Post by samuelbapary3 on Jan 15, 2024 1:51:28 GMT -5
The coronavirus pandemic has completely disrupted the marketing and advertising industry. Creativity and innovation have become two fundamental pillars that advertisers must adopt to reach consumers. About how the relationship between brands and consumers has changed, Aska Okumura, Publisher Development Director Spain at Sublime , talks to us, who also shares with us what the keys are for the advertising industry today to achieve the greatest possible impact. The advertising ecosystem has completely changed in recent months. What would you say are the keys to achieving greater impact today? Are they the same as before the pandemic broke out? The current health context had a drastic impact on the global advertising ecosystem. There has been a real change in consumers' perception of their relationship with brands. We have witnessed a true search for meaning on their part and now, advertisers must reflect on their entire way of communicating and transmitting their values.
Combining creativity and innovation is one of the keys to achieving greater impact in an increasingly competitive advertising market. Consumers, today more than ever, look for brands to offer Decision Maker Email List them the best experiences. How can Sublime help advertisers in this regard? We think that offering non-intrusive advertising formats is the best way to create brand value. We believe that digital ads can be both impactful and engaging, while still respecting the user experience. Thus, the Skin, our emblematic format, offers an unparalleled communication surface, within which the advertiser can create a true brand experience and encourage engagement between the content and the user, through interactive elements with which the user can play. , rich media content and videos, but this ad never hides the editorial content. We have managed to recreate this experience for the mobile web, by proposing an intuitive format that does not harm the user experience.
Creativity is a key element to stand out from others and create a bond with the consumer During the pandemic, there has been homogeneity in brand advertisements and communications. What value would you say creativity has today? Creativity is a key element to stand out from others and create a bond with the consumer. It is not only important when designing the advertising itself, but also at all stages and levels of conception. At Sublime, we encourage creativity and a spirit of initiative not only in the products and services we propose, but in each of our teams, with internal competitions to invent future formats, and with the Factory, a work group made up of volunteers from of each department of the company whose objective is to promote innovation and cohesion between teams , working together on strategic projects. Creativity and technology must combine to offer users attractive and relevant advertising experiences And the technology? How should it be implemented in advertising processes? Creativity and technology must combine to offer users attractive and relevant advertising experiences. DCO is a good example of the creative possibilities offered by technology: by updating advertising campaigns in real time taking into account elements such as time, weather, sports results and location, among others, DCO allows you to improve relevance of the ad and achieve better results.
Combining creativity and innovation is one of the keys to achieving greater impact in an increasingly competitive advertising market. Consumers, today more than ever, look for brands to offer Decision Maker Email List them the best experiences. How can Sublime help advertisers in this regard? We think that offering non-intrusive advertising formats is the best way to create brand value. We believe that digital ads can be both impactful and engaging, while still respecting the user experience. Thus, the Skin, our emblematic format, offers an unparalleled communication surface, within which the advertiser can create a true brand experience and encourage engagement between the content and the user, through interactive elements with which the user can play. , rich media content and videos, but this ad never hides the editorial content. We have managed to recreate this experience for the mobile web, by proposing an intuitive format that does not harm the user experience.
Creativity is a key element to stand out from others and create a bond with the consumer During the pandemic, there has been homogeneity in brand advertisements and communications. What value would you say creativity has today? Creativity is a key element to stand out from others and create a bond with the consumer. It is not only important when designing the advertising itself, but also at all stages and levels of conception. At Sublime, we encourage creativity and a spirit of initiative not only in the products and services we propose, but in each of our teams, with internal competitions to invent future formats, and with the Factory, a work group made up of volunteers from of each department of the company whose objective is to promote innovation and cohesion between teams , working together on strategic projects. Creativity and technology must combine to offer users attractive and relevant advertising experiences And the technology? How should it be implemented in advertising processes? Creativity and technology must combine to offer users attractive and relevant advertising experiences. DCO is a good example of the creative possibilities offered by technology: by updating advertising campaigns in real time taking into account elements such as time, weather, sports results and location, among others, DCO allows you to improve relevance of the ad and achieve better results.