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.
What Is Real-Time Bidding And Should It Be Cheap?
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.
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,Read More
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.Read More
How In-App Advertising Should Change Your Media Strategy
Shopping. The end goal is the same, but the process has changed dramatically over the years. It is said that two-thirds of the World’s Internet consumption will come via smartphones and tablets. What does that mean for your business? Well, the mobile experience will change how we shop forever and that means your advertising campaigns need to be different too.
Smart brands know that apps build loyalty. Most mobile users seem to want an app to enhance their shopping journey, whether they’re looking for groceries or a new sofa. On a broad level, apps present advertisers with a unique opportunity to interact with consumers who could become brand advocates.
In-app advertising is effective. While some people continue to harbor reservations about clicking on banner ads within a web browser context, in-app advertising is far subtler. Those sorts of ads are less intrusive and don’t interrupt the user’s experience in the same way. Because of those reasons, people are more reception in-app advertising.Read More
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.Read More
Why Does Retargeting Work?
What happens when someone visits your website and then chooses to click away without converting into a subscriber, customer, or anything else? Do you simply give up and hope that the next potential lead will provide better results, or do you make the effort to have a second chance at a first impression?
Retargeting allows you to present your visitors with unique, paid ad solutions whenever they've already visited your website. This advert focuses on the fact that the visitor in question already knows your brand and what you offer, then prompts them to come back and finish the conversion that they didn't complete before. By placing a tiny piece of code on your website, you can use retarding to:
5 Ways To Build The Best Banner Creatives For Your Ad Campaign
Today, it's safe to say that businesses have more opportunities and more avenues for advertisement than ever before. However, deciding on an effective advertising method - particularly when your business is small or mid-sized, can be difficult, depending on the resources that are available to you. Creative marketing can be time-consuming and expensive when done improperly, but when you know how to get the most out of your creatives, you can be rewarded with the revenue that your company so desperately needs to survive.
Online advertising is an essential part of gaining steam in the business world today, and part of delivering great advertising campaigns on the World Wide Web can be attributed to the delivery of highly effective and eye-catching creative. Regardless of who you're selling to, the right creative can lead to brand recognition, which leads to conversions, profits, and of course: business success. So how do you build the best creatives for your campaign?Read More
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!’
How To Sell Video Advertising To A Skeptic
If you were researching a new product, would you be more likely to read a text heavy brochure, or watch an engaging, 90-secondvideo about it? If you said ‘video’, you would be in the majority. According to the results of a recent study by media software companyLevels Beyond, 59% of consumers wouldrather watch a brand video on a brand's site. Not only that; but 61%of consumers watch branded videos when they're shared by a friend.
These statistics, along with the news that US online video ad spend is projected to continue to climb intensely this year, show that video advertising is a strategy that marketers can’t afford to ignore. However, there are some skeptics out there – some marketers hesitate in online advertising becausethey claim it lacks effective measurement tools. But as technology evolves,this is changing.