There's a war goin on outside no man is safe from...
Unless of course, you live under a rock that is. If you've got a Phone, Computer, TV, Radio, or consume any form of mass media, you're caught in the crossfire of advertisers dueling to win you hearts, minds, and wallets - I'm talking about the war for attention.
Brands, if you intend to fight this war, like any other war - you're gonna to strap up. Disruptive Advertising in Mass Media has long been the weapon of choice for advertising, a commercial here, a popup there - But that's no longer an effective tactic. Like Mobb Deep Said, It's Survival of the Fittest, and If you intend to survive, Brands must transition their media budgets to where and what humans spend allocate most of their attention.
Mass Media, Entertainment, in particular, has a very tangible effect on not only what where spend our money, but on our overall worldview. We just witnessed the President create a 24 hour news cycle, in the most meta ways possible - He's creating media (Tweets), about media (about news), made about him. We've watched people literally become brainwashed via the media they've consumed over the election cycle.
Marketers, you must hear what I am about to tell you. Mass Media is not a toy. It's a very powerful force to be reckoned with and should be approached with the all intentions of leaving that audience better than when you found them.
Eleven is here to help you with that.
Attention isn't bought, it's earned.
Right now, the are over 3.5 Billion Internet Users. That is over 40% of the global population. Gen Y + Gen Z have a collective consumer buying power of over $240B. Reaching this audience effectively is going to pay high rewards to brands who do it well. Specifically, 67% of users under 35 consumes video based entertainment online via Youtube vs the dwindling 36% are giving their attention to pay tv. If you read that and thought "Oh, well just move the ads to youtube" you've missed what Eleven's all about.
For decades, Advertisers have simply copy/pasted disruptive ad formats from medium to medium - and it's really never worked. Radio Commercial, Tv Commercial, and Youtube Commercials are all the exact same thing - Commercials.
615 million devices blocking ads worldwide by the end of 2016, 62% (308 million) of those mobile. Desktop ad blocker usage grew 17% year-on-year to 236 million. Ad Blocking surged by 30% in 2016. EVEN IF THEY MOVE FROM TV TO YOUTUBE, THEY WILL STILL BLOCK YOUR DISRUPTIVE ADS, STOP TRYING TO MAKE FETCH HAPPEN. And I Know this may come as a Shock But this new generation doesn't want to see the same old commercials, no matter how funny they are. Making more ads, faster, will not solve anyone's problem - because no one is watching them in the first place.
So Now What?
What are brands going to do get the attention of customers 40 and under to grow their enterprises?
The answer is simple: You need a technology partner that is designed to close the gap between Advertising and Entertainment.
We know that attention is the most valuable resource we all have, and as humans, we prefer to share our attention with experiences we enjoy. To align with the desires of online video consumers, advertising must move more towards being entertainment.
Entertainment gets consumed. Ads get blocked. Its that simple.
Eleven Digital, Inc. provides technology that puts every brand in a position to harness the attention captured in popular entertainment via social video.
Eleven scales the creation and distribution of branded content with a proprietary CPV of $0.03. We make it easy for brands to focus on making sure their messages are really consumed by the right audience and move that audience toward action
What are you waiting for?
Learn more about Eleven