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creative management platform
Millennials and women prefer independent labels to designer and luxury brands, according to a study by creative management platform Flite.
Twenty-three percent of women and millennials are likely to buy independent labels, compared to the 14 and 19 percent, respectively, which are apt to purchase luxury brands. Luxury brands are thus tasked with ensuring these consumers switch their preferences as income begins to increase.
Publishers and advertisers alike are looking for ways to offer readers engaging and less-interruptive experiences with native/branded content. Some are experimenting with different ad formats and sizes like the Immersion Unit developed by Flite, a creative management platform.
The New York Times started using Immersion Units late last year and the format has quickly evolved as a go-to format that the Timeshas incorporated into premium ad offerings.
As described by Flite, the units are designed to deliver content-rich native experiences with non-standard ad sizes. These in-stream ad units are helping publishers increase engagement rates.
So your company has decided to go the way of Unilever and "zero-base" its marketing budgets. You Google the term, and what you see gives you chills. For example, The Wall Street Journal calls zero-based budgeting "an arcane-sounding financial tool that slashes costs by focusing on details as minute as how to make photocopies."
Flite was originally founded in 2006, and rebranded from Widgetbox in 2011. Can you tell us a little more about the evolution of the company over the years and how you made the foray into creative management for marketers?
We started the company focused on connecting content producers with consumers across the web. Larger publishers started to use our platform to produce ads with a better user experience and that led us to our current business.
We in the digital advertising space like to think of our slice of the industry as forward-thinking, ahead-of-the-curve and superior to “traditional” advertising. We’ll even spout things like, “digital is no longer a consideration – everything is digital.”
OK, great, only every day, digital advertising fails to connect with consumers and falls further behind.
The reason is simple: user experience, or in digital parlance, UX.
