2.
Display now accounts for just 12-15% market share
worldwide, making room for mobile advertising, which
saw hyper growth at a CAGR of almost 110% in the last
five years
3.
Understanding the context
Engineering options
Driving commerce online
3 Things which works…
4.
It is getting easier by the day to get a sense of “purchase
intent” for high involvement categories.
Plug-in branded content, expert reviews, customer
testimonials at point-of-sale and tip the consumer over to
make a purchase (online or offline).
All this comes under the purview of digital advertising,
and thus the need to experiment with content syndication
platforms such as Outbrain and the willingness of new-
age publishers to burn-in sponsored content on their feed.
However, whether placing branded content over the
immensely disliked banner ads is the best way to exploit
it, is a matter still open to a lot of debate.
Understanding the context
5.
It will become far easier for brands to come out of
nowhere and get incredible amounts of lift by
choosing to not advertise in digital advertising.
How to create a favourable opinion about your
brand, is another area to partner with agencies that
specialize in advocacy programmes.
Advertising on social media plays a key role in
helping shape opinions.
Engineering options
6.
Of course no one has missed the gargantuan battle on
print, TV and outdoor between the e-commerce giants
urging us to befikar (without worry) shop online for deep
discounts.
They have done the industry and nation good service,
spending a fraction of the billions of dollars accumulated
in their war chests.
They shifted consumer behaviour.
So what works for the brands is to now tap into this
opportunity and surface directly in the smartest manner
possible.
Advertising on social and mobile search can work
favourably.
Driving commerce
online
