The days of traditional advertising, characterized by intermittent campaigns and time-bound promotions, have been complemented by a more constant and omnipresent approach called Always On.
The concept of “Always On Marketing” is a strategy that has seen brands and businesses consistently engaging with their audience, by delivering timely, relevant, and personalized content 24/7/365. According to Statista, the global number of Internet users is forecasted to increase between 2024 and 2028 by in total 1.2 billion users (+20.83%).
More people are spending time online. Brands must consider keeping up with the demand.
Think of Always On campaigns as a 24/7 store, always ready to welcome customers. In the past, ads were like fireworks – they’d burst onto the scene and then disapear. But Always On campaigns are like a steady light that never goes out, making sure people always see and remember the brand.
In an era where consumer attention is fragmented, being “Always On” ensures that brands remain at the forefront of the consumer’s mind, driving both engagement and conversion. It is about the customer journey of each individual customer, focusing on dynamic personalization in marketing materials is crucial. Keep in mind it should always be tested and improved upon.
Programmatic advertising, is characterized by its automation, precision targeting, and real-time bidding. In a programmatic context, after the campaign launches, allowing time to gather and analyze data, it will drive improved results.
Programmatic campaigns struggle when run for short periods of time only. The systems typically learn and adapt in time. Therefore, programmatic and Always On agree on philosophy, application and its execution, making it the perfect symbiosis.
The synergy between Always On and programmatic advertising is a testament to the evolution of the digital advertising ecosystem. Where Always On ensures perpetual visibility, programmatic advertising ensures that this visibility is optimized, targeted, and impactful.
Let's use an example to put things into perspective. For the purpose of the example, we'll use an imaginary supermarket called Eskimart and how their needs change weekly.
The supermarket needs to promote different products in different weeks. Considering the limited lifespan of the products, it's essential for the ad content to change on time. As you can see, from week 42 to week 43, the banner changes colour scheme, imagery and content.
The campaign stays on, but the ad's content, messaging and appearance change to fit the supermarket's needs.
When campaigns are always on, they are consistently gathering, analyzing, and acting on data in real time. Interrupting them can lead to several unwelcome consequences.
Continuity is the cornerstone of intelligent ad delivery. It optimizes ad placements, ensuring ads reach the right audience at the right time. The algorithm behind this continuity is data-hungry, needing a continuous flow of information to adapt, learn, and improve.
Here’s what happens when there’s a campaign interruption
The repercussions of campaign interruption aren’t limited to the algorithm. They extend to the overall effectiveness of the campaign. Interruptions can impede momentum, affecting key performance indicators (KPIs) and the overall return on investment (ROI). Here’s how:
Each interruption is akin to disrupting an entire ecosystem, leading to not just short-term losses but long-term setbacks as well.
Data has always been the cornerstone of advertising - it informs, directs, and validates efforts. Brands that maintain active, omnichannel campaigns not only enhance their visibility but also fortify their customer relationships, and boost ROI.
According to Lunio, in the 1970s, individuals were exposed to approximately 500 to 1600 advertisements daily.
By 2021, this number has surged, with estimates suggesting that people come across anywhere from 6,000 to 10,000 advertisements each day. The exponential increase can be attributed to the proliferation of online and digital advertising, particularly on platforms like Google and Facebook. Ad fatigue? Probably. Solution? To make sure yours stand out.
The volume is increasing which makes quality even more important. The ad should always be there for people to consume.
Adopting an always on marketing strategy is akin to:
It signifies a brand’s commitment to being perpetually present, attentive, and responsive to its audience’s needs and wants.
As the digital landscape continues to morph, the brands that harness the power of always on campaigns are the ones that will not just survive but thrive, establishing an unyielding rapport with their audience and achieving sustainable growth.
If you're ready to imprint your brand into the forefront of the consumer’s mind and ensure that it remains there, the path is clear. Embrace the synergy of always on campaigns and programmatic advertising.
Harness the power of real-time, personalized, and optimized ad delivery that doesn’t just meet but anticipates the needs of your audience. The future of advertising is not just about reaching audiences; it’s about resonating with individuals. People have different needs and Always On campaigns have the ability to do just that.