How will AI change digital marketing and advertising?

Designed to understand consumer preferences and deliver relevant customer experiences, in today’s world, AI (artificial intelligence) influences many aspects of our everyday in the form of smart devices, chatbots, and self-driving cars, for instance.

AI has been a hot topic for a while now, especially when it comes to digital marketing. Why? Because when it comes to improving customer experiences and saving time & money, AI is your technology!

What is Artificial Intelligence?
AI enables machines to “think” about, respond to, and perform tasks in the way that humans would. It also helps machines learn from experience and adjust to new input.

Why is Artificial Intelligence becoming so popular?

  • More work efficiency- lower margin for errors
  • It performs an analysis for high volumes of data without overseeing the most important insights.
  • It is a valuable addition to the capabilities of devices though its algorithms: GPS trackers, voice assistants, and home automation systems are just a few examples.
  • Its constant adaption to new input through progressive learning algorithms.

AI is revolutionizing industries with its astounding ability to adapt and analyse data- exceptionally useful for digital marketing. Let’s take a look at how.

How AI is impacting the landscape of Digital Marketing?
Because of the way AI is able to identify marketing trends and analyse data, the world of digital marketing, in particular is able to save money and time through AI:

  1. It helps understand audiences: AI can use the way it analyses data to predict what users are most likely to buy.
  2. It improves user experience: AI data can help you give your audience what they actually need.
  3. A more impactful type of marketing: AI helps to create a more effective marketing strategy for your company, because of the way it handles data.
  4. It can increase productivity: AI algorithms can increase productivity and this will save your budget and eliminate time wastage.

Artificial intelligence really is a technology that can add value to your brand.
Using AI digital marketing strategies will help brands deliver improved customer experience and do more effective marketing. It will also ensure faster problem-solving for consumers.

What is native advertising and how effective it is?

Native advertising: the non-intrusive way of connecting with your ideal audience.

What is Native Advertising? To explain what Native Advertising is let’s start off with a couple of contrasting examples: imagine that you are browsing the web, having a look at some of the websites you normally like to view and suddenly coming out at you are advertising banners left, right, and centre!

Adult book computer

So, you change websites and start to read a really great blog post and once you’re done the site itself provides a link to related content made by a different brand. Which one do you prefer? The last example? Welcome to native advertising! The non-intrusive way of connecting with your ideal audience.

Native Advertising- how do you recognise it?

  • Content advertising seamlessly integrates online advertising into webpages by using relevant content as support.
  • Native advertising’s success is directly proportional to the utility and relevance of its content. It should “blend in” with the rest of the articles that are there. Content like this, increases the likelihood that your readers will recognise and remember your brand.
  • In order to engage, offer content tells the story of where your customer can journey to next. It’s all about gaining their attention with valuable information that is so valuable they will want to share it.

Take a look at this example of a native advertising campaign we developed.

Why is Native Advertising great?
Unlike other more traditional formats such as banners or pop-ups which are disruptive, native advertising has the potential to attract more attention from the readers. Why? Because native advertising retains the look and feel of the digital content to promote a certain content or product. Since it contains information which is useful and productive to the users, it is more likely to be shared on social media, enabling the information to reach as many potential clients as possible.

As Marco Piscitelli, co-founder of Vertis Media states: “Native Advertising offers top quality information to the users, which means we are all winners: the targeted audiences and the advertisers”.

Does advertising on social media work?

Advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning.

Facebook is leading the way when it comes to paid social media at approximately 2.23 billion monthly active users (source: 2018 Social Media Marketing Industry Report : Social Media Examiner). Since Mark Zuckerberg announced Facebook’s shift from branded content prioritizing user’s posts, marketers are in agreement that their reach has dropped noticeably. People are now also willing to invest in other platforms, such as Instagram the second most used social media platform, to see what works in terms of engagement.

Advertising in social media

Paid social is continuing to grow on all platforms. As more marketers realize the importance of meeting customers where they are, they’ll turn to smaller platforms to reach those core audiences.

The shifting dynamics of social media marketing makes it especially challenging to understand which steps to take towards success, but the elevated number of users and levels of activity make it one that cannot be ignored.

It’s undeniable that paid advertising on platforms such as Facebook or Instagram can be effective as part of a wider media campaign. But if what you are aiming for is to actually get results in how a brand is perceived, what you need is a native campaign strategy. With banner blindness on the up the move to a type of advertising that is able to tell a larger story which features a brand contextually is the way forward. In fact, advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning. When and where an advert appears is just as important as what appears.

If the only time your advert comes up is on social media then your targeted user’s mindset is probably not tuned in to what your goals are at those moments in time. The reason they are on social media is probably to check out what their friends are doing or look at cute dog pics. If, on the other hand, they are online already engaging in content that has links and shares relevance with your brand then it will be more effective because they will be of more interest at that moment in time- they will have the right mindset to embrace and welcome the information you are providing.
See how Vertis Media can help with your campaigns.

Contextual Advertising: What it is and Why it Matters

Ads that appear on websites that are directly relevant to what the user is viewing are contextual. They are ads that positioned at the right place and the right time.

examples of contextual advertising

What is Contextual Advertising?

If you are viewing a recipe that involves the use of a particular kitchen utensil or brand of food for instance, you will have the opportunity to be presented with an advert for something useful in that context. The idea here is that people who are browsing gluten free food recipes are more likely to appreciate an ad for gluten free pasta than a car ad at that moment. A more captivated consumer usually means more conversions, so contextual advertising is a great way to improve the performance of your display ads.

With the correct targeting, contextual advertising can help you to improve the placement of ads. In order to employ contextual advertising in the right way, you’ll create extremely specific ads for very specific keyword groups or site pages.

Vertis Media shows ads to users who are browsing on sites that are directly relevant to a product or service, and it follows that the audience will probably be more receptive to it.

AI: the relationship between human and machine intelligence

Humans and information processes, or A.I, have already been working together for a long time. Predefined algorithms are becoming ever more efficient and sensitive to consumer choices, creating spaces that are able to fit into the user flow, unobtrusively and usefully.

A report on emerging technologies carried out by Gartner (August 2018) predicts that AI technologies will be virtually everywhere by 2028, forming new ecosystems that bridge AI and humans.

We live in a world where there is an excess of data available and this ongoing relationship between human and machine intelligence can assist in simplifying lives by channelling the right products to the right people in an effortless process for the end user.

Vertis Media builds intelligent spaces by using technology that respects the user’s boundaries of interest. This contributes to the creation of a more efficient use of funds and information that gets straight to the heart of the matter. Though no personal information is utilised in the process, the campaigns produced become personalised through a system of contextual insight that makes them accurate and profitable. This is possible as they are based on an AI system of optimisation that is able to provide opportunities for scaling and personalising capabilities.

The rules of business are changing as the processes within organisations adapt to a time where being intelligent involves the embrace between humans and machines. Companies favourable to this are becoming increasingly profitable.

However, when we talk about machine intelligence we are not referring to cold hearted, undiscerning automation: it is about the creation of a space where human ideas are passed on and executed by a machine process that is able to, via its constantly refined processing, update information in a way that makes it possible for businesses to transform every aspect of the way they work.
Through AI, Vertis Media creates such a platform that takes you on a journey to simplicity, versatility, and profit.

What is Native Advertising?

Native ads can be both a source of knowledge and sell a product or build a brand.

The chances are that, though you may not have realized, you are often viewing native advertising. In fact, these days, native advertising is everywhere and it is getting more and more difficult to spot. To put it simply, native advertising is paid content published on platforms that can distribute it.

So, what’s the difference between native advertising and “traditional” advertising? To be considered really native the content must take on the look and feel of the editorial style of the publication it is in. It is precisely this that makes native advertising difficult to spot, though as they “become one” with the “organic” content.

This can be a reason for criticism, since the fact that they look like normal content feels like an attempt to trick users. We do not believe this is possible, however… It is very difficult to be “fooled” in that way by an advert of any kind. It’s all about experience and native advertising wins every time as does not require the user to divert from the “mode” that they are in.

If done well, native ads can be both a source of knowledge and sell a product or build a brand. It’s a balance that is not easy to get right, though and if you get it wrong you can turn users against you!
Here are some great examples of native adverts by Vertis Media.

Viewability is not the only metric

“We believe digital video advertisers should have their ads delivered in a manner that is viewable to their target audience.” IAB, 2018.

computer charts and diagrams

When it comes to Native advertising, performance is about a lot more than simply having your eyeballs on the ad.

Without doubt, ad viewability is an important parameter of success for some campaigns, the link to performance depends on targets. There is audience delivery to consider, but also other measurable metrics exist.

In fact, here at Vertis Media, it’s been proven the percentage of ad viewability is actually rarely the best indicator of performance success for campaigns. Instead, sales are the focus of our campaigns. We have never attached KPIs to our ad viewability rates- rather we consider content engagement and the cost attached to them as being metrics that make much more sense.

When it comes down to it, it’s not only about the viewability rates, but it’s also about the cost.

Native ads, because of the pre-programmable optimisation process they rely on, make it possible to allocate less financial resources for campaigns that are still effective. For brand and performance campaigns alike, today’s programmatic native buying environment enables businesses’ budgets to be allocated to real-time to sources that deliver the lowest cost per action — sources that may not always have the highest ad viewability rates.