This document provides an overview of journey-based advertising. It begins by discussing the evolution of digital ads and how they have become more targeted and relevant. It then defines journey-based advertising as tailoring ad targeting and creative based on the buyer's journey. The document outlines the awareness, consideration, and decision stages. It also discusses adapting journey-based advertising for search and social platforms. Finally, it provides examples of how to implement journey-based advertising for a fitness studio across different digital advertising strategies and platforms.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Ads on Facebook are unique. They're shown to specific groups of highly engaged people on desktop and mobile. When your ads have great creative content and are well targeted, they get more likes, comments and shares. When someone takes any of these actions, their friends may see your ad, making it more powerful. The more you promote your posts and create targeted ads to specific groups of people, the more likely they are to see it when they visit Facebook.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Ads on Facebook are unique. They're shown to specific groups of highly engaged people on desktop and mobile. When your ads have great creative content and are well targeted, they get more likes, comments and shares. When someone takes any of these actions, their friends may see your ad, making it more powerful. The more you promote your posts and create targeted ads to specific groups of people, the more likely they are to see it when they visit Facebook.
Get ready to move quickly through 7 different tables, where you’ll get to meet and learn about a handful of digital advertising tactics:
Contextual advertising
Lookalike advertising
CRM targeting
Search engine marketing (SEM)
Retargeting
Social media advertising
Content Distribution
We’ll move through each 6-minute round quickly and cover the benefits, uses and available platforms.
If you’ve never experimented with online advertising or you’re a pro, this is your chance to learn it all or learn a few things in just under an hour.
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
Advertising tools to define, reach and convert your target audience at ArabNe...ArabNet ME
Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017
To get the most out of your PCC campaign its important to familiarize yourself with the terminology used by professionals. We've put together a PCC Terminology handbook to help you maximize your online marketing efforts.
Digital marketing is the marketing of products or services using digital technologies on the Internet, through mobile phone Apps, display advertising, and any other digital mediums.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
Digital Marketing Training - Trainer Md Chhafrul Alam Khan - Organized by Ris...Riseup Labs
Training Topic: Digital Marketing
Trainer: Md Chhafrul Alam Khan
Organized by: Riseup Labs
This is a training session based on "Digital Marketing" for Riseup Labs's Community Ambassadors. They have learned from this training session a basic overview of Digital Marketing, which will help them continue their Digital Marketing journey fearlessly. They have also got advanced level ideas and references to increase their Digital Marketing skills, which will help them beat the top-level competitor.
You believe it or not, the real scenario is
"Nothing is impossible if you have true wish and knowledge to find, collect, and utilize information."
- Md Chhafrul Alam Khan
So, please always try to stay connected with up-to-date information. This process will help you to overcome your issues.
Native Ads Vs Display Ads Everything You Need To Know.pdfFraction Digital
Native advertising has evolved from a novel advertising
approach to a mainstream media channel over the
past few years. While many advertisers have now
started using native advertising, it is lesser known for its
reliability to rely brand awareness.
Get ready to move quickly through 7 different tables, where you’ll get to meet and learn about a handful of digital advertising tactics:
Contextual advertising
Lookalike advertising
CRM targeting
Search engine marketing (SEM)
Retargeting
Social media advertising
Content Distribution
We’ll move through each 6-minute round quickly and cover the benefits, uses and available platforms.
If you’ve never experimented with online advertising or you’re a pro, this is your chance to learn it all or learn a few things in just under an hour.
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
Advertising tools to define, reach and convert your target audience at ArabNe...ArabNet ME
Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017
To get the most out of your PCC campaign its important to familiarize yourself with the terminology used by professionals. We've put together a PCC Terminology handbook to help you maximize your online marketing efforts.
Digital marketing is the marketing of products or services using digital technologies on the Internet, through mobile phone Apps, display advertising, and any other digital mediums.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
Digital Marketing Training - Trainer Md Chhafrul Alam Khan - Organized by Ris...Riseup Labs
Training Topic: Digital Marketing
Trainer: Md Chhafrul Alam Khan
Organized by: Riseup Labs
This is a training session based on "Digital Marketing" for Riseup Labs's Community Ambassadors. They have learned from this training session a basic overview of Digital Marketing, which will help them continue their Digital Marketing journey fearlessly. They have also got advanced level ideas and references to increase their Digital Marketing skills, which will help them beat the top-level competitor.
You believe it or not, the real scenario is
"Nothing is impossible if you have true wish and knowledge to find, collect, and utilize information."
- Md Chhafrul Alam Khan
So, please always try to stay connected with up-to-date information. This process will help you to overcome your issues.
Native Ads Vs Display Ads Everything You Need To Know.pdfFraction Digital
Native advertising has evolved from a novel advertising
approach to a mainstream media channel over the
past few years. While many advertisers have now
started using native advertising, it is lesser known for its
reliability to rely brand awareness.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Marketing and online advertising tips for summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.
A deep dive into the correct setup, use and delivery of facebook advertising. We will cover how to maximise the powerful ad targeting tool to ensure that your Adspend and campaigns deliver you results.
Introduction
Reaching customers is not an easy task. if you want to reach your target audience, Google’s search network or Facebook’s news feeds are the places where you need to be. According to the statistics, Facebook has 2.3 billion active users monthly, which makes it a huge platform for any user activity on the contrary Google Ads reaches billions of people every day through search, email, and other online activities. But many of the business owners still have a thought in their head about which one to pick Google Ads or Facebook Ads. Entrepreneurs usually allocate a specific budget to the advertising departments so they have to make a choice on which platform to choose. The fight between their head goes on for Google Ads vs Facebook Ads.
What is right for your business?
Should you invest in both of them?
Is it going to imbalance my budget?
Well, that’s what we want to find out. But let’s discuss the reasons for selecting either one.
The major difference between Google Ads and Facebook Ads:
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
Digital marketing, also called online marketing. It is the process of promotion of brands. Digital marketing helps marketers to connect with potential customers using the digital application. It includes email, social media and other types of digital platforms.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
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Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
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Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
16. You may not be able to reach your
followers, even if you have
something interesting to say.
17. 95% of traffic goes to the sites that
appear on the first page on Google.
Source: BRAFTON
18. You could be missing out on
opportunities for organic
search traffic.
19. To reach your leads and to continue to be present on the
platforms and networks they prefer, you need to supplement
your social and SEO efforts with online advertising.
20. Now, you may think that effective online advertising starts
with creating a compelling ad, but let’s dispel that myth.
21. You also need to find and
target the right audience.
22. The only way you’ll be able to advertise in a cost effective manner is if you
target people who are most likely to become customers down the road.
23. To establish your buyer personas, understand where they spend most of their
time online and in what context your offer might be most relevant for them.
24.
25. Journey-Based Advertising
A digital advertising strategy where you tailor
your ad targeting and ad creative to align with
the buyer’s journey
26.
27.
28. You want to create awareness stage ads focused on
addressing the problem your buyer persona is experiencing.
39. When someone is navigating to a search
engine, they’re doing research or looking
for a quick answer to a specific question.
40. Someone on a social media platform
could be using it to connect with
friends, explore their interests, share
events, or look for entertaining content.
41. In the world of search-based advertising, you’re
going to focus more on the intent of your
potential website visitors.
42. This will differ slightly from the world of social-based advertising, where you’ll
be targeting content more toward the demographics of your buyer personas.
43. Say you’re running afitness
studio named HubTheory.
It provides personal training,nutritional
guidance, and workout classes.
44. You already have a social media
strategy for Facebook and Instagram
and have even developed a pillar
pagecontent strategy for Google.
45. Your buyer persona is typically local to your
area, between the ages of 25 —35 years old,
with an annual income~$50,000.
They struggle with work-life balance and
finding time in the day to focus on fitness,
much less cook a healthymeal.
67. With digital ads, organicperformance
can benefit from:
• An increase in brand awareness
• A better understanding of your audiences across
platforms
• The creation of higher-performing content
68. Organic and paid can work
together to drivean increase
in brand awareness.
69. Ads can make up to one out of four
posts users see on Instagram.
One out
of four
Source: Marketingland
How often do ads
appear on Instagram?
70. Globally, up to 70% of users who
conduct a search on Google click a
result on the first page of the SERPs,
or search engine resultspages.
Source: Advanced Web Ranking
How PeopleInteract
With the SERPs
72. Organic and paid can work
together to understand
audiences across platforms.
73. For your ad campaigns to be
successful, you’ll need an
organic strategy too.
74. Your customers tell you that they often
first hear about your bakery from posts
on social media.
You Have a VeryActive
Presence on Facebook
75. You target ads at an audience that share
characteristics with people who have
purchased from your storeonline.
Using a
Lookalike Audience
76. Use insights from yourdigital
advertising efforts to
optimize your ad content.
77. Customer Story
Blog Post
Behind-the-
Scenes Videos
In your reporting,you see that
the videos are performing well
on organic.
The blog postis performing
much better on paid.
97. Social media advertising acrossthe
world is projected to exceed $8.5
billion around the world.
$8.5
billion
Source: Marketing Land
How Much Are
Advertisers Spending
on Social Media?
98. What Are the Advantages of Social Media
Advertising?
• Reach specific target audiences
• Variety of ad formats
• Invest in efforts that drive leads and sales
100. Unlike in organic social media where
you’re reliant on your followers, social
media advertising allows you to target
people who haven’t heard of you yet.
Social Media
Advertising vs.Organic
105. Nearly 2.5 billion people around
the world use Facebook. That’s
more than 30% ofthe
world’s population.
2.5
billion
Source: Statista
Number of People
on Facebook
106. There are three types of audiences that
you can target onFacebook:
• Core audiences
• Custom audiences
• Lookalike audiences
110. Advertising on Facebook includesa
range of ad types,including:
• Photo ads
• Video ads
• Story ads
• Lead ads
111. Facebook Lead Ads
Capture lead information
without directing people out
of the Facebook platform.
Source: Facebook
112. Instagram has over 1 billion monthly users globally. That’s alittle
less than half of the number of users on Facebook.
1
billion
Source: Statista
Number of People
on Instagram
113. There are three ways that you can
advertise on Instagram:
• Promote posts and stories directly from your
Instagram professional account.
• Create ads from your Facebook Page and
promote them on both Facebook and Instagram.
• Create ad campaigns in the Facebook Ads
Manager to access full targetingcapabilities.
114. Instagram has similar ad typesto
Facebook, including:
• Photo ads
• Video ads
• Story ads
• Ads in the explore tab
• Shopping post ads
115. Ads in the Instagram
Explore Tab
People using Instagram
Explore are exploring their
interests and discovering
new content creators.
Source: Instagram
116. Instagram Shopping
Post Ads
Shopping Post ads allow you
to include a tag that shows
the product’s name andprice
within your image.
Source: Instagram
117.
118. Across the world, 20 billion messages are exchanged between
people and businesses everymonth on Facebook Messenger.
20
billion
Source: Facebook
Number of Messages
Exchanged on
Facebook Messenger
119. Facebook Messenger Call-To- Action
in Ads
Start conversations with ads
on Facebook that include a
call-to-action to send
a message.
Source: Facebook
126. How to drive engagement with LinkedIn
Message ads:
• Deliver a targeted message with a single CTA.
• Drive stronger engagement and response than
traditional emails.
• Measure the impact of your messages.
127. Twitter has over 330 million
monthly users globally. That’shalf
the size of LinkedIn.
330
million
Source: Statista
Number of People
on Twitter
128. Ads on Twitter
Advertisers have discovered
a few niches that have high
engagement on Twitter:B2B
and ecommerce.
Source: Twitter
130. Pinterest is a unique social media
platform that’s characterized by its
300 million users who are highly
engaged and predominantly female.
300
million
Source: Pinterest
Number of People
on Pinterest
131. How to advertise on Pinterest in
four steps:
1. Pick a pin
2. Decide who seesit
3. Pay for results
4. Track what’s working
132. Ads on Pinterest
Pinterest is great for
businesses relying on
photography to sell their
products and who have a
female target buyer persona
Source: Pinterest
133. YouTube is the second largest
search engine with over 2 billion
monthly active users.
2
billion
Source: YouTube
Number of People
Using YouTube
134. Ads on YouTube
Appear before and during
other YouTube videos oras a
stand-alone promoted video
that’s displayed after
performing a search.
Source: YouTube
135. Snapchat’s 218 million users are
predominantly made up of people
between the ages of18-24.
218
million
Source: Statista
Number of People Using Snapchat
136. Snapchat offers a few ad
types, including:
• Story ads
• Sponsored tiles in SnapchatDiscover
• Augmented reality (AR)lenses
137. Snapchat Augmented Reality (AR)
Lenses
AR lenses are sponsored by a
business to create interactive
moments that users can use
and share with theirfriends.
Source: Snapchat
138. TikTok has exploded in the past few years and has reached 500
million monthly users. That’s more than double the size ofSnapchat.
500
million
Source: CNBC
Number of People
on TikTok
139. Advertising on TikTok
Promoting TikTok videos to
allow brands to build
awareness with a young
target audience.
Source: TikTok
149. For high quality, create ads that resonate
with your audienceby:
• Using language that your target audience uses.
• Using imagery and video content that is
representative of your targetaudience.
• Offering value up front and proving
relevant content.
150. For high engagement, create adsthat
stand out in the feed by:
• Experimenting with different types of ad content,
like videos or GIFs.
• Making your call-to-action visible and direct.
151. For high conversion, create ads that
have a great post-click experienceby:
• Creating a landing page that’s aligned with the
messaging and style of your ad.
• Limiting your lead generation forms to only the
most essential fields.
155. With 3.5 billion search queries a
day, over 70% of the total searches
made daily around the world are
done on Google.
3.5
billion
Source: CNBC
Google’s SearchEngine Market Share
156. People conducting a search in Google are looking for something in specific and will
click on the first result they believe is going to be the most helpful to them.
157. Advertising on Google IsProfitable
According to Google,
advertisers make $8 forevery
$1 they spend on Google
Ads.
158. Advertising on Google Keeps You
Competitive
Your competitors might be
bidding on your branded
terms, which means your
organic results are being
pushed down thepage.
159. Advertising on Google Appears First in
the SERPs
Search ads (1) appear first
in the search engine results
pages (SERPs)above
organic results (2).
Source: Google
161. Keyword
One word or phrase that someone uses to describe what
they need insearch.
162. Advertising on search platforms takes the
targeting capabilities available on social
media, like demographics and location, and
layers it with the addition of keywords.
How Search AdvertisingCompares
to Social Media Advertising
163. Keyword research is just as
important for paid ads as it is
for organic search.
164. Paid Search Advertising Example
Searching "best home
movers," shows results with
keywords like "moving
companies" and "top rated
movers.
172. Match type gives youa little
wiggle room when it comes
to your keywordselections.
173. Exact Match Type
A keyword set to exact match will only display your ad if
the search term includes that exact keyword, or a very
close variation.
174. The keyword “red men’s tennis shoes”
will not match with searches for “men’s
tennis shoes” since the search term
doesn’t include the word“red.”
Exact Match Example
176. Phrase Match Type
A keyword set to phrase match will display your ad if the
search term contains the same order of the words, but it
can also contain additionalwords.
177. The keyword “men’s tennis shoes” will
match with the search query “red men’s
tennis shoes” but will not match with
“men’s red tennisshoes.”
Phrase Match Example
179. Broad Match Type
A keyword set to broad match displays your ad when the
search term contains any or some combination or
variations of the words in your keyword, in any order.
180. The keyword “men’s tennisshoes” will
match with “red men’s tennis shoes,”
“men’s red tennis shoes,” “women’s
tennis shoes,” and soon.
Broad Match Example
182. Broad Match Modifier
Allows you to select keywords that must be included in
the search query for your ad to be displayed.
183. To deliver an ad only to people
searching for tennis shoes for men, you
could modify your broad match
keyword to“+men’s tennis shoes.”
Broad Match Modifier
Example
184. Keywords with a broad
match modifier use a plus
sign: +men’s tennisshoes
186. If you set the keyword “used” to
negative match, your ad won’t be shown
for any searches that contain that word,
such as “used tennis shoes.”
Negative Keyword
Example
190. The Core Components of a Paid
SearchAd
Up to three headlines, a
display URL, and up to two
descriptions.
Source: Google
191. Pro Tip:
The organization of your search ad components will
vary depending on the device they are being viewed
on. Keep this in mind when writing your copy.
192. For search ads, Google recommends
best practices to follow that fall
under twocategories: ad copy
and ad experience.
Paid SearchAdvertising Best Practices
193. To write the best ad copy:
• Include your keywords in your ad.
• Use specific language that matches the way your
target audience speaks.
• Include a clear and directcall-to-action.
• Give people answers to their problems rather
than posing questions.
194. To create the best adexperience:
• Include all ad extensions that make sense for your
business (Google recommends atleast three).
• Think about how your ad makes sense for users
across devices (and create separate ad
campaigns asneeded).
• Align your landing page to the copy of your ad.
198. The content on your site is not relevant
enough to compete in that space, and
it’s nota cost-efficient channel for you.
Reasons for a low quality score:
208. Got Milk?
This campaign from the
California Milk Processor
Board in the United States
ran for 20 years and featured
hundreds of celebrityicons.
Source: California Milk ProcessorBoard
209. Today, you can be an
effective advertiser even
with a limited budget.
213. The rental business is broken upinto two
segments:
• Large enterprise companies like Home Depot,
United Rental, and Sunbelt
• Independent rental shops that are usually family
owned and operated
214. Business owners started out at their parents’ shop and grew
up to take it on themselves, and now are passing it down tothe next
generation.
The Rental IndustryIs
Multigenerational
228. The Value of Understanding Your Buyer
Persona
Understanding and adapting
to whom you’re selling to will
bring insights that inspire
new campaign ideas.