Great advertising starts when a brand delivers a service to the consumer – rather than an ad, says Forbes 30 Under 30 entrepreneur, Brian Wong.
Wong is the 25-year-old co-founder and chief executive of Kiip – an advertising tool that allows advertisers to send ‘rewards’ to mobile users during moments of online achievements. It gives the 700 brands using the platform, access to more than 200 million monthly active users across 5000 apps.
Ad blocking has forced the advertising industry into some self-reflection, while simultaneously pushing the trend for native and platform-driven content.
Viewability has become a key metric as a result, forcing brands to be more honest about where their ad dollars are going.
“It’s always important to have these moments of responsibility and accountability in an industry. After the whistle is blown, people are more careful, more conscious, and ultimately more responsible,” says Wong.
Here are Wong’s key tips for advertising which goes beyond reach and placements to engaging connected consumers during the moments when they are most receptive to receiving ads.
1. Native advertising
Native advertising has become a key trend this year, largely as a way to outmanoeuvre the ad blockers. It’s also what has helped drive the rise of platforms like Snapchat and Hulu.
“There are platforms where the more native you are, the harder it is to block you,” says Wong.
He says users don’t want to have to skip or block an ad, they want an advertising model that’s entertaining. And a platform like Snapchat allows brands to do just that.
This dynamic is forcing advertisers (in a really good way, Wong adds) to be more conscious of their content.
“In the past, a brand would use its own creative and spew it out across thousands of publishers. That no longer works, you now have to be a lot more curated and a lot more intelligent about what you’re trying to push out there,” says Wong.
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