Advertising Archives

Finding the Best Digital Marketing Tactics for Your Campaign Goals

In this guide we will break down campaign goals into three buckets—awareness, acquisition, and driving traffic—and offer some specific digital marketing strategies you might want to try to achieve each goal.

Reach In-Market Shoppers on Amazon Advertising & AUDIENCEX

AUDIENCEX is thrilled to announce a new partnership with Amazon Advertising, giving marketers and agencies access to programmatic advertising through the Amazon DSP, without the monthly minimums normally required from this industry-leading platform.

A Beginner’s Guide to Programmatic Advertising

Digital advertising is one of the most dynamic fields to follow. A steady stream of new technological developments is constantly transforming the way companies create and deploy online ads, offering cutting-edge ways to ensure your advertising reaches your audience. One such tool is programmatic advertising: a method that automates and optimizes the purchase of ad space, using machine learning to deliver the most effective ads to potential customers.

In the past, marketers had to juggle proposal requests, quotes and tenders by negotiating with multiple people along the line. The term “programmatic” refers to workflow automation made possible by technology that employs algorithmic artificial intelligence technology to optimize the delivery of ads based on a visitor’s behavior. Brands and agencies use a demand-side platform (DSP) to determine which impressions to buy and at what price, and publishers use a supply-side platform (SSP) to sell their ad space to brands. With this form of marketing, advertisers stop wasting money on delivering ads to poor quality leads.

Programmatic advertising takes place in the blink of an eye, in the time it takes for a web page to load, making it one of the least understood forms of marketing. We’ll cover everything you need to know, including the benefits of programmatic advertising, the options available and how it works.

What Ad Formats Are Possible with Programmatic Advertising?

Programmatic covers the full range of possible advertising formats. If an ad can be placed on a web page, it can be done with a programmatic approach. The bulk of programmatic advertising is targeted to the following formats.

Display: The majority of programmatic ads are in the good old-fashioned display style. These banner ads come in standard sizes and are often static, but HTML5 has allowed display ads to incorporate animation and other eye-catching features to improve click-through rates (CTR).
Mobile: There’s no escaping the popularity of mobile. Mobile traffic increased by 222% between 2013 and 2018, making mobile advertising a key area for programmatic ad placement. These are the ads that appear while you’re scrolling mobile-formatted sites, and even on a number of free apps.
Native: Native ads rely on relevancy and audience targeting to blend in with a site’s normal content and structure. Programmatic buying helps advertisers maximize relevancy through analytics and AI. With this technology, advertisers get better performance by presenting the content to the right lead at the right time.
Video: In-stream video ads play before you start the video you clicked on, out-stream video ads play in the middle of online articles, and in-display video ads are those that top the “up next” column on your YouTube feed. Programmatic buying helps advertisers better capture elusive attention spans with segmentation and targeting.
OTT: Over the top (OTT) content is streamed through the internet directly to a smartphone, laptop, connected TV (CTV) or another device. It is similar to traditional TV advertising, but marketers have a greater ability to target audiences with programmatic OTT ads.
Interactive: An up-and-coming form of ad is interactive. These typically appear in apps and contain an element in which a user is invited to perform actions on the ad like clicking and/or dragging. It shows how an app or game may work, and programmatic buying helps make it more likely that the ad is served up to someone who will actually interact with it.

What is an Independent Trading Desk?

For many businesses, finding and engaging with their online audience can be a major challenge. How can you reach your audience effectively when there are so many screens, devices, and apps to be targeted?

Using Geotargeting & Geofencing in Advertising: The Basics

For local businesses and national brands alike, location data can be a valuable marketing tool to help reach your target audience. By understanding where your consumers are located and adjusting your messaging appropriately, you can send them personalized, relevant content to help drive them further down the consumer funnel and drive them to your stores. Geofencing and geotargeting are two different digital marketing tactics that make this possible.

Let Your Brand Be Heard with Programmatic Audio Advertising

With the proliferation of digital audio, podcasts, and streaming radio, the way we listen to content is ever changing. By 2021, the average US adult will spend 86.88 minutes a day with digital audio, according to eMarketer.

Understanding Programmatic Advertising: RTB, DSP, SSP, and Trading Desks Defined

AdTech is confusing. Not only are there a seemingly endless number of acronyms and jargon — DMP, DSP, SSP, CDP, RTB – but understanding the way each of these systems works together is even more complicated. Today we’re going to walk through what a trade desk is and how it fits into the programmatic advertising landscape, along with many of these other acronyms.

Tis the Season for New Holiday Campaign Strategies

Happy holiday marketing planning! It may still feel like summer, but ‘tis the season to get prepared for some high-powered Q4 campaigns!

Not sure where to start? Our campaign strategists have analyzed thousands of holiday campaigns from the last several years and compiled a few tips and tricks to help your holiday campaigns get ready to shine.

In this guide, you’ll learn:

New strategies to drive successful brand holiday campaigns
Key stats and figures that show when your budget is best used
When to launch your campaigns to capture as many shoppers as possible

The 2019 holiday shopping season is a bit shortened this year, because Thanksgiving Day falls late in the month on November 28, giving only 27 shopping days between Thanksgiving and Christmas. This shift puts additional strain on shoppers, retailers and marketers alike.

Last year, Cyber Monday was the heaviest online spending day in history, with a reported $7.87 billion in sales. Meanwhile, Thanksgiving and Black Friday experienced significantly above-average growth rates as they become more important shopping days for e-commerce. This means promotional campaigns should be launched by early November, with pacing plans in place to allow for increasing your media spend in the week before Black Friday and Cyber Monday.

Fill out the form below to download the guide. And happy holiday campaign planning!

Our campaign strategists are available to talk about your goals and how we can help you exceed them. Contact us to schedule a time to talk.

Announcing a New Digital Marketing Scholarship

AUDIENCEX is focused on simplifying the complex world of digital advertising, and we understand that the demand for skilled digital marketers is only going to increase. We are focused on helping the next generation of digital marketers make their mark on our industry. To that end, we are excited to offer a digital marketing scholarship to a future leader in the digital marketing and media industry.

Pixels, Please!

Pixels make the digital advertising world go round. And yet, they are sometimes almost an afterthought of modern marketers. First, you make the marketing plan, build your audience, design your creative, and get the campaign launched. Having the right pixels placed can be almost forgotten. But when you are relying on lookalike targeting and prospecting to find more potential customers for your brand, having a solid amount of visitors already tagged is important. So why wait? It’s time to get pixeling!

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