Be In The Know Blog

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

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

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

Ask the Experts: Targeting the Right Audience

Posted by Alyson Phillips on May 17, 2016 at 11:23 AM

We're back with another episode of "Ask the Experts." Today we sat down to discuss using digital marketing to target the right audience at the right time and place, with scale and efficiency. We also make sense of terms like 'programmatic', 'real time bidding', and more, describing what they are and what they mean for businesses like yours.  

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Topics: Reach Extension and Targeting, Ask the Experts

What Is Ad Blocking, and How Can You Get in Front of This Issue?

Posted by Zuri Stanback on May 5, 2016 at 1:23 PM

What is ad blocking? From the perspective of consumers, the prospect is win-win. Not only can they bypass content they didn't elect to see, but they can save on data costs by not loading it. However, for marketers, this can seem like a zero-sum game. It's easy to get frustrated by this behavior, but taking a hard look at where ad blocking is happening (and where it is going) can help you get in front of this growing trend.

What Is Ad Blocking?

Most marketers know that ad blocking is add-on software that users seek out and download with the intent of stopping display ads from loading on a requested page. While the concept is pretty straightforward, the "add-on" part of the equation is somewhat mystifying. Many consumers simply don't bother to seek out browser extensions, making it less of a pressing issue than some marketers might fear. In fact, data reported by Fortune shows that only 6 percent of Internet users around the world are actively blocking ads. Although that figure is low, the same report shows that ad blocking is on the rise, particularly among millennials.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting, Social Media Marketing, Native Advertising

3 Integrated Event Marketing Best Practices

Posted by Zuri Stanback on April 28, 2016 at 11:23 AM

The trick to hosting a successful event isn't just putting on a show that people will enjoy. More often than not, it's a matter of making sure interested fans know about the event in the first place. With so much digital content competing for the attention of customers, it's easy for a promising event to get lost in the fray.

Thanks to location-based targeting strategies, digital channels have become a valuable way to address this issue and dispense event marketing materials. Brands can seek out smart partnerships and relevant advertising destinations to reach their target audience and build interest for their event weeks — or months — in advance.

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

Using Audience Targeting to Reach Supermom

Posted by Ashley Williams on February 24, 2016 at 1:48 PM

Being a mom in the 21st century is a tough business. Stay-at-home moms, working moms and even work-at-home moms are facing increasing demands and pressures on their schedules. As marketers, it can be tough to reach a demographic that is seemingly always on the go and checking things off her to-do list with rapid-fire efficiency. While supermoms often power through the day with laser-focus, marketers can use audience targeting in a way that feels familiar, meaningful, and doesn't interfere with busy schedules. Ignoring the group just isn't an option. Moms are often the key financial decision makers in the household, according to a report by ClickZ

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing

The Download on Tampa Digital Marketing Trends

Posted by Claire Hobby on February 12, 2016 at 10:36 AM

In Tampa, digital marketing trends are creating new opportunities for small and midsize businesses. Thanks to advances in GPS technology, users can find and interact with brick-and-mortar businesses like never before. This can lead to increased profits for business owners who are ready to experiment. However, if you don't have a background in new technology, it can be difficult to know where to start. Here are some tips for Tampa Bay Area businesses.

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing, Local Listings Management

Measuring Ad Engagement in a Complex New Marketing World

Posted by Zuri Stanback on January 26, 2016 at 11:04 AM

Earlier this year, Ad Age proclaimed, "ROI Is Dead." It's certainly true that the digital age has given rise to many more tools measuring ad engagement and tracking consumer behavior, so it makes sense to create new metrics. But where to start? The sheer number of variables — Are your customers using mobile or desktop? Are they on Twitter or Instagram or Facebook? — makes for a daunting list of factors to consider. It's tough to know what really constitutes ad engagement in this complex new marketing world.

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Topics: Digital Marketing Strategy, Reach Extension and Targeting, Video Advertising

Programmatic Advertising 101: A Beginner's Guide to the Benefits

Posted by Monique Watford on October 26, 2015 at 9:52 AM

The processes involved in banner and display ad purchases can be inefficient as well as time-consuming. Performing certain tasks associated with digital marketing, such as dealing with ad tags, takes time and can keep you from other more important responsibilities.

Programmatic advertising is, in the most basic sense, a way for you to automate those simple but tedious tasks. Diverting them to an automated system frees up your time so you can direct your energy elsewhere. This technology is gaining traction quickly among digital marketers because it is extremely effective, efficient and improves daily work flow.

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

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