It’s no surprise that COVID-19 has sparked massive change, but how has it impacted advertising? With more people at home using technology for work, entertainment, schooling and more, the methods of reaching audiences have shifted. And advertisers have taken notice, modifying their approach to reach audiences at their new location – home – and through new platforms – digital devices.
Your campaign is ready to go. You’ve crafted your content to meet the desires of your target audience, you’ve aligned your messages with the proof points of your brand…but hold on. There are still a few more things to do before you press GO and launch your campaign.
Here’s your pre-launch checklist:
When trying to determine the effectiveness of an advertising campaign, you can look at many different factors. Just as digital media has changed over the last few years, so has the way we determine a campaign’s measures of success. Two examples of how we evaluate campaigns are Return On Ad Spend (ROAS) and Return On Investment (ROI). While it’s important to understand the differences between ROAS and ROI, it’s equally important to know the value of each when optimizing both campaign performance and budget.
As advertisers struggle to negotiate the ever-changing world of digital marketing, there’s one medium that remains strong, affordable and effective: radio.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It’s hard to beat reaching your customer in transit while they’re on their way to go shopping.
In addition to credit card fraud and identity fraud, there’s a new kind of fraud to watch out for — ad fraud. Digital ad fraud, also known as Invalid Traffic (IVT), is the practice of fraudulently representing (or falsely inflating) online ad metrics like impressions, clicks, conversions or actions in order to generate revenue. Digital bots, or nonhuman digital traffic, are the main cause of ad fraud, resulting in more than $7 billion in advertising investment waste.
You probably won’t get to the end of this blog. Studies show the human attention span is shrinking. The CEO of Microsoft, Satya Nadella, says that the true scarce commodity of the future is human attention. In an era of diminishing attention spans, 60-second and 30-second commercials have lost favor among advertisers. Video completion rates are falling, and heavy advertising loads have an impact on consumer viewing experiences.
Some of the most popular television programs feature makeovers. Viewers can’t seem to get enough of shows where drab and out-of-date houses and people get a new look and style. Rebranding is the process of giving your company a makeover by reinventing its image, messaging and/or appearance. It’s a great way to revitalize your business or possibly gain a new audience. But this undertaking involves more than just a new logo and business cards. Rebranding is a complex process that should be strategically planned and executed. If you think it is time for a company rebrand, you need to understand the steps necessary for success.
Remember when experts predicted that because of computers and digital content we’d all live in a paperless society? Obviously that hasn’t happened. And even though digital content has exploded, there is still a need for printed materials, and the best source for creating print content is right at your fingertips…your current digital library.
Are you familiar with the concept of retargeting? I’ll bet it’s happened to you. You’re online shopping for an item…let’s say a new pair of shoes. You examine the features, check the price, you may even click to add it to your shopping cart, but you never complete the purchase. The next time you’re online you’re served an ad for that exact pair of shoes. Weird? Nope, that’s a form of retargeting.
Consumers use digital throughout every step of their travel journey, from dreaming about destinations, to vacation research and booking. Your job as a tourism industry marketer doesn’t end once a visitor finally reaches your location.
Take a look at all the ways travelers use mobile once they’ve arrived and are ready to enjoy their experience. Are you missing out on any of these opportunities?