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How Advanced Is Digital Video Targeting in Canada?

How Advanced Is Digital Video Targeting in Canada? | Digital Brand Marketing | Scoop.it

Digital video advertisers in Canada are more likely to use advanced targeting for their ads than to simply rely on demographics, according to information released by Videology on how clients used its platform in Q4 2014. 


More than nine in 10 video impressions served by Videology in that time period were served based on advanced targeting criteria, with the most common being geotargeting. Over one-third of impressions with advanced targeting were targeted by location. A further 27% used behavioral targeting. These geotargeted video ads were for more than just mobile devices. According to Videology, 63% of campaigns it served during Q4 were for PCs only. Overall, 34% of campaigns had a mobile component, whether alone or in conjunction with PCs or connected TVs. 


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Personalization and Display Advertising: How Personal Is Too Personal?

Personalization and Display Advertising: How Personal Is Too Personal? | Digital Brand Marketing | Scoop.it

In an overcrowded and competitive marketplace, companies will do anything to make their brand and products stand out from the crowd. One of the many benefits of online advertising is the ability to tailor adverts based on first and third party data. But is tailoring effective and how far should you take it?


Let’s take the gaming industry as an example. Consider some of the detail you could potentially get from placing a retargeting pixel on your website:


  • The user’s account name
  • The sport they last bet on
  • How much they bet
  • If they won or lost
  • How long since their last bet


Knowing all this personal information and using dynamic ads, you could create a very personalized message, such as: Hi Jimcongrats on the $1,000 win yesterday. Fancy a bet on the game tonight? Bet now!

Keep in mind that tailored advertising could potentially cause frustration or confusion if the strategy isn't managed correctly, which illustrates the importance of taking a considered approach to personalization.


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4 Less Talked About, But Important Display Advertising Trends in 2015

4 Less Talked About, But Important Display Advertising Trends in 2015 | Digital Brand Marketing | Scoop.it

In October 2014, Google wowed the world when they released the surprising stat that only 44,6% of online impressions are viewable. This gave birth to a heated debate on viewability and on how it will affect display advertising in 2015.

Undoubtedly, viewability will be a much-discussed topic this year, along with mobile usage growth, the rise in programmatic ad buying, content marketing buzz and native ads. These topics received a lot of attention from the media and thus have emerged as key trends and predictions for online advertising in 2015.

However, those are just the tip of the iceberg. See below 4 less debated, but still important topics that will still have an impact, maybe even bigger than the ones we previously mentioned.

1. Display advertising spend spend will grow.

This is a no-brainer and unless a major power outage comes along, display advertising spend will grow regardless of its performance. Why is this? Well, the first reason is that people spend more time online. According to the Statistics Portal Statista, consumers in the United States alone spend 279 minutes per day watching TV. However, they spend 163 minuted engaging with tables and another 159 minutes online exclusively. Combined, that amounts to 332 minutes per day spent online, 15% more than time spent watching TV.

Also, a recent Garner study, shows that 51% of marketers plan to increase their marketing budgets in 2015 by an average 17%. Even if search is the first choice when it comes to how digital advertising budgets are being spent, search engine inventory is limited.

Given that display holds a wide available inventory, it’s only natural that more of the digital advertising spend will shift into display. Additionally, innovative targeting methods like search retargeting will enable advertisers to reach the right customers multiple times where they actually spend time.

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Marketers Are Mastering Digital Advertising, Adobe Suggests

Marketers Are Mastering Digital Advertising, Adobe Suggests | Digital Brand Marketing | Scoop.it

Adobe's fourth quarter 2014 Digital Advertising Report shows digital advertising is becoming increasingly efficient — and that smart advertisers understand the nuances of customer behaviors, including the top days of the week for search.


The report analyzed search and social media data and trends around Google, Yahoo/Bing and Facebook. It's based on more than 500 billion Google and Yahoo Bing ad impressions and some 400 billion Facebook post impressions gathered throughout 2014.


The key take-aways:

  • Google Shopping Ads grew dramatically over the holiday season as expected, outperforming text ads eight times over.
  • Digital advertising continues to become more efficient with click-through-rates (CTRs) growth outpacing cost-per-click (CPC) growth.
  • Certain days of the week are better than others for certain ads — for example, Sunday is best for mobile ads, Monday for desktop ads and Friday for Facebook ads.
  • Despite a change in Facebook's algorithm that forced businesses to buy more ads, retailers still turned to Facebook during the holiday season to drive sales.


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Electronic billboards are going to know who's watching them

Electronic billboards are going to know who's watching them | Digital Brand Marketing | Scoop.it

Those electronic billboards that adorn highways are dumb displays, and a new startup called Pecabu wants to smarten them up.

“Digital outdoor advertising is mostly really stupid,” CEO and founder Rob Smith told VentureBeat. “There’s no feedback, no results, no targeting, no metrics.”


“Online ads are murdering DOOH [the digital, out-of-home advertising market],” he added, because of online’s ability to target audiences and then have some idea of what works.


The San Mateo, Calif.-based Pecabu today announced the beta launch of three new products that intend to change how ads in the DOOH market are placed and priced. Also announced: Series A funding of $5.5 million.


“We’re trying to mimic the online model and move it to the outside world,” Smith said.


One of the company’s three new products, called CineGraph, is a smart DOOH advertising platformthat places targeted ads on outdoor electronic displays and detects viewers — even if they are whizzing by in their cars.


It matches that real-time assessment of viewers with data about area demographics, weather, geolocated user data, and other information to determine what kind of ad would be most effective on that particular billboard or other outdoor electronic display, such as at a bus stop.

This compares to the current model, where advertisers have only a general sense of what would work on a given billboard.


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50 Percent Of Ad Agencies Not Sure They're Getting Good ROI From Online Video Ads

50 Percent Of Ad Agencies Not Sure They're Getting Good ROI From Online Video Ads | Digital Brand Marketing | Scoop.it

Traditional ad agencies are increasingly interested in online video, but a recent survey reveals that half of those already doing online video ads aren’t sure if they’re getting good value from those purchases.


Strata Marketing, a media buying/selling software company owned by Comcast, recently released its 2014 4th Quarter Agency Forecast Survey. The company received replies from 80 of its client agencies in the U.S. — not a huge sample, but the numbers are still interesting.




The uncertainty extends to video ad targeting, as shown on the right above, with only four percent saying they “always” reach their intended audience, and 79 percent saying either “most of the time” or “sometimes.”


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Deloitte: CMOs are Begging for Digital Marketing Intelligence

Deloitte: CMOs are Begging for Digital Marketing Intelligence | Digital Brand Marketing | Scoop.it

Digital marketing is challenging most CMOs because their job is to take the information they’re given and plan their strategies around it. But the volume and diversity of data that is now available from marketing campaigns is pushing the limits of their data analysis skills. This is part of what’s been driving the trend we’ve been observing for years of marketing being a fundamental driver of investment in IT and related tech services.


It’s not entirely their fault. In the past, CMOs have not generally been hired for their data modelling abilities – other skills have been prioritized. Developing algorithms to break down oodles of data into easily-understood insights, or even overseeing the creation of such algorithms, simply falls outside of the skillsets of most CMOs. Marketing abilities have mainly been evaluated by perceived performance in past roles, which has always been difficult to quantify objectively with traditional marketing methods such as radio, print and television.


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How Display Advertising Influences Search Marketing: A Closer Look at Attribution

How Display Advertising Influences Search Marketing: A Closer Look at Attribution | Digital Brand Marketing | Scoop.it

While the multiple tools you use to market your auto dealership are closely interrelated, it’s less clear the impact each tactic has upon the others and what implications this means for your business. Of course, you can always connect the dots when a customer tells you they’re purchasing a car because they saw your TV ad. However, you need to take a look at your core metrics much more carefully when you want to determine how display ads influence search marketing for your company.


A recent report conducted by Harvard Business School explored the implications of the relationship between display ads and search marketing, and delved deep into the concept known as attribution. This process analyzes user actions to look at the chain of events that result in a desired action; in the case of your dealership, the goal is a car purchase. The study’s findings were significant.


Display Ads Have a Critical Impact on Search Marketing


When you’re dedicating sizeable marketing dollars to an online marketing campaign, you need to know how each method is performing and determine the best ways to make each more cost-effective. The HBS study found that display ads were effective in increasing search traffic, as well as more clicks on search results and more product purchases. Here, the phenomenon of attribution demonstrated how display ads influence search marketing: there is a direct correlation between dynamic display marketing and the increase in search volume, click through rate, and sales conversions.


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Advertisers look for in-house solution to problem of Digital Media Transparency

Advertisers look for in-house solution to problem of Digital Media Transparency | Digital Brand Marketing | Scoop.it

New research from advertising technology and services company AudienceScience claims that only 27 per cent of advertisers feel that having the most talented media agency contributes to the success of their digital advertising campaigns, while 46 per cent of overall advertisers overall and and 56 per cent spending £40m plus of believe that a deeper in-house knowledge of digital advertising technology will be the most important factor in bringing them digital advertising success. 43 per cent of advertisers plan on bringing more responsibility in-house for digital planning within the next 12 months.


The research was carried out for advertising technology and services company AudienceScience with the International Advertising Association, Warc and M&M Global. Interviews were conducted by InSites Consulting in Spring 2014 worldwide including 486 working in agencies, 82 senior advertisers, 189 at media/tech companies and 38 consultants/academics in the media industry.


AudienceScience chief revenue officer Mark Connolly says: “Global digital advertising is nearly a $140 billion industry and advertisers continue to spend more and more in digital. Our research shows that although the way advertisers buy media is changing, opacity and complexity of media trading remain a major problem for the industry. Advertisers are starting to respond to this lack of transparency by taking ownership of their digital advertising away from media agencies and by adopting enterprise technology that ensures transparency and control in-house.”


The lack of transparency in media trading still remains a huge issue for advertisers: 69 per cent of advertisers feel that media trading transparency across the industry has stayed the same or declined, reflecting the general feeling that the lack of transparency into all costs associated with digital advertising is the biggest problem with digital advertising today. 43 per cent of advertisers believe that there are still too many vendors and middlemen associated with buying digital advertising space.


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