A great meeting of people from the advertising industry, combined with speeches by marketers and influencers, equals the PI Live 2018 conference which takes place among the picturesque scenery of Old Billingsgate in London and has already gone down in history.
I had the pleasure of participating on both days of this very interesting event and, apart from making many interesting new acquaintances, I also gained a lot of equally interesting conclusions and insights.
The fact that the marketing industry is extremely dynamic has been known for a long time. Digital marketing, which is a relatively fresh branch of marketing, is also developing at an unusually fast pace. Trends change, they influence one another, they merge and evolve. From the perspective of Trzask! Studio, I was obviously interested in a global perspective on the issue of banner advertising, both in terms of potential business partners and publishers.
I breathed a sigh of relief overall; banner advertising is alive and well!
Even though it already has a solid competitor, so-called native advertising. Native advertising is a form of advertising that is non-intrusive and non-engaging, at least in its first phase, hidden and operating in secret. It consists of sponsored articles, content woven into other threads or delicate graphic forms, all of which are only a background for other information on a given website or portal. Native advertising was created by people who abandoned banner advertisements in search of something that would be more engaging, but at the same time wouldn’t give rise to the need for blocking.
That is, of course, a slap in the face for the creators of banner ads, whose design has run a little bit out of control, causing huge numbers of ads to simply littere the portals of their publishers instead of performing as intended. Opinions on the effectiveness of native advertising varied widely among the people at the conference – in an era when Internet users are becoming lazier and lazier, they are not always keen on reading sponsored articles or clicking on “second content”.
Most people had the same conclusion:
a neat and well-designed banner advertisement is still the most effective form of advertising on the Internet.
The subject of banners also often entered the discussion when talking about social media. Facebook, Twitter, Instagram, and Snapchat are currently the places that gather the largest number of web users, and hence, they are a paradise for companies needing to reach those users with their products. Banner advertising, and especially on mobile phones, is considered to be one of the most attractive forms of engaging users of social media. In the extremely dynamic environment of Snapchat or Instagram, this conclusion seems to be very clear, however; there is one more important consideration that speaks in favor of placing ads in the social media environment – the ease with which you can target and track user behavior.
Currently, Facebook-like portals offer a number of algorithms that allow you not only to target the ad at a group of potentially the most interested recipients, but also to monitor the movements of recipients of these ads. Data provided by social media are also much more precise than data provided by Google systems, especially when it comes to user location and interests. Importantly, a wide range of tracking services from social media portals have inspired the designers to create self-sufficient tools that could revolutionize the advertising market in the near future and allow ads to be “armed to the teeth”. So, the future will bring us tools that are even more effective, which will allow us to adjust to the user almost 100%. There is a very specific conclusion stemming from all this: the visually appealing ad is one thing, but its value is also determined by its “weaponry”, which cannot be seen at first glance.
My visit to PI Live also confirmed my belief that the popularity of the phenomenon of the outsourcing studio is still very low and the cooperation model, which one of my interlocutors called B2B2B is a thing that is still hard to imagine. The basic model of external cooperation is therefore the Agency – Freelancer model, which, however beneficial or effective, has a number of limitations; unfortunately, few decision-makers are aware of the benefits of employing an outsourcing studio like Trzask! and above all, the fact remains that the outsourcing studio is, to a large extent, just a few freelancers who work closely with each other on a project commissioned by the client. In the long run this saves time and ultimately saves money. Nevertheless, thanks to conferences such as PI Live as well as face-to-face meetings with representatives of specific agencies, the awareness of extended cooperation options is increasing, especially because modern systems implemented in outsourcing studies can be provided globally without negatively impacting the final quality of the product.
Summing up, the trip to the picturesque, though frighteningly crowded London has provided many strong impressions and a lot of new knowledge about the industry in which our studio moves. Priceless knowledge combined with new experiences and inspiring conversations, together with positive exchange of views, will surely be an inspiration for Trzask! for the next days and months of operation.