Digital media is maturing quickly, and its growing sophistication is opening doors that many brands wouldn’t have even considered five years ago. Perhaps the biggest of them all is branding.
According to a recent survey of 400 digital marketers from the The 614 Group, 66 percent felt “brand engagement” was a top priority for their digital marketing. For ages, voices throughout the industry have talked about using digital for branding without fully acting on it or have promised digital branding results without delivering.
But this is changing. At the 2014 IAB Annual Leadership Meeting, participants identified digitally powered branding as a major trend for the year and identified it as one of the IAB’s “five enduring priorities.”
Branding is trending in digital because of advances in technology that enable more branding dollars to flow into digital—technology that allows for deep, engaging digital experiences, strong storytelling, high relevancy, and scale. The potential value is immense. Google’s Neal Mohan has famously called brand advertising a “$200 billion opportunity” for digital—provided brands and tech vendors crack the branding code.
So for brands standing at this doorway that has just opened, there are a lot of questions about where to go.
Digital Branding Is Emerging, And Content Is Leading The Way
