It can be difficult to get a straight, simple answer from most companies in our industry about what they do – they/we tend to overcomplicate things. It’s what I like to refer to “Booth Babble syndrome.” You know, that tradeshow booth that contains an ungodly amount of text that says absolutely nothing. When asking the people attending the booth, “So what they hell do you do?” you’ll get a different answer each time. You lost me at “asynchronous” or “synergistic” or “bla bla bla.”
I think a lot of companies do this because there really isn’t a good answer as to what makes them different. They just don’t have a product or service that’s unique in any way. So the only real way to sell their useless products is to layer on lots of fancy, confusing words and attempt to baffle the buyer.
Some of the worst culprits are data companies and the metrics they use to sell to advertisers. I tend to look at online data in 2 simplified buckets: look-alike and do-alike. Advertisers tend to be very confused about the difference, but it’s something they need to know.
Look-Alike Data: Why Not Use It?
Advertisers would purchase this type of data based... Read more
How Retargeting Works: Everything you need to know about the most popular innovation in online marketing.
There has been a revolution in the world of online advertising. No longer are advertisers guessing at what viewers might be interested in based on age, gender, or other generic demographics. They now have targeted research of exactly which websites should be promoted to which people, and they are putting that information to good use.
This breakthrough is called “retargeting”, a system which reminds Internet users of previously visited websites and urges them to return. Through retargeting, companies can identify people that have expressed some interest in their product and exclusively advertise to them. This creates a higher click through rate and, with persistence, results in a larger conversion rate. Viewers also benefit from seeing their screens filled with more relevant information as retargeting allocates limited advertising space more effectively.
Retargeting as an online advertising strategy has grown exponentially in recent years. Adroll, a San Francisco based company that specializes in retargeting, has increased its revenue by over 400% in the last four years. Other agencies are innovating even more ways to retarget. The New York City based media firm Collective has developed a software product that retargets television viewers online using data from cable TV set-up boxes. RadiumOne, a... Read more