Like me, people are jumping seamlessly from channel to channel and researching more, often in unexpected ways. This explosion of consumer touchpoints means more advertising opportunities — and more complexities — for marketers.
The brands and agencies I work with every day are tackling this complexity by bringing media and creative together to anticipate what matters to people and help shape their customer journey. Here are three ways I see them finding success.
Using rich signals to inform creative and media
Smart advertisers are using signals about viewers’ intent and context to inform not just who they talk to, but how and when they do so. A great example is this year’s YouTube Works Grand Prix U.S. winner, Xfinity Mobile. In a competitive category and cluttered market, the brand and its creative and media agency partners cleverly incorporated signals into the creative itself. The ads showed viewers how much it would cost to stream the video they were about to watch on their current mobile plan. The teams made use of signals like content type, file size, wireless carrier, and whether or not the viewer was on Wi-Fi.