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Social media presents a unique opportunity for advertisers. Not only do the various platforms provide additional channels for acquiring new customers and obtaining additional revenue from existing ones, but the often granular targeting options available make social media marketing ideal for discovering the unique niche that comprises your highest-converting audience. Here, we’ll lay out some best practices and things to keep in mind when leveraging social media to find your audience.
If social media is going to enable you to better locate your desired audience, it’s important that the networks you choose to advertise on are the ones most likely to contain that audience. Leverage what you already know about your current customers to identify the most promising channels.
For businesses with an established online customer base, delve into your web analytics solution to identify key demographic information about customers that convert. Are they predominantly male or female? 18-25 or senior citizens? Located in a specific geo or scattered around the globe?
If your business is relatively new or you’re just breaking into digital advertising, consider any personas you've created of your ideal customer. For example, if you sell trendy women's clothing, your ideal customer may be female, in her 20s or 30s living in a major metropolitan area. On the other hand, if your business is B2B, your buyer may work in the marketing department of a company with at least 500 employees, be equally as likely to be male or female, and in their 40s or 50s.
Once you have these basic demographics defined, consult publicly available data for how this maps to the various social media networks. For the United States, Pew Research Center puts out yearly demographic breakdowns of the major social media platforms. For most companies, Facebook is a good starting point due to its scale (two billion monthly users) and its variety of targeting options, but additional networks like Instagram, LinkedIn, or Snapchat might be key channels depending on your intended audience.
In addition, make sure to examine your key competitors' social media presence. Which networks are they on? What is their messaging (both paid and organic) like? While you should focus on ways to differentiate your company (rather than simply copying what competitors do), competitive research can help ensure that you have all of your bases covered.
Customer Match provides an easy entry point for new advertisers to break into Facebook and other platforms. To get started, export a list of your existing customers from your CRM that includes key identifying information like full name, email address, phone number, city, and state, etc. The more data fields you can provide, the more current customers the social media network will be able to identify. LTV data can also be incorporated to further refine targeting to only the most valuable customers. Apply this audience for campaigns designed to drive additional revenue and repeat purchases from those already familiar with your brand.
From there, you can leverage the same customer list to begin your acquisition efforts on social media by creating a lookalike audience. This approach will target users that Facebook has determined share common characteristics with the source audience, whether it be demographics, interests, behavior, etc. Given the similarity between the two groups, these users should have a higher propensity to convert.
Note that controls are available to control the degree of similarity between your source and lookalike audiences, and therefore the lookalike audience's size and potential reach. While an extremely high degree of similarity may result in high ROI, it also means reaching fewer potential new customers and obtaining fewer insights for further audience creation. On the other hand, very loose constraints may mean quickly spending your budget without much to show for it. Aim for a middle ground (1 - 3% similarity in Facebook's settings) or test out a tiered approach where you create several lookalike audiences of differing degrees of similarity and see how they perform.
You can further expand this retargeting plus lookalike strategy by creating additional custom audiences and lookalikes based on your website traffic or mobile app users. Note that these other customer audience sources require placing a pixel on your website and providing information regarding your mobile application.
Depending on your potential audience and social networks in scope, leveraging the unique targeting options available to each network can also help you to better find your audience on social media and beyond. For example, if you are a B2B company that exclusively serves Fortune 500 companies, using LinkedIn's Account-Based Marketing targeting can be an effective choice. Alternatively, if you decide to try advertising on Twitter, given your potential audience's demographic breakdown and competitors' presence, try targeting hashtags relating to your offering. In short, make sure to use all of the tools at your disposal for additional audience discovery and potential revenue-driving opportunities.
Once you are live with your initial set of audiences, leverage your web analytics platform and Facebook's Audience Insights to more closely evaluate the types of users that are spending the most via social media and the type of messaging that best resonates with them. What are their demographics and interests? Where are they located? Which ad creative and messaging is delivering the best return? How do these users and ads differ from what you know about users converting from other channels?
Take these insights and use them to build out additional audiences, exclude segments that do not convert efficiently for more granular targeting, and refine ad messaging across both social media and other channels. For example, if you are targeting all of North America but Canadian users have a lower conversion rate (perhaps due to shipping cost), consider targeting the United States. Or, if you find that a particular ad creative performs well, consider testing it out for display retargeting. Take your learnings from social media and see where else they can apply.
While most of this post has focused on paid social, I would be remiss not to emphasize the importance of maintaining a strong organic presence on the social media networks on which you advertise. Not only is your page/profile a potential destination for users who have seen an ad, it can also help drive free clicks and conversions. To help drive organic traffic in conjunction with your paid social strategy, make sure your brand aesthetic and messaging are consistent throughout and post a steady stream of compelling content (not just ad-worthy copy).
In addition, look for Groups relating to your type of product or service and join to directly engage with your customers and consider reaching out to influencers who have a following with your target audience. These types of strategies will help you drive organic conversions while also obtaining further insights that can be used for paid social and other channels. For example, if you find that a post from an influencer leads to a high number of conversions, consider creating a target audience of people who like their fan page for a new ad campaign.
In summary, the variety of targeting options available via social media marketing make it an ideal laboratory to experiment and discover the audience that comprises your highest LTV customers. By taking an iterative, data-driven approach that slowly builds on your audience targets and A/B tests various ad sets and messaging, you can achieve a higher ROI on social media and leverage the insights gained about your users for cross-channel improvements.
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To learn more about how you can optimize your social media game, get in touch with our digital media experts.
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!
Twelve Million Phones, One Dataset, Zero Privacy [:24]
A fascinating (non-advertising industry) look into how every connected individual is tracked, can be targeted with advertising, and how anonymity may not be we believe it to be.
The Top 10 Events That Shaped–And Rocked–The Digital Ad Industry Over The Past Decade [:07]
Over the last ten years, programmatic buying and the rise of ad tech changed the face of digital advertising. Look back on what impacted the industry from the rise of the walled gardens to mobile’s meteoric rise to the decline of ad networks.
The Best Cannabis Marketing Campaigns of 2019 [:04]
New year, new laws. While CCPA may be a focus for many marketers, the hottest opportunity in advertising may be in cannabis. With 33 states allowing medicinal, there are 11 states who have legalized recreational sales, not to mention the green-rush that is CBD. Take a look at the creative approaches marketers took in showcasing (and normalizing) cannabis to the masses.
The Call For Clarity: How Measurement Will Change in 2020 [:04]
Marketers are seeking a more complete view of their audience. The following shifts are predicted to take place in 2020 – clarity will reign over clutter, campaign KPIs will change, and cookies will give way to connections. As we approach this next decade, we can expect to see cookie dependence for brands to decrease and brands will turn to richer, direct connections with their audiences.
Where to Go from Here: The Outlook for Programmatic Advertising in 2020 [:03]
2019 has come to a close, and it featured key developments for programmatic advertising. From the rapid growth in over-the-top (OTT) and connected TV to significant improvements in addressable advertising to the current implementation of the California Consumer Privacy Act, 2019 saw momentous developments in the programmatic space that will change industry standards this year.
In a Post-Cookie World, RTB is Key to Effective Digital Marketing [:02]
Since GDPR became enforceable, the number of third-party cookies used per webpage declined from about 80 in April to about 60 in July, and the number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. In response, there’s been an onslaught of articles claiming the value of real-time bidding (RTB) and all of programmatic will decline in direct correlation with enforced privacy regulation, browser and cookie deprecation. While the cookie (and associated use of cookies) has been the centerpiece of all digital advertising performance reconciliation in the last 15 years, it is not the only reason RTB is an important component of effective digital marketing.
Why LiveRamp Quietly Sold Its Location Data Business Last Year [:02]
LiveRamp is distancing itself from location data. With the recent privacy regulations like the CCPA and GDPR and new iOS features that aim to cut down on location tracking, the location data business will be getting a bit complicated from a privacy perspective. LiveRamp will be focusing on data manufacturing business and focusing on their strategy on operating a neutral and open marketplace to connect high-quality, ethically-sourced data sources with data buyers.
WTF is Chrome’s SameSite Cookie Update? [:04]
On February 4, Google will be rolling out a new Chrome update that includes a new approach to cookies. The SameSite update will require website owners to explicitly state label the third-party cookies that can be used on other sites. Cookies without this proper labeling will no longer work in the Chrome browser. Chrome currently has 64% of the browser market. Chrome already offers user the ability to block third-party cookies. This change will allow users more control over their settings.
AR Puts the Person in Personalized Advertising [:04]
With investment in augmented reality (AR) advertising beginning to boom, the global market is expected to grow over 30% each year to 2023. The hardware and software technology has improved for AR and opened up unique advertising opportunities, most notably through Facebook and Snapchat.
Say hello to Hulu! Centro’s platform, Basis, is now certified to buy on Hulu’s private marketplace (PMP). Basis customers that secure approval from Hulu gain cross-channel video advertising capabilities through programmatic ad buys that reach 72 million viewers watching on connected TVs and other devices.
Basis is a comprehensive, automated, and intelligent digital media platform—the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. Access to Hulu’s PMP complements the connected TV advertising features already offered in Basis, allowing users to automate large-scale upfront Hulu deals and direct ad buys on every major OTT and digital video platform.
“Advertisers deserve choice and control in their transaction experience,” said Doug Fleming, Head of Advanced TV at Hulu. “Adding Centro’s Basis as a certified DSP partner offers advertisers yet another opportunity to reach their target audiences with efficiency on Hulu via our Advanced TV platform.”
Buying on Hulu’s PMP allows users to:
Agencies using Basis to buy on Hulu’s PMP are able to align programmatic tactics with every other major part of a campaign to power cross-channel video marketing strategies. Campaigns utilizing direct buying, programmatic buying, paid search, and paid social are centrally planned and managed within the workflow automation platform. Performance data from these tactics feed directly into Basis, empowering media professionals to optimize in real-time and unify reporting.
Tyler Kelly, president of Centro, added: “As the streaming OTT leader with the largest wholly addressable marketplace, Hulu continues to grow as a partner for engaging viewers of premium video. Its innovations create more ways for marketers to scale top-of-the-funnel, site- and sound-driven branding efforts. Hulu and Centro are aligned in automating the buying of OTT video to make ad spend on this channel more seamless, effective, and compelling for agencies.”
In addition to its Hulu certification, Basis’ DSP accesses all major video supply sources for open RTB and private marketplaces. It is the technology platform of choice for users of digital media software, scoring the number one position for the Demand Side Platform (DSP), Video Advertising and Cross-Channel Advertising categories on global user review site G2. The Adweek Readers’ Choice Best of Tech Awards named Centro as the winner for the Display DSP, Mobile DSP and Retargeting categories.
Learn more about Connected TV Advertising with Centro.
In an age where innovation is king, it can be shocking to see advertisers and agencies stick to the adage, “If it ain’t broke, don’t fix it.” Yet, media buyers are often stuck using the same tools and systems that were in vogue over a decade ago.
Centro's President, Tyler Kelly, has a different approach: He knows that the system is broken and is already working hard to offer solutions. In this episode, Kelly speaks with host, Noor Naseer, about innovating in a hypercompetitive marketplace, accommodating the shifting expectations of marketers, and attracting new generations of talent.
A customer or consumer data platform (CDP) is a platform or a software that creates a persistent, unified record of customer data that is accessible to other systems. Data is integrated, contextually enriched from multiple channels or sources, to create a single consumer data profile. This integrated and structured data can then be utilized by other marketing systems for various use cases like bid optimization, personalization, segmentation for ads and emails etc.
According to Gartner, “Customer data platforms have evolved from a variety of mature markets, including multichannel campaign management, tag management and data integration.”
So, then, why is customer data integration vital for insights-driven businesses?
Gone are the days of spray and pray marketing to promote businesses. Big data was a buzzword more than five years ago, but it continues to be relevant for business success today. Offerings from customer data insights have evolved into multichannel campaign management, tag management, identity resolution etc.
Consumer digital footprints are now larger than ever, giving enterprise businesses significant opportunities to target, market to, and maximize the lifetime value of customers. Businesses that take full advantage of big data and consumer data insights to meet these goals are uniquely positioned to stay ahead of the competition and thrive in the long run.
A recent Forrester report calls companies that focus on the value of data “insights-driven businesses”, and they’re set up to dominate the competitive market. Those that prioritize data insights are growing at an average of more than 30% annually and will earn a projected $1.8 trillion by 2021.
A lot of what empowers insights-driven businesses is technologies that allow them to process and analyze large volumes of relevant data at scale. But that’s only one piece of the puzzle. Successful organizations also develop a business culture where these insights are maximized and constantly used to inform decisions and improve processes.
Most enterprise businesses today know the value of big data and consumer insights, but few are prepared to make all the necessary changes to fully benefit from it. According to a recent global research report by Cloudera, 69% of enterprise organizations view having a comprehensive data strategy as a requirement for meeting business objectives, yet only 35% think their current analytics and data management strategies are sufficient for this purpose.
Choosing the right management platform for your business needs is valuable, but there’s a lot more to building an effective enterprise data strategy today.
Investing in technologies that can integrate, manage, and analyze the wealth of relevant business data out there is the first step towards success. In order for enterprise businesses to maximize the value of major data analysis initiatives, they must also create an internal strategy for success.
This includes a clear vision for what the business hopes to gain from data analysis and a roadmap for achieving this. Key players at different levels of the business, beyond marketing or data science teams, must have a vested interest in this strategy.
Illustrating clear goals for your data analysis initiatives impacts your approach significantly. Here are some of the many ways it can inform your strategy:
Some of the goals you define may depend on your type of organization and industry. That said, most businesses want to use data insights to inform strategies that can help them reach new customers, earn their loyalty, attract investment, beat their competitors, and improve other business capabilities.
Once you have a clear understanding of what you hope to achieve with data analytics, you’re ready to identify which strategies and data management solutions you need to succeed. The types of data you need will depend on the different analytics goals you set out. Some examples include:
This is the area where choosing the right data platform is most important for insights-driven businesses. There are plenty of data management solutions out there that can automatically collect, process, and analyze some of the important data points businesses need to meet their analysis goals. But missing even one or two of the key data streams means missing out on important insights or wasting time and resources with manual analysis.
Insights-driven businesses should focus on finding a data management platform that offers the most integrations to process and analyze all relevant data for their business goals. Either that or be prepared to invest in a partial solution and manage the rest manually with internal data science teams.
Once you know what systems and technologies you’ll use to manage your data, it’s also essential to define clear data management roles. Not everyone is a data scientist, and many people outside of the analytics team will likely come into contact with and/or edit your enterprise business data. In order to maintain data integrity and management efficiency, it’s important to define key roles so everyone understands expectations related to data management within the business.
Identify all individuals who may perform some tasks in your data science pipeline. You may discover that internal team members don’t have enough skills or the capacity to meet analysis needs. In this case, it can be worthwhile to enlist the help of third-party agencies to work with your data and analysis tools. This is a common strategy among enterprise-level businesses - in fact, spending on marketing agencies accounts for nearly a quarter of marketing budgets today, according to the latest Gartner research.
Once you know exactly who will be interacting with your business data, you next need to detail what kind of tasks they will perform with it. When enterprise businesses actually take the time to do this, it’s easy to find ways to improve data analysis efficiency and performance. Your data scientists, for example, are an incredibly valuable asset for deriving insights, despite what automated technologies have to offer. Often, they spend significantly more time (as much as 80%) preparing data than actually performing analysis. Why not delegate some of the more tedious tasks to data managers, allowing data scientists to focus on the work that matters most?
In enterprise-level businesses, there are often issues with teams working apart from each other. This is true both within data management and IT tasks, as well as with the rest of the business. Insights-driven businesses need to make specific changes to their organizational structure to sidestep this issue. For starters, avoid allowing your data scientists to work in silos. It makes sense to assign different teams to work on different goals, but they should still have an integrated approach.
Ensuring clear communication between IT and business leaders is critical for success. Creating and approving clear data management goals is just the first step of this collaboration. There needs to be ongoing feedback between different units to ensure data insights remain the most valuable to current business needs.
Many business leaders believe that data should only be accessible by the teams that analyze it. But making it more widely available to invested teams throughout the business can maximize its value for reaching business goals in the long run. Breaking down silos may cause some confusion in the short term, but the long term benefits are worth the effort.
Once a business is certain that technologies and teams are set up to maximize the value of big data, they need to ensure they’re prepared to report on data insights. How you approach this is largely based on previously outlined goals. Several important areas include:
Create reports that help improve operational efficiency and effectiveness. Relevant data insights should be made available to key players across the organization. Encouraging this kind of data-driven company culture makes it possible for all department leaders to improve internal operations based on these insights.
In today’s highly competitive digital landscape, efficiency is the factor that can set an enterprise business apart from its competition. Data insights can help a business identify problems and take action to streamline internal processes. Success isn’t just about improving marketing performance. Data insights can be applied to sales, customer relations, product distribution, employee performance, and more.
Marketing investment insights are probably the biggest opportunity to drive more revenue from data insights. Campaign performance data can tell a business a lot about what strategies work and which don’t. Bidding technologies are uniquely positioned to help businesses automate changes based on these insights.
The time and energy marketing managers save by using automation needs to be reinvested into other initiatives. Evaluating the ROI of different marketing channels, exploring new options, experimenting with targeting strategies can lead to new data insights that improve performance even further. Insights-driven enterprise businesses need to be prepared to use both automation and manual data insights to inform future marketing investment decisions.
Advanced data analysis can require significant time and financial investment, between collecting, processing, storing, analyzing, and taking action based on insights. Enterprise executive officers today understand that data insights are necessary for success. But they also need a clear picture of the benefits if they’re going to continue investment in the long term.
That’s why from the very beginning, there needs to be analysis processes in place to illustrate how this investment relates to the business’ bottom line. Linking data insights to drive specific marketing goals is one thing. But what’s the direct impact on sales? How does investment balance out in terms of ROI?
Another critical aspect of running an “insights-driven” enterprise is that the insights truly drive action. There needs to be a company culture in place that ensures data insights are utilized continuously throughout the organization to improve processes and meet internal goals.
What makes this happen are teams ready to act quickly on insights to create a competitive advantage. But in 2020 and beyond, success is also largely based on automation technology. Look at the search advertising landscape, for example. Opportunities to optimally target search audiences exist in what Google calls “micro-moments.” Consumers leave a digital footprint suggesting their intention to buy. But often they’re searching for businesses while they’re on the road, or standing in line at a store about to buy. The time between expressing purchase intent and actually buying is a micro-moment. But it’s something advertisers can target when they use automation technology.
Bidding automation technology, for example, can make micro-changes to a bid strategy throughout the day in real-time based on the latest data insights. Instead of waiting on data teams and data scientists to make targeted changes, automation technology can ensure all relevant data is used in a timely manner to optimize campaigns.
There are lots of ways automation technology can help insights-driven businesses succeed today. Using the right data management tools in combination with internal business processes is essential to maximize the value of this strategy.
Today, there’s a wealth of relevant consumer data that businesses can use to optimize their marketing and sales strategies. The volume of relevant data is so great that customer data management technology is an essential requirement for success. But that’s far from the only thing enterprise-level businesses need to build an effective and efficient data strategy.
Insights-driven businesses choose the right technologies for their goals as well as develop internal processes to maximize their value. This includes creating an organizational culture that regularly utilizes data insights to drive change.
Welcome to the roaring 20's! 2020 will be a defining year for advertising technology. With global cultural events like the U.S. presidential election and the summer Olympics just around the corner, advertisers will have many opportunities to connect with audiences in transformative ways.
To predict where 2020 will take us, it's important to understand how far we’ve come. Read on for an overview of the themes, trends, and tools that ruled 2019!
Data Privacy
Universal Pixel
Native Ads
Advanced TV
Automation
Whatever 2020 holds in store, it’s important to understand the background of how these themes and innovations have developed, in order to make informed decisions moving forward.
Do you have questions about any of the Basis features described in this post? Connect with us to learn more.
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The holiday season is often wonderful and challenging at the same time. Many of our biggest stressors are exacerbated during these months, including financial pressures and familial relationships. It’s a time when everyone could use some extra care.
Reflecting on the holidays five years ago, a Basis Technologies recruiter started the Give Thanks program as a way to live out one of Basis’ core principles: support each other. Since then, a “Give Thanks” table stacked with blank thank-you cards has marked the beginning of the holidays in each of our offices.
How does the program work? It’s simple: Basis provides thousands of blank thank-you cards and creates mailboxes for each of our offices. After the submission deadline, Beeps from our Talent and Development team sort and mail the cards. This year, sorting the (almost 4,000!) cards took over two full days!
The Give Thanks program has flourished since it’s inception. This year’s Give Thanks helpers had these things to say about the program:
“It was loaded with positivity and reminded us that a brief message or a couple of words of appreciation can go a long way.”
“Is it wrong to say that I think it’s my favorite task I’ve ever done as office manager??”
“This is one of my favorite initiatives of the year!”
Research shows that practicing appreciation is a simple way to create a big impact. According to Forbes, cultivating gratitude results in stronger relationships, better physical and psychological health, and higher levels of resiliency.
Further research states that nurturing a culture of gratitude in the workplace is equally powerful. Employees who practice and receive gratitude perform more acts of “organizational citizenship—” or behaviors that aren’t in their job description, but serve to enhance a team environment (such as filling in for a coworker or welcoming a new employee). These are the traits we hope to foster in our people, and what we look for in new team members.
It’s clear that gratitude is a powerful tool for cultivating wellness in oneself and in the workplace. So, what are you waiting for? Give the gift of gratitude this holiday season—it’s free!
Interested in learning more about Basis Technologies’ culture? Read more about what makes it great.
Trim the tree. Light the candles. Wrap the gifts. Finish up that holiday shopping. And of course, don't forget to put the finishing touches on your holiday campaigns.
We know that like a certain red-suited, sleigh-driving, North Pole-dwelling elf, you’re making a list (and checking it twice) with a million items on it. And it’s only getting longer as the season progresses.
And in addition to the typical holiday frenzy, we also know that your PPC campaigns are never far from your mind - in fact just the opposite. Your campaign tasks are piling up and your end-of-year deadlines are drawing nearer (all while your staff is packing up and heading out on for vacation). That means, in addition to making a perfect eggnog, untangling the lights and putting animatronic reindeer in your front yard, you’ll also be prepping your digital ad and marketing campaigns for the upcoming festive season. For many of you, that means aligning promotions with PPC campaigns, writing holiday-themed ad copy and organizing customer gift lists. It means you have to simultaneously coordinate giveaways and specials, and conduct granular reporting and closely monitor holiday traffic - all while planning for the New Year ahead.
Whew. That’s a lot.
It’s enough to make you say “bah humbug” and channel your inner Scrooge (that is, before he met the ghost of Christmas Future). But don’t worry - we have you covered with our 12 Days of Holiday Campaigns lookbook (feel free to set it to music, if the mood strikes. We find it helps to revive the holiday spirit).
In the guide, we provide some handy holiday digital ad and marketing campaign tips that are sure to put your holiday woes at ease and give you some much-needed peace of mind. With one tip for each of the “12 days,” we touch on everything from holiday-themed graphics and ad copy, to generating user engagement, invoking the spirit of the season, and showing gratitude for your customers who helped you get where you are today.
So sit back, pour a hot drink of your choice, stoke the fire, turn on that favorite holiday movie and relax. Here’s to a peaceful - and profitable - holiday season! And may you - and your campaigns - be merry and thrive in the New Year!
Happy Holidays from QuanticMind!
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!
LUMA’s State of Digital Marketing 2019 [:20]
As 2019 comes to a close, the LUMA team releases its annual State of Digital Marketing report, breaking down the winners and losers of 2019 in IPOs, what the ecosystem looked like in 2019 and how it will change in 2020, and how digital media will be impacted by the latest privacy laws.
The Adtech Trends Rounding Out 2019 [:06]
In the next year, advertisers should expect changes across the industry, from creative resurgences to tighter measurement standards and growing consolidation among media partners. Players on both the buy-side and sell-side will have to continue to make strategic shifts as consumer behavior, digital regulations, and technical capabilities evolve at record pace.
Top Marketing Trends for 2020 [:05]
With constant updates, new techniques, and changes to algorithms, the digital marketing world moves fast to keep up with the trends. Fortune predicts that the following will be marketing trends for 2020: shoppable posts, virtual and augmented reality, interactive content, personalization, Google Ads Smart Bidding, content marketing, video content, and SERP position zero.
‘There Is A Trade-Off:’ How Immediate Media Is Preparing For A Cookie-less Future [:04]
Publishers are increasingly finding themselves at the whims of how platforms will adapt to an ad ecosystem that doesn’t rely on third-party cookies. The most worrying prospect will be in February when Google will let users opt out of third party tracking. Publishers are beginning to wring out more value out of first-party data strategies, like growing subscribers, getting more readers logged in and collecting data. With publishers able to do this, they will need to educate the buy side to show them they are still a fit.
Why PayPal’s Acquisition Of Rewards Platform Honey Is A Big Deal [:06]
Paypal acquired Honey for $4 billion, making it PayPal’s largest acquisition to date. Honey is profitable and most valuable is that PayPal will now have access to shopper data which will allow for personalization in the future.
Tesla’s Plan to Leave the Auto Industry Behind on In-Car Infotainment [:10]
The average car already has more than 150 million lines of code, according to a 2018 KPMG report, and a greater percentage of software will be devoted to in-car entertainment in the future. As self-driving cars come closer to reality, the inside of an automobile is going to become a new medium to reach consumers. Today, Tesla is leading the infotainment race with these in-car entertainment services, but others are starting to rethink the experience, as well.
Before We Kill the Cookie, Let's Ask Why [:03]
In the advertising world, the term ‘cookie’ is commonly associated with the perceived invasion of online privacy. But at the heart of the collection of 3rd party cookie data is something many consumers really want: more personalized user experiences. In a future that is anticipated to be cookie-free, the author breaks down the anticipated reactions of advertisers, publishers and consumers in a world that must abide by stricter privacy and data regulations.
25 Fascinating Years of Digital Advertising [:02]
Digital advertising has been redefining the marketing landscape since the early 1990s. To provide perspective on its development, the following infographic breaks down the evolution of advertising across these past 25 years.
Static vs. Digital OOH: Here is how they stack up [:03]
The out-of-home advertising industry continues to sing the virtue and value of digital out-of-home. Last year, DOOH accounted for 37.3% of the total global OOH ad spend, according to estimates from WARC. The same report predicts that DOOH will grow 10.1% each year between 2018 and 2021. This short piece illuminates factors that make DOOH appealing, along with some details on targeting, measurement and pricing.