“The overwhelming presence of ads has contributed to banner blindness and consumer fatigue, weakening engagement and diminishing the impact of brand campaigns. To their credit, marketers are responding by adopting innovative ad formats that frequently surpass expectations in the value they deliver.”
-- Innovation has long been a key driver of growth and achievement in the business world, but in today’s digital era, it has become an absolute necessity for companies striving to remain competitive. Nowhere is this more evident than in the advertising sector, where oversaturation of content has made it increasingly challenging to capture and retain the attention of target audiences. “In such a heavily saturated environment, even the most inventive agencies face significant hurdles in cutting through the noise,” explains Daniel Yomtobian, a well-regarded entrepreneur and leader in the online media industry. “The overwhelming presence of ads has contributed to banner blindness and consumer fatigue, weakening engagement and diminishing the impact of brand campaigns. To their credit, marketers are responding by adopting innovative ad formats that frequently surpass expectations in the value they deliver.”
For a time, brands were able to get eyeballs by relying primarily on content, video, and influencer marketing, but as consumer behaviors kept changing and new platforms gained popularity, they were forced to consider formats that would minimize intrusion while promoting engagement, Daniel Yomtobian comments. The profound shift to mobile devices and the disruptive force that are video streaming services have created tremendous opportunities for innovation and hugely improved advertisers’ chances of boosting their returns on investment (ROI). Interactive ads have emerged as one of the most effective new formats, allowing brands not only to grab and retain consumers’ attention but also improve conversion rates and brand recall. By giving viewers the ability to interact with an ad, marketers are enhancing the user experience, that is an important factor in building brand loyalty. Also known as immersive or engagement ads, these creative offerings take the game to a whole new level through the incorporation of 360-degree video, augmented reality (AR), and virtual reality (VR) for a richer, more impactful, and more personalized experience, adds Daniel Yomtobian.
Just as mobile devices are becoming the platform of choice for content consumption, streaming services are disrupting the traditional TV landscape, and forcing digital-centric companies to re-evaluate their advertising practices. Part of the challenge lies in preserving the ad revenue stream while catering to consumers who have often cut the cord to escape the barrage of intrusive, repetitive advertising, Daniel Yomtobian points out. It is, therefore, hardly surprising that some of the most innovative ideas come from streaming platforms. For example, Hulu and NBCUniversal’s Peacock are rolling out ad formats that carry great promise in terms of reducing disruption, increasing engagement, and enhancing functionality. These innovative ideas include choice-based, transactional, pause, and binge ads, as well as product placement in post-production.
Starting as a web designer, Daniel Yomtobian quickly realized that his true passion is online advertising. Considered a pioneer and innovator in this space, he has led several business ventures to success, of particular note being Advertise.com – a PPC network dedicated to helping advertisers and publishers maximize their ROI and monetize their solutions. In 2014, C-Suite Quarterly described him as a “…young leader [who] will continue to play an important role in shaping the online world of tomorrow.”
Daniel Yomtobian Advertise.com CEO – Dedicated to Helping Advertisers and Publishers: http://www.DanielYomtobianAdvertiseCEO.com
Daniel Yomtobian Joins Board of Directors at YPO Beverly Hills as Membership Vice Officer: https://www.yahoo.com/now/daniel-yomtobian-joins-board-directors-175200356.html
Daniel Yomtobian - Explores the Benefits of Innovative Ad Formats: https://www.yahoo.com/now/daniel-yomtobian-explores-benefits-innovative-211500329.html
Contact Info:
Name: Daniel Yomtobian
Email: Send Email
Organization: Advertise.com
Address: 15303 Ventura Blvd Ste 1150 Sherman Oaks, CA 91403
Phone: +1-800-710-7009
Website: https://www.advertise.com
Video URL: https://www.youtube.com/watch?v=NoZr4UgvY8Q
Release ID: 89168686
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