How to Reach More Clients Through Digital Advertising

Dentist's Money Digest | January 23, 2019

Advertisers and marketers face numerous challenges in an online environment, regardless of the industry, they are working for. Competition is definitely shooting in different directions. This has made digital advertising a useful tool to reach out to your target audience for your medical practice. This ad must be aimed at attracting the attention of your potential clients with the message they are eager to hear. The challenge is if you are not sending a well-crafted message to a specific demographic, then it is more like trial and error. This can work only if you have a massive advertising and marketing budget. But if you are an independent medical practitioner looking to reach out to your clients in the local area, your ad message should be customized to suit the needs of your specific market. Your prospective clients need to be segregated carefully. Here are five effective steps for successful audience targeting in your digital advertising campaign. These steps will enable you to approach your audience with the right message and converse with them in more personalized and evocative ways.

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

Spotlight

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.

In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

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Retargeting, Ad Tech and Martech

Nano Interactive Launches Intent Personas – World-First Demographic Targeting Without Using Personal Data

ExchangeWire | July 07, 2023

Nano Interactive, leaders in ID-free ad targeting solutions, today (July 4th, 2023) announces the launch of Intent Personas, a more accurate way to target users based on demographics using AI-led contextual advertising – without the use of cookies, user profiling or any form of personal data. As advertisers increasingly move away from traditional demographic and people-based targeting tactics, they are looking for new solutions to meet this demand. This is in part is down to the decline of cookies – with Google Chrome confirming it is sunsetting cookies in Q1 2024 - but also because of consumer behaviour. Nano’s research shows that 70% of consumers are masking their identity online on a weekly basis or even more often. Intent Personas offers accurate audience segments delivered via machine learning and verified by always up-to-date panel data. These are robust, trustworthy personas ready for targeting without the guesswork and stereotypes of the past, combining billions of data signals with verification from ‘real world’ consumer panel data to accurately target demographics such as parents, homeowners, pet owners, and baby boomers. This includes an extensive suite of ready-to-use personas in the Nano Intent Library. Kantar research has shown in the past that 99% of laundry product ads and 70% of food and toiletry products were targeted at women, while actual decision-maker status is equally shared among both genders in most UK households. Even looking beyond the obvious problems of gender stereotyping which occur in traditional audience-based approaches, the same study found resulting negative impacts also upon not just the campaigns themselves, but brands as a whole that make such assumptions. Nano’s approach makes context the proxy for intent, removing such assumptions, also verifying those targeting choices against the actual groups they are targeting. Another result of this is more accurate targeting than the traditional audience-based approach using cookies – in fact, testing has shown that Nano’s ID-free demographic segments are around 44% more accurate than the current cookie-based targeting model. Carl White, CEO Nano Interactive said “Every time we go online, we express our intent in countless ways. From the content we read, what we search for, the type of device we access it on and the time of day. By making sense of these signals and verifying them with feedback from real people, we’re giving advertisers a new way to reach demographics without relying upon any kind of personal data. Not only does this provide advertisers with a much-needed new tactic in the face of cookie deprecation, it is also quite simply more accurate than ID-based methods.” Nano and The Old Vic theatre, in partnership with AKA UK, recently targeted parents using Intent Personas in their latest campaign for the summer children’s show, Mog the Forgetful Cat. Again, by using intent signals verified by panel data, the campaign delivered a 35% increase in purchase consideration and a 71% uplift in clickthrough rate (CTR) versus industry benchmarks – all without personal data. Alex Orchard, media account director, AKA UK, said “Nano’s innovative and alternative approach to demographic targeting aligned extremely well with our client’s needs. With the increasing challenges around ID-dependent targeting, having a long-term solution that doesn’t rely on any form of personal data, and that is proving to be fully scalable and effective, positions Nano as a key partner to future-proof our plans.” About Nano Interactive Nano Interactive are leaders in targeting without the use of personal identifiers. Since launch Nano has delivered over 2000 campaigns for leading brands across mobile, video and display and continues to powerfully connect brands with relevant audiences. Its AI driven targeting platform utilises multiple forms of live intent signals (such as live search queries) combined with next generation contextual targeting to enhance advertising performance in a 100% privacy friendly way.

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Display Advertising, Ad Tech and Martech

RAD Technologies Inc. and Overplay Partner to Drive the Future of Digital Advertising Through the Creator Economy

Business Wire | June 30, 2023

Creative intelligence company RAD Technologies Inc., widely recognized as RAD AI, and user-generated gaming platform Overplay have joined forces in a strategic partnership to launch innovative engagement tools for the creator community. This collaboration marks a new era in interactive content, social gaming, and digital marketing by marrying artificial intelligence with video and game creation. Now, RAD AI’s brand partners and its vibrant creator community have premier access to Overplay's powerful platform to turn their intelligence-driven video content into highly engaging games at the click of a button. “Overplay brilliantly merges the personal connection of social media with the addictive fun of hyper-casual games in a way that drives new levels of engagement like we’ve never seen,” said Jeremy Barnett, CEO and co-founder of RAD AI. “Our creators and brand partners love Overplay because the unique format stands out in a busy feed and invites interaction, consistently driving ROI.” Overplay’s team is utilizing the powerful precision of RAD AI’s data-driven creative intelligence to identify the most trending topics across social and to inform decisions about target audiences, creator selection, and content strategy. “RAD AI enables us to rapidly identify and activate the most influential communities at scale,” said Caroline Strzalka, COO and co-founder of Overplay. “Furthermore, their creator-first mentality and proven data-informed approach align perfectly with our ethos. This partnership will undoubtedly open exciting new opportunities for all stakeholders - content creators, influencers, marketers, and consumers alike.” For more information on how RAD AI automates ROI-based creative decisions and content strategy at scale, visit https://www.radintel.ai/. For more information about Overplay and to invest in the future of gaming and interactive content, visit wefunder.com/overplay. About Overplay Overplay is a user-generated gaming platform that empowers creators to build their own games from short videos and share them with the world. Founded by seasoned interactive media executives Dan Projansky and Caroline Strzalka, Overplay aims to democratize game development and make it accessible to everyone. The platform has generated over 1 million games played and 150,000 alpha app downloads, and has a waitlist of over 7,000 creators eager to use its beta version game maker. Overplay is backed by Village Global, Gaingels, Sound Media Ventures, Plus Eight Equity Partners, Gaingels, Red & Blue Ventures, Band of Angels, Stampede Ventures, and Outlander Capital as well as angels from Warner Brothers and Riot Games. For more information, please visit overplay.com. About RAD Technologies, Inc RAD AI (Remove All Doubt) is an artificial intelligence that automates ROI-based creative decisions and content strategy at scale. The company uses its proprietary AI through 600+ API connections to deliver unbiased creative intelligence that informs campaign concepts, content production and influencer selection. This results in better ROI across the entire marketing mix, hundreds of hours saved on creating content, and a measurable reduction in content costs. The company is based in Los Angeles and was founded in 2018. For more information about RAD Intelligence, please visit us at https://www.radintel.ai.

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Ad Tech and Martech

DanAds: A Decade of Breakthroughs in Self-Serve Ad Automation

ExchangeWire | August 01, 2023

For the past ten years, DanAds has been at the forefront of self-serve ad automation technology, revolutionising the programmatic advertising space with cutting-edge solutions for an ever-changing marketplace. Through a customer-centric approach and a shared vision, DanAds has continuously pushed boundaries and remained a global leader in innovation. In a rapidly evolving advertising industry, brands, and publishers have consistently sought the most efficient and cost-effective ways to reach their target audiences. Online advertising provided broader reach, but it also brought challenges such as longer timelines, higher costs, and reduced transparency. DanAds founders, Istvan Beres and Peo Persson, recognised the need for a better solution and founded DanAds in 2013, aiming to reshape how publishers and brands sell their inventory to advertisers. The early days were met with scepticism as Beres and Persson urged prospective clients to embrace a future-forward approach. Despite the initial resistance, DanAds secured financing in 2016 and signed clients such as Bloomberg, Philips, and Truecaller, setting the stage for their self-serve revolution. In subsequent years, DanAds continued to thrive, acquiring Backbone in 2018 and expanding its client base with companies like TripAdvisor. In 2019, DanAds established subsidiaries in the UK and the US, signalling their global aspirations. Then, in 2020, amidst the challenges of the pandemic, DanAds managed to achieve a net revenue of 24m SEK, (£1.8m) showcasing their resilience and adaptability. The momentum continued in 2021, with DanAds completing an equity financing round of 121m SEK (£8.9m) and securing an additional 100m SEK (£7.4m) in debt financing from the EIB and Nordea. The company launched its core self-serve platform, experienced significant growth to 45m SEK (£3.3m), and appointed a new board of directors led by chairman Anders Borg. However, 2022 presented unforeseen challenges, including inflation, a halting global economy, and geopolitical conflicts. DanAds prioritised its team's well-being by relocating developers from Ukraine to western parts of the country and other European locations. Despite these obstacles, DanAds achieved remarkable growth, generating 131m SEK (£9.7m) in net revenue with a net retention rate of 136% going into 2022. They also hosted the world's first self-serve and Advertising Automation Summit. In 2023, DanAds celebrated its 10th anniversary with a focus on expanding its US team to 10 people and securing 13 contracts in Q1 alone, a significant increase compared to the previous year. The company now operates in two divisions, automation services, and self-serve, and has expanded into new marketplaces, solidifying its position as a true ad tech industry leader. DanAds' success has not gone unnoticed, with several prestigious awards and recognitions in 2023, including the "Product of the Year" award at the NAB show and a spot on the AdExchanger Power Player List. G2 also recognised them as a high performer during the spring and summer. So why do publishers believe in self-serve so much? The answer lies in the power and control it gives them. DanAds' self-serve technology and ad automation are adaptable and used by international portfolios of clients across various industries. Publishers gain control over their advertising lifecycle, increasing transparency and trust in their processes. As DanAds looks to the future, its founders' belief in self-serve's potential has been validated. With a robust account management team, a strong US presence, and a growing pipeline of high-quality clients, DanAds is poised for a bright and successful future in the ad tech industry. About DanAds DanAds is the leading provider of self-serve advertising technology, connecting ad sellers (publishers) directly with advertisers of any size through a fully automated ad sales platform. DanAds provides publishers with their own branded platform, allowing them to dramatically reduce manual administration and monetize their valuable user data. With the help of DanAds, all ad buyers can get access to premium advertising space independent of brand and budget, without expensive middlemen. Clients include Bloomberg Media, Tripadvisor, The Washington Post, Hearst Magazines, Roku and SoundCloud. Learn more on www.DanAds.com.

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