Bringing Together Content and Ads
October 4, 2010 —
In the latest edition of its quarterly bulletin Snapshot, Newad offers an in-depth look at the media environment targeted towards the ever-shifting attitudes of 18- to 34-year-olds, and addresses strategies that are likely to help advertisers transmit their messages more effectively to this demanding clientele, a group well-known for its critical mindset.
Because their social evolution is fuelled by information and advertising, 18- to 34-year-olds are constantly connected to a multitude of communication channels. But these multitasking experts are also becoming more difficult to reach in an effective way. It’s no use bombarding this clientele’s already oversaturated headspace because the goal is, above all, to attract their attention. To do this successfully, advertisers can integrate their messages into credible content or into environments that encourage the maximum level of response from the client. Taking this into account, social media and other types of diffusion and exchange spaces on the Web are definitely areas that should be prioritized. Several statistics mentioned in Snapshot confirm this trend:
• Almost half of all time spent on the Web is dedicated to viewing content. It’s no surprise that almost 60% of marketing professionals have confirmed that their social media budget has increased this past year. The result? Over one third of Canadian businesses acquired new clients thanks to these social media;
• More than one third (37%) of Canadian consumers between the ages of 18 and 34 share information about products, businesses and brands through different digital platforms. Which of these platforms is the most popular? It’s simple: one quarter of young adults are now using cell phones to surf the Web. And when they need to search for information, a large number of 18- to 34-year-olds (60%) prefer mobile Web applications specially-designed for their mobile device (40%).
The way we communicate is constantly evolving, and this is where Newad comes into the picture. Newad’s NIGHTLIFE.CA division reaches 160,000 people through its various platforms: the magazine, newsletter, Website and social networks (Facebook and Twitter). The NIGHTLIFE.CA team is an expert in putting together content, events and commissions targeting 18- to 34-year-old Montrealers. The team especially stands out from the others because of its ability to deliver original, effective products, which include video productions, Web design, printed matter and large-scale initiatives. The latest edition of Snapshot offers a look at how NIGHTLIFE.CA has succeeded in effectively integrating advertisers like the STM and Annabelle makeup products into custom-made content in order to achieve its market development goals. The team especially stands out from the others because of its ability to deliver original, effective products, which include video productions, Web design, printed matter and large-scale initiatives