By Rupert Staines, Managing Director, RadiumOne

Advertising is built on three key variables: frequency (how many times you displayed your ad), recency (how long you left it between displaying each ad) and environment (where you placed it). However, the evolution of online advertising and of the Internet into a social platform has dictated that these variables are no longer solid enough foundations solely on which to pin your campaigns if you want to gain the optimum return.

So what’s changed? The first thing to note is that the original three variables do still apply. Campaigns do need these considerations in order to be successful, but now advertisers have to acknowledge and embrace other tenets in order to realise the full potential the Internet now offers.

Firstly, there is the explosion in tablets and smartphones, which has enabled consumers to be online, all the time, and therefore able to be targeted more than ever. Next, the Internet has evolved into the Open Web. It’s no longer just used for search and gathering information. In 2011, consumers primarily use it to connect with friends and peers, sharing ideas and content.

This leads us on to the third and perhaps most crucial new part of the equation. The sharing phenomenon has completely rewritten the rule book when it comes to online advertising. Mark Zuckerberg was quoted earlier this year as saying “Every year we are sharing twice the amount that we shared the year before”. Therefore, advertisers need to look at what consumers are searching for, what they are sharing, how much they are sharing and how often, on any device, anytime. However, tracking all these elements individually and viewing them in siloes is time consuming, error prone and wholly ineffective.

This is why a holistic view is required. The good news is that we are at the stage where advertisers and agencies can use one platform to monitor all these aspects and finally view these campaigns with open eyes. Needless to say, being able to view campaigns in this manner will undoubtedly benefit brands, as it will allow them to understand the movements of the consumer across the virtual landscape, without infringing on their privacy.

The holistic approach then creates the market trading dynamic where the Ad impression is treated as the commodity and Data acts as the currency we trade on. This enables us to unlock value, display more relevant ads at greater scale and ultimately execute more successful campaigns.

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