It is an important time for advertising: never has it been accessible to so many people. There has never been less control over what is distributed generally. To think back at a time when a publisher decided whether to accept all of someone’s budget based on whether their readers were actually engaging with their print ad is ridiculous… But that is exactly how things work today digitally. With the enforcement of GDPR legislation, advertisers have even less control.
A lot of the consumers are now more vocal than ever about not wanting to be exposed to marketing. Ads are being ignored. The first banner ad came out 25 years ago which in internet years is around 100 years for every human year (!). Perhaps what was at one time disinterest has quickly turned into displeasure and to be honest most advertising is just making it worse!
Native advertising presents the consumer with an alternative that is creative, non intrusive and that actually makes sense to their journeys as customers.
I heard someone say the other day, ”Sometimes, I don’t even know what it is I need but I log on to my instagram account or read an article and the “right” ads come up with things that I wanted to get anyway!”.
This is because native ads respect peoples’ boundaries and look nice… This may seem like a strange thing to say but it is also equally as important for the ads not to give you a sore eye!
Advertising is becoming increasingly personalised but also automated, immersive and experiential… All this is, of course, trackable as incredible technology is helping advertisers go where advertisers have never been before.
1. For the first time ever, 2019 sees digital accounting for about half of the global ad market (eMarketer).
2. The growing fanbase for Voice. According to Juniper Research, 2.5 billion voice assistants were in use at the end of 2018, and that number is expected to more than triple by 2023 (Source: Adobe Digital Insights).
3. Interesting fact: 39% of people who heard a voice ad later went on to purchase the product advertised (Adobe Digital Insights).
4. The future is programmatic: by 2021, 88%, or $81 billion, of all U.S. digital display ad dollars will transact programmatically (eMarketer).
5. 50% of Generation Z and 42% of Millennials identified social media as the most relevant advertising channel (Adobe Digital Insights).
Vertis Media is hosting a Golden Ticket give-away for MAD//Fest London 2019, the most exciting adtech, martech & tech disruption festival in the world.
MAD//Fest opens its doors on the 13th November for two days of inspiring content with the biggest brands and break-out start-ups. If you’re a marketer, advertiser or disrupter, join us to meet, learn and seek out new ideas, connections and partnerships.
VertisMedia, the European adtech startup are proud sponsors of MAD//Fest, committed to promoting diversity and opportunities for people from all backgrounds to enter the media industry and switch brands, agencies, publishers and tech firms.
The festival line-up includes some of the most influential senior marketers in the UK and:
2,000 + brands
150 + speakers from the world’s top brands, agencies + platforms
Pub of the future, interactive cocktail bar + MAD//Senses Room
100 exhibitors across three curated halls.
Lots + lots of networking, drinks, parties + unconventional fun in an old East End brewery.
Register here for a chance to join the people carving out the future of marketing, advertising and technology.
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.