Actionable Insights are in our DMA

Every month, we will present one dashboard that received highly positive feedback from our clients. We believe that sharing dashboards can help marketers facing similar day-to-day challenges. To kick this project off, we choose our new DMA (Designated Market Areas) data dashboard.

Recently, we completed the deployment of servers across 53 US DMAs, unfolding a terra incognita of insights for US companies. For the first time in the digital advertising era, we provide for our clients a comprehensive tool set allowing them to learn how competitors orchestrate digital campaigns. Our new tool set allows you to view which campaigns and creatives are promoted in each DMA, in addition to a variety of selected local and national publishers, thus demonstrating the competitors’ overall focus and share of voice from the DMA perspective.

The DMA dashboard is aimed at providing actionable insights in 4 major marketing challenges.

Challenge 1 | Getting a clear view on competitors’ digital performance within the US

 

DMA map

Geographic Reach in the US – DMA Breakdown

What do I see? The DMA breakdown highlights from popular DMAs across the US from a competitors’ perspective. By looking at the color-coded DMAs, you can identify the “hot spots” where your competitors devote focus, and the territories where you hold a relative advantage.

How it could help me? The geographic chart provides higher level of certainty when determine which US markets to focus on, even before you drill-down into the competitive landscape in each DMA.

 

Challenge 2 | Distributing campaigns wisely in different US markets

 

DMA data

DMA Data Chart

What am I looking at? The DMA chart above discloses the dominance of brands across different DMAs. It can point out strong market leaders in the US, and indicate what are the most advertised US markets, against those that are relatively exhausted.

How it could help me? This chart enables you to allocate funds wisely. You can invest less in territories that you are already very dominant, and invest more in territories where you want to increase your dominance.

 

Challenge 3 |Understanding competitors focus

 

DMA ranking

Campaign ranking across DMAs

What do I see? The relative ranking of top campaigns for each DMA. You can view the ranking differences across leading territories. Clicking on a specific ranking will show the top creative for a campaign on the right side of the screen. By hovering you can view the top publisher and mediator chain.

How it could help me? The ranking indicates how your competitors promote specific offers, products, and services in each DMA. In this example, BestBuy promoted Huawei products significantly in Oklahoma and Miami, but promoted Huawei less in most markets.  In addition, you can view your competitors’ most promoted creatives and popular sites.

Challenge 4 | Optimizing the mix of national vs. local publishers

 

publisher by tier

Geographical Breakdown per Publishers’ tiers

What do I see? The following chart presents the local/national publishers’ ratio per each DMA. In addition, the chart presented holds another layer of data, allowing you to understand which type of publishers are selected by direct competitors.

How it could help me? Analysis of the chart allows you to view DMAs where local advertising is dazzlingly popular. You can also filter the data per a specific competitor and view their publishers’ emphasis in terms of tiers, local or national and specific publishers.

In the next month, we will present the XY data dashboard pointing out the placements of competitors across publishers, channels and countries

You can easily subscribe to “The Dashboard of the Month” by clicking button below and get next actionabal insights straight to you email box

If you are interested in exploring our dashboard portfolio, and find out which dashboards can be relevant for you please Click Here

 

Top Digital Advertising Trends for 2017

It’s that time of the year again! Xmas and New Year Holidays are over  and new 2017 promises to bring many changes to digital advertising world.

As a leading digital advertising BI solution, our goal is to help our clients stay ahead of the game – and sometimes that means giving you the tips and insights of our top researchers into what they think the top digital advertising trends of 2017 will be:

  1. Video Consumption is slowing down – don’t stop your video campaigns just yet, but reconsider where you publish them instead. While video consumption is expected to go down on desktop, eMarketer reassures us that mobile consumption is still going up.
  1. Social Media is Strengthening for eCommerce – with more and more tools coming from social media sites (think paid Instagram campaigns through the Facebook and new features on Twitter), eCommerce is going to see a big boost in 2017 as campaigns in social are geared towards conversion.
  1. The Pokemon Effect – pushed by the successful immersion of augmented reality thanks to Pokemon Go, 2017 is expected to see an increase in the use of augmented reality, specifically in mobile marketing. With over 500 million downloads and 20 million daily active users, one thing is sure – consumers love augmented reality!
  1. Better Data Visualization – after the rise of info graphics a few years ago, it makes perfect sense that marketers would want more solutions for data visualization to improve digital marketing campaigns. How do we know? We’re speaking from experience! BIScience just launched a brand new Ad-Intelligence visualization solution and its getting great reviews from digital marketers across all sides of the marketing funnel maximizing the tool to understand competitive analysis on a whole new level– want to learn more? Click here!
  1. Live Stream Everything – if the presidential debates were live streamed, digital marketers need to understand that the idea of live video is so immersed in modern society, that brands that do not utilize it as part of their digital advertising strategy risk losing market share and relevance in the eyes of modern consumers.

Not all Advertising Channels are Equal for Digital Advertisers

As a digital advertiser, you surely spend a great deal of time, energy and money on digital advertising for your brand. Your goal is to get consumers to notice your brand – so how do you do that in the most effective way possible?

Know your target audience

The first thing you need to do is know your target audience and understand their pain points. Once you understand their specific needs, you will have a better idea of where to find them.

Realize that not all channels are right for you

Did you know that apple only joined twitter in the beginning of 2016? As the undisputed smartphone leaders, they realized that their target demographic simply wasn’t on twitter and so they did not feel the need to allocate resources to managing a twitter account until recently.

Consider the way your ads are received

Taking the knowledge of your audience one step further is the ability to recognize the timing and placement of your ads and use that information to decide what medium would be most effective. If your audience spends time on their mobile device and your conversion funnel is mobile based, spend more resources on mobile media. If your audience is heavily invested in social media, that is where your traffic needs to be diverted.

Know when your influence matters

Wasting money for the sake of wasting it is never a good idea – look at your competitors, examine previous campaigns and determine the optimal times for your advertising campaigns and focus on them.

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

 

The Evolution of Programmatic Buying: Top Obstacles in Programmatic Advertising

In today’s day and age, it seems that programmatic advertising is everything. Despite being a relatively new tool for digital advertisers, it has increased in popularity rapidly due to the improved results advertisers can get from hyper targeting and modifying bids in real time without the need for manual involvement.

Despite the dependency on programmatic advertising, there is still a great deal of challenges that digital advertisers find themselves dealing with.

The Danger of Bots

One of the most notable obstacles that programmatic advertisers have to deal with is the presence of bots on the internet. It is believed that almost 50% of the web is comprised of bots, and an overwhelming majority of them are considered ‘bad bots’ that skew advertising results, impersonate humans and increase the prevalence of spam.

Viewability Fraud

One of the most common obstacles bots cause is in the viewability results displayed to digital advertisers. Ad Fraud, especially due to viewability issues, is such a concern that companies such as Google and AppNexus have premium services guaranteeing “fraud free” ads for advertisers. Despite this solution, the problem is still a difficult one for digital advertisers, especially those seeking non-traditional advertising ad networks to use for their campaigns.

Time to create creatives

An interesting obstacle that digital advertisers have had to deal with is the inability to make enough creative to test as quickly as programmatic tools can accept them. To combat this, many programmatic creative tools have been created, yet their use is one advertisers are slow to integrate into their workflow.

Ultimately, the biggest concern digital advertisers have to deal with is the lack of understanding of programmatic and the newness of the technology.

 

 

The Evolution of Programmatic buying: Understanding the Difference Between 1st, 2nd and 3rd Party Data

As a digital advertiser looking to improve campaigns and maximize effectiveness of ad networks, you probably spend a great deal of time utilizing DSP solutions to help you simplify the ad buying process.

Your DSP interacts with a DMP, which is just another acronym for a technological platform that aggregates all the data and tells your DSP which media buy is the best option.  What you may not know is what the difference between the 1st, 2nd and 3rd party data that your DMP presents, and how that impacts the effectiveness of your campaign.

Luckily we’re here for you!

The best way to think about the different data the DMP aggregates is by thinking of the game telephone (where one person says something and it is whispered throughout the ‘phone lines’ to see what you get at the end). The more you go down the line, the less reliable the information is.

First Party Data: This is the first person hearing the sentence on broken telephone. First party data is based on information taken directly from your site visitors and customers, conveyed through pixels, cookies etc. It is the most accurate and most powerful way to understand your client’s behavior.

Second Party Data:  This is the second person in line on the game of broken telephone; the information might be relevant, but it might be wrong.. Why? Because second party data is derived from the first party data of a similar company and the belief that their data is relevant to yours.

Third Party Data: This is everyone else in the game of broken telephone; they may know what’s going on, but chances are they are so far out there it will be ineffective to rely on it. Third party data is everything that isn’t first or second party data and, as one may assume, it is an overwhelming amount of information that may or may not be relevant for your brand.

What is the best data? Of course first party data is most accurate, but there are ways to utilize programmatic tools in order to cross reference 1st and 3rd party data and target your campaigns more effectively.

Want to read more about programmatic buying and understand the best way to maximize your digital advertising campaigns? Click here to read our eBook!

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 

The Evolution of Programmatic Buying: RTB vs Programmatic Direct

Technology and marketing terms can get a little confusing sometimes. With all of the programs and tools out there, it’s easy to lose track of what to use when! In order to have successful marketing and digital advertising, however, we need to understand the lingo. So let’s break it down…

What is Programmatic Buying?

Programmatic buying sounds way more complicated than it actually is, so to break it all the way down, lets define it in the simplest terms: programmatic buying is the buying and selling of display advertisements using automated technology. Simple! Think of it as one computer talking to another computer, without the mess of human error in the way (goodbye lost emails and long response times). By making the digital advertising process more automated, the entire process becomes more efficient and easier to use.

You Mean There’s More Than One Type of Programmatic Buying?

Yes! There’s RTB and Programmatic Direct. These terms are often used interchangeably because people don’t fully recognize the different between them, but this oversimplification can actually harm the marketing and advertising industry! Don’t worry, it’s not only novices that make this problem – it is actually a problem on a large scale! And it only takes a little bit of attention to the differences between the two to get it right!

What is RTB?

RTB means real-time bidding – but don’t worry, you’re not headed to an auction house here! In simple terms, RTB is a technology mechanism which aids in automatic buying and selling of online advertisement impressions. The buying and selling works kind of like an auction house, only the real-time auction all happens during the time it takes for your webpage to finish loading!

How does RTB work? Let’s say you are on Facebook and on the side of your page, there is an ad impression. In the time it takes to load the page, information about the site you are on and you as a user is passed to an ad exchange. In this ad exchange, the information is then auctioned off to whichever advertiser is willing to pay the most for it, and the winner’s ad gets the impression spot! This whole process, because it is automated, takes a millisecond!

There are a lot of positive benefits to using RTB, but the most obvious is the effectiveness of the process. Instead of using websites as proxy, advertisers are able to target their audiences with RTB based on their hit and click history. The process therefore cuts down the number of impressions they put out using exchanges and other advertising technologies.

The confusing part about RTB is that it is inherently programmatic. Yes, RTB is a type of programmatic advertising, but not all programmatic advertising uses RTB. Programmatic is more of a characteristic of RTB than the definition of it. When you use the term RTB, you are referring directly to the RTB technology which holds open auction markets and private marketplaces.

What is the Downside to RTB?

RTB was revolutionary for the world of ad buying, but it came with a small price. The downsides mostly relate to the vagueness of the buy – there is no guarantee that you will get the ad spot of your choice and there is no information about the specific sites your ad will be displayed on (only the category of sites). Also while RTB allowed a deeper transparent look into the media buying world, it doesn’t fill publishers in on the decision making process behind advertisers buying their inventory by removing the direct relationship between advertiser and publisher. To top it all off, RTB is a little harmful for premium publishers, giving the full advantage (arguably) to publishers. So what happens now?

Programmatic Direct to the Rescue

Programmatic Direct can be called numerous things (programmatic premium, programmatic guaranteed, programmatic reserved, premium direct, automated guaranteed), but don’t be fooled into thinking these are different things. All of those terms all mean the same thing!

In a nutshell, programmatic direct is the an automated process of direct media buyers which solves the problem RTB creates by removing the direct relationship between advertisers and publishers by allowing advertisers to buy directly from the publisher, but without filling out the tedious insertion orders. In this way, publishers and advertisers get the transparency they need to make the most out of their campaigns. For example, in this way, when advertisers buy inventory from a publisher, they are guaranteed the spot they purchase!

By offering a system that includes a guarantee instead of an auction, programmatic buying was able to surpass RTB by supporting more targeted marketing to audiences.

So Which One Should We Use?

When it comes down to it, both types of programmatic buying are still in use by advertisers and publishers all over the world. The choice comes down to preference! Consider the positives and the negatives and optimize your campaign with whichever fits your needs!

 

Want to know more about programmatic buying – check out  our Ultimate Guide to The Evolution of Programmatic Buying 

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!      

Same Product, Different Campaign: How Brands Adapt to Suit Different Mediums

Today’s world is centered around globalization and easy communication which transcends locational boundaries which once seemed out of reach. We are in touch with markets not only in our direct local communities, but nationwide and even worldwide. The biggest factor that allowed for this growth was the advancement of the internet and the technology platforms which support it. We have entered an age where everything is available behind a screen, and there are so many screens to choose from, from mobile to tablet to desktop!

With the sharing of ideas across the world, we’ve also had to reform the way we market to reach both our local and faraway communities. In marketing, the next big thing has therefore become adaptive marketing, an approach which allows marketers to adjust their campaigns and marketing activities to fit the needs and interests of their customers as best as possible. This means adapting not only their products, but also the marketing platforms and channels to adapt to different mediums customers might use to access their products and sales marketing advertisements.

Desktop Campaigns

The desktop is the original internet platform, but that doesn’t mean it doesn’t adapt to the times! In order to keep up with marketing trends in desktop campaigns, it is important that your desktop campaigns fit aesthetic trends and keep up with the visuals that pushing boundaries.

Mobile Campaigns

Mobile has taken over. It is not just the future; it is the present! In order to stay relevant for a growing mobile market, it is essential that your brand has a mobile strategy so that it can target mobile audiences. While mobile sites are sufficient, it is highly recommended to turn to a responsive site which can translate between mobile and desktop. Wanna be a top player in the field in terms of accessibility and innovation? Consider designing a mobile app for your brand!

Video Campaigns

Thanks to the incredible increase in accessibility to ways to produce high-quality videos, more and more brands are turning to video content to reach an audience that is already so responsive to visual advertising. Video campaigns can increase ROI and engage audiences in a way that makes them visualize themselves with the product. This will lead to increased loyalty and brand engagement!

Tablet Campaigns

Tablets hold a funny spot in the market – they’re not quite desktop, not quite mobile. But with the increase in interest in tablets from kindles to iPads, it is important that brands include tablet users in their marketing strategies. Consider layouts and aesthetics of your (responsive) sites and ways the larger screen can benefit the mobile platform. Possibilities are endless!

How Digital Media is Impacting the Elections

Once upon a time, presidential campaigning was simple in terms of advertising. In order to communicate their platform and views on various issues and gain the vote of the public, candidates would rely on more traditional means of marketing. This included posters, informational leaflets, live speaking events, and with the introduction of the television as an American household staple, televised debates. When digital marketing was introduced to campaigning, election marketing changed to fit the wants and needs of an increasingly technologically aware public. While we could see right away the effects of digital media on the election process, just how far does this influence go?

America’s first introduction to the profound effects of digital marketing on election campaigning came with the 2008 presidential elections. During that election, we saw direct tangible correlations between digital campaign spending and viewer response with the dichotomous approaches of Obama on the one hand, with $47M spending, and Romney on the other hand, with $4.7M campaign spending. During that time, social media was at its peak for campaign marketing, serving as a platform to reach out to the increasingly large demographic of social media users.

While social media still plays a significant role in campaign marketing for the current 2016 elections, digital marketing has evolved greatly to include more sophisticated approaches to viewer and voter response. Of the $11 million projected spend during this election cycle, approximately 10% of that budget is projected for digital advertising alone, evidencing an all-time high for election focus on digital media.

Social media still plays a big role in branding for candidates, whom have shown a heavy presence on networks such as Facebook, Instagram, Twitter, and even Snapchat to disseminate content and gain support. This has opened doors for candidates to target voters directly rather than micro-target demographic groups by way of advertising targeted to specific niche issues. Even the platforms themselves have opened up new marketing tools for candidates, such as Facebook, for instance, which, new to this election cycle, made it possible for candidates to upload voter databases and link registered voter emails to specific Facebook user accounts so that candidates can communicate with those voters directly via the social platform.

While social media still has a presence, however, there is a notable decrease in focus on social media by candidates than in last election. Now, in addition to social media, candidates are placing heavy focus on more traditional display advertising, namely native ads. Native advertising is paid content made to blend in effectively on websites. It is seen as a good way by which to cut through the clutter of digital media and reach a larger demographic of people in a non-obtrusive way. The increased benefit of native advertising and other display advertising for the election campaign marketing is, above all, the trackability of these methods and the programmatic software developed to distribute these advertisements with ease. By creating interactive display advertisements with integration of retargeting links and landing page campaigns, candidates can track the online response of their voters. In some cases, this even means insight into population areas with large support through location tracking.

The increased spending on digital media during the 2016 elections evidences the tangible results and effectiveness of digital media marketing. Whether we see the election end with a Clinton or a Trump victory, we will be able to utilize data on their digital marketing campaigns and how they correlated to the ultimate victor. With the speedy growth of the digital marketing world, we can’t wait to see what all of these developments will bring to the table during the 2020 elections!