earned media vs paid media

Why You Should Invest In RTB Advertising As Part Of Your Paid Advertising Campaign

In this day and age, there are countless ways that you can run ads. Even if you don’t take into account traditional advertising (such as running newspaper ads or magazine ads), there seem to be new online advertising opportunities popping up every day. For example, in addition to running banner and popup ads on certain websites, you can also target your audience more effectively using Google AdWords, Facebook Ads, or Twitter Ads. While you may have already invested in these types of advertising campaigns, there’s one other advertising opportunity that you should look in to — RTB advertising.

What Is RTB Advertising?

RTB (Real Time Bidding) advertising refers to a process in which online impressions are bought and sold during real-time auctions within the few seconds that it takes to load a webpage. These auctions are ran by supply-side platforms or ad exchanges. The way it works is relatively straight forward. During the few seconds that an ad impression loads, information about the webpage that’s loading and the person viewing the page is sent to the ad exchange. The ad exchange then auctions the impression off to whoever is willing to pay the most for it. The winning bid will get their ad onto the webpage almost instantly. This entire process takes milliseconds to execute.

Advertisers make a number of decisions prior to bidding based on what websites they will appear on and the previous history and behavior of the user viewing the page. Such decisions include what ad impressions they want to purchase and how much to bid on them. The cost of each impression will be determined in real time based on what bidders are willing to pay.

How To Transition From Traditional Advertising to Inbound Marketing

How Is RTB Advertising Different Than Programmatic Advertising?

Programmatic advertising is a process in which the buying and selling of online ads is automated. As such, it’s not difficult to see why you might think that RTB advertising is the same thing; however, it’s not. While RTB advertising is a type of programmatic advertising, not all programmatic advertising involves real-time bidding. For example, some programmatic ad platforms allow publishers to sell their inventory of ad space for a fixed price ahead of time instead of auctioning it off in real time.RTB advertising

Why Should You Invest In RTB Advertising?

  • You don’t have to work directly with publishers. There is no more wasting time negotiating ad prices with individual publishers. You can simply use ad exchanges to access a massive inventory of impressions across a huge number of sites.
  • RTB advertising is more cost-effective. Because you have access to a big inventory of impressions, you can choose what impressions are most valuable to you. This helps reduce the number of impressions that go to waste on the wrong users.
  • Reach niche audiences. Because of RTB advertising’s use of cookie matching to obtain user information, you can more effectively target niche audiences with your RTB ads.
  • RTB advertising fits any ad campaign and budget. RTB advertising can be an effective strategy no matter what size your ad campaign is or how big of a budget you have.
  • Obtain valuable data. Over the course of an RTB advertising campaign, you can collect valuable data on your marketing campaigns. This data can help you to determine what types of ads drive the most engagement, what websites perform better, and more.

RTB advertising is not only a cost-effective way to run an online advertising campaign, but it’s also incredibly effective when it comes to advertising to your target audience. As such, it’s well worth looking into RTB advertising if you haven’t done so already.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers
what is an ad exchange

What is an Ad Exchange and How Does it Work?

Before ad exchanges began popping up, the only way for marketers to purchase ad space online was directly through publishers. This process was not very cost-effective. It was also time-consuming. As new ways to purchase advertising space online have popped up, including programmatic ads and RTB (real-time bidding) ads, so have ad exchanges. Ad exchanges have made it much easier to buy ad space that’s both more effective and more efficient. But what is an ad exchange, exactly?

What is an Ad Exchange?

An ad exchange is an online marketplace for ad space that functions as an auction. Publishers (such as website owners) make their digital advertising space available. Then, advertising agencies and marketers then purchase this ad space through the ad exchange. It’s worth noting that ad exchanges are autonomous, meaning that they aren’t on the side of either the buyers or the sellers.

While ad exchanges are simple for publishers and advertisers to use, the way they actually function can be a bit complex. When a publisher lists ad space on an ad exchange, they provide details that include the page location, audience, topics, and URL. When somebody visits the publisher’s website or mobile app, data about that user is collected. That user data is transferred to the ad exchange. The ad exchange then sends a bid request to DSPs and ad networks. Each DSP inspects the bid request and the parameters of the advertiser to decide of the impression will be relevant to the advertiser. If it is, the maximum bid amount will be sent back to the ad exchange along with the location of the advertising copy to be placed in the ad space.

The ad exchange will review all the bids, eliminating bids from advertisers that don’t meet the publisher’s requirements. The impression will then go to the highest bidder. Their copy will then be displayed on the publisher’s website in front of the user that’s visiting the website. As complicated as this process may appear to be, it takes milliseconds for it to occur.

What Are Marketing Qualified Leads And Why Do They Matter?

The Benefits of Using an Ad Exchange

The use of an ad exchange provides benefits to both publishers and advertisers. The following are a few of the advantages publishers have when using an ad exchange:

  • Establish the minimum CPMs (cost per mile, which refers to the cost per thousand impressions) for their inventory units.
  • Filter and block ads that have sensitive content or that are ads for competitors.
  • Choose the ad format and style, thereby defining what types of ads can appear on their webpage. what is an ad exchange
  • Choose where the ads will be displayed on their webpages.
  • Customize combinations of fonts, colors, and corner style. They can then apply these combinations to multiple display ads at a time.

Ad exchanges don’t just benefit the publishers. They also benefit advertisers who are buying ad space in the following ways:

  • Choose targeting options, behavioral profiling, price settings, and bidding capabilities.
  • Blacklist certain audiences.
  • Blacklist certain publishers.
  • Place limits on the number of times the same ad appears to the same user.
  • Retarget across multiple ad exchanges.

Ad exchanges are incredibly effective because they provide advertisers with a lot of control over where their ads will be seen, who will see them, and how much they are paying for those impressions. They also help you save a significant amount of time finding ad space in general. As such, ad exchanges are well worth looking into.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES

 

video marketing

What We Can Learn from Viral Video Marketing & Examples of How It’s been Successful

When it comes to creating content, going viral is the ultimate goal. Unfortunately, there’s no blueprint for viral video marketing. You could spend tens of thousands of dollars on a 30-second video jam-packed with visual effects, hilarious dialogue, and well-known actors, and it still might not go viral; yet, some random person might upload a ten-second video of their cat and somehow it gets seen by a billion people within a day.

Although there’s no perfect formula for viral video marketing, there are certain things that you learn from successful viral videos from the past. Copying these videos won’t help make you go viral, but learning what made them successful can help you improve your video marketing in general. The following are a few things worth learning from some of the most successful viral videos in the past:

1. Know Who Your Audience Is

One of the most popular ads in recent years is the Dollar Shave Club video in which the owner introduces the viewer to the concept of the Dollar Shave Club by walking through his factory. The video is filled with humor and is extremely direct, even going so far as to use swear words in the dialogue (even the title of the video has a censored swear word in it). They know exactly who their audience is or else they wouldn’t have been so bold. It might turn some people off — but those aren’t the people they were trying to reach.

2. Invest In The Production

It is possible to make video content on a small budget these days, especially when considering how affordable video equipment has gotten. But that doesn’t mean you shouldn’t put money into the production of your content. High-quality production does not go unnoticed. Just look at the Old Spice Man video. On the surface, it’s relatively simple — a man talks to the audience in a humorous tone to sell Old Spice deodorant. However, the backgrounds are constantly changing all within one shot. He starts in a bathroom, transitions onto a boat, and ends up on a horse at the end. It’s the high-quality production of the video that sells it.

The Power of First-Person Experience Videos

3. Get Their Attention

If your video isn’t interesting off the bat, the viewer isn’t going to stick around to watch the rest of it. This means that you need to grab their attention within the first 10 to 15 seconds of your video. The Poo-Pourri video is a good example of this. For most, the idea of a Poo-Pourri ad sounds kind of boring, yet it starts off with a hilarious line of dialogue that captures your attention right away. It then transitions into a music video, at which point the viewer has likely committed to watching the video all the way through.

4. Evoke Emotions

You want your video content to stick with someone after they’ve seen it. To make sure it’s not instantly forgettable, you need to evoke emotions from your audience. This can be in the form of humor or even in the form of empathy. Take Budweiser’s ad Someone Waits For You At Home. Within one minute, it establishes a loving relationship with a dog and its owner that everyone can relate to. At the end, the dog is waiting for its owner, who may or may not return — a message against drinking and driving. It’s a heart-tugging cliffhanger that leaves an emotional impact on the viewer.

These are a few things that some of the most successful viral video marketing examples of the past have in common. While using these tips won’t ensure that your videos go viral, they will help to greatly improve their quality as well as their effectiveness. At the very least, they’ll put your video content in a much better position to go viral.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES
innovative marketing ideas

5 Innovative Marketing Ideas To Use In 2019

When it comes to inbound marketing, it can be somewhat easy to fall into a pattern. If you feel like your marketing efforts are just more of the same, then it might be time to take a fresh approach. You want to stand out from your competition, after all. The following are five innovative marketing ideas that you should consider implementing into your inbound marketing strategy in 2019:

1. Create Eye-Catching Lists

Lists are popular because of how easy they are to read. Audiences can just scan lists and still get the general gist of the content. They’re particularly effective at keeping the attention of readers. Just make sure you format your lists into sections and use visuals for each item on the list for an even bigger impact.

2. Reference Current Pop Culture

Don’t make the mistake of thinking that referencing pop culture is tacky or that it will date your content. As long as the pop culture you’re referencing is relevant to your target audience, it can actually help to engage your audience on a deeper level. For example, you could use the meme of a popular TV show that you know your target audience is familiar with to add a bit of flair to a blog post. Just make sure you keep your buyer persona in mind when you do this.

Local SEO Marketing In 2019: 5 Easy Tips To Dominate Local Search

3. Use More Images

Written content can become stale simply because it’s not visual. Make it a point to use images to break up the text of written content. The longer the text is, the more images you should use. Images help give the eye a break, make the content more interesting to consume overall, and give readers an idea of what the content is about by simply glancing at the images. Even if you’re crafting a white paper or an eBook, using images to break up your text will go a long way towards making it easier to read.innovative marketing ideas

4. Leverage Older Studies For New Content

There is a massive amount of old studies available online no matter what industry you’re in. Many of these studies are not outdated even though they may be older. Look for older studies

that have relevant information and leverage that information for new content. Not only can you use the data to back up new content, but you could even highlight the data on its own in the form of new infographics or other types of visual content (just be sure to cite your sources).

5. Create Time-Lapse Videos

Video content is the most effective content there is because of how easily consumable it is. People love watching video content and do so on their phones on a daily basis (as long as that video content is on the shorter side). Time-lapse videos are extremely effective because they’re basically videos that are displayed in fast motion, making them even easier for viewers to consume. Time-lapse videos tend to be on the shorter side, which is perfect for present-day audiences, which have shorter attention spans (which is why social platforms like Snapchat are so popular). There are lots of ways that you can create time-lapse videos as well, from showing how products are made to the showing the effects of a product over time (for example, showing a stain remover product removing a stain from a carpet).

You should always be on the lookout for innovative marketing ideas to keep things fresh and to keep your audience interested and engaged. These are five innovative marketing ideas that can help to inject some life into a marketing campaign that might be growing a little bit stale.

email marketing program
targeted advertising

Does Targeted Advertising Work?

Back before the Internet, it was difficult to escape ads. If you were watching TV, then you had no choice but to watch the commercials. However, because users have more control over what they view online, advertisements are easy to ignore. As a result, marketers are using targeted advertising to expose their ads to users who are more likely to show interest in their products or services. This reduces the chances that someone will ignore the ads.

How Does Targeted Advertising Work?

In order to target an audience that might be interested in a product or service being advertised, advertisers will use data collected on the user. This data can include demographic information as well as behavioral data. For example, if a person views a certain product on a website, their browser will submit this piece of data to third-party advertising networks. That information will be stored in a browser cookie, which is a snippet of code that shows sites that the person has viewed. When the person visits a different website that has the same advertising network, ads for the product the person viewed on the first site may show up. For example, if a person was checking out a new sofa on a furniture website and then visits a social media platform, like Facebook, they might find an ad for the sofa they were just looking at show up on their feed. This is a result of targeted advertising.

Like this article? Here’s another: 5 Tips To Improve Your Advertising Approach

Types of Targeted Advertising

There are several types of targeted advertising. The following are a few common examples:

  • Social media advertising – Many social media platforms will place advertisements in your feed or on the side of your pages. They have access to a lot of demographic information about its users that can help target different people.
  • Behavioral advertising – Many sites will use past purchasing decisions to advertise to their visitors. For example, Amazon often recommends different products based on the purchasing behaviors of its customers.
  • Search engine advertising – Search engine ads, such as Google AdWords, target users based on their search engine queries to match the keywords they use with those used by their ads.

How To Use Targeted Advertising Effectively

While targeted advertising can be incredibly effective in helping you find an audience that has a need for the products or services you’re advertising, it does have one drawback: some people may be put off by the ad if it looks like you’re using personal information about them in order to target your ad. This can come off as an invasion of privacy, after all. Keeping that in mind, the following are a few tips on how to use targeted advertising:

  • Be transparent – Make sure that you let visitors know that you’re collecting data and how you are using that data. The more transparent you are, the less your audience will feel like you’re spying on them.
  • Create control – Although you’ll want to use the visitor data on your site to target your ads, you should provide users with a sense of control by implementing security features, such as SSL certificates, firewalls, DoS, and more. This lowers the chances of someone stealing user information and it helps protect visitors.
  • Don’t use sensitive information – You don’t need to use every bit of information you collect to target your ads. For example, you should avoid using information such as health conditions, race, relationship statuses, and sexual orientation to target ads.
  • Targeted advertising can be an incredibly effective way to market your products and services. This is because it helps you identify audiences that will find your ads relevant. This makes your marketing campaign much more cost-effective as a result.

Learn The StoryBranding Process

Marketing Trends

What’s Trending in Marketing for August 2019

Staying current on recent marketing trends is an excellent way to reflect and verify whether your marketing efforts are harmonious with what’s going on in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day. The following articles come from popular marketing blogs. They highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

Amazon is Turning Advertising into its Next Huge Business – Here’s How

Due to the amount of consumer data that Amazon can use, Amazon became the 3rd largest digital ad platform in the US. The sponsored product ads on Amazon work similar as ads on Google. Advertisers only pay when their ad is clicked and a maximum budget is set.  An advantage of Amazon Sponsored products is that they don’t look like ads to the untrained eye. Marketers are able to not advertise to those that just bought a product that won’t be bought again soon. You can read more about this story on CNBC.

Why HubSpot is Introducing a Free Email Marketing Service

HubSpot will allow users of the free version to send up to 2,000 emails each month. Additionally, HubSpot will allow users to manage up to $1,000 in ad spending on Facebook, Google, and LinkedIn each month. This will save marketers time as they won’t have to login to several different websites or sync data between systems as frequently. Learn more about this HubSpot update at Fast Company.

Advertising Tips: An Ad’s Environment Is as Important as What It’s Selling

A new study suggests that the content an ad is associated with can influence how a brand is perceived by a potential audience. Researchers found that people enjoy ads more when they are next to high-quality content and disliked them when the content wasn’t acceptable.

Business News Daily writes, “Using participants’ brain pattern data, researchers found that ads seen on high-quality websites were perceived as 74% more likable than the same ads on lower-quality sites.” Ads on these high-quality sites are more memorable and have more engagement.

Improving Your Marketing Program

Micro Moments: A New Consumer Behavior in Marketing

Successful businesses understand that consumer behavior in marketing does not stay the same. Consumer behavior changes based on a variety of factors, including new tools and ways of using those tools. The smartphone drastically changed consumer behavior in marketing. This happened somewhat recently, yet people already spend roughly 3.5 hours a day on their phones. The way that a person interacts with their phone is much different than how they interact with TV, magazine ads, or their computer. As a result, marketers must expand the ways in which they engage with consumers in order to continue capturing their attention.

For example, smartphone usage has resulted in a new consumer behavior in marketing termed “micro-moments.” If you want to capture the attention of your mobile audience, you must find a way to take advantage of these micro-moments.

What are the Real Customer Benefits of AI?

Artificial Intelligence (AI) is becoming more prevalent in the technology of today, from virtual assistants, such as Alexa and Siri, to Google’s self-driving cars. AI also sorts through massive amounts of data for businesses of all sizes. This technology can also eliminate repetitive tasks. Thought the benefits of using AI are apparent for business, it may not be as obvious as to how the customer benefits. The following are a few ways that the use of AI can help your customers.

Considering the Pros and Cons of Using Artificial Intelligence in Marketing

The uses of AI range from manufacturing incredibly complex microchips, to driving unmanned vehicles. However, it’s also used in a more behind-the-scenes capacity. For example, businesses use AI tools to help collect and analyze customer data as well as to engage with customers and prospects on their website and social media channels. It’s important to understand that there are artificial intelligence pros and cons. The following are a few of the artificial intelligence pros and cons that you should keep in mind.

Recent Marketing Reports, Updates, and Trends

Global Marketing Automation Software Market 2019-2027: Lead Nurturing & Lead Scoring is the Fastest Growing Application

A new report states that “the global marketing automation software market is expected to progress with a 9.16% CAGR over the forecast period of 2019-2027. Some of the factors responsible for driving the market growth are the rising interest from the retail industry, the expanding need for coordinating advertising endeavors and the growing interest in digital marketing.” The Asia-Pacific region is expected to become the fastest-growing region over the forecast period. Learn more about this report on Yahoo Finance

Marketers Up Traditional Media Budgets Amid Increased Competition

As overall marketing budget growth stalls, marketers are increasing their budgets for “main media buying”. Companies are looking to build brand recognition and expand customer bases despite economic uncertainty. TV, radio, and outdoor advertisements saw growth since brands used big marketing campaigns to expand their customer bases. You can learn more about this report on Marketing Week.

YouTube, Netflix Surge in Ranking of Most Valuable Media Brands

Right behind Disney, Youtube and Netflix surge to the 2nd and 3rd most valuable media brands. ESPN keeps Disney in the number 1 spot. Netflix and YouTube expanded their audiences and saw revenue growth while a massive shift in viewing habits occurred. In response to competition, Netflix has invested heavily in original programming. Some industry experts have speculated that Netflix can not continue financially without the support of advertisements. More information on this story can be found at Marketing Dive.

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