Out-of-home advertising has traditionally been thought of as the billboard you whizz by on the highway or the bus shelter you glance at while sitting in traffic. Over the years, it has evolved into so much more. From static to digital, out of home can be seen everywhere you go. But out of home encompasses more than "advertising:" From gas stations to pharmacies to building murals, consumers are literally surrounded by branded messaging. Doe-Anderson has been helping brands navigate not only which out-of-home options to choose but also how to measure these options.
Hybrid shopping refers to the phenomenon of consumers shopping in different ways – whether that’s online, in-person or otherwise. Brands have to understand how to engage these changing consumer demands and shifting shopping behaviors. It’s not just providing the different shopping options that’s important – it’s about creating an excellent experience, no matter the platform. And while it sounds like something that would only apply to retail shopping brands, creating a strong brand experience is something all brands must pay attention to.
The human brain understands and interprets visual information in a fraction of the time it takes to digest written information, and those visuals tend to stick to memory a lot longer – an invaluable aid in quickly and effectively explaining a product or brand while also endearing your brand and increasing recognition in your audience. Moreover, illustration communicates a certain quality – humanity – that web and digital had been missing in the pursuit of ever-more simplified, streamlined, sanitized interfaces.
As a brand, one way to dip your toes into metaverse marketing is to piggyback off successful games to establish a presence.
It could be something that is more of a guerrilla stunt, like Wendy’s (you know, that Wendy) playing Fortnite’s “Food Fight Edition” on the side of Team Pizza to defeat Team Burgers because their burgers were frozen (underlining Wendy’s credo of “fresh, never frozen!”).
Or you could find a game like Animal Crossing (where anyone can create items for characters to wear) and create branded gear to get some free in-game advertising. That’s what Doe-Anderson did for Texas Roadhouse, offering Cactus Blossom hats and other cool branded wearables.
The Great Resignation taught us that the pandemic changed the way talent thinks about the working world. Gone are the days where employee worth was defined by the number of hours spent in an office, at a desk, side by side with peers. And gone are the days where your job was your identity. Now is the time to be rethinking employee retention strategies. Leaning on feedback from our industry, peers and team, Doe-Anderson realized there is a huge amount of potential in exploring a work environment that provides exactly what talent is asking for – more opportunities to find personal fulfillment, more inspiration and more flexibility. Does it feel risky? Yes. Will it be worth it? We’re willing to bet it will.
As consumers, we’re inundated with brand messages at a rapidly growing, never-ending pace. It’s given rise to digital ad blockers and people willing to pay more for online services – hello, Spotify Premium – just so they don’t have to listen to the spots we so lovingly craft. When we look at the physical locations where we’re showing up as marketers, retail spaces are just as cluttered – if not more so. But as an advertising legend once said, “Nobody reads ads. They read what interests them. And sometimes that’s an ad.” And one great way to capture attention is by creating messages that are contextually relevant.
Augmented reality – or just “AR” for short – is an enhanced version of the real world achieved by using digital technologies. In 1996, the NHL All-Star game debuted the first widely adopted use of the technology to mixed reviews. Twenty-five years later, AR has grown into its original promise.
Several new developments are unlocking a change in how – and how often – AR is used: increased adoption of 5G, shifts in advertising tracking standards, and blurred online and offline retail environments. The heightened sophistication, access and utility of AR technology have boosted marketers’ investments in the space. Consumers are still asking for more.
Trite but true, the digital advertising space moves at the speed of light. And with it, programmatic advertising. Here at Doe-Anderson, we try (and often succeed) at moving just as quickly. While programmatic media buying has been a part of our media recommendations for well over a decade, we’ve adapted and grown alongside changes in platforms, buying and tracking.
Brand Purpose is a more actionable way of thinking about what your brand stands for. It's the kind of smart brand positioning some of the most heralded brands – Nike, Coca-Cola, Apple, McDonalds – have been doing for decades, way before Simon Sinek wrote Start with Why. Once you’ve figured out the brand’s role in the world – its purpose – your activations and marketing efforts should be geared around living that purpose, not just communicating it.
Data is more valuable than ever as marketers continually move to be data-driven decision makers. Losing data can mean losing important historical records and campaign insights, which is a major problem for improving and maintaining effective marketing solutions. The importance of data collection and ownership is higher today than ever before as companies need to have their valuable data assets and insights secured and available for use.