In today’s Executive Briefing, Catherine Boera, SVP, Director of Communications Planning, Active International discusses the Three Factors That will Change the Future of Online Advertising. Also included is the post, Evolution of Hypertargeting in Advertising and Privacy.
As we enter this next phase for CommPRO I’d like to take a moment to thank our loyal readers and partners for their continued support. We hope our new readers enjoy CommPRO and welcome your feedback and suggestions so we continue to provide a unique and relevant service. You can reach me at: firstname.lastname@example.org.
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Editor's Note: How exactly did Buzzfeed managed to accumulate 1 million subscribers in 2014 alone? We have unpacked 20 steps / email marketing tips, the media news company took to reach this staggering number which looks set to be far higher in 2015.
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By Gary Vaynerchuk
When it comes to marketing, I believe in the jab jab jab right hook philosophy: you give give give before you can get. Before you can ask anyone for anything, whether it's business or a sale or whatever, you need to provide something first: you need to bring value.
Social media is an amazing place to do this because it provides so many opportunities for one on one interactions, and it is an essential tool in getting your value out there, whatever form it takes. Video Q&As, articles, how-to's, you name it, social media has a way to make sure people see it.
Instagram, however, is an interesting case. With the way Instagram works, you might think that it is entirely a "jabbing" platform. What I mean by that is this: you post photos, and then from there you can tag a location or add a caption. The options don't go much farther beyond that. Compared to Facebook with dark posts and Twitter with retweeting and replying, it can feel like Instagram is a bit of a dead end. Who am I talking to? Who is seeing this? They only recently rolled out a public ad platform and it's entry barrier is pretty high.
So, maybe Instagram is that place where you only jab. This could be the case if you know a lot of your fans also follow you on Facebook, or Twitter, where right hooks are a bit easier to throw. If you sell sneakers, you could use Instagram to put up those sweet pics of your sneaks.
But, there is a way to right hook on Instagram that many people don't think about enough. The link in your profile. So many people use this space as a place to merely post their website address. But, what if you put up a post saying "New sneakers for sale, link in profile". Now this is getting interesting. Now you have a way to directly link to a point of purchase. And if that photo of the sneakers is a super sweet photo, that could be enough to get someone to click.
This is the only way to drive people out of Instagram. Links are not allowed in captions and the only place a link can live is in that space under your bio.
I've used this tactic for the #AskGaryVee Show. I put up a 15 second clip from the most recent episode, and as the caption write "Link to new episode in bio!". And it works. People click, my friend.
But of course, you have to evaluate what works best for your right hook. Like I said before, maybe Instagram is your jabbing platform. Maybe it's selective right hooks. Maybe you create a deal for Instagram followers only. Test and learn. See what works. You never know what you might find out.
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Editor’s Note: CommPRO reached out to our community and asked the question, “What is the future of advertising?” With the rise of larger screens on smartphones, faster connections and a host of other Net-connected devices, online video is now the fastest-growing ad category, growing to nearly $11 billion in 2014. What is the future of online advertising? Will it look like television, or is the Internet of Things a unique platform requiring video advertisers to rethink their approach to successfully target consumers? This is the third in a series of responses. Click here for Part I. Click here for Part II. We welcome your commentary. Please email email@example.com
By Catherine Boera, SVP, Director of Communications Planning, Active International
The rapid growth of customer data and new technology is dramatically impacting online advertising best practices. While advertisers have largely embraced the new dynamics of today’s media marketplace, the more pressing challenge now is to remain relevant and competitive as technology advances and customer data continues to grow.
With eMarketer predicting that global digital and mobile ad spend will reach about $235 billion this year, it’s clear that activity in this space is at an all-time high. And it is only likely to grow from here. While digital advertisers are already known as the most technologically savvy in their profession, there are still significant improvements to be made to ensure we are making optimal use of the technology and data we have at our fingertips. Here are a few trends that will shape the future of online advertising in coming years:
Growing Focus on Measuring Ad Spend
With advertisers pouring money into online ad budgets, companies are increasingly focused on measuring that ad spend at the board level. Online advertisers are now being held more accountable for their results and must prove that they can reach their target consumers when and how they say they can. To deliver favorable results, online advertisers must become more accountable for the standards, data and tools they use to measure ad impact. Developing those solutions will fall to the vendor and research community, but it will be up to advertisers to push that agenda forward. The upfront investments will be significant but so will the benefits. As online advertising evolves, we need to make that commitment and invest in smarter tools.
Improving the Benefits of Programmatic Buying
Customer data and the systems that manage it will need to become more integrated in order for the potential benefits of programmatic buying to be fully realized. The impact and efficacy of programmatic advertising has improved through the development of platforms that better integrate first-party (advertiser owned) and third-party customer data. Advertisers have also become more aware of how their first-party data can be used to inform their ad buys. There are still improvements to be made, however, to ensure all data is normalized and usable. Because much of the consumer data we have today exists in different formats, it's being underutilized. That must be a focus moving forward.
Improving Cross-Device Measurement
Cross-device identification once meant measuring consumer behavior across desktop computers, tablets and smartphones only. With the number of new mobile devices rapidly growing, advertisers are facing new challenges measuring the impact of their digital campaigns. Being able to accurately identify consumers across multiple devices can provide advertisers with a tremendous amount of insight that we are missing today. While cookies remain the dominant tracking mechanism, they are limited when it comes to mobile and apps. Luckily, other methods, such as probabilistic matching and logged-in user data are becoming more commonplace. But these measurement solutions need to become more sophisticated and broadly adopted if advertisers want to more precisely identify consumer behavior across all of their devices.
New technology and data have revolutionized online advertising in the last several years. The level of ROI transparency that digital provides already eclipses what is available for linear channels. That said, we've really only begun to scratch the surface of what's possible in a digitally driven advertising world. The costs of breaking new ground will certainly be high, but those companies and advertisers that lead the industry forward are also certain to reap the benefits that online advertising promises to deliver.
[author] About the Author: Catherine Boera, Senior Vice President and Director of Communications Planning, brings more than 15 years of strategic communication planning experience in traditional and digital media to Active International, the largest global independent corporate trade company. She is responsible for creating communications plans that help her clients reach their brand and messaging goals across media channels and client touch points. [/author]
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By Simmy Owens, Business Development Director, Prime Access Advertising
Hypertargeting started being used on MySpace in 2007 and allowed for advertisers to target up to 10 consumer categories of their choice. Since that initial foray, hypertargeting has grown in depth and capacity year after year. Hypertargeting became an option with the advent of Big Data for target consumer mining.
In general, when you use hypertargeting, you draw information from three sources:
Registration. This is the basic data provided when a user initially signs up for a site or app. This information usually includes age, sex, and location, plus additional information such as phone number and email address.
Profile. This information is generally more extensive and is completed by active users of the site on their profiles. It includes such things as all types of “favorites,” activities of choice, work information, and preferred brands. In the case of Facebook, a person’s profile includes an extensive amount of information about them.
Behavioral history. This is all the information gathered from your various online activities, including the types of products you buy, the sites you visit and/or register on, and the groups you belong to. It also may include what you comment on or post to social media sites.
With all of this information readily at hand, marketing becomes a part of almost every interaction you make on the internet. Have you ever noticed that when you search for something—even on unrelated sites—related advertisements pop up on your social media and email sites?
All of this accessible information is great for marketers and makes hypertargeting an incredible tool. However, it can be disturbing or even just annoying to have what you’ve viewed start showing up everywhere you go online. Years ago, this invasion into our day-to-day routines would have been more troubling than it is now. Today, it’s becoming more and more a part of our daily internet experience.
Whether you are a marketer or an individual being marketed to, the advance of hypertargeting in such a short period of time is pretty impressive. If you have a problem with privacy issues, you’ll have to figure out a way to deal with it, since those pesky terms and conditions require you to waive your privacy rights in most cases. It’s a brave new world we live in, so make sure what you say or post online is not going to backfire on you today or in the future!
[author] About the Author: Simmy Owens is Business Development Director at New York based Prime Access Advertising. Prime Access is the only full-service multicultural advertising and marketing communications company specializing in health care. [/author]
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