What the hell is GDPR? What advertisers need to know

August 30, 2018 | 41 views

If you don’t have a plan for General Data Protection Regulation (GDPR) then hurry up – the clock is ticking. And if you have no clue as to what I’m talking about either then read on, quickly! It’s probably the biggest change to personal data regulation for a generation in Europe. When GDPR comes into effect not only will it affect online advertisers but all organisations who use and store data.

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Wyse Advertising

Wyse Advertising is one of Ohio's largest independent full-service agencies. Wyse has a proven track record for building national consumer brands. With Wyse, Smucker's and Applebee's grew to No. 1; Sherwin-Williams Stores become the No. 1 paint store in America; and PURELL doubled its marketshare. Integrated divisions target and motivate fragmented audiences and include interactive, direct marketing, content marketing, media buying/planning and brand planning. Wyse's Planning Group, unlike at most agencies, is not limited to understanding consumer voice and is staffed by a team of experienced brand strategists and researchers who provide: Full-fledged corporate planning and marketing decision support; go-to-market strategies based on effective brand positioning; in-depth analyses of marketing situations and competitive landscapes; and salient market segmentation.

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SOCIAL MEDIA ADVERTISING

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 6, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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ADVERTISER CAMPAIGN MANAGEMENT

AI Ad Campaigns for Improved Ad Targeting

Article | August 12, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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SOCIAL MEDIA ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 13, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

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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Spotlight

Wyse Advertising

Wyse Advertising is one of Ohio's largest independent full-service agencies. Wyse has a proven track record for building national consumer brands. With Wyse, Smucker's and Applebee's grew to No. 1; Sherwin-Williams Stores become the No. 1 paint store in America; and PURELL doubled its marketshare. Integrated divisions target and motivate fragmented audiences and include interactive, direct marketing, content marketing, media buying/planning and brand planning. Wyse's Planning Group, unlike at most agencies, is not limited to understanding consumer voice and is staffed by a team of experienced brand strategists and researchers who provide: Full-fledged corporate planning and marketing decision support; go-to-market strategies based on effective brand positioning; in-depth analyses of marketing situations and competitive landscapes; and salient market segmentation.

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Twitter Updates Privacy Policies That Will Go Into Effect at the Same Time as GDPR

Twitter | April 25, 2018

Twitter has started to notify users about plans to update its Terms and Privacy Policy, which will go into effect next month on May 25—the same day as the European Union enacts its new privacy regulations. As of today, when users open the app, a new window displays requesting acceptance of the new terms taking effect at the same time as the EU’s General Data Protection Regulations (GDPR), which will change how companies collect, use and share personal data. In a blog post announcing the changes, data protection officer Damien Kieran said the changes are intended to clarify technical and legalistic language, helping users understand what kind of information is collected, as well as what the company means by terms like “location data” or “advertising partner data.” Next month, Twitter will begin showing users “a simple chart that categorizes the legal basis for the personal data we process,” along with a personalized “Settings and Privacy Section” that will help users review, change and approve the types of data they share, according to the post.

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Twitter Updates Privacy Policies That Will Go Into Effect at the Same Time as GDPR

Twitter | April 25, 2018

Twitter has started to notify users about plans to update its Terms and Privacy Policy, which will go into effect next month on May 25—the same day as the European Union enacts its new privacy regulations. As of today, when users open the app, a new window displays requesting acceptance of the new terms taking effect at the same time as the EU’s General Data Protection Regulations (GDPR), which will change how companies collect, use and share personal data. In a blog post announcing the changes, data protection officer Damien Kieran said the changes are intended to clarify technical and legalistic language, helping users understand what kind of information is collected, as well as what the company means by terms like “location data” or “advertising partner data.” Next month, Twitter will begin showing users “a simple chart that categorizes the legal basis for the personal data we process,” along with a personalized “Settings and Privacy Section” that will help users review, change and approve the types of data they share, according to the post.

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