Publishers Daily: How has technology allowed publishers to better advertise to their audiences? What does the future of data and audience look
like to you?
Vicki Brakl: Technology has gotten us to 1:1 conversations with the right prospects, but it is data that ensures ads are served up properly — at the precise time and in the right medium to make sure messaging resonates best with desired targets. Audio and voice technology is a great example of this. As the proliferation of podcasts and streaming services grow, so too does the ability to precisely reach and quite literally speak to target audiences with content meaningful to the listener.
The ability to use data to pinpoint targets, times and spaces allows publishers to provide curated ads to their audiences and subscribers and provide enhanced value to them. This, in turn, drives consumer affinity for the brand and publisher, a win-win.
PD: Why is it important for marketers to combine both digital and physical
VB: Moments matter. Or should I say, milliseconds matter. Marketers must be where their targets are to make a difference, but those who break away from the noise with quiet touchpoints will get people to look up and lean in. Digital is awesome — it pulls people in — but layer that with other palpable media like print, out of home or audio and engagement and attention is raised exponentially. Print is a more tactile and neural experience; the synapse connection is deeper, as science has proven.
Print creates a more immersive experience and, like digital, has the ability to create memorable moments. That’s why a holistic approach to brand engagement is what sets brands apart. It’s never just one thing that makes a difference, although that can happen. It’s intersecting naturally with people’s daily journey that will best build brands.
PD: What are unique campaigns you’ve seen this past year that combine publishers’ print and digital offerings to reach target audiences?
VB: A few finance accounts using a combination of print cover wraps and digital to reach the C-suite come to mind. But in terms of originality, I’d have to say a recent campaign by a packaged-goods company wins for originality and commitment to the consumer experience.
This company wanted to drive consideration and purchase across media platforms; MNI took a deep dive into their data set. Fueled by insights, the high-energy campaign was deployed to convey key messaging of nutrition to target families (moms). Elements included display, mobile and even a video promoting a sweepstakes. Additionally, print ads in women-focused magazine titles were placed, as well as ads on Pandora.
All was carefully timed to maximize reach. In fact, campaign messaging was even coordinated with in-store shelf-talkers and in-home house parties with influencers. The results included impressive CTRs, video-completion rates, thousands of sweepstakes entries and even more coupons redeemed. This was a great example of a brand going full-throttle to drive consumers’ ownership of the brand experience.
VB: Creating a print experience tailored to audiences, just as is done with digital, is the way to reinforce brand messaging. Airbnb, which is a digital enterprise, has its own magazine and recognizes the power of print. They even amplified their trust in print by wrapping a leading magazine with a second skin, aka a cover wrap, to create a brand takeover that furthers campaign messages. Efforts across print and digital need to be coordinated, aligned with goals and have clear measures of success.
PD: Why is it important that both digital and
print advertising is targeted to the right audiences?