Simplified advertising gains new life with Bloomberg’s release of display ad format, Ad.Apt.
New York-based Bloomberg Media Group recently announced the launch of Ad.Apt, a new display ad format that leverages the media conglomerate’s capabilities in creative, content, and data to develop creative and innovative display advertising solutions.
The new tool takes basic assets that an advertiser has such as video, a headline, logo, brand images, and call to action and turns it into four versions of the same ad. Alongside all of that, the ad showcases unique data, video, or related news pieces from Bloomberg.com. The ads are personalized to viewers based on their browsing history.
Bloomberg Media Group stated about the ad industry that, “In an ever-changing digital environment, the advertising industry is shifting to deliver a single cross-screen ad solution.” Such a cross-platform advertising unit allow data, content, design, and video to be turned on with just a single set of brand assets. Advertisements will be sold both programmatically and directly.
The elements of Ad.Apt include: 1) Integration to Bloomberg’s relevant data intelligence with a specific brand’s story; 2) Engaging audiences with personalized experiences and customized brand narratives; 3) Brand videos that can be shared at scale; and 4) Maximum brand impact all within single brand assets.
Derek Gatts, Global Head of Ad Trafficking, Technology and Product at Bloomberg Media said, “It’s about driving more impact in a more efficient way. Standard banners don’t perform the way anyone would like them to.”
The new Ad.Apt solution also shows Bloomberg’s desire to rely less on third-party or external advertising technologies. In fact, the company is measuring the impact of the ads it runs with Google Analytics so it can more easily compare performance metrics.
Gatts said, “Lots of publishers talk about bringing things in-house and shedding reliance on third parties. We still use some self- and managed-service platforms, but we’re far less reliant on tech vendors than normal publishers are.”
Cisco is the first company to advertise under the new solution. A handful of other advertisers have also joined the bandwagon. Bloomberg sees the new ad formats becoming critically important in generating revenue for both the advertising side and the editorial side. In the future, the ads may be able to allow the company to personalize the website’s content specific to each visitor.