If you’ve ever seen a display ad that magically showcases an item you’ve recently browsed, you’ve seen dynamic creative XML feeds in action. Dynamic Creative Optimization (DCO) is a virtual must for online retailers, but product targeting is just part of what DCO can offer this market. In fact, the best dynamic creative tools enable complete top-to-bottom funnel marketing within a single campaign and much more. Here are a few ways online retailers can take their DCO strategies to the next level.
Many businesses and brands would like to advertise on mobile phones, but they simply don’t know how to do it. Bob Bentz of ATS Mobile gives a primer for novices on how to take advantage of the bargains that are currently available in the mobile ad world.
Garage Sale Rates
Statistics show that while 20% of overall time spent with media is on the mobile phone, mobile advertising is garnering just 4% of the overall ad budget. In fact, it is, by far, the most under-utilized advertising medium available today.
That means there are more sellers than buyers and if you remember back to high school economics, that means bargains for advertisers.
How to Buy Mobile
Cost Per Thousand --The simplest way to purchase mobile advertising is on a CPM basis. In this scenario, you will pay a set amount for every 1000 exposures on mobile phones. Expect to pay about $3.00 per thousand exposures for general advertising. The more narrow your targeting, the higher the cost per thousand.
Cost Per Click – Buying mobile on a CPC basis will enable you to pay just when somebody clicks on your advertisement. Of course, many of those clicks will be “fat finger”... Read more
Yes, it’s that time of the year again – Internet marketing pundits and prognosticators are popping up everywhere to opine about what they think will be hot trends in 2014.
Some of these trends seem interchangeable with 2013; others may have a significant impact for companies and customers as technologies continue to evolve and improve.
Here are a few that grabbed my attention:
Suraj Sondha, who founded UK-based consultancy Internet Marketing Highway, says Search Engine Optimization (SEO) will not be a primary traffic generation tool albeit it will still be a factor in page ranking. Local search will continue to be important, but we’ll see a rise in what Sondha calls Social Media Optimization (SMO).
“More people are turning to social media for research and information; they’re relying on their peers and brands they connect with,” said Sondha. He adds that Internet marketers need to better capitalize on this growing trend.
And mobile will matter more than ever. Forbes, for instance, recently reported that by 2017, 87 percent of connected devices sales (including desktop and laptop PCs) will be smart phones and tablets.
“The shift toward mobile is undeniable,” added Drew Hendricks, writing in Tech Cocktail. “Next year’s Internet marketing battlefield will... Read more
Posted in Ad Networks, Ad Serving, Creative Best Practices, Desktop Apps, Email, Emerging Platforms, Entertainment, Humor, Media Planning & Buying, Opinions, Research, Search, Social Media, Targeting, Web Analytics, Websites, Wireless, Word of Mouth | No Comments »
Global brands are getting more particular about data. They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way - but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions. If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data:
1. Are you okay with publishers self-reporting their performance numbers? Is fraud a concern?
One of the benefits of serving your ads with an IAB- and MRC-accredited ad server is that your data is consistent and trustworthy. When you use tracking pixels, there are many ways publishers can intentionally or unintentionally skew performance data. When you’re using a... Read more
Tags: Ad Serving, Argentina, Brand Safety, Brazil, Chile, Colombia, Data, DG, fraud, Latin America, mediamind, Mike Caprio, OCR, Optimization, peer39, Peru, programmatic buying, Puerto Rico, Tracking Pixels, vCE, verification, Video, Viewability
Posted in Ad Serving, Emerging Platforms, Opinions, Targeting, Video | No Comments »
Microsoft is pitching a whole different kind of windows.
In a series of new YouTube videos, the software giant is showing
retailers how its Kinect gaming technology could be used to create
highly interactive window displays.
I think this is compelling - not just for store windows, but for outdoor
advertising in general - potentially turning advertising displays into
pop-up storefronts or micro sites.
What's your view? Would you use this kind of technology at retail? If so, how? If not, why?
Other videos include Retail Clothing Scenario and Toy Store Scenario.
Read more about the initiative here.
Tags: advertising, ar, augmented, branding, display, dooh, in-store, Kinect, marketing, Microsoft, ooh, reality, retail, window
Posted in Ad Networks, Ad Serving, Creative Best Practices, Emerging Platforms, Wireless | No Comments »