Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, offers her insight into the evolving landscape of digital advertising. With her extensive expertise, Anastasia delves into the innovative collaboration between WeAre8 and Magnite and discusses the broader implications for both advertisers and users. In this engaging conversation, she sheds light on WeAre8’s unique ad model, the underlying motivations for their strategies, and what the future holds for this dynamic partnership.
Can you explain the partnership between WeAre8 and Magnite?
WeAre8’s partnership with Magnite is quite pioneering in the space of digital advertising. Magnite will act as WeAre8’s first supply-side platform (SSP), enabling advertisers to buy inventory on WeAre8’s platform programmatically. This means that ads can be purchased in real-time through an automated process, making it more efficient for brands to reach their target audience on WeAre8.
What is unique about WeAre8’s advertising model compared to traditional social media platforms?
What sets WeAre8 apart is its user-centric advertising model. Instead of inundating users with ads throughout their experience, WeAre8 has an ad-only feed where users can choose to watch ads. This opt-in model contrasts sharply with traditional platforms, which often interrupt user experiences with unsolicited advertisements.
How does WeAre8 entice users to watch ads willingly?
To encourage users to watch ads, WeAre8 offers a compelling incentive: 60% of the revenue generated from each ad impression is given back to consumers. Users can either add this money to their PayPal accounts or donate it to supported charities and non-profits. This financial reward system not only fosters a sense of participation but also aligns with users’ personal values and preferences.
How is the revenue generated from ads distributed to users or charities?
The process is straightforward yet innovative. As users watch ads, 60% of the revenue from each impression is shared with them. Users then have the option to direct this money into their linked PayPal account or donate it to various charities and non-profit organizations that WeAre8 supports, offering flexibility and fostering a culture of giving.
What requirements do users need to meet to receive payment from watching ads?
Receiving payment is contingent on users watching the entire duration of the ads. This ensures high completion rates for advertisers and confirms that the engagement is genuine. Additionally, brands may include survey questions after the ads, further engaging the users and adding value to the advertisers’ investment.
Can you describe the role of Magnite as WeAre8’s first supply-side platform (SSP)?
Magnite, as the first SSP for WeAre8, plays a crucial role in automating and optimizing the ad buying process. It enables programmatic buying, which means advertisers can purchase ad space in real-time, allowing for more precise targeting and effective use of advertising budgets. This partnership empowers WeAre8 to scale its operations and reach a broader array of advertisers.
What is the impact of serving ads programmatically on WeAre8 for the first time?
Introducing programmatic ad serving is a significant milestone for WeAre8. It simplifies the ad buying process, making it more accessible for a wider range of brands. This approach also ensures that ads are more relevant to the users, increasing engagement and effectiveness. Programmatic buying can streamline operations and enhance targeting, potentially leading to better outcomes for both advertisers and users.
How does the “Sam-I” (Sustainable Ad Manager — Intelligence) engine currently operate?
The “Sam-I” engine is WeAre8’s proprietary ad buying platform, currently operating on a cost-per-completed-view basis. This means that advertisers only pay when their ads are fully watched, ensuring maximum engagement and value. This platform has been central to WeAre8’s operations, providing a sustainable and efficient ad buying solution.
What changes will occur with the introduction of the “brand feed” for advertisers?
With the introduction of the “brand feed,” advertisers will now be able to buy ads programmatically via Magnite and switch to a cost-per-thousand-impressions (CPM) model. This shift allows brands to integrate their campaigns more seamlessly into the WeAre8 ecosystem and align their advertising strategies with standard industry practices.
Why did WeAre8 decide to shift to programmatic buying via Magnite?
The shift to programmatic buying was driven by the need to meet advertiser expectations and streamline the ad buying process. Advertisers are familiar with and prefer the efficiency of programmatic transactions. This move allows WeAre8 to attract more brands by providing a platform that aligns with their established practices while maintaining WeAre8’s unique, user-friendly approach.
Can you discuss the new voice note ad product and its compliance with upcoming regulations?
WeAre8’s new voice note ad product is an innovative response to upcoming restrictions on less healthy food ads. This product allows brands to advertise without a visual component, helping them comply with regulations while still reaching their audience. Voice note ads offer a new, less intrusive way to engage users and deliver impactful messages.
How does WeAre8 plan to address less healthy food ad restrictions with its new ad product?
By introducing the voice note ad product, WeAre8 provides a compliant advertising solution that adheres to the new regulations banning certain types of food advertising. This approach not only meets regulatory requirements but also offers a novel way for brands to connect with their audience without using traditional video ads, ensuring continued engagement and compliance.
Despite its smaller scale, how does WeAre8 claim to offer greater effectiveness for advertisers than larger social media platforms?
WeAre8 contends that its smaller scale is an advantage because it ensures high-quality, non-duplicated engagement. Users on WeAre8’s platform choose to watch ads and receive compensation, leading to higher attention and better purchase intent. The focus on genuine, human engagement means that advertisers can expect more meaningful interactions and potentially higher returns on investment compared to larger, more impersonal platforms.
What does it mean when you say that your reach is “verified, non-duplicated, actual humans”?
When WeAre8 refers to its reach as “verified, non-duplicated, actual humans,” it emphasizes the authenticity and quality of user engagement. Unlike larger platforms where reach can be inflated by bots or duplicate views, WeAre8 ensures that all viewers are real people who are genuinely interested in the content. This transparency and verification build trust and ensure advertisers are getting true value.
How does WeAre8 aim to increase purchase intent for advertisers?
WeAre8 enhances purchase intent by fostering a positive association between brands and users. By rewarding users for their time and attention, WeAre8 creates a mutually beneficial environment. Users are more likely to appreciate and engage with brands that respect their preferences and offer tangible rewards, leading to increased interest and intent to purchase.
Can you elaborate on WeAre8’s mission to “rewire the economics” of advertising?
WeAre8’s mission to “rewire the economics” of advertising involves shifting the financial benefits of ad revenue back to users, publishers, and the planet. By integrating a model that directly compensates users for their engagement and supports charitable causes, WeAre8 challenges traditional ad structures and creates a more equitable distribution of wealth generated from advertising.
How does WeAre8 intend to “redirect billions of dollars back to people, publishers, planet, and charities”?
By diverting a significant portion of ad revenue towards users and charitable organizations, WeAre8 aims to redefine the flow of money in the advertising industry. This redirection supports sustainable practices, empowers individuals with financial rewards, and funds impactful initiatives, making the digital ad space more inclusive and beneficial for a larger community.
From your perspective, why is there a shift towards more ethical, values-driven advertising?
The shift towards ethical, values-driven advertising is largely influenced by growing consumer awareness and demand for social responsibility. Brands are recognizing the importance of aligning with the values of their audience, including sustainability and equity. This trend is driven by a desire to foster trust, credibility, and long-term loyalty, which are crucial in today’s market.
How does WeAre8’s partnership with Magnite align with this growing demand from brands?
WeAre8’s partnership with Magnite is a testament to the increasing demand for ethical and purposeful advertising. By facilitating programmatic ad buying on a platform that prioritizes user compensation and charitable contributions, WeAre8 and Magnite cater to brands that seek to balance profitability with social responsibility. This alignment meets the evolving expectations of both consumers and brands.
What future developments can we expect from WeAre8 as you continue to scale globally?
Looking ahead, WeAre8 plans to expand its global footprint and enhance its ad offerings. Innovations like the voice note ad product and continued emphasis on programmatic buying are just the beginning. WeAre8 aims to further its mission of redistributing ad revenue more equitably while maintaining a strong focus on user experience and ethical practices. As the platform grows, we can expect more features that align with sustainable and impactful advertising.
Do you have any advice for our readers?
In today’s digital age, it’s crucial for both consumers and businesses to support platforms that prioritize ethical practices. For brands, consider how your advertising strategies can align with values-driven initiatives. For consumers, choose platforms that respect your time and contributions, and use your engagement as a way to support meaningful causes.
