Think back five years ago. The feature
phone of today was a smartphone, and few used them outside a
business setting. Facebook was reserved for compartmented
communities of college kids, while Twitter had just launched. Fewer
than half of Americans had ever purchased something online, and
broadband penetration hovered under 20%. Physical CD sales far
outranked digital downloads, and the Kindle had yet to debut.
Courtesy of a competitive
technological landscape that has spurred rapid innovation, the
world has changed drastically in just the past few years. Consumers
are increasingly interconnected and are becoming more and more
accustomed to getting information and content immediately and
effortlessly. More than that, their media consumption is fragmented
and often insular. Advertisers must react, adjusting their
strategies to accommodate for a media landscape that is more
digital than ever.
However, while there are certainly new
challenges, these changes in consumer behavior also bring about a
whole new set of opportunities for advertisers. At MediaCom, we've
invested significantly in consumer insights to reflect this. We've
developed pioneering tools, such as our Real World Street
initiative, which gives us access to real people in their homes to
learn about their true attitudes, beliefs and behaviors, and we let
the insights we glean from our research guide our communication
strategies for our clients.
The digital shift has also given
advertisers unprecedented access to consumers through the data they
leave behind. Brands must constantly be looking at this data and
evaluating how they can take advantage of such valuable
information. I'm especially proud of MediaCom's work in this field.
Last year, we developed an award-winning model for Dell that merged
behavioral targeting technology with tools that built customized ad
messages. More recently, we initiated data-driven precision
targeting for Godiva that gave them a "no waste" online video
strategy. Matching technology and innovation with the increasing
amount of consumer data that we can unearth presents remarkable
possibilities.
In this issue of BLINK, we examine
these ideas and analyze how consumers are operating in an
increasingly digital world and how the dynamic between advertisers
and their consumers has changed. We take a look at what advertisers
are doing right, what they are doing wrong, and what they will need
to do in the future to ensure their brands remain relevant and
successful. It is our hope that our readers find the information
and perspectives valuable as they make important decisions for
their brands.
Enjoy.
Regards,
Harvey Goldhersz
CEO MediaCom North America, Vice Chairman & Worldwide COO