For a long time, it was believed that the open web was in a dying state. Banner blindness is ubiquitous, search engine traffic has dried up, and publishers are suffocating without oxygen. This consensus was so ingrained that even during the antitrust trial against Google, lawyers and the judge doubted the viability of display advertising on the open web in a few years. But is this really the case? In this article, we will explore how video uniqueness can breathe new life into the open web.
The Open Web: Dying or Reborn?
Eric Tilbury, VP of Programmatic Operations and Engineering Solutions at Inuvo, is confident: “Give me a sword, and I will be a champion of the open web.” He sees enormous potential in it, especially in terms of cost.
“Display advertising is like a cheat code,” says Tilbury, “because it’s so much cheaper than all other channels.”
And it seems that even seasoned ad buyers in “walled gardens” are beginning to reconsider their views.
Why are “walled gardens” losing their appeal?
Corey Dobbins, founder and CEO of Otherside, a programmatic e-commerce agency, previously led Shoelace, an agency specializing in paid social media, Shopify, and Amazon advertising. He was not an open web evangelist, even joking that banner CTR was comparable to CTV – that is, almost zero. However, the situation is changing.
Modern social platforms, by implementing more and more AI automation, are reducing marketers’ room for maneuver. Prices are rising, and the number of control levers is decreasing. Dobbins compares this to the trash compactor from “Star Wars.”
At the same time, programmatic advertising, despite its reputation, provides buyers with full control: choice of sites, audiences, bids, and all this for a much lower price. That’s why, according to Dobbins, “programmatic advertising is turning from a dirty word into something stylish and sexy.”
Rethinking the Open Web and its Uniqueness
The prospects for the open web significantly improve if we redefine its definition. Two years ago, The Trade Desk introduced SP500+ — a list of leading open web publishers. By their definition, “open web” includes any high-quality publisher that allows open programmatic campaigns.
This list includes giants such as Disney+, Spotify, Samsung TV, LG, Comcast, Hulu. Expanding the definition is bearing fruit: programmatic advertising on the open web looks much more attractive when combined with streaming media.
Video Matryoshka: From Vertical Videos to CTV
CTV (Connected TV) is a key part of Otherside’s approach to performance marketing on the open web. Surprisingly, e-commerce marketers can take a few vertical videos from Facebook or Instagram that have performed well in social campaigns and repurpose them for CTV.
The transition from widescreen TV to vertical video with a blurred edge effect «causes a context switch,» forcing the brain to pay attention to the change. Although people don’t click on TV ads, the impact of such a campaign increases brand awareness, leading to clicks during subsequent retargeting.
- Adaptation for different social networks: the same creative can be «repackaged» for various formats.
- Changing background and timbre: algorithms allow creating hundreds of variations from one source.
- Bypassing ad bans: video uniqueization helps pass moderation.
These approaches allow creating many unique versions from a single source material, which is critical for A/B testing and content scaling.
Banner Advertising: Reboot
Yahoo is also betting on the open web, striking deals with Microsoft and NBC to exclusively resell their display advertising inventory. Large media owners like Microsoft and NBC don’t want to bother with dozens of programmatic providers to monetize banner ads, which are widely believed to be worth almost nothing.
Selling inventory this way «doesn’t look very good,» says Adam Singolda, CEO of Taboola, which offers a comprehensive solution. Taboola convinces companies to hand over their media inventory to them, promising to take on all the complex work.
“This gives us an opportunity to make display advertising great again,” Singolda stated.
However, the old open web with small websites and personal blogs will not return. People who used to create websites to showcase photos or bike blogs are now almost all social creators. They earn from affiliate programs and sponsorships on social platforms. And that, according to Tilbery, is a good thing.
Honesty and Effectiveness of the Open Web
At least the numbers of the open web are honest, which cannot be said about “walled gardens” that rate themselves. Marketers know that on “walled garden” platforms, they pay more while getting less in return. On the open web, it’s the opposite.
When marketers place their ads on good sites with real traffic, they “show a much more powerful ad at a lower price” than they could find inside a “walled garden.”
Perhaps it’s too early to write off the open web. Long live the open web!
Frequently Asked Questions
What is content repurposing?
Content repurposing is the process of reworking existing content into new formats or for new platforms. For example, turning a webinar into 50 short clips for TikTok, Shorts, or Reels.
How does video uniqueness help bypass ad bans?
Video uniqueness involves changing its “video DNA” — adding filters, changing speed, cropping, repackaging with different audio tracks or backgrounds. This allows anti-fraud algorithms to perceive each creative as new, reducing the risk of a ban.
Should I order a new video or unique existing one?
A price comparison shows that making an existing video unique is often significantly cheaper than creating a new one from scratch. With the right approach, you can get 100 unique variations from one source, which is ideal for A/B tests and scaling.
What technologies are used for content multiplication?
Various algorithms and tools are used for content multiplication, allowing the video modification process to be automated. This can include changing the color scheme, adding or removing elements, changing voice timbre, as well as more complex manipulations with the “video matrix” to create “clones” of the original.
Conclusion
The open web is not declining but transforming. Content uniqueness and strategic video repurposing open new horizons for marketers. We see how old formats are given new life, and new technologies allow brands to scale their presence without colossal costs. It’s time to look at the open web as a powerful and economical tool. Contact us to find out how we can help you breathe new life into your content and maximize its reach!
