Programmatic & Native Advertising – officially my least favorite part of marketing

Seriously, the articles I’ve read about Programmatic and Native advertising are super lame. But this PodCast is pretty good. I definitely don’t understand a lot of it because a lot of it is based on automation (for programmatic, at least) and a “middle man” (a middle computer man?) so it’s not as straight forward as the things we’ve talked about before. Let’s just go over what Programmatic and Native are really quick, before we jump into where these are going in the future.

What the flying f is this programmatic junk?

Okay, so I read a little bit more after typing that first paragraph and it’s really not that bad. It’s basically using an automated program that decides where and when and how to place your advertisements. “Programmatic takes multiple data points and makes decisions [about] what screen an ad should be on, what is the most effective strategy at a given moment, and lets you do all the non-manual decisions.” Does that make sense? Basically, there are SO many decisions about advertising media placement and that humans can’t even keep up with it. Programmatic Advertising would use a software to smartly place your advertisements in the right place, and from the other point of view, decides where the advertisements are going to go on your site. Programmatic has picked up a lot of attention as of late because it’s cross-platform potential. It’s 2016 and people have more than one device on them at all times. For instance, I’m watching Mad Men right now on TV, using my laptop to write this blog, and using my phone to distract myself when I don’t feel like writing my blog. So for a generation that is all over the fucking place, we kind of need something that makes it easier for us to advertise all over the fucking place. It sort of takes the responsibility out of the hands of the media planners, and gives it to a software. And while I’ve personally never worked with a software like this, I can trust it. Because it’s 2016 and we all love robots now, right?

Native Advertising – it’s a little easier to understand

Native advertising is defined as a type of advertising, usually online but feasibly elsewhere, that matches the form and function of the platform upon which it appears. I read that and said “well that doesn’t really make sense” but it totally does. And you’ve been a victim to it, whether you like it or not. Lets take a look at this example:

Native advertising examples Vanity Fair Hennessy cognac ad

This is clearly a post sponsored by Hennessy – but is it really that obvious? I mean, it’s a good piece of content, and would grab the attention of whoever it’s meant to grab the attention of. It’s promoting it’s own product but not in a “here’s my Unique Selling Proposition – now listen up!” type way. It’s promotion without being too promotey. It’s actually totally opposite from what I think of when I think of programmatic. It feels more personal, more personalized, more human. It’s human. It’s unique, and it’s related to the Vanity Fair lifestyle.

Oh Jimmy…

So what’s the future of all this stuff? Where do we go from here?

As more and more marketing budgets are spent purely on advertising, we should probably expect to see an increase in money spent on specifically mobile platform advertising. In my opinion, it seems kind of hard to really nail the whole advertising thing when your user is literally using a screen the side of their palm. How do you effectively convey the message that you’re trying to convey when your user can’t even read the damn message on their phone? I mean, how many times have you been trying to go on a website and an extremely grainy video will show up and kind of scare the shit out of you with it’s poor quality audio? It happens to me all the time. I hate it. SO i truly think that advertising is going more in the future of truly being effective across platforms. How do you entice someone who’s on the go with their phone versus someone who is sitting on their ass with their laptop?

Another major issue I think needs to be solved is the sheer obsession for ad blockers. Advertisers need to find a solution to this problem – and I expect to see many websites following in Forbes’s footsteps – they won’t let you continue to their website unless you turn your Ad blocker off. Using an adblocker is similar in my mind to someone using DVR and skipping through the commercials. It kind of screws the advertisers. So, I do expect to see some sort of change in the functionalities of Ad Blockers, and advertisers working closely with Ad Blocking companies to find a mutual position.

In the mean time, enjoy these Geico commercials that are trying to solve the whole “nobody wants to watch your ads” problem. They embrace that users are going to skip the advertisements. Take a look at those when you get the chance, because I think that Geico will become the first company to take this approach which could really lead to something.

Till next time!
Shilpa

 

 

 

 

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