The Complete Guide to CPC Advertising (on Google, Facebook, and Instagram)

Global digital advertising spending is expected to rise 17.1% to $327.28 billion this year, with Google and Facebook leading the pack when it comes to U.S. ad sales. Cost-per-click, or CPC advertising, factors heavily into those big numbers.

Spotlight

MAGNA Global

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

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Display Advertising

450 Cannabis Brands Gathered in Palm Springs. Here's What You Could Learn From Them

Article | July 8, 2022

PALM SPRINGS, Calif.—Let’s clear up some likely misconceptions about what happens at a cannabis convention: No, they do not shoot weed out of T-shirt canons. And they don’t give it away for free—that’s illegal, even in the most permissive states.

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Advertiser Platforms

We use a data-driven blend of media, experience and content to drive performance

Article | August 2, 2022

eCommerce requires a balance of media, branding, supply chain, and retail excellence. Reprise has a specialist unit, Reprise Commerce, that delivers all of these to grow sales online and offline. Reprise Commerce is built and led by Amazon alumni and organized around Reprise’s proprietary process for accelerating your Customer Flow. Our team of 250 eCommerce specialists globally drives revenue by building brand experiences and operations.

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Advertiser Campaign Management

Combat Video Ad Fatigue with Audio Advertising

Article | August 12, 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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Advertiser Platforms

As a B2B Marketer, Is Out-of-home Advertising (OOH) Part of Your Mix?

Article | November 23, 2021

Many marketers today don’t know what OOH stands for, though it’s been a highly used marketing medium for decades. Out-of-home advertising consists of anything from billboards, blimps, and bus signage, to street furniture, event advertising, and connected TV, and can be as small as a window poster or the back of a street bench or larger than life, covering a wall or wrapping an entire building. OOH is now being seen as an emerging technology channel, but why? For starters, during the surge of online advertising over the last 15 years, Facebook and Google ads have seemingly gotten all the attention. Today, many marketing teams have been so focused on online marketing they no longer have much time to spend thinking out-of-the-box. But OOH is upping its game with a technology lift that is allowing marketers to highly target their audiences as well as improve the impact of their online advertising campaigns. And we’re not just talking about Pepsi and McDonalds. OOH advertising has long been effective for countless brands, known and unknown, and the possibilities are endless. We are seeing everything from wrapping an ice cream truck with your message and parking across the street from an event to highly targeted ads on TV screens in bars, restaurants, banks, and hotels. People take action after seeing OOH advertisements, doing online searches and visiting websites. In fact, Nielsen’s Out-of-Home Advertising Study 2019 edition reported that 66% of smartphone users took some type of action after seeing a OOH advertisement in the past year, and over four in 10 used online search to look up information. OOH drives more social and digital interactions than any other medium. If you aren’t in the OOH game, here’s why B2B marketers should be considering it as part of their marketing mix: 1. Build brand trust According to a survey conducted by Freeman, CMOs, brand managers, and event planners are putting more stake in in-person brand experiences. Billboards and OOH real world advertising are not only for the big brand names. If someone doesn’t know you, you can add significant trust and credibility to your brand as well as add more impact to your online Facebook and Google ads. And, OOH advertising is always there for audiences to see. It’s not invasive, block-able or frustrating as digital ads can be. 2. Hyper-target your audience Tech advances are allowing marketers to hyper-target out in the real-world. For startups, challenger brands, and anyone looking to target a specific group of people, it’s possible to zero in on the roads people drive on every day for work or the bars and restaurants they go to afterward. Mobile devices pinged at various locations are looked at like inbound links, as if coming from your website. If you want to reach people who work at a certain place, in a certain location, you can identify who’s driving by your billboard. 3. Generate leads You can then get that feedback, like who’s driving by, of those driving by, who went to your website? What are they searching on? Who converted to a lead? 4. Endless use cases With technology advancements, the possibilities in OOH are endless – mobile billboards on LED trucks, wall murals, TVs in countless public facilities and arenas, and billboards of all kinds that can be enhanced digitally. 5. OOH advertising is always “on.” Your OOH advertisement is there 24/7, delivering your message to every passerby during peak target times and all other times, broadening your reach without additional cost. And unlike digital advertising, OOH does not appear and then quickly disappear. It has staying power, displaying your message constantly and consistently around the clock. 6. Stand out at events: Though in-person conferences and events are coming back to life, the days of “host an event and they will come” are long gone. There is fierce competition for the hearts and minds of attendees. To dominate the competition, OOH is a great way to give you visibility, driving traffic to your event, to your booth, to your website – to network, make real-life connections, and generate leads. While online advertising has its place, we have taken a break from being creative. OOH allows an opportunity to get back into exercising your creative muscles. The challenge for marketers is to take their years of internet marketing experience and figure out how to create interesting brand experiences offline. From a tracking standpoint, OOH advertising today is looking more like online advertising. However, instead of tracking people, we are watching places as groups of people move through and pass by billboards or other signage. It’s a powerful “old” tool that marketers can combine with new tools to generate brand awareness and drive inbound interest from highly targeted specs. During the online advertising surge, while we have been wrapped up in tracking and measuring performance clicks, many companies have under invested in their brand. Plus, when integrated with digital marketing, OOH extends both reach and frequency, allowing you to leverage other marketing, online and offline, for maximum results and ROI. Marketers should now be thinking of OOH as one of their viable performance channels.

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Spotlight

MAGNA Global

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

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Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

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Ad Tech and Martech

OpenX Teams up with Cedara to Become the First Adtech Platform to Deliver a Complete Programmatic Campaign Emissions Solution

Business Wire | October 05, 2023

OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced a milestone partnership with Cedara, the Carbon Intelligence Platform. With this integration, OpenX becomes the first digital advertising company to offer automated emissions measurement on campaigns, reduced campaign emissions, and a custom carbon offset portfolio solution for remaining campaign emissions via Cedara’s platform. By pairing Cedara’s media emissions reduction and offset capabilities with OpenX’s status as the first Net-Zero adtech company, this partnership leads the industry’s sustainability initiative with best-in-class solutions for measuring and reducing emissions both at a corporate level and in media distribution. This fully integrated solution will enable buyers to: sync organizational emissions data with media buys access highly curated and third-party certified projects achieve transparency and customization into how and what offsets are leveraged through the creation of custom offset portfolios seamlessly onboard and measure emissions from OpenX’s campaigns Cedara provides automated omnichannel emissions measurement and deep business intelligence across both organizational and campaign-level emissions for advertisers and the media supply chain. Paired with OpenX’s comprehensive media activity data, this partnership enables transparent and accurate emissions measurement to deliver a truly sustainable supply path for buyers. We are thrilled to partner with OpenX, as they have a long-term commitment to sustainability and are consistent innovators. Our partnership gives buyers an end-to-end, sustainable programmatic product that they simply can’t get anywhere else, said Eric Shih, COO at Cedara. “With Cedara, we are able to offer an end-to-end solution that enables brands to measure the impact of their digital activity and provides control over and transparency into how and where quality offsets are used while delivering performance across our publisher portfolio,” said Joseph Worswick, VP EMEA and Head of Global Sustainability at OpenX. “In keeping with OpenX’s commitment to our own emissions reduction, we’re excited to see more businesses successfully build sustainability solutions as it shows the demand from digital advertising is growing.” About Cedara Cedara, founded in 2021, is on a mission to help businesses decarbonize and to build a more sustainable future for society. With its end-to-end climate management software platform, Cedara enables organizations of any size, along with their employees, to measure, reduce, offset and report on all carbon emissions. Cedara adopts a high-impact, data-driven approach to develop transformative solutions for enterprises and their partners to accelerate the shift to a climate-friendly economy. To learn more, please visit cedara.io. About OpenX OpenX is a supply-side platform that is a leader in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX’s global network of publishers. OpenX works with more than 130,000 premium publisher domains and receives more than 300 billion ad requests every day. OpenX is a certified CarbonNeutral® company and is verified for having fulfilled their SBTi Net-Zero targets. Visit the company’s website at www.openx.com.

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Ad Networks

Industry Leader Kenny Lau joins Perion as Chief Product Officer of its Advanced Advertiser Solutions

Business Wire | September 25, 2023

Perion Network Ltd. (NASDAQ and TASE: PERI), a global technology company whose synergistic solutions serve all major digital advertising channels - including search, social, display, and video/CTV – announced today the appointment of Kenny Lau as Chief Product Officer of Perion’s Advertiser Solutions. Through his experience in multiple domains of AdTech and large-scale platform development, Lau will expand Perion’s technology moat and ability to drive high-growth, high-margin, high-ROI solutions. Lau has held key roles at many of the industry's most prominent companies, including PubMatic, Criteo, and AdTheorent. In his most recent role as Vice President of Product of Advertiser Solutions at PubMatic, he led a global product development team of over 100 engineers and product managers. Tal Jacobson, Perion’s CEO,said Perion has demonstrated its ability to develop and successfully introduce innovative solutions that consistently outperform the industry. With Kenny’s extensive industry knowledge and experience, we are set to maintain this trend of excellence. He will be instrumental in amplifying our technological innovation and enriching our offerings in categories such as retail media, CTV, and video. “I have been following Perion for a while, and I couldn’t be more excited to join this great team that has proven its ability to deliver innovative solutions to a constantly evolving dynamic industry,” said Kenny Lau. “While the industry grapples with tightened spending and consolidation, Perion continues to outperform. I look forward to driving the expansion of the company’s portfolio of industry-changing products and services, further strengthening Perion’s leadership position across the AdTech ecosystem.” About Perion Network Ltd. Perion is a global multi-channel advertising technology company that delivers synergistic solutions across all major channels of digital advertising – including search advertising, social media, display, video and CTV advertising. These channels converge at Perion’s intelligent HUB (iHUB), which connects the company’s demand and supply assets, providing significant benefits to brands and publishers. For more information, visit our website at www.perion.com.

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Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

Read More

Ad Tech and Martech

OpenX Teams up with Cedara to Become the First Adtech Platform to Deliver a Complete Programmatic Campaign Emissions Solution

Business Wire | October 05, 2023

OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced a milestone partnership with Cedara, the Carbon Intelligence Platform. With this integration, OpenX becomes the first digital advertising company to offer automated emissions measurement on campaigns, reduced campaign emissions, and a custom carbon offset portfolio solution for remaining campaign emissions via Cedara’s platform. By pairing Cedara’s media emissions reduction and offset capabilities with OpenX’s status as the first Net-Zero adtech company, this partnership leads the industry’s sustainability initiative with best-in-class solutions for measuring and reducing emissions both at a corporate level and in media distribution. This fully integrated solution will enable buyers to: sync organizational emissions data with media buys access highly curated and third-party certified projects achieve transparency and customization into how and what offsets are leveraged through the creation of custom offset portfolios seamlessly onboard and measure emissions from OpenX’s campaigns Cedara provides automated omnichannel emissions measurement and deep business intelligence across both organizational and campaign-level emissions for advertisers and the media supply chain. Paired with OpenX’s comprehensive media activity data, this partnership enables transparent and accurate emissions measurement to deliver a truly sustainable supply path for buyers. We are thrilled to partner with OpenX, as they have a long-term commitment to sustainability and are consistent innovators. Our partnership gives buyers an end-to-end, sustainable programmatic product that they simply can’t get anywhere else, said Eric Shih, COO at Cedara. “With Cedara, we are able to offer an end-to-end solution that enables brands to measure the impact of their digital activity and provides control over and transparency into how and where quality offsets are used while delivering performance across our publisher portfolio,” said Joseph Worswick, VP EMEA and Head of Global Sustainability at OpenX. “In keeping with OpenX’s commitment to our own emissions reduction, we’re excited to see more businesses successfully build sustainability solutions as it shows the demand from digital advertising is growing.” About Cedara Cedara, founded in 2021, is on a mission to help businesses decarbonize and to build a more sustainable future for society. With its end-to-end climate management software platform, Cedara enables organizations of any size, along with their employees, to measure, reduce, offset and report on all carbon emissions. Cedara adopts a high-impact, data-driven approach to develop transformative solutions for enterprises and their partners to accelerate the shift to a climate-friendly economy. To learn more, please visit cedara.io. About OpenX OpenX is a supply-side platform that is a leader in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX’s global network of publishers. OpenX works with more than 130,000 premium publisher domains and receives more than 300 billion ad requests every day. OpenX is a certified CarbonNeutral® company and is verified for having fulfilled their SBTi Net-Zero targets. Visit the company’s website at www.openx.com.

Read More

Ad Networks

Industry Leader Kenny Lau joins Perion as Chief Product Officer of its Advanced Advertiser Solutions

Business Wire | September 25, 2023

Perion Network Ltd. (NASDAQ and TASE: PERI), a global technology company whose synergistic solutions serve all major digital advertising channels - including search, social, display, and video/CTV – announced today the appointment of Kenny Lau as Chief Product Officer of Perion’s Advertiser Solutions. Through his experience in multiple domains of AdTech and large-scale platform development, Lau will expand Perion’s technology moat and ability to drive high-growth, high-margin, high-ROI solutions. Lau has held key roles at many of the industry's most prominent companies, including PubMatic, Criteo, and AdTheorent. In his most recent role as Vice President of Product of Advertiser Solutions at PubMatic, he led a global product development team of over 100 engineers and product managers. Tal Jacobson, Perion’s CEO,said Perion has demonstrated its ability to develop and successfully introduce innovative solutions that consistently outperform the industry. With Kenny’s extensive industry knowledge and experience, we are set to maintain this trend of excellence. He will be instrumental in amplifying our technological innovation and enriching our offerings in categories such as retail media, CTV, and video. “I have been following Perion for a while, and I couldn’t be more excited to join this great team that has proven its ability to deliver innovative solutions to a constantly evolving dynamic industry,” said Kenny Lau. “While the industry grapples with tightened spending and consolidation, Perion continues to outperform. I look forward to driving the expansion of the company’s portfolio of industry-changing products and services, further strengthening Perion’s leadership position across the AdTech ecosystem.” About Perion Network Ltd. Perion is a global multi-channel advertising technology company that delivers synergistic solutions across all major channels of digital advertising – including search advertising, social media, display, video and CTV advertising. These channels converge at Perion’s intelligent HUB (iHUB), which connects the company’s demand and supply assets, providing significant benefits to brands and publishers. For more information, visit our website at www.perion.com.

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