My client for this class, Zakara, is a super-premium organic
food home-delivery service. We met for the first time yesterday, and in our
conversation, we discussed the challenges of using digital to market a premium product.
In light of this conversation, I came upon a recent article in AdAge entitled “What
really makes a digital ad ‘premium’?”
The article proposes that a premium digital ad fuses content
and context. It engages the right audience at the right place at the right time
with highly relevant content. There are three major things to think about when
launching a premium ad campaign:
1. Use
data effectively. This drives the context component, including who sees the ad,
when, on which platforms, etc. Data also facilitates a process of refinement
and optimization of ads. According to the article, “delivering the best user experience at any given moment --
at scale and optimized across all formats and channels -- is the most premium
asset of all.”
2. Scale
matters. Don’t go through the laborious process of direct dealings with
publishers. Rather, leverage ad networks to tap into a premium audience.
3. Bring
it all together. Create relevant native content and place it strategically. An
example of this that the article cites is the Orange is the New Black digital marketing
campaign. They created an infographic on women in prison for the New York
Times. This is already a place consumers are going to access high-quality
journalistic content, making it a good strategic fit for this premium campaign.
I look forward to thinking of creative ways we can help
Zakara tap into some of these premium ad strategies.
What Really Makes a Digital Ad Premium?
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