With first-party data becoming more relevant and third-party cookies becoming a thing of the past, this leaves marketers questioning, how can I best prepare?
Read more at PPCHero.com
OnePlus continues its twice-yearly smartphone cycle with today’s arrival of the 8T. The latest device isn’t a huge upgrade over April’s OnePlus 8, but continues the company’s longstanding tradition of offering some of the most solid Android handsets at a reasonable price point. The cost has edged up a bit in recent years, but $ 749 is still pretty good for what the 8T offers.
The big updates this time out are the 120Hz refresh rate for its 6.55-inch display and super-fast charging via the Warp Charge 65. That should get the 4,450 mAh of battery capacity up to a full day’s charge in 15 minutes, with a full charge taking a little less than 40 minutes.
There are an abundance of cameras here — four in total. That includes a 48-megapixel main (with built in optical image stabilization), 16-megapixel ultra-wide angle and, more surprisingly, a macro and monochrome lens. The handset joins the even more affordable Nord, which is set to arrive in the U.S. in the near future at a sub-$ 500 price point.
OnePlus has been undergoing some corporate changes in recent weeks, as well. Co-founder Carl Pei recently announced he will be leaving the company. “These past years, OnePlus has been my singular focus, and everything else has had to take a backseat,” he told TechCrunch. “I’m looking forward to taking some time off to decompress and catch up with my family and friends,” he wrote. “And then follow my heart on to what’s next.”
Five great display and video advertising tactics to increase relevance and revenue in a cookie-less world
- Display and video advertising already have tactics that can be highly effective in a cookie-less world.
- Contextual advertising is going to rise, as users will be in the right state of mind to interact with the brands’ ads.
- Content sponsorship is going to build strong relationships between brands and consumers, as the values and purpose of each brand will be transmitted to the audience in a non-aggressive sales-y way.
- Channel integration can become the norm as channels can support each other through insights.
- User-based targeting will still allow for personalization with the consent of the user.
Let’s face it. The world is going through difficult times, and so is every method of advertising. People are suspicious and don’t trust advertising, thinking that ads may lead to fraud or that advertisers act only to their own benefit and that the consumers will get no value out these promotional banners sitting around the content they visit. They get annoyed when video advertising interrupts their user experience popping up or getting in the way of their desired content.
Things get worse when the ads are totally irrelevant to the user’s interests, which results in total waste of money. Things got a bit better with cookies, as we could target specific audience segments based on their demographics and browsing behavior so that the ads where tailored to their state of mind and interests but in a soon-to-be cookie-less world? Are we back to zero?
Fear not. During the past few years, the targeting technology and tactics became much more sophisticated and we can use numerous methods to target our audiences with relevant only ads and at the same time comply with the new GDPR normal.
Below are five must-have tactics around display and video advertising to smoothly transition to the post-cookie era.
Well, there are no must-dos in life, but realistically these will definitely make your life a lot easier and your ads will create only positive relationships with your audience. Anyway, cookies matching (the process of syncing cookies data so that Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) know that they are dealing with the same user) isn’t exactly perfect. So let’s see the positive side. It’s our chance to get closer to our goal to increase relevancy, please customers, and drive sales.
1. Contextual targeting
Back to zero? Not quite.
Yes, keyword or contextual-based advertising is an old tactic, I am not talking about the invention of the wheel. But: nowadays we can use Programmatic buying. With cookie-based targeting, ads about martech platforms would keep following you around the web. But this is not you. You are more than that. You like fitness, food, minimalism, whatever.
With contextual targeting through programmatic, you will be able to display your ads only when your audience is in a relevant state of mind across hundreds of sites at the same time. So when you’re looking for healthy recipes in food websites, you will see ads for organic products and when you will be reading about the future of digital advertising, you will see ads of a new analytics platform.
So the ads will be relevant to the web environment you’re currently consuming and consumers will feel more comfortable to convert, as they will see the ads as an extension of the content they are already looking at. Contextual advertising works well for all the stages of the purchase journey, as high impact formats (large sizes or video) but also native ads-teasers can be used to increase awareness and memorability and click-throughs respectively.
2. Content sponsorship
Yes. It works. People want to get value from the brands, and this is how they get to trust them. Consuming educational content brings us closer to the bran’s values, we see the world through their eyes and therefore we decide to follow them or not. Have you ever made friends without listening to them talking first?
Especially during the pandemic, people started educating themselves on numerous topics that don’t necessarily have to do with their job. They love reading about how they can make their life easier. And they trust someone’s content especially when they are not trying to directly sell or only sell a product without justifying it. To my opinion, content must be branded but should be consumer-centric at the same time. These are some questions you should seek to answer through your content.
- What are the benefits of the product/service?
- How does it fill someone’s needs?
- Does it add value to someone’s life/daily routine?
This is exactly our time as advertisers to elaborate on the challenges that our audience can overcome by using the product. This is our time to be where our consumers are and consume content, to show that we care, and we give, and this is a win-win game. And that the more we win, we commit that the more we will give.
Brands that get personal like the P&G ads are amazing. Have you seen them? They celebrate women’s/mums’ roles and contributions to society. They speak the truth, they make people relate to the content. Also, going back to my point on the pandemic now, people appreciated it so much the brands that collaborated with each other for a good cause, the brands that offered, the brands that supported also financially the situation.
Why? Because we all want to feel that someone is there for us, that brands don’t care only for their profits. So if I’m going to give my money for a product anyway, I will choose one that we have the same beliefs with.
3. Channel collaboration
And here it comes. Your boss, your client come to ask for channel integrated campaigns. They want to see how everything works together towards the same goal. They don’t like fragmented budgets anymore, as the ad investment comes from one pot and there’s one person managing all the channels so there’s no point in delivering multiple media plans.
Use every channel’s success or failure (this is still a very useful insight!) to contribute to the success of other channels. For example, look at search engine marketing (SEM) like paid search or SEO to find the most successful keywords, and then implement these in your display and video advertising – contextual strategy.
In other words, what I strongly recommend is to use the terms that your customers are using in their search before they convert, to open up to new audiences in relevant webpages. This way, you can have an online presence in relevant environments, with high impact display formats and videos to increase awareness when your audience is at the right state of mind.
4. User-based targeting
This is not something new, the big platforms are already doing this and it’s an amazing source of data that I don’t think we made the most of, because we were mostly relying on cookies (that, let’s face it, wasn’t 100% accurate anyway). These data sets are quite accurate as they rely on information that the users give through forms and actions and not on our interpretation of their browsing history.
This is essentially targeting through the user id on the respective platform. Users give their details and create profiles so that they get access to various platforms or make purchases to numerous websites. This way the brand can target the ideal users with cross-device recognition, using first-party data.
Who doesn’t want a consistent experience while interacting with a brand across multiple devices? Again, this is a win-win game when implemented effectively, as the brands do not waste budget while targeting the users isolating every device and at the same time the users are being targeted with the most appropriate message depending on the stage of the funnel that they are. Plus it improves personalization.
5. Sequential targeting
How many times have you noticed a specific car model in the streets after you talked about it for the first time with your friends? It’s not that all these cars magically appeared in front of you after your conversation. It’s that this car is now familiar to you, so it’s easy to notice it. Humans like what looks or sounds familiar. The brain wants to spend as little energy as possible so if it’s something already known, it’s easier to identify and memorize. That’s why we need sequential advertising in our lives.
First-party data allow also for sequential targeting, which is a marketing technique that uses a sequence of ads to tell a story and convince the audience to convert over time, across different devices. The creatives used for sequential targeting should have the same look and feel so that the consumer feels familiar with them and also recalls the brand’s image but should be evolved as we walk down the funnel. The sequence is device agnostic when a user is logged in through their account, which means that shifting between devices doesn’t affect that strategy, it even enhances the experience. Someone may see an ad on their smartphone and then the second in order ad may appear the next day on their laptop.
It has been observed that awareness can be vastly increased through high impact sequential ads. For instance, Google’s research in partnership with Ipsos on sequential videos revealed a 74% ad recall lift and 30% purchase intent uplift compared to standalone video advertising. The sequential messaging drives also high-quality leads as they guide the user down through the funnel to convert.
The sequential tactic is highly effective as most consumers use multiple digital devices before making a purchase or using a service. This strategy increases visibility, as people notice a brand more when its ads appear on multiple devices and they seem familiar, plus you allow your audience to interact with your brand through their platform of choice and it prevents ad fatigue. It’s of no wonder why this tactic presents increasing CTR.
Into the technicalities now
In digital display and video advertising, I would recommend for the sequential path to involve three stages of content.
- Stage one – the user sees an ad that is usually more generic, it introduces them to the brand or service
- Stage two – includes ads that educate around the brand or service advertised and present briefly the benefits and happy results of using it
The first two stages should invite the user to learn more about the product and get to know the brand if needed so that they walk through the consideration phase. For these purposes, the first (or second too) stage can well be represented by a video. The videos are well known as being highly memorable and impactful, so this is what the user needs at this stage.
- Stage three – ad with a strong call to action, an invitation for the audience to use the product and purchase, sometimes even offering a discount
Naturally, the call-to-action in each stage will change depending on what action we want the person to perform (Learn more Vs Buy now).
Therefore, it’s not the end of the world, it’s the end of a technology that worked for long but now it’s time to move on to new relationship structures, just like societies do. Because it’s time for the brands to build honest and transparent relationships with consumers, which is going to lead to stronger trust in advertising. And this is a good thing.
What are your thoughts on display and video advertising? Feel free to share them in the comments section.
Anastasia-Yvoni Spiliopoulou is a Global Digital Media expert. She has recently launched her new online course in digital display and video advertising for corporates and individuals.
Want to create urgency to purchase with your display ads? With a little creativity, you can create countdown ads even though it’s not a default option!
Read more at PPCHero.com
Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.
But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.
Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.
But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).
Here are three strategies to effectively combine search and display advertising for maximum results:
1. Cast a wide net
If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.
Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.
3. Contextual targeting
If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.
Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.
Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.
The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.
Using a computer and modern software can be a chore to begin with for the visually impaired, but fundamentally visual tasks like 3D design are even harder. This Stanford team is working on a way to display 3D information, like in a CAD or modeling program, using a “2.5D” display made up of pins that can be raised or lowered as sort of tactile pixels. Taxels!
The research project, a collaboration between graduate student Alexa Siu, Joshua Miele and lab head Sean Follmer, is intended to explore avenues by which blind and visually impaired people can accomplish visual tasks without the aid of a sighted helper. It was presented this week at SIGACCESS.
The device is essentially a 12×24 array of thin columns with rounded tops that can be individually told to rise anywhere from a fraction of an inch to several inches above the plane, taking the shape of 3D objects quickly enough to amount to real time.
“It opens up the possibility of blind people being, not just consumers of the benefits of fabrication technology, but agents in it, creating our own tools from 3D modeling environments that we would want or need – and having some hope of doing it in a timely manner,” explained Miele, who is himself blind, in a Stanford news release.
Siu calls the device “2.5D,” since of course it can’t show the entire object floating in midair. But it’s an easy way for someone who can’t see the screen to understand the shape it’s displaying. The resolution is limited, sure, but that’s a shortcoming shared by all tactile displays — which it should be noted are extremely rare to begin with and often very expensive.
The field is moving forward, but too slowly for some, like this crew and the parents behind the BecDot, an inexpensive Braille display for kids. And other tactile displays are being pursued as possibilities for interactions in virtual environments.
Getting an intuitive understanding of a 3D object, whether one is designing or just viewing it, usually means rotating and shifting it — something that’s difficult to express in non-visual ways. But a real-time tactile display like this one can change the shape it’s showing quickly and smoothly, allowing more complex shapes, like moving cross-sections, to be expressed as well.
The device is far from becoming a commercial project, though as you can see in the images (and the video below), it’s very much a working prototype, and a fairly polished one at that. The team plans on reducing the size of the pins, which would of course increase the resolution of the display. Interestingly another grad student in the same lab is working on that very thing, albeit at rather an earlier stage.
The Shape Lab at Stanford is working on a number of projects along these lines — you can keep up with their work at the lab’s website.
In today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.
Facebook Ad’s Demographic Targeting Abilities
The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.
As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”
The Fuzziness with Google Topics Targeting
In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.
Extra Effort needed with Google Placement Targeting
Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.
- The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
- Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.
The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.
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