Digital media has finally become an effective way for brands to reach consumers and brands have done this by embedding advertising within engaging online content and turning their ads into content itself.
For the past 10 years, many brands looked at online as “just another channel.” They repurposed and reformatted their existing campaigns, then scheduled and delivered them through standard IAB ad units.
And guess what happened? Consumers ignored them.
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But just as search evolved to a place where direct-response marketing became effective on the web (thanks to Google), digital media too has evolved to a place where brand advertising is now effective. How did this happen? In an on-demand, always-in-your-pocket media world in which attention is scarce, how are brands breaking through online?
Click here to continue reading the full article published in Adotas.
By Michael Sippey, VP of Artist Development at SAY Media