1) Are you aligned with the native user’s mindset?
Users of native advertising are a little bit different: when they click they are after new content or exploring a website because they’re ready to discover something new. That’s why, successful content in native advertising often explores new concepts, entertains, or is informative.
2) Are you using enough pictures and videos?
These are the only type of content that look like they have a future in native.
Consumers are becoming increasingly visual and native ads have the ability to cater to that perfectly.
3) Are you segmenting your audience?
This allows the ads to go to the right place and at the right time! It qualifies consumers according to what they are actually interested in. Know your audience and optimise the results that data gives you. That way when you narrow down the focus you are pinpointing the right segments.
4) Have you aligned your headline and keywords…
…To the content in the ad? In this way you are sure fit in seamlessly with the context you are placed in. Like everything advertising- and content-related, performance will depend on your content and your audience.
5) How are you targeting?
Geo-location is the way forward. Local is key when it comes to certain types of business where geographical relevance is everything when it comes to the success of an advert.
Display advertising is a type of advertising that uses text, animations, photos or videos to target users with a commercial message.
There are 3 main types of display advertising campaigns:
Retargeting, also known as behavioural marketing relies on custom segmentations in order to deliver relevant ads to your audiences.
Acquisition ad campaigns can be very expensive and not give great results: a lot of banner ads are competing for the same space with highly retargeted ads that have a stronger chance of converting.
Brand awareness focuses on reach as opposed to direct conversions. The aim here is to reach as many people as possible and make sure they get interested in the brand/product advertised. These campaigns need to run for longer if they are going to be effective
Relevant ads for everyone are a double winner: they brings pros to both the consumers and the brand.
Distributing a relevant piece of information to the right person at the right time means the user is more likely to discover that they are interested in something they perhaps hadn’t thought of before- it widens their horizons. At the same time the brand has a higher chance of making a sale.
What is contextual advertising? Contextual advertising (also known as contextual marketing) is a form of targeted advertising, generally appearing on websites and in apps.
Different data for different brands Various elements can be considered for contextual advertising. Different brands will be interested in different data: for instance, location could make all the difference for a hotel or restaurant. • Language • Location • Weather • Time of day • Device • Preferred channel • Past behaviour • Purchase history
Even holding the above information, brands cannot be as accurate as they would like to be in how they organise their marketing strategy. In fact, it doesn’t help that users carry out a lot of their research outside of the brand’s area of impact. So, though traditional marketing campaigns are still vitally important, the other aspects of this journey give brands an opportunity to continue to have a powerful input.
What are the obstacles to contextual marketing? 1) The first obstacle to employing targeted ads is a lack of usable data. While we live in an age of big data, problems exist in utilising it in order to find out relevant information. 2) Technology: Connecting different data sets is partly a problem with existing technology.
Solution: “acting with context” By employing information regarding sales, CRM data, web data, reviews & feedback, and social data, you can build up a picture that will carry your campaign forward for any brand. For example, if you are going to target a particular profession on LinkedIn, your “profile” for that sector can provide information on how best to connect with that segment.
Machine learning systems are made up of algorithms that are intelligent enough to comprehend data in a way that leads to a “diagnosis”, prediction and organisation.
The more data they are exposed to the more they are able to improve. They can also teach themselves to become smarter over time as they are increasingly exposed to data.
Machine learning allows us to “imitate” the mental process of the buyer “optimising” the choices just like a normal buyer would. This system has the ability to learn over time and generate more accurate results applying its “knowledge” to different campaigns, making those associations that can be challenging for the human brain to pick up on its own.
Machine learning is now everywhere when it comes to digital advertising and is being applied to different aspects of it:
Data measurement (What is Tom’s pattern of algorithms?)
Prediction of device association (Based on IP info is that Tom’s ipad AND iphone?)
Intent prediction (The likelihood that Tom will buy those new shoes in the next month or so)
Response prediction on an ad impression level (Will Tom click on the ad, or view the whole video?)
Fraud detection (Is Tom real?)
Audience insights (Can I extract some of Tom’s behavioural patterns for instance to inform creative design?)
The next steps for machine learning Machine learning will only improve as the years go by. As technology advances, computers will be able to make more adept correlations, and as we move into an ever more mobile world, advertisers need to rely more and more on the multiple platforms in order to deliver their message.
Personalisation, in the form of digital voice assistants, is considered the future of contextual advertising.
These forms of “communication” allow users to search for things they are interested in with their voice, without consulting a screen as they would have done in the past. As AI, artificial intelligence, becomes increasingly accessible to consumers technology seeks to become a more integral part of our lives and not a “separate” entity that we physically consult. This switch to less device heavy marketing will constitute a monumental shift in advertising. AI is now storing incredible amounts of data that is being integrated more and more with consumer technology, especially voice assistants. The information that has been accumulated for years is now being utilised in the consumer’s present day.
Contextualisation is already built on the premise that proposing ads that are relevant are more welcome and unobtrusive, which means that on any given platform you will most likely only see what is relevant to you as a consumer. So personalisation must follow this example in order to create the story telling environment that is so crucial in order to generate respect for a brand. No one wants to see an add for their favourite shoe brand, however loved (!), when they are viewing a page on a piece of news that is communicating the latest on a natural disaster, for instance.
Personalisation must go hand in hand with contextualisation, in this sense, in order to be credible and trustworthy. Knowing when and where is appropriate to provide the customer with knowledge about those new shoes is key to the ad’s success.
“When you keep seeing adverts on the latest BMW but can’t drive, it has no relevance and as a consumer it’s a waste of time that can be disruptive” says Co-founder of Vertis Media, Laura Cioffi.
Social media, dynamic and in constant flux, has become an increasingly crucial part of digital communications strategy.
2019 has seen a 9% growth of social media users compared to last year, bringing the figures to 3.48 billion worldwide (source).
However, social media engagement is in decline even though these networks are displaying more business ads than ever before. Why? Because users are ignoring ads that “interrupt” their social media “journey”. So, while the impact that social media has may be decreasing the number of users is increasing. In that case, what is social media being used for now?
Customers, in fact, are still depending on social platforms to interact with businesses and gather “knowledge”. So, based on this information, how about reaching those customers in a way that is really effective?
With this in mind, it is time to reach customers across social landscapes in different ways: by making sure that the content distributed is contextual. In this landscape of ever-growing decline in levels of interest it’s time to reclaim consumer interest with relevance.
Vertis Media does just this by engaging with customers with high quality information of what represents their consumer journey.
In contextual advertising the ads themselves occur based on the identity of the user and the content displayed and…it’s on the up, as users want the least level of interruption during their time browsing.
Read on if you are interested in know our top 10 facts and trends about contextual advertising.
1.Advances in Matching up relevant data to customers- AI in advertising The algorithms used are under constant development in order to improve how accurately ads match the user’s preferences. These past few years have seen a huge leap in targeted advertising, where the message is made to “adapt” to the viewer. The quest for advertisers, for a long time now, has been to make sure that the information they are putting out there is really relevant. Artificial intelligence is a way of doing this: it gets rid of the detective work in targeted advertising. With the ability to dip into a pool of relevant information regarding its users, advertisers can make sure that “useless” information, that can go against a brand’s positioning, gets stopped in its tracks. This means two very important things for Vertis Media‘s dedication to storytelling: relevance and cost effectiveness.
2.Content continues to reign When engaging with a brand, users have come to expect a wealth of information on more fronts: videos, social media posts, blogs and other types of authentic content. Everyone has caught on to this “trend” which means that in order to stand out, content has had to be more and more interesting. AI can contribute to building a better content strategy. By “improving” the target audiences, businesses can more effectively narrow down the focus of their stories, blog posts, videos and other content pieces to engage their users more effectively.
3.GDPR The “right to be forgotten” that GDPR now implies means that businesses can no longer collect information about people without their consent. Explicit consent. Personalised data is essentially the heart of a targeted ad campaign, so what to do? The correct answer is contextual advertising! How? By finding out the characteristics of a target audience based on the web pages visited. General data about the interests of visitors to that page provides the context needed of how to make information attractive to those users.
4.Video, video & more video Video is becoming the most important advertising channel and this is set to rise in the future. And what better way to involve audiences than to enable them to participate in creating those videos. The creativity of recent generations could take brands far by getting them on board with the creative process of sharing information.
5.Smart TVs As consumers are moving away from linear TV and toward a type of smart TV viewing, advertisers will also, aligning themselves with the new on demand viewing experiences.
6.“Voice” 2019 is likely to see brands that will allow for organic use of the devices, with ads that direct consumers to specific products or services. To reach audiences, brands are using new and innovative ways to get the message across.
7.Personalisation & Contextual Advertising Ways are being found to ensure the messages displayed to the users are “tailormade”. Ads in the future will also be able to gather the info necessary to provide the user with options that are relevant through personalisation.
8.“Billboard targeting” & Contextual Advertising Businesses are planning to give their billboards “eyes” that can scan peoples’ faces who are passing by. The software will be able to pick up on the number of people who go past and the length of time they looked at it. For the past few years, Google has been testing programmatic ad technology, normally in use for the web, for billboards. Google’s access to extensive information on mobile location data means it can target digital billboards in ways that competitors like Facebook can’t.
9.Customer participation & Contextual Advertising User generated media will be used through audience participation. Companies will aim to gain more information from their users in order to involve them. In this way, consumers will be interested in those messages that are more relevant to them.
10.Mobile Augmented Reality (AR) Mobile AR saw a leap from 100 million to 250 million users. A BRP report showed that 48% of consumers were more likely to buy products from retailers that were also providers of AR experiences.
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:
It helps understand audiences: AI can use the way it analyses data to predict what users are most likely to buy.
It improves user experience: AI data can help you give your audience what they actually need.
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.
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.
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!
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”.
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.
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.