Digital VS Traditional. We’ve all questioned where our brand will thrive. Traditional has shrinking attention while Connected TV (OTT, CTV Advanced TV) and Internet Streaming Radio are improving performance and targeting capabilities. As the industry evolves, advertisers are making the shift to platforms that are a better fit for their brand.
I had an interesting conversation with a client a few weeks ago about dealing with,“middle-man” style vendors and the disadvantages of such an arrangement that got me thinking… “I wonder how many advertisers are purchasing media from this style of vendor without even realizing it?” Throughout my years of experience in digital advertising, I’ve learned there are many advantages to working directly with 1st party vendors. Within this blog I’ll discuss several of the benefits and share meaningful questions to ask potential 3rd party vendors, even the ones that may not want you to know their arrangement. I hope this information can help equip you with new knowledge of how your strategic partners are placing your paid digital advertisements!
If you look up or “Google” how to setup a paid search account, many articles point towards essentially spending more money to help your keywords place higher. That is just one part of the optimization processes but quite honestly, the least effective and most expensive. We are often asked by prospective clients “what would you do to optimize our paid search account?” We figured we’d put together a list of the first items our team checks on when setting up, managing and optimizing a paid search account.
Setting up a digital media campaign can be a daunting task, even when working with a media agency! What tactics should you use? How do you measure success?
There are a growing number of companies that are sprouting up claiming to have the latest and greatest technology and data for digital advertising. As a marketer it may be difficult to determine who has the best site access, audience data and ad units. In reality there isn’t too much of a difference on the technology side of digital advertising, what separates most media companies comes down to just a few things like how campaigns are set up, team experience and optimization strategies. Here are a few questions to ask a media vendor before you partner with them!
1. Use Video to Better Reach Your Customer Base
More than half of all internet users access the web solely from a mobile device. More and more users are looking for soundbites, not lengthy copy. Consider embedding a video on your landing page. A word of caution: do not set the video to play automatically. Rather,
Orange142 is aware of the recent news reports concerning Methbot, a potential Russian botnet that hosts content farms and generates nonhuman traffic to siphon off money from digital advertisers (you can read more about the story here).
Native Advertising is strategically targeted advertising that takes on the natural appearance and function of the platform on which it is found. In layman’s terms, it is advertising that camouflages itself to blend in as organic publisher content. Quality native advertising is nearly indistinguishable from the organic content, with the exception of the “sponsored” watermark that must appear.
As part of an on-going series discussing the online marketing funnel we will be going through each digital media tactic and reviewing when media reaches the target audience and how it affects their buying and planning decisions.
The first tactic to review is display advertising (banner ads) and how, when and why to use banners as part of your online marketing strategy. Banner advertising is not as simple as it once was and there are many ways to judge to effectiveness of the tactic and whether it is the right fit for your marketing strategy.