The average city dweller today sees up to 5,000 ads per day. With people constantly inundated by ads, only a few messages can be expected to reach a consumer and sustain attention long enough to have an impact. Do consumers remember five — or even two — ads that crossed their field of vision during their morning commute? To set themselves apart, advertisers continuously look for ways to break through while publishers work to fill up blank spaces with sellable inventory. But people are increasingly escaping from the unwanted chatter and stimuli in their surroundings.
The good news for advertisers is the slew of emerging media channels, such as digital audio, digital out of home (DOOH), and connected television (CTV), that are providing new ways to reach valuable audiences with more precise targeting. As audiences migrate to digital audio and TV, these channels are taking shape to join existing sources of high quality, measurable inventory. And there's plenty of room for brands to use data, context, and culture to stand out.