Advertiser Campaign Management
Article | August 12, 2022
In the last year, streaming adoption has grown throughout the UK. We spent more time at home, and many of us turned to new, digital forms of entertainment. But even now with the UK open, many consumers continue to appreciate some of the habits they adopted over the last 16 months, including streaming.
Through a recent Kantar study, we learned that 84% of Amazon customers surveyed in the UK are either cord-stackers (viewers who watch both streaming and broadcast or satellite content), or cord-cutters (viewers who only stream content). This sends a clear message. It’s not just early adopters streaming content. It’s the majority.
Furthermore, video gaming and e-sports are also on the rise—consumers in 600,000 households started playing console games on their TV in 2020 in the UK, France, Germany, Italy, and Spain, according to Kantar’s Worldpanel ComTech data. In the UK, e-sports is increasingly popular with nearly 1 in 4 TV viewers streaming e-sports. And where are many gamers watching other gamers? On Twitch. There are now 30 million average daily users on Twitch from 230 countries. Consumers in the UK are also streaming more podcasts, music, and other audio content, year over year.
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Retargeting
Article | July 20, 2022
Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic.
Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads.
Why are advertisers so keen on utilizing mobile ad campaigns?
Mobile Ad Campaigns Speak the Revenue Language
Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista).
Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go.
“The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!”
- Nihal Mehta, Founding General Partner at Eniac Ventures
Mobile Advertising Covers All the Bases
Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because:
They are cost-effective
Allow geo-targeting
Get a quick response
Can be easily tracked
Let us look at all the tricks that can help you optimize your mobile ad campaigns.
Grab the Users’ Attention
Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals.
Adding Value Through Your Messaging
Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users.
Don’t Underestimate Visual Appeal
Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye.
Remember, Brevity is the Soul of Wit
The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them.
Wrapping It Up
Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.
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Social Media Advertising
Article | July 13, 2022
Creating ad campaigns is a gamble. As advertisers, you are never sure if it was optimized enough, have no idea which micro-targets it resonates with the most, and it could take up to a year to determine the campaign’s sales impact. Market trends change by then. However, AI-powered ad creative can turn things around for you. You will know exactly what aspects of the ad resonate with your target demographic.
“It’s a welcome change for creatives, who find it empowering because they can think more broadly, experiment more, and learn faster,” says David Olesnevich, Head of Product at IBM Watson Advertising
“It’s a welcome change for creatives, who find it empowering because they can think more broadly, experiment more, and learn faster,” says David Olesnevich, Head of Product at IBM Watson Advertising
Let us take a look at what an AI-powered creative can do for your ad campaign:
Instant Optimization
AI-powered creative can be optimized instantly, not just for display ads but also for OTT video ads. You don’t need to spend extra time or resources to scale your optimization efforts.
Multiple Variations
Elements in AI creative can be varied and combined with music tracks, sound effects, voice-overs, scripts, video clips and sequences, hero shots, text overlays, end cards, and calls-to-action.
Easy Scaling
AI-powered creative ad campaigns are easy to scale across sectors for micro-targets defined by demographics, psychographics, life stage, customer journey stage, purchase behavior, and other KPIs like video completion, app installs, site visits, form-filling, purchases/conversions.
Enhanced Targeting
This technology can target your desired demographic based on message resonance. Consumer characteristics that respond to different message element combinations can help create persona profiles.
Brand advertisers like you need to prepare themselves for a cookie-less future with Google phasing out third-party cookies by 2023. Additionally, you need to also take into account Apple ending the IDFA (ID for Advertising). Figuring out micro-targets will get tougher because of these factors. You will have to harness solutions that respect consumer privacy without depending on the traditional advertising identifiers that will no longer remain.
Creative Professionals Can Better Maximize Client ROI
AI-powered creative is a modular and smarter way to develop ads. It takes the guesswork out of advertising with more actionable information to enhance brand campaigns and how they deliver a higher ROI.
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Social Media Advertising
Article | July 6, 2022
Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner.
Why CX Should be a Priority While Making Ads?
Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology.
Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads:
Context is Key
Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX.
Value Addition Works
Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience.
Use Technology Wisely
If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience.
Rules to Remember While Making Ad Creatives
Do not treat your audience as a set of data points
Platforms are dynamic so you need to adapt to the changes in time
Use technology to meet the expectations of your audience but don’t abuse it
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