By Mark Melvin, Executive Vice President of Sales and Brand Partnerships at Mirriad
In a world where consumers are inundated with messages every day, brands must be strategic and creative to break through the noise in a meaningful way. Research estimates that in 2021, the average person consumes an encounter of 6,000 to 10,000 ads every single day. The continuation of the pandemic kept people inside for work, entertainment, shopping, cuisine, downtime, exercise, education and so much more that for the first time, the Internet ecosystem was nearly impossible to evade. The unprecedented digital focus that consumers and brands felt offered new, valuable opportunities to connect with others, virtually. However, for brands to build valuable connections with consumers and not simply add to the noise, they must first consider the relevant moments that appeal to their target audiences. Today that means utilizing emerging technologies to engage with consumers in new and exciting ways. Brands must identify and implement new technologies to stay relevant and reach audiences through content they are already consuming.
AI Technology is Key for Brands to Build Stronger Consumer Connections
So how can brands create authentic messaging through media platforms and content their audiences regularly consume? The age old question for brands is how to best reach target audiences without coming across as pushy or random. Today, the combination of AI and strategic marketing strategies across all platforms, including on social media, streaming TV, music videos, among others, is key to success. When ad placements are abrupt or not personal consumers generally feel as though an ad is unnecessarily interrupting their experience.
Leveraging AI technology helps brands determine what is and isn’t relevant to specific viewers, enabling them to reach audiences in a relevant and impactful way. AI helps weave relevant brand messaging into engaging consumer content, while also enabling brands to build long-term, emotional relationships with the viewer. AI technology enhances in-content advertising strategies to make brands’ ads feel like a natural addition to whatever content the consumer is watching. By leveraging AI, brands are able to quickly identify relevant and natural moments in time to insert themselves seamlessly into the content.
In-Content Advertising Strategy 101
In-content advertising sounds like an intensive process but in reality it is one of the most effective and efficient ways to upgrade marketing efforts. In-content advertising uses AI to create long-lasting, impressionable yet natural integrations of brand advertising within content that consumers are already engaged with. When brands’ advertisements are integrated through in-content advertising, consumers are more likely to trust, and therefore buy, from a brand.
Building on the concepts of product placement, in-content advertising is a unique fusion of data, technology, culture and creativity that enables complete control to curate the perfect moment to authentically reach the viewer. In-content ad strategies offer beneficial opportunities for brands to use contextual data to target audience sentiment, adding a key emotional moment of connection between viewer and brand.
Additionally, in-content advertising can be implemented at a much faster rate than other forms of advertising, with placements able to be integrated in a matter of weeks or days and is extremely scalable. For example, an alcoholic spirits brand can show its label in content across various platforms – think a bar scene in a movie, music video or commercial – in a non-disruptive way. Starting with a clear understanding of the target audience, brands leveraging in-content advertising are able to quickly implement campaigns in thoughtful and strategic ways.
As the way audiences consume content continually evolves, so too do the advertising strategies brands implement. The endemic-era’s digital focus makes it easy for brand advertisements to get lost in the sea of commercials, sponsored posts, and constant notifications. Meaning that companies must embrace the digital ecosystem and leverage the benefits of smart technology to solidify their brand presence. Marketers who integrate both technology and creativity into their marketing strategies will continue to see success among key target audiences – creating authentic, non-disruptive experiences and connections with consumers now and into the future.