As people are now continually tuned in, our strategies need to adapt.
That was my key takeout from Facebook’s Digital Upfronts event, one of many sessions during the IAB’s week-long event.
The session kicked off with Canvas8 Founder & MD, Nick Morris, discussing the move away from the traditional funnel of need > discovery > research > purchase. There used to be a time for everything but technology and speed have truly changed the way people behave – people are now continually tuned in. People can take in information very quickly and no longer need to be tied down to the traditional 30 second creative executions. However just because people are open to discovery, ambient discovery will drive the best response but is much tougher to deliver. When people feel like they are being forced to like or buy something, they typically won’t and are likely to rebel against this.
What does this mean for advertisers?
Facebook’s Ian Edwards summed it neatly with advertisers needing to create ‘one-handed moments that matter’.
Ultimately every business’ goal is to deliver sales and grow customers, however focusing on a pure sales message is actually less effective in the long-term versus a blend of rational and emotional messaging. Field & Binet’s ‘The Long & the Short of It’ outlines how “a succession of short-term response-focused campaigns (…) will not succeed as strongly over the longer term as a single brand-building campaign designed to achieve year-on-year improvement to business success”.
We need to create moments which delight people and deliver these new moments that matter, not moments which annoy. ‘In-market’ targeting still has a role to play but with the shift to consumers always being in-market, the active intent doesn’t always need to be displayed. Whilst I’m not suggesting we tear up our existing media schedules and start to solely plan for 5 second video ads on Facebook, embracing changing consumer behaviour and not treating it as an afterthought behind the message is essential.
Sharan Cheema, Client Services Director
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