Bidtellect: Native Advertising for Effective Marketing

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Lon Otremba, CEO

The digital advertising landscape has changed. The days of pop-ups and banner ads are over; customers today are avid researchers that demand relevant, valuable content. The new pull marketing strategy points to one strategy as a successful advertising avenue for organizations: Native Advertising. This new form of advertising enables brands to reach out to consumers in a less-invasive, more natural fashion on sites where the target audience is already browsing and engaging with the content. Compared to traditional and invasive advertising formats like banners or pop-ups, which interrupt a user’s navigation, Native Ads match the form and function of the site they’re one, and actually attract more attention from the readers thanks to its unique style of promoting digital content for relevant products, rather than just the products themselves. To help marketers execute Native Ad campaigns across all formats and devices including text, imagery, and video, Bidtellect—a Florida-based company—offers an AI-based platform for buying or executing premium content distribution. In an interview with CIO Applications, Lon Otremba, CEO of Bidtellect, discusses how their platform supports Native Ad formats that improve users’ navigation experience, and in exchange, gain the trust and interest of the modern consumers for smart advertising at an unparalleled scale.

Give us an overview of Bidtellect and its offerings.

Traditional digital advertising is getting less productive and irrelevant in terms of customer engagement. The ongoing shift toward pull media consumption from push media has empowered the present-day consumers with the capability to choose valuable content; It’s why we launched Bidtellect in 2014 with the tagline “performance-driven marketers.”

Our platform incorporates advanced technologies like artificial intelligence (AI) and real-time optimization algorithms to create and distribute paid content that carries our client’s brand message. We developed this innovative content-tech platform to create and execute Native Advertising - or what we refer to as “content previews” - at a massive scale, programmatically. This type of advertising—also known as Native Ads—makes consumers feel uninterrupted in terms of navigation.

How exactly do you handle the ethics in the marketing landscape?

To handle the customer-dominated market and comply with the ethics in the marketing landscape, we thoroughly analyze and optimize the space on a webpage where our client’s content preview should be placed. For instance, in a particular site, our platform not only recognizes the empty area but also decides on the ad’s outlook instantly.

In real-time, we assemble and create an advertisement’s headline, body, graphic, font, and color such that it appears to be a part of that particular web page.

With an understanding of the ad’s placement, we know if consumers will interact in that specific location. To engage consumers with content previews rather than with regular display advertisements, we perform highly sophisticated contextual targeting around the location of these ads, then optimize how they are built.

Additionally, our platform has a built-in targeting technology, which recognizes over 58 million individual placement locations and creates unique advertisements to attract relevant audiences and increase the scale of our clients’ business.

Our content tech platform supports Native Ad formats that improve the user’s navigation experience, and, in exchange, companies gain the trust and interest of the modern customers for smart advertising at unparalleled scale

To achieve the highest level of consumer engagement, we focus on continually improving our advanced KPI optimization technology, now in its fifth generation. It’s the core of our platform and drives targeted consumers to take desired actions. Our AI and machine learning modules analyze statistically significant historical data at the most granular level of new and untested inventory, resulting in better delivery throughout the campaign. This optimization technology incorporates a multitude of both supply and demand attributes with predictive models for the best outcomes.

What is your approach to helping clients from different business arenas?

Since our inception, we have continued to tailor our platform in accordance with the specific business verticals of each of our clients. Once successful in any particular category, we apply our ideas and concepts to a different business vertical and repeat this process for high levels of performance across every department, from finance to retail.

Even though we had plans to develop technologies for every vertical at once, it’s been beneficial to move forward by focusing on one aspect at a time as we grow our company.

Can you share a case study where your company has helped clients attain the desired outcomes?

In our initial days, we served one of the most significant technology firms to shift from traditional display advertising approach to Native Advertising. Such an approach has transformed the digital marketing strategy to a ‘content first’ concept that emphasizes the importance of content as a path to engagement rather than pushing a product. This concept enhanced the tech firm’s business from hundreds to thousands of dollars to several million dollar commitments. Our content preview that started as an experimental strategy has earned its way into the mainstream marketing department of this tech giant.

Similarly, one of the major global financial service providers tested our platform alongside several other traditional ad execution and marketing platforms. We outperformed each of our competitors and became the primary strategic digital marketing platform for the client.

Our clients realized that executing the ‘content first’ digital marketing strategy enticed consumers to engage with their brands innovatively. In addition, our platform helped them to become good storytellers, developing valuable and high-quality content for better consumer engagement.

What does the future have in store for Bidtellect?

We strive to be at the very forefront of innovation in marketing with a more productive, valuable, and high-performance platform. Accordingly, we have doubled down on our investment in the optimization of AI technology to make our solution set the most relevant and best performing in the marketing arena. Bidtellect continues to invest in workflow enhancements that enable our self-serve clients for better business outcomes.

Extensive growth of digital marketing, especially Native Advertising, is visible in Asia and Europe, and we’ll focus on territorial expansions in these markets in the near future.