Ad industry shifts to 'customized' digital content


Posted at Mar 01 2018 05:56 PM | Updated as of Dec 25 2019 05:26 PM

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MANILA - Customized online advertisements will help engage today's "discriminating" consumers, a marketing professional said on Thursday. 

Companies are creating ads to target various consumer interests instead of just uploading content originally meant for TV, Norman Agatep, president and managing director of Groupo Agatep, said.

"There’s a great effort to customize because there are so many types of individuals on the internet and you’ve got to taper the content that you’re giving them online in a way that engages one on one as they interact with their device," Agatep, chairman of the Ad Summit Pilipinas 2018, told ANC. 

"The idea is to surround the customer with a brand story and find the appropriate media that will communicate to that consumer in a way that’s relevant to him or her," he explained.

The increased use of mobile devices and social media in the last few years gave brands "a mix of choices" when it comes to advertising, David Guerrero, creative chairman of BBDO, said.

He said brands and marketing professionals need to adapt to the trend and to deliver value at every touch point.

Today, Agatep said, brand success can be measured by social impact and in creating an environment for brands to flourish and to engage "discriminating consumers."

"In today’s scenario and during the ad summit, we’ll be investigating new ways that we can measure these brand success apart from profit," he said.