SPONSORED BY AMAZON
The way we consume media is drastically changing.
Compared to traditional formats like TV and radio ads, adults last year spent nearly three hours more per day engaging with digital media. By next year, digital is expected to account for almost two-thirds of adults’ media consumption.
This rapidly evolving and increasingly fragmented landscape poses
a challenge for advertisers, but also an opportunity: Brands can
now reach their desired audiences wherever people surf, stream,
and shop — but to engage those audiences, advertisers will need to get creative.
By experimenting with new channels and formats and crafting innovative ad experiences that redefine the traditional parameters
of the brand-to-customer relationship, brands can effectively
engage with their audiences in a new era of media consumption.
Media consumption throughout the years
Average time spent per day with digital vs. traditional media by US adults, 2021-2025
Note: ages 18+; digital includes all time spent with internet activities on any device; traditional includes linear TV, radio, newspapers, magazines, printed catalogs, direct mail, cinema, and out-of-home.
Source: eMarketer, June 2023
Below are three brands that cracked the code through innovative, multimedia messaging campaigns — and what they learned.
- TIAA
Partnering with creators and influencers to produce customized content can help you reach new audiences.
TIAA is a Fortune 100 retirement services provider with a campaign called “Retire Inequality,” which educates the public about retirement inequality for underserved communities, including Black Americans. To raise awareness about the fact that 54% of Black Americans retire without enough savings, TIAA partnered with Grammy Award-winning artist Wyclef Jean to produce “Paper Right” — a song with a crucial message about financial security.
But a great song is nothing if no one hears it. That’s why TIAA teamed up with Amazon Ads to amplify the song via a streaming activation that reached audiences across multiple channels, including Amazon Music, Fire TV, and audio ads on Echo devices.
Louder than music
As part of the campaign, TIAA also took advantage of Amazon’s Stream It Forward program: For every stream of “Paper Right,” Amazon donated $1 to TIAA’s nonprofit partner, First Generation Investors, which educates young adults on the importance of financial security. That partnership proved incredibly beneficial, with TIAA reaching its charitable goal within just 48 hours.