Every consumer journey is different, and the path to making a purchase is not always the same. And this has never been more true than 2020, with the global COVID-19 pandemic changing not only the way we consume media and communicate, but the way we shop as well. As more and more consumers lean into online shopping, there are going to be even more potential customers online who may not already be familiar with your brand. In order to connect with this broad group of consumers, both prospecting and retargeting are critical tactics to a successful digital marketing campaign.
Dynamic Creative Optimization, or DCO, is a form of programmatic advertising that allows marketers to personalize the creative shown to individual audiences. Rather than displaying the same creative with the exact same words to every individual, DCO relies on technology to match the best-suited ad creative to the user, based on criteria set up in advance by the marketer. In short, DCO is a display ad technology that creates personalized ads based on data collected about the viewer at the moment of ad serving. Through this personalization, the marketer is in effect matching the best content to the correct user, thereby optimizing the chances that the user likes what they see and is more likely to convert.
Chances are, you’ve heard the word pixel thrown around when it comes to monitoring advertising performance, but what exactly is a pixel and how does the tracking process work? It’s important to understand these essentials to pixel strategy when you’re thinking about campaign planning, targeting, and optimization. To help you on your way, we’ve broken down the basics of pixel tracking for you below.
Throughout the day, marketers have many opportunities to engage with consumers.
There are touchpoints that provide channels for this engagement – our computers, our televisions, our phones. As consumers move through their day, they are also physically moving through the world. When consumers are on the go, the number of channels available to reach them drops, limiting marketers to out-of-home and mobile media.
Facebook is one of the longest running and most popular social networks. It was first introduced in 2004 as an exclusive social network for Harvard students and grads, and has since expanded into a platform that reaches consumers of all ages around the world. For brands and advertisers looking to engage with consumers and advertise to their target audiences, Facebook is often the first social platform they turn to.
Social media is one of today’s most popular methods for communicating and sharing information amongst consumers, media outlets, and brands. This is just one of the reasons why so many businesses have chosen to invest in paid social media advertising. It helps them to reach a broader audience and build brand awareness – ultimately leading to brand loyalty. With so many social platforms out there, how do you know which one is right for you to reach your target audience?
With the general uncertainty of what’s to come due to the global COVID-19 pandemic, there are more questions than answers. Never in our lifetime have we seen daily life impacted so fundamentally, throughout the United States, and around the globe.
For all the uncertainty about what the future will look like, it’s clear that it will be digital.
As consumers spend more time on their mobile phones, advertisers are gaining more opportunities to reach them when they are most likely to take action. One of the best ways to attract these highly engaged consumers, build brand awareness, and increase ad recall is through high impact mobile advertising.
What is High Impact Mobile Advertising?
High impact mobile ad units are designed to be interactive and encourage consumer engagement through multiple touch points and placements that consider both the mobile and tablet behavioral patterns of content consumption and the overall user experience. In referring to “high impact”, we are suggesting that a user must initiate an action within the ad in order for it to activate.
If the past few months have taught us anything, it’s that we don’t know what is coming next. Daily life, work life, vacation plans, marketing plans—everything we had previously scheduled for 2020 has been disrupted. So, where do we go from here?
Television content is being consumed in more places now than ever before. From streaming YouTube on their smartphones to watching their favorite shows on Hulu using a laptop, consumers can now access video content wherever and whenever they want. With video content that’s so readily available, consumers are no longer confined to watching shows, the news, or other programs at scheduled times on televisions at home.