In the era of oversaturated newsfeeds and stuffed inboxes,B2B buyers are infamously hard toengage.To connect with more prospects and customers,practitioners are taking cues from theirB2C counterparts and incorporating new advertising techniques-such as digital out-of-home(OOH)and connected TV (CTV)-into their marketing fold.
“In today’s world,converting your customers is extremely different,”said David Morris,anExperiential Consultant for full-service 3D capture studio NYCAP3D,in his #B2BMX session.”Ifyou want your customers to buy your products or solution,you’ll have to add something new toyour marketing mix,because customers have already seen what your playbook is.”
For marketers looking to adopt new advertising strategies or expanding existing ones,the power of digitalOOH and CTV is clear:A survey conducted by the Out Of Home Advertising Association of America foundthat TV advertising resonates most strongly with B2B decision-makers,followed by digital OOH.With that inmind,marketers are repurposing online banner ads and roadside billboards into interactive,digital assetsthat engage buyers at all points throughout their day,whether they’re running errands or binge-watchingtheir favorite show.
However,leveraging these techniques in the B2B marketplace isn’t as straightforward as purely consumeradvertising;instead,practitioners need to be strategic about placements to ensure the content andmessaging is relevant while also targeting specific audiences.
“Modern advertising is no longer’spray and pray,instead,it’s a straight-shot approach to getting in front ofthe people that are going to make a difference for your business,”explained Jeanne Hopkins,Sr.Strategistand CMO Community Lead for The Pedowitz Group,a revenue marketing consultancy.”You probably have75 types of’real life’advertising,which could be anything from banners flying over the beach,branded jetskis in Miami or various billboards.But those are all point solutions,and we all know those are difficult:What’s available?How much will it cost?What’s the reach?How will I get the creative done?”
As practitioners work to fold non-traditional advertising mediums into their marketing mix,this specialreport will uncover what marketers need to succeed with these unique advertising mediums by focusing on:
What to take under consideration when placing digital OOH and CTV ads tomaximize effectiveness;
The best strategies for measuring results from non-traditional advertising,suchas the use of QR codes;
How to generate the data needed to determine target audiences,messagingand more;
Examples of creative CTV advertisements that are less formal and intrusive inpeople’s casual viewing;and
How practitioners are using these advertising formats as the starting point tocreate interactive,interconnected brand experiences.
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