Be In The Know Blog

What Is Viewability and Why Is It Important?

Posted by Chris Finan on September 12, 2016 at 11:49 AM

You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.

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Topics: Premium Display and Banner Ads, Video Advertising

The Best Call-to-Action Phrases You Haven't Used

Posted by Alyson Phillips on August 12, 2016 at 11:02 AM

Call-to-action phrases (CTAs) can make all the difference when it comes to return on investment. While you want to write compelling copy to engage customers, you also need to figure out how to take that engagement one step further and drive traffic to your site and product pages, which is where CTAs step in.

Check out these five effective call-to-action phrases, and learn why they work and how to write your own. These CTAs don't necessarily have to be the button copy, but they should make your customer want to click.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Are Animated Banner Ads Still on the Move?

Posted by Rachel McMullen on August 10, 2016 at 11:19 AM

There are a lot of myths about banner ads out there. While we've already debunked a few of these, today we'll turn our mythbusting sights specifically to animated banner ads. It's impossible to browse the internet for very long without seeing them, but does animation really make banner ads better? Surprisingly, the answer is no. Here are three reasons why:

Flash Is Dead

As far as support and compatibility are concerned, Flash has been on its way out for a long time. Though banners that use Flash-based animation are easy to create, they isolate quite a large audience right off the bat. Adobe has created Animate, which is friendly with all browsers and devices.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

3 Lessons Marketers Can Learn From Voter Behavior Studies

Posted by Alyson Phillips on August 5, 2016 at 10:57 AM

Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.

In fact, Google recently published a voter behavior report containing the following three insights:

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Topics: Premium Display and Banner Ads, Paid Search Engine Marketing, Search Engine Optimization (SEO), Integrated Marketing

Back-to-School Marketing Ideas for 2016

Posted by Brooke Moody on July 11, 2016 at 1:38 PM

It's time to start thinking about back-to-school marketing ideas. Retailing Today cited a report that 62 percent of households plan to reduce back-to-school spending this year. So, with these expected cutbacks, how can you get a jump on your competitors to make sure you're ready when parents and students get ready for the first day of school? Here's some ideas.

Kids Love Facebook

Kids influence purchase decisions, so if you want to create a buzz among young people, target students using social media and promote your products where they hang out. According to a report from Common Sense Media, 45 percent of teens and tweens use social media every day. Think about incorporating your products into a Facebook game with a sponsored link.

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Topics: Premium Display and Banner Ads, Social Media Marketing

Brand Safety Solutions for Digital Advertisers

Posted by Zuri Stanback on July 7, 2016 at 11:32 AM

Digital advertising changes, but concerns around brand safety remain at the top of ad buyers' minds. According to eMarketer, 26 percent of brands purchasing digital ad space cited brand safety as their top concern when choosing where and how to advertise, underscoring the need to provide assurances to those consumers.

Those companies are fortunate that brand safety solutions on digital ad exchanges make it possible to avoid much of the online advertising space that might be a poor fit for their campaign. But don't take an ad network's word for it — every company should know what features can ensure brand safety and protect ad content from potentially damaging associations.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Reach Extension and Targeting

Curbing Ad Blocking: Is an Acceptable Ads Policy the Answer?

Posted by Linda Hansen on July 5, 2016 at 2:01 PM

Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?

It All Began With a L.E.A.N.

While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising

Seasonal Advertising: It's Not Just for the Holidays

Posted by Solomon Cormier on June 17, 2016 at 11:02 AM

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising, Integrated Marketing

Banner Ad Best Practices: What to Do After You've Designed the Perfect Ad

Posted by Zuri Stanback on June 9, 2016 at 11:00 AM

The banner ad creation process can be intense. After creating eye-catching graphics, A/B split testing different calls-to-action and even working on device optimization, it's easy to feel like you've finished the job once the perfect banner ad finally comes together. But, in some respects, the journey is just beginning, as even the most perfect banner ad won't be very effective if it doesn't reach the right audience. Fortunately, there are some banner ad best practices to get the ball rolling after the ad creation phase.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting

Why Click-Through Rate Isn't Always the Best Indicator of Success

Posted by Zuri Stanback on May 31, 2016 at 9:34 AM

Adweek reported that 80 percent of digital ads are ignored, and 63 percent of millennials use ad-blocking software to eliminate display ads from their browsers entirely. Even worse, Google's Rich Media Gallery shows that, of those who can see ads, only 0.18 percent will ever click on them. To put that in perspective, you're more likely to be audited by the IRS or be born with an extra finger or toe than ever click on a banner ad, according to statistics from SheKnows.

It's easy to see why marketers may want to move away from banner ads. However, click-through rate isn't the only indicator of success, and abandoning banner ads based on these statistics could be a big mistake.

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Topics: Premium Display and Banner Ads

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