WHAT YOU SHOULD KNOW BEFORE MARKETING ON FACEBOOK

March 1, 2019 | 66 views

If you’re a local emergency plumber, people don’t typically find you by scrolling through social media and remembering your business’ name if they ever need your services. The people you serve find your business by searching online after a plumbing emergency strikes. Consider this to determine if implementing a Facebook campaign is the best use of your marketing budget.

Spotlight

APG

The APG is a not-for-profit organisation run for and by its members: primarily account planners in advertising agencies, but increasingly the wider community of communications strategists, including media planners, channel planners, digital planners and DM planners.We believe in the importance of excellent advertising and communications strategy. With products increasingly generic, budgets ever tighter, and communications channels more varied, it has never been more important to have crystal clear strategic thinking to set a brand apart from its competition. We also believe in the role of planning in delivering excellent strategy. Planners are at the heart of creative businesses, so are more likely than anyone else to produce strategies that are creatively inspiring.

OTHER ARTICLES
ADVERTISER CAMPAIGN MANAGEMENT

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

Article | July 19, 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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AD NETWORKS

Alex Webb: More kids with smartphones spells advertising bonanza

Article | October 20, 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

APG

The APG is a not-for-profit organisation run for and by its members: primarily account planners in advertising agencies, but increasingly the wider community of communications strategists, including media planners, channel planners, digital planners and DM planners.We believe in the importance of excellent advertising and communications strategy. With products increasingly generic, budgets ever tighter, and communications channels more varied, it has never been more important to have crystal clear strategic thinking to set a brand apart from its competition. We also believe in the role of planning in delivering excellent strategy. Planners are at the heart of creative businesses, so are more likely than anyone else to produce strategies that are creatively inspiring.

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AD TECH AND MARTECH

Viamedia Promotes Jim Loughran to SVP of Convergent Video Partnerships, Heading Its Patented QTT™ Division

Viamedia | June 03, 2022

Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Jim Loughran has been promoted to senior vice president of convergent video partnerships, overseeing the company’s cloud-based advertising solution that brings the digital and linear television worlds together. He will be responsible for QTT™’s overall business, product, communications and marketing strategy. “Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia. “Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia. “There is no doubt he will create even more value and bring more innovation to our advertising business customers.” Loughran joined Viamedia in 2020 as senior vice president of digital, and in his time with the company has played an integral role in executing and driving digital sales. In his new role, Loughran will continue to oversee the patent-pending QTT™ technology that requests and receives ads programmatically from digital ad exchanges to enable real-time linear cable television ad insertion utilizing existing cable TV infrastructure. Viamedia’s QTT™ solution significantly increases cable ad dollars and advertisers’ marketing options by tapping into the surging programmatic digital advertising marketplace. Loughran will be based in New York City and will continue to report to Viamedia’s CEO, David Solomon. Loughran previously served as senior vice president, national addressable, OTT and digital sales for Ampersand (formerly NCC Media), where he grew ad revenue from approximately $10 million to more than $100 million. About Viamedia Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising. Viamedia’s patented, cloud based QTT™ platform utilizes a proprietary technology stack designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television. Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.

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DISPLAY ADVERTISING

Postclick Raises $20 Million Funding Round, Launches the Future of Digital Advertising Conversion

Postclick | April 12, 2022

Postclick will use the funding to support the company’s evolution from an agency model to a full technology-led SaaS solution that will continually develop new innovations as an advanced partner to the marketing industry. The funds will also advance Postclick’s machine learning and artificial intelligence offerings, as well as deepen the company’s penetration into vertical markets. Until now, Postclick was available to limited customers and by invitation only. With this additional funding and pilot customer feedback, the Advertising Conversion Cloud™ is now openly available. By implementing the platform, marketers across industries can now drastically cut down on wasted ad spending and increase conversion moments. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “So far, marketers have only scratched the surface of optimizing digital journeys to create better conversion experiences. Our evolution from an agency model to a tech-enabled solution enables us to increase conversion rates and return on advertising spend for our clients at a much greater scale.” Capabilities being introduced on the Postclick Advertising Conversion Cloud™ include: Strategic Expertise: CRO experts complete a deep dive into the client’s brand and current campaigns. They build out an initial “core experience” based on the brand guidelines, audience segments and conversion storytelling, which kicks-off the cycle of automated experimentation and optimization. Scalable Creation: Based on a vast data set of over 20 billion data points from landing pages and conversion events over the last decade, the Postclick Advertising Conversion Cloud™ applies machine learning to make layout and content recommendations for landing pages based on clients’ industry and use case. Postclick’s machine learning capabilities dramatically speeds up landing page production and accuracy for conversion moments, enabling the expert conversion team to achieve strong ad-to-page relevance quickly. Experimentation: The AI-driven platform generates different landing page variations based on clients’ core experiences, then uses a Multi-Armed-Bandit testing methodology to dynamically scale traffic to the winning variations. The page with the lowest conversion rates is replaced by a new variation and a new testing cluster is formed. The winning variation continues to be updated based on real-time data and ongoing experimentation. Continual Optimization: The Postclick Advertising Conversion Cloud™ is constantly running experiments on clients’ core experiences, using machine learning to continually optimize pages and ad spend for the strongest possible conversion rate. Each testing phase builds on the last, using network-wide insights to inform future experiments. Network-Wide Learnings: Machine learning tracks every test 
and result across the entire platform, spanning multiple industries, consumer bases and conversion goals. Clients benefit from machine learning tests and experiments across the platform. This enables an entire community of marketers to improve their results based on a continuous stream of real-time conversion data. Postclick’s proprietary platform, the Advertising Conversion Cloud™, was built from a Series A fund raise and now contains data from millions of custom landing page experiences and billions of ad clicks. Postclick’s Advertising Conversion Cloud™ technology delivers the future of digital advertising success by using data-driven UX, modular component libraries and insight from conversion rate experts to drive infinite optimization. As a result, marketers can now leverage the science of conversion data and the power of AI to effortlessly create high-performing post-click experiences at scale. “The Postclick team is partnering with marketers to take back their share of the billions wasted on non-converting digital ad clicks,” said Hunter Sunrise, SVP, Marketing, Postclick. “Our clients are among the most innovative brands in the industry, and are enjoying increased conversions and a boost in customer acquisitions, all while lowering their cost-per-conversion.” Demand for post-click solutions continues to grow as forward-thinking companies turn to Postclick’s platform, including BetterHelp, HUM Nutrition, theSkimm, and Liquid Death. About Postclick Postclick is the world’s leading solution for digital advertising conversions, creating optimized, scalable digital experiences that increase Return on Advertising Spend (ROAS). Combining personalization, optimization, machine learning, and human insight, Postclick guarantees higher conversions for marketers. Check out postclick.com for more information.

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MOBILE ADVERTISING

Adverty and InMobi Introduce In-Game Ads for Global Brands and Agencies

Adverty, InMobi | April 28, 2021

Adverty AB, the world's leading in-game platform for advertisers, agencies, and game developers, and InMobi, the world's leading independent marketing cloud, announced today the official launch of in-game ads on InMobi Exchange. Using Adverty's multi-patented in-game ad technology, brands and agencies around the world will be able to target premium mobile users with advertisements that blend into the game environment, such as electronic advertisement boards in an e-sports arena or the increasingly common casual and hypercasual gaming space.'' "This news shows that the most exciting, largely unexplored media frontier is still very much open for business. Furthermore, both branding and performance advertisement options are available, allowing advertisers to target previously unreachable audiences at scale and turbocharge their marketing campaigns in new ways. With this collaboration, the path is clear for future innovation " says Tobias Knutsson, CEO of Adverty. Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi, said: "One of these new frontiers is in-game ads, which allows advertisers to interact with their customers in a highly intuitive manner. InMobi's technology and unparalleled mobile in-app expertise allow global advertisers to reach a highly engaged and diverse mobile gaming audience in an increasingly relevant medium." Indeed, in recent years, gaming has emerged as an incredibly appealing media channel for advertisers, with prospects for brands to deliver high-impact creatives to a highly engaged global audience of over 3 billion gamers. In terms of both users and time spent, mobile gaming experienced exponential growth in 2020. Through its revolutionary technology designed specifically for gaming, Adverty provides unobtrusive advertisement that links brands and audiences, while buy-side clients can now access new formats in mobile games at scale more conveniently than ever before. Adverty introduced a world-first In-MenuTM format earlier this year to complement its In-PlayTM offerings, in response to high demand for its seamless and non-interruptive in-game inventory. This enables contextually appropriate IAB display banner advertising to be displayed in-game and complements a highly advanced product suite that also allows brands to take over billboards and other virtual outdoor locations within games. About Adverty Adverty, the leading in-game platform, uses innovative display advertisement technology designed specifically for games to deliver seamless advertising that connects brands and people. The platform provides true in-game ad inventory at scale and enables content creators to commercialize the whole experience through unobtrusive, easy-to-integrate, interactive advertising. Adverty, which was established in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv collaborates with advertisers, agencies, and developers to unlock audiences and gaming revenue streams. About InMobi InMobi creates genuine connections between brands and consumers by leveraging its technology platforms and unparalleled access to mobile intelligence. Its Marketing Cloud opens up new avenues for brands to understand, identify, engage, and acquire connected consumers. InMobi, a leading technology firm, has been named to the 2018 and 2019 CNBC Disruptor 50 lists, as well as one of Fast Company's 2018 World's Most Innovative Companies.

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AD TECH AND MARTECH

Viamedia Promotes Jim Loughran to SVP of Convergent Video Partnerships, Heading Its Patented QTT™ Division

Viamedia | June 03, 2022

Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Jim Loughran has been promoted to senior vice president of convergent video partnerships, overseeing the company’s cloud-based advertising solution that brings the digital and linear television worlds together. He will be responsible for QTT™’s overall business, product, communications and marketing strategy. “Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia. “Since joining Viamedia, Jim has been a trusted leader and has proved to execute and drive digital sales. No one is better suited to continue leading Viamedia’s cross-media advertising solutions as SVP of Convergent Video Partnerships, than Jim,” said David Solomon, CEO of Viamedia. “There is no doubt he will create even more value and bring more innovation to our advertising business customers.” Loughran joined Viamedia in 2020 as senior vice president of digital, and in his time with the company has played an integral role in executing and driving digital sales. In his new role, Loughran will continue to oversee the patent-pending QTT™ technology that requests and receives ads programmatically from digital ad exchanges to enable real-time linear cable television ad insertion utilizing existing cable TV infrastructure. Viamedia’s QTT™ solution significantly increases cable ad dollars and advertisers’ marketing options by tapping into the surging programmatic digital advertising marketplace. Loughran will be based in New York City and will continue to report to Viamedia’s CEO, David Solomon. Loughran previously served as senior vice president, national addressable, OTT and digital sales for Ampersand (formerly NCC Media), where he grew ad revenue from approximately $10 million to more than $100 million. About Viamedia Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising. Viamedia’s patented, cloud based QTT™ platform utilizes a proprietary technology stack designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television. Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.

Read More

DISPLAY ADVERTISING

Postclick Raises $20 Million Funding Round, Launches the Future of Digital Advertising Conversion

Postclick | April 12, 2022

Postclick will use the funding to support the company’s evolution from an agency model to a full technology-led SaaS solution that will continually develop new innovations as an advanced partner to the marketing industry. The funds will also advance Postclick’s machine learning and artificial intelligence offerings, as well as deepen the company’s penetration into vertical markets. Until now, Postclick was available to limited customers and by invitation only. With this additional funding and pilot customer feedback, the Advertising Conversion Cloud™ is now openly available. By implementing the platform, marketers across industries can now drastically cut down on wasted ad spending and increase conversion moments. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “In the past decade, marketers wasted $870 billion on digital ad clicks that didn’t convert,” said Mark Mckenna, CEO, Postclick. “So far, marketers have only scratched the surface of optimizing digital journeys to create better conversion experiences. Our evolution from an agency model to a tech-enabled solution enables us to increase conversion rates and return on advertising spend for our clients at a much greater scale.” Capabilities being introduced on the Postclick Advertising Conversion Cloud™ include: Strategic Expertise: CRO experts complete a deep dive into the client’s brand and current campaigns. They build out an initial “core experience” based on the brand guidelines, audience segments and conversion storytelling, which kicks-off the cycle of automated experimentation and optimization. Scalable Creation: Based on a vast data set of over 20 billion data points from landing pages and conversion events over the last decade, the Postclick Advertising Conversion Cloud™ applies machine learning to make layout and content recommendations for landing pages based on clients’ industry and use case. Postclick’s machine learning capabilities dramatically speeds up landing page production and accuracy for conversion moments, enabling the expert conversion team to achieve strong ad-to-page relevance quickly. Experimentation: The AI-driven platform generates different landing page variations based on clients’ core experiences, then uses a Multi-Armed-Bandit testing methodology to dynamically scale traffic to the winning variations. The page with the lowest conversion rates is replaced by a new variation and a new testing cluster is formed. The winning variation continues to be updated based on real-time data and ongoing experimentation. Continual Optimization: The Postclick Advertising Conversion Cloud™ is constantly running experiments on clients’ core experiences, using machine learning to continually optimize pages and ad spend for the strongest possible conversion rate. Each testing phase builds on the last, using network-wide insights to inform future experiments. Network-Wide Learnings: Machine learning tracks every test 
and result across the entire platform, spanning multiple industries, consumer bases and conversion goals. Clients benefit from machine learning tests and experiments across the platform. This enables an entire community of marketers to improve their results based on a continuous stream of real-time conversion data. Postclick’s proprietary platform, the Advertising Conversion Cloud™, was built from a Series A fund raise and now contains data from millions of custom landing page experiences and billions of ad clicks. Postclick’s Advertising Conversion Cloud™ technology delivers the future of digital advertising success by using data-driven UX, modular component libraries and insight from conversion rate experts to drive infinite optimization. As a result, marketers can now leverage the science of conversion data and the power of AI to effortlessly create high-performing post-click experiences at scale. “The Postclick team is partnering with marketers to take back their share of the billions wasted on non-converting digital ad clicks,” said Hunter Sunrise, SVP, Marketing, Postclick. “Our clients are among the most innovative brands in the industry, and are enjoying increased conversions and a boost in customer acquisitions, all while lowering their cost-per-conversion.” Demand for post-click solutions continues to grow as forward-thinking companies turn to Postclick’s platform, including BetterHelp, HUM Nutrition, theSkimm, and Liquid Death. About Postclick Postclick is the world’s leading solution for digital advertising conversions, creating optimized, scalable digital experiences that increase Return on Advertising Spend (ROAS). Combining personalization, optimization, machine learning, and human insight, Postclick guarantees higher conversions for marketers. Check out postclick.com for more information.

Read More

MOBILE ADVERTISING

Adverty and InMobi Introduce In-Game Ads for Global Brands and Agencies

Adverty, InMobi | April 28, 2021

Adverty AB, the world's leading in-game platform for advertisers, agencies, and game developers, and InMobi, the world's leading independent marketing cloud, announced today the official launch of in-game ads on InMobi Exchange. Using Adverty's multi-patented in-game ad technology, brands and agencies around the world will be able to target premium mobile users with advertisements that blend into the game environment, such as electronic advertisement boards in an e-sports arena or the increasingly common casual and hypercasual gaming space.'' "This news shows that the most exciting, largely unexplored media frontier is still very much open for business. Furthermore, both branding and performance advertisement options are available, allowing advertisers to target previously unreachable audiences at scale and turbocharge their marketing campaigns in new ways. With this collaboration, the path is clear for future innovation " says Tobias Knutsson, CEO of Adverty. Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi, said: "One of these new frontiers is in-game ads, which allows advertisers to interact with their customers in a highly intuitive manner. InMobi's technology and unparalleled mobile in-app expertise allow global advertisers to reach a highly engaged and diverse mobile gaming audience in an increasingly relevant medium." Indeed, in recent years, gaming has emerged as an incredibly appealing media channel for advertisers, with prospects for brands to deliver high-impact creatives to a highly engaged global audience of over 3 billion gamers. In terms of both users and time spent, mobile gaming experienced exponential growth in 2020. Through its revolutionary technology designed specifically for gaming, Adverty provides unobtrusive advertisement that links brands and audiences, while buy-side clients can now access new formats in mobile games at scale more conveniently than ever before. Adverty introduced a world-first In-MenuTM format earlier this year to complement its In-PlayTM offerings, in response to high demand for its seamless and non-interruptive in-game inventory. This enables contextually appropriate IAB display banner advertising to be displayed in-game and complements a highly advanced product suite that also allows brands to take over billboards and other virtual outdoor locations within games. About Adverty Adverty, the leading in-game platform, uses innovative display advertisement technology designed specifically for games to deliver seamless advertising that connects brands and people. The platform provides true in-game ad inventory at scale and enables content creators to commercialize the whole experience through unobtrusive, easy-to-integrate, interactive advertising. Adverty, which was established in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv collaborates with advertisers, agencies, and developers to unlock audiences and gaming revenue streams. About InMobi InMobi creates genuine connections between brands and consumers by leveraging its technology platforms and unparalleled access to mobile intelligence. Its Marketing Cloud opens up new avenues for brands to understand, identify, engage, and acquire connected consumers. InMobi, a leading technology firm, has been named to the 2018 and 2019 CNBC Disruptor 50 lists, as well as one of Fast Company's 2018 World's Most Innovative Companies.

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Events