3 Ways You Can Achieve More Out Of Existing Investments With Real-Time Ads
Moments define our collective experience. No one wants to miss out on a big moment, be it a brand or a fan. This should be viewed as an opportunity for brands to make their current assets work harder. Take a look at your existing investments – the moments that people already have access to – and you need to repackage them to improve them. Below, we have put together three ways marketers can get more out of your existing investments with real-time advertisements. This is a way of taking conventional TV content outside the big screen and onto our desktops and mobile devices.
Dig into cross-device performance
There is plenty of research that indicates the importance of optimising your ads for both smartphone and desktop usage. While desktop may outperform mobile on the whole, you will find that mobile actually drives a large proportion of desktop conversions. What this means is that a lot of people will use their smartphone to click on an advertisement, but they will then subscribe via their desktop. This shows why it is so important to use all devices to engage your audience. Desktop and mobile should be used in conjunction to capture fans at the moment that matters to them the most.
Go everywhere your users go
Marketers should have a holistic approach. It is surprising that mobile takes a backseat when it comes to brand sponsoring events. After all, a huge proportion of people use their smartphone or tablet when they are watching the television. You may think that this is merely a distraction but, in fact, 29 per cent of these people are searching for content that is connected to what they are watching. You would probably assume that most people are on the likes of Twitter and Instagram. But, that couldn’t be further than the truth. Less than half of that figure are on social media. In fact, people are simply hungrier for information than they have been before. This represents a great opportunity for marketers, as you should anticipate this need for information, and put it into ads that are useful and relevant.
Get more from your best ads
Last but not least, think about how to achieve more from your current investments. This is especially important for brands that have made large investments in sports or entertainment sponsorships. In most cases, brands and marketers view sponsorships of TV content as needing to stay on the big screen. They will create an ad in one medium, and then it will only be used on a solo channel. This is inefficient. Instead, think about how you can repurpose your most successful content and utilise it across various platforms. Look for ways to bring more relevant messages to audiences that are larger and more engaged, and do this by leveraging technology and innovation.