Dive Brief:
- Marketers have a new hurdle when it comes to reaching targeted audiences: "Liquid consumers" are interacting with media across a variety of screens and platforms such as smartphones, laptops and smart TVs.
- The Interactive Advertising Bureau (IAB) Agency Advisory Board’s 36 senior executives from leading creative, digital and media agencies will release insights into this development via two white papers, one later this week.
- The industry will need to accept 20 key performance indicators (KPIs) unique to the liquid consumer audience in order to define success.
Dive Insight:
In an Adweek article, Randall Rothenberg, president and CEO, IAB, said the challenge and goal for publishers is no longer about bringing consumers to a centralized site, and is instead about reaching audiences “anywhere, anytime, anyplace in anyone’s domain.” To meet this goal, publishers are putting content on third-party platforms such as Facebook Instant Articles, Snapchat’s Discover and Flipboard.
In response to this challenge, the IAB Agency Advisory Board is releasing two white papers: "Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology" and "Digital Advertising Audiences: An Industry Perspective on Creating and Building Audiences in a 'Liquid Audience' Paradigm." The former covers the disconnect between advertising agencies and tech firms pursuing the same goals, but separately. The latter paper covers the challenge of trying to connect with “liquid consumers.”
One of those challenges will be measuring success, and in the article Lincoln Bjorkman of Wunderman said, "The reality is that there are 20 different types of KPIs that can be unique to an audience. Thus it is important to recognize there are many ways for consumers to show love to a brand, and these are very relevant to the channel or platform where they reside."