A new study highlights the effectiveness of pre-bid optimization, showing a 65% increase in attention scores. Crypto marketers can leverage this method to improve audience engagement and build trust. Pre-bid optimization also promotes environmental responsibility by reducing carbon emissions by 28%.
In crypto marketing, companies continually look for strategies that catch the attention of users and ensure they get the best value for their advertising budget.
As cryptocurrencies and Blockchain technologies gain traction, understanding how to effectively market within this industry becomes paramount.
Increased Ad Attention by 65%
A recent study reveals a technique that could be a game-changer for cryptocurrency advertisers and marketers. A new report from MAGNA Media Trials and Adlook has presented some compelling findings.
MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients.
According to MAGNA’s report, when video ads were optimized before a programmatic bid, a staggering 65% increase in attention was seen, measured through Adelaide Attention Unit (AU) scores.
The AU metric leverages deep learning to measure the likelihood that an ad will attract attention, evaluating hundreds of quality signals, eye-tracking data, and results. This pre-bid optimization model contrasts with the conventional post-bid method, where campaigns are improved after the bid. This traditional approach allows advertisers to measure viewability and positioning of content for subsequent ad placements.
On the other hand, the novelty of pre-bid optimization lies in its ability to consider the AU metrics of individual impressions even before the ad appears on a web page, to subsequently boost attention metrics and guarantee an investment more economical advertising.
Pre-bid is specifically tailored for header bidding, a process where publishers offer their ad inventory to multiple demand sources simultaneously, allowing them to compete in real-time. Post-bid, on the other hand, is a way for publishers to directly connect with multiple demand partners and run simultaneous auctions to get their best bids — after the ad server delivered the creative.
Big Savings on Crypto Marketing
Crypto marketers, in particular, could take advantage of this method to strengthen their strategies. In an industry where public perception, trust and awareness are crucial, capturing and maintaining consumer attention becomes vital. In fact, this novel approach offers cryptocurrency traders a way to reach and engage their target audience more efficiently.
In the broader digital advertising market, the implications of this study are far-reaching. Advertisers witnessed an 18% cost savings in CPM for display ads that underwent pre-bid optimization. Additionally, pre-bid optimized video ads saw a 42% drop in costs per full video.
Advertisements that Protect the Environment
As the urgency to reduce the carbon footprint intensifies, the integration of emissions data into this optimization process indicated a 28% drop in emissions per impression. These advances highlight that efficiency does not have to come at the expense of the environment.
The content where these ads appear also shows a clear domino effect. Pre-bid optimization reduces reliance on made-for-advertising (MFA) websites, known for their low-quality content and high carbon emissions.
The industry’s move away from these sites, motivated by a desire for quality and responsible investment, underscores a shift in priorities. This paradigm shift in ad optimization emphasizes the importance of strategic foresight in the programmatic space. Therefore, crypto advertisers can ride this wave and ensure their campaigns capture attention in the digital age.
By Leonardo Pérez
