Last year saw significant upheaval in the digital marketing space, including changes to how ads could be targeted and a renewed look at brand safety. This year is shaping up to be no different. While 2018 will present plenty of opportunities for marketers, as outlined in our recent report, seizing those opportunities – and successfully riding the wave of disruption – is only possible with access to best-in-class technology.
In the realm of digital marketing, 2017 was nothing if not dramatic.
We saw programmatic become increasingly dominant. We saw newer innovations, such as Dynamic Creative Optimization and Programmatic Native, shake up the scene. We banded together to fight back, on behalf of our clients, against bot fraud and threats to brand safety. And we significantly expanded our partnership with Sizmek to help our clients stay strong, nimble, and competitive in a landscape defined by constant change.
The recent acquisition of Rocket Fuel by Sizmek, a leader in the ad tech space since 1999, benefits both companies, enriches the digital landscape, and opens exciting new possibilities for AUDIENCEX and our clients.
Each month we build and deploy hundreds of campaigns for performance-driven marketers, both agencies and brands, and across a broad array of different verticals. This experience, coupled with our partnership with companies like Rocket Fuel and Sizmek, has enabled us to develop powerful strategic insights that consistently deliver high-performing campaigns, with significant return on advertising spend. To ensure that we continue to develop campaigns that maximize their effectiveness the following are three foundational ideas that we believe are crucial for success.
As the digital ecosystem grows increasingly multi-faceted, it also becomes ever more networked and interconnected, with new relationships emerging between online and offline channels. Some of our most exciting current work navigates today’s fluid relationship between digital and physical consumer experiences.
At AUDIENCEX we are fully committed to the pursuit of exploring new technology solutions that will enhance and elevate the hundreds of campaigns that we run each month. Dynamic Creative is a powerful optimization tactic that we are now offering to our customers and that takes creative targeting for direct response campaigns to an entirely new level. Simply put, it presents the right message – expressed in the right way – to the right person and at the right time.
Last year, bot fraud represented a $7.2 billion global challenge to our industry. Like any challenge, it creates an opportunity to innovate and also to manifest our core values. We believe that transparency is the key to addressing the issue of bot fraud, and we’re making important and actionable progress in this area.
As the digital landscape continues to rapidly evolve, brand safety is increasingly becoming an area of serious concern. This issue has become especially acute in the the last year as brands have on occasion found themselves associated with content that may not entirely align with their existing brand identity. In Q1 2017, Google came under fire as multiple Fortune 100 brands discovered their ads alongside problematic content and material, reaching across YouTube and Google Display Network.
Attention is at an ever increasing premium. For marketers to be effective, their content cannot be a digital diversion, but rather must be an integrated component of a larger engagement experience. Welcome to a new generation of native advertising – so targeted and relevant it may as well be speaking directly to you. Performance marketers have always known that to stand out they must blend in. In that spirit, native advertising has become more personalized than ever before.
Even for seasoned veterans, keeping up with it all can be a challenge, and it’s not always easy to see which marketing efforts are driving which customer acquisition events. Consider that many customers go through multiple touch points before the first conversion, and things can get even more complicated after that.
- AUDIENCEX Strengthens Technology Solutions in Commitment to Performance
- What You Need To Know To Thrive In 2018
- Rocket Fuel and Sizmek – Accelerating Growth for Performance Marketers
- Three Principles That Power Successful Programmatic Campaigns
- Game-Changing Technologies Transform the Relationship Between In-Store and Online Retail
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