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.

Programmatic and native: a match made in heaven?

Combining programmatic with native advertising will help to create the perfect combination that will ensure a rise in sales for your business.

What is Programmatic advertising?

It is an automated process that involves an auction, where the winner is the one willing to bid the most on a web page. The top price each advertising company is willing to bid for the impression is fixed which means that these mini auctions are be completed within the time it takes for a page to load.

What is Programmatic advertising4

Programmatic advertising allows you to target the right audience– the once actually interested and more likely to have an interest in your brand.

Vertis Media combines programmatic with native advertising creating that perfect combination that will ensure a rise in sales for your business.

This report shows that native advertising, with its tailor made created format, will be responsible for 63.2 % of all mobile display advertising by 2020. The combination to programmatic means we can gear audiences to your brand message in a way that is guaranteed to generate the results you need to hit your targets.

Native and programmatic together lead to ads are delivered contextually to consumers who are most likely to be interested in what you are promoting, which for your company means a more efficient use of your advertising budget. It is a match made in heaven: the native side ensuring that the information you are transmitting adapts to the look&feel of where it is positioned and the programmatic side, able to extend your reach to the right audience.

Programmatic marketing is seen as the future of advertising on the web, with Google targeting 60% of digital advertising budgets spent on Programmatic by next year. According to these stats, programmatic will see a constant and steady rise over the next few years and to take this a step further this other report predicts that by the end of 2019 it will be 50% of all advertising.

Programmatic and native have partnered us in order to involve individuals in advertising campaigns in both a more relevant and respectful way, ensuring that the information they see is engaging as it is pertinent to their existing horizon.

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.

Digital Ads? It’s a matter of mindset (Targeting those who are tuned in already)

No-one is denying that paid advertising on platforms such as Facebook or Google, for instance, 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 contextual campaign strategy.

Contextual Advertising Mindset

Social Ads vs Contextual Advertising

So, what is the difference between advertising solely on social media and contextual advertising more generally?

Both cases require a financial commitment, however these two different modes of advertising couldn’t be more different in the results they obtain. It’s all a question of, what Vertis Media defines as, tuning into the “user mindset”, capturing your ideal customers when they are fully engaged in relevant content.

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.

The real impact of Contextual Advertising

Contextual advertising also offers the greatest variety in terms of formats by including microsites, infographics, videos, web series, blog style articles written in first person or traditional articles, interviews and much more. It tells a larger story where brands play a contextual role that involves a client passing on some control to the publisher purely because a publisher can more readily contribute to creating content that blends seamlessly within the publishing platform’s environment. The end result is contextual and impactful content, and the start of new modalities in terms of formats to play with that capture users when they are in the right frame of mind.

The real value of viewability and the power of creative execution and contextual relevance

It doesn’t matter how much a brand spends on viewable advertising, if ads are bland and uninspiring they won’t drive the required business outcome

Viewability metrics are usually made up of two parts – percentage of pixels in view and time in view – definitions of viewable impressions vary greatly. Continue reading “The real value of viewability and the power of creative execution and contextual relevance”