There was a time when all you had to do was shout louder; now you need to be cleverer instead, explains Paul Coggins, CEO and Co-Founder at Adludio…
Viewability has been the metric of choice in digital advertising for a number of years but, as time has passed, there’s been a realisation that it’s no longer the best way to measure the effectiveness of campaigns. The metric falls short because, in the overcrowded digital ecosystem, an ad just being in-view for a brief period of time isn’t enough to actually catch the consumer’s eye. This has made acquiring the attention of consumers one of the primary concerns for advertisers.
With the amount of content in the online world, consumer attention is at a premium, and it’s becoming increasingly difficult for marketers to be heard above all of this noise. Marketers also have to contend with the abundance of mis-clicks and ineffectual interactions with their ads. This is all mostly down to campaigns not being interesting or attractive enough for the consumer to provide their full attention to the ad in the first place.
1) Create mobile interactions
This is seen very often in the mobile space. Despite it accounting for 60% of global digital ad spend, much of the mobile advertising that is served up remains static and unengaging, meaning the industry is widely failing to encourage consumers to interact and engage with ads.
Advertisers need to develop campaigns that make consumers want to learn more about the product or service on offer. One way they can do this is through interactive mobile ads. Backed by creativity and data, these create an environment where campaign effectiveness can be measured by consumer engagement – the truest form of attention – rather than the outdated metric of viewability.
With the deprecation of third-party cookies on the way, measurement is becoming far more difficult in general. Because it takes into account actual ad interactions, engagement is a strong indicator of campaign effectiveness and, as a result, promises better business outcomes. But while it’s all very well to recognise the value of engagement, who can you actually achieve it?
2) Engage the consumer
Engagement is inherently linked to creativity. This is not a new discovery – for example, in 2017 Nielsen found creativity to be the most important element of advertising campaigns, contributing 47% to the success of said campaigns.
However, the reliance of advertisers on third-party cookies to track and target people across the web has meant that, often, creativity has taken a backseat in favour of data. As we edge closer to the deprecation of third-party cookies, there is an opportunity for creativity to no longer be an afterthought, and for advertisers to see the improved results this shift brings.
In order to bring those interactive, and effective, creative elements into advertising campaigns, advertisers need to ensure they are adopting the right solutions. Solutions that not only enable them to measure the effectiveness of their campaigns, but also utilise privacy-centric technology and data to make informed decisions about future interactive campaigns.
3) Use intelligent technology
The effectiveness of creative elements can be measured in ways that were not previously possible thanks to technologies built on artificial intelligence [AI]. These can use historical data around creative to analyse which content and formats produce the most engagement. And this can all be done in a privacy-first manner, without any personal data.
AI technology can be used to ascertain which places consumers are most likely to engage with ads, and the types of ads that are likely to be the most effective. This would be impossible to do manually, but AI can analyse years’ worth of campaign data and device touchpoints, and use that to optimise campaigns, so that they deliver the most attention and engagement.
Bringing automation into the creative process can also help brands free up resources, while targeting audiences with engaging creative that will capture their attention. In turn this helps towards delivering increased return on investment from campaigns. And the anonymised nature of the creative data means that the solution is privacy-compliant – gold dust in the increasingly privacy-focused, highly regulated digital advertising industry.
Much of the future of successful digital advertising will hinge on context and data-informed creative. The combination of the two will drive engagement, particularly within the mobile space, and AI should be the driving force behind that. Brands that recognise the intersection of AI and creativity, and how they can underpin the attention economy, will be gaining an advantage in the privacy-focused future of digital advertising.