Recently, there's been more online discussion about the evolution of rich media toward integration and display of rich data in online display advertising. Case in point: Tessa Wegert of Enlighten recently wrote an interesting piece for ClickZ in which she highlighted some of the 'new' trends in rich media that came out of last month’s report from PointRoll, which included localized content and more personalization. In her opinion, some of these new trends look like older trends, only this time with more promise. In particular, local media is an area where she sees real potential for advertisers:
"Advancements in display ad technology have allowed marketers to create local campaigns that are no longer tied to local media buys, thus expanding their options on all fronts. As a result, the next generation of local digital advertising -- the one we're on the cusp of now -- may be more about dynamically generated ad content like geographically relevant product data, pricing, and inventory than an insertion order from a local radio station site."We see the same trend. Advances in online display advertising enable marketers to re-imagine ways to use dynamic creative to serve client campaigns, especially (as Tessa notes) in the creation of local ad campaigns with more locally relevant information, such as product pricing, inventory, and special promotions. Add to these ideas the enhancements of localization and personalization that are enabled by the smartphone, and we’re talking about a massive expansion of the local context in advertising.
Here at Krillion, we're helping drive this trend by enabling more dynamically generated content that consumers can use as they turn to the web and mobile web to research and buy products locally.
A good example is our recent e-circular that's running on Topix.
Look out for developments from Krillion as we expand our network to bring consumers more geographically relevant product, pricing, and inventory information.
This is also a major opportunity for marketers and manufacturers, who will be able to display contextually relevant product offers to consumers who are already 'thinking local.'
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