Digital Is All About Change
Digital is all about change. If you don’t know that, get ready, your industry is about to be disrupted. We receive new directives about changes in how the media operates nearly every week from orgs such as Facebook, Google, Instagram and Snapchat.
With change comes a new vocabulary. New, trending words are invading our vernacular every day. Here are few you should pay attention to:
OTT: This is short for over-the-top content. It is basically content that is delivered via the internet without requiring a subscription to satellite or cable TV service. So now you can buy advertising in shows people are streaming. The advertising is limited but highly targeted. We are placing clients on OTT media, but know there is not a standardized measurement across all OTTs.
Addressable TV: Addressable TV uses audience segmentation to deliver specific video ads at the household level. The individual advertiser reaches only those households that qualify with the audience composition that has been predetermined. So ads are only delivered to views in the target audience at the household level.
Conversions: A conversion recorded when a user takes a desired action while on a landing page or website. The conversion could be a video view, filling out a form, downloading a coupon or clicking for more information. Conversions are recordable actions on a digital page.
Organic Traffic: People like to use organic for many things: growth, food, revenue. But organic traffic is generated by your website from the use of keywords. This traffic comes through search engines. Search engine optimization occurs when you hurdle all obstacles to people finding your site.
Voice commands: You may better recognize this as Alexa, but voice command marketing and audio marketing are beginning to see growth in all sectors. There’s a reason podcasts are seeing a resurgence. Smart speakers are become the smart phones of our kitchens and living rooms.