Verizon Acquired AOL: What it Says About the Future of Advertising
7/20/18

Advertising will be increasingly driven by data. By acquiring AOL, Verizon will not only receive technical tools and talent — the company will also receive a significant amount of consumer interest and behavior data. Combined, the two companies have a deep, sophisticated sketch of their audience. Because Verizon is connected to users across multiple devices, it already has valuable information on consumers’ geographic location and device usage. AOL, on the other hand, has a sophisticated advertising platform (AOL One) that is driven by audience insights to deliver digital ads tailored to users’ interests and history. So basically, Verizon is getting extremely close to knowing where their users are, when they’re connected, and what they’re looking for. All that information will increase the company’s ability to deliver extremely relevant ads.
Takeaway: Are you utilizing data to drive your advertising campaigns? Start investing in research and analytic tools or services to make sure you know your audience well. Our research and analytics team can help.
Takeaway: At minimum, ensure that your brand’s website is mobile friendly. Consider creating an app and/or investing in more mobile advertisements to increase your mobile presence even more. Check out the mobile app we designed for Gulf Coast Seafood or the mobile-friendly website we made for Fireball Whisky for inspiration.
Takeaway: Given the growth of the digital advertising market, it might be time to reassess your brand strategy. Engage your existing audience with a solid website and strong social media presence; attract new followers with keyword- and audience-specific ads on digital platforms like Google, Facebook, LinkedIn, Pandora, and YouTube. Our social media team recently boosted Tijuana Sweet Heat’s Facebook followers from 0 to 29,000 and our AdWords-certified media team knows how to create and monitor successful Google search campaigns.
Takeaway: Technological advances are bringing advertisers closer and closer to their audiences; which means that it’s increasingly important to have digital expertise on your side to stay ahead of competitors. Whether you’re looking to create a simple and shareable infographic or launch an aggressive e-mail campaign, we can help.
Takeaway: Create an in-depth content marketing plan to expand and engage with your audience. Attract new followers with targeted social media posts and search engine-friendly web content; inspire your existing audience with share-worthy images, videos, and blog posts. Lastly, dedicate a portion of your content marketing budget to paid digital promotion and e-mail marketing. As shown by our success with Visit South Walton on their content marketing strategies, a solid campaign includes a mix of paid, earned, and owned content. Need some help? We’ve got a content marketing team ready to help you get on track. Get in touch to find out more.
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