How Creativity Can Survive on a Mobile Screen?

How creativity can survive on a mobile screen?

Worldwide, mobile advertising is driving the vast majority of ad spending growth, according to media measurement company Zenith. Globally, mobile ad spending was estimated to have grown an astounding 34 percent to top $107 billion last year. As our industry continues to invest more heavily in mobile ads in our mobile-first world, we can’t afford to lose sight of the true key to success in this realm: messaging and creative that resonates with a mobile audience.

As marketers strive to deliver memorable ad experiences in the mobile space, here are three principles to keep in mind.

Design for the device. You can’t simply repurpose desktop creative for a mobile audience and expect it to resonate. You need to leverage the ever-growing array of creative, immersive and uniquely mobile formats available to marketers today, including Mobile Scrollers and others. Furthermore, your mobile creative should take advantage of the deeply personal relationships that people have with their mobile devices. Make your ads engaging, interactive and — above all — personal. One of my favorite examples of harnessing natural user behavior to personalize a mobile ad experience is Starbucks’ incorporation of selfies into Snapchat ad units. But such creative ideas can be employed outside the walled gardens of social media as well.

Gamify it. What do mobile device users love almost as much as selfies? Games. Today’s Rich Media mobile units enable a wide range of interaction and engagement features that lend themselves well to games, be it a simple tap-to-play branded game or a more-immersive experience that includes video. Don’t be afraid to get creative with your creative.

Give users a choice. Importantly, part of creating ads for the mobile environment means understanding and respecting the fact that someone simply might not want to see your creative at a given moment. Respecting a user’s desired experience is important in all advertising, but perhaps nowhere as much as on a mobile device. Allow people to dismiss your ads with ease. Creating this positive user experience will increase the likelihood that users will stop to engage with your creative when it appeals to them, rather than being instantly put off by any ad unit that crosses their most personal of screens.

At JustPremium, our creative studio works hand in hand with leading advertisers to create engaging mobile experiences that help brands stand out. If you’re looking to create a memorable mobile moment for your brand’s audience, reach out via our contact form.  

– Jeff Jacobs, Product Manager at JustPremium 


JustPremium Offers a New Way to Get Blown Away at This Year’s Cannes

Cannes Lions 2018 By Eric Visser

There’s a special place in my heart for the annual Cannes festival. As the aptly proclaimed “home of creativity,” Cannes embodies the very same principles around which we’ve built JustPremium for the past five years. We believe that creativity should be celebrated and elevated within our industry, and we know how hard the people in our industry work day in and day out. They deserve an occasion to let their hair down and have some fun—all while building the valuable relationships that drive our industry forward every day.

That’s why, when JustPremium heads to Cannes, we like to do something a little outside of the ordinary. While I love extravagant yacht parties—complete with deejays and bottles of rosé—just as much as the next person, that old staple Cannes experience just doesn’t quite fit with the spirit of JustPremium. For one, as a young and rapidly growing company, we believe that our biggest investments must remain focused on constant innovation within our product and service. But perhaps more importantly, JustPremium isn’t the type of company that does things the way that everyone else does them.

At JustPremium, we believe in creativity, visibility, and just the right amount of fun and irreverence. That’s why, as we did last year at Cannes, JustPremium will be foregoing the overly lavish yacht and giving a whole new meaning to the term “brand uplift” by sweeping our guests into the sky for a premium parasail experience, along with other watersports activities. And we’d like to invite you, our valued clients and partners, to be a part of this truly memorable experience. Consider it our way of rising above the noise at Cannes—both literally and figuratively.

If you’re coming to Cannes, I’d like to extend my personal invitation to come fly high with JustPremium from June 18-21. You can RSVP here and we’ll see you at the beach!


Our Premium New Look

Read more about what inspired our new logo and our fresh new look in this blog post by Eric Sams, Creative Director at JustPremium.

After months of creative development and many late nights, our team at JustPremium is thrilled to share our new logo and visual identity with you. We couldn’t be more excited about the results, and we’re proud to unveil this new look as further evidence of our commitment to innovating in the digital space.

In the redesign of our logo, we wanted to represent the simplicity of our offering while still conveying its premium nature. To achieve this, we held multiple workshops with the entire creative team. We collaborated. We mood-boarded. We sweated every nuance. As a result, the new logo successfully reflects the feeling of “everyday luxury.” Much like a designer fragrance or high-end car, you can see the tailored craftmanship in the details.

The new visual identity comprises two parts: the monogram and the wordmark. Both embody the core qualities of our brand: helpfulness, innovation and irreverence. As you can see, the letterforms in the monogram literally help one another complete the readability of “JP.” Meanwhile, the italics were employed to convey a feeling of forward movement, representing innovation. And finally, the curve of the J embodies a lively quirkiness, symbolizing our irreverence.

Over the five-year history of JustPremium, we’ve evolved a lot. But one thing has remained constant: our commitment to creativity. We embrace the movement to create user-centric organic experiences that engage customers in new and exciting ways. At JustPremium, we love what we do. And we want to share that enthusiasm with all of you.

I’m deeply grateful for the time and effort that so many people from our team have invested in bringing our new visual identity to life.

Stay tuned for much more to come from our team! And thanks, as always, for being part of the JustPremium community.

–   Eric Sams, Creative Director at JustPremium 


Q&A with JustPremium’s Rob Garber: The Vital Issues Shaping Our Industry and Our Company

Rob Garber joined JustPremium two months ago as managing director for the UK. In his mere 60 days with the company, he’s witnessed tremendous change within both the industry and JustPremium itself. We sat down with him to get a look at the vital issues that are altering the landscape for marketers, as well as the key initiatives that are preparing JustPremium for the future.

JP: What are the most exciting changes in the industry right now that affect your work? And in general, how do you think the industry will change in the short and long term because of them

Rob Garber: For those of us inside JustPremium, as well as those viewing from the outside, we have seen a significant evolution in just a few months. Our team has grown rapidly, not just in the UK, but globally. We’ve launched new business units. And we’ve most recently gone through a full brand refresh. However, before we go into the changes internally, let’s talk about two large shifts that are going to affect us all in 2018:

The Coalition for Better Ads. On Feb. 15, 2018, the “Better Ads Experience” was rolled out on Google Chrome’s platform. At a high level, this will ensure all ads deemed intrusive be removed from our ecosystem for good. Publishers who are not adhering to the compliant ads will be penalized. Hurrah! This focus is something JustPremium is fully behind—to the extent that JustPremium was the first Rich Media provider to sign up to be part of the coalition.

GDPR. May 25th is a date on everyone’s calendar, whether you’re in the industry or not. I can tell you it’s an odd conversation when you’re discussing GDPR with your father, who is concerned about the data he holds for his fruit and vegetable wholesale company. But these are the conversations happening everywhere.

No data at scale – in a post-GDPR world, creative and environment will be the focus—and winner. It will ensure that creative is the guest of honor in the marketing mix, instead of the person you invite to the party at the 11th hour because you forgot to send the invite.

JP: What are the major projects you are working on? What do you aim to achieve with them?

Garber: Here’s a rundown of initiatives that we’ve been focused on at JustPremium UK:

Header Bidding. Header bidding has been a game changer for us in the UK. We are now able to offer a header bidding adaptors (via Pre-Bid, and a soon-to-be-announced key player in this space) to all of our publishers to ensure brands and agencies have the ability to tap into the full breadth of high-impact supply that is in the marketplace. This will help brands scale their campaigns effectively and publishers to ensure they are achieving as close to 100 percent fill rates as possible. No longer will scale in the high-impact space be a conversation to have. Header bidding removes this in its entirety.

Video. We’ve recently launched a new business unit called Rich Video. This is a suite of ad formats that allow brands to distribute video content at scale and—most importantly—in brand-safe environments.

JP: What piece of advice would you like to share with our clients?

Garber: Here are two stats to consider: First, we see 4,000-plus marketing messages a day. And second, 90 percent of our purchase decisions are driven by the emotional part of our brain, rather than the rationale part of our brain. With that in mind, I will leave you with two core messages:

  1. Always ensure that the format, or canvas, that you use to distribute your marketing message is impactful enough to break through the clutter (and is Coalition compliant).
  2. Always ensure that the creative you build to sit within this canvas is strong enough to create an emotional connection with your target audience, as our decisions to buy are emotional decisions.

If you operate by the above two principles, you will generate the ROI, be it tangible or intangible, that your brand is looking to achieve.

 


Q&A Session with JustPremium

Jörg Schenider, Country Manager for the DACH region at JustPremium, joins us today for an exciting Q&A session. Read below, 5 straight to the point answers to our questions, where Jörg gives his advice to advertisers and discusses the future of the industry, his plans for JustPremium in the German-speaking market and more.

What are the main and most exciting changes in the industry right now that affect your work? What challenges and opportunities do you see in them?

The most exciting trend in the industry is the demand for high quality ad formats and creatives. While the industry has been focusing on trade and delivery automatization for the last 5 years, ad quality was almost forgotten. Nowadays, we see that the infrastructure is in place, and the usage of data and ad fraud defending are day-to-day work. Today, the brands themselves are asking for better ads and more creative ways to get the user engaged. In short, the digital advertising industry is talking marketing again. This is where JustPremium can stand out. This is what we can deliver, and that’s why we are in the right place at the right time to succeed.

In general, how do you think the industry will change in the short-term and in the long run?

In the short-term, data protection regulation (GDPR and later e-privacy) will shake the industry. It will be interesting to see how GDPR will unfold and what consequences it will have on the market in terms of the daily activities.

In the long run, all advertising, regardless of medium – for instance, linear TV, connected TV, Display, In-Stream Video, inApp, Digital Out of Home Advertising & Media, digital radio and even print – will be bought, planned and optimized in a holistic way through programmatic. Machine learning and artificial intelligence will have a growing influence on how and when an ad will be bought and delivered.

What are the major projects you are working on? What do you aim to achieve with them?

We will work towards closer partnerships with agencies. We are investing in resources to cater to the specific needs of each partner agency.  As we want to provide premium service, we will even facilitate their unique requirements for single advertisers. Meanwhile, we will also reach out more to brands in order to share inspiration. By showing them the unprecedented possibilities of our creative suite, we will drive them to be braver in their digital storytelling. In turn, this will help agencies pitch rich media solutions more successfully and bring more creativity to digital advertising.

On the supply front, we will be rolling out Header Bidding with each publisher in our network. This will pose some challenges, as the technical environment differs significantly from one publisher to another. Nevertheless, this is essential for the purpose of achieving a fully controlled supply chain and a working yield optimization on a higher reach overall.

What is the most exciting part of your work at JustPremium?

As I previously mentioned, we are in the right place at the right time. Advertisers look for what we are offering in order to drive better results. It’s exciting to go to market with a real USP. At the same time, it’s thrilling to see the company growing and increasing its market value. This is merely possible because of the talented and highly dedicated people we have in both Germany and abroad. It’s just great to engage with them and their potential!

What piece of advice would you like to share with our clients?

To break through the advertising clutter, advertisers need more original and engaging creatives to drive results. Many clients have great creatives in place for TV commercials or print, but don’t put enough importance on innovation in digital advertising. They need to rethink their KPI’s towards ads that work in the direction of their objectives, instead of being fully focused on pure price driven benchmarking. Sounds like a no-brainer but it’s definitely not the case in many places.

If you’re an advertiser that wants to reach out, don’t hesitate to leave a comment or directly send an email to info@justpremium.com 


JustPremium Recruits 10 New Members for its German and UK Team following scale back by Undertone

London, March 2018: Programmatic rich media and video ad marketplace, JustPremium, has today announced that it has recruited two new teams. The new recruits follow the closure of digital marketing company Undertone’s office in Germany, and the scale back in the UK market. The announcement will also see the opening of the second JustPremium office in Hamburg, Germany as an additional to the existing operation in Dusseldorf, allowing it to efficiently service this large market.

The expertise of the new recruits will complement JustPremium’s existing offering and will allow it to further cement its position in Europe, and establish itself as a leader in digital creativity and programmatic rich media. The team included five new recruits in Germany who has taken the role of UK Managing Director and Germany Country Manager Joerg Schneider.

The new recruits take the JustPremium team to over 110 employees globally and position itself as the go-to company in Europe for brand-safe rich media and video advertising solutions for both brand advertisers and premium publishers.

Eric Visser, Founder and CEO at JustPremium commented: “We’re delighted to have a hugely talented group of people join our team, reflecting the momentum of Justpremium’s growth globally. JustPremium is a scale up, but historically we have been one of the few players in rich media, and this move positions us as the undisputed leader in this sector. We’re on a mission to prove that the legacy ad tech giant can be challenged by both startups and scaleups with the right balance of innovation and creativity.

I believe that in the long term we will start to see less fragmentation in the industry which will produce stronger companies that are able to benefit both advertisers and publishers”

About JustPremium

JustPremium is the world’s first programmatic Rich Media Ad Marketplace, offering a comprehensive managed service from creating to delivering brand experiences. The service allows brands and agencies to access premium inventory, available on the web and on mobile, through programmatic buy.

Publishers work with JustPremium to create additional advertising inventory and monetise it through its marketplace. JustPremium’s rich media and video advertising solutions encompass a series of rich media ad units surrounding media content.

As a member of the Coalition for Better Ads, JustPremium is committed to helping shape best practice online advertising standards. Recently, the company was nominated for the Deloitte Fast50, which recognises the 50 fastest growing technology companies based in the Netherlands.


JustPremium’s new Rich Video offering solves industry-wide brand safety and scale challenges

Here at JustPremium, we believe that the only real way to develop new products is to listen carefully to the marketplace – the publishers, agencies and advertisers that are the heart and soul of our business – and then deliver that which is sorely needed. It is with that simple yet powerful belief that we proudly unveil our new Rich Video product suite today

The need is clear – and significant

With Rich Video, JustPremium is redefining video advertising at a time when quality video inventory has never been more in demand. As digital video viewership continues to skyrocket,brand advertisers are shifting significantly larger portions of their advertising budgets to this highly engaging and immersive medium. And with good reason. Video represents the most efficient and powerful way to communicate brand stories, evoke emotion and establish connections with customers and prospects.

That said, despite the fact that demand has never been higher, the quality, brand-safe video inventory that advertisers require has never been in shorter supply. In 2017 alone, our industry was rocked by two revelations:

There’s far less quality video inventory than we thought: Recently released research found that video inventory is being overstated by an astonishing 50+ times. That’s a lot of fake inventory that’s going to be weeded out this coming year, thanks to initiatives like the IAB’s ads.txt.

Existing video inventory isn’t nearly as safe as we thought: Last year, serious brand-safety concerns arose around YouTube content, which accounts for nearly 20 percent of the entire video advertising marketplace. As a result, major brands understandably decided to freeze their advertising on the platform, despite the site’s continued popularity as a consumer destination.

Why JustPremium’s Rich Video changes everything?

We saw the headlines. We heard from our constituents. The need couldn’t have been more clear: Our industry requires a scalable solution to deliver quality, brand-safe video inventory to the many advertisers looking to connect with consumers via this fast-ascending medium.  Enter Rich Video.

JustPremium’s Rich Video, which encompasses six high-impact video formats, is powerful, simple and effective. Whether you represent a publisher, agency or advertiser, this product was built to make video advertising easier, faster, more accessible and more impactful for your business.

With Rich Video, JustPremium is thrilled to be delivering on the following industry needs:

Video scaled everywhere: Rich Video runs on outstream inventory, which means it isn’t bound only to publishers with video content. For publishers, that means more revenue, even without vast investments in your own video departments. For agencies and advertisers, that means your ads can appear anywhere within our network of premium publishers. In short, Rich Video can scale.

Interactive, rich creative. Rich Video supercharges an advertiser’s existing video assets – no special content creation required. The product blends creativity with technology to deliver on both brand and performance objectives by layering on logos, tag-lines and social buttons to maximize the impact of every impression. Click here to see Rich Video in action

Seamless purchasing: With Rich Video, agencies and advertisers gain access to an intuitive video advertising experience within their existing DSPs. Rich Video ads can be purchased with the automation and targeted precision of your programmatic buys.

Brand safety: As with all JustPremium products, our Rich Video formats run only on our network of high-quality, premium publishers. Our publisher selection and ongoing inventory quality control measures are designed to safeguard the interests of our buyers and to uphold the integrity of the online industry and its ecosystem.

With Rich Video, JustPremium is putting an end to the shortage of quality, brand-safe video inventory for advertisers and their agencies. At the same time, we are opening up new, lucrative revenue streams for publishers that want to deliver innovative and effective ad experiences to their audiences and advertisers. We look forward to working with our publisher, agency and brand partners to continue to refine and grow this exciting new product during 2018 and beyond. Please feel free to contact us here — we want to hear from you!


Back to the Future: Why Ad Tech Must Learn from the Creative Past

This article has been published exclusively in ExchangeWire.

“Is it just me, or does it sometimes feel like people working in advertising technology have forgotten the age-old elements of what makes good advertising?

Whilst there’s no commandments set in stone for the marketing sector, at the core of any successful advert is surely good creative. This is a fact that somewhere along the line appears to have been lost, to all our detriment.”

At a time where pop-up is promoted over high impact, consumer experience and creativity are simply being overlooked. This results in commodified ads and decreased trust. What does the industry need to do?

Continue reading…


JustPremium makes the Deloitte Fast50

When we founded JustPremium in 2012 our goal was ambitious. We wanted to be nothing less than a game-changer in the online advertising industry.

As a result, from day one we set out to create products and innovative solutions that would give advertisers scope for greater creativity, deliver them better results, and match them with a network of ‘brand safe’ publishers.

Five years on and I’m proud to look back on all we’ve achieved. In particular, in a clear sign that our aims have resonated, we’ve been included in the list of the 50 fastest growing technology companies based out of the Netherlands – the Deloitte Fast50.

Deloitte’s Fast50 is an annual event that recognises and profiles the fastest growing technology companies in different European markets. Every year, 50 companies are selected and then recognised at an annual awards ceremony, this year’s event will take place on October 12th.

Here are some of the reasons we’ve been included in this highly prestigious list:

  • Over the past three years, we’ve seen growth of over 500%, and we project this year to be our best ever
  • We’ve developed and rolled out new ad products and units suitable for both desktop and mobile environments
  • We’ve built and expanded a global network of trusted publishers. We now extend into numerous different vertical industry sectors, meaning that advertisers can reach relevant and targeted audiences. For example, most recently we signed a partnership agreement with Gourmet Ads, bringing food and grocery publishers into our network
  • We’ve expanded internationally, including ramping up our North American HQ in New York this year
  • We’ve built and developed our own creative team, which takes advertiser creatives and concepts and tailors them for our ad units. The result is that these ads and campaigns are optimised to be as effective and successful as possible
  • We’ve increased viewability rates significantly, some of our products manage average viewability of 85%, a figure we’re looking to increase even further
  • We’re taking a leadership role in helping shape best-practice online advertising standards. As a result, we’ve recently joined industry grouping the Coalition for Better Ads

I want to thank our team in making all this happen, we’re lucky to have a group of people working with us, who are passionate about making a difference and want to do great things.

We’ve also got a number of further exciting developments in the pipeline, all of which will help take our business to the next stage of our development. Watch this space, we’ll be announcing them soon!