Three Tips To Keep Brand Identity Among Holiday Frenzy

Part of your efforts as a digital marketer are to uphold the brand identity guidelines of your company – a task that is much harder to perform around the holidays when everything around us is recolored to match the season.

There is no easy answer, but there are a few things you can do in order to ensure that your campaigns stay true to your brand.

Tip 1: Remember Your Identity 

 The most obvious tip is to remember your brand identity and what it stands for. It is absolutely ok to change and adapt for the holiday, but do not go to far out from your brand identity or you risk alienating your existing customers who are loyal to a particular brand.  Consider adding light ‘holiday flair’ if you cannot integrate new colors without damaging your brand integrity.

Tip 2: Own Your Holiday Spirit

If you decide to change some aspect of your branding and colors for the holiday – own it! Remember when starbucks changed their cups to red and the internet freaked out? They didn’t apologize, merely explained their action (and got a whole lot of great press along the way). Go into the holiday season strong and you will come out strong!

Tip 3: Remember your Audience

 Want to promote a Christmas special but your audience is predominantly Jewish? Love Kwanza colors but targeting Christian audiences? It’s important to know your audience and respect their holiday spirit when considering holiday campaigns.

Extra tip: Enjoy the holiday season! It is all about family and happiness and that is what is important at the end of the day!

Seasons greetings from all of us at Adclarity by BIScience!

The AI Wars | From Mobile to our Home

With so many AI Assistants out there, companies focus less on technological superiority and more on product positioning and differentiation.

During the past decade, we have witnessed a massive increase in the development of AI technologies. IBM has managed to excel in its AI technology with Watson, the know it-all computer translating vast amounts of data into insightful information, and it can even beat Jeopardy professionals.

Businesses are also finding AI technologies appealing. The best example is chatbots that allow businesses to provide a better, engaging automated service while maintaining or reducing manpower costs. Facebook’s recent announcement to integrate chatbots into its messaging platform has legitimized start-ups and companies to invest in chatbots’ technologies.

Although most people do not interact on a daily basis with supercomputers or with chatbots, they do have their own digital assistant in their pocket, laptop or home.

When Apple introduced Siri with the launch of iPhone 4s, it presented a whole new way of AI communication. In fact, Apple dictated the characteristics of many AI technologies to come: A feminine assistant that mediates between the device abilities and your digital daily needs. The development of new mobile and connected devices allowed AI assistants to penetrate into new territories.

Post Siri’s launch, various technological leaders developed their own proprietary technology to support their devices and services. Amazon introduced Alexa, and provided its connected device Amazon Echo. Microsoft developed Cortana, a supportive assistant in many Microsoft operating systems including laptop and mobile devices. Google presented Google Assistant as one of the main features on the Google Pixel launch, and incorporated it with Allo messenger app and Google Home. Samsung is also a probable candidate to enter the race, as rumors indicate the forthcoming Galaxy S8 will already be equipped with Samsung’s Assistant.

As we look at the competitive landscape we identify that the digital assistant is becoming a point of parity in connected devices. In this battleground, Apple, Amazon, Microsoft and Google are investing heavily in advertisements highlighting the benefits of their AI assistants. However, as this market evolves, the real battle between these companies is focused less on technological superiority and more on product positioning and differentiation.

Exploration of creative messaging and digital activity discloses a different marketing message and a similar humoristic tone. Let us go over how these companies present their AI technology.

Apple – An integral part of your life

Although Apple presented Hands-Free Siri feature already in December 2015, it has come up with another humoristic ad focusing on how Siri meets you in your daily activities. By referring to a lovely routine activity such as cooking for Cookie Monster, Apple is emphasizing how Siri is immersed in your daily life. In other words, apple shifts from a focus on Siri’s massive capabilities to Siri’s role in everyday life.

 

 Amazon #JustAsk – Bringing AI outside mobile

Amazon demonstrates Alexa, the AI Assistant in all Amazon Echo devices, by promoting the #JustAsk campaign. By doing so, Amazon takes a similar position to that of Apple’s, but exports it outside the realm of mobile devices into the connected home territory. Since Alexa was first presented, Amazon promoted it with many short videos demonstrating Alexa’s capabilities: Finding locations, answering questions, playing music and more.

 

Microsoft – Better technology, better assistant

Microsoft parodies Apple’s What’s a computer? Ad, to illustrate how Surface Pro is better than Apple’s iPad Pro. The alleged dialogue between Cortana and Siri presents Siri and iPad Pro as inferiors to Cortana and Surface Pro technology.

Moreover, by looking at previous introductory videos of Cortana, we can see Microsoft implies its AI technology has a more human connection than other digital assistants out there. By comparing itself to a market leader, Microsoft aims to establish itself as the leading AI service.

 

 

Google – A new experience to reach our services

Google is using a new concept to present its pixel iPhone. while parodying Apple on the removal of its 3.5mm headphone jack, Google does not clash with Siri’s technology as Microsoft did.

Google presents Google Assistant as one of Pixel’s main features. Google Assistant is shown as an enabler to Google’s services and as an extension of Google Now. This process is part of Google’s wider strategy to implement Google Assistant into new connected devices.

 

The AI Battle Moves to Our Home

Looking at the activity from November, we see Amazon and Google are both focusing on promoting new products containing a digital assistant with the new Amazon Dot Echo and Google Home.

As the connected devices market is still in its premature stage, both Amazon and Google are following a similar approach and marketing message. They both introduce many daily situations whereby the digital assistant can partake in the activity.

Amazon is using the same humoristic tone from the Amazon Echo launch, while Google mixes between emotional and humoristic tone ads.

Parameter Google Home Amazon Dot-Echo
# Creatives 5 19
Top Ad Duration 15 10
# youtube Channels 1350+ 1450+
Most Popular youtube Category Music Music
# Publishers 6 +1000

AdClarity US Video Data, Pre-Roll Format | Nov 1 – Nov 22

With the data provided by AdClarity, we can point out the differences in video distribution: Amazon uses much more creatives than Google, and distributes video ads in more than a 1000 different publishers. On Youtube, both companies choose music and entertainment channels as their most popular categories. Also, a long-tail of channels is used to distribute their ads. This indicates that while approaching the same audience with mostly short and unskippable pre-roll ads, Amazon media distribution is much wider in both creatives and publishers’ than Google is.

In summary, it seems like the marketing activity differs depending on the device. While Siri probably dominates consumers’ perceptions on mobile devices, Amazon and Google are positioning themselves as the leading home options, and they strive to offer a product that you interact with almost exclusively via the digital assistant.

Interested to Know More about Your Video, Mobile or Display Advertising CompetitorsGet a Live Demo with Adclarity Team 

Why Black Friday Advertising Starts On A Wednesday

Every year around the Fall and Winter holidays, our minds turn onto shopping mode. With so many events coming up and so much love to give, we must make sure that we budget ourselves and do our home and gift shopping in advance to prepare for a smooth holiday season! While many people choose to start their shopping as early as September or October, and some choose to wait until the days leading up to the big holidays, the most average time of year to begin our holiday shopping is the end of November and beginning of December. This shopping season, full of sales and shopping treats, is (un)officially marked by a commercial dream come true called Black Friday.

What is Black Friday Anyways?!

Black Friday is, for all intents and purposes, the Friday after Thanksgiving Thursday. Over the past decades, this day is filled with door-buster sales and early bird specials in almost every store out there competing to attract customers and loyal consumers. Bargain hunters are especially jolly during Black Friday for a very good reason – since this day is known as a day for bargain sales, Black Friday is almost always the biggest sale day of the entire year, with unbeatable markdowns that people simply will not find again during any other sale day. Why is it called BLACK Friday? For that reason exactly! Retailers report such high profits that their businesses gain and gain. With gains traditionally marked in black and losses in red, this profitable day therefore lets businesses enjoy seeing a whole lot of black on their records! Exciting!

Leading up to Black Friday…

You would think that Black Friday sales would only start being discussed and highlighted on the days or weeks leading up to Black Friday itself, but don’t be surprised if you see advertisements creeping earlier and earlier! Black Friday is a great day for businesses AND consumers, but keep in mind the gruesome pressure businesses feel to compete with one another for customers! In order to ensure that their brand will have a successful Black Friday, businesses work very hard on creating successful advertising campaigns. While sales advertisements are traditionally announced on Thanksgiving Day, these campaigns can begin as early as October, and although that sounds almost too early, it reaps great results. Since so many shoppers like to plan their shopping early so that they can budget well and make their purchases slowly, advertising Black Friday early allows these shoppers to keep Black Friday sales for specific stores in mind when planning their holiday gifts.

Black Friday on a Wednesday?

With advertising creeping earlier and earlier and the competition getting more and more intense, it was only a matter of time before the shopping times themselves were leveraged to boost sales! That’s right – Black Friday is no longer limited to FRIDAY! In fact, the year 2013 began a trend where stores opened their doors for Black Friday customers on Thanksgiving Day or even on the Wednesday prior. While this is somewhat controversial due to the employees that must work during these days, the earlier opening time both gives customers more time to shop and businesses more time to SELL, thereby boosting their sales and overall profits.

If Black Friday Advertising Starts on a Wednesday, When Does It End?!

We know, we know. It’s a little confusing that Black FRIDAY actually begins as early as WEDNESDAY… but that might help lessen the shock when we hear that it lasts way longer than Friday sometimes too! In order to give customers all the time they need and sell, sell, sell, some stores will open their Black Friday deals late into the weekend. While this is true, don’t wait to long to go out to make your purchases! Inventories run out quickly this time of year!

From In-Stores to Online…

Traditionally, Black Friday was for in-store shopping. When cyber-shopping rose in popularity, businesses created a Cyber Monday in order to lessen competition between the two modes of shopping. The more time goes by, however, the more these lines blend together. While Cyber Monday will have the best of the online deals, keep in mind that many stores now open their cyber sales alongside their in-store sales!

Tips for Black Friday Shopping!

For the best Black Friday shopping experience, consider these tips:

  • Plan ahead! Decide what you want in advance and try to plan your purchases according to timing out the best deals.
  • If you’re deciding between big ticket items and smaller items, stick with the big ticket items! Black Friday deals give a bigger advantage to big purchases. It’s better to save big with 20% off a $200 item ($40!) than save small with 50% off a $20 item ($10).
  • Check deals for the same items from different stores. If you prefer one store over another, see if they have price matching policies!
  • Buy only what you know you need or want! Returns from Black Friday sales are often problematic due to the big sale nature of the deals.

HAPPY BLACK FRIDAY!      

Christmas in October? Why Holiday Advertising Starts Earlier Each Year

There’s a certain feeling of warmth and excitement when you start to see the holiday spirit popping up all around you. It’s that feeling that takes you back to when you were a kid, overwhelmed with Christmas cheer. Holiday advertising can only mean one thing – Christmas is around the corner!

But wait…Christmas in October?

Over the years, advertising for the holidays have slowly started to show up both in stores and online earlier and earlier in an effect some people like to call the “Christmas Creep.” While everybody likes to poke fun at Christmas themed competitive advertising and sales before Halloween has even come and passed, the reality is that the public doesn’t mind the early Holiday spirit. In fact, it has many advantages!

The holiday season is, for many companies and stores, the biggest money-making time period in sales for the entire year. This time period, however, is not limited to November and December as most people might think. While sales certainly do peak after Thanksgiving with Black Friday and throughout the month of December, a large majority of shoppers begin planning their holiday purchases way earlier than the winter months so that they can budget properly and shop for the best possible gifts. Some shoppers even begin their purchases as early as October so to beat the rush, for example with highly sought after gifts trending in the shopper market. Other shoppers also prefer to shop early so to allow themselves the time and comfort of setting up payment plans to budget their purchases.

When it comes down to it, whether or not shoppers are making the purchases early, holiday shopping becomes a focus for shoppers early on. For that reason, it is highly recommended for companies to turn on their digital marketing game for the holiday season early and watch competitor marketing to stay in the lead with their own competitive advertising. Before anything even hits the stores, companies want to make sure that their products are on the shopping list of the early Christmas planners! Next time you’re looking around and you notice a Christmas advertising next to a Halloween advertising, consider the effect. Most chances are, the competitive display will stay in your mind and even influence your shopping decisions!

So go on, digital advertisers! Get an early start to your holiday cheer!

Is Every Campaign a Back-To-School Campaign?

Does it seem like every campaign lately is a back to school campaign? You’re not imagining it – marketers, especially digital advertisers, have shifted their campaigns to leverage the rise of back-to-school shopping, and the result is that almost any campaign online these days is a back-to-school sale.

As parents across the country rejoice at the start of the new school year and struggle to adjust their kids back to the known routine, digital advertisers across the country are eagerly prepping back to school sales in the hopes of maximizing revenue and increasing brand awareness and loyalty.

While the school year only officially opened now, back-to-school campaigns have been spotted online as early as July 11th – almost a week later from the previous year and a month later than 2014. The shift in launch of back to school campaigns is likely due to the fact that digital advertisers want to create a sense of urgency – something that can’t be done two almost two months before the start of the new school year – while bringing a much needed boost to sales after disappointing holiday seasons and summer shopping.

In the past, back-to-school campaigns were largely focused on in-store purchases, however a recent study by the National Retail Federation reveled that online back-to-school shopping is increasing in popularity, with over 34% of parents reporting that they will make their purchases online this year.  The study further indicated that of those making their purchases online, 2 out of 3 parents would buy more than what was required of them on the school supply list – this is perhaps the largest reason that brands that operate outside of the back-to-school sphere have bumped up their digital advertising campaigns and found a way to connect their product to back-to-school needs of families.

As digital advertising is increasingly focused on mobile devices, it should come as no surprise that this year, more and more parents will make their back to school purchases directly from their mobile phones. The Rubicon Project back to school survey revealed that 60% of parents plan on purchasing as least one item on their mobile devices, and 30% reported that over a fourth of their purchases will be made on mobile devices.

Considering the increased reliance on digital devices for back to school shopping, coupled with the latest news from eMarketer that back-to-school sales are expected to go up by 2.6% this year in comparison to 2015, it’s no wonder that digital advertisers are doing all they can to leverage this latest shopping season to increase sales and maximize revenue generation.

Top 5 Advertising Trends for 2016

Even though 2016 is almost over, that doesn’t mean its too late to change your advertising strategy and implement some of the hottest trends in digital advertising.  Plus, it’s not too early to start thinking about your 2017 strategy, and if you don’t want to fall behind, you have to make sure you 2016 trends are on point!

So what trends can you not afford to forego?

#1 – Start incorporating Video’s

The first (and what some may call most important) trend of 2016 is the use of video for digital advertising. A Cisco report concluded that by 2018, 69% of all Internet traffic will be video based. Companies that want to stay ahead and reach out to a captive and ready audience must incorporate video in their digital advertising campaigns.  With digital ad spending on video only increasing, video advertising is one trend advertisers cannot afford to go without.

#2– Mobile Everything

Since the introduction of smartphones, the rise in the use of mobile devices has stunned even the most optimistic analysts. Already in 2014, mobile use surpassed desktop, and by 2015, 51% of the time adults spent with digital devices was spent on a mobile phone.  As digital advertisers begin planning upcoming campaigns, it is important to plan them for mobile devices and only then for desktop, as opposed to the other way around. If your target audience is on the mobile device, it isn’t the mobile campaigns that need to be optimized from desktop ones, but the other way around.

#3– The rise of Gamified Apps

If Pokemon Go taught us anything, it’s that consumers are willing to go above and beyond for something they find engaging and entertaining (just think about the guy who lost 28 pounds in 20 days). Since games have yet to be exploited in terms of advertisement, it is an excellent place for digital advertisers to focus if they want to tap into a captive audience that has shown willingness to go above and beyond for points (or pokemon).

#4 – Programmatic Advertising

Improvements in technology and increased competition has led to nearly two thirds of all display advertising being purchased through programmatic software and tools.  As a digital advertiser, it is important to stay ahead of the competition – and that means finding a programmatic advertising solution that works for you!

#5 – Humanize Your Brand

As machines begin buying ads and consumers grow weary of traditional advertisements, brands have begun turning to storytelling and human connections in order to build a brand identity that consumers want to connect with. Today, consumers don’t just buy a product – they buy a story, a vision and a piece of something they want to be connected to. For a digital advertising strategy to succeed, brands must humanize their story and make it easier for consumers to connect to them.

Top 7 Events For Online Advertising Professionals in 2016

 

The advertising industry is rapidly changing with the evolution of programmatic advertising, augmented reality, hyper-targeting and other technological advancements. In order to stay relevant, it’s important to keep up to date on trends and future predictions – and there is no better way to do that than by attending a conference.

A quick Internet search reveals dozens, if not hundreds, of conferences in the advertising industry. Unfortunately, not all of them are all they are cracked up to be, and many of them invested more in their marketing campaigns than the quality of their speakers and panels. When examining trade conferences, it is important to study the conference agenda, consider the conference attendees and their qualifications and ensure you have the relevant background knowledge in order to get the most out of your conference experience

Even among the interesting ones, not all are relevant for digital advertising professionals. That is why we compiled a list of the top 7 digital advertising conferences for Q3 and Q4 of 2016.

LeadsCon – August 22-24, 2016, New York

LeadsCon has established itself as one of the leading performance marketing conferences, and for good reason.  LeadsCon focuses on lead generation tactics and direct response marketing and draws in international leaders in digital advertising.  The 2016 LeadsCon New York will take place alongside B2B LeadsCon, the only summit geared exclusively towards B2B lead generation, lead acquisition, nurturing and conversion. The two conferences together make it the place to be for digital advertisers this upcoming August.

 

Why should you attend? Not only are these two stellar conferences taking place in one convenient location, this year will also feature a pre-event summit by Path2Conversion that will offer critical tools to optimizing advertising campaigns and improving strategies.  If you’re in the business of digital advertising, and care about converting leads (and don’t we all!), you won’t want to miss LeadsCon.

DMEXCO – September 14th and 15th, Cologne, Germany

Another ‘must attend events’ for digital advertising professionals is the 2016 Digital Marketing Exposition and Conference (or DMEXCO).  For years DMEXCO has established itself as one of the leading conferences for digital marketers interested in global connectivity and innovation. The conference, which drew in over 43,000 attendees, 881 exhibitors and 500 speakers in 2015, is a keynote place to explore the latest disruptive trends in digital advertising.

The 2016 conference is right around the corner and the anticipation of digital marketers is steadily increasing. Jack Dorsey, CEO of Twitter, Sridhar Ramaswamy, SVP Ads and Commerce at Google and Chris Cox, CPO of Facebook are just a few of the speakers that will attend the conference and share their insight on upcoming digital marketing trends, new disruptive technologies to consider and other advancements in the digital marketing world.

So why should you attend? If you are looking to retain market share or grow in your industry, you need to know what trends to follow and what disruptive technology you will need to adapt. Attending the 2016 DMEXCO is a great way to get all of that information sooner rather than later. Plus, Adclarity, one of the leading Media Intelligence Solutions available for digital marketers, will be attending the conference (and we hear they give great perks for conference attendees).

Interested to Know more about your Online Advertising Competitors – Book a Meeting with Adclarity Team during the DMEXCO conference 

RACE Expo, October 7th, Moscow

The 2016 Fifth International Affiliate meet up is shaping up to be one of the most interesting places for digital advertisers to be in 2016. The conference will serve as a hub for digital marketing experts, particularly those in the affiliate marketing world. Whether in the financial trading industry, online gaming, marketing automation or lead generation, this conference is on route towards becoming one of the most appealing ones, particularly for digital advertisers who are results oriented and focus on conversions, CPA’s and CPL’s.

Why attend Race? Race will bring together affiliate program owners and partners alongside digital advertisers, media planners and account managers from large agencies and production studios that are actively seeking tools that will help optimize and atomize digital advertising campaigns in order to increase effectiveness and share their knowledge in a welcoming environment.

PubCon, October 11-13, Las Vegas

PubCon, named as one of the top conferences for growing businesses and must-attend conferences by Forbes, earned it’s place at the list of conferences digital advertisers must attend in 2016.

PubCon is a digital marketing conference focusing on digital advertising with outlook to future trends. PubCon has long established itself as a leader in cutting-edge discussion with provocative topics and world famous keynote speakers which this year include Debra Jasper, Scott Stratten, Gary Illyes and more.

So why should you attend PubCon? In addition to featuring dynamic speakers and showcasing the latest technological trends, PubCo has serves as the launching ground for many products by international enterprises such as Google, Microsoft, Twitter and more, making it all the more exciting to attend (you never know what product or new tool you’ll get to hear about first!)

New Video Frontiers – October 19-20, London

The New Video Frontier conference earns a respectable place in our list of top digital advertising conferences to attend because this is the place to be for all things video (and we all know that video advertising is the hottest thing right now in digital advertising).

The New Video Frontiers conference brought over 500 industry leaders from around the world in 2015, and it is expected to shatter those numbers in 2016 thanks to the rise of dependency on video advertising across social media and search engines. The 2016 conference will focus on programmatic TV and monetization of mobile advertising as well as outsteam opportunities and virtual reality – all hot topics for anyone in digital advertising.

So why should you attend? Because video advertising is on the rise, and if you want to continue to hold your market share or grow your business, you will have to get on the video advertising bandwagon.

Casual Connect – November 1-3, Tel Aviv

Casual Connect, the annual Casual Games Association conference, is going to take place this year in the bustling heart of Tel Aviv. The conference, which takes place 4 times a year (in San Francisco, Amsterdam and Singapore) is geared towards leaders in the gaming industry and draws in over 1600 participants from over 35 countries to each event.  The Tel Aviv conference will focus on the interconnectivity of new media and business, making the center of the Start-Up Nation the perfect place to host the meeting.

Why should you attend? Aside from taking place in a hot location (Tel Aviv tops travel lists almost every year), the 2016 Casual Connect meet up will include over 700 companies and over 100 international speakers including Robert Antokol (Founder and CEO of Playtika, Diamond sponsor of the conference), Sean Ryan (VP Platform Partnerships at Facebook), Iky Sandor (Partner Development Manager at Google Play) and many others.

Affiliate World Conferences – December 5-6, 2016, Bangkok

The Affiliate World Conferences Asia is one of the premium digital advertising conferences, bringing visionaries and global leaders in affiliate marketing together under one roof. This year keynote speakers Christian Rudder (Founder and President of OkCupid) and Alexander Willemsen (Affiliate Expert and Founder of Scito Media) will focus on new trends in digital marketing and the direction affiliate marketing and advertising is going in.

Why should you attend? Aside from visiting Bangkok in December, the Affiliate World Conference will be a great opportunity to explore trends and advertising in affiliate marketing from global affiliate leaders, discover new tools and gain insight into future trends.

 

What Pokemon Go Has to do with Advertising

The immersion of augmented reality into the daily lives of consumers can be split into two – before and after Pokemon Go.

Before Pokemon Go, augmented reality becoming widely accepted was just a dream of advertisers. Today the idea of incorporating digital elements (like cute and fuzzy Pokemons) through our hand held devices and seeing them in our real world is exciting and new and most importantly, accepted by mainstream consumers.

Already in 2008 the first augmented reality was launched, however it wasn’t until 2011 when advertising powerhouses such as Disney and Toyota tried to integrate augmented reality into their advertisements. No matter who the brand, what the product, or how cool the ad, augmented reality just didn’t pick up with mainstream consumers.

All that changed this past month when Niantic unveiled Pokemon Go with unexpectedly little buzz. Despite the lack of pomp and glory, Pokemon Go has quickly become one of the most viral sensations of the summer, taking people out of their homes and into the streets to capture as many Pokemons as they can. In becoming a viral sensation and altering the augmented reality learning curve, Pokemon Go has single-handedly changed the safe of augmented reality, and in doing so, changed the future of advertising for years to come.

With Pokemon Go, Niantic has created an instant desire by consumers to intertwine what they see through their screen with what they see in real life – an act that augmented and virtual reality giants like Oculus and Samsung have tried to do for several years with the launch of their augmented reality lenses.

By bringing augmented reality to the mainstream consumer, Pokemon Go bypassed the need to purchase pricey augmented reality gear and gave the average consumer the chance to try and love this new technology. By simplifying the access and reducing the price barrier, Niantic has given digital advertisers rekindled hope that their dream of augmented reality integrated campaigns can become a reality sooner rather than later.

The result of the widespread acceptance of the augmented reality offered by Pokemon go will likely increase the availability of games that utilize mobile cameras as well as open up the digital advertising world to unlimited possibilities. Instead of struggling to take online ads to an offline location, advertisers will now be able to be a part of the journey consumers take from the moment they see an ad in the comforts of their own home, and all the way until they complete a purchase or visit a storefront.

 

Why You Should Be the James Bond of Banners, and all Display Advertisements Really

James Bond, aside from being hunky and suave spy, happens to be a master of sleuthing and scoping out his competition. As a leading marketer (and in general) you should strive to be more like James Bond.  Think we’re exaggerating? That your competitors aren’t as evil as Goldfinger? As cunning as Dr. No? Think again!

In a perfect world your digital advertising strategy would be measured solely for its value and creativity, however in a world in which brands are constantly compared against others, your competitive strategy, especially in the display advertising world, must stand out on its own and in comparison to those of your competitors.

So how can you build a strategy that stands out?  Take a cue from the James-Bond-Badassery-Book and start your competitor analysis.

Things you should look for:

  • What publishers are they using for most of their campaigns?
  • What is the most common mediator they are using for their campaigns?
  • How many campaigns do they run per month? Per quarter?
  • What CTA’s are they using on their banners?
  • What are the messages on the landing pages?
  • How does the funnel from text to display ad to landing page look?

How can this information help you? Consider a quick examination of the publishers and mediators used by a competitor over 6 months. You will either see a steady dependency on certain outlets or a rise/decline in particular publishers or mediators. If for example your competitor depended heavily on a particular publisher 3 and 4 months ago but this month has completely ignored them, you can avoid making their mistake and focus on the publisher that works.

Wondering how many campaigns is too much? Want to find the sweet spot number for how many banners and unique campaigns you need to convert potential clients? A great way to find that number is (you guessed it) to see what works and doesn’t work for your competitors!

Another great way to build a strong display advertising strategy is to look and see where your competitors aren’t. By examining existing strategies you will be able to spot untapped resources – or as Sun Tzu said, “You can be sure of succeeding in your attacks if you only attack places which are undefended” – in the world of digital advertising, the undefended is the untapped; and as a marketer, your goal is to get there first and conquer.

By identifying your completion and understanding their strategies, you will be able to develop your own digital advertising strategy that is built on the mistakes and successes of others, minimizing your risk and maximizing your profit potential.  Keeping a keen eye on emerging businesses can let you know what potential threats are lurking around the corner, and examining indirect competitors can help you understand more into your consumer psyche.

To truly master spying on your competitors and staying one step of the game, you need a competitive intelligence program that will help you understand the competitive landscape in which you are playing.

That’s where AdClarity comes in.

Just think of us as your very own Ring Camera; with us, Max Zorin (aka Christopher Walken, AKA the elusive and crooked industrialist from A View to Kill) doesn’t stand a chance!

Are you ready for your next mission marketer?

Color me Converted – Color Selection in Digital Advertising

The impact of color selection is often stressed when dealing with branding, but rarely touched upon where digital advertising and marketing is concerned; luckily, we’re here to help you out.

Since the moment we open our eyes, we are flooded with color –colors stir emotions, drive actions and have powerful associations so engrained in our psyche, it would be foolish for advertisers to ignore them.

As a marketer, your goal is to increase conversions. Regardless of what you are selling or offering, if you are spending money on digital advertisements, your goal is to drive potential clients to do something (preferably something you want them to do). How can you increase chances of conversion? By clever use of color of course!

Want to be our test subject? Great! Look at these colors

Color me converted pic 1

What are you craving (hint, probably something fatty and greasy and delicious like a Big Mac with an extra large coke).

Why? Because this combination of colors translates, in your mind, to speed, efficiency, and, thanks to KFC, burger king and other fast food companies, high calorie deliciousness.

So what does this have to do with your digital advertising strategy? Plenty!

When developing digital advertising campaigns, it’s important to take into account colors and the feelings they invoke in consumers.

If, for example, you are advertising a service, such as financial services, legal services or even something that is support to be unbiased (like a news outlet), consider relying on the color blue not just for your logo but also for display ads. Since your goal is to convince potential clients of your trustworthiness, and since blue is known to involve trust and loyalty, using any other color would be downright foolish.

Don’t just stop at the color scheme of your display ads – spend time considering the call to action button. As we discussed, you are always selling something – but if you don’t drive potential clients with a powerful call to action, what good is your well thought out color scheme? When compared in split testing environment, red call to action buttons universally increased conversion rates when compared to green.

Does this mean you should always use red call to action buttons? Probably. But what it also means is that you should split test your colors as well as rely on insight you can gain form competitors when building your digital advertising strategy.

And don’t forget – colors can drive conversions!