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The best videos strike a careful balance between creative and strategic thinking. Video production designed to elicit a direct response, be it a call, a sale, a click, or a download, needs to do more than tell a great story.
If you’ve clicked a ‘chat now’ button looking for answers on an online shopping site, chances are you’ve encountered a chatbot. These AI-powered auto-responders are programmed to react and engage with human conversation in real-time. Most chatbots are programmed to respond to simple cues and queries, but as adoption of their tech becomes even more widespread, marketers are starting to wonder: is there direct response advertising potential in a bot?
The numbers are in. Broadcast experts, Media Technology Monitor (MTM), have just released a new report on the number of Canadians choosing online TV over cable or antenna broadcast. MTM calls this group of consumers “TV My Way Canadians” and reports membership in that group has doubled since 2003—sitting at 11%. Doom and gloom for broadcast media? Not quite.
Eagle-eyed advertisers may have been sensing a shift in recent months as Snapchat continues to roll out longer ads within its Discover vertical—the section of the app where users can browse multi-format content from leading media companies.
As consumers spend more time glued to their smart phones and multi-tasking during commercial breaks, direct response advertisers are experimenting with taking their content online. And it's no wonder—a Nielsen survey we cited in 2015 found that simultaneous Facebook targeting and on-TV advertising produced increases in ad recall, brand linkage, and likeability of the brand.
New research from the Media and Technology Monitor finds that media consumption habits vary from province to province—a key detail for marketers to keep in mind when planning their next direct marketing campaign.
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