A recent article in The Wall Street Journal summed it up succinctly: some brands, it said, are increasingly using programmatic systems to buy digital ads themselves, rather than paying third parties to do so for them. A survey from Forrester Research and the Association of National Advertisers suggests a reason: it says 46% of marketers are concerned about the transparency of agencies tasked to buy online ads. Put simply, if the agency doesn’t tell you how much of your money its live buying desk spending on ads, and how much it’s taking as a fee, fears can spread.
(If you’re unsure of what programmatic ads are – might be an idea to pause here and read this…)
What does a typical night-in look like in in the ‘teenies’? X Factor on the TV? Youtube during the breaks on an iPad? A constant stream of Facebook, Twitter and Instagram updates in-between? There’s also email and texts to check, not to mention all those WhatsApp messages flying back and forth.
Ask a digital advertiser about the biggest challenges they see ahead and they’re likely to tell you it’s this type of ‘dual screening’. Or, more accurately, it’s the inability of advertising to follow consumers as they hop from one device to the next. But all that could be about to change…Yes, welcome to the Brave New World of Sequential Messaging!
For the uninitiated, sequential messaging is the ability for marketing communications to leap between screens – for a campaign to play out in a chronological succession that builds from an initial touch point on TV, then across Twitter and so forth, dependent on a consumer’s next point of interaction with digital media.