Digital Media News

Scott Bagguley

Digital Sales @ ExactDrive. Has pain in his left-foot from power dunking. Owns salt water fish. Happily married.

Recent Posts

Apr 7, 2015 5:15:00 PM

What Is A Frequency Cap?

Lets talk about what the term frequency cap means and why it is important to set it properly for online advertising campaigns.There must be an ad that you see online all the time. It may follow you around the web as you’re browsing, or appear repeatedly in the ad breaks of your favorite online TV show. Either way, it may beamusing the first or second time, but after the seventh or tenth time, it’s just plain irritating isn’t it?

Well, it’s the same for your customers. Once they’ve seen your ad more than a certain number of times – (the rule of thumb in the online advertising community is that 3 exposures seems to be the magic number), it’s unlikely to produce any more significant measurable results, whether they’re clicks, view-throughs, conversions, or intent to buy. When you move beyond that magical number, you are basically decrease the volume of your media dollars. (Note: naturally keep in mind that I am speaking in overview general terms for most online ad campaigns and there's an exception for every rule based on unique campaign parameters.).

Feb 27, 2015 8:00:00 AM

4 Undeniable Reasons To Love Search Retargeting

The online world has opened up a wealth of opportunities for advertisers to reach broader audiences, but until recently, Pay-Per-Click (PPC) and Search Engine Optimization (SEO) have taken the lion’s share of online advertising budgets.

But advertisers are starting to see the benefits of display advertising; and with the rise of innovative technology like programmatic buying, display advertising is enjoying aresurgence, as it’s able to achieve granular targeting of consumers at scale.

Search Retargeting is a popular and powerful online advertising technique that improves targeting further, by combining the efficiency of search with the reach and branding power of display, to increase leads and sales. For a more thorough definition of what search retargeting is please read our search retargeting brochure.

Dec 26, 2014 7:30:00 AM

Winning Political Votes With Social Media

The rules of advertising have changed drastically in recent years, due tothe significant growth of social media. It has become the online advertising strategy du jour for organizations in every industry, but one area we have see the effects of this prevail more and more in recent years is politics.

The tech-savvy campaign that Barack Obama’s aides unveiled six years ago is a case in point. It was historically significant for two reasons; not only was Obama the first African American to be elected president, but he was also the first presidential candidate to effectively use social media as a major campaign strategy. Obama created an environment of transparency never before experienced in American politics.

His strategy? Personalized tweets; Facebook updates, and his very own YouTube channel.

The Obama campaign reached 5 million supporters on 15 different social Networks, and by November 2008, he had approximately 2.5 million Facebook supporters, 115,000 Twitter followers, and 50 million viewers of his YouTube channel.

Dec 11, 2014 8:54:00 AM

How Experiential Marketing Makes Us Look Up, Not Down

In many ways, technology has really helped advertising professionals. Most of us have access to a smartphone or a tablet and, while we’re pickier about which ads we engage with, we’re always actively looking for content. So, if PR, marketing and advertising creatives are clever enough to blur the distinction between ads and interesting content, consumershave never been so accessible.

But the problem with technology is our addiction to these devices. Research has shown that we’re looking at our gadgets morning, noon and night - most people don’t leave home without their smartphone and they’re just as comfortable taking it in the toilet as they are using it in bed.

We’re seemingly obsessed with checking our Facebook feeds, tweeting our opinions on the latest news and sharing business articles on LinkedIn. And we haven’t even touched upon Pinterest, YouTube and the rest.

Nov 25, 2014 7:39:00 AM

Handy Tips To Tackle Spam

It has been estimated that over 95% of all email traffic is spam, and the proliferation of it has led to millions of dollars in lost productivity and additional infrastructure costs for businesses. Those that choose to maintain in-house email servers are fighting a losing battle because spammer tactics are constantly evolving. As a marketer, you need to stay one step ahead of the spammers in order to protect your brand and customers.

Here are a few tricks we have learned to help minimize the risks to your business.

Email Spam

Sometimes it seems like if there wasn’t junk email, there wouldn’t be much email at all! How can your business minimize the risk of receiving email spam and sending it on to your customers?

Nov 13, 2014 8:08:00 AM

When Experiential Marketing Gets Dirty: The Walking Dead

When season four of the hit TV show The Walking Dead came to the Fox Channel in Portugal, the people responsible for the show’s PR used experiential marketing to come up with a fantastic way of raising awareness and making a big impression.

Before revealing any details, it’s probably worth briefly explaining what the show is about, in case you’ve never seen it. The Walking Dead is an American post-apocalyptic horror drama based on the comic book series of the same name. It’s about a sheriff who comes out of a coma to find a post-apocalyptic world dominated by flesh-eating zombies. There’s your context, there’s your setting…

The Walking Dead gang (including creative agency Torke+CC) teamed up with Portugal’s national blood bank institute IPST to create ‘The Walking Dead Blood Store’, where blood was accepted as currency. While this was clearly an effort to get people talking about the new season, the experiential marketing campaign added a nice touch – it also increased blood donations.

Sep 18, 2014 8:00:00 AM

What Makes An App Successful?

There is an app for everything today – with a bit of help from technology, you can play games, monitor your heart rate and even spy on your husband.

According to a study carried out by analytics company Flurry, consumers spend an average of 2 hours 42 minutes on their mobile phones each day and 2 hours and 19 minutes of that is spent on apps. Companies have been quick to recognize a need to engage with their customers on this platform, which has led to an explosion in the mobile app market, in recent years. The challenge now is for brands to understand their customer’s needs and create relevant apps that foster engagement with the brand.

Here are some best practices that your company can employ to ensure that your app gets the attention it deserves.

Sep 9, 2014 10:30:00 AM

LinkedIn: The Content Platform of the Future?

Most people think that LinkedIn is just a digital repository for resumes, but the site, which now boasts over 300 million members, is slowly repositioning its business around content marketing, to make the site morebusiness-friendly and relevant for social media lead generation and B2B marketing.

As part of its strategy, the company launched two new products earlier this year, in an effort to assist businesses with their content marketing efforts.

Content Marketing Score (CMS)

The Content Marketing Score is an analytics tool that provides users with insight into the impact of both their paid and organic LinkedIn activity.

Content-marketing scores are calculated by dividing the number of LinkedIn users who've engaged with a brand's content (via sponsored updates, company pages, LinkedIn Groups, employee updates and influencer posts) in the past month by the target audience of users who have been active in that monthly period. The number is then multiplied by 1 million.

Jul 1, 2014 10:30:00 AM

Social Media Advertising

Social media advertising is an exciting marketing platform, now more than ever. The medium is constantly in development and 2013 saw massive changes and growth, with new features, targeting options, and channels to explore. But 2014 is proving to be even bigger.

Twitter

Twitter had a big year in 2013. Perhaps most importantly, Twitter filed for and successfully completed their IPO (Initial Public Offering) and floated on the New York Stock Exchange.

Throughout 2013 and leading up to the IPO Twitter successfully overhauled the advertising interface and targeting functionality, launched TV ad targeting and created the impressive Lead Generation Cards. Now we have Tailored Audiences (remarketing) and a true 'broad match' for keyword targeting.

Jun 12, 2014 10:30:00 AM

4 Performance Tweaks for Facebook Advertising

As one of the largest and most influential ad networks on the planet, Facebook ads can do a lot for your business. But like any serious Internet marketing campaign, advertising on Facebook is a continuous battle of tweaks and optimization. Fortunately, there are dozens of ways to squeeze every last bit of value out of your ad dollar on Facebook. Below we'll look at four simple performance tweaks anyone can use to improve their Facebook ad campaign in only a few minutes.