A massive thank you to all at MAD FEST LONDON for putting together such an amazing and powerful event last week. The Vertis team was delighted to sponsor the two-day conference that brought together the brands and people leading change across marketing, advertising and tech.
Check out Allie’s 5-minute talk, From Victims to Victory: How a Crisis Can Make Marketing Matter More Than Ever, on being brand ready in challenging times and how to ensure future growth through contextual advertising.
Here are 3 tips on how to emerge stronger and start 2021 with a bang!
Create authentic content. Respond to customer needs by creating and re-purposing authentic content. Reach your consumers with relevant, engaging and timely content and ads on the platforms that most align with your brand values.
Not sure what your brand values are? No problem! Go back to the drawing board and really get to the bottom of what the brand stands for and work onwards and upwards from there.
Be flexible. Given the historical moment we are currently experiencing, flexibility is everything. Be ready to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis.
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.
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.
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”.
Ads that appear on websites that are directly relevant to what the user is viewing are contextual. They are ads that positioned at the right place and the right time.
What is Contextual Advertising?
If you are viewing a recipe that involves the use of a particular kitchen utensil or brand of food for instance, you will have the opportunity to be presented with an advert for something useful in that context. The idea here is that people who are browsing gluten free food recipes are more likely to appreciate an ad for gluten free pasta than a car ad at that moment. A more captivated consumer usually means more conversions, so contextual advertising is a great way to improve the performance of your display ads.
With the correct targeting, contextual advertising can help you to improve the placement of ads. In order to employ contextual advertising in the right way, you’ll create extremely specific ads for very specific keyword groups or site pages.
Vertis Media shows ads to users who are browsing on sites that are directly relevant to a product or service, and it follows that the audience will probably be more receptive to it.
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
Narrow your focus on something your company excels at and aim at your target audience.
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.
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.