Technology is created to make our lives easier and save us time. Advertising seeks to make the consumer aware of products that can enrich their lives. At this year’s Cannes Ad Festival, these two entities merged, showcasing the infinite breadth and versatility of advertising in the modern technological age. Whereas the admen of decades past saw their creativity limited by technological inadequacy, those of the 21st century are thriving in an era of limitless creative potential. But, who benefits most from the modern age of advertising? The consumer, of course. Amongst the most notable companies capitalizing on technological advancements is Mashable, who debuted its new Mashable Lift For Brand Partners product at Cannes. Mashable Lift is powered by one ideological concept: give the people what they want. Through their product, Mashable will be able to streamline and improve the efficacy of branded content, ranging from articles, to videos, to infographics, and everything in between. This will create a more interactive, personalized online experience that affords the consumer the ability to see more of what they want, and less of what they don’t. If the people want to see a Grumpy Cat Vine from Friskies, then so be it. More adorable photos and videos will be making their way to your browser. Cats not your thing? You’ll see content that you aren’t interested in (be it cats or anything else with an online presence) replaced with content that’s actually relevant to your unique interests. From the consumer, to the content creator, to the site owner, everybody wins.
Relevant content that complements consumer interests is the way of the future, and Mashable is one of the innovative companies that are helping us move one step closer to achieving a more relevant online experience.
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