But let s take a look at a campaign that employed non-standard units to break through the clutter. For this campaign, we indicated to publishers at the outset that we were interested in pushing the envelope. A core component of Organic s online advertising philosophy is to align the advertiser s promise with the target s experience in other words, engage users to interact with the brand by utilizing site functionality within the creative units, paying off the brand promise. The creative and media synergies at Organic helped determine the optimal combination of placements and messaging that would illicit positive consumer response. New formats can breathe additional life into the message.
New technologies can raise messaging strength, thus delivering better results.
Publishers who sell non-standard ads create additional revenue streams for themselves. Publishers will have an increasing degree of accountability assigned to them moving forward. Though most of our template-breaking experiences were the result of fusing strong relationships with creativity, the demand will soon overtake the supply, and publishers will be forced to scramble. Listen to that which your agencies clamor. Balancing the editorial requirements, advertisers objectives with the right amount of creative media thinking will ensure breakthrough messaging platforms and formats will emerge and thrive.