6 remarketing campaign mistakes you must avoid
For mature efforts, remarketing or RLSA efforts are often considered to take them to the next level. Success stories abound across industries with how these strategies improve efficiency by enhancing conversion rates. That said, as you consider rolling out remarketing, bear in mind these common mistakes. 1. Seek Scale Don’t assume that there is a large retargetable audience. Use your site...
How to reach consumers while protecting their privacy
Probabilistic methods allow for personal campaigns while ensuring anonymity. The debate surrounding probabilistic versus deterministic cross-device tracking is nothing new. But with the rapidly evolving online landscape and technological capabilities, and with customers increasingly engaging across multiple devices, brands and agencies should be having a different conversation: They need to...
Is third-party data targeting more effective than contextual targeting?
A new report from performance marketing agency Roast and ad platform Teads tested whether the costs of user data targeting and of complying with GDPR are worth it. Can contextual ad targeting work as well as interest- or occupation-based targeting? That question has become very relevant these days, in light of the consent requirements and other limitations surrounding personal and third-party...
Digital advertising: Make the most of display
Digital advertising will make up half of all ad spend by 2020, advertising agency Magna Global forecasts, and display is an integral part of that. Display advertising boosts brand awareness by up to 12% and brand perception by 2%, research suggests. In today’s bustling digital space, display advertising is particularly popular for winning customers’ attention. Screwfix brand and marketing...
How much targeting is too much targeting?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Frost Prioleau, CEO and co-founder at Simpli.fi. P&G made headlines in 2016 when it announced it would scale back on Facebook targeting. At the time, P&G CMO Marc Pritchard said, “We targeted too much, and we went too...
How to become a digital marketing wizard in five easy steps
The times they are a-changin’, especially in the online world. Grab yourself this digital marketing course if you want to step into the 21st century. From Facebook ads to YouTube, digital marketers need to be able to do it all in this day and age. Lucky for you, through eight courses and 25 hours of content, you’ll quickly get up to speed. Starting with the basics, you’ll blast through courses...
How advertisers can stay afloat after net neutrality is gone
While it’s still not clear what internet service providers will do after Ajit Pai’s FCC voted to repeal net neutrality rules, it’s certain that many online business models will be facing major upheavals. Of special concern is online marketing, which is largely dependent on fast and reliable access to content publishers and consumers, a requirement that was fairly met under net neutrality...
Is yours a digitally born business? What? You haven’t yet embraced your brand?
In the past, digitally native businesses found their first success without a brand: In fact, many Silicon Valley companies didn’t even use the “B” word. Conventional VC wisdom, in fact, supported a model where entrepreneur would take the lowest salary possible, live on the future promise of their equity stake, put all their money into your engineers and their UX designers, code a killer...
4 ways to reach a new target audience without abandoning your old one
Four strategies to reach a new demographic without changing what current customers already love about your company. For 56 years, Häagen-Dazs had a consistent message: high-quality, old-fashioned ice cream for sale. But that’s changed: Thanks largely to millennials, the company recently refreshed its brand with a revised logo, more vibrant packaging, new flavors and a global advertising...