Tagged 'digital advertising'

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

Dollars Are Shifting to Digital from TV Very Quickly

Posted by Roy de Souza on September 11th, 2013 at 8:49 am

A snarky Ad Age columnist, Dave Morgan, has said that marketers will have a tough time shifting 10-20% of their TV ad dollars online as they’ve said they wanted to:
With ... increasing pressure to be innovative, many advertisers and agencies today are in a headlong race to shift and diversify their TV ad budgets, taking greater advantage of multiplatform-platform “video.” And why not? TV advertising is expensive and campaign reach is declining thanks to audience fragmentation.
However noble and well-intentioned, however, the expectations of many of these advertisers and agencies are unrealistic, particularly those calling for 10% to 20% budget shifts out of TV into digital video. That’s because, you see, 97% of all video viewing in the U.S. still occurs on TV. Yes. Whether the data is from Nielsen, Pew or eMarketer, all agree that only a small fraction of video viewing in the U.S. today occurs on devices other than the TV.
Yes. And no. Because this data is misleading.
First,  reach in the old sense of the word — mass markets — doesn’t even exist on TV these days. To reach the consumers major brands need... Read more