Is Your Technology Helping You Win or Lose in the Digital Media Landscape?
Today's world is about choice. The modern digital marketer doesn't have to face the straw man argument between choosing guaranteed versus real-time audience buying; neither should he make the false choice of deciding between rich media and standard banners when both can be deployed seamlessly across a single campaign. Moreover, it's now simple to leverage broadcast creative digitally and run video advertising units on television, the web and mobile devices simultaneously. As technology rapidly enables interplatform operability, marketers will be able to focus more upon the creative than the delivery methodology itself.
As digital delivery systems evolve, marketers will live or die by the power of their creative to captivate. When technology companies finally enable marketers to broadcast their advertising across multiple digital channels at once (e.g., online display, video, mobile, digital-out-of-home and cable set-top), the challenge will once again turn to creativity. In a technology-driven media world that enables marketers to produce and stream advertising messages seamlessly into the ether, it's all about the ad, not where it's seen.
Up until now, the conversation in the space has been about delivering ads. As digital advertising delivery systems evolve and every marketer has near ubiquitous access to platforms that enable scale and cross-platform delivery, the conversation is going to shift back to who's producing the best creative.
That's a conversation I'm looking forward to.
Chris O'Hara is the senior vice president of sales and marketing for TRAFFIQ, a provider of web-based media management software. Chris writes frequently on the digital advertising display ecosystem. Reach Chris at firstname.lastname@example.org.