What Is Digital Marketing and Why It Matters

| October 16, 2017

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This video defines the SAS point of view on digital marketing. SAS® Customer Intelligence offers a complete suite of digital marketing capabilities.

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RIBA Insight

RIBA Insight, part of the commercial arm of the Royal Institute of British Architects, delivers unique, results-generating marketing solutions. Its reach extends beyond architects to a wide range of construction professionals. RIBA Insight helps manufacturers, suppliers, consultants and legal professionals communicate effectively and build trusted relationships with this influential audience.

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How to Use Forced Bold Text in Google Search Ads

Article | March 18, 2020

This does not appear to be an officially supported feature, use at your own risk. To enable it, simply enter your text into AdTools.org and paste the output into your search ad. Keep in mind that each bold letter will now occupy 4-character spaces of traditional ad text. As you can see, it is pretty simple to enable, but what can it accomplish? I delivered a statistically significant amount of ads in direct A/B tests to determine this. In these tests, I ran identical copy, and landing pages against each other with bold text in one version, and not the other variation. I set ad rotation to distribute evenly and used manual CPC bidding without enabling Enhanced CPC bidding. This delivered an 11.3% overall increase in click-through rate and no measurable impact on conversion rate.

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Google to allow some coronavirus ads after broad ban

Article | April 2, 2020

Google will lift a broad ban on coronavirus advertisements, phasing in some advertisers with a priority on those working directly on the pandemic. The company started blocking coronavirus-related ads in January, placing them under its "sensitive events policy," which blocks ads that exploit people during events such as natural disasters, public health emergencies or tragedies by advertising fake or hoarded products. Axios first reported that Google's head of industry, Mark Beatty, sent a memo to clients that it will start to run some coronavirus ads. Advertisements to run this week will include public service announcements from "government entities, hospitals, medical providers, and NGOs who want to get relevant information out to the public," according to the memo.

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

Article | February 11, 2020

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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Spaceman: An Astronaut's Guide to Quarantine and Social Distancing

Article | April 16, 2020

As a veteran of two NASA space flights, no one knows more about social distancing than Mike Massimino (pictured at top). It's something he experienced first-hand and well before it became a societal requirement. Massimino, the first person to tweet from space and author of SPACEMAN: An Astronaut's Unlikely Journey to Unlock the Secrets of the Universe, is just one of the many esteemed names appearing in the Science Channel special Hubble: Thirty Years Of Discovery airing this weekend, a celebration of the thirtieth anniversary of NASA's groundbreaking Hubble telescope.

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Spotlight

RIBA Insight

RIBA Insight, part of the commercial arm of the Royal Institute of British Architects, delivers unique, results-generating marketing solutions. Its reach extends beyond architects to a wide range of construction professionals. RIBA Insight helps manufacturers, suppliers, consultants and legal professionals communicate effectively and build trusted relationships with this influential audience.

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