New ad formats are constantly in demand for brands and services alike. Agencies need to demonstrate their customers that they have their finger on the pulse of placements and the latest advertising technologies. Advertisers must always deliver innovative solutions to capture customer attention.
Yet over the last couple of years there has been an increasing propensity for cost per participation (CPE) formats which focus solely on consumer engagement as opposed to the ones that drive visitors to new websites. It is a trend that’s clear to see in the earnings amounts of Vibrant Media.
Once almost exclusively supplying traffic driving campaigns to brands around the world, Vibrant’s content advertising and engagement formats have grown into account for 33% of revenue in North America and also 40.84 percent of earnings from additional global advertisers.
Users are given a selection of rich media by these CPE formats from branded units, which include videos, photographs, articles, pictures and media profiles.
Nevertheless, the rapid adoption of those formats isn’t only technology for the sake of new tech. The brands which need engagement formats perhaps don’t have an internet destination that entertaining or frequently have complicated messages to convey.
Engagement ad formats
That is maybe one reason Vibrant has seen campaigns purchasing into advertisement formats lately. Formats capture focus, motivating consumers to spend time delving into the newest to discover more. They are crucial to brands’ goals to establish in-depth relationships with consumers.
Relationships build loyalty and trust, and in addition, they provide the possibility of producing brand urges, which is something of critical importance on social networking.
Consequently the creatives behind campaigns have developed interesting and compelling content to be distributed at scale through ads around the internet.
Investment in brand content
As more advertisers have recognised that consumers respond to content, so they have invested more inside. However, it makes little sense not to extend using this high excellent image, text and video content that the brand invested in when the distributed engagement campaign is over. Hence brands frequently place this information on societal media profiles and their own sites.
Consumers’ reaction to content has seen advertisers turning their sites into hubs of images, videos and posts entertain and to inform consumers, rather than just acting as leaflet or ecommerce websites.
There have been precious few qualitative inventions in traffic driving formats within the last few years
This is only one reason that cost-per-click (CPC) traffic driving campaigns are seeing a bit of a resurgence. CPC has been the main business of Vibrant Media.
Even with the enormous and rapid increase in earnings of engagement formats 54 % of the yearly earnings of Intelligent Media globally came from traffic driving campaigns.
However, the earnings statistics for Q1 2016 of Vibrant reveal that over 80 percent of their ad campaigns booked across all of Vibrant network included CPC traffic driving among the KPIs. Brands have been investing in their websites, and have generated destinations for their customers. It is reasonable drive traffic directly to their site.
In-house content specialists
Some manufacturers have developed news rooms of articles professionals. These are PR people. They are brand supporters, creating news and feature content, video and image content. Some of the content is about products and their brand.
Much of the content is the response to the world and ethnic events of each brand which their customers connect together — much more and style, music, sports relationships, wellness, humor, personal finance.
By tracking what keeps and attracts their customers’ interests — by generating more engaging articles and responding these brands develop a connection with their target market.
As soon as they attract them on their own site brands can establish a direct relationship with their clients. It is more easy for customers and brands to communicate and interact in real-time inside the brand surroundings. Brands find it more easy to learn more by collecting and analysing information about their interests and behavior, as well as linking with them via email and social websites.
Every one of those touch points helps the manufacturers to respond with marketing messages, products and services that the goal consumers will love.
Yet there is a large issue for brands that want to drive visitors. There have been few qualitative innovations in traffic driving formats over the last few decades.
A new range of CPC ad formats
Brands and bureaus feel forced to rely on conventional IAB banners though research indicates the majority of those ads never get seen, never clicked on. It’s time for a brand new range of CPC formats. The success of their engagement formats that were best must inspires these formats. They must be user-controlled, consumer-centric and responsive.
They need to be placed appropriately at unobtrusive yet viewable points of consumers’ content experience. They need to also be contextually relevant in.
They’re needed to connect consumers directly to the excellent content destinations brands have been constructing. That’s some of the thinking behind our new ad format In-View that is native.