The document traces the evolution of programmatic advertising from the early 2000s focus on clicks and page views to the current data-driven programmatic model. It discusses key developments like the rise of ad networks and exchanges that consolidated inventory and used data to fuel audience segments. This led to the launch of demand-side platforms and agency trading desks, and the growth of programmatic buying using real-time bidding. The document argues that data and RTB have helped reverse declines in digital display advertising and enabled better targeting across channels. It predicts continued growth and consolidation in the programmatic industry.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
NYU Presentation: A Look Into The Programmatic Future Rubicon Project
VP Marketing Ben Plomion gives a lecture to NYU grad students on what we can expect to see more of in the programmatic future. Hint: use of live data,drones,more flow advertising,video video VIDEO,and yes,cookies (they're not dead yet).
He also discusses whether or not receiving an MBA is necessary to become a successful CMO in this programmatic future.
Attitudes towards Programmatic Advertising - A deep dive into buy-side attitu...IAB Europe
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
IAB Canada Roadshow 2015: The Future of Programmatic Advertising IAB Canada
30 under 30's Andrew Robitaille, Director of Sales, Eyereturn Marketing joined us for the 2015 IAB Canada Roadshow to share The Future of Programmatic.
MediaMath's CRO and Co-founder Erich Wasserman presented on the growth and opportunity of programmatic internationally at the Brazilian Embassy in London.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
NYU Presentation: A Look Into The Programmatic Future Rubicon Project
VP Marketing Ben Plomion gives a lecture to NYU grad students on what we can expect to see more of in the programmatic future. Hint: use of live data,drones,more flow advertising,video video VIDEO,and yes,cookies (they're not dead yet).
He also discusses whether or not receiving an MBA is necessary to become a successful CMO in this programmatic future.
Attitudes towards Programmatic Advertising - A deep dive into buy-side attitu...IAB Europe
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
IAB Canada Roadshow 2015: The Future of Programmatic Advertising IAB Canada
30 under 30's Andrew Robitaille, Director of Sales, Eyereturn Marketing joined us for the 2015 IAB Canada Roadshow to share The Future of Programmatic.
MediaMath's CRO and Co-founder Erich Wasserman presented on the growth and opportunity of programmatic internationally at the Brazilian Embassy in London.
Programmatic Advertising from a Data Scientist’s PerspectiveWebrepublic
Gergely Kalmár, Senior Consultant Digital Analytics, spotlights programmatic advertising from the point of view of a data analyst.
The talk was given at the Online Marketing Konferenz on August 17th, 2017.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
Programmatic Advertising: How To Join In On the FunHanapin Marketing
Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.
Originally presented at Hero Conf London in October 2016.
eMarketer Webinar: Buying Display Ad InventoryeMarketer
Join eMarketer Principal Analyst David Hallerman as he makes sense of the display ad market and discusses its projected growth and importance to marketers.
Programmatic Advertising Solutions for Retailers and BrandsVeronika Sonsev
This presentation was originally given at Shop.org in Philadelphia on October 2015. It is a primer on programmatic advertising with specific solutions that can be used for retailers and brands.
Here are the key takeaways:
- Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities.
- Leverage CRM data as broadly as possible to help target your ad campaigns.
- Programmatic ad creative can ensure you are using the right message for each potential customer.
We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day.
And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing.
How do you put our collective obsession with all things mobile and video to work for your campaigns?
On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
Programmatic Advertising from a Data Scientist’s PerspectiveWebrepublic
Gergely Kalmár, Senior Consultant Digital Analytics, spotlights programmatic advertising from the point of view of a data analyst.
The talk was given at the Online Marketing Konferenz on August 17th, 2017.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
Programmatic Advertising: How To Join In On the FunHanapin Marketing
Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.
Originally presented at Hero Conf London in October 2016.
eMarketer Webinar: Buying Display Ad InventoryeMarketer
Join eMarketer Principal Analyst David Hallerman as he makes sense of the display ad market and discusses its projected growth and importance to marketers.
Programmatic Advertising Solutions for Retailers and BrandsVeronika Sonsev
This presentation was originally given at Shop.org in Philadelphia on October 2015. It is a primer on programmatic advertising with specific solutions that can be used for retailers and brands.
Here are the key takeaways:
- Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities.
- Leverage CRM data as broadly as possible to help target your ad campaigns.
- Programmatic ad creative can ensure you are using the right message for each potential customer.
We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day.
And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing.
How do you put our collective obsession with all things mobile and video to work for your campaigns?
On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
Field Guide for Validating Premium Ad InventoryDistil Networks
Many of the current technologies used to detect fraud are great at detecting the amount of fraud (e.g., post-bid analysis). However, we need more technologies and techniques that focus on how to stop fraud before it happens. Having continuous, real-time data is important for this; but equally important are the policies and disclosures of the publishers and ad networks themselves.
Key Takeaways:
- The State of Digital Ad Fraud -- Terminology, landscape and trends
- The advertiser and publisher perspective -- Top issues and concerns
- Tools of the trade and best practices -- The different technologies and approaches to detecting and mitigating digital ad fraud
- Anatomy of a successful premium ad inventory program -- Whitepages’ guiding principles, policies and procedures
Rocket Fuel's Traffic Quality Webinar featuring Ari Levenfeld, Rocket Fuel's Senior Director of Privacy and Inventory Quality and guest speaker Susan Bidel, Senior Analyst with Forrester Research Inc.
Maintaining large-scale distributed systems is a herculean task and Hadoop is no exception. The scale and velocity that we operate at Rocket Fuel presents a unique challenge. We observed 5 fold PB growth in our data and 5 fold number of machines, all in just a year’s time. As Hadoop became a critical infrastructure at Rocket Fuel, we had to ensure scale and high availability so our reporting, data mining, and machine learning could continue to excel. We also had to ensure business continuity with disaster recovery plans in the face of this drastic growth. In this presentation, we will discuss what worked well for us and what we learned 9the hard way). Specifically, we will (a) describe how we automated installation and dynamic configuration using Puppet and InfraDB (b) describe the performance tuning for scaling Hadoop (c) talk about the good, bad, and ugly of scheduling and multi-tenancy (d) detail some of the hard-fought issues (e) brief our Business-Continuity Plans and Disaster Recovery (f) touch upon how we monitor our Monster Hadoop cluster, and finally, (g) share our experience of Yarn-at-Scale at Rocket Fuel.
"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad ScienceAd Exchanger
Over the past couple of years, the industry has gradually awakened to the reality of widespread bot activity defrauding advertisers and devaluing inventory. Solutions have sprung up focused on hunting down and stopping these botnets, but ad fraud does not stop there. In this presentation, Jason Shaw, head of the Integral Ad Science Anti-Fraud Lab, will explore ad fraud beyond botnets, and discuss how to prevent susceptibility in the future.
Jason Shaw, Director of Data Science, Integral Ad Science
Increased reach and lowered CPA with DoubleClickMark Squires
THE GOALS
- Maximize every pound in the marketing budget
- Keep the CPA in balance while serving dynamic vouchering campaigns to a new audience on mobile devices
- Decrease the rate of costly, ineffective GIF backup images
THE APPROACH
- Experiment with a mixed-mode campaign created on Google Web Designer
- Use Flash backed up by HTML5 to ease the switch to HTML5-only campaigns
THE RESULTS
- Backup images have decreased from 7% to 0.5%
- HTML5 outperforms Flash so convincingly that marketers switched to an HTML5-only approach
- HTML5 campaigns increase reach by adding mobile inventory yet decrease overall eCPA by 12%
- Process 50% faster because designers can create ads without help from a developer
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
This report examines trends in mobile programmatic advertising observed on MoPub Marketplace -- the world's leading mobile programmatic exchange -- in Q1 2016. Key themes include advertising spend around major events, the use of high impact ad formats, and growth in EMEA and APAC.
What You Need To Know For A Successful Start on DoubleClick Bid ManagerHanapin Marketing
Are you wanting to jump into the world of programmatic advertising? DoubleClick Bid Manager is an easy way to start programmatic if you are already advertising on Google and Bing. It offers more access to spend and reporting, however, unlike Google AdWords, you can’t just start a campaign right away. There are multiple steps along way, numerous settings, and targeting options you need to be aware of before you even start your campaign.
In this presentation, Hanapin expert Kelsey Hadaller, discusses what you need to know for a successful start and smooth transition on DoubleClick Bid Manager.
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer
Programmatic advertising already accounts for a majority of all digital display spending in the US, and that share is rising thanks to a number of influences. Topics in this webinar include: Why programmatic ad spending isn’t plateauing yet; How much of programmatic’s continued growth is coming from social and mobile channels; Why more spending continues to shift to private marketplaces and programmatic direct; How cross-screen advertising efforts are contributing to the growth of programmatic video.
DoubleClick for Advertisers is an Ad Management and Ad Serving solution that helps Agency and Advertisers manage the entire scope of digital advertising.
Follow me to get more updates regularly.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
On October 11th 2022 various speakers shared their expertise and vision on the future of commerce media and how to unlock these opportunities for your business. This included the rise of retail media, how to increase your visibility on the digital shelf and the future of social shopping.
This deck introduces the ABX ad testing system, a paradigm shift in how companies can evaluate their paid and pre-test media. Their model conforms to the rules of faster, cheaper, deeper and better.
How to Succeed Across Channels with Omnichannel MarketingTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
3. RECESSION OF
2001 SHAPED THE
DIRECTION OF
INTERNET ADVERTISING
WTF Happened? 3
4. Nothing important
A RECESSION THAT
MADE THE INTERNET PIVOT
has ever been built
without irrational
WTF Happened? 4
exuberance
– Fred Wilson | VC
5. SUCCESS DRIVEN BY CLICKS AND PAGE VIEWS
► Created a direct response
WTF Happened? 5
offering from the web
► Every sales pitch was about
delivering clicks and
performance
► Google launched in UK to
further amplify the sentiment
► Branding was ditched in favour
of impressions and clicks
► Adserving was born to count
6. WITH REVENUE
CAME WEBSITES
AND LOTS OF THEM…
WTF Happened? 6
Number of websites 2000-2014
7. THE RISE OF THE AD NETWORK
WTF Happened? 7
Advertisers purchase
majority of inventory
through publishers directly
Networks begin to
purchase and package
premium placements
2001 2003 2005
Ad networks
consolidate longtail
and remnant
inventory
Advanced data
begins to fuel networks’
audience segments
Ad networks procure large volumes of
bulk inventory, apply unique insights
& data, and resell impressions at a
premium rate
► Take on media risk for potential
upside of 80-90% profit margins
► Advertisers have little insight
regarding where placements
run or what is successful
8. BEHIND THE SCENES CAME THE EXCHANGES
WTF Happened? 8
Technology platforms where buyers
and sellers directly transact, using
auction-based pricing to determine
inventory distribution
Ad exchanges emerge
to address marketplace
inefficiencies
2005
Started to power the Ad Network
model – fuelling cheap, non
transparent selling to agencies
9. ►Agencies being pushed harder for sales
at reduced price
► Publishers and Adnets challenged
to deliver more for less
► Turned to adexchanges and use
of advertiser and publisher first
party data
►Quality of impressions less of concern
► Margin first and foremost
WTF Happened? 9
10. A SHIFT FROM SALES
REPRESENTATION TO
AGGREGATOR OF IMPRESSIONS
WTF Happened? 10
11. FRUSTRATION BUILDING ON BUY AND SELL SIDE
WTF Happened? 11
Publisher frustration
► Low cpms achieved
► Valuable data leakage
► Value created in Ad Net
► Commoditisation of sites
Buy side frustration
► Lack of visibility
► Transparency issues
► Advertiser data abuse
► Need to drive efficiency
► Data sophistication
12. BUY SIDE TOOLS UP – 2007 SEES MULTIPLE LAUNCHES
Demand Side Platforms (DSPs)
► Media buying tools that allow active optimisation
and dynamic bidding
across multiple ad exchanges & data inventory
sources
► Enhanced technologies integrate
media, data, and learning
algorithms which allow more
complicated executions
WTF Happened? 12
Demand Side Platforms (DSPs) expose
exchange inventory
in single environment
► Started to power the Ad Network
model – fuelling cheap, non
transparent selling to agencies
2007
Agency Trading Desks
(ATDs) grow into
centers of audience-buying
expertise
14. LAUNCH OF
TRADING DESKS
AND
NEW PUBLISHER
RULES SAW AN INDUSTRY
REVOLUTIONISED
WTF Happened? 14
15. LET’S AGREE SOME TERMINOLOGY
WTF Happened? 15
Programmatic Buying
Leveraging data driven
technology to automate media
buying in real time to maximise
efficiency.
Real Time Bidding (RTB)
Buying and selling digital ad
impressions via real-time
auctions. Ad buyers can
differentially value each
individual opportunity to buy
an ad impression in real time.
Addressable Media
Leveraging data to
deliver messaging based
on known insights about
individuals.
A channel or device is
addressable when there
is specific data available
to target specific users.
16. SO THAT TAKES US UP TO TODAY AND TOMORROW
Demand Side Platforms
(DSPs) expose
exchange inventory in
single environment
2001 2003 2005 2007 2009 2011 Today
WTF Happened? 16
Advertisers purchase
majority of inventory
through publishers
directly
Networks begin to
purchase and package
premium placements
Ad exchanges emerge
to address marketplace
inefficiencies
Agency Trading Desks
(ATDs) grow into centres
of audience-buying
expertise
Ad networks
consolidate
longtail and
remnant
inventory
Advanced data
begins to fuel
networks’
audience
segments
Technology &
data convergence
leads to Real Time
Bidding/Buying
Data Management Platforms
(DMPs) evolve to manage
data
17. AND TOMORROW BRINGS INCREDIBLE GROWTH
WTF Happened? 17
50-60% of all digital
will be programmatic in 2yrs
19. DATA AND RTB
HAVE SAVED
DIGITAL ADVERTISING
Reversed declines in display
Industry growing
innovation, investment
and moving upscale
WTF Happened? 19
25. INNOVATIVE PRODUCTS
► Triggering Ads on 2nd Screens based on a TV
WTF Happened? 25
Signal
Classical
► Brand Spots
► Single Spots
► Special Spots
► Products Spots
Competitor
► Brand Spots
► Single Spots
► Special Spots
► Products Spots
Contextual
► Verticals
► Individual
27. 5 BIG THEMES TO WATCH
WTF Happened? 27
The rise of GIANTS
One Data Management Platform to rule them all
ENTER the non media company
Consolidation is accelerating
Cross channel expertise
28. PROGRAMMATIC FOR YOU
WTF Happened? 28
► Be open minded
►Be brave – time to revolutionise
► Move fast
► Be inquisitive
Editor's Notes
Created a direct response offering from the web
Every sales pitch was about delivering clicks and performance
Google launched in UK to further amplify the sentiment
Branding was ditched in favour of impressions and clicks
Adserving was born to count
Publishers challenged to sell 100% of inventory direct - initially all impressions were bought directly through publishers, but as impression volumes exploded, this model was too time intensive to scale
Pre-2005
Publishers seek out guaranteed revenue streams to offset volatility
Risk of unsold inventory shifts from publisher to network, providing publisher yield consistency
Buyers are seeking stronger targeting and lower cost options for achieving scaled reach against specifically defined target audiences vs. direct publisher buys
Data Insights: Basic – Geography or Context
Advanced – Behavioral or Retarget
Complex – Optimization Models
2005 – 2010
Ad networks once provided the only reach & efficiency offer; Now ad exchanges provide a larger, safer and far more transparent means to buy audiences
Akin to a stock exchange - Significant infrastructure & overhead costs limit the number of exchanges
Initially ran as “futures” based - each bidder loaded their rules upfront
targeting parameters
Bid Maximum
Pacing & Frequency Caps
Trafficking Instructions
The exchange platform processed every impression per these rules & determined a winner
Updates were made manually or via an API every 60 minutes
In a “real time” exchange, every impression is bidded on individually
Each bidder reviews the impression
Evaluates against proprietary data
Decides optimal bid at that moment
Relays bid to exchange (<100ms)
Exchange determines winner
Private Exchange: Invitation-only marketplace where buyers (advertisers) and sellers (publishers) transact based on a negotiated CPM. The PMP provides preferred access to inventory from Premium Publishers that is not typically made available within the open exchange. In order to connect the buy and sell side, conduits such as AdX (Google’s inventory source), Rubicon Project, Pubmatic, etc., provide a Deal ID associated with a specific publisher or area on a publisher’s page, to allow the buyer and seller to transact outside of the open exchange. A Deal ID enables a publisher to give exclusive access or rates for their inventory to a specified buyer.
PMP pricing can either be fixed or a floor. Fixed pricing is based on a fixed CPM rather than a dynamic CPM. Audience On Demand® (AOD) still purchases the inventory programmatically, but the price per impression will not fluctuate as it does within the dynamic CPM model that AOD typically employs. Alternatively, there may be a floor CPM, meaning the cost a buyer will pay must be higher than the minimum (floor) set by a publisher. AOD recommends a $60,000 minimum spend per month for client programs that require custom sites and client specific pricing.
PMPs are designed to use the same model as the open exchange, layering data to target audiences on a specific site or set of sites. As of May 2014, this is still a future state though, as they are currently operating the same as a direct buy but instead of buying the impressions upfront for a contracted flat CPM, buyers bid on the impressions in real time via a DSP (but only the specific advertiser, has access to the “auction”…hence “Private Marketplace” or “Private Exchange”). Think of it as regular RTB auction but only one buyer and one seller (that’s an oversimplification, but it gives you an idea of how it works). Issues remaining include problems with scale – you limit scale by default when working with a PMP and pricing – prices are higher in a PMP because it is considered “premium” inventory, so adding data costs can be prohibitive.
Agencies being pushed harder for sales at reduced price
Publishers and Adnets challenged to deliver more for less
Turned to adexchanges and use of advertiser and publisher first party data
Quality of impressions less of concern
Margin first and foremost
2006 – 2010
Trading desks launched just before DSPs begin appearing and quickly took over this aspect of exchange buying as a specialty area.
DSPs: Similar to SEM bid management platforms
Benefits:
Impression level transparency
Control over data, optimization decisions, and ability to integrate into agency workflow
Centralization / simplification of access to complex inventory pools
Implement Real Time Buying, by integrating with exchanges’ RTB apparatuses
Audience targeting – incorporating 3rd & 1st party data to define active targets
Predictive modeling – algorithm driven performance engines that drive conversion lift
Cons: Managing DSP relationships requires a team of dedicated resources to: oversee technology relationships with the DSPs, data providers and inventory providers; set up, execute and optimize campaigns; and translate the unique data generated by DSPs into an actionable format
DSP operation & campaign optimization is complicated and requires specialized departments. Trading desks build or contract DSP technology, and serve as expert users to create value for clients
DSP technology requires experienced “traders” to deliver maximum output - The core of the trading desk is its team of experts
Benefits:
Keep clients’ data secure so it doesn’t become a 3rd party data segment for another advertiser
Client investment that historically allowed vendors & competitors to build their businesses, now creates long term value for agency & client simultaneously
Cadreon (IPG); Accuen (Omnicom); Xaxis (WPP)
Addressable Media - Leveraging data to deliver messaging based on known insights about individual users regardless of placement or device. A channel (display, video, social, mobile) or device (smartphone, connected TV) is addressable when there is specific data available to target specific users.
RTB - Dynamic process of buying and selling ad impressions via real-time auctions, in which the highest bidder wins the right to place a display ad. An ad buyer can differentially value each individual opportunity to buy an ad impression in real time.