Programmatic Delivery: The Future of Content Marketing and Promotion?
So this is for advertising, right?
By now you may well be thinking that I’ve lost my mind and gone all ‘advertising’ on you. But this is entirely the point.
The world sees this as a pure-play advertising opportunity, but the reality could be quite different.
Yes, it reinvents advertising. But if you think about those adverts as simply ‘holes in the Internet,’ then we can begin to bring content into the conversation.
Holes in the Internet
At risk of stating the obvious, advertising creative is not ‘content.’ At its worst it shouts to gain our attention, and at best it still tries too hard to connect directly to a brand, or direct response opportunity.
Imagine, then, if we used those spaces to highlight an amazing piece of review content, like this fantastic ‘Which Macbook Should I Buy?’ guide by Wirecutter. Using programmatic, we could target that at people that have visited a retail store that stocks Apple within the last two weeks and have also been to the Apple site.
Another example: a great video review like this by a prominent UK automotive media brand of the best sports car to buy to someone that has just test-driven an Audi R8.
The opportunities are endless.
Some might say this is the natural extension of the currently rudimentary opportunities presented by the ‘native advertising’ world through platforms such as Outbrain and Taboola.
This is, however, like comparing use of the Google Display network for ad creative distribution with using real-time programmatic: a walled garden restricted to just Google publisher websites versus a programmatic play that could reach out to almost every site on the web and across some really exciting other areas like TV, radio, and out-of-home, to boot. We’ll come to how they fit in shortly.
While native advertising helps us position the opportunity in our heads (using space traditionally seen as for adverts for content), it is important to understand how much more powerful programmatic reach is.
There is one really interesting player starting to make waves in this space, and that is a Florida-based company called Triple Lift.
The model offered allows brands to buy native inventory using programmatic tech, offering advertisers a way into those ‘walled garden’ spots within content areas. This is grade-A real estate for content marketers as we look to blend the line between advertising and content further.
Interestingly, however, and probably due to the tech only being sold into advertisers as opposed to content marketers, the examples show ad-based creative as opposed to engaging content. Below, however, we can see how an article looks placed through the platform on Digg:
Source:: Moz Blog