As the digital advertising industry continues to expand year over year, advertisers are often overwhelmed by the sheer number of agencies and vendors in the market.
Agencies choosing an ad tech partner look for as much transparency as possible to foster trust, and brands look for transparency from their agencies for the same reason. Even brands with their own in-house teams benefit from working with managed services to give them a deeper level of transparency than they can get in-house.
Accurate, detailed, transparent analytics and insights from vendors like AdDaptive empower agencies and their brands to be confident that their campaigns have been fully optimized and that they are achieving the highest possible ROAS.
With true transparency comes true collaboration and genuine, positive results. When full clarity is provided at each step of the campaign, from budget allocation to delivery of impressions, reporting on account engagement levels for each creative, and everything in between, advertisers feel empowered and validated in their investments. Extensive, comprehensive, and transparent data and reporting are the foundation of digital advertising in today’s market.
Transparency at Each and Every Level
From ad tech vendors to agencies, to brands, to each individual campaign, transparency with information such as data, relevant analyses, and recommendations is the differentiating factor in advertising.
Finding vendor and agency partners who offer clarity when it comes to their technology, targeting, and reporting is paramount to future campaign success. While many position their solutions as top-quality, the proof comes from transparency.
Forming partnerships with those who open windows rather than building walls help maximize results.
Learn more in this infographic:
Ready to speak with a digital advertising expert? Book a meeting below.
Case Study Sessions: Drive New Business with a Supportive Ad Tech Partnership
September 18, 2023 |
Matt Shore
In our previous installment of Case Study Sessions, we shared success stories from three different companies that leveraged AdDaptive’s targeting solutions to effectively re-engage with their audience. Re-engagement is a powerful tool to drive conversions for your business, but it’s not the only option.
Every campaign is unique, which is why having an ad tech partner that can build a personalized approach to help you reach your goals while supporting the work you’re already doing is extremely valuable. In the days of cautious optimism when it comes to ad spend, the importance of efficiently moving prospects through the funnel towards purchase is crucial.
These three clients were able to drive new business and conversions with the help of unique advertising strategies built by AdDaptive.
It’s time for another Case Study Session.
Glass manufacturer reaches niche vertical at scale using AdDaptive’s display advertising to engage qualified leads, increasing site traffic by 218% and yielding new business
Goals
A leading glass manufacturer aspired to engage a niche audience of architects. The company intended to expose the audience to their brand through banner ads and drive traffic to their website, where relevant content would inspire qualified leads to fill out a form to learn more. Previous vendors’ efforts proved this audience was difficult to reach digitally at scale; in search of both accuracy and reach, they turned to AdDaptive.
Solution
Fueled by validated online and offline data, AdDaptive’s powerful technology was able to identify the niche audience, learn about their engagement habits, and deliver banner ads accurately and at scale. Over three months, the campaign was constantly optimized to ensure ads were being delivered to high-quality accounts that would impact the customer’s bottom line.
Results
A high CTR (0.19%) and over 16,000 engagements proved the combination of data, technology, insights, and strategy were aligned with the customer’s goals and the audience’s interests. The campaign caused a 218% increase in site traffic, which led to many new business opportunities. In understanding the customer’s goals and audience, AdDaptive crafted a custom solution that proved beneficial for the customer, even beyond the flight of the campaign.
Healthcare client achieves conversion goal by complementing its internal solution with AdDaptive’s refined B2B targeting
Goals
A client sought to increase its white paper downloads and optimize its conversion rate among oncologists and medical professionals. They chose to complement their in-house solution by partnering with AdDaptive.
Solution
AdDaptive deployed a tailored strategy using validated, offline data matched to unique, digital identifiers to pinpoint the target audience within the healthcare industry. These efforts resulted in 7,275 white paper downloads and over 16 million impressions.
Results
Seeing the results from AdDaptive’s B2B targeting exceed its internal solution, the company reallocated resources and increased its budget with AdDaptive by 180%. Investing in AdDaptive’s solution brought over 18,000 conversions in 2 months, and the client’s site traffic, form fills, and orders were up 16% YOY.
AdDaptive produces 69,000+ conversions for world leader in lab equipment manufacturing
Goals
An American public research, development and manufacturing company aimed to increase purchase intent among tech-savvy shoppers.
Solution
AdDaptive’s proprietary B2B Data and Technology enabled the client to efficiently reach the target audience of lab managers, technicians, and decision makers on a multinational scale.
Results
By pinpointing the appropriate audience members based on their likelihood to invest in the advertised technology, AdDaptive’s campaigns drove over 69,000 conversions (e.g.,. poster downloads, form fills, information requests, contact forms, etc.) for the company.
Strategy that Fuels Conversions
AdDaptive is proud to support our clients no matter what their goals are at every step of the campaign journey. Our advertising experts make sure that the right strategy is put in place before launch to drive the results you need from start to finish and beyond. This way you can reach the accounts that matter most to you and deliver the right message at the right time to spark conversion.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Build Brand Awareness To Optimize Future Campaigns
August 02, 2022 |
Helen Neely
Brand awareness is the first thing a company needs to build in order to garner trust and grow. With the vast number of brands in the B2B space continuing to grow year over year this task can seem quite daunting, especially for smaller businesses and start-ups who are trying to compete with longstanding well-known brands. With so many brands and so much potential revenue to be gained in the B2B space, it has become imperative to recognize which pieces of content are sparking the highest level of engagement and adjust campaigns accordingly to maximize their success and return on ad spend.
Your reputation matters most
According to a recent market report, the number one selling point that companies need to stand out in the B2B industry is a trusted reputation. This takes time to build since the B2B sales cycle is very long and complicated. Impulse buying is never an option in B2B, so brands need to build rapport with companies in their vertical markets with a refined advertising strategy.
Building brand awareness involves numerous touchpoints throughout the decision-making process. Studies have shown that completing between 8 and 18 touchpoints with their target audience helps companies properly align their strategy with buyers’ preferences. Every piece of content that the potential customer is exposed to subconsciously resonates with them and molds their perception of the brand, thus building trust in said brand name over time.
Build trust with your audience across a variety of channels
It’s paramount that a program’s content strategy is consistent across all environments and channels through which each campaign is launched. Whether the target prospect is viewing (or hearing) the content asset on their computer, cell phone, TV, radio, or any other device, the brand messaging must be clear and unwavering. When messaging is aligned, employing a variety of creative types and advertising strategies builds a cohesive, comprehensive brand image that increases awareness through each target customer’s preferred media channel.
Deploying a variety of media types – display, native, video, CTV and audio – helps companies achieve brand awareness and garner trust among their target audience where they are already engaged. Leveraging various advertising channels with consistent messaging across all approaches raises the likelihood of reaching and engaging the intended accounts when they are ready to learn more about your offering.
Fuel future campaigns with actionable insights
Exploring clear analytics reports, such as AdDaptive’s full suite of analytics offerings, will help you identify which of your creatives are drawing the most attention so you can streamline your campaign efforts and send the most effective message to your audience, generating greater brand awareness and, in turn, trust.
Properly monitoring how certain display, native, video, audio and/or CTV ads perform in terms of audience engagement can help solidify your messaging and brand image. Campaign-based analytics reports give you the metrics needed to make sure that the most powerful pieces of content reach your target accounts. The insights that these reports provide empower you to appropriately adjust your campaigns and retarget to maximize brand awareness among key prospects.
Increase brand awareness and trust by applying the actionable insights gained from comprehensive analytics reports to optimize your advertising strategy.
Ready to speak with a digital advertising expert? Book a meeting below.
THE B2B BEAT: 3 Key Takeaways From Our Conversation With Zozimus
December 16, 2020 |
Addaptive Intelligence
One of the PR highlights of the year was that AdDaptive was given the chance to interview David Wilson from Zozimus (agency) in August 2020.
AdDaptive sat down with David Wilson, EVP of Digital Performance and Analytics at Zozimus, to discuss successful B2B advertising and the power of collaboration.
The interview was fueled with productive conversations surrounding the successful nature of smarter B2B advertising, the importance of data and reporting, experimenting with innovative technology, and the advantage of leveraging AdDaptve’s B2B technology solutions.
Watch our video to learn the 3 key takeaways from our conversation:
AdDaptive Intelligence is the leading provider of Account-Based Marketing and B2B intelligence. AdDaptive’s proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts and decision-makers that matter most. The result is the industry’s most accurate B2B targeting solution. For more information, follow AdDaptive Intelligence on LinkedIn, Twitter, or Facebook.
Many thanks to David Wilson and Zozimus for lending their time and efforts on this collaboration.
The creative type combinations that you select for your ad campaign can significantly and strategically drive the campaign’s impact. AdDaptive’s Media Type Combination Research has found that there is no one-size-fits-all approach for your ad campaign; rather, we’ve observed evident trends from a wide range of data with specific creative type combinations that will produce favorable results depending on your key objectives. AdDaptive’s findings will help inform future ad campaign strategies and funnel additional insights into AdDaptive’s analytics and data-driven B2B advertising. The trends studied in this report, coupled with AdDaptive’s industry-leading pre- and post-campaign reporting, will provide superior insights into your target audience.
The comprehensive takeaways report, based on AdDaptive’s Media Type Combination Research, will indicate which creative types (Display Only, Display & Native, Display, Native & Video, Native Only, Video Only, Native & Video, Display & Video), when used alone and in combination, will expand reach, increase impressions, and drive engagement.
Discover the Media Type Combination Key Takeaways Report:
PRESS RELEASE: AdDaptive Intelligence Enhances Platform’s Capabilities To Support Objective-Based Advertising (OBA)
October 14, 2020 |
Laura Bakopolus Goldstone
AdDaptive’s Customers Benefit from Objective-Based Strategies to Achieve B2B Advertising Goals
WALTHAM, Mass. – Oct. 14, 2020 – AdDaptive Intelligence, the leading provider of Account-Based Marketing (ABM) and B2B intelligence, recently optimized the capabilities of their B2B advertising tool, Platform, to support an objective-based advertising (OBA) approach. AdDaptive is focused on producing technological solutions and advancements that drive their customers’ advertising goals towards success and provide detailed insights and analytics to fuel future B2B campaigns. The recent updates in Platform support an OBA approach to accurately target key accounts and achieve marketing success based on specified objectives.
Supporting campaign optimization strategies with OBA enables companies to dynamically optimize their advertising toward specific objectives and trigger data-driven decisions. While AdDaptive has always optimized campaigns to yield the best outcomes, this enhancement is designed to improve the efficiency of such optimizations and better achieve customers’ desired campaign outcomes from the start. In addition to the audience-building and B2B targeting capabilities currently available, OBA adds a component of AI to strengthen the strategy and execution of data-driven ad campaigns, optimizing toward specific goals and yielding better results.
Users can now connect their business goals with appropriate metrics of measurement in order to deliver effective B2B advertising campaigns. Visual advancements have also been made to produce a new interface that will provide ease of usability for customers, including the ability to set specific campaign objectives. Then, by complementing an OBA approach with AdDaptive’s post-campaign B2B Analytics, agencies and brands gain valuable insights that teach about audience behavior to inform future strategies and drive B2B success.
AdDaptive Intelligence makes business data actionable by optimizing campaigns towards strategies such as account-based marketing (ABM) and objective-based advertising (OBA). Through expert strategy, validated online and offline data, accurate B2B targeting, and valuable ABM analytics, AdDaptive’s customers amplify their advertising efforts to reach their intended accounts in niche markets. AdDaptive’s post-campaign reporting provides the industry’s most comprehensive analytics, helping brands to understand and apply meaningful insights to reach their B2B advertising goals. And now more than ever, especially amidst current economic uncertainty, AdDaptive creates digital pathways for businesses to elevate their advertising efforts, making AdDaptive the unquestionable leader in the advertising industry.
About AdDaptive Intelligence
AdDaptive Intelligence is the leading provider of Account-Based Marketing and B2B intelligence. AdDaptive’s proprietary technology bridges offline and online data, optimizes ad campaigns, and provides transparent B2B analytics to help clients reach the accounts and decision-makers that matter most. The result is the industry’s most accurate B2B targeting solution. For more information, visit https://www.addaptive.com/ or follow AdDaptive Intelligence on LinkedIn, Twitter, or Facebook.
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.
How To Complement In-House B2B Advertising Solutions With The Right Partners
August 06, 2019 |
Laura Bakopolus Goldstone
Diversify your media plan for a “best-of-breed” B2B digital advertising solution
Companies only using in-house programmatic teams are finding that operations require a more complex technology infrastructure than they had envisioned.
With new solutions constantly arising in an effort to solve the ever-changing demands of the digital advertising industry, in-house programmatic teams are challenged with adopting new tools, finding time to strategize and optimize, adding team members to build and dissect analytics, evolving the product to combat ad fraud, and more. In-house teams are also finding it is more difficult to find the right skillsets to evolve with the landscape than simply asking their current teams or new employees to expand their bandwidth. Efforts they hoped would yield more efficiency and effectiveness are backfiring, causing in-house teams to rethink their strategies – or at least their media buys.
Companies in the B2B advertising industry are finding that complementing their in-house teams with a specialized ad tech vendor whose strengths balance their weaknesses can improve their efforts dramatically. In fact, even if you already work with other partners, adding one more company to your media buy can provide you with the diversity and variety you need in order to fill gaps and leverage complementary technology and expertise. The most comprehensive result is a “best-of-breed” B2B advertising solution that provides you with a variety of outsourced partners who specialize in specific areas or parts of the funnel.
Even if you’re already happy with your in-house solution or with the partners you have chosen, diversifying your media buy will give you a unique, robust solution that will fulfill all of your advertising needs and business goals. Have a team that can drive conversions? Use companies like AdDaptive to strengthen your upper funnel to target and reach highly qualified business influencers, which will, in turn, strengthen your lower funnel. Happy with your media plan but not seeing robust enough insights? AdDaptive’s firmographic reporting provides a higher caliber of data transparency than any other offering in the B2B advertising industry.
Know your needs, then diversify your media plan to fill your gaps. Explore the benefits to complementing in-house solutions in the free PDF below.
Each audience requires a unique, deliberate approach.
Marketers are tasked with developing strategies that yield the best results based on the alignment of their internal resources, external environment, and target audience. Some digital advertisers that have experience in one area may not know that the same strategy won’t work for the other; for example, if you have both B2C and B2B clients or accounts, you will need to tailor your digital advertising strategy for each.
Download the free one-sheet below to explore the similarities and differences between B2B and B2C advertising strategies to sharpen your marketing efforts.
We’re not just another advertising company. And this year, we discovered our purpose.
Of course, we’ve always had a purpose. A mission. A vision. Since our company’s inception, we’ve stood for something. There was a reason we were created, developed valuable technology, attracted top talent, grew, formed prolific strategic partnerships, and profited. We’ve evolved since the beginning, but our core purpose has stayed the same. This year, we got to reflect on what that was and why it mattered.
First, it goes without saying (but I’m going to say it anyway) that purpose always matters. ANA named “brand purpose” the marketing word (or phrase) of the year. Simon Sinek’s Find Your Why is a fantastic literary resource that illustrates the value of discovering, exploring, and acting on your purpose. And trends show that millennials want meaning in their work and are actively seeking workplaces that can provide context and fulfillment. Purpose gives people a reason to do what they do and makes them feel good about doing it every day. When you wake up in the morning and get ready to go to your office, you feel content because you know your work is important. You feel valued and empowered. You are making a difference. Purpose sometimes gets lost on people; they think a job is just a way to make money and that life happens outside the office. But that approach negates a large percentage of your waking hours and a huge chunk of your life. Your work is not separate from your life – it is a major part of it. For some people, their work defines them. For others, it is a way to make use of their talents and passions. If you don’t have passion, your work may be empty, or you may feel unfulfilled. You may not even be able to articulate that feeling – you may simply long for more but not know which direction to move in to find it. Purpose fills in all the blanks and motivates us to do something, do more, and do better. Purpose deconstructed as such makes it more digestible and helps us understand what it is and how to find it. How do you decide how you spend your time? Chances are your decision is justified by your purpose.
At AdDaptive, our purpose has always been to create a technology that helps companies target more effectively and efficiently, which in turn helps customers receive ads that are relevant and timely, thus decluttering the ad tech stratosphere and improving society’s relationship with digital advertising. But we’re not just another advertising company. We don’t cut corners, we don’t deceive, and we care about more than the bottom line. Internally, we live out a second purpose simultaneously, which helps us reach our business goals: We aim to make our employees feel happy and empowered. When our team members want to start a CSR initiative or try something more independent or strategic within their roles, we evaluate our budgets and company needs, then work with them to figure out how to make it work. Because we’re strategic about what we can allow and how we implement our employees’ passions, we make sure we are always aligning with company goals and making decisions that benefit both our corporate brand as well as the individuals that make up our workforce. In that way, we are able to empower our employees to challenge themselves, try new things, and live out their passions, all while strengthening our corporate footprint and benefitting our brand. Allowing our employees to actualize their purpose is part of our purpose, which creates a harmonious and innovative collaboration among AdDaptive’s team members.
Members of various departments at AdDaptive volunteering at Boston Children’s Hospital.
This purpose is two-fold. On one hand, we have a commitment to our employees. We see their devotion to our corporate mission, and watch them as they develop and use our technology to achieve our clients’ goals, thus improving our industry standing and strengthening our corporate brand. If the individuals on our team succeed, our company succeeds. The other part of this purpose is the external factor – why our company exists. In business, you often have to be able to articulate why your company exists in one sentence, to prove your concise understanding of your company’s core mission. AdDaptive exists to provide a better technology solution for digital advertisers (mostly in a B2B setting), benefitting both the brand and the recipient of the ad. When our technology delivers ads efficiently, minimizing wasted impressions and increasing ROI, we feel we have succeeded. We want your ROI to increase as a result of using our technology, because it means we have fulfilled our purpose. We have served as the essential tool that will improve your advertising strategy and provide consumers with ads that are relevant to their needs and behaviors.
This year, we got to see the two elements of our purpose reach new heights in parallel. Our company had a banner year and achieved its highest monthly revenue yet. Our existing strategic partnerships developed while new ones were forged. Our company is growing steadily, achieving new goals month after month. When reflecting on this success, we turn to our employees – the ones who make it all possible. All of our departments grew this year. Employees launched new community engagement initiatives, sustainability projects, and CSR programs. New divisions branched out from existing departments, enhancing the collective skill set of our team. Our employees were happy with their individual and team accomplishments this year, and our company made great strides in developing our technology and maintaining strategic alignment. In other words, we fulfilled our purpose this year.
For the year ahead, find your focus. Start by considering these vital questions:
* What fuels your work?
* How do you decide how to spend your time?
* Why do you do what you do?
As a leader in your company, you should also ask yourself how you are giving context to your employees. Do they know where they fit into the company’s strategy and direction? Do you communicate your company’s mission and vision to them and provide them with opportunities to innovate and grow? And does your company maintain alignment to a single purpose that drives its decisions and strategies? The end of the year is as good a time as any to take a step back and evaluate your company’s strategic alignment, industry position, and resource management, as well as your communication with and leadership of your employees.
Purpose needs to start at the top, fueling the company’s strategy, then must be allowed to permeate every corner of the office, providing context and meaning to all employees. This will help your retention and acquisition rates, draw top talent, align your strategies, and provide your company with a cohesive vision for the future – all while empowering the people who are helping you achieve your corporate goals day in and day out.
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