Eighty-seven percent of all marketers use video content, and one-third of all internet time is spent watching videos. Thanks to companies like Facebook and Google, we now have deeper insights into our audience than ever before. Understanding that one-size-fits-all advertising is no longer going to cut it, brands like Toyota are taking audience demographics to a whole new level. With their marketing campaign for the new Camry, Toyota created different ads for different ethnicities. The change in advertising is not only dominated by video consumption and audience demographics. Platforms like Facebook Watch provide producers with the opportunity to create content that no longer has to appeal to the masses. Consumer valued content. Influencer marketing allows brands to get their content in front of their audience in a way that doesn’t feel like advertising. Consumers connect to the influencer and trust what they have to say, providing that the influencer is genuine, with an authentic voice. Invest in video, understand your audience, research the channels they use and the type of content they watch, and reflect that in your campaigns.
Opinions expressed by Entrepreneur contributors are their own.
Just like any industry in this digital age, advertising is feeling the pressure. With agencies across the board reporting dwindling profits, those capable of adapting to the shifting media landscape will separate themselves from the pack. Traditional advertising has undergone many a makeover since the days of billboards blasting out homogeneous messages to the unsegmented masses.
Thanks to search engines and marketing insights software, we can now use remarketing to communicate to an audience of one. But with 80 percent of internet traffic predicted to be video by 2019, advertisers must be driven by quality visuals, along with their understanding of purchasing preferences and a few other factors.
1. The rise of video.
Here are some stats that will blow your mind. More than 500 million hours of video are watched every single day on YouTube, which, by the way, has more than a billion users. Eighty-seven percent of all marketers use video content, and one-third of all internet time is spent watching videos.
With consumer consumption patterns constantly changing, advertisers need to understand the importance of the vehicle they use to get their message across. Half of Gen Z say they “can’t live” without YouTube. If you aren’t getting your products out in the right format on the right platform, you’ll soon be left in the dust.
2. Audience demographics.
Thanks to companies like Facebook and Google, we now have deeper insights into our audience than ever before. And we’re finding them to be more diverse and representative of our culture. Understanding that one-size-fits-all advertising is no longer going to cut it, brands like Toyota are taking audience demographics to a whole new level.
With their marketing campaign for the new Camry, Toyota created different ads for different ethnicities. The African-American ad was shown on ABC, which has a higher number of viewers from this group, while the Hispanic version was aired on the Spanish-language network, NBC Universo. They were then crossed over into general audience channels as well.
Toyota latched on to the power of resonating with the consumer by representing them in their videos, while also…
COMMENTS