Content Marketing and the Future of Online Advertising
At some point in time, we all have to choose. From a marketing standpoint... do we fall back on what we know? Or, do we step forward, to something new?
At some point in time, we all have to choose. From a marketing standpoint… do we fall back on what we know? Or, do we step forward, to something new?
Think about it this way: conventional advertising has faced hurdles for a while now and the road may only get tougher.
In the physical world, people have DVRs and they fast-forward during commercials; in the online world, banner blindness hits hard; from the average Joe visiting his favorite tube; to the experienced Redditor visiting your site for the first time and virtually ignoring your ads.
Sometimes you just gotta step it up.
We believe Content Marketing is the future.
We acquired Plugz because digital advertising is changing.
Here’s our take on Content Marketing and why we think more marketers should embrace it.
The importance of being seen
An ad served doesn’t necessarily equal an ad viewed, and digital advertisers and publishers are catching onto this as the industry shifts toward valuing viewable rather than served impressions.
Advertisers have taken note, and don’t think publishers haven’t either.
There has been a shift in valuing the view.
Seconds… that’s all the time we generally have.
Mere seconds to grab a user’s attention to make an impression. That’s it. Is it a surprise to anyone that content that holds a user’s attention will have the highest viewability?
More and more site owners are understanding the importance of Content Marketing.
Content Marketing has been defined as a
Calculated, strategic approach with a greater focus on more relevant, valuable content designed to attract and retain a ‘clearly-defined audience’ — and, ultimately, to drive profitable action.
We’re not saying traditional banner advertising is dead or has one nail in the coffin—not at all! But in an always-changing landscape, we have to be able to recognize these trends, and the shifting focus these days seems to be on content that is not only relevant, but on content that holds weight.
There have been significant studies on this, and they all seem to say the same thing.
Viewership and viewability will vary across different verticals, but the lion’s share of highest viewability will continue to be attributed to sites with more captive engagement.
In terms of the most viewable banners, Ad Size matters.
Vertical banners tend to get the most exposure. But that’s no surprise, as they tend to stay on people’s screens longer as they scroll up and down a page.
Source: Google and DoubleClick display advertising platforms data
But we’re not just talking about banners here. We’re talking about the value of content.
So you want to be seen… now what?
Consider getting featured on sites with… *wait for it* … more engaging content!
Create them, or try to get your ads on ones that have engaged you.
The test: If a site piques your interest and engages you, there’s a good chance others find it engaging as well.
And the more engaging the content, the higher your viewability.
CONTEXTUAL ADS ARE THE ANSWER
Thanks to contextual advertising, publishers and advertisers benefit tenfold.
And that’s where we’re headed with Plugz.
With a little something called a Related Content Recommendation System, affiliates monetize better with increased page views/time spent on site and a lower bounce rate because the content on each page is relevant (circling back to this point).
On the flip side, advertisers also see success because when you deliver ads people want to see… they actually convert.
Change is the law of life. And those who look only to the past or present are certain to miss the future.
— John F. Kennedy
Site owners who do their best at content marketing benefit not just monetarily, but through visitors returning regularly – and frequently.
We have to believe that if we’re captivating an audience, keeping them occupied and not wasting their time, they’re going to come back again, again, and again.
That’s why Content Marketing has been described as “non-interruptive” marketing — viewers don’t feel annoyed or hassled when it’s something they ACTUALLY WANT to see.
Google has provided some great data on the ever-changing landscape (some of which we featured here) in their Viewability Insights for Digital Marketers and Publishers PDF.
It’s a worthwhile read, one we recommend.
When this information in mind + AWESOME content at the core of your marketing strategies, you should be prepared for any curve balls this affiliate marketing game throws your way.
And keep an eye out for Plugz! We’ve got some exciting things planned 😉