The 411 on Digital Media

By HMH

The world of media is changing rapidly. And with that comes some good and bad shifts in digital ad buying and placement. Here are just a few to consider according to IAB.

Programmatic Advertising
Programmatic advertising is software-based systems that buy, automate and optimize ads in order to deliver the right message to the right person at the right time. What are the benefits and drawbacks? Consider these:

Pros

  • Once clicked, an impression becomes an open – just like that.
  • Ads are purchased and placed in real time – the highest bid wins.
  • Since the ads can appear across multiple platforms, you get accumulated data and increased ROI – a definite perk for your analytics team

Cons

  • Fraudulent clicking is more prominent in programmatic advertising.
  • Viewability of a programmatic ad doesn’t necessarily equal an ad viewed.
  • Which leads to banner blindness. 84% of people don’t click on banner ads.

Native Advertising
Native advertising is essentially a digital advertorial. It too has some good and bad.

Pros

  • Native ads create a better user experience, and they fight banner blindness. Reads may not click your ad, but they will read your content.
  • Native ads are also much more relevant as they typically coincide with content that readers are already interested in.

Cons

  • Native ads can be deceptive, sometimes misleading readers to think that the content is created by the website instead of sponsored content.
  • And sometimes, there is publisher backlash. Native ads are akin to pay for play and raises the separation between church and state question.  Is it PR?  Is it advertising? Is it both?

Digital Audio Advertising
Digital audio advertising can take many forms, but in essence it is an ad supported audio program delivered via wired or mobile internet. The ad can be inserted into a stream of content such as in broadcast radio stations online, or it can be streamed audio content, a part of audio-on-demand programs such as podcasts, and can oftentimes be paired with a banner ad or visual creative element to pay off the audio.

Pros

  • Digital audio advertising can have a large audience reach with users who spend a lot of time listening. Especially during passive listening, your ad won’t get skipped.
  • It’s an easy and less intrusive way to access mobile customers.
  • And it offers full measurability of impressions and engagement

Cons

  • From the marketers’s perspective, there is a lack of standardization for delivery of ads and there is limited industry growth due to fragmented solutions and proprietary software.

And this is just the beginning. There are more digital advertising options in the marketplace and even more on the horizon. Each comes with its own benefits and features, and should be carefully and strategically considered as a unique opportunity – not just another tool in the marketing tool belt.