A Guaranteed Opportunity in Programmatic Advertising

| February 7, 2018

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Automation and digital technologies are bringing big leaps in effectiveness and efficiency to many industries by extending reach, speeding up interactions, streamlining processes, and replacing manual and paper-based activities. As more and more advertising spending has moved online in recent years, automated, or programmatic, processing of ad sales and campaign execution has built significant share of the digital market.

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Lippincott

Lippincott is a global creative consultancy. We bring to our clients’ toughest challenges the acumen, rigor and preparedness of a premier business consulting firm — and the spirit, courage and imagination of a world-class innovation and design agency. For the past 70+ years, our global teams have partnered with the world’s leading companies to blend business acumen and pioneering creativity, a practice known today as “design thinking.” As a result, we build brands that emotionally connect, drive innovation that powers growth and shape culture for enduring impact. We’ve taken Starbucks beyond coffee, helped Delta achieve new heights and partnered with Samsung to disrupt new categories. We help leaders succeed on the edge of change.

OTHER ARTICLES

How Online Tracking and Bloated Ad Tech Impact the Customer Experience

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The retail landscape is more crowded than ever. Nearly every day, a new brand pops up seeking consumer attention and buy-in across the globe, and this intense competition has fostered some questionable practices in the world of digital advertising. Hungry for impressions, retailers and online brands have invested billions into powerful advertising technology with the ability to collect very personal information on each customer in order to deliver them extremely, almost dangerously, targeted ads. As the retail experience shifts away from brick-and-mortar stores and hones in on e-commerce, retailers of all sizes will continue to spend egregious amounts to capture consumer sentiment.

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YouTube, auditor spar over transparency of ads

Article | April 19, 2020

Google wants to substantially limit the information a key auditor of YouTube can share about the risks of advertising on the video service, according to people familiar with the situation, highlighting tensions between the tech giant and Madison Avenue. The auditor, New York-based OpenSlate, is refusing to sign a contract that would prevent it from reporting to clients when ads have run in videos with sensitive subject matter, including hate speech, adult content, children's content, profanity, violence and illegal substances, according to an email the firm sent this weekend to ad agencies.

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3 Facebook Ad Ideas to Get Your Content Seen by Your ‘Perfect’ Audience

Article | June 21, 2021

You have countless ways to promote your content online, but one of the most effective is Facebook ads. With over 1.8 billion daily active users, you can almost guarantee your audience is there. You just need to learn how to get your content in front of them. Given a Facebook post’s organic reach is in the single digits, your time is best spent making the advertising side work for your content. In this guide, I detail three of my most effective ways to promote content using Facebook advertising (without ever touching that boost button.) 1. Create a “content bucket” campaign to reach new fans Many content creators are focused on more. They want more fans, more readers/listeners/viewers. With that in mind, focus first on growing your audience by reaching people who are unfamiliar with your brand or your brand’s content – but who would be interested in your topic. My “content bucket” campaign idea works so you don’t have to spend too much time creating big Facebook campaigns for every piece of content you publish. The concept is simple: You create one campaign. Every time you publish a new piece of content, add it to that campaign. Let me walk through how to set this up: Head into your Facebook ads manager and click on “create new campaign.” Pick an objective based on the content. If it’s a Facebook video, pick video views. If it’s a blog, podcast, YouTube video, or other non-Facebook content, select traffic.

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Verizon’s new marketing tool sets emails to arrive when you look at your inbox

Article | April 10, 2020

Verizon quietly introduced a new email marketing feature yesterday that it calls “View Time Optimization,” which the company says automatically times emails from companies to arrive the moment you’re looking at your email inbox, so it sits at the very top as a new message. The service is part of Verizon’s suite of email and web advertising properties, which includes AOL and Yahoo, and well-known programmer David Heinemeier Hansson (the inventor of the Ruby on Rails web application framework) called out Verizon on Twitter on Friday for what he calls an “Orwellian” ad placement tool.

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Spotlight

Lippincott

Lippincott is a global creative consultancy. We bring to our clients’ toughest challenges the acumen, rigor and preparedness of a premier business consulting firm — and the spirit, courage and imagination of a world-class innovation and design agency. For the past 70+ years, our global teams have partnered with the world’s leading companies to blend business acumen and pioneering creativity, a practice known today as “design thinking.” As a result, we build brands that emotionally connect, drive innovation that powers growth and shape culture for enduring impact. We’ve taken Starbucks beyond coffee, helped Delta achieve new heights and partnered with Samsung to disrupt new categories. We help leaders succeed on the edge of change.

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