3 Ways Brands Can Succeed As Advertising And Technology Evolve

Well AdWeek is over. Yawn. We found out that Jerry Seinfeld loves advertising. Or at least getting paid by advertisers.

People are still talking about millennials. Even though many of those talking about it are millennials. Video and mobile platforms are growing in importance. Nothing really new there.

So while the advertising industry spoke about many of the same things we’ve all been talking about for a few years now, there were three consistent themes across all these conversations that emerged.

First, of course there was a lot of talk about how programmatic ad buying will continue to grow as publisher revenues and the public interest in banner ads shrink.

Second, content marketing is emerging as the counter weight to advertising that we hate. Can brands create stories people love? Is Native advertising somewhere in the middle?

Third, there was a lot of discussion about the future of the agency. The discussions were rather ominous and generally revolved around fear that the glory days are over. If machines are buying the ads, what is left for the agency to do? The message: follow the fear. Be funny. Be Human. Find that big idea for your clients. Storytelling is the answer.

A few weeks ago, I wrote an opinion piece on these very themes in AdAge called How Brands Can Remain Human When Native And Ad Tech Collide. And so the timing seemed right to share it here now.

Programmatic. Native Advertising. Content Marketing. Human Storytelling.

As we all know, John Oliver gave a very funny and blistering rant on native ads earlier this year on his HBO program, “This Week Tonight.” He equated the lowering of editorial’s long-held barrier with advertising departments to a surgeon ripping a patient’s heart out and thinking it doesn’t matter — that readers’ trust in their news source is, in fact, all that matters. I can only imagine what he’d think if he knew that native advertising is now being discussed as moving toward a programmatic model.

I believe that native ads and content marketing will never be bought 100% programmatically — there are too many nuances to ensuring that content and the publication align. Humans will always play a role.

When it comes to native ads, I see the primary challenge coming from aligning branded content with a specific publication, and feeding back data to brands that allow them to adjust what they create over time.

How will programmatic buying evolve to better serve native ads and other non-traditional content, and what should marketers look for when looking to make investments in native ads more efficiently? Here are three strategies:

1. A semi-automated approach is effective for meeting readers where they are. For example, Outbrain is creating totally new content-based modules that will replace the traditional banner ad. They’re based on a CPC model and, in addition to targeting via demographics, they’re leading the charge to leverage data for automated and semi-automated content discovery.

In other words, they help buyers both place content and understand where it might get the most traction or response, since that has implications for what they license and create on the front end.

Lesson: Brands should track targeting results and test often to be sure content placement and context feels authentic.

2. The future of targeting is spontaneous, custom ad creation. OneSpot is literally trying to replace the banner with content vs. ads by basically overriding display inventory with content-driven creative. Brands still buy inventory through the exchange on a CPM basis, but they have a cool “engine” that takes content and embedded images and creates a new kind of banner unit on the fly.

Steve Sachs, CEO of OneSpot, blogged “Content marketing may not look or feel like digital advertising, but its backend needs to work more like today’s existing programmatic ad technology stack for brands to really succeed in a digital environment.” His point is that creating content at scale is no longer the challenge (debatable, in my opinion, for high-quality content), and that the hurdle is real-time audience targeting from customer data.

Lesson: When using this type of technology, it is in the best interest of your brand to not rely on the engine until it proves entirely effective to your goals as well as seamless and on-brand for your readers.

3. Transparency and creativity are the only way this model with thrive. We see other approaches through Nativo and Sharethrough, which are leading the pack with true native ad units vs. recommendation widgets. We also are seeing native ad platforms like Syndicate beginning to bring transparency to native ad pricing, which may very well be the first step required as this market matures.

And most recently we saw Taboola, another content recommendation company, acquire Perfect Market, with the goal of marrying their programmatic ad platform and content recommendations to better publishers’ bottom lines. In an ancillary space to watch, Rocketfuel also acquired [X+1] bringing together its programmatic ad network and [X+1]’s dual demand-side platform (DSP) and data management platform (DMP) solution.

Lesson: Your users should never feel tricked or deceived when clicking on your content. The point of programmatic is to serve up relevant content in an efficient, timely manner to reach your audience when your content is what they’re looking for.

Ultimately, I believe that audiences will feel deceived no matter what if they are led to a really bad piece of content — programmatically or otherwise. Our industry needs to create standards and ethics to ensure that the integrity of the publisher and the brand are upheld while also delivering value to the reader.

To do this, the content “inventory” needs to be reviewed thoroughly to ensure that the right content is aligned to the right publisher — and that quality always wins.

We’ve seen in our own native ad buys that the most success comes from deeply collaborating with the publisher to make it a truly native — and also valuable — experience for the readers.

For now, placing native ads into a programmatic strategy is something that brands can do — but they are wisely being careful about its application so far, since getting it right is ultimately about providing content that audiences actually want.

Native isn’t just about placement. It’s about the content being just as indigenous as the readers who dwell there. Brands must work with publishers to meet that mutually-beneficial goal or risk being the butt of even more jokes.

What do you think?

Let me know your thoughts in the comments below and please follow along on Twitter, LinkedIn, Facebook and Google+ or Subscribe to the B2B Marketing Insider Blog for regular updates.

Michael Brenner

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

7 thoughts on “3 Ways Brands Can Succeed As Advertising And Technology Evolve

  1. There are 320 million markets in the US and marketers of brands need to develop a positive relationship with each. Friendly brands humanize the buying, use and brand extension process with positive reinforcement of the consumer experience and the inclusion of the customer for future purchases through inclusion in the development of the brand’s products and improvements.

    1. That’s a great point Russ. There is no excuse for not targeting and personalization down to a target market of one. Requires data, technology and content to get it done across the many channels we all use.

  2. Well said, Michael. It’s still about the content. The right ad popping up in the right place has its uses – but only goes so far without something solid to lead to. Content is about communication, which automation can never fully replace.

    1. Thanks Chester. I totally agree. I hear more and more about targeting and I keep thinking we’re chasing down the rabbit hole instead of creating experiences people want to opt in to. Seth Godin wrote about this years ago with Permission Marketing but many marketers still don’t get it.

    2. Great post, Michael.. And I agree with you Chester. Content is not only about communication, but useful communication. Automation will never replace useful personal communication.

  3. I agree completely. Ads (as we know them) are nothing more than content, just very subjective content with a push message. Ads are transacted with machines in an attempt to match the push message with the right recipient who cares. If we take ads to the extreme, they become genuine, dynamic content that people want and appreciate – not something they avoid and block. After all, ads and content share the same “space”. It’s really just a matter of how its presented – a paid message or not.

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