As traditional retailers struggle to maintain the excitement they drummed up over the holidays, there is much to be learned from the marketing tactics of the direct to consumer brands successfully engaging their ever-growing audiences.
Your holiday campaign was successful. You kept your CPA in check while driving higher conversion volume than you were hoping for. Now what?
Every week, a new article is published about the number of users who block or otherwise find ways to ignore advertisements. While advertisers can prioritize bidding into verifiably viewable inventory to ensure their ad is seen, the quest for captivating audiences doesn’t stop there.
If a campaign successfully reaches an intended individual, will their recollection of the message be positive, or will they be annoyed? The answer relies on a number of factors.
If marketers were to believe media consumption metrics as an absolute truth and a barometer for attention, it would seem that the public either never sleeps or never takes their eyes off a device.
Testing is core to marketing, but reporting on a myriad of experiments across a plethora of partners is a headache. Setting aside the ideal goal of sensible and accurate multi-touch attribution, simply getting data to jive and integrate into the same dashboard is no easy task. In many cases, it’s akin to mixing oil and water.
As marketers rightly seek and demand better, clearer reporting into the efficacy of their media spend, so advanced television campaign measurement and attribution is receiving more scrutiny. To aid marketing teams in this pursuit, the IAB has released an advanced television attribution buyer’s guide, and there are a few key takeaways every omnichannel marketer should take note of.
As marketers seek better agency over their efforts, so many are bidding farewell to external agencies and bringing more activities in-house. Much of this is driven by aspirations to reduce cost, improve business intelligence, and move more quickly in ever-changing markets.
As marketers look for ways to maximize their Q4, so many are revisiting their foot traffic tactics, and for good reason. Recent data suggests that brick-and-mortar retail sales will drive the majority of holiday sales growth this year.
As video consumption behaviors shift, so must marketers. While a lag between viewing behaviors and ad buying strategies remains, recent data suggests that marketers fed up with linear buys may now be ready to turn to programmatic video, and soon.
For advertisers looking to optimize the value of every impression, viewability benchmarks are simply not enough.
Viewability metrics provide but a glimpse into one indicator of ad placement quality, but that glimpse is not enough. While an ad that is never in-view has no chance of having an impact on a viewer, an ad that is in-view for only a brief moment doesn’t have much better odds.