interact meaningfully with audiences by using our campaign creation tools. Visit Reveel.it to find out how.
