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Eric Greener

Eric Greener

Founding partner at ExactDrive and happily married father of four.

Recent Posts

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 3, 2022 11:34:00 AM

Guerrilla Social Media Marketing Case Study: Ford Motor Cars

With over one billion people using social media channels across the globe, it has become a powerful communication and marketing channel that we cannot afford to ignore.Social networking sites allow for viral marketing and word-of-mouth promotion to be very effective because of the high levels of consumer engagement.

But with so many businesses making use of social media, it’s not enough just to set up an account and post generic items once or twice a week. Social media advertising offers far more potential than that.

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Jan 5, 2022 10:45:00 AM

4 Myths You Should Ignore About Retargeting

Retargeting is a highly effective online advertising technique that directs your ads to people who have previously expressed an interest in your product or service by visiting your website. It allows you to remind them how great your product or service is, and why they should choose your brand.

Despite the fact that retargeting has become an integral digital advertising tool, many misconceptions still exist about it.

Here are 4common retargeting myths, and why you can ignore them:

Myth #1: Retargeting is only for Retail

There is a common misconception that retargeting is exclusively for retail businesses. While it’s true that e-commerce businesses make the most use of retargeting, it can provide significant benefits to businesses in all sectors.

If you are directing traffic to a lead capture form or landing page, retargeting can help keep your brand at the front of users’ minds while they are in the evaluation process. This is especially helpful in a B2B context because the sales cycles tend to be longer than in B2C transactions. Serving retargeted ads, such as static banner ads or dynamic display ads, will keep your company ahead of the competition, and nurture leads through the funnel.

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Dec 9, 2021 10:00:00 AM

Improve Click Through Rates

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.

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 the 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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Dec 2, 2021 9:39:00 AM

Personalization and Display Advertising: How Personal Is Too Personal?

In an overcrowded and competitive marketplace, companies will do anything to make their brand and products stand out from the crowd. One of the many benefits of online advertising is the ability to tailor adverts based on first and third-party data.But is tailoring effective and how far should you take it?

Let’s take the gaming industry as an example. Consider some of the detail you could potentially get from placing a retargeting pixel on your website:

  • The user’s account name
  • The sport they last bet on
  • How much they bet
  • If they won or lost
  • How long since their last bet

Knowing all this personal information and using dynamic ads, you could create a very personalized message, such as: Hi Jim, congrats on the $1,000 win yesterday. Fancy a bet on the game tonight? Bet now!

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Jul 19, 2021 8:32:00 PM

What the Heck Is Ad Viewability?

Do you knowexactlyhow many people are viewing your online ads? No? Well, its sad to say that it’s probably a lot fewer people than you think. In fact, a study by Google found that more than half (56.1%) of online display ad impressions are not seen by consumers. This means that you may have effectively been throwing your digital ad money away.

Impressions versus viewability

Advertisers have traditionally used impressions as a metric to measure ad performance. Yet many of these impressions result from page visits in which the visitor never actually sees the ads, either because they’re displayed too low, or worse — the impression is down to a bot.

The way around this is to embrace ad viewability - which looks at whether an ad is actually in view to readers on publishers’ websites.Advertisers that embrace ad viewability over impressions will learn which placements are worth the investment.

Above-the-fold (ATF) impressions, for example, do not promise ad viewability. In fact, less than half of ATF impressions are actually viewable, due to the fact that: Many visitors start scrolling down as soon as they visit a page and see top ads for less than a second, and ad vendors self-categorize what constitutes “above” and “below” the fold, which can persuade clients into over-paying for a less-than-suitable placement.

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Jul 6, 2021 11:45:00 AM

Why We Love Retargeting (and you should, too!)

If you could keep your brand in front of prospects long after they’ve visited your website, wouldn’t you jump at the chance? Oh course you would. Ad retargeting gives you that opportunity—anywhere your prospects travel online, and it has proven to be an effective way to entice digital window shoppers back toa website.

 

So what is retargeting?

To put it simply, ad retargeting serves display advertisements to Web users after they have left an advertiser’s website. For instance, you’re on bestbuy.com looking at laptops. You leave the site and visit another website and are shown a display ad for bestbuy.com. That is retargeting in action.

The idea is that a user who initially visits your website is a warm lead, and is likely to make a purchase. An effective retargeted ad will hopefully get that user back and convince him or her to make a purchase.

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Jun 7, 2021 1:28:00 PM

Steel Advertising Creates Top Digital Campaign For Higher Education

“In a year unlike any other, the Steel Advertising campaign for Texas A&M San Antonio broke new ground in the digital advertising market. While we expect things to change and evolve in 2021, we believe that the digital advertising program developed by Steel will serve as a model for Higher Education online campaigns in the future.” - Eric Greener, Founding Partner, ExactDrive Inc.

Texas A&M University-San Antonio has been one of the fastest-growing Universities in the Texas A&M System in recent years. The University is dedicated to an experiential learning curriculum that allows students to get ahead in their career while still in college. The University needed a digital campaign that would align A&M-San Antonio’s messaging with prospective students’ immediate needs. Right in the middle of the campaign, COVID-19 hit and stakes got higher.

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Apr 27, 2021 4:00:00 PM

5 Tips For Designing Better Banner Ads

Banner ads are almost as old as the Internet itself. And they’re still alive and kicking. The trouble is, there are a number of issues with banner ads. If you get them wrong, at best you’re wasting your time; at worst, you’re butchering your brand.

Many online advertising experts dislike banner ads. Lots of customers even hate them. But here’s the thing: they can work extremely well. Online display advertising is an integral part of any multichannel campaign. Thanks to data and advanced analyzing techniques, businesses can verify that millions of ad impressions help drive traffic, conjure up leads and even convert.

It’s almost like it’s fashionable to slam banner ads. Opinion pieces about the sheer ineffectiveness of banner ads are commonplace, but consumer behavior often tells a different story. The truth is probably somewhere in the middle. Banner ads are like any other form of advertising. They can be compelling, efficient and profitable, or intrusive, ugly and repetitive, all depending on how you design them.

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Apr 8, 2021 7:39:00 AM

4 Steps to Retooling Your Digital Media Planning Strategy

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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