Pay to Win: Why Online Advertising is a Marketing Essential

ALEX GEYER | February 13, 2019 | 103 views

Marketing is about using all the tools at your disposal to promote your company and bring in business, so why would you ignore one? This blog is for all the businesses that want to market themselves but are gun-shy of paying for online advertising. An important note is this isn’t a blog on if online advertising is effective, but why. We’re looking at comparing marketing plans done with or without advertising, and how with the low barrier to entry and the wide selection of mediums and targeting, it doesn’t make sense to ignore this potential influx of users to your website, restaurant, or other point of sale.

Spotlight

Contently

We provide enterprise companies with smart technology, content marketing expertise, and vetted creative talent—journalists, photographers, designers, videographers, and all things in between. We are a software business built by content creators, and both our products and our philosophy reflect this. That's why we count some of the best content marketing brands in the world as our clients. We're the #1 content marketing platform according to Digiday, #100 on the 2015 Inc. 5000 list of America’s fastest-growing companies, and #29 on Deloitte’s Technology Fast 500™ list of the fastest-growing technology companies in North America. Entrepreneur magazine named us one of the best entrepreneurial companies in America in 2015, and Crain's named us one of the best places to work in New York City. We also recently received an ASJA award for investigative reporting.

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DISPLAY ADVERTISING

Google’s and Facebook’s Grip on Digital Advertising Markets

Article | July 8, 2022

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

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SOCIAL MEDIA ADVERTISING

Which Online Advertising Strategy Is Right For Your Business?

Article | July 14, 2022

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

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ADVERTISER PLATFORMS

Alex Webb: More kids with smartphones spells advertising bonanza

Article | August 2, 2022

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

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Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

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Spotlight

Contently

We provide enterprise companies with smart technology, content marketing expertise, and vetted creative talent—journalists, photographers, designers, videographers, and all things in between. We are a software business built by content creators, and both our products and our philosophy reflect this. That's why we count some of the best content marketing brands in the world as our clients. We're the #1 content marketing platform according to Digiday, #100 on the 2015 Inc. 5000 list of America’s fastest-growing companies, and #29 on Deloitte’s Technology Fast 500™ list of the fastest-growing technology companies in North America. Entrepreneur magazine named us one of the best entrepreneurial companies in America in 2015, and Crain's named us one of the best places to work in New York City. We also recently received an ASJA award for investigative reporting.

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AD TECH AND MARTECH

OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

OneTrust, the market-defining leader for trust intelligence, is pleased to announce that Arshdeep Sood, Senior Solutions Engineer at OneTrust, has been named one of the 2023 Top Women in Media & Ad Tech by AdExchanger and AdMonsters. The annual awards recognize, celebrate, inspire, and bring together the women who are making an impact in the greater digital media and advertising technology community. Arshdeep, a passionate engineer and privacy expert, was named in the Tech Trailblazers category, which honors tech-focused women who are creating and improving ad tech and media products. "It's an incredible privilege to be recognized among such talented and inspiring women," said Arshdeep Sood, Senior Solutions Engineer at OneTrust. "Women are still widely underrepresented in STEM roles like engineering, which makes the honor of Tech Trailblazer even more meaningful. Since the beginning of my career, I've devoted my passions to the dynamic realm of media and ad tech, focusing on trust and privacy-first experiences. Today, I'm proud to see my contributions propel innovation within the industry." Arshdeep Sood, who holds a Master of Science in Electrical and Computer Engineering and a Management of Technology Certificate from the Georgia Institute of Technology, is committed to delivering privacy-centric consumer experiences. With a wealth of industry experience and IAPP credentials, including CIPP/E, CIPM, and Fellow in Privacy (FIP), she has become a recognized leader in the field. Arshdeep specializes in the AdTech market and has trained with IAB in the programmatic landscape. In her role, she works closely with customers to guide their privacy journeys and innovate solutions to best meet their needs. Arshdeep is also a strong advocate for diversity, equity, and inclusion (DE&I) and serves as the Chair of Employee Trust Groups (ETGs) at OneTrust. "The Top Women in Media and Ad Tech Awards provide a platform to highlight the immense impact of women in the media and ad tech space. Their success has a lasting impact on their brands and markets; they are leaders, mentors, and change agents in the industry," said Bill Amstutz, Group Publisher of AdExchanger and AdMonsters. "We take great pride in celebrating their achievements." About OneTrust OneTrust is the trust intelligence cloud platform organizations use to transform trust from an abstract concept into a measurable competitive advantage. Organizations globally use OneTrust to enable the responsible use of data while protecting the privacy rights of individuals, implement and report on their cyber security program, make their social impact goals a reality, and create a speak up culture of trust. Over 14,000 customers use OneTrust's technology, including half of the Global 2,000. OneTrust currently ranks #24 on the Forbes Cloud 100 list of top private cloud companies in the world and employs over 2,000 people in regions across North America, South America, Asia, Europe, and Australia.

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AD TECH AND MARTECH

AdTech Leader Bidease Welcomes Ross Barasch as VP of Innovation

EIN News | May 23, 2023

Bidease, a leading mobile AdTech company, has announced that Ross Barasch is joining it as Vice President of Innovation. In his new role, Ross Barasch will be responsible for leading company innovation projects, including developing new revenue streams, supporting M&A activities, and working with partners to optimize demand and improve performance. Ross Barasch brings over 15 years of experience leading teams in performance marketing, business development, account management, and strategic partnerships. Prior to joining Bidease, he advised several AdTech companies at various stages and was VP, Demand and strategic partnerships at Fyber. “I’m thrilled to join the incredible team at Bidease to build new revenue streams and support existing operations. The company has such a compelling story, from its experienced leadership team to its deep investments in its tech stack and machine learning models. I’m excited to grab a seat on this rocketship to help propel its growth,” said Barasch. Founded in the USA in 2016 and named one of America’s most innovative companies by Fortune in 2023, Bidease is well-positioned to capitalize on the tremendous growth opportunities in the market and provide exceptional service to its clients and partners. About Bidease Bidease is a fully transparent demand-side platform for mobile marketers. Its risk-free programmatic performance solutions help the world’s biggest brands achieve their performance advertising goals. Using a combination of proprietary programmatic advertising technology, machine learning, and first-party data, they optimize campaigns across all major mobile formats for desired post-install behaviours at no risk to their clients' bottom line. The company is on a mission to bring fully transparent, value-driven advertising to the mobile world.

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ADVERTISER CAMPAIGN MANAGEMENT

Seedtag Launches Industry First Generative AI Capability for Contextual Dynamic Creatives

PR Newswire | May 22, 2023

Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources. Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief. While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x. To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch. Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources." AboutSeedtag Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.

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AD TECH AND MARTECH

OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

OneTrust, the market-defining leader for trust intelligence, is pleased to announce that Arshdeep Sood, Senior Solutions Engineer at OneTrust, has been named one of the 2023 Top Women in Media & Ad Tech by AdExchanger and AdMonsters. The annual awards recognize, celebrate, inspire, and bring together the women who are making an impact in the greater digital media and advertising technology community. Arshdeep, a passionate engineer and privacy expert, was named in the Tech Trailblazers category, which honors tech-focused women who are creating and improving ad tech and media products. "It's an incredible privilege to be recognized among such talented and inspiring women," said Arshdeep Sood, Senior Solutions Engineer at OneTrust. "Women are still widely underrepresented in STEM roles like engineering, which makes the honor of Tech Trailblazer even more meaningful. Since the beginning of my career, I've devoted my passions to the dynamic realm of media and ad tech, focusing on trust and privacy-first experiences. Today, I'm proud to see my contributions propel innovation within the industry." Arshdeep Sood, who holds a Master of Science in Electrical and Computer Engineering and a Management of Technology Certificate from the Georgia Institute of Technology, is committed to delivering privacy-centric consumer experiences. With a wealth of industry experience and IAPP credentials, including CIPP/E, CIPM, and Fellow in Privacy (FIP), she has become a recognized leader in the field. Arshdeep specializes in the AdTech market and has trained with IAB in the programmatic landscape. In her role, she works closely with customers to guide their privacy journeys and innovate solutions to best meet their needs. Arshdeep is also a strong advocate for diversity, equity, and inclusion (DE&I) and serves as the Chair of Employee Trust Groups (ETGs) at OneTrust. "The Top Women in Media and Ad Tech Awards provide a platform to highlight the immense impact of women in the media and ad tech space. Their success has a lasting impact on their brands and markets; they are leaders, mentors, and change agents in the industry," said Bill Amstutz, Group Publisher of AdExchanger and AdMonsters. "We take great pride in celebrating their achievements." About OneTrust OneTrust is the trust intelligence cloud platform organizations use to transform trust from an abstract concept into a measurable competitive advantage. Organizations globally use OneTrust to enable the responsible use of data while protecting the privacy rights of individuals, implement and report on their cyber security program, make their social impact goals a reality, and create a speak up culture of trust. Over 14,000 customers use OneTrust's technology, including half of the Global 2,000. OneTrust currently ranks #24 on the Forbes Cloud 100 list of top private cloud companies in the world and employs over 2,000 people in regions across North America, South America, Asia, Europe, and Australia.

Read More

AD TECH AND MARTECH

AdTech Leader Bidease Welcomes Ross Barasch as VP of Innovation

EIN News | May 23, 2023

Bidease, a leading mobile AdTech company, has announced that Ross Barasch is joining it as Vice President of Innovation. In his new role, Ross Barasch will be responsible for leading company innovation projects, including developing new revenue streams, supporting M&A activities, and working with partners to optimize demand and improve performance. Ross Barasch brings over 15 years of experience leading teams in performance marketing, business development, account management, and strategic partnerships. Prior to joining Bidease, he advised several AdTech companies at various stages and was VP, Demand and strategic partnerships at Fyber. “I’m thrilled to join the incredible team at Bidease to build new revenue streams and support existing operations. The company has such a compelling story, from its experienced leadership team to its deep investments in its tech stack and machine learning models. I’m excited to grab a seat on this rocketship to help propel its growth,” said Barasch. Founded in the USA in 2016 and named one of America’s most innovative companies by Fortune in 2023, Bidease is well-positioned to capitalize on the tremendous growth opportunities in the market and provide exceptional service to its clients and partners. About Bidease Bidease is a fully transparent demand-side platform for mobile marketers. Its risk-free programmatic performance solutions help the world’s biggest brands achieve their performance advertising goals. Using a combination of proprietary programmatic advertising technology, machine learning, and first-party data, they optimize campaigns across all major mobile formats for desired post-install behaviours at no risk to their clients' bottom line. The company is on a mission to bring fully transparent, value-driven advertising to the mobile world.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Seedtag Launches Industry First Generative AI Capability for Contextual Dynamic Creatives

PR Newswire | May 22, 2023

Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources. Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief. While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x. To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch. Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources." AboutSeedtag Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.

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