iMedia Connection - ad:tech blog

It’s time for a new paradigm in advertising. In this age of social media, it’s clear that prospective customers rely on recommendations for everything from where to eat to which phone to buy—yet advertisers have not caught up. While the rest of the internet is actively engaged in providing personalized experiences, online ads continue to provide one-size-fits-all information, ignoring the personal needs of individual customers.
Enter the adverguidement. The Adverguidement is fast gaining recognition as the convergence of advertising and guidance, powered by technology. This new paradigm brings online advertising into the 21st century by putting personalized guidance right into the ad.
Why is adverguidement so important? Customers have lost faith in traditional advertising. Most marketers still design ads that target a generic audience within a mixture of demographics. These ads do nothing for today’s typical customer, who seeks personalized information to clear up confusion and make decisions with confidence.
To make things worse, when prospective customers click an ad, they are taken away from their original destination and brought to an unfamiliar site. While this has long been the norm for internet advertising, it is anything but normal for customers. Imagine if, while visiting her favorite boutique, a young woman sees a... Read more