Tagged 'digital advertising'

Tracking Consumer Behaviors like Weather Patterns… What You Could Be Learning

Posted by Bill Guild on August 19th, 2015 at 11:05 am

I know what you’re thinking… another article about programmatic. But given the rapid pace of advancements in the programmatic space, we’ve entered a time when advertisers and retailers are forced to reexamine their strategy, take a closer look at what programmatic means to their business, and prioritize the pieces of the puzzle they should be employing to reap the greatest benefits.
This is an important time for retailers to consider the tremendous value of examining the changing costs of audiences purchased through real-time bidding. Brands must not settle with the knowledge that programmatic systems incorporate audience data in real-time or that machine learning automatically determines bid values for each impression. Pricing awareness gives advertisers an understanding of the longer-term trends that grip the programmatic advertising market. These trends can help advertisers to gauge which third-party consumer segments will be more cost-effective than others.
In order to see better results, advertisers should keep these considerations in mind:
Always be evaluating and adjusting
While it might be automated, programmatic is far from “set it and forget it” technology. Factors like current events and shifting trends require savvy advertisers to remain in a constant state of observance and advancement – constantly evaluating and adjusting their partners... Read more

How Brands Use Polls to Leverage Deeper Drivers of Engagement

Posted by Bill Guild on May 18th, 2015 at 1:20 pm

When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.

Six Things to Know When Running a Travel Campaign

Posted by Bill Guild on March 11th, 2015 at 11:52 am

Online travel sales have increased over $30 billion yearly since 2010, and are expected to continue increasing through 2016. To meet this demand, and stand apart in the constantly evolving digital landscape, brands must remain agile with their online presence. This article includes six key points for travel brands to keep in mind to run successful digital advertising campaigns.

Programmatic Isn’t Just for Direct Response

Posted by Bill Guild on December 9th, 2014 at 8:41 am

Whether the objective of a digital advertising campaign is to elicit an emotional experience or an action from the consumer, the real benefit of programmatic holds true for both: taking an ad’s message and bringing it to the eyes of an interested consumer, in a place and time that is appropriate for the messaging.

The Marketer’s Tool Guide to Knowing Their Audience [INFOGRAPHIC]

Posted by James Lamberti on May 28th, 2014 at 12:27 pm

The digital industry is losing sight of their audiences in today’s multi-device world. Having the ability to accurately recognize and reach their audiences on any device is a marketer’s recipe for success, but the landscape has become quite complicated. From tablets to desktops to iOS and Android, methods of identification across these different channels are sprouting up all over. Each of them claims to offer the “best” solutions for reaching audiences on each specific platform. And just like plants in a garden, some of these identification technologies will flourish while others will wilt away.
It’s also more than just the environments that matter in terms of where identifiers can perform; it’s the fact that the capabilities of each of these tools  are far from uniform. Some are known for their accuracy, some for their ability to scale, and others for their approach to privacy, but few embody all three. So, how can we find a balance?

In an effort to simplify this complex landscape for today’s digital marketers, we’ve put together “The Garden of Identifiers” -- an illustrated guide for navigating the evolving landscape of mobile identification to make sense of the tools available to reach, grow and connect with today’s... Read more