Chameleon or Fruit? Publisher’s Integrated Ad Strategy Challenges
1/15/2018 – *Blue Monday with the Blue Chameleon
Amidst the challenges Publishers are facing in 2018 monetizing with advertising that culminated from low commoditized CPM’s, regulated social syndicated growth (e.g. Facebook’s announcement of deprioritization for pubs) and Google’s end-user power play by taking control over Ad Blocking (Chrome with Adblock Feb 15th 2018) should embrace chameleon or flower-like strategies for integrated advertising. Let me explain.
When one thinks of a chameleon, we think of a beautiful creature that blends into its environment. This is how I see the how native advertising has evolved. Content that tries to blend into the look-n-feel of the page. Even with the propensity to see more personalization, targeted relevancy the content is still pushed to the end-user in an environment that makes it the least interruptive as possible. There is no question this part of the future of advertising as the combination of content-marketing and ads blend further together. Some of the problems we have seen with Native advertising has been the overabundance of low-quality content feeds like thousands of geckos running loose in your garden,. As a consumer, they are great to watch, but what value to they bring…. Makes me think about “fake news”.
Then I think of a comparison to fruit. As fruit grows it becomes rich with beautiful colors as well and fresh at the point of ripening. Fruit do not necessarily blend in totally like a chameleon, but they do not look out of place either. They can still be highly integrated and when a consumer reaches out to engage, they get a sweetness that is satisfying. Isn’t this what ads like branded content should be? Beautiful and sweet to the senses.
As we progress into 2018, we look forward to continuing to share our thoughts on how advertising evolves… Happy New Year. Are you embracing a Chameleon or Fruit strategy?
* BTW- Today is Blue Monday. A concept originally created for the saddest day of the year as part of an advertising campaign for Sky Travel.