ExactDrive News

3 Little Changes That Will Make a Big Difference in Your Online Advertising

Posted by Tim Nichols

Mar 6, 2015 9:00:00 AM

Online advertising has come a long way from the tacky, blinking banner ads of the 1990s. Today, sophisticated, highly targeted online ads are delivered through a plethora of digital channels, from search engines to mobile apps - and a growing number of marketers are reaping the benefits.

With the right strategy, savvy tools, and smart resource allocation, even the smallest of businesses can take on the giants of the online advertising world.

Here are a few small changes you can make to improve your online advertising and make your digital dollar stretch a little further:

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Topics: Online Advertising, SEO, SEO Recommendations, Social Media Advertising, Social Media, Content Marketing, Search Engine Optimization, Clickz

12 Questions to Ask When Interviewing for a Startup Job

Posted by Tim Nichols

Mar 5, 2015 12:48:00 PM

ExactDrive recently had the opportunity to be interviewed by StartupNation. Since it’s inception in 2002, StartupNation.com has steadily grown to become one of the leading small business destinations on the internet delivering over 250,000 pages of valued content and attracting over 3.1 million unique visitors in 2013. StartupNation has inspired, educated and consistently attracted entrepreneurs and small business owners from Main Street America who want to be their own bosses and live the American Dream.

If your interviewing for a startup job, its important to know that your embarking on an entirely different experience from the traditional 9-5 work environment. You have to prepare yourself to work flexible hours, wear many different hats at once, and become an expert on any given subject in a short period of time. Most importantly, you have to demonstrate that your personality and work ethic will fit into the vision and values of the company culture. The best way to so, and to set yourself apart from other candidates, is by asking questions which demonstrate your entrepreneurial ambition and drive. We spoke to various startup founders and asked what questions most impressed them during previous job interviews, here’s what they had to say.

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Topics: Company News, Interviews, Entrepreneur, Startups, Company Culture

Click Fraud: Expectations Vs. Reality

Posted by Adam Parikh

Mar 4, 2015 9:00:00 AM

American businesses will spend over $43 billion on online banner and display ads this year, and yet nearly half of all the ad clicks will be fraudulent or fake. They will be performed by bots, which are automated computer programs that browse the web masquerading as humans, for the purpose of committing click fraud.

Click fraud is one of the biggest challenges facing the digital advertising industry today. Millions of online advertising dollars go to waste due to bots, click fraud, and out-of-sight placements. And click fraud is becoming increasingly sophisticated.

Bots can imitate the behavior of consumers, by watching a video or making an online purchase. Videos cost more to create, so CPMs are higher, making them a prime target for fraudsters. According to the Association of National Advertisers (ANA), bots account for 23% of video ad views.

As an industry, digital advertisers are worried about click fraud - and they are right to be, but sometimes people assume something is click fraud when it’s not.

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Topics: Click Fraud, Bot Traffic, CPC, CPM

Signs You Should Invest In Dynamic Ads

Posted by Rob Wagner

Mar 3, 2015 9:00:00 AM

The era of the “one size fits all” ad creative is over. In case you somehow missed it, there has been a major shift from the old model of display advertising, which depended on advertisers distributing generic content everywhere in the hope of reaching their target audience, to highly personalized content within dynamic ads delivered directly to pre-targeted consumers on whatever device they happen to be using. Learn more about implementing dynamic ads in our brochure.

What has fueled the shift?

Advancements in technology and data capture have fueled the shift - providing online advertisers with access to detailed information on target audiences such as their location, interests, environment and even their preferred ways of communicating with brands. Marketers are now able to turn data into actionable information in real-time, for example, by segmenting audiences and brands while simultaneously considering weather, location, date and time, device, and more.

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Topics: Data Analytics, Programmatic Media Buying, display advertising, Banner Ads, Dynamic Display Ads, Media Buying, Data Driven

4 Undeniable Reasons To Love Search Retargeting

Posted by Scott Bagguley

Feb 27, 2015 9:00:00 AM

The online world has opened up a wealth of opportunities for advertisers to reach broader audiences, but until recently, Pay-Per-Click (PPC) and Search Engine Optimization (SEO) have taken the lion’s share of online advertising budgets.

But advertisers are starting to see the benefits of display advertising; and with the rise of innovative technology like programmatic buying, display advertising is enjoying a resurgence, as it’s able to achieve granular targeting of consumers at scale.

Search Retargeting is a popular and powerful online advertising technique that improves targeting further, by combining the efficiency of search with the reach and branding power of display, to increase leads and sales. For a more thorough definition of what search retargeting is please read our search retargeting brochure.

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Topics: Online Advertising, CPC, Search Retargeting

4 Myths You Should Ignore About Retargeting

Posted by Eric Greener

Feb 25, 2015 9:00:00 AM

Retargeting is a highly effective online advertising technique that directs your ads to people who have previously expressed an interest in your product or service by visiting your website. It allows you to remind them how great your product or service is, and why they should choose your brand.

Despite the fact that retargeting has become an integral digital advertising tool, many misconceptions still exist about it.

Here are 4 common retargeting myths, and why you can ignore them:

Myth #1: Retargeting is only for Retail

There is a common misconception that retargeting is exclusively for retail businesses. While it’s true that e-commerce businesses make the most use of retargeting, it can provide significant benefits to businesses in all sectors.

If you are directing traffic to a lead capture form or landing page, retargeting can help keep your brand at the front of user’s minds while they are in the evaluation process. This is especially helpful in a B2B context because the sales cycles tend to be longer than in B2C transactions. Serving retargeted ads, such as static banner ads or dynamic display ads, will keep your company ahead of the competition, and nurture leads through the funnel.

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Topics: Online Advertising, retargeting, Advertising Strategy, Digital Advertising, retargeting platforms, Engagement Retargeting

12 Steps to Developing a Healthy Company Culture

Posted by Tim Nichols

Feb 24, 2015 4:57:00 PM

 recently had the opportunity to be interviewed by Digital Connect Mag, which was started by a group of tech enthusiasts with the sole purpose of helping consumers, businesses and IT professionals. They aim to cover pretty much every topic under the sun which is related to Technology, Business and Information Technology.

A startup’s success is dependent on a number of factors, the most important, and often the most overlooked being the startup’s company culture. Regardless of how solid a product and the funding behind it is, the strength of the company culture will ultimately be the determining factor behind the startup’s long-term success.

The most important aspect when creating your company culture is establishing a set of values which will define your company from its early stages to maturity, values that your company will adhere to during both successful and difficult times. This effort needs to be made from the very beginning stages of your entrepreneurial endeavor, since the values you establish initially will determine the direction in which your company grows. By making a concerted effort to build your company around that value system, and by setting clear expectations for the type of relationships that your team should have, you can exert a far greater control over what your company will look like in the next five to 10 years.

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Topics: Company News, Interviews, Entrepreneur, Startups, Company Culture

10 Important Non-Technical Traits That Every Developer Should Possess

Posted by Tim Nichols

Feb 20, 2015 9:00:00 AM

ExactDrive was recently quoted in an article posted on YoungUpstarts.com, which focuses on stories and thought leadership pieces that help businesses small or large, the entrepreneurs and intrapreneurs, or those who simply want to become better at what they do.

by Philip Acuña

Hiring a developer isn’t just about finding someone with the right technical skills. Though technical prowess is obviously important, non-technical qualities such as self-motivation and problem-solving abilities are crucial when it comes to ensuring that your vision becomes a reality. Countless entrepreneurs have hired candidates that look great on paper, but often lack the imagination or tenacity to complete the project independently or to the entrepreneur’s liking.

To help you avoid having to face this problem, we spoke to several startup CEOs and asked them to share some of the most important non-technical traits that every developer should have.

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Topics: Company News, Entrepreneur, Startups, Top Talent, Developer

What the Heck Is Ad Viewability?

Posted by Rob Wagner

Feb 19, 2015 9:00:00 AM

Do you know exactly how many people are viewing your online ads? No? Well its sad to say that it’s probably a lot less people than you think. In fact, a study by Google found that more than half (56.1%) of online display ad impressions are not seen by consumers. This means that you may have effectively been throwing your digital ad money away.

Impressions verses viewability

Advertisers have traditionally used impressions as a metric to measure ad performance. Yet many of these impressions result from page visits in which the visitor never actually sees the ads, either because they’re displayed too low, or worse — the impression is down to a bot.

The way around this is to embrace ad viewability - which looks at whether an ad is actually in-view to readers on publishers’ websites. Advertisers that embrace ad viewability over impressions will learn which placements are worth the investment.

Above-the-fold (ATF) impressions, for example, do not promise ad viewability. In fact, less than half of ATF impressions are actually viewable, due to the fact that: Many visitors start scrolling down as soon as they visit a page and see top ads for less than a second and ad vendors self-categorize what constitutes “above” and “below” the fold, which can persuade clients into over-paying for a less-than-suitable placement.

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Topics: Click Fraud, Bot Traffic, Ad Viewability, Banner Ads, Impression Discrepancies

3 Key Tips About Behavioral Advertising

Posted by Tim Nichols

Feb 18, 2015 9:00:00 AM

Have you ever wondered how banner ads seem to know what you are thinking? That you were coveting that new pair of Jimmy Choo’s, or that vacation in the Bahamas? Or, have you been curious about how that dynamic banner ad knew to tell you about the new coffee shop that has opened at the end of your street?

Every time you surf the Internet, advanced data mining operations are cataloging your interests, so that businesses can serve you personalized advertisements. The practice is known as “Interest Based” or “Behavioral Advertising (or behavioral targeting,” and it enables advertisers to speak directly to their target audience with timely and relevant messages.

What is behavioral advertising?

As opposed to direct marketing, where advertisers send the same message to everyone, behavioral advertising takes online information and uses it to tailor the message to the user.

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Topics: Behavioral Targeting, Dynamic Display Ads, Personalization, Behavioral Advertising, Segment, Audience

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