Marketers around the globe are talking about and experimenting with the cloud - serving content, ads and video from the cloud. Offering materials from the cloud. Cloud-based ad hub Flite is taking the cloud further by offering two new ad units built specifically within the cloud so that the ads are constantly updated and contain a wealth of information - at real time speed.
The platform has been shown to increase engagement by 10 times the industry standard for traditional display and just released two new ad units - ‘Lift Off’ and ‘Brand Pilot’. Both units are served from the cloud and include options for real time content, giving marketers more versatility and keeping consumers engaged. Lift Off is set to help launch a product while Brand Pilot helps to maximize campaign ROI.
I had the chance to chat with Kelly Haxton, Director of Marketing with Flite about trends in the online ad space.
Kristina: From trends we are seeing, interactivity is becoming crucial to the online ad mix. Are interactive ads becoming the saving grace of online advertising?
Kelly: More and more consumers respond to a rich, interactive experience with engaging, real-time content from the web. Traditional display ads do not deliver an experience that meets those consumer standards, but the online display ad space is slowly starting to deliver this level of content for a compelling brand experience. Flite’s cloud-based ad platform can pull in real-time content streams, use APIs to connect consumers to data like maps and local weather, and integrate a brand’s social media content - all to make ads personal and engaging. Interactive ads, like those created on the Flite platform, have been shown to significantly increase brand recall and ROI.
Kristina: What does real-time content offer advertisers? Consumers?
Kelly: Advertisers are able to utilize the nature of the dynamic and real-time web to create ads (in less than a day) that engage consumers with fresh, evolving content. Advertisers are also able to be as reactive to new developments in their ad campaigns as they are with their Twitter accounts, and switch out content in ads with ease. Consumers are presented with a relevant and interactive ad experience that mirrors what they’d expect on the web and a brand’s webpage. The ad platform eliminates the need for microsites or landing pages, and consumers are able to interact with a brand’s ad unit seamlessly, never having to leave the website.
Kristina: How creative can advertisers get with display before it become too much for the consumer to digest?
Kelly: Today’s best websites include live content, social media integration, multimedia, and choice of what to engage with, and consumers expect and enjoy a high-level of creativity from the websites they choose to visit. Advertisers should try to bring their ad creativity to new heights, without fearing that consumers won’t get it - advertisers should be more worried that they’re going to be ignored.