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brands
Most digital marketers are often categorizing their advertising as either branding OR performance, with siloed strategies and objectives. As programmatic advertising has driven home the ‘right ad, to the right person, at the right time’ phrase over the last several years, creative adoption has been slow.
The annual SXSW Interactive Festival evolves into something slightly different every year. And why shouldn’t it? From music to sports, food to fashion, and the very first POTUS appearance, they pride themselves on creativity, innovation, and inspiration. We were there for the latest in ad tech and one of the 2016 themes was something near and dear to Flite - the impact of intelligent creative on personalizing the consumer experience.
Election season is heating up and candidates are being tasked with personalizing their campaign to both their core audience as well as those teetering on which direction to cast their vote. And just like every other “vertical” nowadays, digital advertising is the platform for these personalized campaign messages to be served to voters.
Last week, I read about a new Beats ad featuring an abundance of celebrities, Julia Louis-Dreyfus being chosen as the new face of Old Navy, and Victoria’s Secret using the starpower of Taylor Swift to encourage sales. Which got me thinking about the marriage of brand and celebrity—probably the strongest and longest-lasting marriage that Hollywood has seen. Celebrity endorsements have been around for decades and as we can see from my experience last week, they’re not going anywhere.
You’re on your cell phone, navigating through your favorite app, when a banner ad pops up. You try to click the *Close* icon in the corner, but you can’t quite make out where your fingertip lands on the screen. Instead, you seem to have launched your mobile browser as it loads the website for an online shoe store.
If you are a premium publisher selling ad inventory direct, or an agency pitching services to clients, ad products are something you should be investing heavily in.
Ad products are digital advertising magic. They take something that is overly complex -and package it up into a simple, sellable, and repeatable solution.
An ad product is more than just an ad. It should be defined by the following elements:
Having worked closely with both publishers and agencies developing ad products over the last 3 years, here are the common elements of ad products that win deals.
