Throughout history, technological advances have played an important role in how individuals are exposed to new information.
Every innovation, from printing press to radio, to television, and the recent Internet, has revolutionized how individuals interact with new concepts, products, companies, and brands.
However, despite technological progress until the medium termto-
At the end of 1990s, most companies and brands approached consumers in a linear and symbiotic way: traditional media companies sold advertising space to fund their operations, and companies bought advertising space to reach consumers.
With the rapid development and popularization of internet connection,
Established advertising norms have been rooted.
The strengthening of connectivity has led to the democratizing of the media;
Anyone with good strategy, internet connection and basic web design skills is now able to compete for views and advertising fees with billions of dollars of businesses.
In addition, the increased use of social media platforms means not only that people acquire information in new ways, but also that they no longer rely on receiving information through traditional media.
Due to the proliferation of new ways of reaching consumers and the transformation of consumer habits, companies, brands, advertising companies and the media are forced to adapt and develop new ways of reaching audiences.
Although Americans spend about three hours watching TV every day, the Internet is not far away, and most Americans spend about two hours on the Internet.
Social media has also played an important role in influencing the way people get information, and it is reported that Americans spend an average of 1 pound.
Use social media for 7 hours a day.
On a global scale, social media has experienced similar trends, with adults having accounts on more than 5 social networks.
Recognizing the importance of the online world to reaching American consumers, in 2016, the company spent $15 billion more on online advertising and television advertising.
Television, though still popular, is expected to grow at 1.
2016 3%-
2021, dwarfed by projected online advertising spending, it is expected that online advertising spending will grow at a rate of 9.
9% in the same period.
It is estimated that in 2017, the company's spending on digital advertising will reach $204 billion, an increase of $50 billion over 2015.
In addition, joint spending on mobile advertising and social media, non-
Fifteen years ago, it was expected to reach $55 billion in 2019, more than five times more than $10 in 2016. 9 billion.
While new channels of access to consumers have surged, it is not always translated into greater consumer engagement.
The survey found that,
More than 30 Internet users look at online advertising from a negative perspective, and users use "annoying" and "distracting" as the most common way to describe online advertising.
In addition, in order to avoid unwanted marketing and the use of advertising, many consumers are dealing with things on their own
Advertising filtering technology;
So in 2016
The use of interceptors increased by 30%.
The growth of digital advertising and its corresponding obstacles have prompted entrepreneurs to develop systems and processes that promote digital advertising, track results and optimize effectiveness.
In 2016, advertising technology companies earned nearly $2.
2 billion of investor funds flow into the industry.
From interactive advertising to personalized to value
For local advertising, Adtech entrepreneurs are using technology to develop innovative ways to connect companies with consumers.
I had the opportunity to interview group CEO Mitchell Reichgut, a New York City-based Adtech company, in June, with the aim of optimizing the brand and the company's ability to effectively share content with potential customers.
Mitchell and I discussed his business, the impact of technology on advertising, and his views on starting a business. Hope you enjoy!
Tell me about your company.
What does the group do in June?
MR: in June, the group allowed millions of people to watch videos and access the web pages of Fortune 500 brands through devices.
The word "Junjun" means truth and the best in the world --
Well-known brands believe that we can connect them to our customers because everything we do is visual, brand-
Safe and transparent.
CG: What solution does your company offer for brands and publishers?
Sir: Our job is to provide clear, unrestricted contact to people our clients want to reach.
We are especially suited to this because our technology covers more than 100 million people in mobile applications, and consumers spend 90% of their smartphone time.
Instead of interrupting people, we allow them to choose.
In gorgeous, complete
Screen brand experience.
This produced the best results in some industries: 30-93% completion rate
Second video, 100% viewability, average 3-
5% of the audience took action after watching (
Click on the website, social media activities, etc. )
Less than 2% non
Human traffic is measured independently.
All of this is powered by value exchange, which allows people to unlock Entertainment, points, or other digital content in exchange for their time.
Major advertising platforms such as Google, Facebook, Newscorp, AOL and Pandora are using value exchange to bring results to their advertisers.
CG: technology has revolutionized the way consumers interact with brands and companies.
In your opinion, what are the major changes affecting the advertising industry?
Mobile applications have fundamentally changed the advertising industry.
People especially can't tolerate interruptions on mobile devices because they are very personal and age-
The old rules of Reach and frequency are out of date.
In addition, advertisers can find specific groups of people on any device they want to reach, rather than relying on an editorial environment to attract them.
On the one hand, these factors are creating more effective advertising mechanisms;
On the other hand, this power is shifting to consumers who demand more relevant and entertaining experiences in exchange for their attention.
CG: From your point of view, given the changing and rapidly evolving business environment described above, what should brands and publishers recognize when seeking to promote products and services to consumers?
What is the most effective strategy?
With all the opportunities and progress, digital advertising is also facing major problems.
Advertising fraud is expected to cost advertisers more than $16 billion in 2017, which we believe is a serious undervaluation because so much fraud has not been discovered.
In order to enjoy the benefits of this new market while avoiding pitfalls, advertisers should follow three rules.
First, full transparency is required throughout the process: payment, placement, partners and technology.
Second, create content that is meaningful to people.
It's not necessarily funny or outrageous, it's just relevant.
Finally, advertising content is as important as advertising content.
Advertisers must carefully choose where and how the brand is placed.
CG: Looking to the future, how do you think about advertising in the next decade or soTech evolving?
MR: digital advertising will become more relevant and non-stop.
Currently, anyone who pays $12 a month can avoid advertising on platforms like Amazon, YouTube, Netflix, etc.
Advertisers will increasingly have a responsibility to provide value in exchange for attention.
Let us not forget, though, that Radio AM is still a popular and effective mass media.
New media will never completely replace old media.
The spirit of entrepreneurs is full of challenges.
What advice would you give to other entrepreneurs trying to start their own innovative technology startups?
Sir: When people ask me how to be successful in digital media, I ask them in turn the question: How bad do you want this to be?
Elite athletes, top scholars, great artists and successful businessmen are usually willing to make huge sacrifices for a long time because they are passionate about what they do.
Digital media is no exception.
Work hard, stick to it, learn from mistakes, and the rest will take care of themselves.
Is there a parting word?
Sir: I like this conversation very much and I appreciate the opportunity to share my thoughts. Thank you! CG: Thank you!