Q&A with JustPremium’s Walter Aerts

Walter Aerts currently serves as Vice President of business development at JustPremium, but he’s worn many hats with the company over the past five years. Today, he’s seeing an exciting evolution in how brands are approaching their digital media buys. In this Q&A, he discusses the recent client-side shifts in campaign measurement and creative experimentation that are paving a bright future for rich media advertising.

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?

Walter: We are seeing brands become more specific in what they are looking to measure. When we launched JustPremium, it was all about the CTR of a campaign. The campaigns we are running these days have multiple KPIs and are more focused on brand lift, viewabilty, brand safety and engagement. I think this trend is going to lead to an even bigger shift from direct I/O dollars to programmatic dollars, as buyers look to be fully in control and able to measure campaigns via their own or third-party technologies.

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

Walter: It is really exciting to see that our clients are looking to do cooler things with our ad units. We are getting more and more requests that involve our creative team, as our clients look to us to execute interactive elements, dynamic creative and new variations of existing ad units. I hope that this trend will continue in the future.

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

Walter: My job at JustPremium is to build up new markets for JustPremium. For the past 2.5 years, I’ve been working on the expansion of JustPremium in the United States. My next big project is to continue that expansion and open a JustPremium office in Los Angeles. We are looking to have a full sales office in place there by the end of 2018.

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

Walter: I’ve been with JustPremium for more than five years, and I’ve served in many different roles. It has been exciting to see the growth of the company over the past five years, and I’m proud to be a part of that. For me personally, it has been very cool to constantly work in new markets. I get to show people who have never heard of JustPremium what we have to offer.

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

Walter: Clients should never be afraid to loop JustPremium into their conversations at an early stage. We are always willing to help with creative and strategic ideas, and we are working with many creative agencies globally. I think clients can really benefit from our insights in their early campaign conversations.

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