RESONATE or else....

The word ‘resonate’ is something that one hears in any conversation to do with a brand. Very few would know that the entry of this word into the Marketing Lexicon has its origin in a Media strategy wherein a cheaper medium is used to prolong the effect of a more expensive one. For example, a campaign might run on TV for a certain duration, after which a notable cue from the TV execution is adapted for say, Radio. When the Radio ads are heard, the cue stimulates associations from the TV advertising. This effectively prolongs the impact of TV and makes the TV budget go further than it otherwise would. The old media however precluded any consumer interaction & was sadly one sided in presuming that viewership equalled consumer interest.

The Digital medium, you will agree, has changed this equation. Lightning-speed rejection or acceptance of messages by the consumers on this medium has completely changed the interpretation of ‘Resonate’. It all about attention now…. how much time is the consumer willing to spare for your message! It’s heartening to note that some premium publishers are beginning to not only place more value on “attention” or time spent with the content but are also open to transacting on that basis. Needless to say, Attention metrics goes beyond just viewability & provides a better correlation to effectiveness. But, the media industry has operated on impression-based currency for long and even the transition from gross (served) impressions to the more palatable viewable impressions itself has taken a very long time & is still to be fully aligned. Clients must insist that Attention metrics should be the most important consideration in the valuation of inventory or else face the risk of their brand(s) not resonating with the consumers.