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Share on XRetail media, digital audio, and virtual reality are growing in popularity. Where should you start?
Digital media never stands still. Staying ahead of the curve is crucial for marketers. As new forms of media emerge, they bring both challenges and opportunities. Emerging media channels in particular are skyrocketing in popularity across the globe, compelling advertisers and agencies to consider these channels in their media budgets.
Why is everyone talking about emerging media?
The buzz surrounding emerging media is impossible to ignore. From retail media platforms and gaming to virtual reality and augmented reality (VR/AR) experiences and digital audio, emerging media channels are reshaping how brands connect with their audiences. But what exactly is driving all this excitement, and why should marketers pay attention?
Diverse engagement opportunities
Emerging media offers a diverse array of engagement opportunities that traditional channels simply can’t match. By leveraging emerging media, brands can build stronger and more meaningful relationships with their customers.
Engagement metrics such as click-through-rates, dwell time, and social shares provide valuable insight into consumer behavior and preferences, allowing marketers to refine their strategies for maximum impact. Ultimately, emerging media not only improves customer engagement but also drives brand loyalty and advocacy through innovative and personalized experiences that resonate with today’s digitally savvy consumers.
Evolving consumer behavior
Consumer behavior is constantly evolving, driven by technological advancements and changing societal norms. Media experts cite dwindling consumer trust as a top concern for advertising on social media and other traditional channels. Today’s consumers demand seamless, personalized experiences from brands. Emerging media channels not only meet these expectations but also anticipate future trends, providing marketers with the opportunity to stay ahead of the curve and connect with their audience in meaningful ways.
As the conversation around emerging media continues to intensify, marketers are increasingly drawn to the unique opportunities these platforms present. From expanding reach through innovative channels to leveraging advanced targeting capabilities, emerging media is reshaping the advertising landscape in profound ways.
Emerging media channels offer distinct advantages that traditional advertising methods often cannot match.
Here are three essential aspects marketers need to know before investing in emerging media.
1. Future-focused marketers are including emerging media in their ad budgets
Marketers are increasingly focusing on advertising through emerging media channels to stay competitive and engage with their target audiences effectively. Over 85% of marketers have already ventured into advertising on emerging media channels, recognizing the opportunities these platforms offer to reach and connect with modern consumers. Looking forward, 69% of marketers are planning to ramp up their investments specifically in virtual reality (VR) and retail media networks within the coming year. This proactive stance reflects a strategic approach to leveraging cutting-edge technologies and expanding reach across innovative platforms.
In today’s dynamic and competitive landscape, staying ahead of the game is crucial. Marketers are constantly challenged to achieve more impactful results with constrained budgets and resources. As such, 42% of marketers prioritize the potential for technological innovation when evaluating whether a new media channel is ready for investment. This forward-thinking mindset ensures that investments align not only with current consumer behaviors but also with future trends in digital engagement and advertising effectiveness.
By embracing emerging media channels and harnessing the power of technological advancements, marketers can not only enhance their brand visibility but also foster deeper connections with their audiences. This strategic shift toward innovative platforms underscores the industry’s commitment to evolving alongside consumer preferences and technological advancements, ultimately driving growth and competitive advantage.
2. Marketers must consider media quality, inventory, and performance factors when investing in emerging media
As the digital landscape continues to expand, so does the array of channels available for marketers to reach their target audiences. Emerging media channels, including digital audio, gaming, and virtual reality, offer unique opportunities for brand exposure and engagement. However, investing in these new avenues requires a strategic approach to ensure resources are allocated effectively.
Media quality is more important than ever
64% of marketers look to media quality as a top consideration for advertising on emerging media channels. Ensuring high media quality is paramount when venturing into emerging media. This involves selecting ad placements that guarantee high viewability and relevance. Ads should appear in prominent positions where they are likely to be seen by the target audience, ensuring that the surrounding content aligns with the brand’s values to maintain a safe advertising environment.
Collaborating with reputable publishers known for delivering high-quality traffic and engagement is also essential. Quality media placements help in building brand credibility and ensuring that advertising efforts resonate with the intended audience.
Optimize inventory for maximum impact
Effective inventory management is crucial for maximizing the reach and impact of campaigns in emerging media. 68% of marketers look at inventory factors as a top consideration for advertising on emerging media channels. Inventory considerations include the potential for future technological innovation on the channel, as well as the availability of interactive ad formats and price of inventory. Diverse inventory that provides broad reach across different channels and platforms maximizes exposure and engagement opportunities.
Ad performance is a top factor for consideration
It’s no surprise that six-in-10 marketers look to performance factors as top considerations of advertising on emerging media. These factors involve evaluating the cost per acquisition and return on investment to ensure media spend is justified by the results. Monitoring engagement metrics such as click-through rates, conversion rates, and overall engagement levels also helps marketers assess ad effectiveness.
By carefully considering these three factors (media quality, inventory, and performance), marketers can make informed decisions about their investments in emerging media, increasing the impact of their marketing efforts while mitigating potential risks like low-quality inventory and fraudulent activity.
3. Measurement and optimization solutions are critical when deciding to invest in emerging media
No digital advertising campaign is complete without the actionable data to match — especially on emerging media channels. A substantial 52% of marketers prioritize the measurement of invalid traffic, aiming to ensure that their advertising budgets are protected from fraudulent activities that could skew performance metrics and waste resources. Marketers also place importance on contextual avoidance and targeting within digital audio, ensuring that ads are placed in safe, appropriate contexts to enhance relevance and effectiveness.
Attention measurement is also climbing the ranks as a top consideration, with marketers commonly turning to this metric on both digital audio and gaming platforms. On the latter channel, 44% of marketers consider high-risk content identification a must, considering the fact that gaming content can often be risky.
These metrics, and the ability to optimize toward them, underscore the growing emphasis on accountability and effectiveness in the realm of emerging media investments, guiding marketers toward informed decision-making and superior business results.
Stay ahead of the curve with IAS
The buzz around emerging media is well-deserved. Its ability to reach vast audiences, offer innovative advertising formats, adapt to trends, and foster authentic consumer connections makes it a powerful tool in the modern marketer’s arsenal. As the digital landscape continues to evolve, staying informed and embracing emerging media will be key to achieving marketing success.
Download IAS’s Emerging Media Outlook to find out more on:
- How expert marketers determine if a media channel is ready for investment
- Where marketers plan to increase investments this year
- What common barriers prevent marketers from investing in emerging media
Gain insights from industry leaders and make informed decisions for your next campaign — download the study today and learn more about our emerging media partnerships.
