Resolving the ‘Digital Dilemma’

How can digital advertising continue being interactive and how can ads continue getting embedded for viewers attention?

In today’s digital environment with its broad band connectivity and smart devises, the line blurring between the real and virtual, many brands are making an effort to create a virtually real experiences to reach out to their consumers. Especially, when technology allows them a two-way communication with their target audience unlike before when they were left doing only the talking. Not only do consumers respond in real time on the digital platform, it is a faster, more measurable and result-driven medium that helps brands understand their user base, increase revenue and reward loyalty.

Data about internet usage are used to push tailor made contents and advertisements relevant to users’ interests. Powered by “Cookies” or information captured the different web applications can push their information to those preferences.

Even though today’s digital Ads are more and more about contextual advertising in which the content of an Ad is in direct correlation to the content of the web page the user is viewing. Keyword buys, search engine listings, behavioural targeting, permission-based e-mail, sponsorship and promotions whatever may be the element of online Ads what makes one Ad click while other fall flat is the relevance and the emotional connect. We do live in exciting times, where things change within a blink of an eye. Today speed-to-market with the right message at the right time.

Today's customer is more informed and advent of social media have changed them from user to influencers in true sense, Today the success of a Ads lies in creating emotional connect with their TG, One which changes "brand promise" to "brand action" . But to do that it is important to engage as many of the senses as possible. Striking displays with powerful visual elements must immediately catch the attention of Audience and hold that attention long enough to make an impact and connect. Over a period of time Advertisement has become more of an art of “story telling” then about “selling products”. The biggest challenge for Ads is to be less intrusive yet establish a more relevant one on one connection ….A paradox isn’t it?