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Martech Programmatic Advertising High Impact

Standardisation opens the door for high impact ad creativity, transforming the fortunes of publishers

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October 28, 2020 | 5 min read

By Simon Kvist Gaulshøj, CEO, Adnami

By Simon Kvist Gaulshøj, CEO, Adnami

The release of this year’s ad spend figures from the likes of IPA Bellwether paint a depressing picture for an industry that, like so many, has been battered by the impact of Covid. While Q3 showed a slight upturn in our collective fortunes, it was still not pleasant reading. However, a reduction in spend does not automatically mean a reduction in effectiveness. As marketers we are used to adapting to changes in our surroundings. When our pockets don’t allow us big budget creative networks and two months of primetime TV to cut through, we must make our budgets stretch further without compromising impact.

Programmatic high impact advertising is an obvious channel on which to focus in order to reap those efficiencies.

Advertising is About Standing Out

Today it is often hard to tell one ad from another. What if you could run a programmatic digital campaign which promised to stop people in their tracks, achieving that elusive thumb pause where people stop scrolling through content when they see your brand’s ad?

High impact digital formats do just that. High impact ads are eye-catching, thumb-stopping examples of brands doing something different, placing their creative messages in formats that stand out around hyper-relevant content - with wallpapers, skins and scrollers - in ways that demand users’ attention.

The combination of great creative and attention grabbing formats is a great recipe for advertising effectiveness. In fact our research shows that high impact ads deliver 10x better performance compared to standard ad formats.

But up until now the market for high impact has, to a large extent, been dominated by aggregators and networks, and due to lack of standardisation it has not been possible for buyers and sellers to seamlessly transact high impact inventory directly through the leading programmatic platforms. And when booked from publishers directly, creatives must be individually reformatted for every selected website on the media plan, leading to unscalable and less flexible ways of executing campaigns.

If this year has taught us anything it’s that the status quo should not be a tie that binds us. Every partner in the advertising ecosystem, from inception to delivery, should question whether they could be doing things more efficiently.

Adnami exists to do exactly that. The idea is to democratise high impact technology to facilitate direct programmatic transactions between buyers and sellers, and to help brands stand out by giving advertisers access to eye-popping creative opportunities ready to run at the click of a button. We don’t sell any media, but we act as a bridge for high impact advertising spend to be transacted through the leading marketing platforms.

As we launch our UK operation it is pure coincidence that we do so at a time when brands are looking for exciting new opportunities to tap into that will allow them to reach consumers amidst contextually appropriate content and with powerful creative formats.

Every penny counts

And as publishers work harder than ever to make every penny of ad revenue count, we are providing the technology that allows them to offer one of their premium products to the market in the way the market wants to buy it.

By way of example, one of our biggest publisher launch partners is Reach, home to the likes of the Mirror, Express and OK!. “Through our relationship with Adnami, advertisers can unlock a range of benefits such as dynamic pricing, data, frequency, control and supply transparency. It enables us to offer our clients a truly tech agnostic solution to book high impact inventory programmatically”, says Warwick Walker, Head of Programmatic Solutions at Reach.

There are still efficiencies to be made in our industry. I would urge everyone - brands, agencies and media owners - to take a moment to assess their partnerships and make absolutely sure they could not be going further to drive more impact for less money.

Brands especially should make it their mission to focus high impact advertising as a priority for memorable, effective digital advertising. In doing so, they can take back the creative power and significantly streamline their planning and buying processes.

As CMOs look ahead to 2021 many will be torn between how to respond to the negative impact that 2020 will have left on their business. The decisions they make will be critical as they look to make up for the financial impact of this challenging year. The best thing marketers can do is continue to invest in their advertising but they also need to take a moment to assess their approach to digital opportunities and establish whether they could be doing more to make a lasting impression - on both consumers and on their bottom line.

To learn more about Adnami visit our website

Martech Programmatic Advertising High Impact

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