Even in the good old days, when families gathered in living rooms to watch TV, advertising needed to run the gauntlet to be effective: creating an opportunity to see, capturing attention, leaving a branded impression, delivering a message, and finally, changing attitudes and behavior. I’ve outlined best practices to do this in a previous post.
The internet and digital technology presented an opportunity to tip the odds in advertising’s favor. The promise of digital advertising — ad products with sight, sound, motion plus interactivity, coupled with the right-message, right-person, right-time benefit of machine targeting — is irrepressible.
