Why You Should Pair Programmatic Advertising with Paid Search

CHANDAL NOLASCO DA SILVA | February 19, 2019 | 194 views

While experienced search marketers are quite familiar with auctions, the programmatic auction is a different beast. Navigating the ins and outs of programmatic advertising can be a lot harder than launching a Google Ads campaign.For this reason, the two often don’t work together.This is also true for other types of online marketing channels.

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Harbinger

For 30 years, Harbinger has helped hundreds of clients optimize the debut of their brand, product or purpose in Canada, achieving results that matter most to their success. We have experience leading unique go-to-market strategy, as well as adapting global plans for optimized success across the country. We believe it’s about making the best first impression and driving momentum to make it a lasting one.

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Multimedia Content: The Key for B2B Brand Marketing

Article | August 2, 2022

Every business understands that brand marketing is the name of the game. In fact, the brand is a business’s best asset. It can help a business stand out amongst its competitors in the most authentic way possible. It can also act as a bridge and connect a business to its target audience. When it comes to brand marketing, many businesses do not struggle with the concept. They struggle with the application. Marketing techniques are changing every few months. New platforms are being introduced in the digital world. It’s easy for businesses to lose themselves and their identity while adapting to change. Unfortunately, this is one of the common issues that businesses face while marketing their brand. 5 Common Branding Problems for Businesses Every business has encountered at least one of these problems: • Lacking an established identity. An undefined brand is just as bad as not having a brand • Consistent messaging across various platforms. Some businesses struggle with remaining true to their brand values as they navigate new channels • Possessing a creative marketing strategy. Without a direction or guide, it’s hard for businesses to discover their target audience and where to market to them • Staying true to a target audience. Many businesses have lost their core audience while trying to gain a new one • Lack of scalability. Some businesses struggle with discovering which marketing techniques can take them to the next level Fortunately, there’s a solution that can solve all these problems. That solution is multimedia content. How Multimedia Content Can Help Maximize Brand Marketing What is multimedia content? Content that incorporates a variety of different elements for its consumers. These elements could be audio, text, or graphic images. Each of these elements can be used separately to market content. But when used together, they can enhance the brand marketing experience for businesses and its customers. What are some examples of multimedia content? • Landing pages that include videos and images • Blog posts with video clips from podcasts • Infographics that include text •Social media posts that include text and images Multimedia content also allows new marketing possibilities for businesses. Digital marketing includes a vast array of content, from blog posts and website pages to videos and infographics. Businesses can take advantage of these elements and create new marketing content for their customers. A software company, for example, can create an installation guide with infographics and post it on their website page. Businesses can also create storyboards to explain difficult concepts about their products or services. Discovering new content to produce for their customers is another way that businesses can stand out amongst their competitors. Consistent Branding with Variety Businesses can use different media elements to add a little variety to their content. Audio and visual elements can be used to enhance blog posts or FAQ pages and increase the engagement for readers. Adding these new elements can help businesses stand out amongst the competition while remaining authentic. Maintaining a consistent brand identity makes it easier for businesses to establish trust with their target audience. Exposure to a Wider Audience At the same time, businesses always want to think of ways to expand themselves. This is what makes multimedia content so beneficial for businesses. They can use different multimedia elements to introduce their content to a different audience. Take an IT service company, for example, who wants to market their services to customers outside of their local area. They can create a blog post on cloud storage, repurpose it into a video and post the video on the business’s YouTube page, with the link to the original blog post in the description box of the video. This type of content is marketable to every type of consumer. Businesses can provide audio content like podcasts to customers who may not yet be subscribed to their websites. They can create visual content for customers who are more drawn to striking images. Incorporating these different elements allows businesses to reach customers that they may not have reached through just text-based or audio-based content. Creative Possibilities for Digital Marketing Multimedia content also allows new marketing possibilities for businesses. Digital marketing includes a vast array of content, from blog posts and website pages to videos and infographics. Businesses can take advantage of these elements and create new marketing content for their customers. A software company, for example, can create an installation guide with infographics and post it on their website page. Businesses can also create storyboards to explain difficult concepts about their products or services. Discovering new content to produce for their customers is another way that businesses can stand out amongst their competitors. Established Brand Identity Each business wants to be viewed as unique by their customer base. They do not want to be compared to every other business in their industry. With multimedia content, businesses can add a unique touch to their content marketing. Different multimedia elements and the way that they are embodied throughout the content can help businesses to stand out amongst its competitors. Using these elements can also help a business remain in the creative stages of marketing. When a business remains in the creative phase, it makes establishing a creative marketing strategy easier. Consistent and Creative Marketing Strategy Like every other aspect of business, marketing is easier when a strategy is in effect. Multimedia content helps answer many marketing questions for businesses. Instead of spending additional time wondering what marketing platforms are effective, multimedia content can be used for every type of platform. This allows businesses to use many interactive elements in their content and become more proactive in their marketing strategy. Businesses can create effective marketing systems by scheduling specific times to post different types of content across several platforms. By leveraging these methods, businesses can remain consistent with their brand marketing. Greater Opportunities for Growth Creating multimedia content also leads to increased productivity for businesses. Multimedia content gives businesses several options for content marketing. They can choose to create original content or repurpose their current content and add something new and refreshing. These options help businesses reduce the amount of time they would spend on creating content. With the additional time, businesses can brainstorm opportunities for growth. They can spend additional time generating leads and catering to their current audience. Taking The Next Steps with Multimedia Content For businesses that want to transition into multimedia content, the best place to start is with the business’s vision. Consider what goals want to be achieved with the use of multimedia content. This type of content is so multifaceted that it can help any business achieve its core objectives. Software companies can use multimedia content to educate their core audience about a particular product. They can use different interactive elements to illustrate how their product or service helps solve their audience’s problems. Next, consider the needs of the target audience. Conduct some research and discover the audience’s responses when it comes to different types of content. Keep track of the different types of formats and platforms the audience is visiting. Once the goals and needs of the audience are clearly defined, think about the different types of multimedia content that can be created. Businesses can incorporate different types of audio, visual, and interactive elements into their marketing content. Lastly, remember to track the results of the multimedia content once it’s been created and distributed. Taking these next few steps can help businesses maintain a consistent brand marketing strategy.

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Display Advertising

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

Article | July 8, 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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Advertiser Campaign Management

Which Online Advertising Strategy Is Right For Your Business?

Article | July 19, 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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Alex Webb: More kids with smartphones spells advertising bonanza

Article | February 10, 2020

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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Spotlight

Harbinger

For 30 years, Harbinger has helped hundreds of clients optimize the debut of their brand, product or purpose in Canada, achieving results that matter most to their success. We have experience leading unique go-to-market strategy, as well as adapting global plans for optimized success across the country. We believe it’s about making the best first impression and driving momentum to make it a lasting one.

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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.

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