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The difficult journey of creating impactful advertising is currently muddled. Many times, advertisers are unsure if they are receiving true impressions and making an impact with their digital spend. Each week, a new story on advertising fraud or a major digital miscue seems to take over the headlines.
In the midst of a questionable digital marketing environment, brands and agencies are running to safe havens such as digital editions. Here we’ll look at four key reasons why this medium makes sense for advertisers:
First and foremost, we’ll look at the issue of brand safety. The problem with the current programmatic marketing trend is that brands often give up control over where their ads are placed, which can lead to devastating losses and worse: the destruction of a company’s brand. Google Ads, Facebook Ads, YouTube Pre-roll video, all are suspect to be placed next to questionable content.
A recent AdAge article stated that as a result of ads being placed beside questionable content, JPMorgan Chase “cut the number of sites it advertised on from 400,000 to just 5,000 a month. Additionally, P&G slashed its digital ad spending by $140 million over similar brand safety concerns.”
Advertisers are demanding the right to know exactly where their content is going; they will maintain a peace of mind that their brand will retain the reputation they’ve worked so hard to build. Digital editions give this desired outcome.
Digital add-ons, pop-up banners, and in publication ads are all clearly made known through a digital edition media kit so that an advertiser knows exactly where their content is going and how it will look. There truly are no surprises. It’s clear. It’s clean.
Taking a look at ad blockers, these have become a major thorn in the side of publishers and their advertisers alike. Looking at statistics for 2017, Media Post mentioned, “Internationally, the loss of publisher revenue from ad blocking rose to $42 billion -- up from $28 billion in 2016.” Additionally, the article states that the use of ad blockers “has jumped to 26% of consumers up from 22% in 2016”. This is an obstacle that publishers must overcome.
While we can’t speak to all digital editions, Nxtbook Media’s two main platforms, nxtbook4 and PageRaft, as well as our apps, are immune to ad blockers. With this ability to navigate around ad blocking software, our solutions provide a chance to reverse the trend of declining revenues due to readers not seeing and interacting with ads.
Highly targeted marketing is another key piece of the puzzle when it comes to advertising today. From social media to video and websites, creating personalized experiences both visually and messaging-wise has become more important than ever. According to a recent Epsilon research study of 1,000 consumers ages 18-64, “the appeal for personalization is high, with 80% of respondents indicating they are more likely to do business with a company if it offers personalized experiences and 90% indicating that they find personalization appealing.”
Our digital edition experiences allow for the creation of hyper-focused publications that reach audiences by location, interest, and a myriad of other parameters. These then allow a pathway for super targeted (and personalized) advertising to readers which can leverage maximum return on investment.
Finally, native advertising sponsorships are a natural fit within digital editions – also referred to as advertorials. If you haven't heard of this method before, native content looks very similar to the rest of the material in a publication – it “fits” in organically with the flow of the design.
These sponsorships are vital for advertisers because audiences are becoming advertising adverse. Knowing this is the case, brands and agencies are moving ad dollars towards native advertising. The research group, Emarketer had this to say, “In 2018, 58.3% of US digital display spending was in the form of native placements, which match the form, function and feel of the content in which they appear. That’s up from 54.0% in 2017”. The increase is expected to continue in the years to come.
The ability to create an advertising program that not only meets the needs of the modern marketer but also overcomes difficult barriers is perfectly reachable in a digital edition. This of course ultimately benefits the advertiser and a publisher’s bottom line.
Taken in as a whole, it would seem digital editions provide a cool drink of water for the wearied digital advertiser and in turn, a way for publishers to open a reliable source of revenue for their companies.