What levers can disrupt the advertising experience?

In an era of advertising saturation, consumers are exposed to so many messages that they have learned to tune them out. Brands communicate about their products and solicit their target audiences more than ever in an effort to drive sales. While digital technology has disrupted many habits, it is worth remembering that consumers, once powerless against advertisers, have taken control of the future of brands. Information is everywhere, reviews flood social media, recommendations pile up, and scandals break out into the open. Communities are forming, and internet users now have the power to make a brand thrive or break it.

🌈 From advertising to experience

🔎 Consumer expectations & brand content

The awakening of a collective conscience regarding ethics and the legitimacy of brands is changing individual consumption habits. Today, more than ever, consumers want humanity, honesty, and kindness. Ecological and social issues concern, worry, and mobilize them.

Brands can no longer just sell good products; they must stand for values and know how to tell their stories.

And telling a story means informing while entertaining, and teaching while adding emotion ✨. Storytelling is not the subject of this article, but experience is. So, how can you create an advertising experience while moving beyond brand content?

💡 From customer experience to advertising experience

Experience no longer lies solely in taking consumer expectations of brands into account. It also lies in how they are presented. Because a well-told story will only have an impact if it gets the attention it deserves. Social media is flooded with ads, search ads line the web, and display ads invade the media.

Target individuals where they least expect you. Surprise your targets where they will be receptive.

At Klox, it is in our DNA to offer disruptive solutions, leveraging tech to innovate and transform the advertising experience. This applies as much to the relationship between a brand and its target as it does to the relationship between a brand and its agency. 🤝

‌📍 The keys to transforming the advertising experience

Knowing how to stage your story also means using the right communication channels so that the message is read, seen, and heard. So, among the disruptive and innovative levers, we are giving you some keys to catch the consumer's eye in this advertising frenzy. 💡

🧐 DCO: Dynamic Creative Optimization

A true way to personalize digital advertising for each individual. In the form of display banners or native ads, DCO cross-references your target's data with their environment and external context. Simply put, the recipient sees an ad that takes into account their consumption habits, browsing history, interests, and intentions. But the power of DCO goes much further, as it allows all types of criteria to be integrated into the ad: weather, geolocation, language, time, sports results, and many others 💥. Applicable to every business, such a lever is extremely powerful: targeting the individual, time of broadcast, publisher sites relevant to your targets, and personalizing ad content based on temperature, all while integrating geolocation.

If DCO integrates perfectly into a target's digital environment, the lever will have a direct impact on the conversion rate. It also proves its worth for branding or retargeting objectives, thanks to the performance of programmatic advertising. 📈

🎧 Native podcast

Dedicated to streaming broadcasts, the native podcast stands out as a user experience. It sets an intimate stage and creates a privileged moment for its listeners 🔥.

In recent years, podcasts have taken off, and the numbers with them. In January 2022, more than 150 million podcasts were listened to or downloaded according to Médiamétrie, an increase of 8.7% compared to the previous month. The podcast brings together 15 million monthly listeners in France, and the number of people consuming content from non-radio groups (i.e., native content) is growing by 81% in just one year.

Running pre-roll ads on podcasts that align with your target audience's interests ensures an optimal listening environment and high recall rates.

Want to know more? Right this way!👇

🎮 In-Game Advertising and playable ads

Gaming is trending, and users have diverse profiles, from teenagers playing on consoles to parents who prefer mobile or PC. That’s as many platforms and types of content as there are target audiences 😏.

When we talk about playable ads, we’re referring to an interactive advertising experience where the target audience becomes an active participant. What better way to convert a prospect than by letting them sample the product?

And when it comes to In-Game Ads, we offer to integrate your product or service directly into the video games your target audience is playing. By becoming part of the environment, your brand image is associated with a moment of enjoyment, ensuring the message is received positively.

📱 A few applications…

Native advertising on apps like Tinder or Mon Petit Gazon has proven its worth. And for good reason: it blends seamlessly into the user's information feed.

Tinder, a casual dating app designed for 18-25 year olds, has 57 million users, two-thirds of whom are men and one-third women. The strength of such a tool lies in its perfect ad integration within the app's interface. Tinder allows you to design ad formats that respect the users' own language and style. 👀

The same goes for Mon Petit Gazon, a mobile gaming app focused on football. The experience goes even further, as it’s possible to run native ads on player jerseys, for example🏅.

It’s a disruptive way to connect with a young audience! And to wrap up on native ads, they are available not just on apps, but on websites as well.

👁‍🗨 VR Programmatic

More than just an unconventional tool, VR programmatic brings advertising to life! You can broadcast your ads on traditional channels using completely innovative formats: augmented reality or 3D.

📺 Addressable TV

TV spot broadcasting is now accessible, even with significantly reduced budgets. It’s a real gem, so let us explain. Addressable TV relies on a precise delivery method: different ad spots are adapted based on the audiences present on the channel's feed at any given moment. And all this, once again, through programmatic technology.

✨ The brand-agency experience

But what about the experience between a brand and its agency?

Just as consumers have expectations, so do brands when it comes to their agency. What truly sets your choices apart isn't just the resources and tools they have, but above all, the relationships they build with their clients. Klox stands out as a disruptor because people are the very foundation of our ambitions. And from this identity flow innovative communication methods. 💥

Our vision is to put people first wherever it makes sense. So, what does that look like in practice? By leveraging tech, we digitize processes—via our reporting platform, for example—to dedicate ourselves fully to consulting and strategy. We involve you in every step of campaign tracking, demonstrating transparency regarding progress and providing you with the keys to understanding each stage. The idea is to save you, as a client, significant time and, above all, to boost performance. Not to mention that Klox places great importance on a culture of care and feedback. From the start, we support you with your needs, expectations, and questions.

As you can see, Klox is an entity driven by passion, where people are the pillar of everything we undertake. As an Agency As A Service, we prioritize expertise, consulting, and strategy to exceed our clients' expectations. Transforming the advertising experience is our vision; trusting us is yours. 🤝

👀 What about tomorrow?

As we’ve seen, trends are shifting and the digital world is evolving at breakneck speed, making way for tools that rely on subtlety, innovation, and creativity. While these are intrinsically linked to technological transformations, what can we expect in the coming years?

The metaverse is the talk of the town, and NFTs are capturing everyone’s attention. The emergence of these new technologies suggests that advertising opportunities will only continue to grow. Indeed, the doors to a virtual world are opening. Everything points to the fact that the advertising spaces available in today’s society will be just as prevalent in the digital universe of tomorrow.

Klox is already positioned as a leader in consulting and supporting your strategies. With our blockchain certifications, our experts can guide you through the emerging goldmine that is the metaverse. 🔥