The Day Brands Will Follow Adidas and Ditch TV Advertising

In the scenario of brands leaving TV advertising, advertising agencies are expected to change their business model

Analysts once surmised that digital advertising would make TV advertising obsolete. Indeed, digital was growing massively over the past 2 decades, and it continues growing by borrowing the TV’s most important feature: Content. The more the digital medium grows, the more it disrupts interesting content on mobile, video and Over-The-Top (OTT) platforms. Relative to billboards and TV advertising, digital advertising also holds better measurement abilities and is significantly cheaper.

Although digital advertising is the only, highly growing medium in advertising, and despite analysts’ predictions, TV advertising spend is not declining but rather remains stagnant.

TV is still the most significant medium in terms of global ad spend, and advertising agencies are encouraging advertisers to maintain traditional advertising while providing comprehensive strategic and creative services.

Since agencies’ business model is based on media commission, they are becoming more digital-oriented to cope with brands’ digital needs on the one hand, but are still relying on TV spend as their major income source on the other hand.

Predictions about advertising are largely consensual, revolving around the speculation that TV is expected to remain stagnant, or slowly grow, while digital is expected to show an impressive growth. Eventually, digital advertising spend is not growing at the expense of TV advertising in a zero-sum manner.

However, broadcast TV channels do deal with zero-sum game issues, especially in markets where broadcast TV reached saturation. In such cases, more channels are competing on the same ratings’ pie and therefore lose income.

This trend even transcends to non-competitive markets with the penetration of Netflix, a long-tail of additional OTT services and the change in viewers’ habits. The Israeli market sets a great example, as reality TV hits such as The Voice and The Big Brother that once surpassed the 30% ratings average easily are far away from reaching it in 2017.

For reaching the same reach on TV, advertisers need to spend more up to a point it is becoming too expensive and somewhat ineffective. This logic may explain why Adidas has recently announced it ditches TV advertising and focuses on mobile advertising instead. In return, Adidas hopes to quadruple its earnings from e-commerce sales in the following 4 years.

Adidas takes an audacious, yet calculated, risk. However, such act holds 3 major consequences.

First, by ditching TV advertising Adidas also ditches its older target audience, while planning to compensate the future income loss with an increased e-commerce activity and lower point-of-sale expenses.

Second, Adidas is probably the only mega brand that declared it would stop using the TV medium. Although Global consumer goods corporations like P&G did allocate more for digital, they still advertise massively on TV. It is likely that after such crucial decision, other companies might take the same approach on the local and global scale.

Third, this act affects directly on advertising agencies’ business model. While Adidas is capable of buying digital media independently, it does rely on advertising agencies for strategic and creative services. In this new marketplace, agencies would fight on digital budgets and might even charge for their services, the same way consulting companies are charging their clients for billable hours.

Currently, Adidas remains a pioneer and other brands are yet to follow. However, if Adidas move indicates a new trend, we are expected to view an accelerated growth in the three growth engines of digital advertising — Mobile, Video and OTT.

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.



Programmatic Advertising and your Marketing Budget

Programmatic advertising is the fastest growing industry in marketing these days, with over two thirds of all display advertising spending being allocated to programmatic advertising technology.  This increased reliance on programmatic advertising is on an upwards climb (in fact, the 2016 spending estimate of $22.10 billion is a 39.7% increase from 2015!) and it doesn’t look like that is going to change anytime soon – so what does this mean for advertisers and marketers looking to plan ahead for 2017?

For starters, it means that companies that do not use programmatic advertising in order to optimize campaigns, improve ROI and hyper target potential customers will have to start using programmatic tools if they want to stay relevant in 2017.  With the world shifting towards programmatic advertising, companies that do not automate media buying will risk being left behind and having ineffective campaigns.

A rise in the use of programmatic advertising also means that even smaller companies without big advertising teams can now compete with the big brands thanks to automated tools – so the competition is going to get harder!

That means that in addition to spending more money on the programmatic ad buys, companies will have to ensure their campaigns are that much more appealing in order to stand out and gain traction. To do that, companies will have to invest even more in copy writing, graphic design and development of high quality converting campaigns.

The main advantage of programmatic advertising is the clear shift in the direction of ROI-focused advertising. If up until now advertising campaigns were focused on awareness, the ability to optimize campaigns and reach a more relevant audience thanks to programmatic tools means that companies will be shifting their focus back to what matters – results and ROI.  Since programmatic advertising includes the ability to monitor ROI accurately, it has altered the way budgets are managed in order to put the focus back on gaining a return on investments.

As programmatic advertising tools improve and technology advances, programmatic advertising will continue to rise in popularity and as a result, bite a bigger chunk of digital advertising budgets in years to come – the good news is that programmatic tools tend to deliver better ‘bang for their buck’ making it money well spent!

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.


How Advertising Technology Changed the Real Estate World

Real estate, at it’s core, is an offline business; homes cannot be shipped in convenient sized boxes and photos can never do an apartment justice or truly showcase the tiny flaws that a cameraman can expertly hide.

As a result, the real estate industry has been one of the slowest ones to adopt digital advertising, making it one of the most interesting industries to watch in the upcoming years. The most recent housing crisis has challenged the real-estate industry and caused many realtors and brokerages to drastically alter their marketing and advertising strategies in order to stay current with the times.

Until 2006, the real estate world depended heavily on print advertisements in newspapers, with 26.8% of the $17.3 billion generated by newspaper advertisements being attributed to real estate advertisements.

The rise of smartphones and high speed internet alongside digital advertisement channels has cause real-estate professionals to shift their advertising strategies in order to have a strong presence where their consumers spend most of their day – on search engines, on their smartphones and on social media channels.

As a result, the real-estate world, a no-tech one in it’s offering, now relies on technology and digital advertising in order to succeed.

Are There Any Realtors Left?

One of the most notable changes caused by technology is the change in the position of the realtor.  In New York City alone, there were 27,000 real estate agents in 2015 and roughly 13,000 contracts were closed through agents. What that means is that more than half of the real estate agents didn’t close a single deal in the entire year (it might even be more since some agents may have closed multiple deals).

Despite the decline in contracts closed by agents, the number of listings is on the rise, as are marketplaces for real estate listings. Consumer real estate is now dominated by marketplace giants with strong online presence and powerful communicates.  As the internet rose in popularity, internet portals such as AOL Real Estate, MSN House & Home etc paved the way for marketplaces.

Today. sites such as Zillow, Trulia and have risen in popularity in recent years with Zillow leading the bunch with over 4 billion digital impressions in the past six months alone.

Does this mean that realtors are disappearing? Not exactly – it means that they are shifting from being the guarders of information to being the leaders in data sharing – meaning that they are turning to online marketplaces to communicate directly with their consumer rather than rely on independent and local advertisements.

A recent study reveled that 87% of homeowners gather information from online sources prior to making a purchase, and 33% report that they first saw the home they purchased online.  Therefore, in order for realtors to stay relevant, they need to operate in the digital world where their clients are.

Where Can Real Estate Go?

As technology advances and consumers increasingly depend on the Internet, so will their need for real estate solutions online. New companies are bridging the gab between real estate needs and consumer demands, and as time moves on, advertisers in the real estate industry will need to adjust their strategies in order to stay relevant.

As smartphones and IoT devices increase in popularity, consumers will demand their real estate related activities be as connected as the rest of their lives. As mobile ad spending is expected to exceed $100 billion worldwide in 2016 (surpassing all other digital ad expenditures), real estate professionals will have to increasingly depend on mobile advertisements in order to retain market share and continue securing new listings and clients.

The rise of video and 3D imaging will also likely alter the face of the real estate market. Instead of mistrusting photos, scheduling a viewing, taking time off work and going to see a listing, prospective renters and buyers will be able to tour properties from afar, making the entire process seamlessly digital.

Real estate professionals that do not invest heavily in mobile advertisements will have to shift their advertising strategies in the upcoming years in order to meet their clients where they are, or risk dying out. Part of the shift will have to include an increased reliance on search engine optimization (SEO) and search efficiency in order to ensure visibility online.  The best way to understand your target audience needs and expectations is by examining competitors, and thanks to programmatic ad tools and advertisement intelligence tools (such as our very own Ad Clarity) it is possible to understand the publishers, mediators and types of creative that are trending in the real estate world.

An increasing number of realtors, brokers and other real-estate professionals are using an array of digital devices not just for promoting listings, but to communicate with potential clients and follow up on important documents. As fart as technological advancement is concerned, real-estate professionals can expect an influx of technological developments, particularly for mobile devices, that they will have to adapt to or be left behind.

Ultimately, as information becomes more available and data is shared digitally, the real estate market will have to step away from paper and accept digital communication. From electric signatures on digital documents to mobile rent payments and interaction with 3rd party vendors, the real-estate market has a long way to go where technology is concerned.

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.


Throw Away Your Advertising Strategy

If you’re deciding between a long 10-year advertising plan or no plan at all, you are better off ‘winging-it.’

The internet has transformed the way information is shared and consumed, and as a result, has changed the way advertisers promote products. Today, digital advertisers have to appeal to their audience on a wide variety of channels in order to establish a brand voice and identity in the pursuit of consumers and loyalty.

So what does this mean for digital advertisers?

For starters, it means that the world is rapidly changing and with it, the meaning of long term has shifted. A long-term strategy 20 years ago spanned decades and was supposed to take into account market changes, social shifts and advancements in technology, however 20 years ago, advertisers couldn’t predict smart phones, social media or instant mobile communication.

Today, with the world changing drastically every quarter, companies cannot adhere to antiquated plans, and many advertising strategies are irrelevant within months rather than decades.

Does this mean companies should throw it all away and wing-it? Probably not. But it does mean that companies need to be flexible and understand that new technologies can be introduced every day that will render their well thought out plans obsolete.

Instead of planning for long term, companies need to focus on their brand identity and message and keep that as the focal point for a long-term advertising strategy.  Instead of trying to predict the future and where technology will take advertisers, advertisers should build a brand (and an advertising and marketing strategy for that brand) that is flexible enough to change and stand the test of time.

Programmatic Marketing: Is hyper-targeting a good thing?

With the advent of programmatic marketing and the increased reliance on retargeting techniques, many marketers find themselves seeking their exact customer persona in order to hypertarget them – but is too much of a good thing still good?

In today’s world where consumers are over stimulated and oblivious to generic advertisements, niche marketing and detailed targeting seems to be the solution for most companies. However, when you begin to hypertarget your customer – that is, to pinpoint their exact traits, you risk excluding potential relevant customers while inadvertently letting your customer define your brand identity.

Social media brands have recently started employing hypertargeting tech niches based on customer-completed profiles with the goal of delivering ads that always suit their customer needs. In a crowded social media channel with hundreds of thousands of brands completing for attention, targeting is good, but hypertargeting is not always as good as it sounds.

Imagine you’re sitting at home, on your computer, eating a burger for dinner and you see an ad that say “Hey you, sitting on the couch with the black hoodie eating a burger – we have the best product for you” – you’d be interested, sure, but that does not mean that it’s the right product for you.

Just because marketers can identity you, doesn’t mean they should. Furthermore, hypertargeting to an extreme extent can also reduce the chance of expanding into new verticals because it will reduce your potential brand exposure to those who do not fit your defined persona

So what can marketers do?

Unless your brand has an inexhaustible budget which can be used to pinpoint every target audience member in their unique persona, extreme hypertargeting should be avoided. That being said, there needs to be a middle ground between general target audiences and exact audiences.

To ensure you do not pigeonhole your brand while maximizing the effectiveness of your digital advertising campaigns, its best to follow these simple steps:

  1. Figure out who you would hypertarget – the first step to not hypertarget is to hypertarget (and then not talk about hypertargeting). Start by jotting down the traits, characteristics and everything else you can to build the persona of your “perfect” customer (essentially the person you would pinpoint that loves, must have and will always want your product). Feel free to get down to the nitty gritty here – if you think that people talking a walk through the park on Tuesdays when its sunny are your ideal client, go for it!
  1. Don’t just stop there – once you find your perfect customer, take a step back and think of their friends and family. Why? Because people often surround themselves with like-minded individuals, therefore you can assume that the friends and family members of your ideal customer might also be relevant for your brand. Of course if your product only fills the need of a particular client, you might not need to do this step – ie if you have a pregnancy test, friends and family of a potentially pregnant woman wont take a pregnancy test out of empathy. That leads us to step three:
  1. Exclude those that will absolutely never ever buy your product, do not need your offering, or cannot benefit from what you have. For example, if you are selling a baby carriage, you can exclude couples over the age of 55 and teenagers. Sure, the occasional rambunctious 56 year old might be in the market for a baby carriage, but she’ll know to look for those specific keywords. As a marketer, you would be better off focusing on young couples and their friends as they are more likely your target audience – whether pregnant themselves or thinking of a gift for a friend.

How Financial Trading Companies Are Transforming Bad Press into Great Marketing

Financial trading companies that offer binary options, forex and CFD trading tools for retail investors are experiencing a recent wave of bad press due to the questionable tactics of unregulated brands. To combat the negativity, regulated financial trading companies are seeking new ways to promote their brand while separating their messaging from those of the unregulated brands, all while seeking new ways to bring on new traders.

The leading way to shift the bad press is through aggressive marketing campaigns that change the narrative currently being told. The problem here lies in the ability of brands to stand out and make the message heard.

Luckily for financial trading companies currently seeking to promote their brands and onboard new customers, we compiled a list of the latest marketing trends and techniques that can be used to promote their trading tools and engage new clients.

  1. To hypertarget your ideal trader, you must first create a detailed persona profile to determine the pains of your client

By understanding your potential clients, you will know how to target them in a way that will drive them to action.  For example, if the ideal trader of a financial trading company comes from a high socio-economic background, understanding their driving factors will be critical to creating campaigns that will motivate them to choose one brokerage over the other.

  1. Understand that your potential client is online and focus on a powerful digital display advertising strategy

Whether you have a binary options, forex or CFD brokerage, the most critical thing to do after developing a persona profile is to build a digital advertising strategy that will promote your messaging. Since financial trading brands operate in a purely digital world, a powerful online marketing strategy is the key to attracting new potential traders. According to, in 2015 the U.S financial service industry surpassed $7 billion in digital ad spending and that number is expected to go up in 2016 – this means that financial trading brokerages seeking to expand their trader base must invest heavily in digital display advertising in order to stay relevant.

  1. Bridge the gap between personal and automated marketing

The rise of programmatic advertising technologies and marketing automation tools makes it easy for financial trading companies to reduce the emphasis on personal relationships.  In order to succeed, financial trading companies must bridge the gap and intertwine personal touch with automated tools. A happy and loyal trader is the best trader for a brokerage – to gain a traders loyalty, brands need to focus on engaging their clients rather by shifting strategies from quick short-acquisition focused to long-term and engagement focus. They key to building a powerful brand message and overcoming the negative press is nurturing engagement-based relationships and then enhancing them through the use of marketing automation tools.  With marketing automation valuation reaching $5.5 billion, companies that do not integrate programmatic tools for lead generation and nurturing will find themselves losing clients in the longrun.

The most important thing for financial trading brokers that want to promote their brands to remember is that they must consistently get their message out there. Since many brokers operate without regulation and smear the reputation of the financial trading industry, binary options, forex and CFD brokers that want to succeed most focus on conveying their message in the right way, to the right audience, using the right tools.

How BI Technologies Can Help You Improve Your ROI

The art of interpreting data has been transformed in recent years into a precise science that draws on hundreds of thousands of raw data points to extrapolate meaningful information that can be instantly applied to improve strategy, performance, conversion, or any other parameter tested.

While all those metrics matter, the most important one, financially at least, is the ROI. Having a negative return on investment is essentially the same as losing money. Simply put, brands are in the business of making money. If a company is not earning money on every dollar invested into the company, the company will not stand the test of time.

The overarching goal of “improving ROI” is the equivalent to the marketing holy grail; everyone wants to do it and few know how to, or have the tools they need to do so.

While it is easier said than done, modern technology does simplify the process of collecting competitor data since the digital age has made such data readily available.

The struggle many marketing executives and decision makers in large companies have then, is understanding exactly what to do with the information collected by BI tools. Many of the tools offer heaps of raw data that are often difficult to sort through and complicate strategy development for marketing executives and CMO’s.

Are BI Tools for Everyone?

Going on and on about the benefits of BI technologies and how BI tools can improve ROI is not relevant if you believe that BI technologies are not for you.

The simple answer to the question is YES! It is a common misconception among marketers that BI technologies are only for product based companies, for B2C companies, or that BI technologies are only for companies with large tech departments.

BI Tools are effective for everyone; that means B2B companies, no-tech companies, small companies, large companies – you get the drift. BI tools are not only industry specific, but rather have tremendous benefits for advertisers, agencies, media sellers and anyone who is looking to improve revenue generation in their company (which is everyone).

Another common misconception is that BI technologies are exactly that – techy. Let us clear things up by stating that BI technologies don’t complicate things, but rather are designed to simplify marketing strategy development in a quick and reliable way.

BI tools are often entirely web-based and offer API functionality if companies want to gain even more by integrating their own system with the BI tool they are using.

The question shouldn’t be “should I use BI tools” but rather “Why should I look to get out of the BI tools that I use”

Using BI Tools to Examine Competition

A key aspect of improving ROI depends on the ability of a brand to understand the market space in which they are operating and how their competitors are doing.

Understanding the competition is one of the most important tools of Bi technologies and one of the most relied upon ways to adjust a brands strategy in order to improve ROI. By examining key aspects of competitor strategies, brands are able to assess the most popular trends in the current market as well as examine marketing failures that competitors have abandoned.

Many BI technologies are available to understand the display and text advertisements of competitors, and some, such as the AdClarity tool, even provide insight into the successful and unsuccessful traffic sources of competitors as well as targeted geographic for specific campaigns and more.

Obtaining a clear understanding of competitor’s strategy is one thing, but taking that data and using it to develop a new strategy that will improve ROI is another. What marketing executives must do when assessing competitor strategies to improve their own is first map out the elements the wish to improve on internally and then understand the raw data that BI technologies provide them with.

For example, a company that is seeking to improve ROI through increased traffic should examine the leading traffic sources of competitors fully. While some may resolve to simply look at the display advertisements used by competitors and see the campaigns and traffic sources, a smart CMO will examine the publishing tools and mediators a brand uses. Specifically examining the distribution of funds into particular resources, and monitoring the change over time, can be a valuable way to understand which publishing tools work and which have been abandoned over time.

Using BI Tools to Examine Existing Campaigns

Just as important as examining the competition is the ability to examine the effectiveness of one’s own campaigns, and just as BI Tools can examine the digital media strategies of competitors, BI tools can help evaluate existing campaigns and provide companies with a stronger understanding of their own operations.

Companies looking to increase their ROI must examine their existing campaigns in order to gain valuable insight as to why some campaigns are performing better than others, why some regions react better than others, and how to check those parameters in the most cost effective way. BI tools can also provide a powerful understanding of consumer behavior, particularly when examining interaction and results based on browser and device.
Of course one of the best ways to improve your company ROI is to get more customers for an existing product or service that doesn’t require additional development costs – or, simply put, scaling up. Whether expanding from one region to another or seeking to scale on a global level, it is important to understand the user experience from start to finish.

What this means in terms of BI tools is the ability to QA campaigns and verify that they are displayed properly based on geo-location. A powerful BI tool will provide you with a clear overview of campaigns in different locations, so you can ensure that targeted content and campaigns are displayed the way you want them to be. This is especially important for companies that promote prices on their display advertisements or are subject to compliance and regulations where a wrong advertisement may result in a costly mistake for financially and in terms of customer loyalty.

GeoSurf, one of the leading BI tools for display campaign management across multiple locations, offers companies a variety of ways to view their campaigns remotely and ensure that all geo-location based campaigns are deployed properly including an advanced toolbar that instantly connects with every site visited.

Advanced features such as this ensure that companies have maximum control of their campaigns so minimum errors are made.

Ultimately companies that want to improve their overall ROI (which, again, is all companies) need to rely on BI tools for both internal and external factors.

Prior to launching new campaigns, it is imperative to understand the competition and learn from them – a task easily done with a strong BI tool. After assessing the digital marketing habits of competitors and using their metrics in order to develop your own strategy, it is important to test your own campaigns prior to deployment using advanced geo-location BI tools in order to ensure that all the campaigns look as they should no matter where or how your potential client sees them. Lastly, it is important to assess your own campaigns by using the same tools that examine competitors to examine one’s own strategy.