Over 400 tech providers and publishers “roughed” it and gathered in Vail from March 30-April 1 for Digiday’s 2016 Publishing Summit. While this conference possessed stereotypical elements standard digital advertising events, the various shuttles and hotel check-ins, coffees, cocktails and oxygen bar, there was something different about this one. Everyone there has skin in the digital publishing game and all sincerely want to improve the digital experience, including Flite. Throughout the three days of sessions, meetings, and networking there were three main themes: social platforms, ad blockers, and improving the user experience.
Without a doubt, one of the topics set to dominate the digital advertising conversation for much of 2016 will be ad blocking. It’s been well documented that at last count there are 198 million active users of ad blocking software worldwide, and that number only continues to rise.
So, should the entire digital ad ecosystem go into full panic mode? Well, not necessarily.
Election season is heating up and candidates are being tasked with personalizing their campaign to both their core audience as well as those teetering on which direction to cast their vote. And just like every other “vertical” nowadays, digital advertising is the platform for these personalized campaign messages to be served to voters.
If you are a premium publisher selling ad inventory direct, or an agency pitching services to clients, ad products are something you should be investing heavily in.
Ad products are digital advertising magic. They take something that is overly complex -and package it up into a simple, sellable, and repeatable solution.
An ad product is more than just an ad. It should be defined by the following elements:
- the ad format and features
- the creative within that format
- the workflow behind producing the ad
- the metrics associated with the ad
Having worked closely with both publishers and agencies developing ad products over the last 3 years, here are the common elements of ad products that win deals.
