ExactDrive Advertising News

Why Is Consumer Intent So Powerful?

Posted by Tim Nichols

Mar 29, 2016 11:17:00 AM

Consumer intent may be the most powerful data that any business has access to when it comes to improving sales and establishing popularity in their industry. Consumer intent shows up when an online user conducts a search using a keyword or phrase that indicates an item or service they're interested in. For example, if someone searches for "black leather boots", you can probably assume that they're thinking about buying a pair in the near future.

A study recently conducted by "Think with Google" found that brands who are relying on demographics alone to reach out to their audience could be missing out on a huge number of potential customers - up to 70% of mobile shoppers. The reason for this is that understanding why someone's searching for something, and what resources they're using to find that thing can help you to maximize your search retargeting campaign, by ensuring you present banners and advertisements to people that show the exact product they need.

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Topics: Data Analytics, retargeting, Search Retargeting, Consumer Intent

7 Things That Really Great Online Media Buyers Do

Posted by Tim Nichols

Aug 26, 2015 8:30:00 AM

Establishing an identity and presence online is one of the most important things that any business can do today. While there are many different forms of marketing available, one of the more popular options comes in the form of media buying

A sub-section of advertising management, media buying takes place when a company or individual responsible for a company's advertisement strategies purchases real estate on a site. To become a truly amazing media buyer, you need to master the art of negotiating placement and price to ensure that you're getting the best possible value for your money. This will enhance your chances for ultimate ad viewability and user interaction.

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Topics: Data Analytics, Online Advertising, Banner Ads, Online Media Buying, Media Buying, Conversion Attribution, Ad Budget, media planning, Media Buyers, Ad Creative

Mobile Advertising Is Exploding – 10 Ways To Get Prepared?

Posted by Eric Greener

Jun 19, 2015 9:05:00 AM

In the USA, mobile advertising spend is growing at a faster rate than any other advertising method. We shouldn’t be surprised. It’s thought that the average person spends 90 minutes a day on their phone. Now that might not sound like much, but for advertisers, it’s gold dust. Think about it – long do you look at a flyer, brochure or billboard?

That figure amounts up to 23 days a year and 3.9 years from the average person’s life. Throw in the fact that nearly two thirds of Americans have a smartphone and it’s no wonder that advertisers are focusing on our trusted handheld devices.

But do you really know how to implement an effective mobile advertising campaign? Here are 10 things to consider:

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Topics: Data Analytics, Mobile Advertising, Mobile App, Mobile, Audience Targeting, Mobile Video Advertising, In-App Advertising

3 Digital Advertising Trends You Must Pay Attention To - ClickZ

Posted by Tim Nichols

Jun 16, 2015 1:00:00 PM

In an ever-changing digital advertising space, marketers who don't get on board with mobile video advertising, native advertising and analyzing consumer behavior will be left behind.

With advances in technology and constant changes to the digital world, advertisers must stay on top of what's hot and what's not. People have long since started to tune out to traditional marketing methods, so as old tactics become more and more obsolete, how should online advertising strategies be optimized?

We've got three trends in the online advertising sphere that will open up a plethora of opportunities and give you the chance to reach new audiences:

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Topics: Data Analytics, Digital Advertising, Video Advertising, Online Marketing, Mobile Advertising, Customer Loyalty, Native Advertising, Mobile Video Advertising

Signs You Should Invest In Dynamic Ads

Posted by Tim Nichols

Mar 3, 2015 8:00:00 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

Watch Out: How Click Fraud Is Taking Over And What To Do About It Part 2

Posted by Tim Nichols

Feb 11, 2015 8:00:00 AM

Click fraud has been around since the beginning of internet advertising and fraudster’s methods have become more advanced over the years, leading to sophisticated BattlestarGalactica-like internet bots that mimic human behavior with false clicks.

Whether you know it or not, your brand is shelling out money for clicks that did not come from humans, and the problem is endemic. In 2014, click fraud cost advertisers $11 billion and unfortunately, it is easier to get away with than cross checking in hockey, or late hits in football.

What is Click Fraud?

Click fraud is a method used by competitors who are frustrated with seeing a certain company’s ads appear above their own. By employing people (or bots) to commit click fraud on their behalf, their aim is to spend your daily budget before the day has even begun.

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Topics: Click Fraud, Data Analytics, Online Advertising, Bot Traffic

Watch Out: How Click Fraud Is Taking Over And What To Do About It Part 1

Posted by Tim Nichols

Feb 6, 2015 8:00:00 AM

If you've been affected by click fraud, how should you deal with it? Marketing analytics can help. Have you ever visited a social media site, seen a not-so-interesting story with thousands of likes, and clicked on it, mainly because others were clicking? If you answered yes, you may have been duped by click fraud - and you are not alone.

The Wall Street Journal last year reported that 36 percent of Web traffic is spawned by click fraud programs and bots, and the cost to the global digital display advertising industry was approximately $11.6 billion in 2014.

The statistics are shocking, but don’t fret - this blog will show you what to watch out for and how to deal with click fraud, when traversing cyberspace.

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Topics: Click Fraud, Data Analytics, Online Advertising, Bot Traffic

Bot Fraud Accounts For $6 Billion Loss In Digital Advertising

Posted by Tim Nichols

Jan 5, 2015 7:30:00 AM

According toresearch conducted by digital security firm White Ops and the Association of National Advertisers (ANA), nearly a quarter of video ad impressions are triggered by "bots;" (automated entities that mimic the behavior of humans by clicking on ads and watching videos) and11% of display ads are viewed by fake consumers, created by cyber criminals with the purpose of taking a slice of the billions of dollars spent on digital advertising each year.

The White Ops/ANA study is one of the most comprehensive on the subject of online fraud in digital advertising. It analyzed 181 campaigns from 36 ANA member companies, over a two-month period earlier this year.Ad budgets ranged from $10 million to more than $1 billion and brands ranged across nine vertical categories. Tagged to identify bot fraud, the ads accounted for 5.5 billion impressions in 3 million domains.

The findings

The study found that while some bot fraud was triggered by fake websites, the majority of it(67%) came from bot nets taking over unsuspecting users’ home computers. As users logged into services such as Gmail, Facebook and Twitter, the bots infiltrated their systems and mimickedthe user’s behavior; sophisticated bots were able to move the mouse and move the cursor over ads;they also put items in shopping carts and visited websites to generate cookies, in order to appear more demographically appealing to advertisers and publishers.

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Topics: Click Fraud, Data Analytics, display advertising, Bot Traffic, Online Media Buying, WhiteOps

Proximity Marketing With Beacons

Posted by Tim Nichols

Sep 20, 2014 7:58:00 AM

This article was written by Tim Nichols and originally published by ClickZ.

beaconreceiver.png (400×351)Beacons have the ability to accelerate the mobile shopping experience and create increased engagement with consumers. Here are some examples of companies utilizing the technology to influence purchasing behavior.

The entire planet is going mobile, according to a report by eMarketer. There are now 4.5 billion mobile phones and 1.75 billion smart phones in use, resulting in a new generation of technology and apps that are changing how we spend our time, how we communicate with each other, and how we shop.

As smartphone usage increases every day, the field of proximity marketing is heating up, and one of the hottest trends of the moment is beacon technology. A beacon is a low-cost piece of hardware - small enough to attach to a wall - which uses a low-energy Bluetooth connection to pinpoint a visitor’s location on a shop floor. Tailored messages are then sent to that phone, promoting offers relevant to the products in the area the shopper is.

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Topics: Data Analytics, App, Mobile App, iPhone, iBeacon, Mobile, Smartphones, Beacons

A Chat With Ali Behnam: President Of Tag Management Company Tealium

Posted by Tim Nichols

Jan 10, 2014 1:19:00 PM

Founded in 2008, Tealium is the leader in enterprise tag management and digital data distribution platforms. Tealium gives marketers a comprehensive solution for managing their third-party digital marketing vendor tags, and then correlating the data those tags generate into a clean, actionable source. I recently had the opportunity to interview Ali Behnam, president of tag management and data distribution company Tealium.

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Topics: Data Analytics, Tag Management, Interviews, Tealium

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