Analytics Command Center: Launch Campaigns with Confidence
July 06, 2023 |
Matt Shore
Preparation is critical when astronauts plan a trip to space. Even when the course is charted and the ship has launched, consistent communication with ground control and in-flight optimizations allow for a successful trip and pave the way for future missions. At the heart of the space journey, where all of these crucial steps are managed, is the command center.
AdDaptive’s Audience Composition report, Campaign Analytics report, and Site Analytics report act as your Analytics Command Center. These reports are paired with strategic conversations and insights from our team of experts to give you a holistic view of your audience and campaign performance needed for continued success.
The Analytics Command Center eBook will give you the detailed steps needed to navigate your campaign through the stars to reach your target audience efficiently and effectively. It will also provide you with the tools needed to go beyond the numbers and leverage your analytics to personalize your advertising approach, prove ROAS, optimize future campaigns, and more.
The advertising industry is known for its fast-paced nature and constantly evolving landscape. Savvy advertisers know keeping a finger on the pulse of industry trends and changes is vital for success. They also know being flexible and adapting to change is the only way to stay ahead of the competition.
An ad tech partner should not only be able to keep up with you and the ever-changing landscape, but also anticipate what’s coming around the bend. We at AdDaptive pride ourselves on our ability to deliver both flexibility and success. During a time of “cautious optimism” when it comes to ad spend, adjusting to the needs of our clients is our number one priority.
Our flexibility begins with a simple rule: no long-term commitments. Having room to choose and pivot your partnership is not only beneficial to you financially, but it also mirrors our industry. Things are always changing, and you can be ready for anything with the ability to adjust your partnership to fit your needs. You don’t have to choose between booking long-term or short-term. With AdDaptive, you can run several types of campaigns at once and customize your approach to reach your goals. This gives you the freedom to shift your strategy based on the success of your previous campaigns. You can reallocate your budget accordingly, refine your audience, and more thanks to actionable analytics.
AdDaptive’s flexibility also extends beyond commitments to the ad campaigns themselves. When running an ad campaign with AdDaptive, our team of experts provides campaign updates via our Campaign Analytics report along with insightful context behind the numbers through strategic conversation. The report includes your ad campaign’s impressions, clicks, CTR, and engagement metrics organized into firmographic sections like:
Heat map
Business location by state
Business size
Sales revenue
NAICS codes
Creative type
Creative size
and more
AdDaptive optimizes your campaign throughout to ensure maximum ROAS. You can also work together with AdDaptive’s experts to shift your strategy to better fit the needs of your unique campaigns and to reach your KPIs. You shouldn’t have to be locked into a campaign the second after it deploys. The ability to adapt and adjust minimizes wasted ad spend and prepares you for future campaign success.
AdDaptive is growing and changing right alongside the industry. Through flexible commitments and campaigns, we are devoted to supporting our clients and their needs. Run different length campaigns across various audience segments, channels, and KPIs, and use analytics to optimize your campaigns based on engagement from high-quality accounts.
An ad tech partner that promotes flexibility and AdDapt-ability?
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
2023 has brought continued annual growth to the ad tech industry, with digital ad spend increasing from roughly $165.5 billion in 2022 to $177.3 billion in 2023. Yet this growth is still accompanied by a wide fluctuation in advertising budgets. Many media buyers are contemplating how to designate their monthly and annual ad spend while considering the ever-increasing amount of foot traffic and competition in the digital advertising space.
In times of economic uncertainty, agencies feel the need to experiment with their ad spend – dividing budgets among the available media mix options for digital advertising. So, what is the wisest way to allocate this year’s advertising budget?
Divide and Conquer
Digital advertising spend is expected to reach the $200 billion mark in 2025, and media buyers are faced once again with the decision to divide the available budget among the various advertising platforms. With options ranging from display, native, and video, to programmatic audio and CTV advertising, decision paralysis can hinder the process of determining where to place ad spend.
Research has proven time and time again that running a combination of media types yields higher engagement levels and conversion rates.
The combination of display, native, and video has the highest unique account reach at 93.05%
Adding both native and video to display boosts display CTR by 15% on average
Running display along with native and video registers a 32% decrease in cost per engagement (CPE)
Personalizing the media mix for each campaign to fit the brand and the target audience’s ad viewing preferences is the key to achieving overall campaign success and boosting future advertising budgets. And the ideal multi-channel combination of media types is ever-changing from one flight to the next, so both pre-campaign and post-campaign analysis are necessary to optimize the mix each time.
Audience Insights to Guide Your Decisions
Gain a better understanding of each target audience’s ad preferences with comprehensive reporting. At the end of each flight, reflect on account engagement levels across each media type before designing the next campaign. For example, if the target accounts are clicking through more display ads than video or native, shift ad spend accordingly. If programmatic audio reach is negligible, eliminate the channel from the media mix for the next campaign. If video completion rates are favorable, consider adding more videos to future flights. And if all goals are being reached across each media type, you’ve found the combination sweet spot for your particular campaign!
Your ad spend decisions – month over month, quarter over quarter, and year over year – should be supported by actionable insights to optimize future campaigns and ensure their success.
Partner with an Analytics Expert
Rely on AdDaptive’s analytics to determine the ideal, unique allocation of ad spend among a combination of media types for each campaign, leading to the highest level of engagement from your target audience. Actionable insights will help you find the ideal mix among display, native, video, programmatic audio, and CTV to reach the right audience at the right time. AdDaptive’s full suite of Audience Composition, Campaign Analytics, and Site Analytics reports provide the information needed to decide how to allocate ad spend appropriately to meet the goals of each campaign.
Learn more in our one-sheet:
Ready to speak with a digital advertising expert? Book a meeting below.
Brands have unique needs and goals when it comes to advertising especially when “cautious optimism” is influencing their ad spend decisions. Balancing their needs and keeping them confident in your agency is both rewarding… and tiring. Multiply the energy spent on one specific brand relationship by the full portfolio of brands you represent and you’re at risk of burnout. You have the skills and the talent to give these brands the experience they deserve, but a little bit of support could go a long way.
What you need is a strong foundation. You can’t always see the foundation of a building, but without one, a gust of wind could put the entire structural integrity in jeopardy. This concept should be kept in mind when choosing an ad tech partner. Your tech stack might go unseen by your clients, but these partnerships should help stabilize all of your competing priorities and make your relationships with stakeholders easier.
AdDaptive has the pleasure of being the foundation for countless agencies through our precise targeting, scalability, and insightful reporting. This partnership opens the door to leveraging AdDaptive’s success to boost your own efforts. For example, each quarter on average AdDaptive runs between 4,000-5,000 campaigns serving 600-700 million impressions. Our technology analyzes over 50 billion data points every day to fuel the best optimizations for each of your unique campaign needs. Having a baseline like this allows you to confidently move forward with your own daily tasks knowing that your clients will be getting the most out of their ad spend.
Clients rely on your agency to help them reach their desired audience. AdDaptive is happy to provide you with our precise, cookieless targeting capabilities to ensure campaign engagement from high-quality accounts. Our technology allows you to define a specific audience set and deliver your hand-selected message and creative to the right recipients. While the average ad tech partner has match rates around 50%, our targeting capabilities have match rates that hover around 75-80%, effectively helping to reach your desired audience. Then, as the campaign runs its course, AdDaptive provides updates and performs optimizations to keep you in the know and to further your reach. When the campaign finishes, AdDaptive shares insightful analytics along with the context behind the numbers to pave the way for stronger campaigns in the future.
AdDaptive has your back behind the scenes for each campaign. A strong ad tech partnership foundation is meant to lift up the work you’re already doing while offering support where bandwidth cracks start to show.
Let us help you to help them.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
There is a high level of variety that exists in the advertising world. Campaign messaging, media mixes, target audiences, and more can fluctuate significantly from one brand to another, and from one campaign flight to the next. So, how can an agency ensure that each campaign is reaching the intended niche accounts?
AdDaptive’s reporting suite will help you accurately target specific accounts of all sizes with accuracy and scale, from small businesses and start-ups to Fortune 500 companies. Our Audience Composition reports can be built based on first-party or third-party vertical market data, NAICS codes and other desired firmographic parameters. Campaign Analytics reports provide transparent, actionable insights into your target accounts’ engagement with the campaign, and Site Analytics reports show the flow of traffic to your brand’s website throughout the course of the flight.
Partnering with a trusted ad tech vendor such as AdDaptive will enhance your ad campaign reach, so you can accurately target niche audience segments and receive insightful analytics on their level of engagement with your brand.
Learn more in our one-sheet:
For more examples of success, visit the Customers page on our website:
The advertising industry has seen a shift in budgets in 2023 with more brands approaching their ad spend with “cautious optimism.” Since brands are looking to be as efficient as possible with their ad spend, many are turning to bottom-of-funnel tactics to hopefully increase their conversion rates and close more deals. But as agencies know, a holistic pipeline approach is the best way to build funnel strength resulting in more lifelong customers compared to a couple quick conversions. In fact, in this recent study CMOs rated brand development a 5.5 out of 7 on a scale of importance. Savvy marketers see the value in spending more time and efforts on top-of-funnel brand engagement as a strategic move that builds relationships and trust, fueling revenue over time. Top-of-funnel tactics should be top-of-mind for your clients, and with the help of insightful analytics, efficient and effective ad spend is easily achievable.
By allocating resources to top-of-funnel tactics you’re able to reach more prospects who are colder or completely unfamiliar with the brand. But how can you be sure a brand awareness campaign is efficient and effective?
With AdDaptive as your strategic partner you can build precise audience segments by uploading your own ABM lists, utilizing AdDaptive’s Platform to refine firmographic parameters, or leveraging your Campaign Analytics account list from your last campaign. When leveraging insightful analytics you’ll get a deeper understanding of your target audience’s preferences, and the tools to further optimize your advertising approach. This eliminates wasted ad spend and allows the capture of high-quality accounts in your pipeline.
Now that more desired accounts have entered the funnel, you can more accurately nurture them along from the top of the funnel all the way to purchase. By continuing to leverage detailed insights about your audience, you can tailor your advertising approach to their behaviors and meet them where they are in their journey. The right message at the right time is the difference between closing a deal and letting potential customers slip through the cracks, and the use of transparent analytics will help enable timely and personalized communication.
In times of “cautious optimism,” brands tend to start looking for immediate short-term solutions. But without new prospects entering the pipeline, they will quickly run out of “quick conversions” at the bottom. The top of your funnel should be just as strong as the bottom of your funnel. When insightful analytics enter the picture, top-of-funnel tactics are no longer a budget risk. A deep understanding of your audience and the tools to reach high-quality accounts where they are in their unique buyer journey will reflect positively on your client’s ROAS.
A holistic pipeline solution for a healthy advertising approach?
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Pinpoint each account’s location in the sales funnel
Knowing where each of your target accounts falls in the sales funnel is vital to closing sales and ultimately proving return on ad spend. By distinguishing which accounts are hot, warm, and cold you can allocate your marketing and sales efforts appropriately and increase the overall success of your campaigns.
If the coldest accounts who are still unaware of the brand or products/services being offered are being given the most attention, the hottest accounts may fall out of the funnel or shift their focus to the competition. Hot leads should take top priority, followed by warm leads, and finally cold. So, how do you know which accounts are hot?
Your B2B thermometer
Think of B2B analytics like a thermometer to measure your audience’s engagement. Analytics reports provide the figures and insights needed to take the temperature of each target account in your campaigns and company sales funnel.
Determine which accounts in your ABM list are hot, warm, and cold based upon analytical insights from AdDaptive’s reporting. With the combination of insights from our Campaign Analytics reports and our Site Analytics reports, you can clearly deduce where each account currently falls in the sales funnel based upon their level of engagement. These reports provide a transparent, detailed breakdown of each account’s impressions, clicks, pageviews, and more throughout the flight of each campaign.
Armed with this information, you can then retarget each account based on their location in the sales funnel. The hottest accounts who are the closest to purchasing can be handed over to the sales department as qualified leads, the warm accounts can be further nurtured through the campaigns that they were the most engaged with (but this time with a deeper level of personalization), and the cold accounts can be shifted into new campaigns with messaging tailored to build general brand and product awareness and trust.
Fuel more sales by:
Properly allocating your efforts to push the hottest leads through the funnel
Refocusing your campaign messaging strategy to continue to warm the colder leads until they are hot and ready to purchase
Learn more about how AdDaptive’s analytics can act as your account thermometer in this infographic and video:
Ready to speak with a digital advertising expert? Book a meeting below.
