Advertising industry has been trying to solve the problem of annoying ads in order to make ad experience better for consumers. Past efforts to improve digital ads:
- Project Devil- suite of premium, magazine-like ads rolled out in 2010
- IAB Rising Star- create bigger, bolder, brand-friendly ads
- Online Publishers Association’s big ads- captur TV ad budgets using, big ads, again
- Brand.net- build a digital ad network across top publishers
None were widely adopted and few are around anymore. Also, didn’t some of these big ad units make online environments MORE annoying?
All in all, banner ads are still king and being adopted by platforms we thought would hold out (looking at you Buzzfeed).
Too often brands are just looking to create really big ads instead of creating ads suited for their environment. What is the direction most industry experts say we should go? They say we should look at Instagram and Snapchat where ads are created for the platform to align with the other content.
The problem? Programmatic. It’s the only way to compete with TV reach . Right now programmatic is only scalable through the most widely used ad sizes.
Why it’s Hot:
There is no great solution- right now. You have to think of digital ad space differently and stop comparing it to TV. Digital should be all about data and audience targeting, not about the ad units itself. Find the people who are interested.
Continue to blend direct buys, social, and programmatic to get reach and impact in order to deliver on awareness and response. Eventually the programmatic platforms will be able to scale different types of creative, but you’re always going to advertise across hundreds or thousands of sites and therefore it will never be suited to the specific site it lands on.