Should you in-house or outsource paid search?

WESLEY PARKER | March 6, 2019 | 167 views

In-housing is a growing industry trend at the moment with big brands like P&G and Vodafone cutting their agency rosters and taking more of their media buying in-house. It’s not just Vodafone and P&G, the IAB published a report showing 18% of marketers have taken programmatic buying in-house and 47% have “partially begun the process of internalising the function, with plans to continue further down the path

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Arcalea

We believe marketing should be measurable, data-driven and effective. As a Google Premier Partner with industry-leading methodologies, Arcalea specializes in the strategic assessment of how audiences interact with brands online, and the resulting analysis and implementation of digital programs. From Search Engine Marketing (SEO/SEM), to Content Marketing, and Paid Advertising, our unique mix of national brand experience and proven proprietary analyses solves complex business challenges, and our clients win.

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

Article | July 20, 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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SOCIAL MEDIA ADVERTISING

Alex Webb: More kids with smartphones spells advertising bonanza

Article | July 14, 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

Arcalea

We believe marketing should be measurable, data-driven and effective. As a Google Premier Partner with industry-leading methodologies, Arcalea specializes in the strategic assessment of how audiences interact with brands online, and the resulting analysis and implementation of digital programs. From Search Engine Marketing (SEO/SEM), to Content Marketing, and Paid Advertising, our unique mix of national brand experience and proven proprietary analyses solves complex business challenges, and our clients win.

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AD TECH AND MARTECH

AiAdvertising Uncovers ChatGPT’s Commercial Applications

AiAdvertising | February 16, 2023

AiAdvertising, an AdTech company, announced being the first to uncover ChatGPT's commercial applications in the AdTech industry, focusing on artificial intelligence (AI) and machine learning (ML) utilization for the marketing industry. The automated ChatGPT solution is making signals and insights of AiAdvertising's PersonalAI more informative and targeted. The signals and insights of PersonalAI provide detailed information about behavioral information, psychographics, demographics, and triggers for the consumer adaptive curve. With its solutions and insights, ChatGPT is enhancing the diversity, scalability, and persona-driven content of AiAdvertising's PersonalAI. Through this leverage, AiAdvertising is making clients' paid advertising campaigns and landing pages more engaging at the psychographic level and customizing them as per the personas' needs based on user experiences, needs, behaviors and goals. ChatGPT's commercial applications have the potential to automate and enhance complex communications like email sales campaigns, computer code, and customer support. It can generate personalized automated responses to customer inquiries, content for social media marketing campaigns and assistance throughout the customer cycle. CEO of AiAdvertising, Jerry Hug, said, "What is remarkable is that all of this is done without any type of unconscious bias. Even as marketers, we insert our own opinions into the words and language we use to think about a brand or product. ChatGPT allows us to remove that predisposition and focus on a more customer-based solution leveraging data and science rather than opinions and assumptions." He added, "We are now taking our PersonaAI ChatGPT approach to market with our clients and are already generating buzz about the anticipated increased performance of personalized campaigns." (Source – CSM Wire) About AiAdvertising AiAdvertising, an advertising technology-based solutions provider, has been using artificial intelligence and machine learning and building software for marketing companies since 1998. Headquartered in San Antonio, Texas, it provides services based on digital marketing, data analytics, creativity, content strategy, digital media, e-commerce, and big data, worldwide. It eliminates digital waste and increases the return on digital ad spend. Its flagship product, the Campaign Performance Platform, offers a subscription-based end-to-end Ad Management solution, utilizing artificial intelligence to improve the advertisements' performance, efficiency, and productivity. It assists advertising agencies and brands in measuring, scaling, creating, predicting, and targeting personalized campaigns.

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DISPLAY ADVERTISING

J&L Selected for Volkswagen Service & Parts Digital Advertising Program

J&L Marketing, Volkswagen | May 02, 2022

J&L Marketing has been chosen for the certified Service & Parts Digital Advertising Program with Volkswagen of America as part of the Dealer Digital Program. This partnership will enable participating Volkswagen Dealers to use advanced digital marketing strategies to retain a higher level of customers along with attracting new customers to their service departments. As the only 2022 Google Premier Partner participating in the program, J&L Marketing offers the industry's most refined after-market digital marketing program that includes paid search, display and paid social advertising. As a Volkswagen Certified Service & Parts Digital Advertising Provider, J&L Marketing enables dealers to beat their competition by capturing more service appointments. J&L Marketing’s usage of data, landing page technology, and campaign management have proven to engage and convert more customers. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. One of the key features that will propel dealer’s success is J&L Marketing’s code injected landing pages. This technology enables service landing pages to load faster, convert better, and deliver exceptional results. J&L Marketing provides search, display, discovery and social advertising services in conjunction with several proprietary solutions developed for automotive service departments. Explore the full range of offerings on their website: www.jandlmarketing.com

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ADVERTISER PLATFORMS

GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

Read More

AD TECH AND MARTECH

AiAdvertising Uncovers ChatGPT’s Commercial Applications

AiAdvertising | February 16, 2023

AiAdvertising, an AdTech company, announced being the first to uncover ChatGPT's commercial applications in the AdTech industry, focusing on artificial intelligence (AI) and machine learning (ML) utilization for the marketing industry. The automated ChatGPT solution is making signals and insights of AiAdvertising's PersonalAI more informative and targeted. The signals and insights of PersonalAI provide detailed information about behavioral information, psychographics, demographics, and triggers for the consumer adaptive curve. With its solutions and insights, ChatGPT is enhancing the diversity, scalability, and persona-driven content of AiAdvertising's PersonalAI. Through this leverage, AiAdvertising is making clients' paid advertising campaigns and landing pages more engaging at the psychographic level and customizing them as per the personas' needs based on user experiences, needs, behaviors and goals. ChatGPT's commercial applications have the potential to automate and enhance complex communications like email sales campaigns, computer code, and customer support. It can generate personalized automated responses to customer inquiries, content for social media marketing campaigns and assistance throughout the customer cycle. CEO of AiAdvertising, Jerry Hug, said, "What is remarkable is that all of this is done without any type of unconscious bias. Even as marketers, we insert our own opinions into the words and language we use to think about a brand or product. ChatGPT allows us to remove that predisposition and focus on a more customer-based solution leveraging data and science rather than opinions and assumptions." He added, "We are now taking our PersonaAI ChatGPT approach to market with our clients and are already generating buzz about the anticipated increased performance of personalized campaigns." (Source – CSM Wire) About AiAdvertising AiAdvertising, an advertising technology-based solutions provider, has been using artificial intelligence and machine learning and building software for marketing companies since 1998. Headquartered in San Antonio, Texas, it provides services based on digital marketing, data analytics, creativity, content strategy, digital media, e-commerce, and big data, worldwide. It eliminates digital waste and increases the return on digital ad spend. Its flagship product, the Campaign Performance Platform, offers a subscription-based end-to-end Ad Management solution, utilizing artificial intelligence to improve the advertisements' performance, efficiency, and productivity. It assists advertising agencies and brands in measuring, scaling, creating, predicting, and targeting personalized campaigns.

Read More

DISPLAY ADVERTISING

J&L Selected for Volkswagen Service & Parts Digital Advertising Program

J&L Marketing, Volkswagen | May 02, 2022

J&L Marketing has been chosen for the certified Service & Parts Digital Advertising Program with Volkswagen of America as part of the Dealer Digital Program. This partnership will enable participating Volkswagen Dealers to use advanced digital marketing strategies to retain a higher level of customers along with attracting new customers to their service departments. As the only 2022 Google Premier Partner participating in the program, J&L Marketing offers the industry's most refined after-market digital marketing program that includes paid search, display and paid social advertising. As a Volkswagen Certified Service & Parts Digital Advertising Provider, J&L Marketing enables dealers to beat their competition by capturing more service appointments. J&L Marketing’s usage of data, landing page technology, and campaign management have proven to engage and convert more customers. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. One of the key features that will propel dealer’s success is J&L Marketing’s code injected landing pages. This technology enables service landing pages to load faster, convert better, and deliver exceptional results. J&L Marketing provides search, display, discovery and social advertising services in conjunction with several proprietary solutions developed for automotive service departments. Explore the full range of offerings on their website: www.jandlmarketing.com

Read More

ADVERTISER PLATFORMS

GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

Read More

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