Who would have thought that new media would’ve been welcomed so quickly into our lives? Podcasts, streaming audio and video, Connected TV, video games, the metaverse… They are all now part of our lives and advertisers know that well.

The rise of new media in the last couple of years have forced marketers to adapt to a whole new world of technology innovation. After all, they’re new channels where they can connect with customers and potential consumers.

New media is not a thing of the future anymore and it’s here to stay. But how can marketers leverage these new channels? First, let’s dive into the evolution of these new advertising formats.

Evolution of new media advertising

Let’s focus on the evolution of two new media formats that have increased a lot in popularity in the last few years: podcast and Connected TV.

Do you listen to podcasts? Since when? The concept of podcasts, as we know them today, originated around 2004 as programs to download radio broadcasts. Advertising in this new media format worked as native ads. This means that the ads were read by the radio host but were not integrated with the content of the program.

Nowadays, advertising on podcasts requires a level of creativity and integration with the content in order to be engaging and increase brand recognition. The hosts and writers of the podcasts are in charge of producing the ads, allowing themselves to give them their own flavor and tone.

In the case of Connected TV, this format is newer compared to others like streaming audio or video, who have been part of our daily lives for a longer time.

But, what is Connected TV? This term refers to TVs that have access to the internet and can stream digital content, like audio or video. It has become an essential part of people’s homes in the last couple of years, so it makes sense that advertisers and marketers have increased their interest in this type of new media. This includes Smart TVs, game consoles like PlayStation and other devices like Chromecast.

Today, Connected TV is one of the biggest content mediums and it continues to grow each day, replacing already-outdated cable and satellite TV services.

on-demand media

Why should you dive into new media?

It’s pretty clear the increase of importance and popularity of new media in our current society. Streaming has become the standard method to consume new kinds of on-demand content for both audio and video formats. And the stats prove it.

For instance, the Connected TV industry is expected to reach $113 billion by 2026, making it a lucrative business for marketers, as Think With Google reports.

Also, approximately 75% of all households in the US reportedly have access to Connected TV, according to Digital Dealer. And, since we’re talking about on-demand content, the consumers are presumably more invested and engaged in this kind of new media, creating a perfect scenario for advertisers.

The same happens with audio streaming. As you already know, podcasts have become a staple of entertainment in our daily lives. Traditional radio broadcasts have been replaced by streaming audio apps that have seen great growth as 209 million people are estimated to listen to online audio monthly, as Trinity Audio reports.

How you can advertise in new media

The rise of new media ad platforms have made it easier for advertisers and marketers to reach their audience in different ways than traditional media.

Digital advertising is constantly adapting to new trends, technology and consumption habits of the audience. But, how can you know if advertising in new media is the right thing for you and your marketing strategy?

Defining the new media consumer

media consumer

If we analyze the profile of consumers of different new media formats, we can find that the main demographic consists of young people between 18-34 age range. That means that, if you decide to invest in new media, it’s because you’re trying to reach your GenZ and Millenial audience.

New media is also most consumed at home. It’s been reported that streaming represents 25% of TV usage, and in 2021, 59% of podcasts were listened to at home.

This can shine a light towards demographic details of consumers. According to MNTN, CTV viewers come from affluent families and have a college degree, as 28% of podcasts listeners also do.

New media is also mainly consumed for entertainment and relaxing. Think about the rise of video streaming services like Netflix or Disney+ in the last couple of years. Although their subscription growth has stalled in 2022, these companies are expected to invest billions of dollars in new content. This aim to both provide and consume entertainment makes the consumer more prone to welcome targeted ads and have a better predisposition to be more engaged.

5 ways to start investing in new media

1. Define your target audience

Make sure that the targeting of your ads is well researched and executed. Keep in mind the demographics of your audience, their behavior, interests and the context of the content in which you’re inserting your ads.

There are already many new media platforms that let you input this information and segment your audience for a seamless targeting, such as podcasts, CTV or streaming ad platforms.

2. Set your goals

Ask the question: what are you trying to achieve with your new media ad campaign? You need to create ads that serve as a vehicle to reach your goals and align with what your audience wants and desires.

Also, don’t forget to resort to multimedia resources like audio or video effects to catch your audience’s attention and make sure to add CTAs at the end!

3. Assign the necessary budget

It depends on the format of the ad. For audio formats, the budget can be lower than other channels, but, as you probably know, it ultimately depends on many other factors such as the targeted country or the app.

For video formats, it’s important to note the creative efforts that are necessary to create high-quality ads. That’s why assigning a budget to the creative aspects of the ad production is crucial to have excellent ads.

4. Repurpose old ads

In the case of video streaming ads and Connected TV, you can repurpose successful old video ads and incorporate them in your new media ad campaigns. Make sure to follow the right video technical aspects and follow your target audience’s preferences in order to create high quality ads.

5. Measure your results

Measuring results in new media formats can be different from the typical digital ad campaign. For instance, clicks may not have the same importance as a Google Ad campaign, specially for audio ads, that’s why you may need to measure your results with different metrics, like reach, site visits or ad completion rates. Also, don’t forget to measure your results regularly!

Seeing how quickly new media is gaining popularity, it’s time for advertisers to think about its benefits and start to join the fun. Are you ready for it?

Feel free to contact us to know more about these new types of media formats! Click here to reach out.

What is new media?

New media is a term that represents internet-related types of communication. Since technology is constantly evolving, new media includes any new form of digital communication like streaming apps, podcasts, mobile apps, websites or Connected TV.

Why should advertisers invest in new media?

Stats reveal that the consumption of new media keeps increasing and it’s becoming part of our lives. This, along with the big investments on these new formats and the availability of very diverse content, makes new media attractive for advertisers to invest in it.