How Digital Media Changed How Brands Connect With People Forever

by | Feb 20, 2019 | Impressions

The historic period we’re currently in goes by a few names: the Information Age, Digital Age, New Media Age, etc.

No matter what we call it (we kind of like Information Revolution), what defines this age is how we consume information and how we fund it.

How we consume information is through the internet. Advertising funds most of the internet. And media is how we publish advertising.

A characteristic of this digital age is that technology advances at a breakneck speed. And it has a very real impact on how advertisers handle media.

The crux of this impact is the fact that the interaction between brands and people has changed forever.

Here are two of the biggest reasons why:


1. People Have A Voice

Fundamentally, there are two ways people communicate with brands now: directly and indirectly.

+   People communicate with brands directly through social media, videos, etc. Think people responding to a spicy Wendy’s tweet.

+   People communicate with brands indirectly through their behavior regarding ads. Every click, every non-click, every ad blocked, every ad skipped, every ad shared — it’s all quantifiable.

This indirect communication means that brands have access to more audience insights than ever before.

To tell their story effectively in this digital age, brands have to understand what their audience is saying and adapt.


2. Real-Time is Possible

The best part is that this adaptation can happen in real time through programmatic technology. Or at least, it’s supposed to (read why digital media is usually not real-time).

The promise of digital media is real-time personalization at scale. It’s hitting who you want to hit, when and how you want to hit them.

With programmatic technology brands can gather and act on insights in near real-time.

These two facts mean one thing: media is more valuable than ever. It’s incredibly important for modern brands and their agencies to get media right. LumenAd can help you get there.

Subscribe to Impressions

Get the latest news, tips, tricks and best practices delivered to your inbox.

The Latest

What Is RTB?

What Is RTB?

RTB, or real-time bidding, is the technology that underpins much of modern advertising. Understanding RTB and its impact will make you a better marketer.

Advertising Metrics Matrix

Advertising Metrics Matrix

A PDF matrix that’ll help you utilize the right metrics in the right way and make your reports relevant to campaign objectives.

What COPPA Means for the Future of YouTube Brand Safety

What COPPA Means for the Future of YouTube Brand Safety

YouTube is no stranger to scandals, but what’s happened in the last few weeks of fall 2019 might spell disaster for everyone’s favorite place to share cat videos.  How bad are we talking?  Thanks to COPPA (The Children’s Online Privacy Protection Act), a law passed in...

Q4 Checklist Worksheet

Q4 Checklist Worksheet

A PDF worksheet to help you maximize your holiday impact and ensure your team is set up for success in the busiest quarter.

LumenAd logo      © Copyright LumenAd 2019
111 North Higgins Avenue, Missoula, MT 59802  -  406.552.1022  -