We live in an era that’s defined by constant development in technology which impacts how brands communicate. Marketers are faced with an array of options when it comes to deciding which advertising medium to use to reach their ideal consumer. From traditional media channels (television, radio, direct mail) to modern alternatives (such as digital, email and social media). With such an abundance of options comes ‘marketing clutter’ as it becomes increasingly difficult to be noticed by the consumer. So how do you pick your customer from the crowd? How do you know you have their attention?
Digital advertising is increasingly being seeing as the way forward. The ability to measure Digital advertising impact on ROI is well documented and a key reason for its growing popularity, but increasingly we are seeing some weaknesses. Digital ads can be seen as intrusive if they’re not used right, and it’s also been revealed that half of online ads are going unseen, raising questions about the quality of online ad engagement.
On the other hand, traditional media ads (print, tv etc) have always been about hitting numbers: a large number of viewers, consistently, and frequently. This broad spectrum approach relies on the numbers game: if you hit a large volume of consumers repeatedly with your message, a small percentage of those you reach (but a large volume, because we’re playing the numbers game) will convert into customers. But the problem with this is that we, as consumers, are being bombarded with advertising, so we’ve learnt mechanisms to avoid ads.
So in this busy world of short attention spans, how do you get your message to reach your target audience at a time that they’re open and receptive to hear it? When your advertising won’t be a rude interruption, and will reach your audience at just the right time and location to start a conversation?
What about when they’re travelling? Throughout the travel process there’s a lot of waiting required when other forms of amusement are limited or prohibited - from the airport security queue to waiting for take-off on board a flight. What if you could reach your audience at this key time, when you would be a welcome distraction rather than an unwanted intrusion?
That’s the goal of our media - from targeted advertising on customers’ vital travel documents to inflight magazines - we reach your consumer when they’re open and receptive to see your message and engage with it.
23rd September 2020