A Blockchain Based Eco-System for Next Level Digital Advertising

| February 19, 2018

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Joors ad-tech and media/telco platform will enable advertisers, service and content providers to reach mobile phone users with various kinds of adverts, apps, services, content etc, and to reward these mobile phone users with e.g. mobile data or other means of compensation. By launching a blockchain platform based on TrueChain’s state of the art technology, Joors with partners will establish the basis for an ecosystem of solutions around mobile data and advertising. This will enable further enhanced growth possibilities as well as improve the overall market efficiency in particular in emerging and under-developed markets. These markets tend to be “mobile only” or at least “mobile first” when it comes to consumer internet interactions. This white paper describes the architecture and underlying rationale of the JoorsChain ecosystem.

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OHare and Associates

OHare & Associates is a proven leader in matching individuals with advertising experience with Agencies and Clients in need of good talent. Our expertise is in Media, Account, Strategy, Planning, Creative and Production including; Digital, Integrated, D/R, Healthcare, etc. We have facilitated literally thousands of successful matches and have touched the lives and careers of countless more. It is likely that we have have assisted many of your colleagues and competitors with a career step or sound career guidance. Everyone touts that they are insightful, talented, knowledgeable, dedicated, etc., etc. But unlike them, we are prepared to prove our successes with hard numbers .

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Think Bing and Beyond: the evolution of video advertising post pandemic

Article | June 1, 2021

Nate Burke, CEO of Diginius, a London-based technology company, who specialise in digital marketing and ecommerce solutions, discusses the growth and exciting future prospects for video advertising, particularly for those seeking unique ways to promote products in a saturated online marketplace. Over recent years, there has been increasing focus on the use of video in just about every marketing context. And as it would seem, all the events and shifts in the market that have occurred ever since have only played into the success of the audio visual format. Take the coronavirus pandemic as a prime example. Lockdown restrictions and stay at home orders across the globe have catalysed our consumption of video content. For anyone sceptical of this statement, just take the sweeping influx of TikTok users, and consequently, development of Reels, Livestream services IGTV and Stories features across social media platforms. These video-based formats often provide a more entertaining and engaging way to consume content. And at a time when we have been looking for just about any way to fill gaps while stuck at home, videos have offered moments of escapism and connectivity, despite people never being so physically far apart. The video content we have consumed has varied from DIY tutorials for making face masks or home renovation projects, through to product reviews and demonstrations for items we would typically like to see in person and in store. And although restrictions are beginning to ease and these in store experiences can resume, many consumers will have adjusted to the new way of doing things, particularly with regards to online shopping and decision making. Therefore, no longer is it enough to simply enable the purchasing of your products through an online channel. Rather, brands need to be supporting every step of the customer journey through their digital offerings, including the awareness, research and post-purchase service stages. And thanks to the continued development of online advertising tools, this is now more viable than ever. For example, the social media features mentioned previously can all be used for advertising purposes too. Whether it’s enticing brand videos posted to your own feed, or promoted via each platform’s advertising network, or even an influencer partnership, whereby a famous face shows your product in action, there are countless ways to get word of your product out there with video. Similarly, YouTube ads have long been praised for being a cost-effective way to earn greater digital reach through better engagement and creativity. As the second largest search engine in the world in terms of number of searches, it’s easy to understand why video advertising on the platform is so beneficial. But while it might be one of the largest, YouTube certainly isn’t the only worthwhile search engine to be advertising on. In more recent times, the sophistication of other search engines, including Google and Bing, have created a strong case for businesses to include video consideration in their SEM strategies too. For example, we’re probably all familiar with the increasing favourability and better integration of YouTube videos displaying on results pages. And although this is separate to PPC advertising, it does require considerable effort in terms of SEO in order for videos to rank. However, more recently, and we suspect moving forward, there is room for the use of video in these traditional PPC search advertising platforms too. In fact, Bing is currently rolling out a video extension feature to its ad accounts, allowing advertisers to include a 6 - 120 second clip in their search ads. On desktop, a thumbnail for the video will be shown to the right of the copy, which when clicked, the video plays in an overlaying window. On mobile, the video simply plays in the frame with ad copy still visible below. As well as helping to secure greater real estate space on the results page, these videos make ads more engaging and can even enable businesses to provide more information about the brand, product or service beyond what is permitted in the copy. Therefore, for businesses looking to implement a strong video strategy, Bing can help you maximise the return on investment required to produce such pieces of content. As well as making use of video to improve PPC efforts, the search engine definitely appears to prioritise the format more than other platforms do. Just a quick search for big name brands, such as ASOS and Sainsbury’s, will show you just how easily the search engine integrates branded and user generated video content, when compared to the likes of Google. Again, with videos that are appropriately optimised, there is great potential to increase the space taken up on the all important first page of results. As well as this, you can provide searchers in the awareness and research stages with greater information and a better brand experience through content in a more engaging format to increase the chances of a conversion. In terms of PPC advertising, the use of video is at no greater expense to the business. Video clicks are charged at the same rate as call to actions or website click throughs, and like in the traditional form, only the initial click incurs a cost. Therefore, users can click to watch the video, and then press the button to call, enquire or visit your website, and despite having spent more time immersing themselves in your brand, there will be no additional price to pay. Undeniably, video advertising is becoming increasingly intelligent, providing businesses with much more opportunity to showcase their products in an engaging way, which can help break through the white noise of the saturated online marketplace. But interestingly, I believe this is only the beginning of what is possible with the format, particularly when it comes to PPC in search. As the retail world recovers from the disruption of the pandemic, and businesses really begin to home in their strategies to accommodate users’ new found preferences in the age of post-lockdown, the creative use of video will become an ever-growing key tactic in advertising.

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Be brave with your advertising – in difficult times, your consumers need you

Article | March 26, 2020

Brands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will. The most common question I’ve been asked by brands in the past two weeks is: “Should we continue to invest in advertising during the coronavirus outbreak, when so many people are isolated?” Marketing Week’s own figures show that many marketers are delaying their campaigns during this time. The truth is, none of us really knows the answer, but I can’t help but feel that for consumer brands this is the time to show that your brand matters. During times of uncertainty and hardship, we look for support, reassurance and even entertainment from brands we trust. It’s in uncertain times when we’ll need and remember you the most.

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Going Beyond Google to Gain New Customers With Search Advertising

Article | April 1, 2020

Paid search remains a key digital advertising strategy for gaining customers, and Google is the dominant player in search engine marketing, but companies are now looking to diversify their search ad spend to lessen their dependence on the tech giant and achieve more cost-effective conversions. Google's share of the global search market is nearly 89%. The second largest is Yahoo, with 2.7%. Although Google's hold on the industry is strong, it has recently been challenged by concerns regarding possible antitrust violations, inflated click prices for keywords, and its acquisition and bundling of ad tools.

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Dominate with Branding and Advertising in Your Business in 2021

Article | June 20, 2021

So, you have created a great product or service but still it’s not giving back the result you were expecting. The point here is, no matter how much you publicize the greatness of your product or service, that alone won’t guarantee success. In the consumer marketplace, you must also establish a unique, memorable, trustworthy profile by capturing consumers’ attention. The key to accomplishing this is Branding and Advertising. The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. Let’s see the difference between Branding and Advertising, and then, we’ll see what is Brand Advertising.

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Spotlight

OHare and Associates

OHare & Associates is a proven leader in matching individuals with advertising experience with Agencies and Clients in need of good talent. Our expertise is in Media, Account, Strategy, Planning, Creative and Production including; Digital, Integrated, D/R, Healthcare, etc. We have facilitated literally thousands of successful matches and have touched the lives and careers of countless more. It is likely that we have have assisted many of your colleagues and competitors with a career step or sound career guidance. Everyone touts that they are insightful, talented, knowledgeable, dedicated, etc., etc. But unlike them, we are prepared to prove our successes with hard numbers .

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