1. Stream-based marketing
Engage your audience in real-time with social feeds, streaming videos, curated news, or anything in your existing content management system (CMS).
Brands are finding it increasingly important to curate content as well as to produce it from scratch. By pulling the best, most up-to-date content from all over the web, you can turn your display ad into a dynamic "container" of content for your user instead of a static piece of imagery and text.
2. Engaging functionality
According to the DoubleClick Research Report: The Brand Value of Rich Media and Video Ads, rich media with video drives over 4x the purchase intent compared to simple Flash ads.
Optimize your ad in real-time by easily swapping in different videos, polls, forms, quizzes, and other interactive functionality based on what resonates with your user.
For example, a movie trailer that runs in an ad could link to more information about the film, and let you buy tickets directly from the ad.
Or, customers can chat with a live brand representative directly in an ad.
There are an unlimited number of new opportunities for brand engagement and conversion by offering customers rich functionality that enhances their browsing experience.
3. Native experience
An ad that reflects the thematic focus and format of your site will contribute to a seamless browsing experience for users. Native ads are growing in popularity because they do exactly that — they coexist more naturally with the flow of editorial content and site aesthetics, and demonstrate what makes a site unique.
Users across the web are voting for complementary, unobtrusive advertising. And publishers ranging from Facebook with Sponsored Stories, YouTube with Promoted Videos, and Twitter with Promoted Tweets, are responding to the trend.
4. Extended reach
Publish brand content and messaging directly into paid media to scale your content all over the web.
For example, marketers responded quickly during the Superbowl blackout in February 2013. Oreo tweeted,"Power out? No problem. You can still dunk in the dark." The message was retweeted 10,000 times within one hour.
Once Oreo realized the popularity of the tweet and accompanying graphic, they could have generated even more brand engagement by putting these assets into their paid media. Through display ads, they could have reached hundreds of thousands more users who were browsing online, but weren't actively using Twitter at the time.
5. Social media engagement
You've done the hardest part by capturing the user's attention in crowded digital space. Now continue the conversation via social media with streaming or sharing functionality built directly into the ad.
Users can type in a tweet directly in the ad and share it to Twitter. Or, they can pin a photo directly from your ad to Pinterest. There are dozens of ways to cutomize the sharing experience for the customer.
6. Fresh, meaningful content
Offer meaningful, entertaining content for users to engage with. This could include recipes, photos, creative assets from your latest campaign, white papers, eBooks, blog posts, and more.
Capturing a user's attention is not enough — you must keep it and funnel it. That's why it's important to give users something to engage with in an ad. When you offer content that's relevant and useful, at the right time, you add value when they are most likely to be receptive to your message.
7. Real-time updates
Why is it that a high school intern can update a Facebook page, but it's a complicated process for a brand to stream the same dynamic content into their paid media placements?
Constraints in traditional ad serving technology had prevented display ads from being anything other than fixed assets for quite some time. But thanks to recent technological advances, brands can now publish the content they've generated for their owned and earned media through paid media channels at scale.