March 11, 2024
User experience, brand safety, and sustainability are more important to audiences than ever. But the benefit is not only for the consumer.
By designing and placing high-quality, contextually appropriate ads on reputable websites, brands can communicate their core values more effectively. This strategy is not merely about advertising; it’s a reflection of a brand’s commitment to sustainable practices and its support for reputable journalism. The benefits of such an approach are manifold, extending beyond mere brand enhancement. It fortifies consumer relationships, fosters trust, and molds the overall perception of the brand in a positive light.
Integrating the insights of industry leaders can offer valuable perspectives on the evolving landscape of digital advertising and its impact on brand perception and user experience. A prime example of this strategic thinking comes from Barbara Dang of Shiseido Company, who articulates a nuanced approach to advertising that many brands aspire to emulate. Dang’s perspective illuminates the delicate balance required to navigate the digital advertising space effectively.
She states, “In our pursuit of digital excellence, the caliber of media environments where our ads appear is paramount. For Shiseido, it’s about striking a perfect balance: ensuring our ads align closely with content that reflects our luxury ethos, without sacrificing the breadth of our reach. We want to maintain stringent control over brand suitability while simultaneously driving significant business outcomes.”
On the flip side, publishers find themselves in a landscape that’s both challenging and ripe with opportunity. According to insights from GeoEdge and Digiday, a significant majority of publishers—76% to be exact—report disruptions to user experience attributed to low-quality ads, which in turn impacts as much as 66% of their revenue. However, there exists a pathway to transformation. By giving precedence to ads that are both high in quality and relevance, publishers have the opportunity to rewrite their narrative. This shift goes beyond simply mitigating revenue losses; it’s about creating a synergy between quality content and advertisements. Such a strategy enhances user engagement, encourages repeat visits, and ultimately, sustains a loyal audience base.
Defining Key Factors of Responsible Advertising
- Brand Safety: Ensuring ads are displayed in suitable environments to protect the brand’s image.
- Brand Sustainability: Reducing the environmental impact of digital ads to meet consumer expectations.
- User Experience: Creating relevant, engaging, and non-intrusive ads to enhance interaction with the brand.
Strategies for Success
- Premium Partnerships: Collaborate with reputable publishers to ensure safety and scale.
- High-Quality Ads: Develop ads that resonate with the audience, improving engagement and loyalty.
- Trusted Verification: Use reputable third-party vendors like IAS, MOAT, and DoubleVerify for brand safety and ad visibility.
- Contextual Safety Measures: Implement targeted strategies, such as keyword targeting and developing blacklists with partners, for safer ad placements.
High-quality advertising is paramount in maximizing engagement. Ads that are non-intrusive yet creatively compelling not only capture attention but also significantly increase dwell time.
This is not just about catching the eye; it’s about holding the viewer’s gaze and becoming a part of their content experience in a meaningful way. With a 30% increase in dwell time and an average of 11.3 seconds of viewer attention, as highlighted by recent studies, the benefits of investing in high-quality ads are clear. (1,2)
For publishers, the challenge is to balance enhancing user engagement with maintaining revenue, a task made easier by prioritizing high-quality ads. Reports by GeoEdge and Digiday indicate that poor ad quality disrupts user experience and impacts revenue, underscoring the need for quality in both content and ads.
Elevate Your Advertising Strategy with Teads’ Sustainable and Safe Solutions
Finding the right partner who can align brand safety, quality, and user experience with scale and performance doesn’t have to be a challenge. This is where Teads excels, backed by our omnichannel platform that leads the way in premium, programmatic digital advertising, ensuring quality without sacrificing performance. recognized as a leader in direct supply and transparency by Jounce Media, streamlines advertising by avoiding duplicate auctions across platforms, thereby reducing environmental impact. Ranking #1 in web video supply chains for direct supply, Teads offers unmatched transparency and premium ad placements, surpassing the scope of social platforms.3
Why Teads?
- #1 Direct Supply: Teads, recognized as a leader in direct supply and transparency by Jounce Media, streamlines advertising by avoiding duplicate auctions across platforms, thereby reducing environmental impact. Ranking #1 in web video supply chains for direct supply, Teads offers unmatched transparency and premium ad placements, surpassing the scope of social platforms.4
- Optimized Creative Assets: Teads Studio partners with brands to create customized assets for both CTV and digital platforms, ensuring each impression is not only impactful but also efficient across all channels.
- Comprehensive Carbon Measurement: Teads is pioneering the use of Scope3 for carbon measurement in every campaign through Teads
Ad Manager. Part of the industry’s first cookieless platform, this feature gives advertisers and agencies a comprehensive view of their campaign emissions. - Superior Brand Safety Standards: With Teads, your advertising is consistent and secure across all omnichannel touchpoints, ensuring contextually relevant and brand-appropriate messaging that sets the benchmark for brand safety in the digital and CTV spaces.
Decoding Attention with Neuroscience, OMD + Teads, 18+ Desktop and Mobile, March 2023
For more information on 2024 Tech Themes, download our latest thought leadership.
Sources:
1- Geoedge, The State of Ad Quality, 2021
2- Adform, 2023
3- Teads x Condé Attention Economy, 2023
4- Jounce Media, January 2023
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