Are Your Clients Optimizing Their Emerging Media Campaigns?

BY Rachel Cagle
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Is your client taking advantage of all the emerging media channels in the digital space? Here’s what they are, and the challenges you need to help your client overcome, for campaign optimization.

Are Your Clients Optimizing Their Emerging Media Campaigns?

Emerging Media Types

According to a study by IAS, emerging media channels are skyrocketing in popularity. In fact, “85% of marketers have advertised on an emerging media channel.” These new rising stars in digital media include retail media, virtual reality (VR), augmented reality (AR), digital audio, and gaming.

These five categories have proven very popular among marketers all over the world. This is the percentage of marketers who have used each channel, according to IAS:

When advertising on these emerging media platforms, marketers’ key objectives include:

  • Amplifying their brand and increasing brand awareness: 31% of marketers agree
  • Increasing sales and improving ROI: 26%
  • Improving their brand’s favorability and consideration: 22%
  • Generating leads and increasing consumers’ purchase intent: 21%

The best part: Data shows that marketers must be meeting these goals. Why else would so many of them plan to increase their investments in these channels within the next 12 months?

  • Virtual Reality: 69% of marketers who utilize this channel plan on increasing their investments within the next year
  • Retail Media: 65%
  • Augmented Reality: 60%
  • Digital Audio: 55%
  • Gaming: 44%

The Challenges

Of course, since these are all emerging media channels, they have their challenges that need to be overcome. Here’s what you need to be prepared to help your client when pitching these channels to them.

Media Quality

Lack of media quality is the top concern across all five of these emerging media types, according to IAS. This doesn’t just mean poor quality visuals. It includes low viewability for ads and a lack of platform-​side content moderation.

You need to be able to assure your client that their ads will be placed among quality content. The quality of the content surrounding your client’s ads is what determines consumer viewership. Plus, content types can potentially negatively impact your client’s brand reputation.

Brand Risk

Emerging media, like any other ad media type, can negatively impact your client’s brand reputation if not placed well. Many marketers are worried about these media channels’ associated brand risks, such as:

  • Content that doesn’t typically align with their brand or campaign messaging
  • High amounts of unsafe content

Think of it this way: You wouldn’t put baby products or firearm billboards in front of a funeral home. Ad placement has a lot to do with how an ad is received and how effective its message is. You don’t want them around content that doesn’t relate to or is the opposite of the brand’s values/​the campaign.

So, before you can promote emerging media to your client, you need to know what kinds of content they feature. The better related and safer the content is, the better it will perform and appear during a pitch.

Ad Variety

Lack of ad format options is another big concern for marketers around emerging media. Your client doesn’t want a channel that lacks a variety of formats, or even just the format your client prefers.

Before you can pitch a channel, you need to know two things. One: If there are ad format options on it for your client to choose from. Two: Especially if the first answer is no, does the channel at least offer an effective format for your client?

Want to know for sure which formats those preferred ads entail? Check out your client’s target audience’s profile on AdMall by SalesFuel to see if emerging media offers top-​performing ads.

Photo by: Jason Goodman

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