Article Highlights.
• When will marketers start thinking beyond the click?
• No retargeting strategy = Impressions-waste, and Impressions-waste = Budget wasted
• How remarketing brings back lost prospects to convert
• Traditional campaigns drive traffic to your website, and retargeting fill in the missing piece of the conversion puzzle
• Cost effective, fewer impressions = higher response rates, that is the secret about retargeting
In today’s marketing world where an increment in advertising ROI has become even more indisputable, an online campaign without a retargeting strategy is ‘advertising spend wasted’, because of the costs incurred to attract and get valuable traffic to a website. Retargeting is the ultimate marketing technology to fill in the ‘missing piece on the conversion puzzle’. Using a retargeting strategy increases the performance of online campaigns as budget wastes are tremendously cut down through effective targeting. It also has the ability to lower acquisition costs, and double return conversion. Despite its proven effectiveness, most online marketers still lack a retargeting strategy.
It is an indispensable marketing technology that perfectly compliment display and search campaigns.
Impressions-waste
Marketers continue to spend lots of money on getting qualified traffic to their websites, acquiring relevant leads, or specifically targeting a potential prospect through ad networks or in... Read more
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Archive for Osman Bangura 
Retargeting, the missing piece of the Conversion Puzzle
Tags: conversion, conversion puzzle, marketing technology, remarketing, retargeting
Posted in Ad Serving, Targeting | 8 Comments »
How the proposed EU directive on cookies will hamper innovation and have longterm devastating impacts on the online industry in Europe
Article Highlights
Unwise, and will kill innovation and slow down development in the European online industry
Absolutely not in the interest of the industry, nor will it foster or optimize user experience
In hard economic times like this, a full implementation of this directive as described in the Dutch consultation version will drastically change online business models and force companies out of business
A change in the existing Opt-out law to a Opt-in law will have devastating long-term impact on the way businesses monetize web traffic in the Netherlands
The European Online advertising industry is faced with one of the most complicated Telecommunication Regulations since the inception of the internet. With the new EU ePrivacy and Telecommunication Regulation hanging over its head, alongside shrinking ad revenues in the industry, the new cookie regulation as described in the directive will have devastating long-term impacts on the industry if fully implemented in every member state. Not only will it affect web surfing and the way ads are served online in Europe, this yet to be implemented harsh law will kill innovation, deteriorate user experience, change online business models, and companies at the centre of all this drama maybe forced out of business.
Since its enactment by the... Read more
Tags: Business models, ePrivacy directive, EU directive on cookies, EU Telecommunication Regulation on Cookie, opt-in, opt-out
Posted in Opinions | No Comments »
iPad – the hype and its implication for the future of mobile advertising
The launch of the long anticipated iPad spawns discussion on the web and across the online advertising industry by critics and analysts, especially due to its lack of support for flash. How will the online advertising industry handle Apple's lack of flash support in the iPad and iPhone.
The launch of the iPad and iAD signals Apple's effort to further revolutionize mobile devices and mobile advertising.
With the successful launch of its highly hyped product, the iPad, Apple has set another step forward in revolutionizing mobile web devices. The iPad may not be the first of its kind to have been launched on the market but the buzz and hyped it came with stormed the industry; something we haven't seen since the introduction of the iPhone. Its launch in the US was a huge success, with 300.000 iPads sold on the first day and one million iPad apps downloaded within 24 hours. In a recent press release, May 3, 2010, Apple reported to have sold 1million iPads in just 28 days... Read more
Tags: hyped product, ipad, lack of support for flash, mobile advertising, mobile devices, third-party cookie
Posted in Emerging Platforms | No Comments »
The future of online display – A tipping Point?
Is the banner dead? Think again! If you are denying the tipping point of display, I will say, think deeper. It is the rebirth of display. It's evolving; with an integrated approach in an industry where the essence of DATA can no longer be ignored. Online display ads play a bigger role in every marketing mix.
In the last 2 years, the interactive advertising industry witnessed a number of changes, which for some players led to serious decline in ad revenue and for others the formation of a new landscape that will play a significant role in changing the way business is done in online advertising; namely: the importance of data and the role of online audience in digital advertising. Faced by one of the worst recessions and economic downturn since the "Great Depression", advertising budgets declined dramatically. Advertisers chose for more measurable formats with prospects to increase their overall ROI in advertising. The shift from traditional media to online fueled some amount of growth in online advertising despite the crisis. Search maintain its position as the largest online advertising format by revenue, accounting for nearly 50% of total online ad budgets in many major online ad markets.
Not... Read more
Tags: advertiser, agency, clicks and conversion, display campaigns, display integration, network, online display, publisher, Search, the future of display ads, tipping point of online display
Posted in Ad Serving | No Comments »
Will the rise of Exchanges and Demand Side Platforms change the face of online media trading? More opportunities, but greater challenges!
Succeeding in the new age of digital media consumption will require aggressive adaption of current business models in order to suit the trends in the ecosystem in an efficient way that will lead to more revenue for publishers and better ROI for advertisers.
In today's rapidly evolving world of innovative technology, the need for creative solutions that would cut down costs, simplify processes, and increase transparency is drastically changing the digital media landscape. In online media consumption, the heat is on. An entire ecosystem is at the verge of loosing its traditional/classical structure. The emergence of Ad Exchanges and Real Time Bidding (RTB's), as an auction-based market place to trade impressions based on the model: "the highest bidder gets it" is an innovative technology that does not only represent opportunity but a challenge for buyers and sellers in the market place.
Demand Side Platforms 'DSP's', which in many ways provides advertisers with enormous benefits is becoming 'the talk of the industry'. Networks and agencies played an important middleman role in the old pre-buying model. In the new age of media consumption, actively serving clients using both models: the Pre-buying and RTB is crucial to survival and will be met with technological challenges.... Read more
Tags: ad exchange, ad network, advertisers, demand side platform dsp, publishers, real time bidding rtb, ROI
Posted in Media Planning & Buying | No Comments »
