Brands and products have always focused on a specific age demographic, 18-49. A lot of today’s linear television advertisers still focus their efforts on this age group, as they have always been the “buyers” and “users” of products.
As we have moved from GenX to GenZ, a lot has changed. Technology and data have taken over the conversation in many ways, and a lot of decisions come strictly from the numbers.
Industries like travel and food rely heavily on how people interact with specific products and brands. Gone are the days where an ad would tell you to buy something, you would go to the store and buy it.
These days, products and brands are shaping experiences. There is more of an emphasis on how the brands interact with the public. There is more of an emphasis on how the brand handles their public relations situations.
Transparency has become an integral part of any media plan and campaign. If there are any indications of a brand pushing any type of agenda that might be perceived as negative, there will be nothing but backlash, both on the social media front as well as at the retail side.
Data is the one area where transparency is the most important. Agencies, vendors, clients and government bodies need to be on the same page in regards to open-source environments in order to secure the data world. If we can’t get secure data streams, or protections that our personal data is not going to be compromised, the digital advertising world could be in for a huge, rude awakening.
Image by rawpixel.com on Freepik