Unlock new audiences with emerging media

Integrating emerging media into your marketing strategy can be an effective way to reach and interact with new customers. What is emerging media? Strategic America (SA) Media Director Carole Curtis defines it as media that are in the process of becoming mainstream — including streaming video, podcasts or new social media channels. When integrating new platforms, it is essential to stay informed of new developments, trends and the presence of traditional media.

Utilize connected TV

One emerging media platform, video streaming, quickly ascended in popularity and should be seriously considered in media strategies. According to Curtis, streaming numbers have now passed traditional broadcast viewership, and connected TV homes will soon surpass the number of linear homes. Specifically, Free Ad-Supported Streaming (FAST) services have seen growth.

“We’re looking at connected TV certainly as a branding tactic, but also as a performance channel,” Curtis said. “We’re starting to layer in some really sophisticated activation technology to help show return on investment to our clients from that channel.”

Keep up with audio trends

Audio growth – including podcasts and audio-only ads – has also been prominent in recent years. Curtis attributes this to the development of technology, including the ability to listen to audio on the go, smart speakers and other channels. Podcast listenership skyrocketed during the COVID-19 pandemic and has maintained audiences.

“We’ve seen particular growth in podcast listenership with older demographics, which is a little bit surprising,” Curtis said. “With the younger demographics, we’ve reached saturation in that area, but listenership is consistent.”

Other emerging media

In terms of digital media, Meta – including Facebook and Instagram – is the largest emerging platform. However, the SA team is starting to see growth and innovation on other platforms, including Reddit, NextDoor, Pinterest, Snapchat, LinkedIn and TikTok.

Commerce media is also emerging as a trend. Companies like Amazon, Walmart and Hy-Vee use customer data to push their products and services through physical and digital touchpoints, linking advertising directly to transactions.

“Commerce media started with retail media networks, and it’s starting to expand into other sectors,” Curtis said. “This includes retail and financial — really any sector where an organization is using its first-party transaction data to power advertising opportunities.”

Use emerging media to drive engagement

One benefit of emerging media trends is they typically offer more opportunities for consumer engagement. For example, shoppable ads on connected TV platforms offer consumers a direct pathway to make a purchase and provide feedback.

“Emerging media oftentimes provide more engagement opportunities, which opens up the door to a lot more metrics as far as actions taken, cost per action and media touchpoints that went into getting that action to occur,” Curtis said.

Maintain a balance with traditional media

Although it is important to integrate emerging media when possible, traditional media shouldn’t be overlooked. Businesses should strive for mix of traditional and emerging media channels in their advertising efforts.

“In a given day, you’re not just only on social media,” Curtis said. “You may see a billboard on the way to work. Maybe tonight you’ll go home and watch the news on TV. Understanding the target audience and that we want to reach them multiple ways helps us break through the clutter, achieve good frequency and get that awareness and action.”

How can SA help?

SA’s experienced media team brings a deep understanding of the ever-changing media landscape and is dialed into the evolution of emerging media. Teams take trainings, participate in webinars and subscribe to research and data platforms to stay informed on industry developments and changes.

When it comes to monitoring and adapting to emerging media platforms, the integrated team at SA has your business covered.

Carole Curtis is the Media Director at Strategic America. Learn more about our services.