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.

How Your Brand Can Gain Authority With Native Advertising

Brand authority goes hand in hand with the respect a brand has managed to gain among customers. But what generates authority?

Here at Vertis Media we think interesting information and an active online presence is a good starting point. But there is more…Enter Native Advertising!

Native Advertising can contribute to your brand being seen as an authority in your field through connecting with customers within contexts that are trustworthy. Why is trust so important, anyway? Trust is absolutely critical to acquiring and keeping customers. Having brand authority means consumers will feel confident that you know what you’re doing, and that their budget is being well spent.

It’s also a matter of “feeling”, in many ways, as customers go with one brand rather than another on an instinct based on whether or not a particular brand is considered to be the ‘expert’ within a particular industry.

Native advertising helps to build a reputation that cannot be self-designated. It assists in creating an environment where the public feels safe to form a judgment on whether you have any authority in your field. How? Through the ability native advertising has to tell a story.

Vertis Media’s step by step recipe to creating brand authority

  1. Narrow your focus on something your company excels at and aim at your target audience.
  2. Create content, high quality and regular to generate interesting debates. Focus on what the trends are and compare to what is happening elsewhere in the world. This will make the conversation relevant. Ultimately people want to know that when they read what your company has to say there is always something new they can take away with them.
  3. Share knowledge online through social media and relevant sites. These platforms are now our “new” community and they are where networks and links are formed that can ensure your brand is admired and trusted in a respected environment.