4 Ways Big Brands With Big Awareness Can Bridge The Attention Deficit
Check out the on-demand sessions from the Low-Code/No-Code Summit to learn how to successfully innovate and gain efficiencies by improving and scaling citizen developers. Watch now.
What do apps like Amazon, Netflix, Facebook, TikTok, WhatsApp, and Uber have in common? Everyone knows who they are, even if they don't use it, let alone have the app installed on their phone. This massive consumer awareness is why you don't see a lot of these apps focusing on app growth. It's probably not a lack of advertising that keeps people from installing them.
At the same time, it's not like these apps don't advertise. You still see them - on billboards, on TV, on public transport and even in cinema advertisements. Indeed, advertising often serves a different purpose for big brands: attention, not just awareness.
Why advertising is still important when you're a big brandFor big brands, advertising isn't about generating an individual install (although that's certainly a nice perk). It's about reaching the mass market. It's about getting the attention of their users, not just their conscience.
You can take the current streaming wars as an example. According to a February 2022 survey, US consumer awareness of the "Big Five" video streaming services - Netflix, Amazon Prime, Disney+, Hulu, and HBO Max - is at an all-time high of over 95%. Netflix leads the pack with 98% overall consumer awareness and far more awareness of its programming than its competitors.
EventSmart Security Summit
Learn about the essential role of AI and ML in cybersecurity and industry-specific case studies on December 8. Sign up for your free pass today.
Register nowBut notoriety is not enough when you are a big brand. Content is still king. People will switch subscriptions depending on what shows are available and what they want to watch. This makes the streaming services market share extremely fluid. In its latest earnings call, Netflix announced a loss of almost one million subscribers, which shows how fluid this market share really is.
With so many big players and an apparent cap on the number of subscriptions consumers are willing to buy, market share is vulnerable. It is therefore extremely important to remain a priority.
4 Ways Big Brands Can Hold Consumers' AttentionBig brands might not need brand awareness ad offers, but they sure do need a con...
Check out the on-demand sessions from the Low-Code/No-Code Summit to learn how to successfully innovate and gain efficiencies by improving and scaling citizen developers. Watch now.
What do apps like Amazon, Netflix, Facebook, TikTok, WhatsApp, and Uber have in common? Everyone knows who they are, even if they don't use it, let alone have the app installed on their phone. This massive consumer awareness is why you don't see a lot of these apps focusing on app growth. It's probably not a lack of advertising that keeps people from installing them.
At the same time, it's not like these apps don't advertise. You still see them - on billboards, on TV, on public transport and even in cinema advertisements. Indeed, advertising often serves a different purpose for big brands: attention, not just awareness.
Why advertising is still important when you're a big brandFor big brands, advertising isn't about generating an individual install (although that's certainly a nice perk). It's about reaching the mass market. It's about getting the attention of their users, not just their conscience.
You can take the current streaming wars as an example. According to a February 2022 survey, US consumer awareness of the "Big Five" video streaming services - Netflix, Amazon Prime, Disney+, Hulu, and HBO Max - is at an all-time high of over 95%. Netflix leads the pack with 98% overall consumer awareness and far more awareness of its programming than its competitors.
EventSmart Security Summit
Learn about the essential role of AI and ML in cybersecurity and industry-specific case studies on December 8. Sign up for your free pass today.
Register nowBut notoriety is not enough when you are a big brand. Content is still king. People will switch subscriptions depending on what shows are available and what they want to watch. This makes the streaming services market share extremely fluid. In its latest earnings call, Netflix announced a loss of almost one million subscribers, which shows how fluid this market share really is.
With so many big players and an apparent cap on the number of subscriptions consumers are willing to buy, market share is vulnerable. It is therefore extremely important to remain a priority.
4 Ways Big Brands Can Hold Consumers' AttentionBig brands might not need brand awareness ad offers, but they sure do need a con...
What's Your Reaction?
