Digital Marketing in 2015: Contemplating Content & Native

There is no question that content is one of the most important aspects of any marketing strategy for any type of company. As noted in the previous chapter, customers want to consume valuable and relevant information that will fulfill their needs, whether it be just acquiring information about a general topic or trying to understand why they need a certain product or service. It is crucial for marketing teams to develop a content marketing strategy that does all this, while still maintaining its objective of providing a positive customer experience which will lead to a profit.

Pandora’s Box

The customer’s ability to have constant access to content has opened up a type of Pandora’s Box. Whereas previously the customer had to contact the company in order to get more information about them, now they can access it almost anywhere on the internet—leaving the company with little to no control over the educating and qualifying process. That is, unless they have created a content strategy that can positively affect each and every customer and prospect no matter what stage of the funnel they are in.

Customers can now empower themselves with the information they have access to without ever speaking to a single salesperson, and because of this, it is important that the content creates a positive customer experience and relationship.

Creating content isn’t hard. Creating quality content is.

Anyone can create content, but not just anyone can create quality content that provides customer engagement across multiple channels to different segments. This type of content takes on an entirely different approach from the generic type as marketers are forced to abandon their comfort zone and change their approach to be purely customer-centric one. What the marketer is familiar and confident with is no longer relevant. Their focus must only be on the customer’s desires and needs as content is the main influencer for the majority of the buyer’s journey. Because if they don’t give the customer what they are looking for, the customer will simply look for it somewhere else.

“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

A company can create the most advanced and relatable content, but if they don’t know how to repurpose it and promote it, the content will most likely make no impact and no traffic will be driven to their website. There are many ways to promote content, such as through social media, guest blogging, partnerships, and of course, advertising.

Paid Media

“Paying for reach on social channels is no longer an option for brands; it’s an imperative.”[1]

It is extremely hard to promote content organically unless the company creating the content is extremely well-known and already has a huge amount of traffic coming to its website. Even if a company decides to bombard their social media channels and database with emails, there is going to be a plateau, or a glass ceiling in regards to bringing in more traffic to the website. And the only way to break the glass ceiling is through paid media.

Paid media allows for companies to access readers beyond their finite database and extend their reach in less time. And as the company continues to deliver premium content, these new readers will keep on engaging with the company. And if the content is good, then these readers will become customers.

Truly amplifying content with paid media is not an impossible task as long as the marketer is using the right Marketing Intelligence tool.

Marketing Intelligence

Marketing Intelligence is the process of gathering all the world’s digital media data and presenting it in a useful and accessible manner to allow for better decision making. AdClarity, the leading Marketing Intelligence tool in the digital advertising industry, enables marketers to gain all the actionable insights they need to create the best possible digital campaigns. And when companies are building their content marketing strategies, it is crucial for them to have as much information possible on what their direct and indirect competitors are doing.

The following case study shows a true portrayal of how we used Marketing Intelligence to distribute our content and expand our reach. Download it here.

Native Advertising

“…the goal of native advertising (at least for definition purposes) is to not disrupt the user experience … to offer information that is somewhat helpful and similar to the other information on the site so that users engage with the content at a higher rate…”[2]

Native advertising developed from the concept that businesses, especially marketers, must build trust with the customer before trying to pitch to them. It is a known truth that customers lose trust in a company when a piece of objective content ends with an attempt of a product pitch. Therefore, it is imperative that the piece of content being used in the native campaign truly blends in with the character of the site it is being promoted on. However, it is also important to make sure that the reader is aware that the piece of content is a sponsored post as deceiving them to think otherwise can also deteriorate trust in the brand.

Conclusion

Using content to build trust with a customer is a challenging but necessary aspect of marketing and sales. The content of any brand must be created to fulfill any needs the customer may have no matter what stage they are in in the buyer journey.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

[1] http://customerthink.com/why-are-b2b-brands-so-obsessed-with-native-advertising/

[2] http://contentmarketinginstitute.com/2014/11/wsj-content-marketing-not-native/

Digital Marketing in 2015: The Death of the Funnel

It’s no wonder that the traditional purchase funnel (aka marketing funnel) is no longer relevant to today’s average consumer; things have changed since the 1800’s when it was first introduced. Originally designed to represent the buyer’s journey, the funnel focused on the buyer’s linear migration in designated stages that started with awareness and ended with the purchase or loyalty stage. It assumed that all customers started at the top of the funnel and moved organically through the different stages. The problem is that the buyer’s journey is no longer linear (was it ever?) and the funnel is no longer pertinent, yet marketers are still referring to it when developing their marketing strategies.

What Changed?

The advancement of technological innovations has permeated the consumer’s realm by providing them with nonstop access to information and a giant increase in the available number of touchpoints. Consumers have welcomed this change and along with it, have altered the way they research, decide, and buy products, moving away from the fundamental concept of the traditional funnel.

The Shift

In the past, it was copacetic to inundate consumers with generic advertising messages that may or may not have had any relevance to the consumer. As far as the brands were concerned, the battle for the consumer was based on who had the most media spend and creative messaging. And most times, these campaigns weren’t customer-centric, they were focused on the brand and didn’t deliver any valuable information or content to the viewer.

As times changed and consumers evolved into data-informed consumers, the power began to shift from the brand to the consumer. Consumers now had the ability to share their opinion and experiences with a plethora of people via social media outlets and self-educate themselves in any stage of the decision-making process. So now, the traditional ad that would once send a consumer straight from the ad to your website no longer accomplished its main task. Rather, now consumers would view the ad and research your company, contemplate reviews, and begin a discourse through social media with other consumers who have experienced your product or service.

And if we were to force the concept of the funnel to today’s buyer journey, we would see that the consumer jumps back and forth through the different stages as they delve deeper and deeper into their research process, thus making the funnel inconsequential.

In addition to the abundance of information available for consumers, consumers can now access all of this information and more through a multitude of channels, such as mobile, desktop, in-store, etc. This creates an even bigger obstacle for the modern marketer who is trying to send their potential consumer the right message at the right time regardless of which channel they are using. The consumer is now able to skip through different stages in the decision-making process via different channels, requiring marketing teams to figure out how they can create and maintain a single view of their consumer in order to provide them with a seamless shopping experience no matter where they are.

The Impact

This shift in power from the CMO to the consumer caused a disruption in the marketing world. Marketers were no longer only focused on the brand; rather, they began to understand that the consumer and the customer experience was the key to an increase in sales and ROI.

In 2014, HBR quantified the customer experience and came to the following conclusions:

  • Customers who had good past experiences spent 140% more than those who had poor past experiences
  • In regards to subscription-based businesses, customers who had had poor customer experience would most likely remain a member for a little over a year whereas customers who received a high level of customer experience would most likely remain members for an additional six years

And because of this, businesses began to change the way they did marketing in order to appease their customers.

They began to give their prospects and consumers valuable content through their blogs, websites, and social media. Enhanced segmentation began to be considered, as it linked to delivering a hyper-personalized experience to their consumer. Businesses began to be available through every medium at every hour, dissipating the borders between in-store and online. And developing the right messages at the right time became more critical than ever.

Conclusion

It is easy to see why the funnel became irrelevant and why companies began to focus on the customer experience more than ever. But understanding this change is still not enough. Marketers must know exactly who their customers and prospects are, what they need, and where they’re looking to get their information. The difficulty to do all of this without the involvement of multiple touchpoints is immense, and with the touchpoints even more. Providing value to consumers has become a career within and of itself and in the next chapter we will discuss one of the most important aspects in bringing value to the customer which is through content and native advertising.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

Ad Viewability: Why You Can’t Ignore It

In the past few years, statistics about display advertising have been a hot topic. Why? Because the figures are shocking. For example, did you know that you’re more likely to survive a plane crash than click on a banner ad? Or that you’re more likely to get into MIT or Harvard than click on a banner ad? Eeek! For someone who lives and breathes the digital advertising world, these are horrifying statistics. But what I think is even more daunting is that while global display ad spend is expected to reach over $70 billion in 2016, over 56% of all ads served are not actually viewable!

So what makes an ad viewable?

According to the IAB, at least 50% of an ad must appear in the user’s browser window for at least 1 second, and in the case for videos, at least 2 seconds. That means if your ad shows up on someone’s browser, but is placed below the fold, and the user hasn’t scrolled, there is no ad viewability. To put it simply, just because an ad is served doesn’t mean it’s viewed.

So what can you do?

In the following infographic, you’ll see exactly what factors affect the chance of your ad getting viewed.

Ad_Viewability

 

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

Display Ads Not Converting? Blame Your Creatives

With online display advertising spend predicted to reach $37.6 billion by 2019, there’s not a lot of room for error. As online advertisers spend more and more money on display, they must make sure they are building campaigns that will lead to successful results, whether it be brand or performance based. And if you ask any professional in the online advertising industry what they see as the key to success in online advertising, most likely you’ll hear the same thing: the creative. In fact, according to an article written by HBR, “nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”

That’s right. We’re saying that the creative outweighs all other aspects influencing ad effectiveness including placement, shape, and size. In fact, your creative is so influential that if a person sees an ad with a poor creative, they will likely have a negative opinion about the brand. And vice versa, if you invest in your creative and make it top notch, it will not only create a positive opinion, but may also double the sales impact than if you had used a mediocre or poor creative.

So what do we suggest you do?

Well, firstly, you can always learn from the tricks of the trade. And if you don’t know where to start, here are a few good places:

4 Ways to Improve Your Banner Ad Design

5 Ways to Beat Your Competitors with Killer PPC Ad Copy

10 Tips for Banner Ad Creative

Now, you may be asking yourself, why are we guiding you to other blogs that can give you tips on creatives while we could be doing the same? But the thing is, we don’t necessarily think you need all these tips to make a perfect creative. In fact, creating a creative from scratch still requires you to do a lot of A/B testing to see what works and what doesn’t. And this means sometimes needing to start from scratch over and over again.

What we suggest is something different. A less time and resource consuming way to make sure you get it right the first time without the need for tons of A/B testing. And that way is through Marketing Intelligence. And in order to gain that Marketing Intelligence, we recommend using the leading tool in the online advertising industry, AdClarity!

monetization image 1

With AdClarity you can see what ads your competitors and top leaders are using. What their creatives look like, what their copy says, and, for a bonus, what type of ad it is and what the ad size is.

So let’s say you’re in the travel industry and your top competitor or leader is TripAdvisor. Rather than starting your creative from scratch, what you could do is use AdClarity to see exactly what works for them and brings in the best results.

monetization image 2

You get a list of over 5,000 of their current creatives and can sort it by statistical share, or share of voice, to see which creatives they are using the most and therefore are the most successful. We know this because TripAdvisor wouldn’t be spending most of their money on a creative that doesn’t work.

monetization image 3

Here, we can see exactly how they designed their creative, what their call-to-action is, and what copy they chose to run with.

Using AdClarity, we can actually export all of these creatives and work off of their ads rather than starting our own ones from scratch!

So you see, if monetizing off of your display ads is that important for you, you cannot neglect the most important aspect of it- the creative. You can use all the tricks and tips out there to create an ad that may work, or you can eliminate the need for A/B testing by seeing what already does work and build off from there!

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

Marketing Intelligence: The Key for Sellers

Yahoo’s retirement of Right Media Exchange caused a lot of havoc for its now former clients, as publishers lost access to prominent advertisers, DSPs, SSPs, and ad networks. With Marketing Intelligence, publishers can gain complete visibility and transparency into their ecosystem, allowing them to not only understand the deployment chain they use to get to their clients, but also which mediators they should work with in order to maximize their results. 

Yahoo’s retirement of Right Media Exchange (RMX) earlier this year caused a lot of havoc for its now former clients, as publishers lost access to prominent publishers, DSPs, SSPs, and ad networks. This loss was not only due to the closing of RMX, but also to the lack of transparency begotten by the entire programmatic buying ecosystem. However, the situation that former clients were put in, albeit in somewhat of a disarray state, is not irreparable. With Marketing Intelligence, publishers can gain complete visibility and transparency into their ecosystem, allowing them to not only understand the deployment chain they use to get to their clients, but also which mediators they should work with in order to maximize their results.

Marketing Intelligence is the process of gathering all the world’s online media data and presenting it in a useful and accessible manner to allow for better decision making.

And now, we’re going to show you exactly how you can use Marketing Intelligence to overcome your challenges, as a publisher, by using AdClarity, the leading Marketing Intelligence tool in the online advertising industry.

Finding the relevant ad networks, DSPs, and SSPs that will lead you back to your favorite advertisers and other relevant advertisers in order to maximize your revenue and access thousands of advertisers that wouldn’t have bought directly from you.

In this scenario, we’re a publisher who used to work a lot with Travelzoo.  Once RMX was shut down, we no longer had access to Travelzoo.

What do we do now?

By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) Travelzoo is working with, we are able to know which mediator we need to be in contact with in order to work with them again.

rmxsellersforblog1

Additionally, we can assume that advertisers in the same industry as Travelzoo are most likely using the same DSPs. We should therefore make sure that the ad exchange we are working with works with that specific DSP or that we’re working with the DSPs that are most relevant for us. This will help us find advertisers that will yield high results from our site and therefore continue running their ads with us.

rmxsellersforblog2

We can also use AdClarity to figure out which SSP and ad exchange we should be working with. By using Marketing Intelligence to uncover which DSPs and ad exchanges an SSP is working with, we can see which SSPs have access to premium advertisers and if other publishers they are working with are in the same industry as us. By making sure we have access to top of the line advertisers, we can maximize our revenue by knowing that premium advertisers are trying to outbid each other for our premium inventory.

Additionally, AdClarity shows us the eCPM of our competitors so that we can see what our inventory is really worth and whether our price floor is too high or too low.  If it’s too high, we’ll know to lower it so that we won’t be missing out on advertisers. And if it’s too low, then we can raise it and maximize revenue.

rmxforsellersblog3

You see, the thing with Marketing Intelligence is, is that it does most of the work for you. It lets you gain complete visibility and transparency into the ecosystem to understand what works and what doesn’t. Your competitors have spent an exorbitant amount of money on trying to figure out what brings them the best results, so why not just reap off of their knowledge and work off their success while avoiding their failures? With the right Marketing Intelligence tool, you can sell more inventory, bring in new advertisers, identify new business opportunities, and offer the right CPM in order to maximize your revenue.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

Marketing Intelligence: The Key for Media Buyers

Yahoo’s retirement of Right Media Exchange caused a lot of havoc for its now former clients, as advertisers and agencies lost access to prominent publishers, DSPs, SSPs, and ad networks. With Marketing Intelligence, advertisers and agencies can gain complete visibility and transparency into their ecosystem, allowing them to not only understand the deployment chain they use to get to publishers, but also which mediators they should work with in order to maximize their results. 

Yahoo’s retirement of Right Media Exchange (RMX) earlier this year caused a lot of havoc for its now former clients, as advertisers and agencies lost access to prominent publishers, DSPs, SSPs, and ad networks. This loss was not only due to the closing of RMX, but also to the lack of transparency begotten by the entire programmatic buying ecosystem. However, the situation that former clients were put in, albeit in somewhat of a disarray state, is not irreparable. With Marketing Intelligence, advertisers can gain complete visibility and transparency into their ecosystem, allowing them to not only understand the deployment chain they use to get to their clients, but also which mediators they should work with in order to maximize their results.

Marketing Intelligence is the process of gathering all the world’s online media data and presenting it in a useful and accessible way to allow for better decision making.

And now, let’s show you exactly how you can use Marketing Intelligence to overcome your challenges, as an Advertiser or Agency, by using AdClarity, the leading Marketing Intelligence tool in the online advertising industry.

In the next few examples, we’ll be using several different companies from different industries in order to show you the broad range of information that AdClarity has access to.

Challenge 1: Finding the relevant ad exchanges, ad networks, ad servers, DSPs, and SSPs that will lead you back to your favorite publishers and other similar publishers who target your ideal audience.

In this scenario, we are a company in the auto industry who was advertising on turbododge.com, a publisher that deals with the auto industry. Once RMX was shut down, we no longer had access to turbododge.com.

What do we do now?

By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) turbododge.com is working with, we are able to know who we need to be in contact with in order to advertiser with them.

turbododge.com

Additionally, we can assume that publishers in the same industry as turbododge.com are most likely using the same SSPs. We should therefore make sure that the ad exchange we are working with works with that specific SSP or that we’re using the SSPs that are most relevant for us.

We can also use AdClarity to figure out which DSP we should be working with. By using Marketing Intelligence to uncover which SSPs and ad exchanges a DSP is working with, we can see which DSPs have access to premium inventory and if other advertisers they are working with are in the same industry as us.

turn

If we want to dig a little deeper into that last step, we can theoretically use AdClarity API to figure out the ad spend of our competitors and what they’re bidding for inventory on a publisher we want. In order to get the ad spend, we calculate the number of publishers they are working with, how many impressions they bought from each publisher, and what the CPM is of each of these publisher. Next, we can see what their statistical share is (out of all their campaigns and impressions) on a certain publisher and multiply that statistical share by their total ad spend in order to see exactly how much they are spending with that specific publisher. Next, we divide the ad spend for that specific publisher by the number of impressions they have with them and then multiply it by the CPM. This gives us a rough estimate of how much our competitor is paying for the premium inventory that we want. Now we know how much we need to increase our bid limit by in order to outbid our competitor and win that premium spot.  Although this is an estimate, it still gives us a ballpark of what our bid should look like.

 Challenge 2: Discovering the best publishers to work with that will yield high results

In this scenario, we’re an advertiser just like you. Let’s say we’re in the travel industry this time. If we want to make sure we’re targeting the right publishers that show results, we can do so by seeing what our competitors and top leaders in the industry are doing.

rmxbuyer3

We’re looking at TripAdvisor as our industry leader/competitor of choice and we’re gaining an overview of their online marketing strategy. Here, we can see which publishers they are working with, and, if we filter it according to highest share of voice, we can see which publishers they are working with the most and are deemed to bring in the best results. The reason we can assume this is because TripAdvisor would most likely not be wasting such a huge amount of their budget on sites that they know are not working for them.

We have pages and pages of successful publishers who are targeting the same audience as us. We can almost guarantee you that there are several on this list which we haven’t even thought about or worked with.

We can follow the same process we did in challenge 1 and click on the mediators tab to see which mediators they are working with in order to have access to them.

Challenge 3: To understand what your creatives should look like

None of the above matters if you’re not able to communicate with your audience. And the way you communicate with your audience is through designing a creative that speaks, resonates, and interacts with your user.

In order to get an idea of what kind of creative you should be using, you should once again take a look to see what is working and what’s not working in your industry.

rmxbuyer4

This time we’re in the financial industry and we really need to figure out what kind of call-to-action, design, and layout our creatives need to have. Easy. All we need to do is uncover American Express’ online advertising strategy to see which creatives are most successful for them and build off of what works and what doesn’t.

You see, the thing with Marketing Intelligence is, is that it does most of the work for you. It lets you gain complete visibility and transparency into the ecosystem to understand what works and what doesn’t. Your competitors have spent an exorbitant amount of money on trying to figure out what brings them the best results, so why not just reap off of their knowledge and work off their success while avoiding their failures? With the right Marketing Intelligence tool, you can virtually eliminate A/B testing, reduce your testing budget, increase ROI, and extend your reach by discovering new traffic sources.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

How to Do a Competitive Marketing Analysis

I promise you that no matter what industry you’re in, everyone has one thing in common. You all have competitors. Now, what does this mean for you? It means that you have to do a whole lot more work to be better than your competitors, but it also mean that you can use your competitors to your own advantage.

How?

By exploiting them for your own competitive analysis.

By performing a competitive analysis and understanding exactly what your competitors are doing, what their online marketing strategy looks like, which campaigns they are running, who their target audience is, and how they are reaching their audience, you are better able to diagnose and strategize your own marketing strategies. Understanding the strengths and weaknesses of our competitors will allow for us to develop a distinct advantage that may result in industry domination.

Okay, so I’m sure you already know this and understand the concept of a competitive analysis. But you also may be asking yourself “well, how exactly can I perform a competitive analysis on my competitor?”

With the right marketing intelligence tools, you can uncover your competitors’ online strategy and gain the insights you need to create your own refined and direct marketing strategy and approach. And here’s exactly what you should be looking for in your next competitive intelligence tool:

Have access to a Publishers list– If you’re an advertiser or agency, having the ability to understand which publishers, or traffic sources, your competitors are using is imperative.

Find a tool that lets you see exactly where and with whom your competitors are advertising. Make sure that this tool enables you to sort through the publishers by certain parameters, such as number of campaigns or share of voice.

By sorting the publishers through share of voice, you will be able to see which publishers are the most successful for your competitors’ online marketing campaigns. You’ll see where they are running the most campaigns on, which publishers they are investing the most in, and, as a result, be able to extend your own reach by uncovering publishers that you may not have known existed!

How can this help you?

Finding new publishers to work with can only help you extend your reach. And if you see that your competitor is investing a lot in a publisher that you’re not working with, you can almost guarantee that this would be a great placement for your campaign as they are a direct competitor and targeting the same audience as you.

Secondly, by sorting the publishers through share of voice, you can see where your competitor is spending the most. That means that if you really want to outshine them on certain sites, you will know where you should try to outbid them and if it’s worth it.

Lastly, by seeing which publishers worked and didn’t work, you are saving yourself a ton of money from your testing budget. Rather than spending to find out what doesn’t work, you’re letting your competitor do it for you and are reaping off of their trial and errors. This way, your testing budget decreases a ton and you are able to right away focus on the publishers that you know will bring in good results.

Discover their Campaigns– Discover which campaigns your competitors are running. See what they are offering, what the trend in the market is, and where they are publishing their campaigns. By doing so, you can learn about how to effectively strategize for your own campaigns. Understand what works and what doesn’t by having a tool that enables you to see the trends of the campaigns, how long they have been running for, what their share of voice is, and so forth.

Use a tool that lets you see the actual trends of the campaigns in order to see which were effective and which were failures. Understand which publishers worked with which campaigns and base your own campaigns on these insights. By performing a competitive analysis on your competitor in regards to campaigns, you will be able to take advantage of all of their testing and knowledge and use it for yourself.

Find out which Geography matters– One of the most important aspects for competitive analysis is figuring out which markets you should really be targeting. Your next competitive intelligence tool should enable you to figure this out quickly and easily.

By seeing which countries your competitors are and aren’t advertising in, you will be able to understand which markets are the most inundated and which are untapped sources. If you see that there is a new geography that shows a promising future, but is still relatively untapped, you can go in there and dominate. Not only that, but you won’t even have to spend an exorbitant amount in order to win market share.

Build off of the Creatives– Designing, thinking of, and creating your campaigns’ creative is not a quick and easy task. One of the most important insights you should look for when performing your next competitive analysis is uncovering your competitors’ creative. By doing so, you will be able to understand what size, offering, image, design works most successfully for your target audience. You can see what the corresponding landing page looks like and build yours off of the same concept.

The creative is definitely one of the most important aspects of your campaign and you need to make sure you do it right. Your ad viewability depends on the success and thoughtfulness of your creative. You need to make sure that your size, ad type, ad layout, image placement, and so forth, are all optimal in order to gain traction to your landing page or website.

Competitive analysis is not an impossible task if you have the right tools for it. Using a top notch competitive intelligence tool is always the answer to getting the insights you need to creative your own stellar campaign.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a demo of AdClarity tool.

 

 

Why Programmatic is the New Secret Ingredient

Programmatic media buying is one of the most exciting things that is happening in the online advertising industry. In fact, according to a recent study done by the IDC, it is believed that programmatic media buying will grow at a rate of 53% per year between 2011 and 2016.[i]

Why?

Because the traditional way that media buying is done is no longer relevant in today’s largely traffic world. There are so many sites, so many traffic sources, so many competitors, so many campaigns running- it’s impossible to keep track of them all. In fact, media buyers really don’t have the choice of continuing in their traditional display advertising methods. They MUST learn and adapt programmatic media buying into their everyday media buying strategies.

So what is it?

In the simplest terms possible, programmatic media buying is the automated process of buying or selling online media at a massive scale; a way of using technology to buy and sell media. It’s about bidding on an advertising inventory source in real-time for the opportunity to show one specific ad to one specific consumer in one specific context.[ii] It takes what takes a human to do in several hours and does it in less than 200 milliseconds- and much more effectively.

One of the key aspects of programmatic buying is real-time bidding (rtb) and unlike traditional online display advertising, which proved too inefficient and costly (for all players in the field), Real-time bidding shows the right ads to the right people at the right time. The real problem in regards to the traditional methods were that advertisers were using a CPM model to buy their impressions; which means you are buying a bulk of impressions for the same price per unit, even though each impression has a different value. For publishers, this was inefficient because they were unable to sell up to 70% of their inventory, and the inventory that they did sell was sold for way below the market value.

So real-time bidding appeared in the picture and things began to change for the better.

Real-time bidding revolutionized the way online media is done because it allowed for advertisers to purchase their inventory based on individual impressions through an automated bidding system. This means that the publisher is getting the most bang for their buck and that the advertiser doesn’t need to worry about reaching unwanted audiences.

Why does it work?

 It works, because it moves you buy from a segment-based by to a very detail oriented buy. You know longer have to rely on basic demographics (even though this aspect is still incorporated) when you do programmatic media buying. Rather, you can input the most specific details about your target audience and through this, avoid wasted impressions and ad dollars. The reason for this is because now you are able to target your consumers at the right place, at the right time.

Additionally, with programmatic media buying, you can reach millions of more websites to target your ads on. And with programmatic buying, you can use these millions of websites to target your ideal customer.

How does RTB work?

There are 4 major players in Real time bidding:

Demand Side Platform (DSP) – The DSP enabled advertisers to gain access to multiple sources of inventory and makes the bid for them automatically, based on buying parameters the advertiser has preset.

Publisher- This one’s easy; the publisher supplies the inventory. In the earlier days, publishers would only supply remnant inventory to the DSP’s, but as demand began to grow from the advertisers, publishers are now supplying their most premium inventory as well!

Supply Side Platform (SSP) – The SSP is a tool which helps publishers manage their inventory.

Ad Exchange: This is the tool that actually connects the advertisers with the publishers and vice versa. It facilitates in the purchasing of inventory in real-time milliseconds before a page loads.

Without getting too technical, here is the most basic process of RTB.

The publisher provides inventory to their Ad Exchange

The advertiser sets their buying criteria on the DSP, which will eventually place the bid on each impression on behalf of the advertisers

The value of the bid is based on the value of that individual impressions, which has been predetermined by the advertiser’s criteria with the DSP; this bidding process ensures that the publisher is getting the maximum price for their inventory, as dictated by market demand

Once the bidding is completed, the impression goes to the highest bidder and their ads are served on the publisher’s site!

The Benefits

The benefits for everyone in the online advertising industry are endless. They help Agencies, Advertisers, and Publishers.

Take a look at just some of the benefits for each of these segments:

Agencies:

  1. Programmatic buying allows for agencies to conduct large scale transactions.
  2. It allows for agencies to enhance their targeting capabilities so that their impressions will reach the right audience, at the right place, and the right time, ultimately increasing their ROI
  3. It is more cost effective for agencies as they are not wasting their impressions and ad dollars
  4. The reach and frequency is much more effective and targeted
  5. Gives agencies complete control over their campaigns’ performance
  6. All of this in turn enables the agencies to deliver better results to their clients
  7. Programmatic buying let’s agencies consider much more websites than any human could

Advertisers:

  1. Programmatic buying allows for advertisers to conduct large scale transactions.
  2. It allows for advertisers to enhance their targeting capabilities so that their impressions will reach the right audience, at the right place, and the right time, ultimately increasing their ROI
  3. It is more cost effective for advertising s as they are not wasting their impressions and ad dollars
  4. The reach and frequency is much more effective and targeted
  5. Gives advertisers complete control over their campaigns’ performance
  6. Programmatic buying let’s advertisers consider much more websites than any human could

Publishers:

  1. Programmatic buying allows for publishers to conduct large scale transactions
  2. It allows for publishers to sell unsold inventory or minimum cost inventory at a higher revenue
  3. They will be able to sell premium inventory at a maximum price
  4. Allows them to have time to invest in long-term advertiser relationships that can yield high returns

Look, programmatic media buying is not just another trend. It’s a process of the evolution of the online advertising industry. And whatever happens, it’s going to stay. In fact, with time, it’s probably going to get even more advanced and prove to be even more beneficial for all players in the online advertising world.

So jump on the programmatic media buying train and start reaping in your profits!

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

[i]  IDC, Real-Time Bidding in the United States

and Worldwide, 2011 – 2016

[ii] http://rocketfuel.com/downloads/10-Questions-About-Programmatic-Buying.pdf

Why Marketing Intelligence is the Key to the Agency’s Success

In today’s digital world, brands are expecting more than ever from their Agencies. They expect not only for ideas and concepts for creatives and campaigns, but also digital marketing strategies that evolve around programmatic buying and to ALWAYS be one step ahead of them. This means knowing what is happening in the industry before the brands themselves do and is in regards to all aspects of the industry, including business and technological solutions.

However, there is a solution.

With Marketing Intelligence and the right Marketing Intelligence tools, Agencies can overcome any obstacle standing in the way of giving the best and most well rounded results to their clients.

How?

Marketing Intelligence enables Agencies to provide their clients with the most relevant and real-time information in the industry. Through these tools, Agencies can uncover everything that is going on their client’s industry, enabling them to always know what to do before their client does. With the right Marketing Intelligence tools, Agencies can obtain any actionable insight they need to succeed.

So what should your Agency be looking for in a Marketing Intelligence tool?

Creatives

Ad agencies are still expected to deliver the full package to their clients. This not only includes their marketing strategy and campaign plan, but also creatives. With Marketing Intelligence tools, such as AdClarity, you are able to see each and every single creative your client’s competitor is running, along with which creative is most successful. See where your client’s competitors are launching these campaigns and creatives, what offerings they are using, and most importantly, which creatives are being used the most. Links that leads you immediately to the landing page are also valuable as they enable you to see one step further than the creative and give you inspiration for your own landing page, content, and call-to-actions. Picture1

Giving your client the digital marketing advice they want

With Marketing Intelligence, you can give your clients EXACTLY what they want; you can tell your clients where the best place to advertise is, where they should be placing their highest bids, and how to extend their reach via new traffic sources. Uncover not only what your client’s competitors are doing, but also what their complimentary companies are doing.

Complimentary companies are companies who target the same audience as your client but are not direct competitors. So if your client is, let’s say, in the travel industry and their main competitor is TripAdvisor, their complimentary company could be Hilton Hotels, Budget Car Rental, or even Samsonite. By uncovering what your complimentary companies are doing and where THEY are advertising, you can uncover new traffic sources that your client’s competitors never even dreamed of, enabling you to extend your client’s reach by finding new traffic source which lead to a new audience.

Become a data-informed decision maker

Don’t just guess– make informed decisions with confidence. Provide your clients with real numbers that show real results. Make YOUR decisions based on these real results. You’ll be able to show that you do have a foundation in analytics and can create meaningful and powerful KPIs which can show how YOUR efforts have increased KPIs such as click-through-rates, engagement, qualified leads, brand awareness, and so forth.

Act quickly to real-time changes

Real-time matters! There are always unplanned events, and even when there are planned events, you can never fully prepare for how it will unfold. Campaigns that may have been planned for may now be altered due to changes in the market. The speed at which you can identify these changes and adapt your campaigns to these changes can be the key to your success. Capitalize on opportunities as they come, as it’s crucial for agencies to listen to what’s happening on the web and react in real-time.

AdClarity is the top Marketing Intelligence tool which allows you to discover and gain all these advantages and much more. Not only can you see what campaigns your clients’ competitors are running, where they’re running, and how they’re running- you can see all of this information filtered down by country- unique statistics for unique locations.

Are YOU ready to revolutionize the way you do business?

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

What is Competitive Intelligence in Marketing?

Maybe you’ve heard the phrase “competitive intelligence” thrown around and wondered what exactly it meant. Competitive intelligence is simple: it’s the process of collecting data about your environment so you can make the best educated business decisions. The data you collect becomes intelligence you harbor to gain a competitive edge.

However, there is much more to competitive intelligence in marketing than this – there are plenty of theories and ways of gathering intelligence. Here’s a guide to help you understand competitive intelligence and why it’s important to your marketing efforts.

What is competitive intelligence?

Competitive intelligence is the action of gathering and analyzing data about competitors, their consumers, target audiences, and other outer forces that influence your marketing. This can range from looking up recent press releases about your direct competition to checking out possible competitor’s social media accounts in order to understand what issues their consumers are identifying so you can find a way to meet this need.

In short, competitive intelligence means gaining the knowledge about forces outside of your business so you can stay competitive in your field.

Is competitive intelligence legal?

Yes! Competitive intelligence is entirely legal and ethical. However, industrial espionage is not. Competitive intelligence generally covers gaining information about the external business environment, such as data about previous patterns in competitor’s business, while corporate espionage involves using unethical practices to gain insider information. Make sure you know what you’re doing before you cross any lines.

What is competitive intelligence in marketing?

In marketing, competitive intelligence can be used to better prepare for fresh campaigns. You can use the experiences of your competitor, study how their audiences responded, and compare it to your own experiences to better create effective online, print, and video advertisements. Go a layer beyond this and search for information about advertisers and publishers on the market, check which vendors your competition uses, and create a wider definition of who your competition is by looking at your direct competition’s target audience and seeing who else they are potentially looking at converting to. Remember, your competition is more than the tiny circle in your niche you perceive it to be – your competition is anyone who could take your target audience away from you.

When should you use competitive intelligence?

Competitive intelligence is always relevant, but it is especially important before beginning any new campaigns, unveiling new products, or making major changes to strategy. Gaining a complete understanding and predictions of what to expect keeps you from walking into new scenarios blindly.

Competitive intelligence offers valuable insights that marketers can use to be more effective and strategic in their decisions. Ultimately, there’s no excuse not to utilize competitive intelligence to your benefit. This information can greatly shape your game plan so you can avoid making mistakes your competitors have. How do you use competitive intelligence in your marketing efforts? What has been the most valuable type of information you gained and how did it impact your campaigns?

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.