[Video] Why a Human-Centric Programmatic Strategy Can Unlock Ad Performance

1
at
1
minutes
Technical Level
August 12, 2021
Vanessa Purchio
Marketing Communications Specialist
“We’ve divorced this idea of how we’re reaching consumers with content and then the actual delivery of that content. And that creates a huge opportunity, particularly because of some of the ways that consumer behavior has changed.” - Curt Larson 

How people consume content has changed over the past years in the smartphone and OTT era. We’re navigating through feeds - a passive consumption experience in which we’re expecting the content to be brought to us while we’re scanning it quickly. Media has evolved so fast, to the point where we’ve lost touch with the real purpose of advertising; sharing content with humans. 

At Sharethrough, we’ve been conducting research on the impact of comprehension for years. We’ve always believed the purpose of our exchange is to create comprehension among humans and by comprehending how human minds actually comprehend advertising. By adopting a human centric approach with an emphasis on comprehension, marketers can take advantage of gaining better performance without added costs while still making sure the message is still getting across. 

Learn more from Curt Larson, Chief Product Officer at Sharethrough, as he shares how advertisers can adopt a human-centric programmatic strategy to improve ad performance, and ways to get humans to comprehend ads by matching the user experience.   

Key Takeaways: 

  1. Test your ads in live environments to see if people comprehend them. 
  2. A human-centric approach delivers better performance
  3. Add captions to your video ads!
“We’ve divorced this idea of how we’re reaching consumers with content and then the actual delivery of that content. And that creates a huge opportunity, particularly because of some of the ways that consumer behavior has changed.” - Curt Larson 

How people consume content has changed over the past years in the smartphone and OTT era. We’re navigating through feeds - a passive consumption experience in which we’re expecting the content to be brought to us while we’re scanning it quickly. Media has evolved so fast, to the point where we’ve lost touch with the real purpose of advertising; sharing content with humans. 

At Sharethrough, we’ve been conducting research on the impact of comprehension for years. We’ve always believed the purpose of our exchange is to create comprehension among humans and by comprehending how human minds actually comprehend advertising. By adopting a human centric approach with an emphasis on comprehension, marketers can take advantage of gaining better performance without added costs while still making sure the message is still getting across. 

Learn more from Curt Larson, Chief Product Officer at Sharethrough, as he shares how advertisers can adopt a human-centric programmatic strategy to improve ad performance, and ways to get humans to comprehend ads by matching the user experience.   

Key Takeaways: 

  1. Test your ads in live environments to see if people comprehend them. 
  2. A human-centric approach delivers better performance
  3. Add captions to your video ads!
No items found.
About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

“We’ve divorced this idea of how we’re reaching consumers with content and then the actual delivery of that content. And that creates a huge opportunity, particularly because of some of the ways that consumer behavior has changed.” - Curt Larson 

How people consume content has changed over the past years in the smartphone and OTT era. We’re navigating through feeds - a passive consumption experience in which we’re expecting the content to be brought to us while we’re scanning it quickly. Media has evolved so fast, to the point where we’ve lost touch with the real purpose of advertising; sharing content with humans. 

At Sharethrough, we’ve been conducting research on the impact of comprehension for years. We’ve always believed the purpose of our exchange is to create comprehension among humans and by comprehending how human minds actually comprehend advertising. By adopting a human centric approach with an emphasis on comprehension, marketers can take advantage of gaining better performance without added costs while still making sure the message is still getting across. 

Learn more from Curt Larson, Chief Product Officer at Sharethrough, as he shares how advertisers can adopt a human-centric programmatic strategy to improve ad performance, and ways to get humans to comprehend ads by matching the user experience.   

Key Takeaways: 

  1. Test your ads in live environments to see if people comprehend them. 
  2. A human-centric approach delivers better performance
  3. Add captions to your video ads!
About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

Listen to Next—
3:00
August 13, 2021
Behind Headlines: 180 Seconds in Ad Tech — Fraud in CTV & Focus on Privacy
This week in Behind Headlines: 180 Seconds in Ad Tech we’re covering acquisitions, CTV fraud, privacy sandbox updates, and a new DSP launch.
3:00
August 6, 2021
Behind Headlines: 180 Seconds in Ad Tech — The Metaverse & Google Under Fire
This week in Behind Headlines: 180 we're covering the Metaverse, Google's antitrust suit, streaming viewership and new ad formats.
3:00
July 30, 2021
Behind Headlines: 180 Seconds in Ad Tech — CTV Deals & Platform Safety For Users
This week in Behind Headlines: 180 Seconds in Ad Tech we’re focusing on CTV, IPOs, platform safety and privacy sandbox updates.
Watch Next—
3:00
July 2, 2021
Behind Headlines: 180 Seconds in Ad Tech — Delayed Cookies & Investments
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the delay in the depreciation of third-party cookies & news on IPOs.
3:00
June 25, 2021
Behind Headlines: 180 Seconds in Ad Tech — Power Plays & Privacy
This week in Behind Headlines: 180 Seconds in Ad Tech we’re taking a look at the role of competition and key player’s growing dominance.
3:00
June 18 2021
Behind Headlines: 180 Seconds in Ad Tech — Lawsuits & Set Backs In Addressability
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the rise in privacy and addressability, from lawsuits to setbacks.
Vanessa Purchio
Marketing Communications Specialist

About the Author

A newcomer to the programmatic industry, Vanessa joined the company in 2019 working & learning with our business development & partnership team to help grow our market presence in the field. With experience working with various teams on both the buy & sell side as well as product, Vanessa has executed cross-functional projects, events, marketing and PR initiatives for the company. She holds a B.A in International Development & Relations from McGill University.

More from this author