Starting in 2022, Google will remove third-party cookies from Chrome in an effort to protect the privacy of consumers, but what does this mean for programmatic advertising? There has yet to be a decision made about what exactly will replace cookies (if anything), so in the meantime, it’s time for brands to find ways to connect with their customers without sacrificing their privacy. From utilizing their own first-party data to targeting based on location or context, it’s time for brands to be more strategic with their targeting efforts since they can no longer rely on third-party cookies.
Given the variety of screens and devices every consumer uses on a daily basis, marketers trying to capture the attention of consumers and connect with them face an uphill battle. When building out a marketing plan to reach your target market, there are very few instances where it makes sense to limit your marketing activities to only one channel to accomplish that goal. Rather than putting all your eggs into one basket, multichannel marketing is a better way to share your message with the right people at the right time.
There are so many social media platforms available today, each with its own unique functions and targeting capabilities – so it’s important for advertisers to understand the differences amongst these platforms and identify which one works best for their campaign goals. Many advertisers choose Instagram because it not only helps with brand awareness goals, but also delivers some of the highest conversion rates.
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.
2020 has been an unprecedented year for marketers. With ongoing uncertainty linked to the global pandemic, it’s now more important than ever to be strategic about your media buys in Q4.
Since the start of the global pandemic, we’ve seen a major shift in consumer behaviors – from the way they communicate with friends, family, and colleagues and the amount of media they consume, to the way they shop for essentials. Store closures, reduced hours, and the potential risks associated with in-store shopping have greatly influenced consumer shopping habits – forcing them to make more of their regular purchases online to avoid the larger crowds.
So many brands are jumping on the native advertising bandwagon. As one of the most engaging channels in programmatic advertising, native seems to pop up in almost every campaign strategy conversation we have with our marketer and agency clients. And because there is so much talk around native, we get a lot of questions about how to optimize these campaigns so that they are most effective. So we decided to go straight to the source, and bring in one of our native partners, Taboola, to help answer some common questions about native advertising.
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.