An Open Letter to the Ad Industry
It’s time to shake things up in the advertising industry. Break through barriers. Look at the glass half full….
Today in an open letter to the industry, we’re asking that our peers in the advertising landscape dare to look at things differently. As an industry built on innovation, it’s time to take our technologies to the next level.
Our open letter appears in this morning’s Wall Street Journal, across from the Media & Marketing section. The headline reads, “ADVERTISING IS (not) DEAD,” and challenges advertisers and agencies to innovate on the existing creative strategies and targeting models that have failed to resonate with audiences and produce ROI.
Why has it been so difficult to create cost-effective advertising for today’s fragmented and distracted online viewers? If viewers’ behaviors are changing, advertisers must change with them, with the help of new technology and innovations that make ads more effective, or face dying under current ad barriers.
As we’ve said before, personalized video addresses the problems for past and current performance of online video ad campaigns. Personalized video is a way to create thousands of different ad variations from existing online video content, making it unique to the individual user. Personalization changes the static, ineffective format of current online video into a entertainment experience that engages the viewer, and ultimately, drives better sales conversion.
This is only the beginning of our call on the industry to make real change. It’s time to step up to embrace new technologies that will boost ads or continue to lose money in advertising. We’ve already seen enough recent and frequent reports of dwindling ad spends.
Today’s letter to the industry represents a call to action because continued innovation is the only way that the ad industry is going to thrive and grow in the future.
Tags: Advertising, Innovation, Technology, Video
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A New, Personal Touch for Advertising Online
Last week, our CEO Naj Kidwai appeared on RSS Ray’s podcast radio show, aired on wsRadio.
RSS Ray looked to Naj as an authority on personalized video and its role in online advertising. The interview discussed a range of topics around personalized video, mainly what personalized video is, how it differs from standard online video and how companies can go about delivering personalized video to online audiences.
| Have a listen to the full discussion here. |
Radio Interview
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InterviewTo prepare listeners for the podcast, Naj also wrote a post for the RSS Ray blog, which goes into increasing engagement through personalized video. Everyone talks about “engagement,” but not about tactics used to increase it, especially in the area of online video. Advertisers and marketers are constantly trying to capture their audience’s attention with the same static video, and it’s not working. The industry needs to take a new approach to reaching engagement, and the answer is through creating personalized video content that the viewer automatically reacts to.
Read Naj’s whole post here.
Tags: Advertising, Byline, Engagement, Personalization, Real Time Content, RSS Ray, Video
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