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Mobile Marketing speaks with Adnami Commercial Director UK Steph Miller about the future of the ad tech industry, the boom in programmatic advertising and the importance of future-proof advertising strategies with high-impact advertising formats.

Mobile Marketing: What Are Some Of The Biggest Myths About High Impact Advertising?

Steph Miller: Digital advertising is usually used lower down the funnel for cheap clicks. However, it can and should really sit throughout the funnel. Brands should consider placing a high impact at the top of the marketing funnel as part of their branding exercises, for example. Of course, it’s nice to have big branding campaigns in huge formats – it’s a brilliant way to get your brand out there, it’s effective, and it’s engaging – but that’s not always the only goal of an advertising campaign. I think high impact can be misclassified with the standard digital display, which it doesn’t. It can really be used consistently because we offer formats that arouse attention and engagement.

MM: Tell us about your most recent partnership with Reach PLC

SM: After a recent seven-figure investment for us to scale internationally, we partnered with Reach PLC, the UK’s largest commercial national and regional news publisher. The partnership will allow us to standardize effective ad formats across the range of digital platforms for Reach, enabling the monetization of premium inventory both directly and programmatically. Like Adnami, Reach recognizes that creativity through impactful advertising formats is a great way for premium publishers to stand out and compete against others like social networks. In addition to premium content, creativity is an area in which we can really make a difference by using dynamic creativity to improve brand presence and overall interactivity and responsiveness. For publishers like Reach, working with Adnami allows them to take control of their own inventory and manage their income, which is a huge plus.

MM: Why is creativity more important than ever for advertisers today?

SM: Creativity is absolutely crucial for effective programmatic advertising. Studies show that creativity continues to be the main driver of confidence in advertising compared to targeting. When creatives are embedded in premium, targeted environments, they increase brand awareness, consumer recall, and typically generate up to 20 times more exposure than standard display ads. We’ve seen recent studies linking attention to effectiveness when it comes to brand recall and brand preference. The results suggest that there is a tangible relationship between increasing attention to ads in seconds and increasing brand results – brand choice and ad recall. Higher dwell times are associated with a higher likelihood of choosing a brand and remembering a brand’s advertisement, but we also see marked and significant increases with little attention. Effective formats can grab the consumer’s attention without interruption and at the same time blend in seamlessly with their environment. We expect high impact advertising to quickly outperform standard display advertising as consumers quickly tire of this traditional format.

MM: What does the future of programmatic advertising look like?

SM: We expect the ad tech sector to continue growing exponentially as brands and investors alike recognize the lucrative potential of programmatic advertising. Earlier this month, Taboola and Outbrain raised their valuations to over $ 2 billion each as they vied for listings on the Nasdaq. It seems that investors continue to support tech companies that have appreciated in value during the pandemic, and this suggests that the future of the ad tech industry remains brighter than ever. In fact, analysts predict continued growth for the sector, while spending on programmatic advertising is projected to exceed $ 150 billion in 2021. Trends around results-based advertising, third-party data, and privacy mean the industry is constantly evolving these shifts in order to stay competitive.

MM: How can brands effectively future-proof their advertising strategies?

SM: Last year advertisers were changing and there was a lot of uncertainty in the industry as brands wanted to redefine their messages. The way we consume media and how brands communicate with customers has evolved as consumer habits have changed in the wake of the pandemic. Brands can now adapt their advertising strategies in response to these changes and find more innovative ways to deliver unforgettable experiences to their consumers.

By investing in high impact advertising, brands can move from standard display ads to more creative formats that really get through the noise. High Impact Ads help brands stand out in a cluttered digital environment and offer impressive and engaging advertising experiences that grab the attention of users. All of this results in more creative and impactful ads that will appeal to consumers, and high engagement equates to length of stay.