As the digital world continues to evolve, advertisers and agencies such as M3 have to keep up in the evolution process. Recently Mondelez International—whose brands include Oreo, Trident, Toblerone, and Chips Ahoy—proposed a plan for 50% of their budget to go towards a new video-buying strategy for mobile devices, and online video.
As online and mobile video and advertising continues to rapidly grow, companies such as Mondelez International are focusing less on the traditional source of media, such as television, and putting their focus on the digital world.
Digital allows the same opportunity to deliver strong and effective media brand campaigns just like television does, but instead with a greater ability for fine-tune messaging. This will allow marketers to focus in and target the exact audience that will be most affected by an advertisement. Not only can digital be a more effective option, but according to researchers, digital media is now bigger than television advertising and is predicted to surpass television completely by 2018.
According to the latest Adobe Digital Video Report, there were a counted 35.6 billion online video plays in last quarter alone, and 25 percent of them came from a digital device. With such a large amount of views coming from this source of media, it is obvious that marketers, M3 included, will need to jump aboard the bandwagon on digital advertising.
The M3 office is on the verge of making this change, although it continues to be a slow process. While our clients focus heavily on traditional forms of media, our efforts for a more digital and online campaign have increased. We have added a more digital representation to our staff, in terms of social media marketing through Facebook, and Youtube videos, that so far have proven to be an effective form of marketing for our clients.
As sources such as newspapers, television, and radio begin to fade out—some quicker than others—the digital world will continue to grow, and we at M3 are here to welcome the change and educate our clients!