2020 Is The Year Advertising Rebalances Its Scales
Frequently Asked Questions
How have brand-safety filters created problems for advertisers?
Aggressive brand-safety blacklists act like a 'chainsaw'—blocking large swaths of content and causing brands to miss relevant, brand-safe contexts. The article recommends moving to nuanced brand suitability guidelines that allow brands to align with appropriate content instead of broadly blocking it.
Why is audience targeting waning in 2020?
Audience targeting reliance weakened due to Google's announcement to remove third-party cookies from Chrome and the disruptions of COVID-19. These changes forced advertisers to consider alternative approaches such as contextual targeting to reach audiences without third-party cookie signals.
What is the recommended alternative to overreliance on technology?
Brands should prioritize the customer experience and evaluate where they might be using 'tech for tech's sake.' The piece urges balancing technology investments with stronger creative strategies that focus on audience needs and suitability.
Where can I read the full piece by Chao Liao?
The full article by Chao Liao was originally published in Target Marketing. The Nativo article links to the full piece: https://bit.ly/3eqL9K4 and the original is available on Nativo's site: https://www.nativo.com/newsroom/2020-is-the-year-advertising-strategy-rebalances-its-scales.
Target Marketing | June 22, 2020 - Since March, marketers have been scrambling to find purchase in a world changing by the minute. In Target Marketing, Nativo VP of Solutions & Activations Chao Liao argues that COVID-19 simply accelerated challenges within the advertising ecosystem that had been lurking all along.
Brand Safety Filters
An over dependence on aggressive content filters has been placing brands at a disadvantage - a fact heightened by COVID-19. Blacklists treat content with a chainsaw instead of a scalpel, causing brands to miss out on opportunities to align with the relevant, brand-safe content their target audiences seek. As an alternative, brands should create more nuanced brand suitability guidelines.
Audience Targeting Data
Brand reliance on audience targeting is waning in 2020, largely in response to Google’s announcement to eliminate third-party cookies from its Chrome browser. COVID-19 further illuminated the need for advertisers to identify alternative solutions - including contextual targeting - to reach their audience.
Technology-First Investments
An overreliance on technology has left marketers with gaps in their creative strategies. Brands should prioritize the customer experience and evaluate where they’re using “tech for tech’s sake.”
For additional insights from Chao Liao on how advertising will rebalance its scales in 2020, read his full article in Target Marketing.
Written By:
VP of Solutions & Activations
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