This series was inspired by a great post on Mashable on 6 predictions for digital advertising in 2011.
Read the initial post before reading mine as a preface, because I will explore this in depth in a series of posts, but here’s the list without the actual details:
I’ll discuss each prediction while taking into account my experience working for a disruptive digital advertising technology company.
The first point is sound. They mention all the bells and whistles about Four Square and Shopkick and all those engagement platforms but most of it seems more like hype at this point. Mashable left out a critical piece–DOOH!
That’s right, digital out-of-home advertising. My colleagues and I are starting to call this Digital Destination Advertising.
This got me thinking about a Very insightful post by Screen Media Daily. The post states the fundamental notion about Digital Signage—that it is “a location-based industry and that every digital signage display, public or private, is tied to a physical location, and location is more than likely attached to a specific IP address.”
Mobile platforms on the path to purchase may serve as the click through for digital OOH. Measuring engagement at place-based locations entails interactivity from display-generated messaging which drives value through metric accountability.
But I would argue that the two digital endpoints go hand in hand. It starts with the robustness of the data and the level of sophistication you can garner from it. At DigitalAdTech, we’re all about granular audience segmentation at the path to purchase.
Digital Destination Advertising
Everyone knows it buy now. Brands buy audiences, not vehicles anymore. We have started to coin the phrase ‘Digital Destination Advertising’ because we believe that the future lies in the ability to take a single digital asset and seamlessly distribute it over multiple fragmented platforms.
It’s our secret sauce, so I can’t reveal how we do this, but I can tell you that the principle is the same as how Google indexes sites for individual search relevance. This entails knowing how to classify locations on a meta-level, profiling every single digital endpoint, and understanding the demographic, psychographic, and geographic information for audience segments.
I would argue that digital destination advertising is the future of digital marketing.
Stay tuned for part two, which will be fun–about how Silicon Valley prodigies are deemed the the new Mad Men. Shall we call this new show, Bright Boys? Palo Alto Posse? Mad Menlo Park?
Okay, I gotta work on the title but it should be an interesting discussion.