Brands invest millions in producing beautiful creative content for social channels. But, more often than not, these assets have a rather short lifespan on those channels.
So how can publishers help advertisers maximize their existing content while offering them trusted inventory to advertise on? As alternative ways to distribute social content become more important, publishers are now offering solutions that help brands take their social creative and run it across publisher inventory with Social Display.
In preparation for our upcoming webinar, Unlocking a Creative-First Approach to Social Display, on Thursday, April 22 @ 1 PM EST (Register now!), AdMonsters Advisory Board Chairman, Rob Beeler, spoke with Nikki Gertner, Senior Product Manager, Celtra, about monetizing an advertiser’s content from social media, having a range of ad product templates in your arsenal to leverage an advertiser’s social content, and how to stand out from your competition by offering creative services.
Rob Beeler: Are publishers missing an opportunity to monetize an advertiser’s content from social media?
Nikki Gertner: If a publisher does not offer any kind of ad product that can meet a social distribution KPI, then they are absolutely missing out on an opportunity. It takes a lot of resources on the publisher side to come up with new and innovative ad products. Researching client KPIs, prototyping an idea, building a template, A/B testing, etc. You could dedicate an entire team to this, but with Social Display the majority of that ideation work is already complete. It’s just a matter of getting your hands on the right assets, and how publishers can stand out from the competition by offering creative services to advertisers.
RB: It seems to me with so many different social platforms, it would be complicated to build ad products that can distribute content for each. How can publishers manage all these specifications?
NG: Absolutely, this is always the problem right? Making sure assets are delivered to you at the right spec, no matter what you’re building. This is particularly complicated when we’re talking about reusing assets from social media. If you’re looking to incorporate a video asset from Instagram Stories into a display ad, you’re going to need to secure an asset that has been cropped much differently compared to a static image asset from Pinterest, for example.
We’re not just dealing with assets from Facebook and Instagram anymore, there are a lot more social media platforms than ever before like TikTok & ClubHouse. The trick is to make sure you have a range of ad product templates in your arsenal, which are flexible enough to handle any kind of content. There is no one-size-fits-all approach, variety is a key factor for developing a desirable social display offering that you can actually activate real campaigns with.
Along with production services, publishers need to constantly ideate new ad products that keep up with the ever-changing landscape of industry restrictions and trends.
RB: So how might offering creative services to clients help publishers?
NG: I think it goes beyond just creative services. I think publishers have to take on a consultative approach for their advertisers, too. Handling the production work for an advertiser is always valuable, but publishers can really make their services stand out when they’ve got a novel way to set their media apart. This comes back to the concept of ideation.
Along with production services, publishers need to constantly ideate new ad products that keep up with the ever-changing landscape of industry restrictions and trends. Having one platform to manage creative services for your entire ad product offering is crucial, so the focus can always be on developing more and more creative ideas.
Don’t forget to sign up for our webinar with Celtra, Unlocking a Creative-First Approach to Social Display, on Thursday, April 22 @ 1 PM EST (Register now!) We’ll be speaking with Nikki Gertner, Senior Product Manager, Celtra, about how publishers can turn Social Display content into a premium ad experience.
