Even before Facebook’s latest tweak to its News Feed algorithm, which is resulting in a drop in reach for both publishers and influencers, Steve Ellis knew that "talent organic reach may deliver only 2-10% of campaign objectives.”
The WHOSAY CEO delivered the remarks at Omnicom Media Group’s Final Front held at The Studios at Paramount in Hollywood California. “That’s why, at WHOSAY, we've been building paid distribution into our campaigns in order to guarantee performance,” said Ellis.
The insight was shared during an honest and impassioned presentation during which the WHOSAY co-founder detailed the current state of the advertising industry as well as its main challenges. “This is the problem today; how do you build a relationship with a new customer on a 6-inch screen?”
Ellis went on to enumerate some of the most inefficient attempts to solve the stated problem, some of which continue to be pursued by brands and marketers despite their low return. “Banners are not a solution, neither are pop up ads nor are re-cut TV ads used as video pre-roll,” he explained. “Social feeds aren’t great either. Even direct mail gets better response rates.”
How to make better mobile ads has been Ellis’ mantra over the last few years, after learning over the course of 300+ successful influencer marketing campaigns with WHOSAY, that premium creative combined with the right talent and audience, as well as properly measuring and reporting results, were the antidote to the kind of terrible ads users have been drifting from by using technologies such as ad blockers.
“The future for marketers is to treat content like media” continued Ellis, adding that “collaboration with talent” and creating the right content to reach the right audience on social (Facebook, Instagram, YouTube, Twitter, Snapchat, etc.) as well as beyond (3rd party, out of home, radio/TV, ad networks) were critical for ROI.
But working with talent has its own set of challenges. For instance, according to Ellis, “only the 10% of talent in each segment are professional creators.” This is pertinent regarding the issues of brand safety, talent vetting and authenticity in influencer marketing. “That’s why we’ve developed WHOSAY Match, our proprietary mobile and desktop platform for matching the rightly vetted and trustable influencer talent with your brand,” said Ellis.
In conclusion, though things look challenging for advertising as we know it when it comes to distributing content to the proverbial six-inch screen of our mobile devices, when done right, influencer marketing can guarantee results via its combination of art (human side, relationships between agencies, brands and talent) and science (targeting, distribution, measurement as media). This, combined with WHOSAY Match will positively impact the performance of your campaigns as long as talent effectively connects with your brand’s target audience and not just their own fan base.