Extra Credit Blog
The company Linksys who is behind home routers and other gadgets pull back on programmatic ads. The company touches on the challenges and unpredictable results that automated ad buying can bring. They go on to state several examples, such as the lack of visibility of where they actually appear, the manner in which they render on multiple platforms, and finally the true cost per ad. For this, they have cut these budgets in half. Although, these methods can be more cost effective, it appears to lack substance to reach people who will engage with the ads the way marketers intend. Belkin International, the company behind this all has found more success by investing the advertising dollars with premium publishers that can help to distribute the material in innovative ways.
One of the companies they have patterned with recently is HULU, which is the dominant online streaming service for television. They created a spot that would appear on the site highlighting a dreaded nightmare for viewers; the buffering wheel. This is where Belkin comes in with their innovative Linksys routers to save the day. This becomes a relevant and non-intrusive way to introduce a product we generally don’t pay much attention to, but holds a great amount of responsibility in many of our homes. In the end, reaching the qualified customers will be more beneficial than blindly trying to chase the flock.