Breaking Through the Noise with a Tailored Advertising Approach
February 28, 2023 |
Matt Shore
Capturing attention can be difficult in the B2B advertising space, but the ability to tailor your approach to your audience’s preferences can help you break through the noise. By leveraging insights gathered from analytics reports and strategic conversations, you can unlock the full picture of your target audience. When utilized effectively, you can help build brand awareness and trust as well as provide the tools necessary to push prospects through the funnel by way of individualized conversations between sales and target accounts.
How exactly does this process work?
Once your target audience has been defined and your ad campaign has deployed, AdDaptive provides performance updates throughout the flight via the Campaign Analytics report. After the flight ends, you will receive the Site Analytics report showing which of the targeted accounts are interacting with your client’s website via your ad campaign. These actionable analytics paired with strategic conversations with our experts will give you a holistic view of your audience and the types of content that resonate with them.
Now it’s time to use what you’ve learned to break through the noise.
When you know your audience’s preferences, you can tailor your advertising approach to fit their needs. Build brand awareness and trust by sending engaging marketing emails to colder prospects to stay top of mind rather than being labeled “just another email notification.” Sales teams can leverage engagement data from said emails to initiate individualized conversations with prospects to meet them where they are in the buying process and begin building relationships. Think of this like sending a birthday card to a friend. You could sign your name at the bottom of a store-bought card with a generic birthday wish, but taking time to write a more personal message would stand out and show that you understand their needs.
What does this look like in practice?
In your Site Analytics report, you might notice one of your prospects has spent significant time on the “product features” tab on your client’s website. Your client’s sales team can take advantage of this info by reaching out to the prospect with the right message at the right time. For example, they could say “Hi (insert name here), we noticed you were exploring our product features page and thought you might be interested in this one-sheet explaining our solution a little more in-depth. Do you have any questions I could help answer?” This way prospects are being met where they are in their independent research process and are being provided another piece of content that will keep them informed, engaged, and moving through the funnel.
Let’s keep the prospects moving.
As prospect relationships grow, continued individualized conversations will help propel them towards purchase. With each campaign you will be able to learn more about your audience and hone in on the things that matter most to them. Just by simply running your ad campaign and interpreting your analytics reports through strategic conversations with our experts, you will know your client’s target audience best. Now you can provide exactly what prospects are looking for, making their buying process quick and easy.
Actionable analytics and a strategic partnership with AdDaptive are the most important tools for building lasting relationships with your prospects and tailoring your advertising approach to your target accounts’ needs. Laying a strong foundation of brand awareness and trust through individualized conversations with prospects will not only help push prospects through the funnel but keep them coming back again and again.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Programmatic Audio is a powerful addition to the B2B marketer’s media plan with high impact and trackable ads that reach professional audiences where they are intently engaged. With ample visual stimulation in the work day, professionals often refer to other channels for news, professional development, or relaxation, such as podcasts, streaming music, or radio. And according to eMarketer, by 2021, the average US adult will spend 86.88 minutes a day with digital audio (source) cementing it as a key component of your B2B advertising strategy.
AdDaptive’s new audio offering can be used alone or in combination with other media types including Display, Video, B2B Sponsored Content, and CTV. In fact, marketers are finding that adding an audio element to your media plan is an excellent way to balance visual ads for an unobtrusive yet well-rounded experience.
The most impressive aspect of this new offering is that AdDaptive’s industry-leading B2B ABM Analytics can be used to support audio ads and funnel audience insights back into your campaign for the most intelligent targeting and campaign excellence.
Download AdDaptive’s Overview of Programmatic Audio Advertising to learn more about the benefits of this expanded offering:
Programmatic CTV ad buying has created waves in B2B ad tech as internet connected devices have extended along with the virtual workplace. Previously, Linear (traditional) TV was touted for its reach — the ability to reach large audiences indiscriminately. However, reach must be coupled with accuracy in order to produce powerful results, and programmatic ad buying does just that with its ability to target B2B professionals with verified online and offline data. AdDaptive’s B2B CTV solution provides unrivaled accuracy through its programmatic approach and unparalleled post-campaign reporting. Leveraging a programmatic, data-driven approach to ad inventory positions CTV for advanced B2B targeting and accuracy — and for the first time ever, analytics.
Expanding beyond Linear TV and towards a programmatic, data-driven approach to ad inventory positions CTV for advanced B2B targeting and accuracy–and for the first time ever, analytics.
AdDaptive’s Programmatic Approach to B2B CTV
Download this two-pager to explore the benefits of a programmatic approach to B2B CTV in comparison to Linear TV and find out why the programmatic approach to ad inventory is the future of CTV .
When the first banner ad graced the screens of HotWired.com visitors on October 27, 1994, brand safety concerns and “banner blindness” were still decades away. In this time and space, the ideal audience for this ad was everyone. The ad was designed with an adventurous, service-based message influenced by the technological allure of the future. It asked, “Have you ever clicked your mouse right HERE?” then responded with the premonition, “You will” (source). 44% of people clicked on the first banner ad, which is quite a contrast to today’s widely diverse advertising ecosystem where the average click rate is 0.5 % (source). In other words, the ad’s prediction was quite accurate. Millions of people clicked on the first banner ad; since then, millions of banner ads have appeared online thanks to the seismic growth of digital advertising and the introduction of programmatic.
DOMESTIC SPEND ON PROGRAMMATIC ADVERTISING IS ESTIMATED TO REACH ROUGHLY $60 BILLION IN 2019, ACCORDING TO EMARKETER (source).
Fast forward to November 7th, 2019–the digital world celebrated the first National Programmatic Advertising Day recognizing the many advancements made in digital media. With the introduction of programmatic advertising, the digital advertising climate has evolved to show limitless potential—from marketing with AI to programmatic radio and TV. Domestic spend on programmatic advertising is projected to reach roughly $60 billion in 2019, according to eMarketer. However, with data being the bridge that connects advertisers to their target audiences, marketers and consumers alike have become more privy to transparency and control in digital advertising.
Now, in this new era of digital advertising, an increased emphasis on transparency becomes a differentiator between ad tech companies. For example, companies are now able to power campaign efforts using AI technology. This advantage not only allows companies to be more transparent with their use of data and the reach of the ad campaigns – it also allows them to bridge first- and third-party data faster and more efficiently than humanly possible. Companies with access to advanced insights and analytics are able to use transparent reporting to inform future campaigns–a notable advancement in the industry.
SINCE 1994, DIGITAL ADVERTISING HAS COME A LONG WAY, AND SO HAVE THE SKILLS NEEDED TO CUT THROUGH THE NOISE AND CONTINUALLY DEPLOY SUCCESSFUL AD CAMPAIGNS.
Since 1994, digital advertising has come a long way, and so have the skills needed to cut through the noise and continually deploy successful ad campaigns. Today, as the average person views 1,700 banner ads a month, it not only takes powerful creatives to reach their target audience, but it also requires precise targeting (source). No matter how profound the creative is, it must reach those it will resonate with at the right time. This understanding is where AdDaptive stands out among other prominent ad tech companies. AdDaptive’s technology boosts display (banner), B2B Sponsored Content (native), and video advertising efforts by ensuring you reach your target business audiences at scale while providing valuable audience insights to inform future campaigns. Fueling our intelligent technology with validated, firmographic data means three things: We only serve ads to the decision-makers that matter most, the data used to target your B2B audience is verified, and the insights obtained from each campaign are actionable.
In the past 25 years, the industry has evolved and so has the technology used to ensure ads reach the right audiences. The banner ad is still going strong, but it has been adapted to fit different formats and distribution channels to make the digital advertising world more diverse. The more ads in the ecosystem, the more messages being conveyed in creative ways, and the more information companies have to strategize for future ad campaigns and support their business goals in new ways. The industry has come a long way in 25 years – who knows where we’ll be in 25 more! Regardless of where we land, companies like AdDaptive will continue to tweak their solutions to keep up with the ever-changing digital advertising landscape, embracing the future of the ad tech industry.
Programmatic Continues To Fuel The B2B Digital Advertising Market’s Growth
March 06, 2019 |
Laura Bakopolus Goldstone
AdDaptive’s comprehensive package fills the market gap and offers a differentiated ad tech solution that keeps it ahead of the market
As highlighted in a recent LinkedIn article supported by data from a new eMarketer report, the U.S. B2B digital advertising industry is trending upward and has not yet reached its peak of maturity. Similar to its $1 million growth in 2018, the market is projected to grow 18.7% in 2019, surpassing $6 billion. The growth is attributed to four areas: account-based marketing, people-based marketing, personalized content sequencing, and programmatic.
Many companies in the industry are not able to leverage all of the areas contributing to that growth. In many cases, it wouldn’t make sense for them to do so. Strategic management would have it that in order to identify which core competencies could be exploited to provide a competitive advantage, a company needs to first evaluate its internal resources and capabilities, determine which are valuable, rare, costly to imitate, and organized around its exploitation (per the VRIO test). Many companies in the B2B digital advertising industry are already leveraging their capabilities as effectively as they are able, and new entrants are hoping to capture market share by providing focused products – point solutions, software, or data. A company might have an excellent ABM solution, an edge on people-based marketing, a superior personalized content sequencing offering, or relationships and technology that position them to provide programmatic advertising that yields favorable results. But few companies are able to offer the total package, as is evident in the aforementioned analysis of the market. The eMarketer report found that many B2B marketers “still lack the foundational data and technology to successfully leverage digital”; LinkedIn adds that “B2B marketers as a group have not yet fully embraced the powerful targeting options offered by digital.” The market will continue to grow and evolve; in the meantime, this is a market gap that industry leaders are working to fill and provide consumers with a well-rounded solution that they cannot find elsewhere.
As one of the early adopters in this market, we’re proud to learn that programmatic advertising is continuing to propel the growth of B2B digital. We’re also proud that we have matured over the past few years in our constant technological innovation, and as a result, we have more to offer than just one of the pillars of growth for our market. We don’t only offer a narrowly focused solution, which may require marketers to go elsewhere and create a network of vendors to get the best of each of their offerings. An easier route for advertisers would be to find one company that offers the most comprehensive package and can yield superior targeting and analytics. That company is AdDaptive.
AdDaptive offers differentiated technology, a unique data set, and world-class service and expertise. We are well-positioned to outpace the growth of the market and solidify ourselves as a leader in the B2B advertising world. If you’re interested in getting an edge up on your competitors, set up a free demo to experience the power of our technology firsthand and explore how our solution can help you reach your marketing goals.
Why Outsourcing Programmatic Advertising Is The Cost-Effective Choice
September 13, 2018 |
Laura Bakopolus Goldstone
Any marketing strategist or planner knows that money matters. You have to keep your spending within the walls of your budget, and you need to monitor your ROI to ensure you are getting value out of your investments. It is imperative that you pay attention to the way your budget is spent and how your company is benefitting as a result. As ad tech is taking up a bigger and bigger piece of the pie as we move deeper into this technological revolution, marketers have to decide if they will attempt to run a programmatic department in-house or outsource it to the experts. In making such an important decision, which cost drivers hold the most weight? More specifically, which costs are most likely to lead brands towards hiring a technology vendor to run their ads programmatically on their behalf?
In a recent eMarketer article entitled, “When Building Ad tech, It’s All About the Costs: Replacing vendors isn’t so easy,” author Ross Benes reviewed data from Iponweb and ExchangeWire surveys conducted this past June among 129 media agency professionals worldwide. One such result showed that 70% of those surveys felt that “the cost of set up and maintenance is an important factor to consider when evaluating whether or not to build their own ad tech,” with other variables like “ease of installation, reach and reporting capabilities” – coming in subsequent positions. Here, we are seeing a common trend: It would be nice to keep services in-house, but money talks.
Recently, brands are realizing that the cost of hiring a technology vendor to run their ads programmatically is far lower and more beneficial than the cost of running them in-house. Ad tech vendors have the resources, capabilities, expertise, and dedication to run ads for you. If you think you can achieve the same success they’ve achieved after pouring their hearts into it for the past decade, you can try, but you will likely find that you can’t afford to dedicate your entire day to programmatic ads or hire full-time workers to do so. Finding the expertise in that area is difficult, since those people are likely working for the vendors themselves. Plus, your technology is likely not as powerful or reliable as companies whose sole product is their technology. Those vendors have dedicated their life’s work to creating the strongest technology to deliver the most accurate results at scale; chances are they are farther along the journey than you are. Why not hire the experts to do it for you? Another big advantage for ad tech vendors is their network of relationships. Companies like AdDaptive have data partners that supply some of the third-party data that fuels our technology and complements clients’ first-party data. Those relationships are being very carefully built over time and often cannot be substituted by a company trying to form them suddenly with the sole purpose of keeping programmatic advertising in-house.
A huge influence on companies aiming to keep programmatic in-house is the level of transparency that has not always been maintained at its highest potential throughout the years in the ad tech industry. While it is understandable for companies to be wary, they should not be tainted by past experiences. Companies like AdDaptive are carving out new paths by providing pre-campaign analytics and post-campaign insights that show a greater level of detail than ever before. Running a B2B campaign with AdDaptive, for example, means your ads are reaching specific individuals at key business accounts that will be most likely to engage with your ads. Before the campaign, you will receive information about which companies and which job titles will be targeted with your ads. After the campaign, you will obtain a report detailing how many impressions were served to each business. (Interested in reading more? Check out our related blog post, “Discover Transparency in B2B Ad Tech.”) That level of transparency is unheard-of in the industry right now, and is slowly changing the perception of the ad tech industry as it becomes more mainstream. Having access to this level of transparency will further justify a marketer’s budgetary decision to outsource programmatic advertising to an experienced tech vendor.
Companies are learning this the hard way, but sometimes, failure is the best teacher. Brands are finding that building tech and committing to a new undertaking of that caliber is simply too expensive, time-consuming, and difficult to hire for. Instead, approximately 70% of media decision-makers (in an April survey of 119 US media decision-makers conducted by Advertiser Perceptions and the IAB) do or would prefer to work with a partner (as opposed to building tech or performing ad ops in-house) (Source).
When evaluated from a different angle, programmatic tech vendors are able to save companies money through their expertise. They have spent years studying and building and learning, and now they commit their entire work day to perfecting this tool. Aren’t they more qualified to use it than perhaps a marketer who has only just heard of it? (Not that everyone will be amateurs in the ad tech space; experts and masters in their fields are by definition more qualified than non-experts.) Even if your day is split 50/50 between building an in-house programmatic ad deployment department and other marketing operations, you are still only working at it half as often as someone else. Time is a valuable resource, and it cannot be understated that programmatic ad tech vendors are committing their entire day to this cause, which is more than a marketer that does anything less than a full day’s work on it.
Furthermore, the return speaks for itself. AdDaptive has the power and expertise to deploy the most effective ad campaigns. If you invest a large sum of money (which it often costs) in developing an in-house programmatic advertising department without having adequate knowledge, your chances of succeeding are probably relatively low (or at least congruent to your knowledge level). If you want to hire a single expert, you need to invest time and money into finding him and securing the right person for the job. More often, though, implementing a successful programmatic in-house program would require hiring a full team, which takes more time and money and can cause changes in your organizational chart or structure. If you want to develop your technology to protect data and promote transparency, as you should – more time and money. So on and so forth. The expenses grow and grow before you see any return, and at the end of the day, you may not be well equipped enough to do it right. Companies are learning to spare themselves the expenses and outsource their programmatic advertising needs. Tech vendors are capable of deploying ads for a much lower cost than brands would spend on in-house tech development. Tech vendors such as AdDaptive can ensure that the impressions are higher quality than your in-house team may be capable of achieving at such an early stage (or perhaps ever), so even if you commit to spending a certain amount of money on your campaign regardless of who does it, the amount you spend with AdDaptive will deliver higher quality impressions (which leads to higher engagement and perhaps more conversions) than lesser technologies. Here is an example of the costs for each requirement of in-house implementation, as opposed to a vendor such as AdDaptive:
Clearly, the difference is staggering.
Lastly, scale is quite possibly the biggest challenge for in-house advertising teams. They may be able to build a strong technology and access reliable data, but can their technology analyze billions of data points each second? Can it scour thousands and thousands of companies in an instant in order to find the right one to target? Can it digest millions of IP addresses in order to find the right ones that align with your key business influencers? Most likely, the answer to those three questions are “no” if you are running programmatic in-house as part of a larger company mission. If you are a brand that needs to focus time on product development, process improvement, inventory management, branding and promotions, and other necessary operations, you likely won’t be able to focus 100% of your company’s efforts on programmatic advertising. Luckily for you, tech vendors can. And they do. Every day. For those ad tech vendors, their programmatic advertising is their product. Companies like AdDaptive live and breathe programmatic ad tech for their clients, and they work hard each and every day to improve the technology, data, and account management so as to optimize campaigns for companies like yours. It would be nice to have an entire company like AdDaptive under your roof, but that isn’t very cost-effective for brands in other industries, so outsourcing those needs to AdDaptive is the smartest route to take.
Let’s recap.
Strategic partnerships allow the companies involved to focus on their strengths and pool their resources. If your company develops incredible creatives but may not be able to handle taking programmatic in-house, it would behoove you (and your bottom line) to partner with a vendor who has spent years perfecting their technology and gaining the experience to deliver higher quality impressions at scale for less money.
While it is best to know your brand as well as possible and do what is best for your company’s future, you need to consider the costs and risks of taking programmatic in-house, and think of the strengths you will be sacrificing or pulling away from your focus. To keep your brand engaged in the area where it excels, perhaps committing one or two members of your marketing team to liaising with a programmatic vendor is the best route to give you the best of both worlds. Hiring a media planner or media planning team to complement your marketing department will allow you to have a presence on your staff that is able to manage the relationship with the vendor and optimize your ads in conjunction with their accounts team. The vendor can be trusted to leverage their strengths – reliable data, transparency, expertise, focus, and cost-effectiveness – to support your strategy.
Ultimately, outsourcing programmatic advertising to an experienced ad tech vendor such as AdDaptive allows brands to reap the following benefits:
Greater scale
More developed expertise
Greater transparency with insights/reporting
More powerful technology
More reliable data
More strategic focus
Less time
More cost-effective
Higher return
Get started with AdDaptive today. Receive a free demo to experience the power of our proprietary technology and see firsthand how our superior solution can greatly benefit your brand.
Programmatic For B2B: Fitting A Square Into A Circle
August 23, 2018 |
Laura Bakopolus Goldstone
What if I told you programmatic wasn’t meant for B2B?
Hear me out.
Programmatic utilizes machines to make the ad-buying process more efficient and cost effective, since the technology can purchase the digital ads in real-time at scale while the humans, who previously had to buy and sell the ads manually, can now focus on strategy and optimization. It sounds ideal for any situation, but its targeting capabilities were originally meant for B2C. Programmatic emerged using web browsing behavior and cookies, which were fairly accurate indicators of what individuals were looking at online in their spare time. From this data, companies could discern what topics and items individuals were interested in, and, therefore, which they might want to spend their money on. B2C companies leveraged that power to reach these individuals at the right time, so that they were informed and ready to spend their money with said company.
For example, if you get home from work, relax on the couch with your laptop, and look up car reviews, there is a good chance you are in the market for a new car, or you know someone who is. If companies deliver digital advertisements to your screens that promote great prices or models of cars that interest you, your purchasing journey just got much easier (and the company deploying the ad just benefitted, too!).
But that is not how it works in the B2B world. Which website would you go to if you were exclusively in the B2B market? There are certainly websites that offer B2B resources, or you could go to the website of a company whose marketing efforts are solely B2B. But there isn’t really a digital marketplace exclusively for C-levels or IT decision makers in the B2B field where data can be collected on business accounts. Since there isn’t one website that can trace cookie data and browser behavior to B2B, it is very difficult for B2B companies to rely on those targeting efforts alone to reach the right people at the right companies.
The answer is to take programmatic beyond its basic B2C capabilities. We need to leverage more reliable data sets for B2B, so that publicly available data (and opted-in data) for decision makers at key business accounts is available for B2B companies to use in targeting their campaigns strategically.
This has not been readily available in the digital advertising world – until recently.
AdDaptive Intelligence has built its own proprietary technology that is capable of utilizing the strengths of B2C targeting and data, completing it with even more validated data and more narrow targeting solutions, and elevating it to apply to the B2B world. Suddenly, companies don’t have to employ the “spray and pray” approach; instead, they can choose the individual at each business that they want to target based on who would be most beneficial to their business.
Whether we are ready for it or not, the lines between B2B and B2C marketing approaches are growing increasingly blurred as strategies overlap. Of course the two differ in terms of who their direct clients are, but even in that sense, there is some murkiness, since programmatic in the B2B sense can target individual customers at business accounts. It’s still technically B2B because the individual is at a business, and engaging the business account is the goal, but the most powerful technology out there can pinpoint the specific customer at that company account for whom it is most important to view a specific ad. Plus, people-based marketing delivers more favorable results. If you concentrate on the customer-buying journey, and you relate to the individuals with whom you aim to engage, you will be able to reach your target customer in a more strategic and effective manner – whether you are working at a B2B or B2C company. And in both cases, brand loyalty matters. B2C marketers tend to revel in the idea that they have more fun communicating directly with their customers, but that doesn’t necessarily have to be the case. Even though B2B companies are ultimately looking to form a relationship with a company, the individuals at that company are the ones who make the decisions about the relationship. At the end of the day, the customer is a person in both B2B and B2C sectors.
Programmatic is no different. Ads can be directed towards businesses or customers, but regardless of the intended path, the end user is a person: An individual is going to see the ad and either advocate for it, purchase it, or disregard it. If an individual sees value in the ad, he will take action, whether for himself (B2C) or his company (B2B). If a technology is strong enough to dig through the layers of business data to reach the individual at each company that will deliver the most effective results for each digital ad campaign, programmatic can be the key to – and the future of – B2B digital advertising.
Only a few players in the field are capable of deploying such a powerful solution, one of which is AdDaptive Intelligence. AdDpative’s trailblazing technology filters through myriad data points and targets the individual influencers at key business accounts for each client. The technology can do so at scale in real-time, and can react to pricing and inventory changes accordingly. The ad buying is being done digitally and instantaneously through machine learning, while the workers in the office are setting up and managing the campaigns strategically in order to deliver the best results for their clients. In other words, programmatic advertising is finding a new home in the B2B marketplace, and it’s delivering a great deal of value to companies with business prospects. Key technology and ABM providers like AdDaptive are crucial in furthering the advancement of this game-changing approach and providing valuable solutions to B2B marketers.
Creative uses of technology can lead to sustaining innovations that incrementally improve existing products or services in a manner that is vastly different from what was previously thought possible. Sometimes, a technology comes along and revolutionizes the way business is done. Programmatic is that technology. Several years ago, programmatic B2B digital advertising was a mere dream, and now it is a reality. For some, it is a necessity to achieve competitive advantage. Who knows what the ad tech landscape will look like in just a few more years? The only certainty is that companies like AdDaptive will be leading the charge, bringing us new capabilities we never knew we needed.
Native advertising is a tried and true form of digital advertising that tends to resonate with the right audience – if the technology used to deliver your impressions is accurate enough. (Explore The Truth About Native Advertising here.) Partnering with a programmatic technology provider is the best way to fuel your campaign; using powerful technology, your ads will reach the business influencers you want them to reach. From there, it’s up to you and your creative team. If you want to make sure your native ad is optimized and ready to go before you propel its reach through programmatic advertising, check out our guide to programmatic native advertising below:
First and foremost, you’ll want to make sure your ad meets the required specifications. For native advertising through AdDaptive Intelligence, this means 1200 x 627 px with an aspect ratio of 1.91:1 for the image itself, which shouldn’t exceed a file size of 200 kb. Your logo can be a 1:1 image at 300 x 300 px. The text lines are as follows:
* Title – 25 characters max
* Body text – 140 characters max
* Call-to-action (CTA) text – 15 characters max
* Sponsored by text – 25 characters max
Next, heed best practices to develop the best ad possible to ensure that when your target audience members see your ad, they see something that will engage them and inspire them to take action.
Best practices for native advertising include:
* Avoid including words, text overlays, or call-to-action buttons on images, since they may get cropped out by publishers. This will limit your inventory and reach. Instead, follow the text guidelines above and let the image stand on its own.
* Pair native with display to enhance engagement. ShareThrough industry stats show that deploying native and display together can produce 18% higher lift in purchase intent, 9% higher lift in brand affinity, and 200% more visual focus as editorial headlines. Well-rounded and comprehensive marketing and advertising campaigns will perform better than single-tiered approaches more often than not. It would behoove marketers to take advantage of the various channels and tools at their disposal to expand their reach and achieve better scale.
* Make your title as detailed and engaging as possible. This is your chance to capture viewers. Your title should be on-brand and should be carefully written to resonate with your target audience. This involves knowing what your audience responds to, researching what you’ve done in the past that has worked (versus not worked), and spending more time than you may think necessary on 25 characters. If people only remember one part of your ad, it may be the title. It is important to make it memorable.
* Craft short and catchy text to engage viewers. Viewers tend to scan ads quickly and make a snap judgment on whether or not they are intrigued. Then, they’ll dive into the details. But in order to capture their attention, include words or phrases that will matter to them and inspire them to keep reading. The best way to do this is to show your value. If you can capture your value proposition, maintain your brand’s voice, and be quick and catchy in the 140 characters provided, your target audience will respond favorably.
* Opt to include an app store rating, such as 1-5 stars. While this is optional, it can work in your favor if you are confident in your ability to deliver. If you find that user-generated ratings and reviews complement your services and prove your worth, you can capitalize on the power of word of mouth by including this rating in your ad. When people see that other people like something, they are more likely to engage with it. A rating is a simple and visual way to capture your success among your target audience and prove your value to new customers.
* Include a click fallback URL to catch any non-app-users. Studies have shown that average user dwell time on native content is about twice as long on mobile, but 48% of publishers still run native campaigns on desktops (source). While it is expected that mobile traffic will continue to grow this year with no end in sight (source), a portion of your B2B audience may still be using desktops at work, which may be an optimal time to reach them. If there is a possibility that customers may fall through the cracks, it is wise to put a catch-all in place. In the case of native advertising, a click fallback URL will catch desktop users and bridge the gap, providing the same user experience regardless of platform. That way, you won’t lose engagement based on where the ad is placed.
Following these guidelines will strengthen your native ads and ensure that once your programmatic provider delivers your ads to your target audience, you can capture them in a few seconds and hopefully entice them to engage with your brand.
In a recent survey of 1,000 marketers worldwide by Rakuten Marketing, respondents estimated they waste an average of 26% of their budgets on ineffective channels and strategies. Additionally, about half of respondents said they misspend at least 20% of their budgets.
The most common challenge with relying on probabilistic data in digital advertising is ineffective targeting, according to 49% of respondents in a recent Viant study.
The top two factors limiting the success of digital ad campaigns are audience reach (30%) and targeting inaccuracies (27%), according to a recent Viant study.
We hear you loud and clear.
Marketers want to target the right audience efficiently. They don’t want to waste money on ad formats and placements that don’t pan out. They want to be smart with their spending – as we all do. Programmatic advertising is the answer – if it’s done correctly.
Programmatic advertising automates media buys, saving time and resources (freeing marketers up to focus on strategy and creatives) and using an arsenal that has been proven to work. But the power of the ads is dependent on the programmatic technology. How accurate can the targeting be? How much will my ROI increase and my wasted spend decrease? These are important questions you should ask the company you use to buy your ads, because they’re crucial to your overall campaign plan.
For example, AdDaptive’s programmatic ad technology can consistently operate with pinpoint accuracy because of our multi-faceted approach to B2B IP targeting, combining offline and online data for the most holistic depiction of the customer and the most accurate way to reach them. Other approaches, when taken alone, aren’t as accurate, since they aren’t as comprehensive. For example, the industry is fairly divided on the topic of cookies. Cookies can help to provide more depth into an ad campaign, but they should not be used alone, since they are placed on browsers based on assumptions rather than validated offline data. If you rely solely on cookies’ inferred data, you may be wasting valuable budget dollars on impressions that are unlikely to convert. That’s why cookies should be a second-tier approach, whereas the first plan of attack should be to use validated data and geotargeting, which have proven to deliver the best results. When you’re only paying for served impressions, your money goes farther with this two-pronged approach and brings you more valuable leads.
In terms of reach, the ad company powering your campaigns needs to have a large enough database to provide an appropriate foundation from which to pluck out the key decision-makers and influential individuals that need to see your ad. Companies that have robust technologies and partnerships tend to be able to offer a wider variety of targeting options. In other words, if you have a larger playing field, you have more chances to find the right person. For example, say you want to draft the most talented pitcher to your baseball team. Are you going to have 10 players tryout or 100? The more players you see, the greater your chance of finding a highly talented pitcher. Now imagine what a company like AdDaptive could do with billions of data points and hundreds of millions of households – the possibilities are endless.
If you are a marketer, you will want to choose an agency that is making the right decisions on your behalf. And if you are an agency, you will want to partner with a programmatic ad company that has a large enough database and robust enough technology to deliver the impressions your clients want at the price they can pay. Look for companies that are continually making great strides to enhance their technology, broaden their database, and improve their targeting capabilities, thus ultimately improving their ability to deliver your ads most effectively. The programmatic ad tech market is still young, but the big players are doing whatever it takes to get ahead of the curve and set you up for success.
Check out our solutions and see why a company like AdDaptive can increase your ROI and put your ads in front of the right people at the right price.
The Light Switch Effect Of Programmatic Advertising
April 17, 2018 |
Laura Bakopolus Goldstone
You have more data at your disposal than you think you do. Online data provided by a user’s content consumption, including what websites they spend the most time on, what emails they view, and what links they click, is just the beginning of what can be used to power successful ad campaigns. Offline data – data taken from offline interactions, such as information about business purchase transactions, business registrations, and direct mail response – is equally as valuable. When you add a wider range of options, such as purchase history, financial health, geographic location, number of employees at a business, and years in business (just to name a few), you suddenly have a plethora of details at your fingertips, all of which is fair game (privacy laws heeded) for targeting users with specific advertisements.
Let’s think about this duel-headed programmatic advertising approach like a light switch. If you have all your efforts focused on online data, you’re not utilizing data on prospects that have yet to interact with you – in other words, you could be missing out on reaching quality leads. But if you switch the light all the way to “off,” and just look at offline data, you’re looking at information about companies, locations, and CRM databases, but there are holes in your plan that digital interactions can fill. When people have one switched on, they may forget about the other. The catch is that you don’t just need a happy medium between the two – you need both at full capacity for your campaign to yield the best results. It seems impossible to have both switches turned on at once, but it doesn’t have to be.
Deterministic first-party data & CRM data lay the foundation to bring valid offline data online, but they should not be utilized alone in your ad campaigns. Partnering with a trusted partner like AdDaptive Intelligence will provide you with the ability to dive much deeper, equipping you with capabilities to locate key decision-makers you’re looking to influence and pinpoint the best time to advertise to them. AdDaptive’s unique approach to IP targeting and account-based marketing combined with your personal insights, sales transactions, and other offline data creates a holistic view of your target audience. This behavioral analysis of your audience contributes to creating a strong, comprehensive ad campaign that will reach only the individuals you want to reach, proving to be more efficient and cost-effective than ever before.
AdDaptive knows that scale, accuracy, and depth are vital to the success of your ad campaigns:
* Scale. Scale is an issue for marketers who try to do this in-house, but fear not: We’ll worry about this so you don’t have to. Our database has billions of data points, which you can use to build your target audience segment.
* Accuracy. Bridging offline data with online identifiers via IP targeting allows us to reach your audience in the most comprehensive manner. Plus, consumers’ needs and preferences can change at any time; luckily, our technology stays up to date with your audience’s tastes and behaviors through the constant matching of IP targeting with validated offline information.
* Depth. CRM systems, personal interactions, past online ad data, IP addresses, geographic location, business licenses, census data…there is a TON of data available for your marketing needs. Our technology analyzes it all in seconds to deliver the most personalized ads possible, driving your costs down and your ROI up.
Ultimately, you can’t just click the light switch on or off – you need both online and offline data to create the most complete picture of your audience. The more information you collect and analyze, the more specific you can be with your targeting. And we all know that the more specific we are, the less budget wasted, and the greater ROI achieved – a win-win for all.
Interested in next steps?
AdDaptive’s technology matches all of this data with online identifiers and puts your ads in front of the right people at the right time – before the competition gets ahold of them. If you’re looking for an efficient, cost-effective, cutting edge approach to advertising, come talk with us and catch a free demo of what we can do for you.
