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Redefining Advertising
In a report published in March 2013, Forrester
Research found 30% of consumers in Europe and
the US think online advertising is not effective,
while more than half (54%) reckon web banner
ads don’t work. Advertising is being redefined by
innovative agencies understanding that pushing a
single message, out of context, no longer works: in
the new era of branded content, advertising needs
to be as compelling and contextual for consumers
as the other media they’re accessing online.
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“It’s too easy to tune out today; we needed
to create an experience beyond storytelling,”
said Kevin Mayer, marketing vice-president
at German auto maker Volkswagen, at this
year’s SXSW festival. He was talking about
VW Smileage, which sees VW moving into
Nike+ territory with a driving app and social
tracking platform. This is marketing that offers
an experience for consumers the equal of
anything else in the app stores.
VW Smileage
© Volkswagen
"Consumers
ignore online ads
because they
fail to keep up
with other media
competing for
their attention."
Mark Douglas, president and CEO of online behavioural
advertising company Steelhouse
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Redefine
Consumer Engagement