How can brands adapt to the changing media consumption habits of young people? It starts with understanding digital environments.
I've spent the last 12 years on the publishing side of the advertising business, an area of the industry that continues to experience a widely reported disruption. Disruption is anchored in changing consumer habits, traditional (and arguably outdated) marketing efforts that fail to captivate younger generations, and ever-evolving technologies that moved into the far-reaching realms of the mobile world.
Today’s consumer is spending 3:17 per day vs. 2:15 in 2013 on their mobile device, The average consumer is spending 34 minutes a day on mobile websites vs. 26 minutes a day in a social app.
As you might imagine (or perhaps I am being presumptive), I am an advocate for content that has integrity and is journalistically sound. After all, we all know content has the power to change the way we think and feel about economics, politics, and culture.
Today’s world is one in the most divisive of times, where each of us is connected to one another, and content can be created without filter, editorial oversight, and often times, without accuracy. Therefore misleading journalism, reporting, and "fake news" are a real epidemic. Incorporating truth in any narrative presented to a reader should parallel the integrity of the editorial environment with which the content runs. The same goes for brands who advertise in that space. This is a major pillar of Kargo’s philosophy - with great advertising on a hand-selected premium publisher list, a brand's safety is assured.
In other words, we've created a curated marketplace.
Today, advertisers face challenges that were not necessarily issues in the days of traditional media. For example, in TV or print advertising, an advertiser had to worry about their ad within that one medium. In the mobile world, advertisers face many variables—multiple operating systems, platforms, and distribution channels— that can impact the delivery, attention, and effectiveness of their marketing efforts. Add to those challenges the varying mindsets consumers bring to their mobile activity and we have to ask—how does this all impact ad performance?
Digital brings speed and convenience to consumers' lives, and advertisers promote products and services that invest in the environment with which they run - it is an endless cycle. And content is being produced at a constant, highly concentrated rate.
With this kind of density in mobile environments, it is imperative that brands adapt to mobile advertising by considering it a true investment in building brand equity - having a creative and safety-first mindset - and know-how mobile environments impact ad effectiveness.