The other day, I found myself meandering around the internet trying to find some new Eastern philosophy to float through my transom. Low and behold, I landed on the latest hype cycle for digital marketing and advertising. Okay, so that’s a weak attempt to reference Spinal Tap to kick off this article… It would hold true if, in place of “Eastern philosophy,” you substituted “interesting marketing article…”
But seriously, looking at the current hype cycle, it’s not surprising to see that the trends all point towards more targeted and personalized marketing. The pool of data to mine is growing and our ability to interpret that data and direct more specific messaging to our audiences continues to improve. [Not to mention that the data collected isn’t coming from a group of a few thousand folks with Neilson boxes plugged in, but from anyone with an up-to-date cable box.]
Essentially, we’re entering a world in which advertisers have the opportunity to curate the television audience’s viewing experience. And, clearly, the better a brand can provide a positive experience for their audience, the more connection and brand loyalty they’ll find.
As a video producer, one area that I find particularly interesting is the growth of Programmatic TV. Not only does it suggest an increase in the volume of content needed, due to growing audience segmentation, it also means there will be more creative opportunities to direct messaging to those specific audiences.
However, it’s also a little scary. While I love the idea of creating content that directly engages a target audience and is aided by access to better audience data, it also threatens creative by driving it towards an overly scientific approach. Yes, science is great, and looking at and understanding audience data must always be part of the process, but it’s also important that, as creatives, we don’t lose our souls and let the data drive all of our decision making. After all, the emotional connections we garner with an audience aren’t something that can be completely predicted. If they could, let’s just dig up some algorithms and start letting computers make the spots for us.
So, let’s take advantage of the new tools, but make sure to view everything through a creative lens as we search for new ways to engage our audiences and enhance their viewing experiences.