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With 2024 fast approaching and 2023 slowly fading in the rearview, we’re taking a look back at some of our favorite blog posts from the year that was. Read on to get a taste of our advertising and marketing industry coverage from 2023—and check out the Basis blog for all the rest (including our most-read posts of the year).
Who doesn’t love love? On Valentine’s Day, we decided to give our readers a little gift: Three tips to help digital advertisers show their customers how much they care. Check it out to peruse a few strategies that will have your customers crushing on you like it’s night one of The Bachelor.
Basis Technologies:
Hey, ChatGPT? Why should people read this blog post about how AI is set to transform SEM?
ChatGPT:
“Advertisers should read this blog post because it provides a comprehensive overview of how analytical, action-oriented, and generative AI are already shaping search engine marketing. The post delves into real-world applications, from enhancing ad targeting to automating campaign tasks. By understanding current AI use cases, advertisers gain insights into future developments and can proactively prepare for the evolving landscape. Practical tips, such as staying informed on AI developments, fostering a data-driven culture, and anticipating chatbot-driven search engines, offer a roadmap for marketers to navigate and capitalize on the transformative impact of AI in SEM.”
While Swifties are enjoying their hero’s recent anointment as Time’s Person of the Year, digital advertisers are busy grappling with signal loss. And though many marketers undoubtedly wish they could just shake it off, the need for new, privacy-friendly advertising solutions isn’t going anywhere.
If, like TSwift, you know this challenge all too well, then this post is for you. It dives into all the ways automation can help advertisers overcome the identity crisis—as told through a collection of Taylor Swift lyrics, song titles, and gifs.
It can produce music, create digital art, and even compose text in the style of famous writers. But since its public debut back in late 2022, generative AI has been (understandably) met with skepticism from both within and outside of the digital advertising world.
However, with 86.6% of marketing and advertising professionals believing AI will radically transform the industry in the next three to five years, the one thing we can’t afford to do with generative AI is ignore it.
This post digs into everything an AI skeptic should know about the emerging tech’s impact on advertising: What the risks are, how to address them, and how advertisers can embrace (or at least dip their toes into) its possibilities.
Remember when Elon Musk and Mark Zuckerberg were going to fight each other in a cage match? Yeah, 2023 was weird…
Anyway, the feud got us thinking about what social media marketers are currently in the ring with—namely, a dizzying and ceaseless swarm of brand safety threats, including hate speech, misinformation, and disinformation. This post explores the ongoing cage match between advertisers and social media’s brand safety risks, as well as the tips and tricks marketers will need to emerge victorious.
Just like brewing an award-winning beer, crafting a standout digital marketing campaign takes quality ingredients, tons of creativity, and a test-and-learn approach. Inspired by Munich’s 200-year-old annual celebration of beer, this post lifts the lid on how advertisers can stand out from the pack with gold-medal digital advertising campaigns.
Prost!
Oh, agencies. What hasn’t the world thrown at you lately? After a three-year stretch with seemingly non-stop changes—from a pandemic, to the Great Resignation, to new regulations, new technology and signal loss, to name just a few—running an agency can feel like a never-ending game of Whac-A-Mole.
How can agency leaders approach these rapid-fire changes thoughtfully and strategically? To find out, we spoke with five industry veterans to gather their insights into what agencies need to know about this moment and identify how they can situate their organizations to not only adapt as the industry transforms, but to lead the way towards positive change.
For much of its history, the digital advertising world has been something of an iceberg: its surface shiny and bright, lighting up internet users’ screens and powering both organizational growth and the digital economy, while the adtech that supports it all ran largely out of the public’s sight. However, in recent years, new demands for data privacy, coupled with a new batch of lawsuits targeting many of the digital ad world’s biggest players, has pulled digital advertising into the spotlight.
But with change comes opportunity, and this piece explores how the new focus on our industry could be a catalyst for advertisers to take a step back and ensure their practices are aligned with consumers’ expectations and support marketing goals—and how it could potentially even usher in a new era of innovation.
2024 is shaping up to be one of the most hotly contested US election cycles in recent memory—and the most expensive in history. Led by a presidential race at the top of the ticket, the combination of high-profile races, major cultural and economic questions, motivated cause-based outside groups, and emotionally invested voters is likely to fuel high turnout and even higher ad budgets.
With so many political (and non-political) advertisers looking to grab their share of voice and motivate their audiences to action, having the latest and greatest tips, tactics, insights, and strategies will be essential to ensuring a successful campaign. This post is the perfect place to start (and is worth bookmarking, as we’ll be updating it regularly in the months leading up to Election Day on November 5.)
The emergence and growth of made-for-advertising websites (aka MFAs) was one of 2023’s biggest digital advertising controversies. One study earlier this year even found that advertisers were spending an average of 15% of their programmatic ad budgets on MFAs. But do these sites help advertisers reach their business goals and hit campaign KPIs, or are they simply generating revenue for the people who build and manage them and wasting valuable ad dollars in the process?
To help advertisers sift through all the MFA messiness, we spoke with an expert to break down how MFAs work and gain insights on how to avoid low-quality inventory before a campaign starts.
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Want to check out more digital advertising content to keep you at the top of your game, but don’t know where to start? Discover the perfect read for you with this fun (and helpful!) quiz.