Conscientious Advertising: Paying Mind to the Expansion of Digital Real Estate

Marketing Reaches Further into the Personal Sphere 

As our advertising world continues to bloom in innovative and unexpected ways, the savvy marketer must be mindful of how their materials present to the public. Over a few, short decades, the reach of ads has expanded significantly. Today, we find advertisements appearing in more spaces once believed to be private. Whereas traditional placements such as billboards, newspapers, and TV are unanimously understood and accepted, the rise of digital has provided new opportunities in previously unexplored real estate. 

Think of the last time you refueled your car; many pumps now play unskippable commercials while you stand by. Moving in-home, the majority of new smart TVs require an online account to complete their set-up, often asking what room it’s placed in as well as who’s watching. Instead of booting your TV to the sound of tube static, your living room can be greeted with an ad banner or sponsored background theme. Even operating systems have evolved to serve ads on both personal and business computers. Logging into work, you could be offered an ad for the latest A-list video game. How would you react? And how might your attitude toward that product be influenced by its time and place? 

All of these modern placements live in spaces previously free of advertising until recently. Although many early adopters embrace the power of such targeted ad types, consideration should remain focused on the feelings of your specific audience. Simply put, both the risk and reward of pursuing more personal space can be higher. A well-conceived ad can reach an actionable consumer, while a misstep could quickly impact your brand’s overall perception. 

Coming Soon, In-Car Ads? 

Ford made headlines in the Fall of 2024 for exploring another new ad space, the inside of their vehicles. As cars have become more tech-centric, even base models are outfitted with larger infotainment screens, smartphone compatibility, and on-board GPS. These improvements open the door to advanced features, and Ford’s concept would serve ads in-car based on their location. The system could be sophisticated enough to recognize where a driver was in their commute, the road conditions, and even analyze the context of passenger conversation. These types of information enable powerful audience targeting, like a smart billboard directly in your car. 

Keep in mind, Ford has only patented this technology and has done so without stating if they will or will not pursue the deployment of any such system. Even in their initial research, concerns were noted as to the public’s appetite for the idea in general. Whether Ford develops their in-car ads or not, it adds a healthy layer to the debate and conversation all marketers should be having. Is your advertising effective - Or intrusive? 

Embracing New Ad Space 

As the world of advertising continues to advance, so must marketers. Staying up to date means following along as new varieties, locations, and targeting abilities become available to the average campaign. But having a tool is different than understanding what it’s best used for. When approaching your product and goals, try and keep the following top of mind. 

Being able to advertise somewhere doesn’t always mean it’s the right fit. Look critically at each placement and its paired marketing material to be sure it supports your financial institution’s unique needs. Reaching your target audience is only part of the battle. Consider what’s around them: When will a prospect see your ad? What will they be doing? And how might they react given those circumstances? These questions should help you consider the perspective of your audience. Annoying your target demographic even by accident wastes time and resources, but also adds hurdles for next time. Ultimately, the way you advertise is just as important to your brand as the message you share.