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When I moved into my house, the kitchen’s crowning glory was the chef’s stove. This is not the kind of appliance you use to just boil eggs or cook a frozen pizza—it has more burners and settings than I know what to do with! I tried to step up my cooking game, but it just wasn’t the same as having a chef at a restaurant serve up my favorite dish.
I believe that social media has the same underrealized potential for marketers as the chef’s stove had for me when I moved into my new house. Here’s why:
We’ve all read about the impact social media can have on a campaign. Most marketers have translated those basic insights into a cadence of paid and organic content that is published in the hopes of achieving campaign success. But even after you’ve incorporated Facebook into your strategies, it can be hard to determine if it’s being used to its fullest capacity.
Enter the Managed Services team at Centro. They know their way around Facebook like a chef knows their way around a chef’s stove.
Centro’s team is a Facebook Preferred Partner, a level reached by performance thresholds set by Facebook itself. Partnering with Centro’s Managed Services team means you have full access to their expertise in terms of optimizing for KPIs, ensuring a perfect balance of media mix, and understanding your customer journey.
Their secret sauce? Our team utilizes Facebook’s Measurement Solution Tools and applies best practices to use them in service of your campaign goals. These tools include the following:
These tools are people-based and cross-channel. That means that the data provided spans individual customers across all digital marketing efforts—not just within the walled gardens of social media. The resulting information can be used to personalize for customers throughout your digital media campaigns to help move them down the funnel.
Our team has the tools and expertise to produce results comparable to a 5 star meal. Why waste any more time using your chef’s stove to make frozen pizzas? Learn more about Centro’s Managed Service Solutions!
Search and SEM are so synonymous with Google that it even permeates the language we use. Instead of searching for something, we 'Google' it, and SEM practitioners often reference making changes in 'AdWords' despite Google's rebranding. But although Google is the undisputed king, Bing's market share and reach continue to grow. According to data provided by Microsoft in September 2018, in the United States alone, Bing and Yahoo combined accounted for 5.5 billion searches from 137 million unique users and represented a 34.7% market share for desktop searches. With the transition of all Yahoo traffic to Bing in March 2019, adopting a Bing-specific strategy is more key than ever to a successful PPC program.
Most people's first instinct when launching on Bing would be to copy over their entire Google program and continue with strategies they had already seen success with on Google. While this is a good starting point, not refining your strategy to be Bing-specific and leverage additional functionality available on the Bing platform can lead to lost opportunities and efficiency. Continue reading for some specific areas to consider when defining your Bing strategy and program setup.
The difference most often cited between Google and Bing PPC programs is cost. With fewer searches and fewer advertisers than Google, Bing is definitely the less competitive of the two search engines. As a result, CPC is likely to be lower, although to what degree will vary from program to program. To account for this difference and avoid needless overspend, follow these steps when copying new campaigns from Google to Bing:
1. Set starting bids at ~20% of the current Google Max CPC. From there, refine up/down based on performance. This is where machine learning simplifies things as the algorithm can more quickly calibrate optimal bids based on performance and the bidding landscape.
2. Start with a low budget and scale-up. Pay attention if any of your campaigns are limited by budget or are losing impression share due to budget so you can adjust accordingly. Also, consider how costs are generally lower when defining your overall budget for Bing. For most businesses, the budget for a successful Bing program will be roughly 20-35% of their Google Ads budget.
3. Keep an eye on how conversion rates and your optimization metric (e.g. CPA, ROAS, Margin, etc.) differ for Bing versus Google. While conversions are also often cheaper in general on Bing, the difference in user profiles between Google and Bing, which we will cover next, may lead to some surprising insights.
In addition to a less competitive playing field, Bing also differs from Google in terms of user demographics. According to a March 2018 report published by comScore, Bing audiences tend to skew older than Google, with 38% of users aged between 35 and 54. They also tend to be better educated and more affluent, with 55% possessing at least a Bachelor's degree and 33% with a household income of $100,000. Google users, on the other hand, tend to be younger and education and income vary more widely.
Due to this demographic difference, you will often see different behavior on Bing versus Google. For example, as touched on above, cost per conversion tends to be lower on Bing for most advertisers. Although there are likely many factors at play, the fact that many Bing users are higher income may mean they are less likely to be bargain hunting and have a clearer purchase intent. Regardless of the cause, if you do find your Bing program benefiting from lower-cost conversions, bake this benefit into your strategy. Consider upping your target CPA for Google to reap more conversions on that platform while still hitting your overall CPA goal. It may also be worth re-evaluating your Bing budget to allocate more spend to that platform if you are not yet at the point of diminishing returns.
In addition, depending on the variety of products you sell and their target audience, you may find that some campaigns that perform very well on Google don't do as well on Bing and vice versa. Take advantage of any learnings like this and allocate spend accordingly. Increase budgets for higher-performing campaigns and, if the delta versus Google is that great, consider pausing them on Google entirely and allocating that spend to Bing instead. In short, take advantage of any performance differences to benefit your program as a whole.
As opposed to Google, Bing also offers more granular targeting options that you should consider leveraging to further drive efficiency for your program. The first area to consider is ad scheduling. Bing actually allows you to set different timezones per campaign (as opposed to the account as a whole), and apply ad schedules to your campaigns accordingly. Particularly if you run campaigns in multiple countries, the ability to localize ad schedules should lead to increased performance without the need to create multiple Bing accounts.
In addition, Bing also offers much more control over search partner targeting. As opposed to Google where you can only choose between targeting search only or search and search partners, Bing enables you to create search partner-specific campaigns and even exclude particular search partners. So, for example, if you are generally seeing good performance via Bing Search partners but aol.com specifically has a much higher CPA, you can simply exclude it from the list, ensuring search partners only benefit and do not hinder your program's performance.
Lastly, Bing enables you to specify whether or not you wish to target close variants, such as plurals and misspellings. Google, however, recently enabled close variants for all exact match keywords without the ability to opt-out, essentially turning them into phrase match keywords. Particularly if you are seeing search queries for close variants that are driving up spend without resulting in conversions, include this setting in your Bing setup.
Bing also offers several extension options not included in Google Ads that may help to increase click-through and conversion rates. Released in April 2019, action extensions consist of 70 pre-defined calls to action that can be applied at the account, campaign, or ad group level. For example, if you run a travel booking site, you can add a 'reserve' extension that includes a calendar icon and, upon clicking, takes the user directly to the reservation page. Or, for a quote comparison site for insurance, home repair services, etc., you could include a 'Get Quote' button that leads directly to your lead capture form. According to Microsoft's official blog, beta customers who tested various action extensions saw, on average, a 20% increase in CTRs. Consider what type of actions make the most sense for your products or services and incorporate them into your Bing strategy.
In short, Bing's differentiators versus Google both in terms of typical performance and demographics and unique features provide an opportunity to drive efficiency. While copying over what has been successful in Google is a great way to quickly get Bing up and running, refine your strategy as data begins to roll in. Look for areas where Bing's typically lower costs and different demographics benefit your program and adjust your budget allocation and goals accordingly. In addition, take advantage of Bing's more granular settings and value-added features to better optimize your program. By tailoring your setup to Bing's performance and features, you can make your overall SEM program more successful.
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To learn more about how you can drive improved performance on Bing, connect with our digital media experts today.
Thought leaders, assemble! We recently hosted a roundtable discussion with the Centro Industry Advisory Group (CIAG). The CIAG is aimed at gathering valuable input from thought leaders to help shape the future of advertising technology and services.
Digital creative is up against a lot of hurdles. It can be difficult to stand out while creating a positive experience between audience and brand. On top of that, digital creative is often an afterthought. Many brands repurpose TV spots and print assets for digital vehicles that are capable of so much more.
In our latest Centro Industry Advisory Group (CIAG), we discussed how advertisers can think about digital (both media and creative) first. Planning ahead is key, but you have options even if you’re short on time. Here are our top three digital creative tips you can use no matter what your timeline looks like:
Get approval to send a social strategist or digital planner to the production day. Your talent is there, so take this opportunity to capture tons of extra content! It won’t all be gold, but the team can sift through it to find the moments worth repurposing when time isn’t such an issue.
Make sure the person you send is very comfortable with social media as well as the brand’s voice and standards. Instruct them to take vertical video as well as horizontal video. Mix up the aspect ratios. Take videos, take photos, take Boomerangs, apply filters. Just capture content.
If you’re confident in the abilities of that person, give them permission to go live on various platforms or post to your stories in real time. When you’re back in the office, take some of the content and build mock ups of your raw content in a digital environment. Most platforms have WYSIWYG tools that anyone can use for free.
The simplest example of this is online video. We all like to think of media consumption as the stock photo experience:
We idealize that our audiences look like the picture above: Comfortably sitting on a couch with their phone, sound on, viewing a full-screen video of your ad with no distractions. But when is the last time YOU fit that image?
Mobile video in particular is often consumed with many distractions (i.e. TV, kids, the zombie apocalypse), on various devices, and regularly muted. To have a chance at stopping the scroll, try adding subtitles to mobile video.
TV is typically bought in :15 and :30s, but digital is much more flexible. In the analytics world, just because you can measure 50 metrics doesn’t mean you should measure all 50 metrics. In video creative, just because you have :30, doesn’t mean you should use :30.
Think about users’ attention span. If you can tell your story in :09, tell it in :09. YouTube now has a standard :06 format called the bumper ad. Creative folks may not think this is enough time to tell the story, but there are many world-class brands doing a great job with this format.
These very short-form videos also discourage ads that build to a big reveal at the end. These ads sometimes have low brand recall since attention has moved on and the viewer doesn’t even make it to the reveal.
At the end of the day, digital is a fast-moving and unique medium. It’s full of potential for advertisers who can harness its power. Additionally, digital is one of the only mediums that can provide rapid feedback. We’ve given you three tips here, but we encourage everyone to test, learn, iterate, and improve.
We are currently forming a junior industry advisory group comprised of future media and marketing leaders with 7-10 years of experience. Our advisory groups provide guidance on best practices and where the industry is headed in a conversational, round table format. If you are interested in joining our group, please fill out our quick form!
In SEM, past performance data alone does not tell us everything we need to know about future performance. Even the smartest machine-learning algorithms backed by years of prior data are fundamentally limited. You often need to also know something about real-time present conditions, and these are just as often unpredictable by nature.
For example, you need to know about your current competition. If you bid the same way every day and it results in exactly the same performance, then you will bid the same way tomorrow, too. But what if tomorrow your competition intensifies? Or what if it slackens? Your historical performance data won’t clue you into this. To react to this effect, savvy marketers use “Auction Landscape Data” to divine the prevailing relationship between you and your competitors.
In the roiling industry of Lead Generation, there is another present condition that must always be accounted for: Lead Capacity.
At its core, every Lead Generation business is a conglomeration of contracts with local partners. I’m a small business owner in the service industry and I need to find people who need my service, but I don’t have a robust advertising network to do so efficiently. Multiply that story by a thousand or so and you have yourself a case for a Lead Gen business.
But this is where it turns sensitive. At your scale, you’re set up to supply way more leads than your partners are able to support. How do you make sure you get each partner exactly as many leads as they require in a given time frame - no more and no less - and that you pace those out at peak efficiency? In this sense, Lead Capacity can be thought of as analogous to its retail cousin, inventory. Whereas inventory is products on the shelf, Capacity is leads to-be-delivered across your partner network. Think of Capacity like inventory that must be put on the (figurative) shelf over some agreed-upon span of time. What, then, are the constraints of such a model?
1. The shelves are only so big
You’re picking up leads from your large-scale ad network and carrying them over to your local partner’s shelf. What happens if you pick up a lead and carry it over to the shelf, but the shelf is full? That’s a wasted lead.
2. Leftover shelf space is bad
While you can’t put too many leads on the shelf, you also can’t leave it sparse. You must keep your partners’ happy with well-stocked shelves.
3. How much stuff is already on the shelf matters
It costs you something to pick up each lead. If you’re running out of time before the shelf needs to be full and there’s still a lot of empty space, you’ll grope for even the most overpriced leads. Conversely, if the shelf is almost full and you still have lots of time left, you probably reached on a few overpriced leads too early.
These are the challenges that Lead Capacity Bidding is designed to solve.
The Shelves Are Only So Big
The Level One solution is a cost-saving measure. Let’s call it the “On/Off Switch”. Very simply, when a partner can no longer support any leads (or more accurately, per your contractual agreement, they won’t pay you for any more leads), you cease spending for that partner. The goal is to minimize wasted leads.
In practice, there are some restraints that make this slightly complicated to implement. How do we shut down for one maxed-out partner and not for his lead-starved neighbor? Since SEM is moderated by the publishers, we have to play by their rules. We can’t pre-filter for only those searches with intent to use a particular partner, nor decide after the lead matures whether or not we want to pay for the clicks that caused it. In other words, there is no “On/Off Switch” at the individual per-partner level. And we certainly can’t tell Google “I wasn’t able to monetize this lead, can I have a refund on my clicks?” So, we have to abstract within the edifice of location bid adjustments, under the assumption that more proximal leads are more likely to monetize.
That is, instead of toggling traffic for a particular partner, we have to do so by geo-target using bid adjustments (0% for On, -90% for Off). There are a couple of ways to do this, each with their own intricacies.
1. By Location (Zip Code, City, metropolitan area, etc)
The publishers support traditional location targeting (and bid adjustments) per campaign as granular as the zip code level. If you have several partners within that zip code, then you’ll have to treat their Capacity as a combined total. With this approach, a question to ponder...
What happens when a partner is willing to accept leads from more than one Zip Code/City/metropolitan area? How would that factor into the aggregate ‘total capacity’ of those Zip Codes/Cities/metropolitan areas?
2. By Radius (Location Extensions)
Google offers “Location Extensions”, by which you can target a radius around a coordinate pair (i.e. the exact physical location of a partner). In concept, this more directly allows you to adjust for the capacity of each individual partner, without aggregation. What if, though, you have partners that are close to one another such that their radii overlap? And what if those partners have very different capacities from one another such that their respective radii have very different bid adjustments? And then what if I’m smack dab in the middle of them searching for a plumber? Which bid adjustment will I receive: the 0% for the guy who’s dying to plumb or the -90% for the guy who’s already plumbed plenty?
As long as you can approximate your partner network to a set of geo aggregations, the “On/Off Switch” is a quick, high upside win. Where you were previously spending money on leads that can’t monetize, now you aren’t. Less cost, same return.
Leftover Shelf Space Is Bad
Now that we’ve saved all that money, we have to attend to our partners. We do this, of course, by fulfilling our contractual obligations to them, which most likely takes the form of providing them with all the high-quality leads they ask for. We don’t want to give them excess leads they won’t pay for, but - perhaps of equal or even greater importance - we don’t want to give them too few. The long-term health of our business relies largely on a happy partner network.
Doing this is super easy. Assuming the demand exists in the market, all we have to do is go and get it. And we can ensure we’ve got it by ratcheting up to +900% all bid adjustments to geos with remaining ‘total capacity’. Position 1.0, 100% Impression Share, 0 antsy plumbers.
But alas! For you have budget and efficiency goals.
How Much Stuff Is Already On The Shelf Matters
‘Lead Pacing’ is optimizing for a minimum spend to acquire a certain number of leads per geo (Capacity) over some time frame. Implicit in this definition is the priority that you do still need to get all those leads, no matter the cost. If a geo is slow, pace up. If it’s hot, pace down.
There is a fundamental paradox in this: what might be good for your business long-term may not necessarily be the best thing for it in short-term. Put another way, it’s a competition between happy partners with high lifetime value and peak SEM performance efficiency now. To illustrate this, consider the following example of two cities.
Let’s say your contracts with your partners are to provide ‘Starting Total Capacity’ of leads per ‘Fulfillment Period’. And let’s say our ‘Fulfillment Period’ is the week. Then if we’re 70% through, it’s roughly Thursday. Los Angeles has only received 20% of its Capacity for the week whereas New York already has 80%. Using Capacity as our guide, we would give Los Angeles a high bid adjustment and New York a low one - all in service of our partners getting the number of leads they asked for.
But how much will those marginal leads cost us? Counterintuitively, a lot more in the area where we’re getting more aggressive. If we were instead to apply bid adjustments based on cost per lead, they’d be in reverse: Los Angeles would get the low bid adjustment and New York the high. And because it’s increasingly more expensive to manufacture leads where demand is low, this scenario can be fairly common.
For this reason, it’s imperative that you know where these priorities balance for your business. Are your partner contracts sensitive to leads left on the table or is there some leeway? Is your SEM efficiency largely at odds with your Capacity pacing or is there some harmony? Expected Revenue must be at the forefront of every decision you make. Only then can you appropriately optimize to your particular medley of considerations.
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For those who want to dive deeper, here are some additional questions to grapple with:
1. What happens if a partner is right on the border between Zip Codes/Cities/metropolitan areas? More commonly, what happens if they’re anywhere but the exact center? How would that factor into the expected value of leads originating from adjacent Zip Codes/Cities/metropolitan areas?
2. What is the relationship between ‘Remaining Capacity’ (either as an absolute or a percentage) and Conversion Rates? Based on this, at what points in the ‘Fulfillment Periods’ is it advantageous to bid higher or lower?
Mountain of debt have you feeling blue? Retirement savings not quite where you’d like them to be? Monthly expenses exceeding your monthly earnings?
You’re not alone! Financial worries are one of the main causes of stress. Luckily, there are plenty of ways to minimize financial stress, especially if your employer offers a total compensation package.
If your employer provides total compensation, make sure to explore all of their financial incentives! Otherwise, it’s easy to miss out on your full earning potential. Here are a few examples of financial incentives your company may offer, that you should definitely take advantage of:
401k
If your company provides a 401k match and you’re not participating—you could be leaving part of your compensation on the table! Reach out to a 401k plan administrator for additional information on how to earn the max for retirement.
Pre-Tax Deduction Programs
Does your company allow you to set aside pre-tax dollars to pay for transit, parking, medical, or childcare expenses? If so, don't wait to take advantage! Reach out to your benefits or payroll administrator for more information about these programs.
Student Debt Assistance
Any assistance to pay down these debts faster could save you hundreds of dollars in interest. If your company offers payments against student loans or other incentives to help pay down student debt more quickly—sign up!
Non-Cash Incentives
Whether it’s yoga, meditation, or a sweet office space with a ping pong table, it’s likely these perks are being offered to you in an effort to improve wellbeing. While this may not add dollars to your paycheck, it will pay out in dividends to mental health.
Financial Advice
Check to see if your company offers financial counseling, or has any recommendations for financial advisors. A financial advisor can help better manage your money and achieve short- and long-term financial goals, such as saving for retirement and paying off debt.
The bottom line? Reducing financial stress is possible if you take inventory of all the incentives offered by your employer. Interested in how Centro compensates its employees? Check out our Culture Page for an overview of what's included in our total compensation package.
This infographic provides a walkthrough of how to take your good results and drive towards better PPC performance using Big Data, Machine Learning, and Human Experience. The goal: extract the best possible results by using forward-thinking strategies and technology available today.
In the modern data environment of the internet, customer journeys are more intricate, making a “Conversion” in Google Ads worth less - and your own ability to track revenue so much more meaningful. Your data tells a better story, you just need to capture it, unify it, and process it.
Given technological advances in scalability and infrastructure, the application of machine learning is the no-brainer approach to process all that data. And show you what is really “converting” lower down the funnel.
But machines, automation, and computers can’t do it all alone - not without human involvement! A relationship is necessary. Learn more about the relationship between your data, your automation options, and your role in the process in our new eBook: The Path to Great PPC: Merging Big Data, Machine Learning, and Human Experience.
![Learn how to Optimize PPC with Big Data and Machine Learning [An Infographic]](https://centro.net/wp-content/uploads/2019/08/Path-to-Great-PPC.png)
To download this infographic, click here. Alternatively, if you’d like to request a demo with us and discuss all the ways we could drive improved SEM performance through big data and machine learning for you, get in touch here.
Ever get overwhelmed by all the new trends in the ad tech industry? You’re not alone! As an intern who is new to this space, I still have much to learn. Before coming to Centro, I was unfamiliar with the ad tech industry and its breadth of complexities.
The more I have learned, the more I have realized how exciting this industry truly is—and how it plays a role in my everyday life. From the shows I watch to the podcasts I listen to; the ad tech industry is all around me. While I’m still trying to comprehend all that ad tech encompasses, here are just a few trends that have caught my attention:
Artificial Intelligence
Artificial intelligence (AI) is new and exciting to the world of advertising and creating revolutionary changes within the space. AI can improve efficiency in many capacities, such as expediting menial tasks and increasing speed. With so much assistance from AI, advertisers can focus on other more creative and strategic tasks. This technology is especially effective when it comes to programmatic advertising.
Another emerging form of AI is machine learning—a type of artificial intelligence where computer systems learn from data. In the advertising space, this data can then be used to organize, predict, and plan a variety of ad campaigns. It is also becoming a prominent tool in programmatic advertising. Read our blog, Ask the Expert: What is Machine Learning? to learn more!
Audio ads
Whether I’m commuting or sitting at my desk, I am always listening to a podcast. I am not the only one who is hooked on this growing format—according to eMarketer, there are 204 million digital audio listeners in the U.S.! This is a platform that advertisers cannot ignore.
Audio advertising allows companies to reach their customers when they are unreachable by visual media. Whether they are walking to work, on the treadmill, or just sitting at their desk—advertisers can engage with consumers on a deeper level by seamlessly integrating themselves into a consumer’s favorite podcast or playlist. Are you ready to tune in? Check out our webinar on Audio Ads to learn more!
Connected TV
Nowadays, streaming is the way to watch TV. In fact, I don’t even have cable in my apartment, I only watch television through Connected TV (CTV). This platform is growing rapidly, making it an exciting place for companies to advertise. In 2019, 57% of the general population will use Connected TV at least once a month.
CTV provides opportunities for advertisers to use more traditional forms of advertising across digital networks. It also offers things that traditional television advertising can’t, such as greater tracking opportunities. It’s important for advertisers to take advantage of this platform now, as it is growing rapidly. Read our Connected TV Guide to review best practices and utilize this platform most effectively!
Ultimately, I found the ad tech industry less intimidating and confusing once I saw how it integrates regularly into daily life. As media engagement continues to evolve, so will advertising.
Centro is prepared to meet the needs of the growing ad tech industry. Connect with us to learn more and start your journey today!
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
Brand Transparency 2.0: Moving Beyond the Buzzword [:03]
Brand transparency means owning your intent and building trustworthy connections with audiences. Today’s consumers prefer brands that play it straight, which is why transparency has become a leading currency in modern marketing. Learn from brands who are doing it right in this article.
Forbes: Three Ways Brands Can Leverage AI For Predictive Advertising [:05]
In a world where more experiences are digitized on the daily and data collection is ubiquitous with our every click and tap, consumer expectations for tailored and personalized experiences are rising. Consumers can thank Artificial Intelligence (AI) for enabling much of those enhanced and personalized experiences. Forbes lays out ways that brands and advertisers can lean on leveraging AI to predict consumer behavior, create operational efficiencies and be more creative.
Retail Wire: Location-based marketing is spreading beyond smartphones [:03]
Location data is having an impact that expands well beyond mobile – A 2019 Factual Report details how marketers are increasingly leveraging location data through additional advertising channels: connected speakers, digital out-of-home, advanced TV and automotive.
AdExchanger: The Rise Of The qCPM: Rewarding Quality In Programmatic Buying [:07]
Chasing after the lowest CPM doesn’t guarantee great campaign results or audience receptivity. Accordingly, the industry is seeing the rise of the qCPM, or quality CPM, that only counts impressions that are viewable, with on-target delivery, optimal frequency and in brand-safe environments. AdExchanger walks through some examples of how and why a few agencies and other media buying organizations have chosen to prioritize the adoption of the new metric.
The Washington Post Is Preparing For Post-Cookie Ad Targeting [:04]
The Washington Post has developed a first-party data ad targeting tool that permits contextual targeting & user-intent predictions for marketers. This will result in an experience that is not reliant on third-party cookies but will still drive results despite the state of data privacy today.
Winners & Losers In The Streaming Wars [32:46]
Listen to eMarketing analyst Ross Benes & forecasting analyst Eric Haggstrom talk through the future of the video industry as the different streaming partners raise prices, drop prices and how content is impacting each service.
The Drum: 75% of advertisers to up podcast ad spend in 2019 [:04]
Three-quarters of advertisers plan to increase ad spend in podcasts this year according to a study from global-owned digital audio advertising platform DAX. More details and stats on rising audio consumption trends and associated advertising opportunities are detailed in The Rise of Digital Audio Advertising Report. The study surveyed over 200 media and ad agency leaders to understand perceptions and intentions for audio.
Giving brands a voice [:06]
As AI-powered voice technology becomes smarter and smarter, will voice play a crucial role for brands in the near future? ComScore has predicted that 50% of all searches will be through voice by 2020. Could voice be the next big thing in marketing?
A Wikipedia for Generation Z [:07]
Want to know who the biggest TikTok star is right now, who is in Emma Chamberlain’s squad, or where Baby Ariel grew up? Only one website will give you the answers: Famous Birthdays. Despite its name, the site contains more than just birthdays—it’s more like a constantly updated, highly detailed map of who matters to the teen internet, featuring a mix of biographical information, photos, videos, rankings, and detailed statistics on every social-media star you could think of. And to teenagers, it’s a bible.
Once upon a time, TV was a predictable experience for viewers and advertisers alike. People would simply flip on their TVs, and from there Nielsen could easily tabulate reach on a widely accepted point system. TV was a well-oiled machine with unparalleled reach and a reliable method for buying.
In the past decade, however, the landscape has changed dramatically. A once reliable process for media buying and measurement has been eroded by the rise of non-cable viewing options. Netflix, Hulu, OTT apps, and the ability to stream content on non-TV screens has made TV wildly complicated for ad buyers.
In this webinar, Noor Naseer, Centro’s Senior Director of Media Innovations + Technology, evaluates the many pieces of this ever-changing landscape and prepares buyers for leveraging one of advertising’s most complicated media types.