ExactDrive Advertising News

Types of Online Advertising

Posted by Scott Bagguley

Jun 16, 2016 12:20:51 PM

Online advertising is perhaps one of the most important forms of marketing available today. If you aren't making yourself heard online, then the chances are you're missing out on the majority of the traffic, and profits you could otherwise be benefiting from.

The term "online advertising" is incredibly broad, and refers to everything from banner ads, to YouTube video ads, dynamic retargeting, and keyword search. Following, we're going to address some of the most popular forms of online advertising around in 2016, and how you can use them to drive traffic towards your website.

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Topics: display advertising, retargeting, remarketing, Video Advertising, SEO, Social Media Advertising, Display Retargeting, Keyword Search Advertising

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

4 Ways To Distinguish Your Banner Ads From Your Competitors

Posted by Adam Parikh

Aug 12, 2015 3:27:00 PM

Establishing your own unique personality and brand identity online is a crucial part of managing a successful digital marketing strategy. Although there are various areas that you may need to focus on when it comes to maintaining brand identity, one of the primary things you'll want to concentrate on - is how you're going to distinguish your banner advertisements from those of your competitors. According to Business Insider, you're already fighting against tough odds if you've decided to use banner advertising as your primary form of online representation, but the truth is that poor design is often the cause of poor results. If you know how to make your banner distinct, innovative, and interesting, you can prove the statistics wrong and achieve a fantastic new rate of traffic and conversions. Following are four ways that you can optimize your banner advertisement design and leave your competitors in the dust.

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Topics: display advertising, Banner Ads, Display Ad Design

Extend Your Reach With Effective Online Advertising

Posted by Tim Nichols

Jun 30, 2015 8:50:00 AM

Online advertising can really boost the bottom line of your business because of the reach of the Internet. Across the globe, we all use the Internet and access content. And not only is your net of potential customers vast, but the Internet also allows you to reach your leads instantly. There’s zero lead-time in the digital world.

Make sure that you accurately measure your online advertising campaigns and embrace an interactive approach to business. With the Internet, you can get instant feedback from the public on your marketing ideas. That feedback could be in the shape of an online form, a survey or a conversation on a social media platform. Either way, use this as a bonus opportunity to grab an email address and market future products and services to your audience.

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Topics: Online Advertising, display advertising

5 Critical Tips To Master Online Advertising

Posted by Tim Nichols

May 6, 2015 9:12:00 AM

According to the National Office of Statistics, in 2014, 38 million adults (76%) in Great Britain accessed the Internet every day (21 million more than in 2006, when directly comparable records began). So making a splash online and advertising in the digital arena is a business no-brainer.

Unlike traditional advertising channels, online advertising is less expensive, far faster to market and easy to measure. But without the right tools, it can be a minefield and tricky to keep a lid on your budget. So if you want the best return for your advertising budget you need to utilize some of the online tools that cangauge how effective and wide-reaching your online advertising is.

In no particular order, here’s what ExactDrive recommendstoensurethat your business, products and/or services are seen by the right people:

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Topics: Online Advertising, display advertising, Advertising Strategy, Online Media Buying

The Biggest Problems With Online Advertising And How You Can Fix Them

Posted by Tim Nichols

Mar 12, 2015 8:00:00 AM

Digital marketing plays an ever more central role in most business's marketing plans. From retargeting, to social; there are plenty of creative and cost effective ways to get your brand under the noses of hundreds, if not thousands of potential customers.

However, despite the many benefits of touting your brand on the internet, online advertising continues to be plagued by fraud and viewability issues, as well as low creative standards, leading critics to question its effectiveness, and future.

Is online advertising broken?

Some say that display advertising has some fundamental problems that may never get fixed. They argue that it suffers from low click-through rates (0.1% on display ads), widespread click fraud and low viewability – (only half of the ads served online are actually seen by users). Concerns have also been voiced about the "creepy" nature of retargeting, irritating pop-ups and the prevalent use of ad-blocking software.

So is it broken?

We don’t think so. It’s just suffering from an image problem, and progress is already being made to fix the issues. For example, the Media Rating Council (MRC) and the Internet Advertising Bureau (IAB) recently released their ‘Viewable Impression Measurement Guidelines’, which set out parameters to measure viewable impressions. They state that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one second, (two seconds for video ads), to qualify as a ‘viewable’ display impression.

By adopting this standard, marketers and publishers will benefit from the improved quality and accountability of their digital advertising efforts.

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Topics: Click Fraud, Online Advertising, display advertising, Bot Traffic, Ad Viewability

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

Understand Psychology To Nail Your Advertising Campaigns

Posted by Eric Greener

Jan 6, 2015 7:00:00 AM

When it comes to advertising campaigns, marketing content and experiential marketing strategies, success lies in the planning. It’s not enough to simply be creative, and losing sight of what you’re trying to achieve will hinder your chances of attaining any goal.

Ideally, you need experience. That’s experience of what works and what doesn't. And most of the top marketing experts gather that experience by analyzing campaigns from the customer’s perspective, not from their own. Whether they know it or not, what they’re actually doing is analyzing human behavior.

Yes – to consistently deliver marketing that works, you need to be something of a psychologist. Here are 4 top tips to help you connect with your audience like never before.

1. Pick your words carefully.

Sounds obvious, so let’s be specific. People put a lot of emphasis on what they read first, so make sure any headlines or initial copy is working as hard as it possibly can be. Remember that visually, less is often more. Take Apple’s approach - when they’re in full ‘product launch’ state, their messaging is less about marketing and more about the product.

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Topics: Online Advertising, display advertising, Advertising Strategy, Experiential Marketing, Psychology

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

Facebook Relaunches Cross Network Ad Platform Atlas

Posted by Adam Parikh

Dec 30, 2014 8:00:00 AM

Advertisers' fascination with cookies has long past. Every advertiser knows deep down that a cookie is a blunt instrument and its limitations are woefully apparent when dealing with cross-channel campaigns. Unfortunately, cookies are the best way to track the effectiveness of online campaigns. That is, until Facebook announced the relaunch of their cross-network ad platform, Atlas.

With Atlas, Facebook are attempting to take on Google on its home turf — display advertising. How? Aside from dispensing with cookies, Atlas purports to bridge the gap between the offline and online advertising worlds by linking the real-world interactions of customers to their Facebook profiles.

Here’s how it works. When a user logs in to Facebook or uses their Facebook credentials to log in to other websites, the network installs cookies to track their activities on the website. But cookies alone are not effective enough, and they don't work on mobile, which is becoming the preferred online shopping platform for consumers. To navigate the problem, Atlas combines cookies with demographic information to help advertiser’sbetter target their audience.

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Topics: Online Advertising, display advertising, Facebook Advertising, Facebook, Cross Device Advertising, Atlas

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