Advertising blindness is real, but it’s not complete blindness. Advertisers have to work smarter and more creatively to reach the right customers multiple times on screens big and small.
Consumers ignore the average billboard despite the fact that ads are always getting better, more creative, appealing and focused on their target consumer.
Like a Darwinian ecosystem, ads (and ad agencies) are competing amongst themselves to improve with every iteration. In 2015, any ad you see has been honed based on the wisdom of creative directors, the science of eye tracking and focus groups, the skills of top visual artists and the placement of media buying experts.
“Captivate is one of the only ways to reach people during the workday, multiple times a day, on multiple platforms.”
The ads just can’t be good, they have to be served to the right audience multiple times in order to have an impact. Often, the best way to reach a person multiple times is with a combination of media, including targeted mobile advertising.
Captivate, the location-based video media network that includes 200 office buildings in five major Canadian markets, launched their mobile network to help advertisers target affluent and hard-to-reach professionals at multiple touchpoints throughout the day.
The resulting technology, powered by a leading location-based mobile platform, provides advertisers with an additional platform to engage Captivate viewers at the point of consideration and conversion. Through complementary mobile display ads targeted within Captivate buildings, brand messaging is reinforced to professionals who have been exposed to Captivate’s digital video screens in class A office elevators. Ad delivery is 100% location-verified, based on the longitude and latitude of Captivate’s network footprint.
“Consumers are constantly on-the-go and Captivate is one of the only ways to reach people during the workday, multiple times a day, on multiple platforms,” said Scott Marden, Senior Vice President of Marketing & Research at Captivate. “We’ve already seen mobile amplify our clients’ campaign successes by an average of 85%. Because of that success, we are seeing an increase in client demand and campaign renewals.”
As the results indicate, this is a far more effective way of getting consumers to notice and react to advertising. Targeting ads at a consumer across devices isn’t just a necessary technique for the right audience, it’s the future of advertising. The time to adopt it is now.