DOOH in the Creator-Powered Advertising Future
The evolution of advertising has increasingly adapted over the years, becoming more hyper-targeted and personalized. Thanks to the rise of the Internet, the fundamental nature of global communication and how we do business – not to mention the scale of creativity and content – has dramatically transformed. This digital technology revolution liberated a customized marketplace known as the creator economy. Now, creators, curators, and bloggers are becoming micro-celebrities – or even A-list celebrities – making a living off their ‘specialties’ cultivated from a niche audience.
The creator economy is flourishing. Influencers are proving to be more trustworthy in the eyes of consumers, far beyond brands and agencies. According to a study done by Oracle, 13% of respondents said they had discovered new products or brands via traditional TV advertising. In comparison, 80% reported purchasing products in direct response to social media content. More than ever, marketers are looking to invest in this more than $100 billion industry, with around 50 million people worldwide considering themselves creators. This amplifying economy is expected to gain more momentum as the tools to create content and social apps grow while third-party cookies deteriorate.
The catch for these creators is that they don’t exist without online platforms. Yet, these platforms have generated billions of dollars from the billions of hours of content their creators make, where only a small portion goes back to the creator. This is where Web3 comes in.
The Web3 upgrade focuses on data privacy and giving 100% ownership back to digital creators by cutting out third-party platforms or “middlemen.” Web3 evangelists see this as an opportunity for genuine creativity. A decentralized web is becoming less of a pipe dream and more of a reality with the help of cryptocurrencies, NFTs, and the Metaverse. But like any revolutionary concept, there are still critics like Moxie Marlinspike, creator of Signal and cofounder of Signal Technology Foundation, that are apprehensive of a decentralized Internet. Whatever side you are on, Web3 will be slow-moving to widely adopt, with considerable hurdles to blockchain tech, i.e., costly, scalability, accessibility, and user experience.
Think Outside The Online Box
Although Web3 has a lot of promise for both online creators and advertisers, another major change in the creator industry has taken a foothold this year. Digital entrepreneurs and creators now have a chance to expand beyond the Internet and make their mark on the physical world as well. Digital out-of-home (DOOH) advertising is becoming an easy and affordable way for creators to expand their reach on larger-than-life screens. One of the leading innovators in this space is Jonathan Gudai, CEO of Shoutable and Adomni,”the creator economy is now extending beyond social media to encompass the physical world.” It can be difficult for creators to maintain community and improve discoverability through huge aggregator platforms like YouTube, Twitch, and TikTok. They must constantly find new ways of staying relevant as consumer habits change. Gudai further stated, “Through new platforms like Shoutable.me, creators can easily place their custom content on large screens such as digital billboards and then share real-world photos and videos to all of their social media platforms. The result is higher social media engagement – likes, shares, and comments and a fun experience along the way.” Breaking the traditional social norms and finding ways to set your brand apart from others could create a more straightforward route to becoming a successful full-time content creator.
As we look to the future, content creators are equipped with better tools and different platforms to take their brand to the next level. The world is constantly evolving, and it is best to be ready. Brands, agencies, and content creators must stay ahead of the curve and transform their perspectives to prepare for consumers’ shifting behaviors – anytime, anywhere. If you’re ready to leap into the creator-powered advertising future with Shoutable, our team is prepared to help you. Contact us today.