Every consumer journey is different, and the path to making a purchase is not always the same. Some consumers buy on impulse from seeing an ad on social media, while others might have to see the same ad several times across different platforms before they visit the website for the first time. While the visuals, interactivity, and messaging of an ad campaign are important for consumer engagement, so is its relevance when it comes to the audience it reaches. With the increase in time spent online over the past year, it’s more important now than ever before to evaluate your targeting strategies in order to reach the most engaged audiences with your campaigns.
Programmatic advertising uses technology to automate the buying and selling of targeted ads online. Within the programmatic ecosystem, there are various technologies and companies that all play a specific role in the buying and selling of these ads.
Third-party cookies are a driving force behind many aspects of programmatic and digital advertising. Since Google announced that they will be removing all third-party cookies from Chrome at some point in 2022, many marketers are beginning to panic. Just how big of a deal is this, and what can marketers do to prepare for the inevitable?
As one of the most engaging channels in programmatic advertising, native is loved by advertisers because it allows brands to fit into, rather than disrupt, the audience experience. Offering precise, audience-specific targeting in a contextual format, native advertising has proven to deliver higher levels of engagement, brand lift, and viewability by blending into the content format of the pages on which they appear.
Your campaign is only as good as your targeting strategy. Every consumer journey is different, and the path to making a purchase is not always the same. With the increase in time spent online over the past year, it’s more important now than ever before to evaluate your digital targeting strategies in order to reach the most engaged audiences with your campaigns.
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.
In the midst of the COVID-19 pandemic, this National Nonprofit day is especially meaningful for the team at AUDIENCEX. We are so proud of the many non-profit organizations we’ve supported – throughout the US and internationally – whose missions are to give back in meaningful ways. Recent engagements have included campaigns for Noman, Justifi, Venice Arts, Coral Vita, Nueva Vision Community Schools, Vision Care, and Blue Star Families. Below is a little bit more about some of the non-profits we’ve been honored to work with on a pro- bono basis.
Demand side platforms, or DSPs, are an important part of programmatic advertising. This technology allows advertisers and agencies to buy ads across multiple ad exchanges in multiple sources through one interface. However, each DSP has its own strengths, inventory sources, and characteristics. How do you know which DSP is right for your campaign?
Connected TV (CTV) is top of mind for many marketers today. When the world shut down in March amid the COVID pandemic, CTV viewership went through the roof. As our commuting and work schedules have changed, marketing plans have also adjusted, with less being spent on out of home, and more dollars shifting to other screens in our homes.
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.