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.
Your marketing strategy is already turning in great results — performance metrics all indicate that channels are generating ROI for the company.
The temptation may be to sit back and rest on your laurels. After all, you've built a marketing machine that's getting the job done. However, good results don't necessarily mean that your strategy is generating the best results possible.
That's where an A/B test strategy comes into play. Even if you're happy with the results of your current digital marketing strategy, A/B testing is a surefire way to make sure you never stop searching for ways to raise your standards.
The world's largest advertiser, Procter & Gamble (P&G), has challenged its agencies to become more vigilant in addressing issues like transparency and fraud in its pursuit of a better, more efficient digital advertising ecosystem. P&G's Chief Marketing Officer, Marc Pritchard, recently spoke at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting and implored the entire industry to adopt the Media Ratings Council (MRC) viewability standard, leverage third party tools for measurement and transparency, and work with the Trustworthy Accountability Group to help eliminate fraud.
You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.
Call-to-action phrases (CTAs) can make all the difference when it comes to return on investment. While you want to write compelling copy to engage customers, you also need to figure out how to take that engagement one step further and drive traffic to your site and product pages, which is where CTAs step in.
Check out these five effective call-to-action phrases, and learn why they work and how to write your own. These CTAs don't necessarily have to be the button copy, but they should make your customer want to click.
There are a lot of myths about banner ads out there. While we've already debunked a few of these, today we'll turn our mythbusting sights specifically to animated banner ads. It's impossible to browse the internet for very long without seeing them, but does animation really make banner ads better? Surprisingly, the answer is no. Here are three reasons why:
Flash Is Dead
As far as support and compatibility are concerned, Flash has been on its way out for a long time. Though banners that use Flash-based animation are easy to create, they isolate quite a large audience right off the bat. Adobe has created Animate, which is friendly with all browsers and devices.
Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.
In fact, Google recently published a voter behavior report containing the following three insights:
It's time to start thinking about back-to-school marketing ideas. Retailing Today cited a report that 62 percent of households plan to reduce back-to-school spending this year. So, with these expected cutbacks, how can you get a jump on your competitors to make sure you're ready when parents and students get ready for the first day of school? Here's some ideas.
Kids Love Facebook
Kids influence purchase decisions, so if you want to create a buzz among young people, target students using social media and promote your products where they hang out. According to a report from Common Sense Media, 45 percent of teens and tweens use social media every day. Think about incorporating your products into a Facebook game with a sponsored link.
Digital advertising changes, but concerns around brand safety remain at the top of ad buyers' minds. According to eMarketer, 26 percent of brands purchasing digital ad space cited brand safety as their top concern when choosing where and how to advertise, underscoring the need to provide assurances to those consumers.
Those companies are fortunate that brand safety solutions on digital ad exchanges make it possible to avoid much of the online advertising space that might be a poor fit for their campaign. But don't take an ad network's word for it — every company should know what features can ensure brand safety and protect ad content from potentially damaging associations.
Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?
It All Began With a L.E.A.N.
While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.