As the collective attention of consumers/viewers shift to multiple screens, marketers are increasingly relying on omni-channel strategy to gain greater mindshare. A data science firm, 4C Insights, is taking this one-step further to identify whether or not a simultaneous omni-channel actually pays off. The technology employed by the firm first identifies a brand's commercial playing on TV, which then triggers ad buys on Facebook, Twitter, or Instagram (or all three platforms at once).
This way, the social media buys align perfectly with TV ad strategy, as many marketers will likely desire.
Although the firm hasn't accumulated too many clients, one brand is already recording positive results. Czech automaker Skoda has tested the program and said it achieved 50% higher than average clickthrough rates on ads while gaining 25% more consumer reach.
I can see more and more brands and marketers being interested in a technology, especially in an age where omni-channel strategy is deemed necessary for success and consumers' attention becomes more dispersed. It also opens up opportunities for more integrated campaigns (watching ad with a call to buy, and then immediately having a Facebook ad with a link to the buy page). All of this is making it easier for consumers to follow through with actual purchasing.
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