The importance of personalised and optimised advertising to publicise the brand

Web marketing is one of the essential communication and marketing media for companies, medium-sized businesses or multinationals.
One of the most common communication techniques utilised, video contents, are key arguments in the context of an advertising campaign. However, internet users, tired of a stream of videos that constantly interrupt their connection, are increasingly blocking advertising contents by using software. Companies must therefore find new ways of communication.

Adapting advertising contents to internet users’ wishes: the new challenge of company communication

Even if video with advertising content remains one of the most effective means of communicating and selling services or a product on the web, internet users have responded by installing increasingly often adfiltering software. With advertisements jeopardised by this widespread practice, web marketing specialists have had to rethink their advertising approach in terms of quality rather than quantity, as in the case of written contents.

In this way, adfiltering should probably be viewed more as “an opportunity to develop and revitalise the web browsing experience using advertising with improved contents to achieve better results.”

New and different publicity strategies are currently being tested, and the messages generally lean towards higher quality contents, and a possible message personalisation.

Internet users might soon be able to choose their advertising contents and even interact with the advertisements. This would of course be significantly more interesting for the advertising recipient, while also generating a great deal more informative data about the internet user for the business behind the personalised advertisements. Two new valuable assets for internet users and for web marketing specialists alike.

Adapting advertising formats to streamline their loading time on the web

The loading time of videos is one of the main reasons that many internet users give for using adfilters. It is therefore a question of making advertisements not only more attractive and personalised, as we have already mentioned, but also lighter in terms of loading times and buffer memory.

Sophie Rayers, director of marketing, EMEA & LATAM at Brightcove, says: “Brands should propose a more stream-lined advertising experience and televisual quality with faster loading times, irrespective of the video duration”. She recommends for example to use the streaming video with Cloud, thus lessening loading times.

If adfiltering software worries companies’ web marketers, numerous solutions exist to by-pass this obstacle. As in the case of written contents, video contents must be continually improved to interest the public. In the long-term, this can also be an excellent way of enhancing the added-value contents to outrun competitors who have not invested in quality.

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