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Zuri Stanback

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Mobile Video Ads: 3 Trends to Look Out for in 2017

Posted by Zuri Stanback on February 24, 2017 at 10:48 AM

As streaming video becomes more prevalent in today's world, mobile video ads provide great opportunities in the new year. From new ad formats to a sputtering format, here are three mobile video trends marketers should look for in 2017:

1. The Facebook Renaissance

Though YouTube has been the biggest name in video ads for the past several years, Facebook is making a big play this year to upend this trend. Earlier this year, the social media company tested the placement of 15-second midroll ads into non-live videos. According to eMarketer, videos will only qualify for this new ad program if they run for 90 seconds or longer and are viewed for at least 20 seconds, ensuring viewability metrics remain high. Although we expect a slow roll-out for this program in 2017, Facebook provides a spectacular opportunity if you're looking to stand on the edge of the newest frontier in mobile video ads.

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Topics: Mobile Optimization and Advertising, Video Advertising

Use IP Targeting to Reach New Movers

Posted by Zuri Stanback on February 23, 2017 at 1:09 PM

If you've ever moved before, you know how labor intensive it can be. There are moving trucks to reserve or moving companies to hire. You need to cancel utilities at one place, start them at your new home, move out of your current place and possibly sell your home before finding a new place to live.

On top of all this, you must make sure you have a bed to sleep in every night. People have a lot of needs when they're moving, and companies that serve that industry want to be the solution. IP targeting is a digital marketing strategy that has proven especially effective in helping these businesses connect with their consumer base. Digital marketing channels abound, but using IP addresses supports unique strategies for companies that want to reach an audience of movers.

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Topics: Reach Extension and Targeting

Marketing in 2017: Why Mobile, Social, & Video Will be Crucial

Posted by Zuri Stanback on January 24, 2017 at 9:49 AM

2016 was a crazy year, but as we look to the year ahead, there are some important lessons we can learn from it, especially in regards to the growing importance of mobile devices in the digital landscape, shifting trends in social media and the absolute dominance of streaming video content. Here's everything you need to know as you prepare for marketing in 2017.

Mobile Search: It's Not Just for E-Retailers Anymore

Back in the early 2010s, many viewed mobile devices as the enemy of physical retailers, as the trend of "showrooming" (looking at something in a store and then buying it cheaply online) gained notoriety. However, it increasingly looks like mobile devices are driving more customers to physical retailers, not just to window shop, but to make purchases as well. According to data released by Google back in May, mobile search is driving consumers to stores in physical, trackable ways. Moving into 2017, it has never been more important for marketers to ensure that they are using the power of mobile search advertising to drive consumers to their storefronts. The mobile-first world is definitely here, and using the power of mobile search will give marketers their best shot at reaching consumers who continue to use their smartphones to find the local products and services they are interested in.

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Topics: Mobile Optimization and Advertising, Video Advertising, Social Media Marketing

Programmatic Video Advertising: Is the Top Ad-Buying Method Right for You?

Posted by Zuri Stanback on January 5, 2017 at 9:18 AM

The promise offered by programmatic video advertising is finally turning into a promise fulfilled: Among U.S. publishers, programmatic will drive the majority of ad spending in 2016.

According to a new report from eMarketer, 60 percent of all digital video ad spending will come through programmatic. That's a significant increase from 2015, when just 39 percent of video ad spending was run through programmatic solutions.

There are no signs this trend will slow down, either. eMarketer estimates programmatic's share of overall digital video ad spending will increase annually in 2017 and 2018, eclipsing $10 billion in spending by the end of that period. It will also approach an overall market share of close to 75 percent.

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Topics: Video Advertising

Without Search Retargeting, You Aren't Reaching the Right Customers

Posted by Zuri Stanback on November 8, 2016 at 11:41 AM

So many online journeys, consumer and otherwise, begin with a search engine. So, naturally, the data stemming from those searches offers incredible value to marketers. This single data stream may be the most comprehensive and illuminating source of information you'll find anywhere online — digital marketers can't afford to ignore the opportunity it represents.

The value of search data isn't restricted to applications within those search engines themselves. Marketers can pull that data and use it to retarget consumers on other channels as well. Search retargeting uses past search activity to display ads on other platforms, including Facebook and other display ad networks. Search Engine Journal explains it is an important component of your marketing strategy.

Retargeting is an effective strategy for brands looking to recapture interested consumers and pursue transactions that were abandoned before they could be completed. When properly deployed, it offers incredible value.

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Topics: Retargeting and Remarketing

The Benefits of Programmatic Advertising

Posted by Zuri Stanback on October 12, 2016 at 11:18 AM

Programmatic advertising is a hot topic in digital marketing these days, with ad spending expected to reach $22 billion this year, according to eMarketer — that's nearly a 40 percent increase from last year. But, according to an IAB report cited by Econsultancy, only 45 percent of people who use programmatic advertising actually understand the concept behind it. Here's the vital information on programmatic advertising and how to approach your creative in these campaigns.

What Is Programmatic Advertising?

Essentially, programmatic advertising is a data-driven, automatic approach to media buying that allows for hyper-personalized targeting with agile messaging across all paid advertising. It dramatically reduces the margin of human error and the labor-intensive process of media buying and replaces them with technology-based techniques that target the right customer with the right ad at the right time.

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Topics: Reach Extension and Targeting

Tips For Increasing Conversions

Posted by Zuri Stanback on September 16, 2016 at 11:02 AM

Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.

Find Them on Facebook

With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Social Media Marketing

Weather-Based Marketing

Posted by Zuri Stanback on September 6, 2016 at 11:41 AM

Weather-based marketing is a powerful tool when it comes to capitalizing on consumer behavior that changes with the weather.

The days of only being able to get the weather forecast on the TV, radio, or in the newspaper before heading to work are long gone. Now consumers have a variety of ways to check the weather, including weather sites online, real-time weather apps or local news apps.

Mobile now accounts for nearly one-third of all e-commerce sales, as InternetRetailer notes — and recent reports state that consumers check the weather on their mobile phones multiple times a day. Real-time mobile engagement gives you a great opportunity to capitalize on hyper-local geotargeted ads that can be changed as often as the weather.

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Topics: Digital Marketing Strategy, Home Services

Are Your Mobile Ads Getting People to Your Store?

Posted by Zuri Stanback on August 29, 2016 at 1:23 PM

More than 90 percent of retail sales happen offline, as Marketing Land notes, but much of today's shopping journey happens online. Thankfully, lift studies that link online behavior with in-store visits are becoming more readily available. These metrics allow you to measure in-store visits driven by your mobile ad campaign to learn precisely how well it's performing.

Previously, it was a challenge to link online ad exposure to offline sales, but with mobile's geolocation data, vendors — who serve mobile ads — can measure the number of customers who visit a retail location after seeing said mobile ad. For instance, Facebook offers location-based awareness ads that show stores "near me," and offer calls-to-action such as "directions" or "call." Now those ad reports include a store visits metric, which enables you to see how many people came to your retail location after seeing your Facebook ad and analyze results across multiple locations — but there are many ways to crunch the numbers.

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Topics: Mobile Optimization and Advertising

How Can Search Retargeting Help Your Business?

Posted by Zuri Stanback on August 15, 2016 at 12:35 PM

Even if you're familiar with the general concept of retargeting, you may wonder what search retargeting is, specifically. According to Econsultancy, search retargeting is different from site retargeting as it allows marketers to serve display ads to consumers who recently searched for specific keywords related to their business.

For instance, if a marketer aims to boost a locally owned hotel in Atlanta, they could use searches for "cheap hotel in Atlanta," "travel to Atlanta" and "flights to Atlanta" to serve ads to those potentially considering a trip to the area.

Although the concept behind search retargeting is simple, this marketing tool is far more valuable than you may initially expect.

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Topics: Retargeting and Remarketing

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