業界トレンド

没入型広告に関する真実

September 26, 2016
by Tim Sims – VP of Inventory Partnerships

現代の消費者は複雑で幻想的なアイデアに進化しました。気まぐれです。味を素早く変えます。私たちは大勢のサービスに移行し、同じくらい迅速に去ります。私たちは考慮されるべき力であり、この力の個々の注意を引くことはほとんど不可能です...しかし、希望があります。

Humans inherently gravitate toward authenticity — in relationships, in business and in experiences.  Our ecosystem is no different.  Marketers gravitate towards ways to create a more authentic connection with their customers.  As programmatic evolves further and gets even smarter, some people revere it, some people fear it, and many people are unaware of its true power.

Here’s the truth: ad tech is fundamentally changing the way advertising is bought, sold and consumed. And that’s not a bad thing. In fact, to put it simply, technology is helping to improve the advertising experience for you – the modern consumer. To make your connections with advertising that much more authentic and relative to your interests.

When the internet – as we know it at least – came about, we all made a grand deal: endless free content and entertainment, in exchange for ads. In the last twenty years, advertisers have delivered upon this deal poorly. Programmatic technology is helping us turn the tide, enabling advertisers to turn this deal into a bargain for consumers.

Using anonymized data to learn what devices you use and when, what products you have an affinity for, we gain an understanding of what kind of consumer you are. This knowledge enables marketers to create custom ad experiences that align with your unique interests and allow brands to forge one-to-one connections with each individual in its audience.

Though all of digital advertising aims to improve the user experience, the most genuine connections are built through immersive advertising. Through channels like audio and native, marketers are able to weave their messaging seamlessly into the consumer’s day. The key to this method is in both, its style and its approach. Not only is the messaging contextually relevant to the user, but also it engages the user within their selected frame of action.

たとえば、オーディオを使用すると、朝のランニング中にSpotifyで「Motivation Mix」を聞いたり、地元のスポーツ用品店でAsicsのセールの広告を聞いたりできます。同様に、ネイティブでは、広告はユーザーが参加することを選択したコンテンツの美学とコンテキストに合わせて成形されます。それらはコンテンツに埋め込まれ、あなたの興味をアピールするように作成されます。そして、それも機能します。 Sharethrough よると、ユーザーはネイティブ広告にバナー広告よりも52 %多く関与する可能性があります。   

As noted above, this type of immersive advertising allows advertisers to connect with you within the context of the environment you chose for yourself. Aligning with consumer interests encourages a genuine connection between brand and consumer – and perhaps even a mutual appreciation down the road. 

Visit our Advertising Week page to learn more about what The Trade Desk is participating in this week!

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