As time passes, consumers are given additional ways to gather and analyze information about the world around them. The media landscape continues to change, and it seems that the final version of media ‘as we know it’ has yet to arrive.
AdLand is not the only industry having this conversation and dealing with the difficulty this transformation is bringing. Our industry cousin- the news industry- is facing similar issues.
The overall questions that we both aim to answer is if additional outlets of information actually make consumers more informed. If people are able to get news from newspapers, TV, radio, Twitter, Facebook, FlipBoard, podcasts and online TV, do they become more informed than those in the past? Likewise, if consumers can get product information and advertising some all those same outlets, will they be more apt to brand recall if we assume that we place our ads across the board?
Let’s first address the news dilemma.
There have been multiple studies done across the nation about the rate of news consumption, and how people feel about being informed. The results have been interesting. One study highlighted in the Freakonomics podcast “Why Do We Really Follow the News” suggested that the increased amount of outlets didn’t help create more informed people- it actually helped those news consumers to be able to weed out the outlets they didn’t like in order to focus mainly on the outlets that affirmed their views.
In short, people searched for outlets that supported their views and opinions.
If people search for outlets that support their views, and brands are repeatedly showing their face in those same outlets, shouldn’t the brand recall be positive?
As always, it depends.
As brands determine which outlets to use and how often to use them, we have to really take our consumer’s behaviors into account. If they are extremely active, and see our brand ALL the time, we could trigger brand fatigue and create the opposite effect- they may try to search for different brands.
The outlets should depend on the topics and issues being covered. If they are reading about mudslides in the areas tearing apart homes and communities, advertising your “MudRun 5K” might not be the best idea. But if your client is an insurance provider and offer 24/7 free consultation, that might be worth adding that to the programmatic campaign.
Do multiple outlets promote brand recall? In short, it is highly possible. If done right it can bode well for the brand. If done poorly, it can be a waste of money and could actually damage the brand equity one has already built.