#AWXII (3/3) Advertising will become more intelligent to aid brands be more relevant
John Nitti of Zenith Media, outlined that going forward, programmatic advertising will be aided in a broadcast context, with a new focus on pulling the data inventory of broadcast programs, making this available to agencies to leverage going forward. John went on to highlight that we're still trying to figure out what the best ad experience is on mobile - because it's so young.
Ad blocking is also changing the industry. If you're a content consumer, particularly on self serving content platforms, you will either have to pay for uninterrupted viewing, or you'll simply need to accept the ad supported modelling that content creators and broadcasters need to depend upon for revenue. This puts a lot of pressure on ads to be higher quality and of a lot more value, which needs to be built up data informed targeting; we think this is a good thing
Bob Lord, President at AOL suggested, during his panel at the New York Times, that advertisers are too focused on ROI, which sometimes causes a shortfall in content quality.
Marketers need to strive to make ads more native and un-intrusive. At the Nasdaq MarketSite, Aki Spicer, Director of Digital Strategy and Content Planning at TBWA\Chiat\Day NY, reflected that Radio was the first form of native advertising, which we think was a fairly clever way of resetting the audience’s mindset in terms of ‘getting back to basics’.
Ambarish Mitra, CEO and Founder of Blippar believes “beauty is subjective, so ads may be beautiful to some”, which of course reinforces the importance of ensuring the data and targeting, particularly from a programmatic perspective, are on point.
Chris Copeland, CEO of GroupM Next, hit the nail on the head - “we’re in the relevancy business - if we hold that as the true north, we'll avoid culture pollution with our advertising”
We do ponder though, how far away are we from having wholly personalised advertising, that is real time, contextual, relevant AND doesn’t require a device based interface. As an extension to this, is it possible to mitigate against mis-trust due to data leaks and personal intrusion?
Thinkers.
