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3 Digital Media Challenges

By Harry Tan Subscribe to RSS | December 29th 2011 | Views:

In advertising, media is a term used to describe the different tools, forms or mediums used to deliver content or brand message. But when you incorporate modern technology with the traditional forms of media, you will be able to get digital media. Basically, digital media is any media stored and displayed in an electronic way. It is the different platforms on which people communicate electronically. In terms of advertising, however, it is the different platforms on which marketers or advertisers communicate with their consumers through electronic means of advertising. This is where digital video, augmented reality and digital art comes in.

Digital media is not specifically limited to computer screens, cell phones, or social networking sites. Outdoor advertising also uses this as a tool or platform for advertising and marketing through outdoor digital media. But using these outdoor media platforms is not that easy. There are three challenges that marketers and advertisers will have to face and overcome in order to gain profits from their advertising campaigns.

The first challenge is the expand reach of the Outdoor Digital Advertising Campaigns. Whether it is indoors or outdoors, advertisements will always need to answer the question “Who and where your target audience is?” The location and how the ad is presented greatly affect the advertisement’s success rate. There is no doubt that this does not pose as a problem for cell phone or mobile advertising and social networking sites. But when it comes to blogs and out of home advertising, this is a major factor. How many people can see your ad? How visible is your ad? How effective is your ad in catching the attention of your target audience.

The next challenge is whether the ad is able to drive engagement from consumers and potential consumers. An advertisement is more than its sexy and award- winning concept. What matters is that it shows the performance of the brand and is able to communicate effectively to its audience. Using digital media and incorporating the latest technology in an ad does not necessarily ensure success right away. It still depends on how the audience reacts to the advertisement. Technology is quickly shaping human behavior and this is not ignored by brand advertisers and marketers. When the consumer’s behavior patterns change rapidly, it means that there is a massive media opportunity available. So it only makes sense for marketers and Out of Home Media Owners to take advantage of the new digital media tools available for advertising.

The last challenge is the effectiveness of the ad in terms of generating positive results. Train Advertising may be used cost- effectively across a broad range of digital media tools and platforms but they do not necessarily yield string results. Marketers and Outdoor Media Owners will still have to test different aspects or platforms to come up with the best solution. A tailored advertisement has the capability to increase responses significantly. Your ad must not only be able to reach out to, attract and engage a lot of people, it must also be able to increase your profit.

Harry Tan - About Author:
SMRT Media is one of the leading Advertising Companies based in Singapore that offers Effective Advertising Campaigns such as Taxi Advertising.

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