Singapore Bonzai, the creative automation platform, has launched its latest service, Fillboard, a premium digital ad format designed to improve viewability and user experience (UX) for advertising served on desktop, tablet, and mobile platforms.

With the introduction of Fillboard, a customised ad format by Bonzai, marketers can draw in and retain users without interfering with their enjoyment of the website’s content. Advertisers looking to create distinctive and impactful campaigns are empowered by this technology. 

The possibility that the target audience will see the advertisement, its longevity during an advertising impression, and whether or not it will appear on a user’s screen when a page or app loads are all indicated by the Ad Viewability Score. The desire for the ad inventory rises when an ad’s viewability score rises and campaign performance reports get better. Using ad styles that will grab viewers’ attention is one of the industry norms for optimising viewability, which is important for publishers and advertisers alike.

Speaking about the launch, Rahul Pandey, founder and CEO at Bonzai, said, “With a keen understanding of how the slightest boost in user attention can bring significant gains in ad awareness, Bonzai Fillboard was designed with care. We are offering a solution that helps avoid outdated intrusive methods, prioritising contextual advertising that aligns with user intent. Moving away from formats that interrupt, cover site content or don’t work across devices, advertisers can now utilise Fillboard, a fresh way to connect with all their audiences and stand out in the crowded digital landscape.”

Meanwhile, Ash Tanwar, head of ad Operations at The Guardian, commented, “Our long-standing partnership with Bonzai has played a pivotal role in shaping our vision for a product geared towards enhancing ad effectiveness. Close collaboration with the team has culminated in an ad format that ensures heightened viewability for our readers, thanks to its ingenious cross-screen experience. With initial testing already proving to have promising results, this new product in market will undoubtedly excite our advertisers.” 

While there’s no shortage of uncertainty as we countdown to 2024, the crystal ball seems to have a few things in focus for the next trip around the sun. From the long-anticipated shift from third-party cookies to first-party data to the harnessing of AI and the evolution of e-commerce, here are five key tech trends set to shape how brands connect with customers. 

The race for first-party data

2024 is set to be the year of first-party data with Chrome deprecating third-party tracking cookies over 2024, following the lead of other browsers having already implemented similar changes. Brands will be focused on strategies to build their own valuable first-party data, built up from purchasing signals tracked via loyalty programs, registered users, CRM and so on. 

Brands will be turning to publishers to harness their vast contextual and enriched datasets from either registered users or gleaned from the type of content being consumed in real-time. Combinations of both publisher and advertiser data via data cleanrooms have been a topic of interest and will be interesting to see how this is picked up over the year.

The shift promises contextual interest targeting, enabling a more precisely tailored match for brands between creative and audiences. The focus on sharper targeting translates into reaching the right audience with specific intent, ultimately, leading to increased conversion rates and effectiveness.

Focus on innovative advertising

The ongoing adoption of more premium and effective ad solutions is a growing trend, which is only set to continue from an effectiveness and a user experience perspective. Clients are reporting that campaign budgets can be extended up to seven times more just by using more effective formats. 

Brands are demanding more premium sponsorship opportunities and publishers are accommodating via a range of high-impact and bespoke formats. This means more curated and higher quality ad experiences on-site, resulting in a longer-lasting impact from awareness to engagement through to conversion. We’re seeing a further development toward solutions overlaying first-party data or contextual insights with premium ad formats. This delivers more personalised and relevant experiences, which are particularly effective for eCommerce.

And as smartphone users worldwide reach an estimated 4.6 billion, with expectations of surpassing 5.1 billion by 2028, mobile internet traffic already claims nearly 60 per cent of total web traffic. In response to this unprecedented growth, there’s the need for a more expansive, premium mobile ad format that would not only extend the in-ad experience via a seamless, scrolling user experience; it would also drive brand awareness and communicate additional product information in an unobtrusive, impactful way.

Innovative new ad formats like BrandStory outshines competitors with triple the ad space and 2.8 times greater time in view than single scroll ad formats. This addresses the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration and action within one comprehensive solution.

e-commerce to continue upward trajectory

We’re witnessing the takeoff of e-commerce across the board, supercharged from the shift during lockdown as businesses of all sizes realised the value of having a direct relationship with their consumers. On top of the sale, e-commerce is allowing advertisers to own the data relating to the customer and the sale, which is a huge factor in the boom. 

e-commerce will see sustained growth as brands demonstrate a willingness to invest in channels that streamline the conversion process and build that direct line to their customers. We’re seeing a take-up of in-banner transactions, shoppable video, contextual targeting and dynamic e-commerce ads already playing a pivotal role in the transformation.

Harnessing AI

AI is quickly moving from a novelty to being embedded within a multitude of platforms to increase effectiveness and revolutionising the landscape, both on the overall marketing function and the specific ways we engage with technology. This includes from a generative perspective of creating content and messaging to getting a better handle on insights and planning, particularly with the abundance of first-party data. The wealth of information from this data will serve as a fertile ground for extensive learning and the development of models tailored to audience insights.

Surge in digital outdoor and connected TV channels

In the coming year, brace for a significant expansion in alternative advertising channels, particularly digital outdoor and connected TV. We anticipate substantial growth and innovative strategies as these channels evolve to become pivotal players in the advertising landscape. We have even been seeing clients connecting their digital out-of-home and digital display campaigns with live data, meaning interactions with the digital campaign can be relayed to the digital out-of-home screens – another space to watch.

The future of consumer-driven digital experiences

As we step into 2024, the world of advertising is gearing up for some exciting opportunities for publishers, advertisers and consumers alike. The strong focus on first-party data, the use of AI, the evolution of online shopping, the rise of different advertising channels and the march toward new ad formats are all painting a picture of innovation, integration and adaptability. It’s a call for advertisers and publishers to work together, align their strategies with what consumers are looking for and create a landscape where creativity, data insights and modern technology come together for a more engaging advertising experience.

This article is written by Harley Ramien, Director for Asia Pacific at Bonzai

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Singapore – Bonzai, a creative technology platform, has launched BrandStory, a new premium mobile ad format.

In comparison to single-scroll ad formats, BrandStory delivers three times the ad area and 2.8 times longer viewing periods, addressing businesses’ growing demand for more real estate to produce outcomes globally. It combines awareness, investigation, and action in a whole solution.

With 4.6 billion smartphone users worldwide (expected to rise to 5.1 billion by 2028), mobile internet traffic currently makes up about 60% of all web traffic. Recognizing this growth, Bonzai concluded that a large-scale premium mobile ad format was required. Through a scrolling user interface, this format seeks to extend the in-ad experience while simultaneously increasing brand awareness and effectively communicating more product information in a non-intrusive way. 

Building on years of observations, BrandStory is available in Australia, Zealand, and SouthEast Asia. Bonzai’s new, no-code solution does deal with the requirement for integration for current clients. It offers benefits to publishers as well as advertising.

Speaking about their latest offering, Rahul Pandey, Founder and CEO of Bonzai, said, “BrandStory is the culmination of our commitment to pushing the boundaries of creativity and innovation in the advertising industry. With the explosive growth of mobile internet users worldwide, we recognised the need for a premium mobile ad format that provides more real estate for brands to captivate their audience effectively.” 

He added, “BrandStory is our answer to this demand, offering advertisers an unrivalled canvas for crafting immersive campaigns that seamlessly integrate awareness, exploration and action.” 

“We are excited to empower both advertisers and publishers with this unique, no-code solution that unlocks new opportunities and revenue streams. BrandStory sets a new standard in the industry, and we’re thrilled to introduce it across APAC, empowering brands to reach their audiences like never before,” Pandey expressed.