Alternative Digital Advertising Platforms and Why We Love Them
Search engines and social media may dominate the digital advertising space, but there’s a whole other world of marketing options that many people don’t even think about.
They’re new, exciting, and brimming with potential— a totally new way to take your marketing to the next level outside of search and social. We’re talking about platform advertising.
What is Platform Advertising?
You may not have heard of platform advertising but you certainly would have seen it. These ads are displayed through online retail giants, found on some of the biggest news websites, and even heard through audio streaming services.
Have you heard of any of these alternative advertising platforms?
- Taboola
- Outbrain
- Audio advertising
- AdRoll
- eBay
- Amazon
- Tinder
Most people come into contact with these ads every single day. And yet these platforms offer opportunities you may never have thought of before.
“As much as we love advertising with Google and various social media platforms, there’s more to the internet than just these channels.”
These options should be thought of as alternatives or additions to your usual digital advertising channels. Think of them as extra ammo in your marketing arsenal.
The best part about platform advertising? The unique opportunities they present.
Think Beyond Search and Social Media
As much as we love advertising with Google and various social media platforms, there’s more to the internet than just these channels.
Alternative advertising platforms allow you to essentially tap into the rest of the online market and stand out from the noise.
Imagine the value in placing a spoken ad on a user’s favourite podcast. It’s much more likely to resonate with the listener than a Google or Instagram ad that they might mindlessly scroll past.
This doesn’t mean there isn’t value in more traditional digital advertising channels. It’s more about diversifying your reach to have multiple touch points. These alternative digital advertising channels work best when tied into an existing strategy that’s been implemented across Google, Facebook, LinkedIn, or whatever other mediums you choose to invest in.
Reach New Audiences
The advertising channels listed above may all differ greatly, but the one thing they have in common is their audience sizes. We’re talking millions of views.
The nature of these platforms also means these viewers are far more receptive to your ad’s messaging. Think active viewers rather than passive.
“Alternative advertising platforms allow you to flex your creativity to really maximise how your message is marketed.”
This increased brand awareness is the exact reason why we encourage our clients to invest in these channels. It allows us to spread the net wider, capturing people wherever they are.
The way we listen to music, keep up with news, even communicate with friends is changing all the time, and there’s only so much search and social advertising can do that translates to this growth.
By offering these alternative advertising channels and constantly familiarising ourselves with any new ones, we can stay ahead of the curve and reach any target market based on their behaviour.
Utilise Content
Not all ads look like you’d expect them to. Alternative advertising platforms allow you to flex your creativity to really maximise how your message is marketed.
Creating targeted, creative content — such as a blog post or a video — allows you to sell your product or service in a way that’s more subtle but potentially more effective than your traditional digital ad. This is because the viewer feels like they’re gaining value from engaging with what you have to offer.
This not only allows you to sell your message in an indirect manner but increases your content offering. Why not add to your content library and advertise to new audiences at the same time?