{"id":10880,"date":"2017-10-19T15:13:16","date_gmt":"2017-10-19T22:13:16","guid":{"rendered":"https:\/\/www.immersion.com\/?p=10880"},"modified":"2017-10-19T15:13:16","modified_gmt":"2017-10-19T22:13:16","slug":"key-tenet-for-better-user-engagement","status":"publish","type":"post","link":"https:\/\/www.immersion.com\/zh\/key-tenet-for-better-user-engagement\/","title":{"rendered":"Why \u2018Engage, Don\u2019t Enrage\u2019 is a Key Tenet for Better User Engagement"},"content":{"rendered":"

With a large percentage of consumer web traffic now attributable to mobile devices<\/a>, this milestone year-over-year growth also signals changing times for mobile advertisers.<\/p>\n

As new standards and best practices take shape, there is greater emphasis on brands and technology providers to establish \u2013 and uphold — a commitment to enhancing the user experience.[bs_row class=”row”]
[bs_col class=”col-sm-6″]<\/p>\n

\"\"<\/a>

Eric Tourtel, Senior Vice President, LATAM at Teads.tv<\/p><\/div>\n

 <\/p>\n

“Always take into account that mobile is one the most personal things that we own.”<\/h3>\n

[\/bs_col]
[bs_col class=”col-sm-6″]<\/p>\n

In a day and time when people describe their mobile device as a third arm, or their best friend, according to the team at Teads, the inventor of outstream video advertising, consumers increasingly resent advertising that is disruptive to this delicate marriage of man and mobile. The necessity for marketers and brands to adhere to essential key tenets of responsible advertising practices is critical to engaging consumers and establishing brand integrity. \u201cEngage don\u2019t enrage\u201d is more than just a concept, it\u2019s a value proposition to live by.<\/p>\n

Some analysts claim that the number of devices using ad blockers increased by 30% globally last year, and with 60% of ad blocking occurring on mobile, the time for seamless advertising experiences and stronger user engagement must be on par with the same emotion and value that users assign to their devices.<\/p>\n

The Immersion Team explored these pressing topics with Tourtel, in addition to the current state of video ad tech, the exciting stealth mode of Artificial Intelligence, and the vexing issue of viewability and its momentary grip over the mobile industry.\u00a0[\/bs_col][\/bs_row]<\/p>\n

Tourtel also discussed why the art of programmatic storytelling can only be found in the unity of creative teams and technological execution, and why as an industry, it\u2019s time to stop crowding the programmatic space with acronyms and instead embrace that the automatization of the ad buying process is really a lot more straightforward than many marketers realize.<\/p>\n

 <\/p>\n

Which emerging technologies in the video advertising space are you watching closely?<\/strong>
\nEverything related to Artificial Intelligence — everything a bot can do to interact with users. We\u2019re looking at a new paradigm: making advertising completely personal. For centuries, it\u2019s been about splashing a message to the largest group of people possible, and it\u2019s a sharp mentality shift to move to a world in which each customer contact is unique and customized based on the way that user interacts with that specific ad. That interaction is pivotal. Advertising through A.I. will move at large steps to become a conversation with each user.
\nBy fully exploring A.I., which we are just beginning to do, we will be providing users with complete brand engagement and a purchase experience on the ad itself. And this should generate a better experience for the user (which should always be the objective) because they can literally guide the artificially intelligent ad to respond to their interests and needs. This goes way beyond driving efficiency, relevance, and performance through programmatic. That\u2019s why I\u2019m fascinated with chat bots.<\/p>\n

Will tactile, touch technology experiences eventually become a dominant design element in the video advertising environment?<\/strong>
\nAs long as frequency capping is respected, absolutely. Innovation leads the way in advertising as we can see from dynamic creative optimization and the integration of haptic technology with outstream video. Mobile is on the rise, and if you consider that the average ad view on digital platforms is 1.7 seconds, there\u2019s a huge challenge in capturing the user\u2019s attention on a very small screen.<\/p>\n

The creative functionality of ads is evolving as mobile takes center stage. The future will be less reliant on standards shaped around using a mouse and clicks to interact with an ad on a horizontal screen and more focused on users consuming content through touch on vertical screens, where you can bring them tactile effects.<\/p>\n

What is one of the biggest drivers moving the needle for native video and brand-building experiences?<\/strong>
\nReach. The beauty of outstream video in native placements is that there\u2019s no inventory limitation for video ads; the sky is the limit in terms of reach. At the same time, while brands want to impact more people with videos, there are serious concerns around brand safety<\/a>. Instream video is limited by scale (outside of a few major players, there is not really massive reach), and more so by brand safety. Outstream videos in native placements are the only alternative to getting video at scale in a safe environment, and with content which brands actually want to be associated.<\/p>\n

Besides brand safety at scale, viewability is key. You need to have a massive amount of inventory in order to optimize, to deliver and sell only viewable impressions. Advertisers are demanding transparency and the designation of a unique metric to define what counts as a video that the user was exposed to and had the chance to view. Operating on industry standards that are applicable throughout the online landscape is of the absolute essence.<\/p>\n

The viewability issue continues to trouble the digital advertising industry. How can we move past it?<\/strong>
\nWe shouldn\u2019t move past it. Advertising is made to be seen, so you obviously have to be viewable. The industry has to change in order to adapt to viewability metrics. Period. There is no other solution. Otherwise, what\u2019s the point of advertising if nobody sees it? I\u2019m completely on board with adopting a single viewability metric to be applied to all platforms across the industry.<\/p>\n

If you could debunk a trend in video ad tech, what would it be?<\/strong>
\nTV sync, which is basically when you use a technology to deliver ads on digital at the same time they\u2019re live on television. I see this trend growing in Latin American. It\u2019s a shiny new thing. But here\u2019s the catch: No advertiser can buy enough inventory to guarantee that the ad will actually be present on all devices while users are exposed to the ad on TV. You need to be watching a particular show on TV while browsing a particular site to make it work. It could be interesting if you could actually sync with everything, including devices outside your home, but that would literally mean buying everything. I don\u2019t think any brand could afford such a big investment.<\/p>\n

What\u2019s the crib sheet on the programmatic video process that will make it less daunting for newbie advertisers?<\/strong>
\nI don\u2019t think it\u2019s that complicated, to be honest. Programmatic is pretty straightforward. People like to use tons of acronyms and make things seem more complicated than they really are. Programmatic is the automatization of the buying process that allows you to buy at the impression level versus the \u201cthousands of impressions\u201d level. You\u2019re going to buy only those impressions that have the exact targeting you\u2019re looking for, and you buy only what you want. It\u2019s all automatic, and it\u2019s easier.<\/p>\n

Why was the concept of native advertising so difficult for the industry to accept and where are we now?<\/strong>
\nThe definition of native advertising was the challenge at first. Because it\u2019s so broad, the term \u201cnative\u201d could refer to something that\u2019s integrated into an article or it could also be the article itself. There was branded content and now there is seamlessly integrated native advertising. That was the evolution around this concept. When you see the rise in ad blocking, it\u2019s obvious that users are no longer accepting intrusive ads. According to PageFair\u2019s 2017 Ad Block Report<\/a>, the number of devices using ad blockers increased by 30% globally last year, and 60% of ad blocking occurs on mobile. That\u2019s why seamless integrations make sense. If you don\u2019t bother people, they like you more and will offer you a chance to engage with them.<\/p>\n

There have been predictions that mobile will likely be the force that drives programmatic ad spend, true or false?<\/strong>
\nTrue, big time. Right now, mobile commands anywhere from 60-90% of web traffic. Mobile is driving growth for everyone, not just programmatic.<\/p>\n

Programmatic storytelling, fad or future, and how does it work?<\/strong>
\nThe challenge here is to unite creative and technological executions in a single effort, from the start. Too many times we see creative teams working in disconnect from technological teams and getting together too late in the process. There is a communication gap that has to be bridged in order to explore the opportunities offered by different devices in terms of creative solutions and user engagement.
\nProgrammatic storytelling also requires tightening the collaboration between brands, publishers, agencies, and tech companies. And then there is the frequency challenge. In order to provide a consistent narrative to each individual across their multiple devices and different touch points, you need to control reach frequency.<\/p>\n

You work with some of the world\u2019s biggest brand publishers. What is a stumbling block they all struggle with that might surprise us?<\/strong>
\nVideo used to be one of their biggest struggles because premium publishers didn\u2019t always have video content, and that\u2019s why they have all switched to outstream. The issue they have now is that they\u2019re being evaluated on a viewability basis, and it\u2019s not a metric they are used to managing. At the same time, especially for premium publishers, they have more viewability because people are more engaged. If you\u2019re on The Washington Post, or Globo, or ESPN, then the chances are pretty good that you\u2019re reading content and really seeing the ads. That said, many big brand publishers are still not ready to sell on a viewability basis.<\/p>\n

What are the key tenets to respecting users when it comes to mobile ad content?<\/strong>
\nDon\u2019t do interstitials. That\u2019s the worst. Consider that the average attention span for video is five seconds. So be brief. Make short creatives. Always take into account that mobile is one the most personal things that we own, and you cannot be too intrusive in general. I\u2019m talking here about frequency capping. If you\u2019re impacting the same person on mobile all the time, it\u2019s as if you\u2019re in that person\u2019s living room constantly asking them to buy your brand. I would be careful about that. At Teads, we keep in mind that when asked about what their mobile phone means to them, people give answers like: \u201cIt\u2019s my third arm,\u201d \u201cIt\u2019s my best friend,\u201d and \u201cI could never live without it.\u201d You wouldn\u2019t say that about any other device in your life. That\u2019s why mobile needs to be treated with a lot of precision.<\/p>\n

What does \u201cengage don\u2019t enrage the user\u201d really mean as a daily practice for mobile video platforms and content creators?<\/strong>
\nMarketers are getting paid to invest money so people love their brands, and when they use intrusive formats such as interstitials, non-skippable pre-roll, or pop-ups, they\u2019re basically spending a fortune on making people hate their brand. That\u2019s the enormity of the situation. Since mobile is so personal, you can\u2019t be intrusive on it, especially with video interstitials that block everything. If you block access to a user\u2019s content, without frequency capping, it can be a disaster.<\/p>\n

What do you see in mobile video\u2019s future that excites you the most right now?<\/strong>
\nSeeing ad tech and creative increase their effectiveness together. This is empowered by the fact that spend on mobile is increasing at an incredibly fast speed, bridging the gap between investment and opportunity. According to eMarketer data, mobile should be 63% of digital media spend this year. The beauty of tech and creative working together is that we can focus on enhancing the user experience instead of disturbing it.<\/p>\n","protected":false},"excerpt":{"rendered":"

With a large percentage of consumer web traffic now attributable to mobile devices, this milestone year-over-year growth also signals changing times for mobile advertisers. 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