What is the brutal truth about advertising?

Native knows what I need before I do…

The brutal truth about advertising

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!

Win a £3000 worth Golden Ticket for MAD//Fest London 2019 with Vertis Media

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.

The winner will be announced on 08/11/2019.

What is digital display marketing?

Display advertising is a type of advertising that uses text, animations, photos or videos to target users with a commercial message.

digital display marketing

There are 3 main types of display advertising campaigns:

  1. Retargeting
  2. Acquisition
  3. Brand awareness

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

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.

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.

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”

Vertis Media joins the 2019 London & Partners Business Growth Programme

Vertis Media will be representing London B2B sector at the London Business Growth Programme Winter Cohort 2019.

Vertis Media, an already successful brand in Italy and Spain, has decided to grow in one of the most exciting and competitive cities in the world when it comes to start-ups and entrepreneurial talent: London. Continue reading “Vertis Media joins the 2019 London & Partners Business Growth Programme”