Classic ad strategies shine amid uncertainty

Styles are indeed cyclical. And when it comes to advertising -- especially in the digital space -- what was old is now new again.

And while identity solutions, artificial intelligence, and the on-going ‘will they or won’t they’ that is the planned depreciation of cookies might get the lion’s share of the attention, there has been a re-focus on fundamental tactics.

As other parts of the industry undergo evolution and upheaval, these legacy strategies can be relied upon for peace of mind and results.

Power of premium placements: Seems simple enough. Skew placements toward prime spots on popular websites and they will garner greater attention. While everyone else focuses on the how, you can refocus on the where. The placements here not only radiate premium quality, but by aligning your ad message here you can increase your audience's trust.

Contextual aligns topics and targets: Context is king, and contextual targeting is still a top weapon in your targeting arsenal. By serving ads that are relevant to the content or context of a webpage, marketers can ensure that their message resonates with the audience at the right moment. From sports aficionados perusing athletic op-eds to culinary connoisseurs seeking epicurean enlightenment, through contextual targeting, the intended message resonates as it reaches the appropriate audience at the optimum time.

Prospecting remains potent: When it comes to capturing new customers it is best to cast a wide net. Instead of just seeking after people who already know about your brand, prospecting helps you reach out to fresh faces who may be interested. It's like making new friends—you never know who might become your biggest fan. Prospecting uses tools like demographics or interests to find people who could be an ideal fit for your product or service. It's a way to expand your reach and introduce yourself to potential customers who might not have found you otherwise.

Overall, embracing approaches that have served advertisers since the industry's inception will be a critical factor in finding success in the midst of major paradigm shifts. Technology innovations and advances associated with these strategies should also be taken into account by advertising leaders, since it is likely that these more seasoned tactics will continue to become "shinier" (i.e., more sophisticated and automated) as the advertising industry continues to evolve.