In a 2013 earnings conference call, AOL CEO Tim Armstrong detailed to investors that "The barbell strategy of our advertsising business connects programmatic advertising on one side with deep marketing services on the other side and connects in the middle with data and analytics." (http://adage.com/article/digital/digital-publishers-latest-ad-strategy-working/243820/)
This means that at the bottom of the barbell is the standard display units that will be moving (or have moved) to automated systems. At the top will be premium ad positions. I predict that you will quickly find that they will all be built to reach out and grab your attention.
Why reach out and grab your attention?
Because subtlety does not work. Even Ad Sponsored Content and "Native" ads will be ignored unless you reach out and grab the audience. A very successful game developer once told me that the key to making great games was the subtle details but those subtle details weren't effective unless they reached out and screamed, "Hey, look at me! I am being subtle!"
But the audience will reject it and go away.
Wrong. Not if it is relevant to the audience and presented in the proper manner. This will vary from section to section within a publisher. For example, sponsored content or a paid opinion piece will be much more effective in the science section than it will in the fashion section. It is the fashion section where the audience will appreciate a splashy video HPTO like this one:
Theater Unit - Calvin Klien - Elle from CheckM8 Inc. on Vimeo.
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An audience goes to a digital property for content. Advertising is content. People buy fashion magazines to see the latest styles from designers. They read trade journals to learn about new innovations in their industry. Every news site, channel and newspaper has a political lean. Identifying why someone goes to a piece of content and then delivering them a message is not interrupting them. It is engaging them.
CheckM8, Inc.
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow
LinkedIn: www.linkedin.com/in/elow228
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