May 3, 2022 4:01:00 PM

If Adverts Told the Truth, What Would They Look Like?

We all say that "honesty is the best policy" - but even that's a little white lie. Human beings can only handle the truth in small doses. In other words, we like honesty when it makes us feel good. Did that dress really make her look fat? Did he really do a good job with that DIY (do it yourself) project?

If we were totally honest with ourselves, we'd admit that we love a lie from time to time - particularly those lies that give us an excuse to do what we want to do, say what we want to say, and wear what we want to wear. Of course, when it comes to lying - marketers and advertising experts are some of the biggest fibbers of them all.

Marketing blurs the lines between honesty and truth in a truly artistic way. The best marketers know that if they want to get the sale, they need to give their prospects a hint of truth, sweetened by an entire butt-load of delicious, sugary lies.

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Apr 26, 2022 3:53:00 PM

What Is Real-Time Bidding And Should It Be Cheap?

What is real-time bidding and does data support that media buyers should pay lower prices because they are advertising online using real-time bidding technology? Great question. Real-time bidding technology enables real-time media buying, which is indeed a smart and efficient way to advertise online. This doesn't necessarily mean that impressions purchased should be significantly cheaper.

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Apr 19, 2022 3:35:00 PM

3 Facts About Online Ad Viewability You Must Hear

Ad viewability is a buzzword of sorts. But it’s a buzzword that is grounded in logic. Because any conversation about ad viewability is really a discussion about how a campaign has performed.

Online ad viewability is attracting a lot of attention from advertising who is becoming obsessed with who is seeing ads. Viewability-based metrics are being forensically studied, but in doing so, aren’t we missing the whole point about advertising? Namely, that advertising isn’t an exercise in vanity. Brands shouldn’t be chasing views, but instead focusing on putting the right ads in front of the right people at the right time.

Advertisers are often reluctant to pay for low-viewability inventory, while the topic of the day always seems to be wasted ad spend. Ad viewability is an important subject matter, but only in the right context. To that end, here are 3 things about online ad viewability that need to be addressed.

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Apr 12, 2022 3:41:00 PM

An Introduction To Ad Viewability

We've heard about the death of the click for years, but the click has been pervasive, surviving each wave of innovation. But it appears that the click has met its match, as a new metric has taken hold across the online advertising industry; a metric with the power to become equally or potentially more important than the click: Ad Viewability.

That metric is ad viewability; an online advertising metric that tracks only the impressions that users actually see. For example, if an advertisement loads at the bottom of a website but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is designed to let advertisers pay only for the advertisements that users actually see.

To understand the implications of viewability, let’s take a step back and look at the previous landscape of buying, selling, and serving display ads.

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Apr 5, 2022 3:47:00 PM

Real-Time Bidding Not Automatically Less Expensive According To ExactDrive’s New Research

ExactDrive believes Real-time bidding (RTB) can erroneously motivate media buyers to pay lower prices to advertise online while still expecting equal performance.

ExactDrive has recently analyzed the performance and effective bid price (average media cost) of several hundred online advertising campaigns. The results indicate that just because real-time bidding technology is being utilized to advertise online doesn't necessarily mean that the inventory should be purchased at a lower price.

Real-time bidding is a relatively new and very dynamic way to buy online advertising. Real-time bidding technology enables the buying process to be automated where media buyers can evaluate, bid on, and purchase ad inventory on an impression-by-impression basis. As a result, real-time bidding and real-time media buying creates one-to-one connections to consumers with greater scale, effectiveness, and efficiency. However, ExactDrive's internal research shows that Real-time bidding (RTB) could potentially motivate media buyers to erroneously pay lower prices to advertise online while still expecting equal performance,

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Mar 29, 2022 9:30:00 AM

4 Ways to Overcome The Wasted Ad Budget Blues

This year, approximately 77% of companies are expected to increase their digital marketing budgets, and it's not difficult to see why. Digital marketing is one of the most important ways to get noticed these days, as if you're not online, you're cutting down your number of potential customers by thousands - if not millions. Unfortunately, no matter how hard you might try to get everything right the first time around, wasting the marketing budget from time to time is not uncommon, especially if you are working with the wrong partners. Executives have been using the phrase "half of our marketing budget is wasted - but we don't know which half" for decades now.

As a business owner or head of an organization, you'll regularly be bombarded with the latest "big thing" or "new solution" to deliver more customers and leads to your doorstep, but getting the most out of your cash means understanding what your company actually needs. Wasted marketing dollars result in a reduced chance for true innovation to take place. The internet has become an integral part of our lives, and we can't get ahead in this digital age without taking advantage of its potential. Now more than ever before there are opportunities for businesses like yours to be seen by tons - yes I mean TONS-of people online! What do you say?

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Mar 24, 2022 11:00:00 AM

Master Video Advertising in 5 Easy Steps

Capture the attention of your target audience through high-impact video advertising. Advertisers are able to build strong brand engagement by connecting with audiences anytime and anywhere by displaying video advertisements across the screens used by people in their everyday lives. Video advertising is a great way to engage your audience and give information they want.

Digital video is presenting a big opportunity for brands across the globe who want to interact with their audiences on a new level. Combined with content marketing and other forms of digital advertising, video provides a versatile way for brands to have their voices heard, and make themselves known in their industry. 

According to the data, video advertising can be a highly efficient and effective option for brands around the globe. People tend to automatically ignore television advertisements, so if you want to make a visual impact on your audience, there's really no better option besides video advertising. What's more, videos itself have become a common activity on the web, with the mass majority of people on the internet watching online videos.

So how can you make the most of this medium for your own digital strategy?

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Mar 16, 2022 7:30:00 AM

7 Simple Things Every Online Advertising Campaign Needs to Succeed

You might have the most amazing company product or service in the world - but what you can offer to your customers won't matter unless you can find a way to let them know about you. Advertising is one of the most crucial paths to customer awareness there is, and the goal of any advertising program should be to reach out to the largest possible audience, with the smallest impact on your budget. If it's done properly, the right online advertising campaign can be the most beneficial thing you invest in for your business. Unfortunately - like many parts of running a business - online advertising can be a tricky thing to perfect. With that in mind, here are seven of the simplest and most important things you and your online advertising campaign will need in order to succeed.

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Mar 8, 2022 8:00:00 AM

7 Things About Retargeting That Your Boss Wants To Know

Retargeting drives potential customers back to your website by targeting users who have previously visited your website but didn’t make a purchase or take the desired action. Developing a solid retargeting approach is a simple and effective way to increase audience engagement, build brand awareness and boost customer acquisition.

Let us discuss how to keep your brand front of mind. Retargeting is huge. We are all on the internet surfing around day and night, and we’re talking about simple technology that allows a brand to advertise to us online after we've shown interest in a product or service but leave the website without converting. How about that for a beneficial and targeted advertising opportunity? Site retargeting brochure.

However, while the technology may be simple, retargeting can be risky due to its potential in-your-face approach to online advertising. No one wants their brand to stalk their customers. So before you can prepare to boost your bottom line, here are 7 things about retargeting that you need to know before deciding whether to invest.

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Feb 28, 2022 10:30:00 AM

3 Steps to Take Your Mobile Advertising Campaigns from Zero to Hero

Despite the incredibly high amount of time that consumers are spending on tablets and smartphones, mobile advertising on a whole remains mostly an underutilized and overlooked concept. This year, mobile use finally exceeded PC use in the U.S, establishing itself once and for all as a leader in digital media marketing strategy. As innovation continues to rise and the channel of mobile marketing evolves, it seems that mobile marketing will only grow bigger.

In the United States alone, there are now 10s of millions of active smartphones, and mobile consumption continues to grow. If one thing is clear about business marketing efforts, it is that mobile interaction should play a significant part. Unfortunately, the thing that remains unclear to most businesses is how they can best utilize mobile advertising to ensure that they are making the right impression with their target market. For example, should you focus your mobile effort on a desktop format? Should you develop an app or try something new?

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