If you’re a small or medium-sized business, growing your online presence can seem like a minefield – particularly if you don’t have the resources for a dedicated digital team within your organization. Whether we’re talking Facebook and Twitter, email marketing, mobile web, or YouTube and the latest industry apps – there’s a lot to keep up with, and it can feel overwhelming.
But the truth is, if you use digital media and employ digital marketing techniques, the rewards are endless. And if you don’t have a business that exists in the digital arena, you don’t really have a sustainable business at all.
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.Read More
In the not-so-distant marketing history, brands could only reach consumers through a few marketing channels, such as product catalogs, customer service linesand in-store interactions; but with the advent of digital media ad online advertising, the number of channels for reaching consumers has increased exponentially.
Today, customer journeys are far from linear - they tend to happen across multiple platforms, devices and sessions, and make purchase decisions based on a variety of “touch points,” such as social media, mobile apps, dynamic banner ads and retargeting ads.
Pressure is building on brands to shift their advertising spend to digital, and rely more heavily on data to measure the success of their campaigns. And at the heart of this transition is attribution.
Marketing attribution is a method used by marketers to assign value to each channel that plays a role in influencing a consumer to make a purchase. For example, if a user visits your website through an organic search; returns later via a social network and then makes a purchase after clicking on a banner ad, which channel should get the credit?
Exact Drive's Tim Nichols sits down with Myles Younger to discuss how programmatic media buying makes people more important than ever.
Myles Younger is head of marketing and business development at Canned Banners, a platform for dynamic display ad creative.
Tim Nichols: You've been focused on ad creative for a long time now. What's got you thinking about media buying?
Myles Younger: In building out Canned Banners' dynamic display ad business, obviously we're going to be judged almost exclusively on the performance outcomes of the campaigns that we run. And top performance comes from a symbiosis between ad creative and media buying (among other ingredients). So in order to develop a successful platform, I can't focus solely on ad creative any more; Canned Banners is basically joined at the hip with whichever media buyer or DSP is running our creative. It's been an awesome learning experience.Read More
GET IN THE DRIVERS SEAT
Advertisers traditionally have very little control over online ad campaigns. We think that’s a mistake. That’s why we let you determine targeting, inventory selection, placement and more. The result is a tailored campaign that aligns with your brand, budget and schedule.
Exact Drive designed and developed its self-serve advertising platform to provide small to mid size ad agencies (and Independent Resellers too) with an advertising platform that provides a turn-key solution to Plan, Manage, Traffic, Analyze, Report, and Optimize Digital Display campaigns for their clients.
WE BUILT A SIMPLE AND TRANSPARENT SELF-SERVE ADVERTISING PLATFORM
If you are just beginning to research online advertising and what it can do for your business, one of the essential questions you need answered is: What is online advertising? At Exact Drive, we realize that not everyone is familiar with the domain of advertising and abbreviations (people in online advertising love abbreviations), so we are headed back to the basics to give you a quick overview of the wonderful world of online advertising.
Exact Drive defines its available inventory (websites) into main categories and sub-level categories. Any categories (main or sub-level) can be included or excluded together within a campaign. Category targeting places display ads on sites that are categorically relevant to your industry and customers’ interests. Available inventory categories can include include entertainment, e-commerce, technology, health and travel.
Soon we will share a list of prohibited inventory content and why they are prohibited inventory sources (websites), which basically boils down to Exact Drive reasonably believing that the inventory content is likely to be in violation of any applicable law, regulation, or court order.
Banner ad requirements are important to know and understand. There are few technical requirements imposed on banner ads (if they are dynamic ads, static or anything in between) by Exact Drive. As an initial requirement, a single banner ad must render properly multiple times during the audit process, regardless of any parameter or restriction assigned. Therefore, frequency capping or geo-targeting set outside of Exact Drive will interfere with the audit process. Please have geo-targeting and frequency capping parameters from third party ad servers turned off during our audit process. The most popular Interactive Advertising Bureau (IAB) standard banner sizes Exact Drive works with are: 728×90, 300×250, 160×600 and 300×600.
Banner Ads Can Be Rejected For The Following Reasons