Learning more about what’s happening in the digital marketing world is almost guaranteed to give you new ideas about your own approach to digital. Below are definitions for eight terms that just might inspire a brilliant idea (or two!).
Displaying banner ads across a range of different web properties requires a program that stores the ads and serves them up at the right time, on the right property and for the right people to see.
DoubleClick for Publishers (DFP) is an ad serving platform run by Google that streamlines your ad management whether you deliver ads to websites, mobile webpages, mobile apps, games or a combination of devices.
Banner ads can be targeted in very specific ways through DFP. They can be targeted based on a person’s location, the content of a website and other parameters that allow you to optimize spend. For instance, an auto body shop can utilize DFP to only display their ads on pages that talk about cars.
DFP also generates very specific reports to provide insight into what’s working well and where you can make improvements to maximize your return on investment.
Native advertising is paid media where the ad looks and reads like the website’s regular content. Because they’re assimilated with the rest of the content and generally more helpful than traditional “Buy This!” ads, native ads often deliver higher engagement.
For native ads that appear as news stories or articles, companies can build trust by offering helpful advice relevant to their expertise. It’s a long-term marketing strategy that establishes credibility, bolsters brand awareness and even generates website traffic when executed well.
Facebook Branded Content
Facebook lets celebrities, media organizations and other influencers with verified pages – indicated by a blue checkmark icon next to their name — create sponsored posts that tag brands, business partners or clients. The brands pay the influencers to promote these posts, which are clearly marked with “paid” under the ‘with’ tag that identifies the brand, business partner or client.
Depending on what you sell and who you sell it to, it’s possible that some Facebook Branded Content could be a good solution for you because Facebook has very robust targeting capabilities.
For instance, you can ensure that a post you bought from your local news station that promotes your gutter-cleaning services is only going out to people in the area you service that own homes. You might find that women schedule gutter cleanings more than their male counterparts and apply a gender filter. Or perhaps your services are top-of-the-line and priced to match, so you only target homeowners within a certain income bracket that can afford your luxurious gutter services.
One of the most powerful things about this tactic is the level of specificity the targeting mechanisms deliver.
Instead of showing the same person the same banner ads repetitively across the internet, you can set the creative to change after a certain number of exposures. This counters the fatigue someone might feel from seeing one add over and over again, and it gives you a chance to work through a logical progression of sentiments in your ad messages.
OTT, “Over-the-Top”, refers to video content streamed over the internet, rather than via broadcast or cable television. This includes viewing video content in various forms on a regular TV connected to a third-party device like a Roku player, as well as viewing on laptops or other mobile devices.
Advertisements placed around OTT content have over an 85% completion rate because the viewers are so invested in the content around the ads. People streaming OTT content aren’t channel surfing or browsing around – they’re committed to watching that particular piece of content. This means they’re much less likely to bounce.
Beacons are devices that communicate with a shopper’s smartphone in the hopes of improving the in-store shopping experience.
When placed in a store, beacons use Bluetooth technology to detect nearby smartphones and send them media such as ads, coupons or supplementary product information. They can also be used as point-of-sale systems or to collect information about those consumers, such as how consumers maneuver through stores.
A great example would be a consumer standing outside of a grocery store who is served with an ad reminding him/her to buy avocados. Later when the same consumer enters the grocery store, he/she will receive an ad message explaining how to choose an avocado. Now that’s good as guac!
A meta tag is a snippet of text that describes the content of a webpage. Meta tags don’t actually appear on the page itself – but in the background, aka the code. They help tell search engines what that webpage is all about.
Because of this, using meta tags correctly is a fundamental part of Search Engine Optimization (SEO). If you want to rank high in Google searches, make sure you (or whoever maintains your website) is applying meta tags strategically.
An advertiser can serve a TV ad (or a group of TV ads) to certain households based on data like the inhabitants’ income, lifestyle interests and shopping behaviors. Instead of buying exposure during specific programs, brands can buy advertisements to reach specific audiences.
To learn more about any of these terms and how the tactics they relate to could work for your business, schedule a free consultation. Constant innovation in marketing technology makes it difficult to keep up with all of the options out there, but Compulse’s team of multi-media specialists can guide you through the tools at your disposal to help make your brand the leader.