The ‘old’ has become new once again for TV and video advertising. As a premium environment, traditional TV has historically given advertisers a much greater reach using contextual targeting; with campaigns based around content.

For marketers, the glamour of digital has often been its ability to drive conversion, generate leads, and simply get people to shop – with immense accountability.

Over the past 20 years, automation has transformed digital marketing and media, in all its forms, one way or another. Despite its ability to change the game, however, its impact has been gradual.

In the following Q&A, we chat with Eddie Dingels, GroundTruth’s Chief Operating Officer, to get his view on the evolving mobile landscape.

With the return of bigger audiences and the end to lockdown in many parts of the world, out-of-home (OOH) advertising revenue is expected to bounce back in 2021 with a growth forecast at 14.9%.

The history of innovation follows a familiar pattern: New technology comes along that improves our quality of life—like the car—then time reveals its unintended consequences, and innovators jump in to create something even better. 

Born during a time when consumer technology was exploding, GenZ spends up to 10 hours per day scrolling on their mobile devices and has become a ‘camera native’ generation.

Once upon a time, local advertisers had to rely on their own instincts for marketing, whether printing flyers or hiring a sandwich-board-spinner.

The next major advertising channel will require investment, organization and experience.

Success in marketing still requires strong creative. All the technology in the world isn’t going to get you far if you can’t deliver compelling, relevant creative at the moment you’re reaching your audience.

Over the last year, and catapulted by the pandemic, mergers and acquisitions of ad tech companies have been dominating the ad tech industry.

The average UK home now uses 10.3 internet-enabled devices. With an excess of channels to choose from, audiences are no longer fully reachable via one platform. To keep up with consumption habits, marketers need omnichannel solutions that connect with their core customers as they move between touchpoints.

A decade ago, a cable television subscription was your ticket to news, entertainment, sports, and the shows everyone was talking about. Now, cable is just one of many ways that consumers can access video content thanks to the rise of connected TV.

In the world of commerce, the power balance between seller and consumer has dramatically shifted. It was comparatively simple to convince consumers to convert and purchase a product or service in times past.

An ecosystem, by definition, is a group of interconnected elements, formed by their interaction with each other.

It’s estimated that 98 percent of websites aren’t fully accessible, creating a significant digital divide that’s harming people and businesses. In response, digital platforms need to understand the case for accessibility while taking practical steps to improve their operations moving forward.

The evolution of media is inextricably linked to the societal and technological shifts that preceded or surround it.

When creating new content, video or otherwise, one of the first steps you should take is defining and researching your audience.

Even though people are getting more used to the idea of shopping online, the fact that they can’t see, touch, or try the actual product is a big purchase stopper. Luckily, eCommerce companies and their marketing teams have product videos to help them with that.

In 2021, in perhaps the most dynamic ad marketplace in the history of advertising, advocating a data-led, tech-enabled, omnichannel approach is not enough to keep you nimble, ready to compete and win.

App-less augmented reality may be an inevitability. But with WebAR comes both new opportunities and new challenges.