Your New Digital Advertising Plan
By Richard Knott, MD, Celtra, Inc
How to effectively convince consumers of your advertising tactics? Digital plays a much bigger part in the processes. With companies around us generally favouring the digital wave over the traditional tools, the most productive way of creating great ads has changed from brand creatives to developing better ad technologies. There has been a common trend for mobile advertising creative to be produced by the publisher or ad network, not your appointed creative agency. And even with those that are good at it, you are handing over your precious brand identity, guidelines, quality control and messaging to a company that has not been specifically appointed to specialise in these areas. And consider the added confusion that exists with each individual supplier as they create a slightly or vastly different brand message, each time, for every campaign. If you are running a campaign across 100 different ad networks and publishers, it’s completely plausible that you could be running 100 different ad creatives, with 100 differing messages with many, many tags. You are also losing all of the deep analytics and data generated on those campaigns as they remain with the supplier. You should and can have total control.
Thankfully, the move to html5 now presents an opportunity to centralise and control all of your cross-screen digital advertising creative in one location, globally. Through html5 platforms like Celtra, all your creative can be built in one platform location (and accessed by anyone you permit to go into the platform),offering a simpler solution to control creative quality, brand messaging consistency and brand guidelines. In all the best platforms, this scalability can be achieved without a restriction being placed on creativity. Meanwhile, local markets can benefit by gaining access to control localisation, whilst still benefiting from global best practices & design.
Furthermore, centralising your creative into one platform enables you to combine data and analytics, which will drive a better understanding of your campaigns to better optimise creative. Many tactics are available, from simple information on how a user engages with your ad or when they stop viewing your video, to more complex tactics like dynamic creative optimisation and programmatic creative. When looking at the local benefits, on a global scale, you may find a particular ad variant is exceling in a small market and you may be able to apply those learnings to all markets to drive better performance globally.
Equally, we have to consider the significant benefits derived from workflow efficiencies and the huge cost savings of one build, served globally from one platform.
The digital advertising industry, in some darker quarters, has descended into a quagmire of ever-reducing cost for ever-increasing clicks. With your mobile advertising creative often built by suppliers, this could cost you quality control, and brand policing rights – while driving consumers into the arms of ad blockers. Fortunately, the industry is responding and there are areas of bright light and hope. We are seeing many industry leaders turn to fewer ads and higher quality ad formats, and offer more quantifiable benefits to an advertiser beyond just clicks. Brands can also match that change by taking control of their digital creative, particularly on mobile. The days of not knowing where, what or how you are advertising your brandon digital are in the past. Taking control of your cross-screen advertising and brand message will both benefit the industry and the consumer relationship with your brand.