All posts by Linda Hansen

3 Mobile Video Trends for Advertisers to Follow This Year

For much of the past decade, advertisers have hailed video as the go-to content format for high engagement. But huge gains in ROI have recently sent mobile video trends skyrocketing, making a strong, numbers-driven argument in favor of creating more branded video.

According to an AdColony report, video advertising now accounts for one-third of all mobile revenue for advertisers. This video is being delivered in a wide range of formats, including interstitial and pre-roll video ads, with rewarded video ads leading the pack in terms of ROI.

3 Tips to Scale Your Social Media Marketing Efforts

The top social media platforms have experienced explosive growth over the past decade, and most show no signs of slowing down. According to projections by Statista, there will be nearly 2.8 billion social media users by 2019 — representing a 211 percent jump from 2010.

But as social platforms grow in popularity and sophistication, so does the challenge for marketers. Not only do you now have to keep up with ever-changing trends and features, you're expected to build a social media marketing strategy that performs successfully across a wide range of channels and consistently engages users — all while retaining your brand's originality and authenticity.

This herculean task often seems impossible, but here's the good news: brands of all sizes are enjoying wild success with a multi-platform social media marketing strategy. Here are three ways you can do the same:

Optimizing Your YouTube Advertising Strategy

The best practices for YouTube advertising are nothing like the strategies used for advertising on other platforms. Not only are brands creating video content specific to the platform, but YouTube offers several ways to incorporate supplemental ads into the experience of a single video.

This functionality can provide you with additional opportunities to drive customer actions in the form of multiple video views, ad clicks and referrals to your business website. Clickable ads inserted into a video are at the heart of this advertising strategy.

Here are some basic guidelines to help you make better use of these unique mid-roll ad solutions.

The Most Effective Advertising with Display Ads

Online advertisers have no shortage of options for purchasing ad space online — and those options increasingly feature programmatic inventories serving virtually every type of ad you could want.

According to eMarketer, four of every five display advertising dollars were spent on programmatic inventories in 2017, and it's quickly taking over other types of advertising, too. Adobe Digital Insights reported that programmatic's share of TV advertising, for example, is projected to soon rise from 28 percent to 39 percent in both the U.S. and the U.K.

Options are great, but only if you understand where the most effective advertising can be found. Programmatic ad buying is a much-needed product to serve the ad world, but it isn't always better than direct ad buying. Advertisers need to understand how to choose one over the other in any given situation.

3 Tips for Roofing Contractor Marketing on Social Media

roofing contractor marketingContracting can be a very hard business to market. For roofing specialists, it can be especially difficult to reach out to customers throughout the year, as roofing isn't something many people have on their minds on a regular basis.

However, with some tried and true techniques, it is possible to see real results from marketing on social media. A simple strategy can help build your business no matter the season! Here are three tips to follow.

1. Post Quality & Valuable Content

Content is key to any online marketing plan, but it's particularly important for those in specialty niches — you need to market yourself in a way that appeals to people who haven't even thought about the need for roof maintenance, repair or replacement. The best way to do this is by creating highly shareable articles, videos and even infographics that can inform customers about different aspects of roofing.

Facebook’s Algorithm Change: 3 Tips to Maintain a Successful Social Media Strategy

As you may have heard, Facebook made a big splash in the news last week with Mark Zuckerberg’s announced changes (postnewsroom) to how their algorithm surfaces posts from businesses, brands, and media in their news feed.  

If the news didn’t make it to the top of your feed, Facebook has decided that it will prioritize posts in the News Feed that spark conversations and inspire meaningful interactions between people. These interactions can be any form of engagement, but interactions between people like comments, shares, and messages in addition to posts from friends will be weighted most heavily.

So as you develop your 2018 social strategies here are 3 tips to ensure success for your business on social media.

The Future of Online Video Trends (and How to Keep Up)

It's been nearly 13 years since the first video was uploaded to YouTube, and since then, the platform has amassed more than a billion users. From social feeds to online streaming networks, video content is everywhere — and yet audiences' appetites only seem to grow. Massive global brands and small businesses alike are looking for ways to capitalize on online video trends.

There's just one problem: Since online video trends are constantly changing and growing in complexity, knowing where to invest your marketing budget and how to maximize your success can be challenging — especially for smaller companies with fewer resources.

To help, we took a look at the future of video marketing and compiled a few tips on how you can keep up.

How Co-Viewing and OTT Devices Drive Explosive Engagement

Want to get audiences talking about your brand? New research from the Interactive Advertising Bureau (IAB) found that you should ensure your ad strategy includes over-the-top (OTT) devices and airs during programs people watch together.

People are not only more likely to talk about the products or brands they see, they're also 10 percent more likely to change their minds about the products they see when co-viewing on an OTT device rather than linear TV, according to the recent report.

OTT Co-Viewing Is a Powerful Trend

So why does co-viewing (particularly with OTT devices) yield such great results? The IAB noted that this activity is more common "among younger viewers, and with strong brand engagement." Given that a Media Math study concluded that 64 percent of millennials reported being brand loyal — or more brand loyal than their parents — it's no surprise that these younger audiences are more engaged with OTT ads.

How to Reach The Unreachables Through Advertising

Since the dawn of television, brands have used the platform to successfully deliver their messages directly to viewers' homes. From small, local businesses to global organizations, television advertising has been a staple of the traditional media mix for brands for generations. But over the past decade, TV consumption has changed dramatically — especially among one particular group.

The Challenge of the Unreachables

Coined by Heart & Science CEO Scott Hagedorn as "the unreachables" in a Wall Street Journal article, a significant portion of millennials and Gen Xers are shying away from traditional means of consuming television. Instead, these adults watch TV programs through apps on mobile devices and through streaming services like Netflix and Hulu.