A spending projection of $130 billion in digital ads for 2019 in 2017, the year already saw what the role of digitalisation or for that matter the new-age advertising was going to be.
With the incoming of AI and more billions spent on its research and development, it is no surprise that it is not just Google or Facebook, but likes of Amazon as well that’s gathering up 50% of this revenue.
And what is the biggest sales driver that can run these ads above the last best one?
Creativity.
Even on one of the largest ad platforms like YouTube, the ads are skipped on, yes, “skip-ads” meaning only 25% of it is actually on. The key pieces that will keep drawing consumers to the ads will be – attention, emotions, and branding recognition, as per an in-depth study conducted by Mars Wrigley. But these 3 ingredients are components of Creativity in the media/ad world, at least.
But this clearly needs an arm of support, a strong arm of support like market research. It is transforming and re-inventing itself and it would rightfully so, what with more than ever paradigm shifts becoming obvious in 2019.
Omni-channel promotion is important for any brand building and becomes possible with an ease of certain degree because all of the above is possible – Research, Creativity and AI.
Be it a giant or be it a start-up, we all have access to all the same, so while we are at it, why not submerge in it and take the morning glory?!