You can update your company’s blog or Facebook page with a few clicks. It happens all the time.

You can also update your company's ads almost as easily. That's because ads aren't files anymore; they're tags — dynamic creative containers. Yet publishing new ad content happens a lot less often. Why is that?

Although ad platforms have given advertisers direct access to be able to modify ads at any time without ever being locked-in to a specific creative, few companies make use of this amazing opportunity. We're still stuck thinking of ad tags like the static files which they replaced.

The future of online advertising is not static though. It's quite the opposite. Think for a minute — when was the last time you looked at something old online?

Below are the three ways brands can improve ad performance by publishing to paid media. Each strategy builds upon the one before, so I've listed them from least to most complex.

So, why are companies embracing paid media publishing?

1. To be agile

Difficulty Level: Basic

For even large brands, paid media publishing brings a level of flexibility and agility to their display advertising. As risks and opportunities arise in the market, these ads can be instantly updated.

It also mitigates the impact of any errors introduced during the launch of campaign, because any issues with the creative can be immediately corrected.


2. For creative optimization, or “planned dynamism”

Difficulty Level: Intermediate

With ad spaces transformed into publishable containers, advertisers can plan to optimize creative periodically without having to re-traffic. By testing a variety of creatives, and then increasing the frequency of the most successful, advertisers can move the needle for the key metrics that are tied to results.

While the strategies of ad optimization or day parting are not new, the ease of control over placements is. Once the campaign is set up, it’s just a matter of adjusting the weighting to control the frequency of which ads get served. Swapping ads in an out of placements becomes as straightforward as possible, with the advertiser in full control.

An example would be to run 3 creative versions in a single placement for two weeks, each with 1/3 of the impressions. After those two weeks, the plan might call for the most effective creative to take over 80% of the impressions, with the "losing" two moved down to 10% each as a benchmark.


3. To maintain highly-relevant, content-rich, stream-based ads

Difficulty Level: Advanced

The ad in the above diagram at the top of this post makes the fullest use of the opportunities for paid media publishing.

Since paid media publishing type ads are “called” by the ad tag, they are rendered for the viewer dynamically in real-time. This means that advertisers can continually update content-rich ads with fresh content, in a stream-based fashion, such as using feeds like a social media or RSS feed (depending on what platform you are using). The ad is a fully dynamic container, capable of handling any range of updates.

For brands for whom content is a highly successful channel, developing a core competency of paid media publishing offers a whole new avenue for extending the scale and audience of their content marketing.


What level of paid media publishing is on your company's roadmap for 2013?