It’s no secret that we live in a world where every consumer is constantly connected to multiple devices. In fact, 28% of Americans say that they are now online “almost constantly”. With an increase in consumers’ multi-device activity, this gives agencies and marketers more devices to target, but also means reaching consumers isn’t as easy finding them on their desktop or mobile phone.
When programmatic display advertising is partnered up with paid search, eCPAs can be significantly reduced. For example, one of our clients was committed to SEM and used it as their primary performance channel prior to working with AUDIENCEX. When they signed up with AUDIENCEX, our managed service team implemented some simple tactics that specifically targeted search activity, and the result was a 40% reduction to their eCPA.
As a seasoned marketer, by now you’re well aware of the value of relevant audiences. When it comes to quantifiable results, nothing is more important than putting the right offer in front of the right eyeballs. How do you know the audiences you’re targeting are indeed relevant?
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.
We often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?