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Zuri Stanback

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Programmatic Buying: Understanding the Relationship Between Quality, Supply & CPMs

Posted by Zuri Stanback on January 24, 2018 at 10:46 AM

programmatic buyingBetween DSP, SSP, CPM, DMP, RTB and more, it can be easy to get lost in the alphabet soup that is programmatic buying.

In the simplest of terms, this strategy is the act of using technology and data to choose and buy digital advertising space on the web. The process is often automated and occurs in real time as a collaboration amongst brands, marketing pros and advertising agencies.

According to AdAge, this advertising approach is on the rise. In 2011, spend on programmatic digital display advertising reached $1.1 billion. Projections for 2019 predict a whopping $45.9 billion in ad spend.

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Topics: Digital Marketing Strategy, Reach Extension and Targeting

Rise of the Advertisement Blocker: What Marketers Need to Consider

Posted by Zuri Stanback on December 15, 2017 at 2:31 PM

Advertisement blocker technology has been popular among customers for years, and its presence continues to grow. According to a report from PageFair, the global use of ad blockers increased by 30 percent during the past year.

Customers may be happy with the software, but marketers and publishers are in the opposite camp. Some publishers depend on advertising as a key source of revenue, while others count it as their primary means of paying the bills. Meanwhile, marketers often use display advertising to engage a targeted audience.

However, with ad blockers becoming so common, it's almost impossible to build a marketing strategy without taking this hurdle into account. Here are some tips for adjusting your digital strategy to better consider the implications of ad blockers — and how you might be able to overcome the technology.

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Topics: Digital Marketing Strategy

How Programmatic Advertising Creates Value & Efficiency for Marketers

Posted by Zuri Stanback on November 29, 2017 at 10:34 AM

Programmatic advertising may have encountered a bumpy road on its path to mainstream adoption, but research shows that its time in the sun has finally arrived. According to eMarketer, 84 percent of all display advertising will be conducted through programmatic channels by the end of the year.

Overall, spending on this automated solution is expected to approach $33 billion by the end of 2017. This growth follows years of uncertainty and growing pains, as programmatic ad buying searched for a balance that best serves ad buyers and sellers. Many marketers feel that the programmatic market is now worth the effort. Here's a look at some of the benefits and recent improvements.

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Topics: Reach Extension and Targeting

Programmatic Advertising: 5 Common Mistakes You Might Be Making

Posted by Zuri Stanback on October 30, 2017 at 10:27 AM

In simple terms, programmatic advertising is the use of automation technology to buy and sell ads, primarily online. Instead of negotiating prices and making calls, marketers who use this technology simply set a budget and let machines discover and purchase their digital media for them leaving more time for ongoing analysis and optimization.

Marketers are overwhelmingly adopting programmatic technology — in fact, data from eMarketer estimated that in 2017, nearly four of every five U.S. digital display dollars have been spent on this type of advertising, totaling $32.56 billion. But despite the popularity, some marketers are still making a few common mistakes. Here are five missteps to avoid.

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Topics: Reach Extension and Targeting

3 Key Ways Data-Driven Marketing Is Shaping Today's Digital World

Posted by Zuri Stanback on October 2, 2017 at 9:58 AM

Even if you're not familiar with the term "data-driven marketing," there's a good chance you've used this strategy before.

The practice of using customer information to develop targeted advertising has sparked a new age of online marketing — helping marketers connect customers with products and services like never before. Market Thunder estimated that $20 billion is spent annually on this type of marketing. In recent years, that money has caused seismic shifts in the digital marketing world, which affect both how we reach customers today and how we will in the future.

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Topics: Digital Marketing Strategy

4 Mobile Marketing Strategy Mistakes to Avoid

Posted by Zuri Stanback on August 7, 2017 at 11:43 AM

Navigating the world of mobile marketing can be confusing, even for the seasoned marketing pro. With a landscape that changes rapidly, plus cost fluctuations and ever-evolving technology, it can be tough to know which strategies and methods will work.

Smartphone conversion rates are up 64 percent over desktop conversion rates, according to a report from Formstack published by SocPub. It's important to get this segment of your overall marketing strategy correct. While every business' mobile marketing strategy will be different, there are four common pitfalls all professionals should avoid:

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Topics: Mobile Optimization and Advertising

Use Retargeting to Grow Your Business

Posted by Zuri Stanback on July 14, 2017 at 11:51 AM

Retargeting is a broad marketing term that refers to advertising that targets users who have already interacted with your brand in specifically-defined ways. This includes a visit to your website, browsing social media pages or clicking a product.

Know How It Works

When guests take one of these actions, a cookie is set in their browser and they're served ads based on their previous behavior. For instance, if you own a local coffee shop and a user within a specific ZIP code is browsing your delivery menu, a retargeting strategy could deliver ads to this customer featuring the menu items they were looking at.

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Topics: Retargeting and Remarketing

Why Fast Food Marketing Has Gone Mobile

Posted by Zuri Stanback on June 9, 2017 at 10:55 AM

The key to any successful marketing strategy is reaching your key audience in the location they frequent most. When it comes to fast food marketing, millennials — a substantial 25 percent of the population — spend more money on dining out than any other age group, according to Restaurant Marketing Labs.

The average millennial shells out $174 per month on restaurant food, compared to non-millennials, who spend $153 per month. The $21 difference could easily translate into two or three more fast-food lunches per month, and a significant bottom-line boost for quick service restaurants (QSRs). How can you take advantage of mobile marketing offerings at your OSR?

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Topics: Mobile Optimization and Advertising, Food & Beverage

Google Enables Remarketing for Cross-device Audience Targeting

Posted by Zuri Stanback on May 22, 2017 at 2:03 PM

Eight months after its first announcement that it would enable cross-device remarketing through the use of signed-in user data, Google added another critical layer of functionality: As of May 15, the data is available to Google Analytics and advertisers creating audience lists.

The announcement was made quietly through the Google Analytics dashboard, but it has important implications for advertisers using Google Analytics — especially those who have been frustrated by some of its limitations. As Marketing Land noted, cross-device retargeting has long been available from other major ad platforms, including Facebook, but Google's retargeting capabilities were much more limited because they haven't allowed tracking via user sign-ins.

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Topics: Retargeting and Remarketing

How Target Advertising Can Drive Business Into Your Restaurant

Posted by Zuri Stanback on May 19, 2017 at 9:35 AM

Restaurants face the endless challenge of enticing consumers to walk through the front doors. Word-of-mouth carries a lot of clout, and the restaurant industry has been transformed by the heavy influence of online reviews.

But neither of these channels offer any control to the restaurant — that's where target advertising comes into play. By using digital channels to expose your restaurant to nearby consumers looking for a bite to eat, you can control some of your online fate while leveraging influential technology to make a greater impact.

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Topics: Reach Extension and Targeting, Food & Beverage

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