Flite Blog

You can update your company’s blog or Facebook page with a few clicks. It happens all the time.

You can also update your company's ads almost as easily. That's because ads aren't files anymore; they're tags — dynamic creative containers. Yet publishing new ad content happens a lot less often. Why is that?

Although ad platforms have given advertisers direct access to be able to modify ads at any time without ever being locked-in to a specific creative, few companies make use of this amazing opportunity. We're still stuck thinking of ad tags like the static files which they replaced.

The future of online advertising is not static though. It's quite the opposite. Think for a minute — when was the last time you looked at something old online?

Below are the three ways brands can improve ad performance by publishing to paid media. Each strategy builds upon the one before, so I've listed them from least to most complex.

So, why are companies embracing paid media publishing?

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This dog needs more content.

At Flite we believe that content-rich ads have value.

Value for audiences because they entertain and inform. Value for advertisers because they get results. And value for publishers because doing the above provides an opportunity to grow ad revenue.

Yet a common complaint I hear from publishers is that their advertisers don’t have enough content for content-rich ads – that it’s hard to get extra brand assets.

Brands DO want to tell a more sophisticated story on top publisher sites. They believe in content marketing.

But their ad campaigns are planned around the remnant inventory bought through exchanges. They’re armed to the teeth with swfs. They claim they don’t have extra videos or piles of branded images lying around for a photo gallery.

Or maybe there are brand assets out there, but they’re not approved.

So somehow, we’re surprisingly light on content for ads.

But we’re looking in all the wrong places.

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When was the last time you read a “Top 10 tips” or “5 ways to” post? I mean read it, not skimmed it. If you’re like me, you probably give them a cursory glance to confirm that your opinions are shared by other experts, and then go on to the next thing.

AJ Kohn discussed this in his excellent post this week 124 Reasons This Post Could Save the Internet in 7 Seconds. Kohn’s article isn’t exactly about what the tongue-in-cheek title asserts; It’s actually a fabulously-written reminder about the importance of content-recall in our culture of content overload.

Kohn says it’s not enough to create great content, or noticeable content. You have to create memorable content.

To take his ideas one step further, I assert that content-driven display ads have a lot to learn from other areas of marketing where content creation has traditionally played a larger role. When display ads then work in tandem with owned and earned media, memorable content strategically binds the narrative together, which keeps messaging consistent across all digital touch-points.

So let’s apply some of Kohn’s ideas to display advertising.

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Slide 14 from The Menu: What Excites us for 2012

AdAge.com featured an article last week penned by Darren Herman of The Media Kitchen titled Meet the Five Big Trends Changing Marketing. Peppered throughout Heman's article one theme keeps rising to the top -- Devices. Here’s the abridged version of what Herman had to say:

Communication across many social platforms will be seamless.

“We're starting to see the emergence of technology providers that make it easier to not just maintain and create workflow solutions across these social platforms, but also launch media-driven campaigns.”

Location will play an increasingly important role for targeting.

“With the proliferation of mobile devices including phones and tablets, we are seeing an increasingly amount of digital media inventory tagged with location data (latitude and longitude).”

Cross-platform plans will be driven by data. 

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