In an effort to boost sales, advertisers are exploring new technologies to provide consumers with more relevant ads in emerging platforms such as mobile phones and TV/ web hybrids.
The new platforms allows advertisers to track the source of traffic, enabling them to tailor their marketing messages to a niche audience, much like search advertising does today.
A traditional approach to advertising has been a combination of TV, print, radio along with billboard campaigns. With today's advanced technologies, advertising seeks to integrate consumer involvement by providing more information about its brands and providing more engaging content, such as an interactive game on the web or promotional content on a mobile.
The Google TV Ads platform has been in testing mode since May and includes monitoring advertising inventory across a variety of channels. In a partnership with EchoStar, Google allows advertisers to purchase TV spots on 94 different networks distributed by the satellite provider.
The new TV marketplace hopes to bring the efficiency and specificity of online advertising to the TV business. User actions can be tracked in real time through data gleaned from set top boxes. In a recent strategic partnership with Nielsen, the media research firm, Google now has access to valuable data on audience and household demographics.
Advertisers and agencies benefit from utilizing tracking products while also improving current advertising products.
Companies which help traditional advertising agencies integrate new mobile technologies include MoPhap, which uses analytics, tracking and click auditing systems. One of its products, called AgenC-M let firms plan and manage mobile ad budgets across multiple clients, campaigns, publishers and carriers.