Advertiser Platforms
Article | August 2, 2022
As a veteran of two NASA space flights, no one knows more about social distancing than Mike Massimino (pictured at top). It's something he experienced first-hand and well before it became a societal requirement. Massimino, the first person to tweet from space and author of SPACEMAN: An Astronaut's Unlikely Journey to Unlock the Secrets of the Universe, is just one of the many esteemed names appearing in the Science Channel special Hubble: Thirty Years Of Discovery airing this weekend, a celebration of the thirtieth anniversary of NASA's groundbreaking Hubble telescope.
Read More
Retargeting
Article | July 20, 2022
Zapier announced its Customer Match feature is now more widely available for Google Ads to all eligible users. As an expert Google Ads agency that uses Zapier’s automation features in our own campaigns, our team knows how useful Customer Match is to reach advertising goals and increase return on investment (ROI), making its expanded capabilities for Google Ads big news. This article will introduce the Zapier and its Customer Match tool, tell you how to get started using Customer Match for Google Ads with Zapier, and outline its benefits for first-party audience data in ad campaigns.
Read More
Display Advertising
Article | July 8, 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.
Read More
Article | April 16, 2020
Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.
Read More