Creating Great Ads: CX Should Surpass Technology in Priority

Apurva Pathak | July 6, 2022 | 435 views | Read Time : 01:45 min

Creating Great blog
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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Combat Video Ad Fatigue with Audio Advertising

Article | May 11, 2022

As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic. After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats. Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience: Audio Advertising: Superpowers Explained Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages: Audio Ads Offer Immersive Experience A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad. They Have a Greater Reach Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams. They Are Insightful and Creative Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive. Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers. Smart Speakers Are Changing the Game Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result. Summing It Up Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.

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Power up Your Mobile Ad Campaigns with These Four Tricks

Article

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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Podcast Advertising: A Promising Avenue for Result-oriented B2B Ad Campaigns

Article | May 20, 2021

Marketers in the B2B domain have a multi-channel approach to marketing because they target companies as buying groups. B2B marketers are leveraging podcast advertising with the help of advertisers, creators, and publishers for brand building and generating leads. They leverage up-and-coming avenues of advertising, most of which are a part of digital media channels. One such avenue is podcast advertising. Podcast advertising is emerging as one of the fastest-growing digital media channels for advertising. It is estimated to grow to more than $2.13 billion in 2022, according to a study by the Interactive Advertising Bureau and PwC. But, what is driving this growth? Engagement. People are finding podcasts more engaging than ever. Consequently, the demand for podcast ads across all categories is growing. Dynamic Ad Insertion (DAI): The Rise of Automated Ad Tech Dynamic ad insertion is a form of programmatic advertising that uses first or third-party data. This data comes from the device playing a podcast, a device user agent, the device’s IP address, and what episode is requested, to serve ads to a target demographic. The ad server of the podcast hosting platform decides which ads should be stitched into a particular podcast episode. If done well, the audience will never know the difference between a dynamically inserted ad and a baked-in ad, which is a permanent part of the audio of the podcast. Podcast hosting platforms, advertisers, and publishers adopted DAI because it helps brands win contextual relevance and efficiency through granular advertising opportunities. Through custom audio ads that appeal to the target audience, dynamic or seasonal geo-targeted ads, measurable variables, and performance data, DAI gives advertisers good control over podcast ad campaigns. This control allows them to tailor the campaigns based on the marketers’ demands. DAI is evolving and has great potential in transcription-based targeting using AI and machine learning. It also has greater creative interactivity to make audio ads engaging through voice interactivity, personalization, and mobile phone engagement. A podcast advertising example using DAI would be a brand creating multiple versions of pre-recorded audio ads that are served to target audiences on any podcast that meets the campaign criteria. Podcast Advertising Anchors Digital Marketers for Effective Outreach Edison Research’s Podcast Consumer 2017 report found that:  24% of people between the ages of 18 and 54 listen to podcasts monthly  Listeners are almost evenly split between men and women  Listeners tend to be affluent, mainly educated consumers  In the 25-54 age bracket, monthly listening has grown year over year for the past four years These stats demonstrate the growing market for podcast advertising and a very stable demographic that B2B marketers would want to target. Marketers rely more on podcast advertisers and platforms to tap into the potential of podcasts as a media channel. Here are some of the ways in which podcast advertising can enhance B2B marketing plans and bring in more conversions: Listener behavior expansion− By understanding what kinds of podcasts the target audience listens to, marketers can create ads that appeal to them, and advertisers can help them get the perfect spot for the ad campaign to make it more successful. Pivoting messaging is easier− Using different voiceovers, marketers can deliver the same message but elicit a different reaction from their target audience. Recycling old ad files is also a viable option to save time and resources. Human connection− Hyper-personalized targeted ads relevant to the podcast content create a human connection with the audience and can influence their opinion about a brand. Personal influence− Podcast hosts create a personal influence on the listeners so they keep tuning in to the podcast and even listen to the episodes again after a period. Ads on such podcasts receive stronger engagement and response. Additionally, hosts can also relay brand messages to listeners and influence their buying decisions. Regional marketing− Podcasts are a great way to connect with a target demographic residing in a certain geographical area. Geo-targeting is a boon for region-specific marketing endeavors. Effective storytelling− Podcasts can fuse autonomous sensory meridian response (ASMR) for immersive storytelling to impress listeners. The continuity and power of an engaging narration keeps the listeners subscribed and attached, ensuring that any kind of advertising on such podcasts can reach a wider audience. Advertisers Are Helping B2B Marketers Generate Revenue According to a forecast by IAB (Interactive Advertising Bureau), podcast advertising revenue will exceed $4 billion by 2024. Marketers are dependent on advertisers to tap into the podcast advertising potential to generate revenue in the following ways: Demand Generation An estimated 62 million Americans (Source: Edison Research) listen to podcasts, and this number is expected to grow. An interview by a product expert on an industry-relevant podcast can help get leads without wasting any budget on creating awareness, making it cost-effective. It’s no wonder LinkedIn and HubSpot have started their own podcast networks to host business and career-related content. Brand Building & Customer Retention Apart from using podcasts to generate leads, it can also help with brand building. Sponsoring a popular and relevant podcast episode can create a brand’s reputation and trust. It can also help retain existing customers as sponsorships demonstrate a continuous commitment to industry growth and development. Ad Effectiveness 75% of podcast listeners were happy with the purchase they had made from podcast ads (A Study by Voices, the #1 voice marketplace). This goes to show that podcast advertising brings out expected results and conversions without compromising the customer experience or opinion. Podcast as a Medium for Thought Leadership Podcasts are a great medium for B2B thought leadership. They are a free space to express expert industry opinion, talk about the current industry trends, address the pain points of the customers, discuss tech advancements, and create a personal connection with the listeners. Tailored thought leadership content can fuel brand engagement and bring in leads that convert because of brand trust. Feedback gathered through interactive content can help B2B marketers create personalized marketing plans to align their goals with ad campaigns better. Podcast Ads: Taking the First Step Before you step into the world of podcast advertising, make sure you consider aspects like target demographic, podcast ad pricing, industry/brand relevant podcasts, ad purchasing, the reputation of the podcast advertising network, and podcast advertising platforms. Policygenius, a New York-based insurance agency, invested early in podcast advertising through Ad Results Media, an ad agency. Policygenius achieved its ROI goals, and its media spending increased by 10x in two years. You can buy podcast ads directly, through a podcast advertising network, or programmatically. To track the success of your ads, use KPIs like unique listeners, ranking and reviews, subscribers, social sharing, and episode-by-episode metrics. Wrapping It Up Podcasts can be a great advertising avenue for B2B companies to influence their buying groups and create new customers. Its monumental growth as a media channel and its ad revenue over the past couple of years indicate that it is here to stay and should be harnessed for a wider reach and bigger sales numbers. FAQ What is the role of podcast advertising networks? A podcast advertising network is a full-service podcast advertising solution that maintains podcast ad inventory and manages ad campaigns for marketers. How is podcast advertising different from traditional advertising methods? Podcast advertising uses automated ad tech to create dynamic ad campaigns across relevant podcasts, while traditional advertising methods focus on print ads, outdoor billboards, and cable television. Which are some popular podcast advertising platforms? Some popular podcast advertising platforms are Midroll, AdvertiseCast, PodGrid, and Archer Avenue.

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Netflix Opens Doors to Ads After Subscriber Count Takes a Nosedive

Article | May 11, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

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OneScreen.ai Launches Most Comprehensive Public Directory of Out-of-home (OOH) Advertising Inventory and OOH Providers

OneScreen.ai | August 04, 2022

OneScreen.ai, the marketplace provider for buying and selling out-of-home (OOH) advertising, has launched the most comprehensive public directory of OOH advertising inventory with more than 3,200 OOH providers, including media companies, vendors and agencies, and more than 864,000 media listings across various categories, including billboards, street furniture, transit, and more in 340 different formats. OOH providers accustomed to manually managing inventory, long sales cycles, and time-consuming processes can now utilize a free, searchable listing in OneScreen.ai’s directory and a suite of free tools to seamlessly manage their inventory in one place, accelerate sales conversations, and become easily discoverable by potential buyers. OneScreen.ai’s robust directory is the basis for building the first public ecosystem in OOH that allows providers to interact openly and freely with buyers and marketers. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “While other directories exist in the OOH space, none are democratized — completely open and public, without a third party intermediating to keep sellers from interacting with buyers. Now, that is no longer the case. We have incredible respect for the OOH industry’s tremendous and long-standing growth, and our mission is to continue working collaboratively with industry friends and partners to even further accelerate the success of OOH.” Media owners are able to upload, edit, and sell their inventory directly from their listing. They are also given access to free tools like campaign building, embeddable maps, and invoicing that make their inventory more accessible, discoverable, and easier for marketers to buy. OneScreen.ai invites OOH providers to claim or request their free listing and complete their profile. For more than a year, the OneScreen.ai team has worked closely with hundreds of buyers, sellers, advisors, and facilitators in the OOH industry to ensure its platform and tools solve real-world problems. Based on collaborations and partnerships with dozens of OOH providers, the company has developed multiple solutions in sales enablement, inventory management, and invoicing. “OneScreen.ai is an advocate for the OOH industry and a resource that allows my company to run more efficiently and effectively,” said David English, Vice President at AD-Trend Outdoor Advertising. “OneScreen.ai truly understands outdoor advertising, both how and why it works. I'd encourage any outdoor advertising company to have a conversation with them and learn how OneScreen.ai will help grow your business in a multitude of ways. They are at the forefront of changing the industry, and we love everything they are doing for companies like mine. The working relationship that Ad-Trend and I have with OneScreen.ai is irreplaceable." "Before using OneScreen.ai, I used generic charting and graphing programs,” said Richard Kennedy, owner of Kennedy Outdoor. “But once I reached 40-50 billboard faces, it became tough to manage everything through manual processes and spreadsheets – not to mention the space and data it took up on my computer. OneScreen.ai has allowed me to put all of my inventory in one place, and it's all hosted through their online platform." Join a live walk-through of the directory tomorrow, Thursday, August 4, 2022, at 4:00 p.m. ET. Save your seat at: https://www.onescreen.ai/webinar/lets-walk-through-the-directory OOH providers can claim their free listing in OneScreen.ai’s OOH directory at: https://www.onescreen.ai/get-listed About OneScreen.ai OneScreen.ai is accelerating the growth of real-world advertising by making it easier to buy and sell out-of-home (OOH) ads – from billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants. OOH advertising is the only traditional ad medium still growing, and OneScreen.ai is making the entire industry more streamlined and connected with one centralized space for marketers to buy, deploy, and measure OOH advertising and for media owners to sell, manage, and invoice their inventory. Founded by former executives and alumni from Google, HubSpot, and Wayfair, OneScreen.ai earned a Great Place to Work Certification in 2022. The company is a member of the Out of Home Advertising Association of America, Inc. (OAAA), Digital Place Based Advertising Association (DPAA), World Out of Home Organization (WOO) and Geopath. To learn more, visit www.onescreen.ai and follow on LinkedIn and Twitter.

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Global Social Media Ad Spend Jumps 19% Year-over-Year

Emplifi | August 05, 2022

Emplifi, the leading unified customer experience platform, revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide. The report findings highlight a rebound in median monthly global ad spend compared to the same period last year, a decrease in the median monthly click-through rate (CTR), a slight uptick in median monthly cost-per-click (CPC), and steady engagement on Facebook and Instagram. The data also shows a slight decrease in brands’ response rate to customers who ask questions on social media. Brands increase investment in paid social media After seeing a notable post-holiday drop in Q1 2022, median global monthly ad spend among brands rebounded by 18% in Q2 2022, climbing back above USD 4,200 – a figure close to the year-high level that was seen in Q4 2021. With this quarter's rebound, median monthly ad spend has increased 19% YoY, suggesting that brands are allocating more budget to reach their target audiences via paid social. Click-through rate (CTR) continues to decline Emplifi data shows that median monthly CTR has been steadily decreasing over time, dipping below the 1% mark in Q1 2022. This past quarter tells a similar story, with CTR lowering to 0.93%, signaling a 11% drop YoY. Despite this decrease, businesses can continue to depend on social media advertising to return value, as engagement remains fairly stable when consumers interact with paid social posts. Median cost-per-click (CPC) remains stable While CTR has steadily decreased, Emplifi data shows that CPC remains relatively stable despite some fluctuations in recent quarters, hitting $0.20 in Q2 2022. With average CPC rebounding this quarter after seeing a drop at the beginning of the year, it will be interesting to see whether this is a quarterly fluctuation or the start of an upward trend. Instagram still dominant in engagement After seeing a steady decrease since Q2 2021, median Facebook post interactions saw a slight bump quarter-over-quarter, reaching their highest level since Q3 2021. However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per 1K impressions on Facebook, a 15% decrease year-over-year. When it comes to industries, the strongest performers for engagement on Facebook were brands in the Industrial (9.79) and Accommodation (9.04) sectors, while the lowest performers were Ecommerce (2.80), Retail (3.64), and Fashion (3.90). Instagram continues to show much stronger engagement than Facebook, with about 32 interactions per 1K impressions in Q2 2022, which is on par with what has been seen across the past year. Brands in the Beverages (47.37), Alcohol (46.83), and Software (45.11) sectors saw the highest levels of engagement, with Retail (17.71), Telecom (21.58), and Ecommerce (22.81) brands lagging. TikTok versus Instagram In an analysis of sister TikTok and Instagram accounts across 330 brands from January-June 2022, Emplifi data shows that brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok. Either way, both platforms have shown an upward trend over six months in terms of engagement rate, peaking in June 2022, reconfirming user interest for engaging video content. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok's surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.” Twitter shows the fastest response times to questions Emplifi data shows that median response rates for brands answering questions on Facebook and Instagram decreased slightly in Q2 2022. On Twitter, after some mild fluctuations, response rates have returned to a similar level from the same time last year. When looking at engagement by industry, Beauty, FMCG Food, and Home & Living brands had comparatively higher response rates to user questions on social, while Automotive brands had lower response rates across all three social media platforms. In terms of the time it took for brands to respond to questions, Instagram and Twitter saw slight bumps quarter-over-quarter, while Facebook saw a decrease for the second straight quarter. Examining the data by industry, some brands have the slowest response times on Facebook (alcohol, beauty, FMCG food, home & living, service), while for other brands, it's on Instagram (automotive, ecommerce, electronics, fashion, retail). However, except for one industry (FMCG food), Twitter typically sees the fastest response times among the three networks examined. Methodology Emplifi's analysis is based on Q2 2022 data and year-on-year comparisons downloaded at the beginning of July 2022. About Emplifi Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,000 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.

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Mindworks, Mintegral's Creative Studio Launches Drag-and-Drop Editor for Playable Ads

Mintegral | July 13, 2022

Mindworks by Mintegral recently announced updates to Playturbo, its self-service element-based creative production platform for playable ads. The Playturbo platform now provides hundreds of premium playable ad templates and a new drag-and-drop feature giving complete control over production in just a few clicks. Playable ads have quickly become one of the most popular ad formats among apps and brands due to their premium user experience, accessibility, and superior conversion performance. And while playable ads are effective, they are typically expensive and time-consuming to produce, posing a significant challenge to scalability. Playturbo's zero-coding, drag-and-drop online editor aims to solve this problem with an 85x improved efficiency and 60x cost savings compared to other video creatives. Playable ads created on Playturbo can be exported and deployed across all the major ad networks on the market. In addition, your creatives' language, device orientation, and package size can also be altered in a few clicks – helping you succeed in the global market. Games, apps, eCommerce, and brands all stand to benefit from the playable template library, which offers premium images, text, background music, CTAs, videos, and effects. About Mintegral- Mintegral is an AI-driven, programmatic, and interactive advertising platform dedicated to helping clients bridge the gap among the world's most valuable markets. As a leading global mobile ad platform with an in-depth understanding of local markets, Mintegral provides a one-stop mobile advertising solution to help brands and apps overcome cross-regional challenges and scale globally.

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OneScreen.ai Launches Most Comprehensive Public Directory of Out-of-home (OOH) Advertising Inventory and OOH Providers

OneScreen.ai | August 04, 2022

OneScreen.ai, the marketplace provider for buying and selling out-of-home (OOH) advertising, has launched the most comprehensive public directory of OOH advertising inventory with more than 3,200 OOH providers, including media companies, vendors and agencies, and more than 864,000 media listings across various categories, including billboards, street furniture, transit, and more in 340 different formats. OOH providers accustomed to manually managing inventory, long sales cycles, and time-consuming processes can now utilize a free, searchable listing in OneScreen.ai’s directory and a suite of free tools to seamlessly manage their inventory in one place, accelerate sales conversations, and become easily discoverable by potential buyers. OneScreen.ai’s robust directory is the basis for building the first public ecosystem in OOH that allows providers to interact openly and freely with buyers and marketers. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “While other directories exist in the OOH space, none are democratized — completely open and public, without a third party intermediating to keep sellers from interacting with buyers. Now, that is no longer the case. We have incredible respect for the OOH industry’s tremendous and long-standing growth, and our mission is to continue working collaboratively with industry friends and partners to even further accelerate the success of OOH.” Media owners are able to upload, edit, and sell their inventory directly from their listing. They are also given access to free tools like campaign building, embeddable maps, and invoicing that make their inventory more accessible, discoverable, and easier for marketers to buy. OneScreen.ai invites OOH providers to claim or request their free listing and complete their profile. For more than a year, the OneScreen.ai team has worked closely with hundreds of buyers, sellers, advisors, and facilitators in the OOH industry to ensure its platform and tools solve real-world problems. Based on collaborations and partnerships with dozens of OOH providers, the company has developed multiple solutions in sales enablement, inventory management, and invoicing. “OneScreen.ai is an advocate for the OOH industry and a resource that allows my company to run more efficiently and effectively,” said David English, Vice President at AD-Trend Outdoor Advertising. “OneScreen.ai truly understands outdoor advertising, both how and why it works. I'd encourage any outdoor advertising company to have a conversation with them and learn how OneScreen.ai will help grow your business in a multitude of ways. They are at the forefront of changing the industry, and we love everything they are doing for companies like mine. The working relationship that Ad-Trend and I have with OneScreen.ai is irreplaceable." "Before using OneScreen.ai, I used generic charting and graphing programs,” said Richard Kennedy, owner of Kennedy Outdoor. “But once I reached 40-50 billboard faces, it became tough to manage everything through manual processes and spreadsheets – not to mention the space and data it took up on my computer. OneScreen.ai has allowed me to put all of my inventory in one place, and it's all hosted through their online platform." Join a live walk-through of the directory tomorrow, Thursday, August 4, 2022, at 4:00 p.m. ET. Save your seat at: https://www.onescreen.ai/webinar/lets-walk-through-the-directory OOH providers can claim their free listing in OneScreen.ai’s OOH directory at: https://www.onescreen.ai/get-listed About OneScreen.ai OneScreen.ai is accelerating the growth of real-world advertising by making it easier to buy and sell out-of-home (OOH) ads – from billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants. OOH advertising is the only traditional ad medium still growing, and OneScreen.ai is making the entire industry more streamlined and connected with one centralized space for marketers to buy, deploy, and measure OOH advertising and for media owners to sell, manage, and invoice their inventory. Founded by former executives and alumni from Google, HubSpot, and Wayfair, OneScreen.ai earned a Great Place to Work Certification in 2022. The company is a member of the Out of Home Advertising Association of America, Inc. (OAAA), Digital Place Based Advertising Association (DPAA), World Out of Home Organization (WOO) and Geopath. To learn more, visit www.onescreen.ai and follow on LinkedIn and Twitter.

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Global Social Media Ad Spend Jumps 19% Year-over-Year

Emplifi | August 05, 2022

Emplifi, the leading unified customer experience platform, revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide. The report findings highlight a rebound in median monthly global ad spend compared to the same period last year, a decrease in the median monthly click-through rate (CTR), a slight uptick in median monthly cost-per-click (CPC), and steady engagement on Facebook and Instagram. The data also shows a slight decrease in brands’ response rate to customers who ask questions on social media. Brands increase investment in paid social media After seeing a notable post-holiday drop in Q1 2022, median global monthly ad spend among brands rebounded by 18% in Q2 2022, climbing back above USD 4,200 – a figure close to the year-high level that was seen in Q4 2021. With this quarter's rebound, median monthly ad spend has increased 19% YoY, suggesting that brands are allocating more budget to reach their target audiences via paid social. Click-through rate (CTR) continues to decline Emplifi data shows that median monthly CTR has been steadily decreasing over time, dipping below the 1% mark in Q1 2022. This past quarter tells a similar story, with CTR lowering to 0.93%, signaling a 11% drop YoY. Despite this decrease, businesses can continue to depend on social media advertising to return value, as engagement remains fairly stable when consumers interact with paid social posts. Median cost-per-click (CPC) remains stable While CTR has steadily decreased, Emplifi data shows that CPC remains relatively stable despite some fluctuations in recent quarters, hitting $0.20 in Q2 2022. With average CPC rebounding this quarter after seeing a drop at the beginning of the year, it will be interesting to see whether this is a quarterly fluctuation or the start of an upward trend. Instagram still dominant in engagement After seeing a steady decrease since Q2 2021, median Facebook post interactions saw a slight bump quarter-over-quarter, reaching their highest level since Q3 2021. However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per 1K impressions on Facebook, a 15% decrease year-over-year. When it comes to industries, the strongest performers for engagement on Facebook were brands in the Industrial (9.79) and Accommodation (9.04) sectors, while the lowest performers were Ecommerce (2.80), Retail (3.64), and Fashion (3.90). Instagram continues to show much stronger engagement than Facebook, with about 32 interactions per 1K impressions in Q2 2022, which is on par with what has been seen across the past year. Brands in the Beverages (47.37), Alcohol (46.83), and Software (45.11) sectors saw the highest levels of engagement, with Retail (17.71), Telecom (21.58), and Ecommerce (22.81) brands lagging. TikTok versus Instagram In an analysis of sister TikTok and Instagram accounts across 330 brands from January-June 2022, Emplifi data shows that brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok. Either way, both platforms have shown an upward trend over six months in terms of engagement rate, peaking in June 2022, reconfirming user interest for engaging video content. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok's surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.” Twitter shows the fastest response times to questions Emplifi data shows that median response rates for brands answering questions on Facebook and Instagram decreased slightly in Q2 2022. On Twitter, after some mild fluctuations, response rates have returned to a similar level from the same time last year. When looking at engagement by industry, Beauty, FMCG Food, and Home & Living brands had comparatively higher response rates to user questions on social, while Automotive brands had lower response rates across all three social media platforms. In terms of the time it took for brands to respond to questions, Instagram and Twitter saw slight bumps quarter-over-quarter, while Facebook saw a decrease for the second straight quarter. Examining the data by industry, some brands have the slowest response times on Facebook (alcohol, beauty, FMCG food, home & living, service), while for other brands, it's on Instagram (automotive, ecommerce, electronics, fashion, retail). However, except for one industry (FMCG food), Twitter typically sees the fastest response times among the three networks examined. Methodology Emplifi's analysis is based on Q2 2022 data and year-on-year comparisons downloaded at the beginning of July 2022. About Emplifi Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,000 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.

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Mindworks, Mintegral's Creative Studio Launches Drag-and-Drop Editor for Playable Ads

Mintegral | July 13, 2022

Mindworks by Mintegral recently announced updates to Playturbo, its self-service element-based creative production platform for playable ads. The Playturbo platform now provides hundreds of premium playable ad templates and a new drag-and-drop feature giving complete control over production in just a few clicks. Playable ads have quickly become one of the most popular ad formats among apps and brands due to their premium user experience, accessibility, and superior conversion performance. And while playable ads are effective, they are typically expensive and time-consuming to produce, posing a significant challenge to scalability. Playturbo's zero-coding, drag-and-drop online editor aims to solve this problem with an 85x improved efficiency and 60x cost savings compared to other video creatives. Playable ads created on Playturbo can be exported and deployed across all the major ad networks on the market. In addition, your creatives' language, device orientation, and package size can also be altered in a few clicks – helping you succeed in the global market. Games, apps, eCommerce, and brands all stand to benefit from the playable template library, which offers premium images, text, background music, CTAs, videos, and effects. About Mintegral- Mintegral is an AI-driven, programmatic, and interactive advertising platform dedicated to helping clients bridge the gap among the world's most valuable markets. As a leading global mobile ad platform with an in-depth understanding of local markets, Mintegral provides a one-stop mobile advertising solution to help brands and apps overcome cross-regional challenges and scale globally.

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