ExactDrive News

7 Steps For A Winning Online Media Plan

Posted by Scott Bagguley

Oct 8, 2015 4:06:48 PM

Today, it seems as though studies are constantly proving just how important it is for companies to establish a successful social media plan, if they want to get the most out of their online marketing strategies. Social media advertising is one of the number one ways for most businesses and brands to get their names out into the social sphere, increasing their traffic, improving the relationships that they build with customers, and developing their future within the industry.

Unfortunately, too many companies ignore the benefits that social media could have on their advertising campaign, simply because they believe that putting a winning strategy together will either take too much money, or too much time. The truth is that there may be a lot to think about when it comes to establishing a successful online media strategy. However, once you've got the initial questions out of the way, you should be able to build a plan that works for you well into the future - and it could all take no more than a few minutes. So how can you develop a winning media plan? Just follow these steps:

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Topics: Advertising Strategy, Social Media Advertising, Social Media, media planning, Online Media Plan

5 Ways to Avoid Banner Ad Fatigue

Posted by Scott Bagguley

Sep 29, 2015 9:00:00 AM

Although some people believe that banner ads are losing their relevancy - the statistics suggest otherwise, with approximately 64% of marketers increasing the amount of money they spent on display advertising in 2013. This year, display advertising is forecast to grow by a further 21% - but how do you make sure that your display creative is as effective as it should be?

Advertisement fatigue and banner blindness are two common, and highly detrimental problems in the world of display advertising. Where banner blindness describes a users' tendency to ignore ads because they have grown used to the same old format, ad fatigue refers to the decline in click through rate and conversion after banners have been left to run for a certain amount of time. The truth is that no matter how exciting your creative may be when you first design it - after a while it will lose its novelty, and users will start to lose interest

So what can you do to make sure that your advertisements stay engaging for as long as possible? The following 5 tips should help you to kick start your advertising campaign, and avoid the strain of banner ad fatigue.

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Topics: Banner Ads, Dynamic Display Ads, Dynamic Ads, Display Ad Design, Ad Creative

Improve Click Through Rates

Posted by Adam Parikh

Sep 28, 2015 11:44:00 AM

Most companies put a great deal of time and effort into their advertising campaigns. After all, you could have the best idea for a service or product in the world - but you're not going to start making a profit until you start getting the right level of exposure. Perhaps the best way to advertise today, is online - as more people are browsing the web through their smartphones, laptops, tablets, and desktops than ever before. According to an infographic published in 2013, there are more than 2 billion people (or potential customers) on the internet, just waiting to see your ad.

However, a problem occurs when you place your banner ad online, and start to notice that people aren't clicking on it as often as they should be. CTR - or click through rate, is one of the most important metrics that can be measured during an online advertising campaign. The reason for this is that click-through rate calculates exactly how much your ad is resonating with the people who see it. So what can you do if your click through rate is lower than you would like?

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Topics: Banner Ads, SEO, SEM, A/B Testing, Click Through Rates, CTR

4 Steps to Retooling Your Digital Media Planning Strategy

Posted by Eric Greener

Sep 24, 2015 2:39:44 PM

Today, marketers have access to an avenue for accessing new potential customers unlike anything we've ever seen before. The Internet is an incredible way to establish brand presence, reach out to your target market, and create a relationship with consumers that develops brand loyalty, and could potentially turn your company into a household name. Faster than ever before, the online world can help a business to determine whether their new services, products, or ideas will be a phenomenon, or a flop.

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Topics: Digital Media, media planning, media planners, Digital Media Planning

4 Hurdles Ad Traffickers Commonly Face

Posted by Tim Nichols

Sep 23, 2015 1:36:00 PM

For those who don't know, ad trafficking is a technique used in marketing and sales strategies, intended to sell advertising services to businesses and various other clients. The ad trafficking agent responsible for managing these advertisements will place the media and creative in strategic locations to enhance the chances that interested customers will see it, and convert.

Typically, professional Internet ad traffickers will work closely with their client to carefully develop and place banner ads or similar tools on a range of specific websites. The aim is to create an effective advertising campaign based on recognizing the ad formats most likely to attract the attention of the client's target market. Depending on how successful a particular ad series may be, the client may request additional impressions when they feel as though the trafficking is generating a higher level of conversions, and the client will be able to have an input throughout various stages of the ad campaign.

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Topics: Banner Ads, Conversions, Ad Trafficking, Ad Operations

Ad Viewability Versus Above-the-Fold Targeting: Which Matters More?

Posted by Tim Nichols

Sep 14, 2015 8:00:00 AM

What does the concept of ad viewability mean in the context of strategy? And what makes it more significant than above-the-fold targeting? Viewability is more important in digital marketing than ever before. But why? A large percentage of marketers still judge the effectiveness of their advertising campaigns by tracking the cost per thousand and click-through rates. Though this may work for some, unfortunately, the results of such an analysis are easy to skew. Various forms of digital advertising are beginning to see an increase in fraud, thanks to bots.

Lately, many scientific studies agree that "your ad being seen" is more important than your ad getting clicked. The simple reasoning behind this is that an advertisement is useless unless it can be seen. With this in mind, the concept of ad viewability continues to gain momentum within the tech industry.

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Topics: Online Advertising, display advertising, Ad Viewability, above the fold targeting

Online Advertising Campaigns Fail For 5 Main Reasons

Posted by Adam Parikh

Sep 9, 2015 8:30:00 AM

It's impossible to ignore the fact that the World is constantly shifting and growing faster than ever before. We have more digital advancements today then we could have imagined only a couple of decades ago and technology is a vital part of staying afloat within just about any competitive industry.

Every day, more people consume larger amounts of digital content - whether it's on their mobile phones, desktop computers, laptops at work, or tablets. Any company that hasn't adjusted their advertising strategy to include a comprehensive online advertising campaign needs to start making changes - fast.

Studies have shown that consumers today use social media and mobile Internet research to conduct price comparisons and discover information about products before they make final purchasing decisions. With the right online advertising, you can build customer relations and develop your prospects through low-cost, regular, and easy communication. The online World is the future of advertising, and digital media may soon replace traditional concepts altogether, however just like any advertising effort - your campaign is bound to fail unless you know which mistakes to avoid. Following are the top five reasons that cause online advertising campaigns to stumble.

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Topics: Online Advertising, Online Media Buying, Online Marketing, Fear Of Failure, Online Advertising Campaigns

The 4 Real Reasons Your Retargeting Campaign Isn't Working

Posted by Tim Nichols

Sep 8, 2015 9:13:00 AM

If you know how to use it, advertisement retargeting can be a valuable and powerful resource in drawing consumers back to your website if they weren't ready to buy the first time they visited. Usually, people like to click around different websites and do some comparison shopping before they make a final decision about their purchase, and retargeting helps to increase the chance that when your potential customers are ready to buy - it's you that they'll come back to.

Retargeting campaigns rely on browser cookies to work, allowing them to create an anonymous list of the people that visit your website so that they can be targeted with ads as they move through their online experience. Because retargeting ensures you only deliver advertisements to people who have already visited your site, you can usually save money, and ensure your brand remains fresh in the minds of your prospects.

Unfortunately, not everyone will find that their retargeting campaign is an instant success. There are plenty of reasons why your strategy may fail to hit its mark, leaving you to wonder where all of those conversions have gone. If your retargeting campaign just hasn't worked out the way you had hoped - the following four reasons may explain why.

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Topics: Banner Ads, retargeting, Dynamic Ads, Dynamic Retargeting, Ad Creative

How To Protect Your Online Advertising Campaign From Click Fraud

Posted by Scott Bagguley

Sep 3, 2015 8:51:00 AM

We have spent a lot of time writing and discussing the issue of fraud within the online advertising industry, specifically click fraud. If part of your advertising strategy is made up of PPC (pay-per-click) ads, then the primary concern you'll need to think about is click fraud - and the effect it could be having on your business success. Becoming a victim of click fraud means that your advertising budget quickly disappears, while potential customers are actually prevented from reaching your website.

For many small businesses, pay per click advertising is an attractive and useful marketing option. The reason for this is that it's often a fast and effective way for websites to generate traffic, boost their website ranking, and increase overall conversions. On top of that, pay per click ensures that you only have to pay for the clicks that you actually get. Although PPC can be a smart solution for website promotion, if you want your campaign to be successful, you'll need to be cautious when it comes to monitoring your PPC activity - or you could risk becoming yet another victim of click fraud.

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Topics: Click Fraud, Bot Traffic, Cost-Per-Click Advertising, Pay-Per-Click Advertising, SEM, Wasting Ad Budget, Ad Budget, Brand Safety, PPC Fraud

How To Make Advertising Online Not Suck

Posted by Tim Nichols

Sep 2, 2015 9:00:00 AM

In today's technology-driven world, online advertising has become a huge component of all effective advertising strategies. Regardless of whether your organization is B2C or B2B, implementing digital advertisements correctly ensures that you'll be able to successfully develop your business online, fostering more sales, conversions, and brand awareness. However, if your ads aren't well-planned in everything from the channel that you use, to the design and copy, you could miss out on the results you've been hoping for. So how do you make sure that your advertising online doesn't suck?

1. Focus on Delivering Fresh Creative

As the name suggests, the primary focus behind your creative should be creativity. Incorporating fresh ideas, unique elements, and innovative visual elements into your advertisements is crucial to fostering success. A good rule of thumb to keep in mind is that although you should be willing to change your advertisements up as often as necessary, you will want to ensure that certain parts of your creative remain consistent. In simple terms, offer your audience something engaging to look at - but make sure that they know it's you behind the ad. Altering your creative is particularly important if you choose to extend your marketing efforts to social media - as users in these avenues hate seeing the same post over and over again. Test out your new campaigns thoroughly, and make sure to use images with a consistent aesthetic so that your campaign continues to feel familiar for customers that are already aware of you.

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Topics: Online Advertising, Target Market, Public Relations, Audience, Brand Personality, Ad Creative, Advertising Online, Advertising Sucks

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