Intrinsic in-game advertising and measurement may be the future of marketing and advertising. Cary Tilds, Chief Strategy and Operations Officer at Frameplay, believes that the power of immersive and interactive content will drive significant engagement for all brands, big and small. This concept applies not only to gaming and the Metaverse, but to all content and media channels.
Measurement remains a significant challenge in 2023 due to the continued depreciation of 3rd party cookies and the complexity of the industry surrounding the conflicting desire to have cross-media measurement. However, Tilds predicts pockets of innovation in measurement will come from this disruption, with more growth in this area in 2024.
AI and machine learning are not a new topic, but the buzz around these topics and some later 2022 newsworthy headlines have fueled a resurgence of interest and application that will provide measurable results. Finally, the single biggest driver that will shape the market in 2023 will be the economic outlook.
To optimize their entire measurement and metrics game, Tilds advises marketers to be comfortable understanding each channel’s capabilities and obstacles to measuring for that specific channel. Instead of starting with metrics, she recommends starting with the capabilities for each channel to produce deterministic or probabilistic measurement capabilities for audience reach, contextual relevance, attention value, engagement of content, and purchase or purchase intent. From there, marketers can build a KPI framework that aligns with each channel.
For B2C tech marketing to create more ROI for businesses, Tilds suggests focusing on authentic messaging, creative, and experience for the channel and its content. This approach produces relevance for the brand, serving both short-term ROI goals and building brand value within the context of immersive and engaging content.
Looking to the future of the B2C martech/adtech industry, Tilds believes that human-centric design must be at the heart of problem solving. The industry has been designed to be very tech-centered and transactional over the past 10 years, and there are incredible opportunities to solve tough industry challenges for marketers.
But to grow, the industry must put humans at the center of problem-solving because, after all, it is still humans managing the machines (at least for now).
In conclusion, the future of marketing and advertising lies in immersive and interactive content, which can drive significant engagement for brands. However, measurement remains a significant challenge due to the continued depreciation of 3rd party cookies and the complexity of the industry surrounding cross-media measurement.
To optimize their metrics game, marketers should focus on understanding each channel’s capabilities and obstacles to measuring and build a KPI framework that aligns with each channel. To create more ROI for businesses, marketers should focus on authentic messaging, creative, and experience for the channel and its content. Finally, to grow, the B2C martech/adtech industry must put human-centric design at the heart of problem-solving.
