Dive Into Immersive

The future of digital is about aligning with experiences.

- Tim Sims

Years of being bombarded with irrelevant marketing has made one thing clear: Ads are more meaningful when tailored to consumer interests.

Think back to the last decade. If you were reading your favorite news site in, say, 2007, advertisers were trying to grab your attention with a pop-up or flashing banner ad that caused you to stop what you were doing to look at it. Amazingly, that’s still a media strategy for some advertisers, but interruptive display has become increasingly unpleasant for consumers and ineffective for brands.

Fortunately, irrelevant ads are marching into obscurity. The rise of new formats such as native, audio and advanced TV allows brands to reach consumers in ways that tie in seamlessly with what they’re already doing. This new breed of context-driven advertising actually improves the user’s experience rather than distracting from it. Further, by implementing programmatic tools, marketers can reach unique audiences with ad messaging that is more relevant than ever before.

Here’s how brands are detracting the ad distraction:

NATIVE MAKES US BETTER OFF

More than anything else, native advertising has precipitated the shift toward immersive advertising. After all, by its very definition the format “follows the natural form and function of the user experience.”