What is non-linear advertising & how can it help publishers?
What does non-linear advertising mean?
The term non-linear has been cropping up in media for years.
We used to consume media in a linear fashion - we would start watching an appointment-to-view TV show and sit there until it finished, because there was 'nothing else on'.
Likewise, we would purchase the day's newspaper and read it over the course of the day.
The internet has disrupted this model and we now consume media in a non-linear fashion, finding what we want, when we want it (as browsers).
Non-linear advertising implies the same level of consumer choice - we are no longer beholden to advertising, we are not passive consumers, we are free to say 'no'.
Our journeys of media consumption are complex and advertisers cannot be sure they can reach us in one place with the right message. Activity in one channel may affect other channels, and this effect can be hard to untangle.
Advertisers have to find ways to deliver advertising that consumers will actuallychoose. That means ads that are appealing and relevant to a customer, wherever they happen to be.
Non-linear advertising is therefore all about user-initiation, relevance and branding in the round - it's only well-developed brand propositions that shine through in every format and in the face of increasing consumer expectations.