Each month, Basis Technologies’ Programmatic 101 series tackles a different facet of programmatic advertising—from best practices for buyers, to competitors in the space, to trends you should know.
Advertisers have enjoyed the benefits of programmatic media since 2007, when demand side platforms were first introduced. With the flexibility, transparency, and access to real-time data that programmatic provides, advertisers have the option to either plan a full funnel campaign or focus on specific initiatives such as awareness, site traffic, or direct response. With so many objectives and corresponding key performance indicators (KPIs) to choose from, advertisers must make their selections carefully in order to set performance expectations and drive results.
One of the first aspects of campaign planning is to translate a client’s business goal into a digital objective. For example, a client may want to focus on increasing market share. You have a few options here: You could translate the goal of increasing market share into an awareness objective and focus on reach; you could translate it into a traffic objective and focus on site visitors, or you could translate it into a direct response objective and focus on sales or return on ad spend (ROAS). The best way to cut through the digital objective clutter is to identify the top two or three metrics the executive team wants to look at to determine success, and match those metrics with a corresponding KPI.
Once you have identified the business goal, the digital objective, and the key metrics that you’ll use to evaluate success, the next step is to select the KPI that will help drive performance. Ultimately, you want your campaigns to produce full-funnel results, starting with awareness, moving to traffic or consideration, and finally, eliciting an action (i.e., a conversion). Let’s review these three stages:
Advertisers have two main goals when running campaigns with the objective of awareness:
It’s key to remember that when a client is running an awareness objective, the KPIs are not set up to control for cost. Why? Because the client’s focus is on reach and communication, not efficiency.
Advertisers have two main goals when running campaigns with the objective of traffic or consideration:
Note: CPLPV and CPC are very similar KPIs, but CPLPV requires a pixel placement to ensure a page has fully loaded before counting. CPC, on the other hand, does not require a pixel, and only counts if a user clicks on an ad.
Advertisers have one main goal when running campaigns with the objective of conversion: to drive a consumer to complete an action. That action could be purchasing something online, downloading a visitor guide, requesting more information, or visiting a brick-and-mortar location.
Like a consideration objective, it is imperative that the KPIs you use in a conversion/action campaign control for cost, or at least take cost into consideration, as advertisers want to drive as many actions as possible as efficiently as possible. The recommended KPIs for this objective include:
Advertisers will also sometimes use the number of conversions as a KPI. However, we don’t recommend it—since the focus is on the number of actions rather than driving those actions as efficiently as possible, this strategy can drive up cost.
Need a visual recap of what we just discussed? Check this out:
It’s important to keep in mind that depending on a client’s business goal and budget, a single programmatic campaign may have multiple objectives, targeting tactics, and KPIs. In this case, you’ll need to consider each factor both individually and in context of the larger campaign.
Want to learn more about the stages of the marketing funnel, and discover how a consumer’s decision-making process lines up with each stage? Check out AdTech Academy’s Marketing Funnel Basics Certification!
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 2/10/23– 2/16/23 to stay ahead of the curve:
Amidst upheaval in the tech industry, many social media companies are making cuts to their teams assigned to handle dis- and misinformation. False and misleading information online is still a significant and pervasive threat, and critics are concerned that this move puts companies’ “bottom line[s] above the public good.”
Speaking of social media: things have been turbulent of late in the worlds of Meta, TikTok, Twitter, and beyond. With the social media landscape evolving rapidly, this piece breaks down what advertisers need to know.
Besides that Tubi ad that had us yelling “Who sat on the remote?!” at our friends and family members, this year’s Super Bowl ads were largely underwhelming. Learn more about why most missed the mark and how those that succeeded pulled it off.
Less than 48 hours after its debut, more than one million people had already joined the waitlist to try Microsoft’s new ChatGPT-powered Bing search engine. And that interest could be a big (dollar) sign of what’s to come: Microsoft estimates that gaining just 1% more market share in search could translate to an additional $2 billion in ad revenue.
Analyst Ben Evans’ annual exploration of the tech industry’s macro and strategic trends has arrived, and this year’s is a can’t-miss. Check out the slides to learn about advertising’s role in the convergence of tech, media, and commerce (with a dash of AI for good measure!)
—
Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!
Digital marketing client finds laser-sharp targeting and cost savings when switching to Basis DSP.
THE ASK
THE SOLUTION
THE RESULTS
Basis had much stronger audience segmentation capabilities. Our client found targeting segments to be much easier and was impressed with our extensive PMP deals library.
ABOUT THE COMPANY
This client is a digital marketing agency in the higher education industry. Over the past seven years, they’ve generated more than $2 billion in revenue for over 100 clients. Their primary advertising goals are getting qualified leads, driving conversions, and reaching high-intent audiences that are interested in continued education whether it be college or post-graduate programs.
"Basis to me is the clear WIN. In the first month, we delivered a better CPL on retargeting on Basis. MediaMath has had plenty of time to mature and is on average delivering higher CPL, with Basis retargeting CPL at $89 and MediaMath at $172." - SVP of Media and Development
2022 was a rocky year for social media. Economic headwinds and increasing consumer privacy demands collided with shifting user behavior and new and emerging players to upend the status quo. Apple’s App Tracking Transparency (ATT) policy also severely diminished social platforms’ targeting and measuring capabilities and, consequently, cut into their bottom lines. And all the while, rumbling in the background, regulatory pressure is building while a pair of Supreme Court cases could significantly affect the power and responsibilities of Big Tech behemoths.
All this has led to a great deal of media hyperbole around the so-called demise of social media in recent months. But as Mark Twain may have tweeted were he around today: “The reports of social media’s death are greatly exaggerated.” A whole generation of people don’t know of a world without social platforms, and crises or not, social still commands a quarter of US digital ad spend. But—and this is a big but—social media is undoubtedly evolving rapidly, making it harder and harder for advertisers to keep up and optimize their social budgets.
Fortunately, we’re here to help. Let’s dive into the latest from the worlds of Meta, TikTok, Twitter, Snapchat, and YouTube and consider how events unfolding today will impact the landscape tomorrow, including channel-specific perspective from Basis Technologies’ SVP of Paid Search & Social, Amy Rumpler:
As we begin 2023, Meta is no longer the titan of innovation it once was. Sixteen months after rebranding alongside Mark Zuckerberg’s gamble on the metaverse, Meta is facing mounting losses, declining revenues, staff reductions, growing competition, increased privacy-related investigations, and minimal consumer adoption of VR. To say it’s been a tough transitional year would be putting it lightly.
The silver lining for this social giant is that despite all those challenges, its ad business remains the envy of almost every other digital media company across the globe. Meta is expected to generate $51.34 billion in US ad revenue this year, a number that only Google can beat and one that dwarfs its social media counterparts. By all accounts, this is a huge moment for Meta, so every decision it makes will be closely scrutinized by analysists and advertisers alike. Starting with its plans for Facebook...
Facebook advertising—the foundation of Meta’s business today—is running aground. Ad revenues on the platform dropped by 8.5% in 2022 and are expected to fall another 1.2% in 2023. To try and right the metaphorical ship, Facebook is concentrating on areas of the app that are most resonating with users—namely, Groups and Reels. It introduced several enhancements to both features in the last quarter, all in a bid to spur more engagement within the platform and offer creators more ways to monetize their content. It’s a sensible move at a time when influencer marketing is in high demand across the social spectrum, but only time will tell if it can help Facebook correct its course.
Like its Meta sibling, Instagram is also working overtime to retain its creator community.After a series of missteps with creators and its commerce offerings, chief among them its decisions to eliminate its affiliate commerce program and remove the shopping tab from the main navigation bar, Instagram appears to be pivoting away from social commerce. Instead, it’s hunkering down and getting back to its key strength—advertising—while paying particular attention to incentivizing content creation and massively enhancing its Creator Marketplace. Instagram needs influencers to keep posting original material on the app to continue attracting new audiences, and these moves are designed to encourage just that.
Meta’s advertising power is the result of their massive reach, high user engagement, well-developed targeting capabilities and ad products, and ability to generate ROI. Historically, they’ve far outmatched the competition in nearly all areas (especially when you take into account the full ecosystem of Meta ad placements and the mature automated ad tools available through their network). Recent developments might mean a slowdown in ad revenue growth for Meta, but it’s still a safe bet for most advertisers, and no one is better positioned to pivot quickly than Meta. Yes, the door is open for other platforms to claim advertising share, but don’t expect Meta to lose their seat at the head of the table in 2023. - Amy Rumpler
A trendsetter and a trailblazer, TikTok is fundamentally changing the way consumers digest content. But there seems to be a double-edged narrative around the app these days.
On one side, this video-sharing juggernaut looks like it’s in a tremendous place—it coasted along relatively unscathed last year amidst the larger social media tumult and it’s fast becoming a pillar of many brands’ media plans. US ad revenues increased 139.9% in 2022 and are expected to grow a further 36.0% this year. User numbers are increasing, and average time spent with the app is also on the rise.
But then there’s the other side to this platform. TikTok’s ascension is not happening in a vacuum, and it’s currently facing scrutiny on multiple fronts. Areas of contention include its effect on young users, its management of data, its dissemination of misinformation, and the one that just won’t go away: its links to China. The biggest threat to TikTok’s US growth may very well be government legislation seeking to ban the app because of mounting security fears. In a bid to assuage those concerns, TikTok is playing the transparency card, proposing to give US officials some degree of oversight into its famed algorithms.
For now, these issues are unlikely to deter consumers and advertisers, but they’re certainly worth watching.
The challenges TikTok faces in 2023 are not new. Since its arrival on US soil, the app has lived in the shadow of all of the concerns mentioned, ever-present alongside any positive outcomes or mentions covered in the news. Advertisers and users, however, don’t seem to care. As things stand, the risks aren’t enough to outweigh the benefits for brands, and they certainly haven’t convinced young Americans to spend less time in the app or delete it altogether en masse. As long as users continue to embrace the app, so too will advertisers. 2023 should be a banner year for TikTok, with more new brands than ever before testing the platform, and spend from brands already investing in the app continues to rise in response to campaign success, new feature releases, and increasing comfort levels with creating TikTok-worthy ad content. - Amy Rumpler
Ah, Twitter! Where do we even begin?
Suffice it to say, Twitter’s future remains a source of constant speculation. It was only in October 2022 that Elon Musk took the reins following a tumultuous, protracted takeover saga, and ever since he’s been rewriting rules and loosening content moderation on what seems like a whim. He’s also laid off half the workforce, feuded publicly with Apple, overseen chaotic policy rollouts, and already promised to resign as CEO based on the results of a Twitter poll—and that’s barely scratching the surface.
Altogether, the unpredictability and radical changes are making stakeholders uncomfortable, and it’s scaring off Twitter’s main source of revenue: Advertisers. US ad spend on Twitter fell a massive 46% in November 2022 from a year earlier, and user numbers are also predicted to drop 6.2% in 2023 to 48.3 million.
Can Musk turn things around and make Twitter into a success? Who knows, but don’t expect the turmoil to end anytime soon. In its current state, it’s clear that many brands see Twitter as a risk not worth taking.
I’m not sure this is the horse I’d recommend betting on in the race for 2023 ad dollars, even with high-stakes odds on the table. Without a clear vision for the future, a conceivable plan for shorter-term advertiser support, or glaring advantages in ad cost compared to results produced, most advertisers will continue to steer clear of Twitter in 2023. There are just too many more compelling options available elsewhere. That said: as long as users continue to rely on Twitter for up-to-the-minute news and information, some brands (maybe challenger brands, for example, or those in emerging verticals) will still be willing to invest. - Amy Rumpler
On to Snapchat—the one-time darling of the ad industry that’s now facing an uphill battle to get its stagnating ads business back on track after a seriously shaky 2022.
The good news is that Snap CEO Evan Spiegel seems to have something that Meta and Twitter do not: a transparent and crystal-clear vision for the future. And that vision involves doubling down on its augmented reality capabilities as a differentiator.
The biggest challenge facing Snapchat over the years has been that brands have seen it as a non-essential player in the digital ad market—a platform without a firm identity and one that many advertisers have failed to fully appreciate. By paving this new course dedicated to AR, Snapchat can start to carve out a niche space for itself in 360-degree campaigns alongside the other major social channels. It’s also recently struck partnerships with a series of ad industry heavyweights (Disney, Adidas, Amazon, HBO Max, and Kroger, to name but five), a promising sign for the future. The fact that Snapchat can also act as a testing ground for metaverse-based activations may further work in its favor as brands look for soft entryways into that space.
Snapchat is a great play for the future-forward brand marketer who desires to be on the cutting edge of metaverse-applicable advertising. Of all of the partners poised to make a splash in a more or fully virtual environment, Snapchat is paving the way through their AR capabilities (which are still often copied by other platforms). If you’re looking to create fully immersive customer experiences, and can embrace the latest technological and creative applications to truly engage users in new ways, then Snapchat is the place to play. Whether this strategy will pay off in 2023 is speculative, but brands that are willing to go out on a limb with Snapchat today may very well end up ahead of the competition by embracing marketing strategies of tomorrow. - Amy Rumpler
As digital video consumption hits overdrive, YouTube is locked in battle on multiple fronts: Its ad business under attack from streaming platforms on one side, and social media rivalries with TikTok and Instagram on the other. The platform’s ad revenues are still projected to climb, though—9.6% this year to $8.06 billion before jumping another 14.2% in 2024—with an ever-increasing share of those dollars coming from connected TV.
This estimated growth comes as YouTube has been making some pretty big moves. In just the last six months, it has launched a dedicated page for podcasts, nudged itself into Amazon Prime Video and Roku’s market by offering streaming subscriptions, snagged the coveted NFL Sunday Ticket, and begun testing a new hub of free, ad-supported streaming channels. Put it all together and YouTube is looking to become a central video-fueled destination across various formats and genres, which should provide some exciting opportunities for advertisers.
Of all partners on this list, YouTube may be in the best position to capitalize on momentum in 2023 and beyond. They sit perfectly balanced between traditional and digital TV/streaming and social/engagement networks, allowing them all the advantages and ability to tap into upward trajectory trends of both sides of the advertising coin. Backed by Google data and dollars, and chock full of content that hits on a deeper level than what we tend to see on social networks, the appeal for both advertisers and users will remain undeniably strong. If YouTube isn’t part of your 2023 marketing strategy, I’d reconsider. - Amy Rumpler
The wild world of social media is undergoing deep, disruptive change, and there’s little evidence to suggest things will settle down anytime soon. For advertisers looking to chart a path through the chaos, staying agile and regularly revisiting the basics will be key, and that starts by making sure messaging is native to the medium and the target audience. Marketers that establish those firm foundations will be better positioned to weather social storms and pivot accordingly.
Looking for advice about how to get your social campaigns off the ground, but don’t know where to begin? Our Media Strategy & Activation team can point you in the right direction
Imagine this: You’re online shopping on your lunch break and see a pair of running shoes that catches your eye. On sale, in your size—and aren’t your old ones getting a bit worn-out? “Noted,” you think as you click to another website.
Later that night, you grab your phone to pull up the recipe you’re making for dinner. And voilà! There’s an ad for those exact running shoes from earlier displayed alongside the recipe.
While some may be tempted to think it’s a coincidence (or even a sign that they’re meant to buy those new shoes), this is an example of ad retargeting at play.
Few website visitors convert on their first visit. But that doesn’t mean that advertisers should (or do) give up on them! Just think about the number of times you’ve visited a website, added items to your cart, and forgot about said cart, only to return later on to make a purchase. Rather than giving up on would-be customers who don’t complete a conversion the first time around (fill out a form, buy a product, etc.), marketers can re-engage them through retargeting advertising.
Retargeting is a digital strategy in which advertisers serve targeted ads to consumers who have visited their website or who are contacts within their database. Retargeting ads allow marketers to reconnect with potential consumers who have not yet completed a conversion, thus building brand awareness, expanding product recognition, and increasing the likelihood that those people convert.
When set up correctly, retargeting ads are a cost-effective way for advertisers to reach interested buyers who already have some familiarity with their brand and/or product.
We provide an in-depth look at how retargeting ads work (and share a host of solutions for retargeting in privacy-friendly ways!) in this piece, so we’ll keep this part brief. Here are the basics:
In pixel-based retargeting, a small piece of code (aka a pixel or “cookie”) is attached to a consumer’s browser when they visit your website. Later, when they’re browsing online, the pixel allows your advertising team to serve them personalized, retargeted ads based on the interactions on your website.
Other types of retargeting allow marketers to leverage first-party data to serve personalized ads. This could mean retargeting them on a different device, aggregating first-party buyer intent data to create audience segments, or serving an ad for a specific product that was left sitting in their shopping cart.
So, how can marketers create effective retargeting ads? Though there’s no secret sauce or magic ingredient that guarantees retargeting success, there are some proven strategies that marketers can employ:
Users want personalization: a recent study found that 56% of consumers expect all marketing offers to be personalized. So, once you’ve leveraged available data to create basic audience segments (i.e., groups of people who have taken the same actions online or who share a common demographic, interest, etc.), tailor your ads to those segments.
Keep in mind that those users have already demonstrated interest in your site and/or product, so serving the same messaging that you’d use for a more general, potentially unaware audience likely won’t have the same impact. Advertisers should leverage available data to incorporate customization and personalization into retargeting ads, as well as feature a strong call-to-action to prompt users to take the next step.
If you shuddered at the thought of having to manually craft personalized variations of creative for individual audience segments, we get it. Advertisers today face an increasingly complex digital media environment, and adding another factor like ad personalization can feel overwhelming.
Fortunately, technologies like dynamic creative optimization (DCO) can eliminate some of that manual labor. DCO is a highly automated approach that uses customer data to create thousands of variations of personalized ads automatically, based on individual customers or groups of customers. It’s more efficient, less error-prone, and ensures your customers are getting the personalized ads they want without you having to create each one individually.
People spend a lot of time with digital media. In 2022, US adults dedicated a whopping 8 hours and 28 minutes to digital every single day (that’s more than the average US adult sleeps each night!)
Importantly, consumers don’t spend all that time in one place. From watching video on connected TV devices, to scrolling through TikTok or Instagram on mobile phones, to browsing the internet on a second computer screen while working from home, people are increasingly engaging with many different devices and channels throughout the day.
For marketers keen on creating an effective retargeting strategy, cross-device retargeting is a powerful tactic. It allows brands not only to re-engage potential customers, but also to do it across their devices. For example, a person might first encounter your brand as they browse on their phone while on-the-go, and, through the power of cross-device retargeting, could later be served a more personalized ad on their tablet or laptop to move them further down the purchase funnel.
Retargeting marketing offers the opportunity to provide a personalized experience to customers, increase brand awareness, and re-engage with consumers who already have some knowledge of their product or brand. And, by taking a cross-device approach, leveraging available automation tech, and leaning into ad personalization, advertisers can ensure they’re using retargeting ads effectively within their campaigns.
__
Interested in learning even more about retargeting? Take AdTech Academy’s retargeting course to learn even more about this digital marketing essential!
To improve revenue and increase sales, Popl—the leading digital business card platform—adopted artificial intelligence for its dynamic retargeting campaigns. ROAS increased by 133%.
Popl wanted to find a sustainable strategy that would support scaling both its B2C business and B2B product, Popl Teams, while efficiently improving revenue, product sales, and return on ad spend.
Working with its growth marketing agency, Accelerated Digital Media, Popl improved its dynamic retargeting performance by:
Through this new strategy, Popl saw how artificial intelligence could unlock a deeper understanding of their audience, which it leveraged to run more efficient targeting campaigns. The team achieved:
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 2/3/23 - 2/9/23 to stay ahead of the curve:
If you've felt inundated with content about ChatGPT recently, brace yourself: this is just the start of how generative artificial intelligence products will impact the advertising world. This piece explores the various ways generative AI might address some of the ad industry’s biggest challenges.
It’s been a tough go for the world of tech. But for Microsoft, this week was a “moment for swagger” as the company unveiled a new version of their Bing search engine that harnesses the power of artificial intelligence to enhance the web browsing experience. (Seems like a missed opportunity to bring Clippy back, but oh well...)
Consumers have increasingly (and understandably!) made it clear that they want more control over their personal data. But do they actually know how that data is being used? A new study from the University of Pennsylvania indicates that few consumers understand how their data is collected, and where and when consent to that usage takes place.
We get it: in times of upheaval, it’s extremely tempting to go for short-term wins. But when quick fixes curb long-term marketing success, who really comes out on top? This recent podcast explores strategies for generating sustainable and scalable results for agencies and brands.
—
Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!
These days, there’s no escaping digital video. In fact, research shows that US adults spend nearly over three hours per day watching digital video, and that number is only going to grow in the years ahead. There’s even a decent chance that before, after, or possibly even while you read this blog post, you will find yourself watching some digital video (like, say, this one of a turtle eating a strawberry).
For advertisers, this voraciousness for video represents an incredible opportunity to reach audiences in the form of digital video advertising. To help you on your journey, here are some useful digital video-related facts and tips for creating effective digital video ads:
On average, US adults spend 24 minutes of video a day watching videos on their laptops or desktops, an hour and six minutes per day viewing videos on their mobile devices, and over an hour and a half streaming on connected devices such as CTVs.
There are three primary types of digital video ad units: in-stream, out-stream, and interstitial. Let's take a closer look at each:
In-stream video ads are ads that run before, during, or after other video content (aka pre-roll, mid-roll, or post-roll). In-stream video ads are displayed within the context of streaming video and often used to monetize video content delivered by the publisher. In other words, think of them as the digital video equivalent of a TV commercial.
Out-stream video ads show up outside of video player environments. This type of ad unit typically includes less traditional video placements, such as in-article, native, in-feed, or interstitial videos. For example, a site visitor may be reading a cooking recipe article on a lifestyle website, and then a video ad may load in-feed or alongside the content. Depending on the environment, out-stream video ads can be auto-play or viewer-enabled play.
Interstitial ads are a type of high-impact, full-screen video advertising that cover the interface of the host app or website. Interstitial ads are typically displayed at natural transition points within the flow of an appear website—such as between activities or as a screen takeover when opening an app or web page— and they usually auto-retract after a short period of time (say, 15 seconds) or via a close button.
Typically, an in-stream video ad is either 15 or 30 seconds, with 15 seconds the oft-recommended length. However, there is some flexibility depending on the channel— we’ve seen successful ads that are as short as five seconds and as long as several minutes.
Well, as you might guess from the name, in-banner video ads are digital video advertisements that play “within” a banner advertisement. You might see one at the top of a webpage, in the middle of an article, or on a sidebar.
Honestly, at this point, it’s probably more practical to ask where you can’t place a digital video ad (inside a medical textbook, maybe?) Digital video ads are widely used on streaming video platforms like YouTube and Hulu, social media giants like Facebook and Instagram, gaming and streaming audio platforms like Twitch or Pandora, news and information sites, and seemingly everywhere in between. In short, if a website has video content, it almost certainly has the ability to show digital video advertisements.
Want to create ads that will appeal to and engage digital video viewers? Here are five tips to inform and inspire:
According to both YouTube and Facebook, among others, it’s absolutely critical to grab a viewer’s attention in the first five seconds of an ad—before they either tune out or skip the remainder of the advertisement. This is especially important for mobile users and younger audiences (who, incidentally, are often one and the same.) Think of it as the new “five second rule”—only instead of determining the safety of food that you should probably just throw away because the floor is covered in pet hair, it’s about determining the effectiveness of digital video advertising.
Video is a unique medium in its ability to quite literally show someone your product, service and/or organization in action. Don’t let that opportunity go to waste! After all, if a picture is worth a thousand words, and 4K video captures 60 frames per second...well, you get the idea. One thing you absolutely need to show? Your brand name/logo. This is particularly important in coordination with tip #1: a Facebook study found that consumers were 23% more likely to remember which brand made a given video ad if the brand was featured in the first three seconds of that ad. So don’t be modest: give yourself an early shoutout!
Remember: your ad has to work and feel native on any device, so keep mobile users in mind when developing your video. Additionally, mobile users are likely to have their sound off if they come across your ad on many platforms—particularly social media—so make sure the ad is compelling and that the core message still “translates,” regardless of whether the audio is on.
When making a digital video ad, be sure to take the channel/platform into account for that particular cut of the video. Your ad should ideally match the “vibe” of a specific channel, with the video feeling native to that platform, while staying mindful of what likely brought a viewer there in the first place. For example, a video ad that shows up in the middle of a Facebook feed should feel a little different to, say, one running in the middle of a bingeable show on Hulu.
Lastly, before you advertise anywhere—be it with digital video or otherwise—take the time to get to know your audience as much as you can, and then take advantage of any platform-based targeting at your disposal to better reach them. And it’s a digital video, after all, so be sure to use the digital CTAs at your disposal to send viewers directly to your website or app of choice.
Want to dig deeper? Download our Video Unleashed guide to see tips for how to run a strategic video campaign, gain more digital video advertising insights, and a whole lot more.
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 1/27/23– 2/2/23 to stay ahead of the curve:
The programmatic open marketplace is in a precarious position, and Q1 data shows it. Which begs the question: Could private marketplace deals (such as programmatic direct and programmatic guaranteed) be having a moment to start 2023?
Reality TV isn’t the only place to get your daily dose of drama! Earlier this month, four major TV networks came together to form a committee focused on TV measurement solutions—this just two days before the launch of Nielson’s long awaited cross-platform measurement product, One Ads. Stay tuned for which measurement currencies will gain traction in the year to come.
What the heck is going on in the turbulent technology sector? And how can advertisers in the sector adapt? Read on to learn strategies tech marketers can use to ride out turbulent times.
What would a government breakup of Google’s advertising business do to the $500 billion online ad market? And what companies might want to gobble up any spun-off business units? The DOJ’s antitrust case may be years from concluding, but the speculation surrounding any long-term impacts has already begun.
Several years after Google introduced Fledge to the world as one of a suite of cookie replacements—and nearly nine months after Google opened up the product to testing for the wider industry—the retargeting solution is emerging as a favorite. Learn more about the cookieless solution in this deep dive.
—
Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!
