Kargo’s Ed Romaine will be sharing his insights on the YMS Digital Stage. Here he previews how brands can adapt to changing media consumption habits of young people.
The publishing side of the advertising business, where I have spent 12 of the last 14 years, is one area of the industry that continues to experience a widely reported disruption. Disruption anchored in changing consumer habits, traditional and arguably outdated consumer marketing efforts that fail to captivate younger generations, and ever-evolving technologies that have moved well beyond the need for a digital replica site and into the far-reaching realms of the mobile world. Today’s consumer is spending 3:17 minutes per day vs. 2:15 in 2013 on their mobile device, as per eMarketer’s most recent mobile insights that were released earlier this month. Within that window, the average consumer is spending 34 minutes a day on mobile websites vs. 26 minutes a day in a social network.
As you might imagine (or perhaps I am being presumptive), I am an advocate for content that has integrity and is journalistically sound. In fact, content, when produced correctly, still has the power to change the way we think and feel about economics, politics and culture. Today’s world is one in the most divisive of times, where each of us are connected to the other and where content can be created without filter, editorial oversight and oftentimes without accuracy. Misleading journalism and reporting is a real epidemic, and the term has been diluted by our own government leadership eager to push through their own slighted agenda, but within the core of the phrase “fake news,” lies the importance of incorporating truth inside of any narrative that is presented to the reader, listener or audience. At Kargo, we have prided ourselves on a legacy that includes a group of hand-selected premium publishers at a cluster of the world’s leading media companies. The value of integrity inside of editorial content is a major pillar of Kargo’s philosophy, connecting to a core value of how we conduct business, which is through great advertising.
For a time, the company became synonymous with superior creative on mobile, assets that were often an afterthought for brand advertisers on a large-scale media plan (as the difficulties of translating the big beauty of out-of-home and print onto the smallest of screens seems seemingly insurmountable). We wanted to understand if the creative that we were recommending to our clients held up against the competition. Then we wanted to understand if the environment that we held so near and dear was actually superior to the efficacy associated with search and social, two strongholds of the mobile business that receive seemingly automatic investment by the largest brands.
Why were we interested in proving this?
The digital ecosystem brings speed and convenience to consumers’ lives and enables advertisers to promote products and services to them across the various channels they access throughout the day. The entire mobile ad industry has to adapt to new distribution channels but also keep an eye on how environments impact ad effectiveness.
Today, advertisers face challenges that were not necessarily issues in the days of traditional media. For example, in TV or print advertising, an advertiser had to worry about their ad within that one medium, reducing the variables to consider. In the mobile world, advertisers face many variables—multiple operating systems, platforms and distribution channels— that can impact the delivery, attention, and effectiveness of their marketing efforts. Add to those challenges the varying mindsets consumers bring to specific mobile activities across these environments, and we have to ask—how does it all impact ad performance?
Introducing Feed vs. Read, in partnership with Nielsen.
View the full report here.
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