{"id":5420,"date":"2023-08-30T01:03:48","date_gmt":"2023-08-30T05:03:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/08\/30\/breaking-through-in-a-consumer-driven-omnichannel-world\/"},"modified":"2023-08-25T10:12:47","modified_gmt":"2023-08-25T14:12:47","slug":"breaking-through-in-a-consumer-driven-omnichannel-world","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-through-in-a-consumer-driven-omnichannel-world\/5420\/","title":{"rendered":"Breaking Through in a Consumer-Driven, Omnichannel World"},"content":{"rendered":"\n

By Mike Peralta, VP & GM, <\/em>T-Mobile Advertising Solutions<\/em><\/a><\/p>\n\n\n\n\n\n

U.S. adults spend the bulk of their daily media time with digital media, particularly on mobile devices<\/a>. Following the 2020 surge in media time spent due to the pandemic, digital and mobile media continue to see gains, albeit at a more modest pace. The amount of content, apps and experiences that are competing for this media time at any given moment continues to grow at an exponential rate.<\/p>\n\n\n\n\n\n\n\n

Success in the new media and advertising reality is going to require brands to break things\u2014patterns, siloes and, overall, conventional thinking. For those looking for inspiration and examples of how marketers can build up their brands by breaking down barriers, look no further than these leading content platforms, whose marketing leaders joined T-Mobile Advertising Solutions<\/a> on stage at Cannes Lions 2023<\/a> to discuss the challenges and opportunities of pushing boundaries in a customer-first world.<\/p>\n\n\n\n\n

Breaking Out of Echo Chambers<\/strong><\/h2>\n

If marketers want to know what consumers want, they need to listen\u2014and not just within their own echo chambers and channels. Many of the most potent conversations today are happening within online communities that are dedicated to letting consumers lead the conversation\u2014no matter how obscure. By paying attention to and participating in such communities, marketers can not only take the pulse on consumer sentiments around important topics (including their own brands), but also gain a greater appreciation for the trends driving media and engagement at any given moment.<\/p>\n\n\n\n\n\n

Reddit is a prime example of a community-driven platform that both reflects and drives broader media and consumer trends. A network of communities that connect people with their interests, Reddit serves as home to powerful, unexpected and sometimes absurd conversations and shared experiences. Take, for example, the now-infamous Bread Stapled to Trees<\/a> subreddit\u2014now 325,000 members strong. If Reddit can bring together a community of this many people around a shared passion for stapling bread to trees, imagine the other conversations and communities that marketers might be able to tap for unique consumer insights to drive truly breakthrough campaigns.<\/p>\n\n\n\n\n

Breaking Expected Patterns <\/strong><\/h2>\n

Human beings expect a certain rhythm to their experiences, both in life and in media. When those patterns are disrupted, the disruptions are noticed. For brands, that\u2019s an opportunity. By creating small moments of surprise and delight, marketers can infuse their campaigns with deeper memorability. In particular, brands that are heavily associated with providing services or products in a specific media channel can broaden their reach and drive greater impact by branching out into other channels. Mobile apps, for example, can drive significant ROI and new growth by branching into CTV and DOOH advertising.<\/p>\n\n\n\n\n\n

Tubi, an ad-supported streaming service, knows a thing or two about breaking patterns and disrupting expectations. In fact, this innovative over-the-top content platform managed to own Super Bowl LVII in 2023\u2014perhaps the most traditional TV viewing event of the year\u2014by briefly convincing millions of viewers that they\u2019d accidentally sat on their remote controls<\/a>.<\/p>\n\n\n\n\n\n\n\n

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