When we designed FridgeNality we knew that we were designing for the future of advertising...years out. The discussions at Advertising Week, New York have made it clear, advertising has evolved.
Shifting from product-driven, device-focused messaging to people-based experiences is not going to be easy, but it is essential for future growth. Brands have to be mindful and accountable for brand integrity. Data and insights must be at the front of every single decision. Yes, the future of commerce is connected.
If messages are intrusive, if they only seek to interrupt and hit-targets, growth is not only limited, but a reversal of audience health and attention is likely. When brands just market to consumers, they are likely to be silenced by ad-blockers and our ability to click "hide". This scenario offers competitive brands an entry-point, a chance for them to position truly relevant messages that solve problems or enable experiences within an absolute native manner.
FridgeNality offers people the ability to control what they see first. It considers the importance of permission based connections. Smart-connections that support loyalty and enable brands to know more about their customers. From here brands can respond suitably to messages, and voice search with exactly what people are looking for, and proactively engage with “hero” and helpful moments.
Worth a few minutes:
Advertising Week – New York
The future is about what people want!
At Advertising Week, Anxiety Lurks Among the Agencies: The biggest ad companies are coping with slowing growth, tech transformation and budget-conscious clients @WSJ
The digital ad industry is officially out of ideas http://read.bi/2fGHjAb via @businessinsider