Innovations help cross barriers and broaden the scope of what a business believes is achievable for them. However, advertising innovations are crucial to the growth of all businesses, irrespective of the scale at which they operate. For businesses of all sizes, no marketing tactic is one-size-fits-all. They need to keep reinventing their strategies to reach and engage their audiences. 

While traditional advertising requires businesses to have an in-depth knowledge of the geographies, digital is a whole intriguing world of diverse demographics. Each comes with its own strengths and points of hustle. 

From content marketing and contextual storytelling to brand communications across the funnel, innovations are the need of the hour for businesses. Here are four ways businesses can invest in advertising innovations to reap excellent returns.

• Content creation and optimisation at scale.

Having a team that never runs out of words is a dream for those who work in marketing. This can be a reality with systematic content creation, where quality is not affected by scale.

Optimising content at scale helps businesses improve their strategies and reach customers with contextually relevant information. 

Brands can invest their ad spends to not just amplify a message to all but to seamlessly personalise it for each customer. With the help of content partners that provide solutions on SEO optimization, ideation tools, and AI-enabled dashboards, brands can focus on expanding their reach and elevating their messaging by creating quality content and reach new audiences. 

• Engaging short-form storytelling formats

Branded content has the innate ability to reach customers without on-the-face sales communication. It’s usually delivered with the help of relevant influencers in the domain. They understand the pain points of customers in the purchase journey and design their interactions in a manner that provides solutions.

One of the most efficient ways is to create immersive experiences that engage customers using web series where the product shines organically. Such interactions tend to have greater customer appeal without jeopardising brand safety. Bite-sized videos and short-form content help brands drive home their messages without losing audiences midway. 

• Contextually targeting digital out-of-home advertising (DOOH)

Contextual targeting in a public space can do wonders. It could be a mall’s parking space where the customer is already in the mood for shopping or waiting in line to place their order at a kiosk — relevant brand communication can make a difference, especially if the brand is available in the vicinity. The brand recall might be triggered when they see the product on a shelf. 

Brands can make the most of innovations in DOOH campaigns with hyper-targeting locations for ad placements, outdoor advertising leveraging brightness technologies, contextualising ad campaigns with real-time data and events; and robust AI-driven dashboards for smart analytics.

• Brand-safe user-generated content

User-generated content is increasingly becoming a key part of brand marketing strategies because it allows brands to leverage real stories of real people affected by their products and services. These are excellent testimonials that work best for instilling trust in the eyes of the consumers. 

However, it takes time, effort, and research to discover, acquire, and distribute user-generated content in brand-safe ways. Partnering with platforms such as Jukin Media help brands to leverage engaging UGC formats and videos and enabling brands, businesses, and creators with valuable insights to get started.

Innovations help businesses across industries prosper. Advertising innovations have helped several industries thrive with communication tools that benefit businesses of all sizes. Businesses can partner with Huella, and leverage the technology-based innovations offered by their diverse partner portfolio, including Accelerate Content, Jukin Media, AdOnMo, and Huella Experiences.

Contact us to get started today.