SteemPowered Video Marketing
The internet has introduced so many innovative ways for people to consume and share content. As a result, publishers have divided into true creators and simple curators. To earn money, some aggregate click bait and sell inventory to shady ad exchanges. Others post sponsored content without proper disclosure. We're excited to join Steem, which empowers users to capture the power of virality.
However, disclosure should be automatic!
Advertisers should always be clear and conspicuous when paying to associate their brands with content anywhere online. Recently, the FTC released guidelines for native advertising, along with an enforcement policy statement (IAB Response - via AdAge). Previously, the IAB had introduced their “Native Advertising Playbook,” which defines six categories of native ads and recommends principles of disclosure. Overall, the DAA maintains seven basic principles of online behavioral advertising, upheld by the NAI, EASA, 4A’s, ANA, AAF, BBB, and DMA.
Times are Always Changing
Ad-blocking and click fraud are slowly killing programmatic display advertising. Just last year, non-human traffic (bots) cost over $6 billion, and the media industry lost $22 billion to ad blockers (firewalls).
Native advertising platforms pretend to offer the solution. However, their “in-feed” and “in-stream” inventories are far from invulnerable to ad blocking. Currently, mobile devices don’t support “in-app” ad blockers, but it’s certainly possible in the future. In fact, Been Choice blocks ads in mobile applications, but it was removed from the App Store. Along with Bidio, they continue to push for complete consumer control and privacy.
What does 'Truly Native' Mean to You?
Whereas traditional native ad formats match the FORM and FUNCTION of their surroundings, 'truly native' advertising aligns with the PURPOSE of all media: supporting authentic creators.
Tearing Down Walled Gardens
Facebook’s business model seems unsustainable and arguably unethical because their hyper-social media company cannibalizes digital publishers. Their News Feed algorithms depend on monetary influence, a.k.a. boosting posts, which ultimately constrict freedom of the press, not to mention freedom of expression. Instant Articles give publishers access to Facebook's extensive Audience Network, but unless you opt for header bidding or direct sales, they take 30 percent of your revenue.
YouTube continues to rely on its notorious TrueView ad format, which interrupts viewers and sucks 45 percent of advertising revenue from creators. Google’s walled garden has flattened the header bidding market by opening Dynamic Allocation to third-party exchanges. However, they certainly realize the growing potential of original content. Their ‘YouTube Red’ subscription service includes several exclusive web series, and ‘Google Preferred’ advertisers just gained access to trending videos. Still, nobody offers cost-effective brand awareness. Until now...
...and the original creators get paid without sacrificing authenticity! Bidio helps brands get publicity/credit for supporting true artists and journalists. We get much less of your overall revenue, while promoting engaging video campaigns that help creators find sponsors.
Visit our website to learn more, and follow updates here on Steemit. Thanks!
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