Is Programmatic Advertising Killing Creativity, and is Content Marketing Saving it?

Is Programmatic Advertising Killing Creativity, and is Content Marketing Saving it?

3 years ago 0

PowerLinks’ CEO Kevin Flood (@kevinflood88) joined a panel at New Video Frontiers London in October to debate “Is Programmatic Advertising Killing Creativity, and is Content Marketing Saving it?” Kevin and his fellow panelists (Tom Curtis, Head of MediaCom Beyond Advertising UK (@iamtomcurtis) and Chris Gorell Barnes (@cgorellbarnes) , Founder & CEO of Adjust Your Set) went into the details of the meaning of creativity in the programmatic age, and the effects of new and emerging technologies on the creative process. MediaCom’s Tom Curtis set out to define what creativity means in this instance. “How do we define creativity? Some people will say that creativity is about creating incredible art, and programmatic is going to fundamentally undermine that process… On the other end of the scale, you have creative strategy and an incredibly interesting way of targeting people.” Kevin said the definition of creativity in the context of modern marketing is “understanding who …

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PowerLinks at New Video Frontiers: Native Mobile Video Panel

3 years ago 0

In September, PowerLinks’ VP of Media Partnerships Simon Morris discussed the convergence of Mobile, Native and Video with Kenneth Suh from Unruly and Anne Frisbie from InMobi at New Video Frontiers in New York. The panel discussed what this convergence will mean for the industry, the benefits to the buyers and sellers of these emerging ad formats, and the necessity to align new native formats with the consumer experience. When quizzed on the benefits of Native Mobile Video, Simon commented that banner advertising is far from ideal on mobile devices, and this problem is paving the way for a new, more effective method of cross-device advertising. “Display ads on mobile don’t look good – they aren’t engaging users… Native ads give you the opportunity to tell a story, allowing brands to communicate through the same voice as publishers.” In terms of user-engagement, and the ROI of Native Mobile Video, Anne …

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IAB Releases New Deep Dive on In-Feed Native Ads

3 years ago 0

The IAB’s Native Advertising Taskforce today released a Deep Dive on In-Feed ad units with participation from many of the key players in the native ad landscape including PowerLinks, Sharethrough, InMobi, AdsNative and PubMatic. The report “looks into today’s in-feed advertising, specifically the consumer’s first experience or ad discovery with the paid content distribution ad.” The IAB’s Content Marketing and Native Advertising Task Force groups conducted the Deep Dive as a supplement to the original Playbook, with a view to helping the industry to “speak a consistent language” and add more definite structure as we journey further into the year of Native Programmatic. The report specifically focuses on Content Feeds, Product Feeds and Social Feeds. Content Feed Ads are defined as “primarily articles, images or videos”, placed within editorial news feeds; Product Feed Ads as “primarily products, services or app installs” within sites and apps; and Social Feed Ads as that which …

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