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.
Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.
Additionally, a review of your brand can help you:
- See where you stand competitively
- Determine who your customers are
- Meet your customers' expectations
- Refine your strategy moving forward
Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.
Cox Media Group (CMG) is now a participant in the TAG Registry by the Trustworthy Accountability Group (TAG). TAG is a digital industry program created to fight fraudulent traffic and improve transparency in the digital ecosystem.
TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG. TAG Registration is also the baseline requirement for companies to apply for TAG’s four certification programs around fighting fraudulent traffic, stopping ad-supported piracy, reducing malware, and improving transparency.
Between DSP, SSP, CPM, DMP, RTB and more, it can be easy to get lost in the alphabet soup that is programmatic buying.
In the simplest of terms, this strategy is the act of using technology and data to choose and buy digital advertising space on the web. The process is often automated and occurs in real time as a collaboration amongst brands, marketing pros and advertising agencies.
According to AdAge, this advertising approach is on the rise. In 2011, spend on programmatic digital display advertising reached $1.1 billion. Projections for 2019 predict a whopping $45.9 billion in ad spend.
When you hear the term "college student," what comes to mind? If you're imagining someone in their late teens or early 20s who lives on campus, depends financially on their parents and attends classes full time, you're only partially correct. Over the past decade, the number of nontraditional students has grown exponentially and continues to change the face of universities across the country.
But what exactly classifies a student as nontraditional? The National Center for Education Statistics (NCES) categorizes a nontraditional student as someone who has at least one of the following characteristics:
Everyone from late-night television hosts to your aging relatives thinks they have the millennial generation figured out — and that's the problem. These generational stereotypes may be good for a laugh, but they do a disservice to brands seeking to reach customers in this age bracket.
The huge population of millennial parents is a good indication of this problem. According to research from Barkley, 40 percent of millennials are already parents. In many cases, this group of millennials has little in common with the stereotypes associated with young customers. So how can brands market to millennial parents in a way that resonates with them?
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.
Millennials' preferences and online habits have affected multiple industries in recent years, but even these disruptive web users will need to buy a car at some point. And you'd better believe that when they do, they're going to do their homework first.
J.D. Power's U.S. New Autoshopper Study showed that customers who use services like Uber, Airbnb and Netflix — considered "disruptive web users" for their preference of web-based platforms over traditional services — tend to spend significantly more time researching cars when shopping. This audience is bigger than you may think, accounting for about 33 percent of Generation Y and 18 percent of Generation X, as well as 6 percent of Boomers and those older than them. Before making a purchase, these individuals visit as many as 12 websites, whereas traditional shoppers typically visit nine.
The growing number of online purchases has officially eclipsed in-store transactions, according to data from comScore. But while the number of face-to-face experiences is declining, brands are arguably more connected to their customer bases than ever before.
Thanks to social media, online chat tools and other tech-enabled solutions, customers can quickly and easily raise questions, address concerns and provide feedback. However, there's one especially personal method that stands above all others: video responses.
Video may seem time-consuming and challenging, especially for smaller businesses with fewer resources. But thanks to the proliferation of cutting-edge gadgets and ever-present smartphones, sending personalized videos to your customers now takes mere minutes. Here's why video responses are so powerful, and how you can use them to boost customer satisfaction.