No matter how measurement is structured in the future, or what changes are on the horizon in terms of technology and viewer behavior, digital will continue to lead the way to greater clarity and precision. Advertisers will have better efficiency, programmers can maximize the value of their inventory, and consumers will have a better viewing experience. And that’s a win-win for everyone.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
Posterscope out-of-home time use planningPosterscope
Time Use Planning is increasingly important in OOH especially when you consider the rise in revenue coming from Digital OOH, which in 2013 accounted for almost 22% of all OOH revenue. So this presentation explores the theme of Time Use and considers relevant Insight, OOH campaigns and creatives that have their foundation based in time use. It also identifies four important factors to consider when planning OOH by time of day such as location, activity, company and mood.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
Posterscope out-of-home time use planningPosterscope
Time Use Planning is increasingly important in OOH especially when you consider the rise in revenue coming from Digital OOH, which in 2013 accounted for almost 22% of all OOH revenue. So this presentation explores the theme of Time Use and considers relevant Insight, OOH campaigns and creatives that have their foundation based in time use. It also identifies four important factors to consider when planning OOH by time of day such as location, activity, company and mood.
Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This webinar covers the latest data, analysis and industry trends in digital video advertising. We share insights from executives at brand marketers, agencies, publishers, ad networks and technology firms. Topics include: Digital video ads—what to buy, where to buy and how to target; Common metrics for measuring success; Emerging platforms and devices, from YouTube to Snapchat, tablets to wearables; Native video—passing fad or a format that’s here to stay?
Applying data in today’s multi screen worldOMD China
Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
Discover the Posterscope's 2017 Predictions detailing how 'digital first', embracing new technologies and planning with data contributes to the evolution of OOH.
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Location - The growing importance for marketers - presented by PosterscopePosterscope
Location, and especially consumer location data, is becoming increasingly important for the marketing industry to connect with audiences and build brand recognition. Location’s role in marketing planning has been augmented by advances in
technology, infrastructure increases and new data sources.
Following qualitative and quantitative research into location’s evolving role, Posterscope published this report to share the audience targeting opportunities behavioural insight creates for business.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This webinar covers the latest data, analysis and industry trends in digital video advertising. We share insights from executives at brand marketers, agencies, publishers, ad networks and technology firms. Topics include: Digital video ads—what to buy, where to buy and how to target; Common metrics for measuring success; Emerging platforms and devices, from YouTube to Snapchat, tablets to wearables; Native video—passing fad or a format that’s here to stay?
Applying data in today’s multi screen worldOMD China
Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
Discover the Posterscope's 2017 Predictions detailing how 'digital first', embracing new technologies and planning with data contributes to the evolution of OOH.
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Location - The growing importance for marketers - presented by PosterscopePosterscope
Location, and especially consumer location data, is becoming increasingly important for the marketing industry to connect with audiences and build brand recognition. Location’s role in marketing planning has been augmented by advances in
technology, infrastructure increases and new data sources.
Following qualitative and quantitative research into location’s evolving role, Posterscope published this report to share the audience targeting opportunities behavioural insight creates for business.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...Caleb Whitmore
A presentation covering the what, why, and how for using Google Analytics as the central hub for gaining marketing insights and acting on them to drive business growth.
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The real problem
One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
1 winner per year
QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
We’re missing out on this
But…why?
TOO MANY IDEAS!
170 ideas in 3 minutes
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
Er.
We need a process
Find out what’s stopping folks from converting…
…fix it.
Thanks
I’ll be here all night
Step 1: Take these ideas…
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
…and throw them away.
Step 2: Listen to your customers and prospects
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
Gut Your gut is good. It just knows too much.
Curse of knowledge
USER TESTING
Send 3 users through your funnel
Send 3 users to your competition
Send 3 users to a HUGE company in your space
PEEK
QUALAROO
CHAT TRANSCRIPTS
SALES PEOPLE AND SUPPORT
Step 3: Use a framework to make decisions
Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The problem opportunity
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persua...Online Dialogue
Chief Persuasion Officer Bart Schutz will be keynoting about his Wheel of Persuasion on marketing & optimization conferences throughout Europe in october & november 2014:
Conversion Jam - Stockhom, Sweden
Conversions@Google - Dublin, Ireland
iLive - Riga, Latvia
Conversion Conference - London, England
Conversion Conference - Berlin, Germany
Conversion Summit - Istanbul, Turkey
Conversion Hotel - Texel, the Netherlands
At these conferences he will present his Maxima (System 1) and Willem (System 2) story and inspire you how to persuade these two parts of your customers brains. This slideset is the main slideset for each conference and is extended with extra A/B-testcases.
More info:
http://wheel-of-persuasion.com (the knowledge source)
http://online-dialogue.com (hire our team)
http://testing.agency (fast and quality A/B-test development)
http://abtestguide.com (you A/B-test workflow tool)
and http://Persuasion.tips for an overview of Bart his recent work.
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Online Dialogue
Keynote by @tonw / Ton Wesseling - CEO of http://testing.agency - he shares all the failures he saw and also made himself on analytics and A/B-testing.
Are you also questioning why your total website revenue is not exploding after you've put all those A/B-test winners live? Find the answers in these slides.
По поръчка на Argent, BluePo!nt (агенция за маркетингови консултации и проучвания) реализира онлайн изследване на тема „Медийните навици и поведение на българите“.
Auto aftermarket digital driver research studiesHouseLead Italia
The needs of aftermarket shoppers haven’t changed. There are two types of behaviors when it comes to vehicle parts and accessories purchases: Proactive drivers buy for the season, enhancement and regular maintenance, while reactive ones purchase for repairs. But what has changed?
“In God we trust, all others must bring data”. Intuition, experience and well known patterns may give us good indications of successful ideas and features, but nothing gets closer to the truth than data analysis and A/B testing. In this workshop, we’ll show how we do experimentation at Booking: what we test, how to get data through templates and JavaScript, and how we analyse the resulting metrics. We’ll live-code examples, see all potential caveats of dealing with the user tracking on the client-side, and show existent tools you can use to test your own ideas.
What is A/B testing? A SCIENTIFIC METHOD OF PROOF
WHAT IS A/B TESTING FOR MARKETING
Where do you start testing? THE DON’TS
WHERE DO YOU START TESTING?
DON’T JUST GUESS
SUB OPTIMIZE • Button colors • Small copy changes • Small layout changes • Fonts, font size
WATCH OUT FOR BUZZ • Don’t just test what the gurus say • What works for others may not work for you
PREMATURE TESTING • Testing without traffic • Before you know what and why you are testing
Where do you start testing? THE DOS
DO YOUR HOMEWORK You have to put in the work to get great results • Learn as much as you can about A/B testing • Study the great people out there • What’s their process and insights?
A framework for success The basis of a successful testing program
Research Know what to test and see the greatest improvements
DIVE INTO YOUR DATA
FIND YOUR BIGGEST OPPORTUNITIES
INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT
FORM A HYPOTHESIS By doing A, B will happen, Because of C
BUILD THE TEST
LAUNCH THE TEST VS. Control Variant
THE TEST VS. +24.01% increase in registrations!! 100% Significance
DOCUMENT AND SHARE YOUR FINDINGS Documenting all your tests and results • Increases company transparency • Helps others know where tests are going on • Makes it easier to call tests • Makes learnings available for everyone in company
REPEAT THE PROCESS AS OFTEN AS POSSIBLE
Control vs. Variant
“Only 1 out of 8 A/B tests have driven significant change.” Noah Kagan AppSumo*
“The goal of a test is to get a learning, not a lift. With enough learnings, you can get the real lift,” Dr. Flint McGlaughlin MECLABS
RULES OF THUMB FOR TESTING Things to remember when we are testing • Min. 2000 visitors • Min. a few hundred conversions • At least one full cycle > 2 week • >99% statistical significance • Keep a backlog of test hypothesis • Build next tests as the current one is running *More info at http://kiss.ly/1vF4wUc and http://kiss.ly/1Q4vTm0
Tooltips AND BURGERS
How I like my testing burger Tooltips for your testing framework
Tool Company Why do I like it? Analytics Kissmetrics Shows me my actual customers and their behavior Surveys Qualaroo and/or SurveyMonkey Easy to use/Deep qualitative insights Project Management Trello Manage my time + communicate with collaborators
Tool Company Why do I like it? Company Wiki Confluence Document initial thoughts for everyone Testing platform* Optimizely, Pardot, Adwords Easily build tests and get data Analytics Kissmetrics Let’s me confirm and verify down my funnel Company Wiki Confluence Documentation and learnings for everyone *Includes actual testing platform and tools that have testing capabilities
Not everyone likes their burger the same way How do you take yours?
Trust the process Share your leanings Stack your results A/B TESTING FOR SUCCESS
A/B Testing at Pinterest: Building a Culture of Experimentation WrangleConf
Presenter: Andrea Burbank, Pinterest
A successful experimentation program consists of much more than mere randomization and measurement. How do you help stakeholders understand the right things to measure, avoid common pitfalls, and learn to rely on A/B tests as the best way to measure a new system or feature? In this talk, Andrea will explain how building a culture of experimentation and the right tools to support it is just as important as the statistics behind the comparisons themselves - and potentially much trickier to get right.
Millward brown vermeer organizational design think brand 2014 snfVermeer
MB Vermeer partnered with Google for Organizing for Marketing in a Digital Age – a thought-leadership initiative that codified best practices and practical insights into how winning teams are organizing for the evolving digital landscape. CMO Marc de Swaan Arons presented the findings to +500 senior level marketers at the Google ThinkBrand conference this October.
A brief, high-level overview and introduction on A/B testing
- What can you test?
- Famous A/B Testing Case Studies from the 2008 Presidential Election
- The technology behind A/B testing including Javascript, jQuery
- Tools you can use including: Optimizely, Visual Website Optimizer, Unbounce, Google Analytics
- Pluses and minues to A/B testing
Auto shoppers are open to influences. Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever. While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average. Connected devices are driving greater research activity. Mobile usage has increased 35% year over year, with a focus on research and comparison activities. Video influences auto brand discovery and consideration. Video research is on the rise and online video was the #1 format for encouraging brand consideration. Dealer interaction and post-purchase experiences matter. 62% of the vehicle owners said customer service could influence future purchases.
Adstream emea ai and the future of television advertising - e bookDigital Strategist
"The television and TV advertising industries are being radically reshaped by digitisation and the emergence of video streaming technologies. We take a look at how you can utilise these emerging technologies to maximise the impact of your advertising spend."
State of Video - Mobile and Connected Devices - Geoff SpenceEric Arline
Supply continues to skew toward digital environments - most notably mobile & multimedia devices.
The buy side is catching up with digital ad spend surpassing TV in 2017 & digital video predicted to see significant growth.
Industry changes (i.e. death of flash, standardization) favorable to promote advertising revenue growth across mobile & CTV environments.
Digital advertising is also called as Internet advertising which holds internet technologies to deliver promotional advertisements to the consumers that are delivered through email, social media websites, advertising on search engines, banner ads on mobile or Web sites, affiliates programs etc.
As per the report, TV viewing habits have become more fragmented globally, with average daily watch time across linear TV and OTT being two hours and 53 minutes, and watch time on streaming platforms surpassing linear TV by 22%.
Rob Aitken: Future of TV - SXSW 2016 Panel Picker SubmissionCKasik
Visual aid for Rob Aitken's SXSW 2016 presentation "The Future of TV"
How soon can I stop paying for TV, and what services should I be subscribing to in the future? This talk will address these questions, as well as discussing the future of TV, given the recent changes in consumer demand, programmer distribution, cable offerings and the introduction of new smart devices. This will include an overview of TV economics, comparing them to more recent trends to understand how the industry may evolve. We'll also take a look at other disrupted media sectors to understand how consumer preferences and content creation costs could affect how the TV landscape evolves.
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Similar to Evolution of TV Measuring Across All Screens | Think With Google (20)
Infographic - Audience Split of TV Groups in Bulgaria
Period: Q1 2016
Covered TV Groups: BMG and NBG
Create your own infographic for free with Venngage!
Brand value of the 25 most valuable brands in 2015 ($ mln.)Argent media agency
The statistic presents the brand value of the 25 most valuable brands in 2015.
- Apple is the most valuable brand in the world with an estimated brand value of about 128.3 billion $.
- Samsung, which is the second leading brand in the world, has a brand value of about 81.72 billion $.
Brand value
Not to be mistaken with brand equity, a phrase used in the marketing industry to describe the value of brands based on the implication that the owner of a well-known brand name can generate more money than from products with a less well known name, brand valuation is the estimation of a brands total value.
Source:
Brandirectory
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
[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.
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
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. The traditional tableaux of the family gathering around the TV set after dinner may
still hold true in many households across the US, but that’s a picture that looks far
different today than it did even just a few years ago. Mobile, in particular, has caused
a tremendous shift in behavior, with the consumer journey now defined by real-time,
smartphone-enabled “micro-moments.” 90% of viewers turn to other devices like
PC, tablets, and smartphones while watching TV to get more information about the
program that’s on, communicate with others, or research an advertised product or
service. Traditional TV measurement methods have fast become inadequate to
provide a complete picture of this new, intent-driven consumer behavior.
Since AC Nielsen began tracking television viewing in thousands of US households
with panel-based measurement in 1950, the Gross Ratings Point (GRP) had been
largely unchallenged as the currency by which programmers and advertisers estimated
audience size (and established advertising rates). Yet while over-the-air or cable is
still by far how most people consume video (91% of all video, 90% of which is live),
viewership of TV delivered on digital platforms continues its lightning-fast rise: 19%
of viewers now have an over-the-top device like Roku or Chromecast in addition to
or replacing their cable set top box, with daily time spent viewing with these devices
increasing 80% year over year in Q2 2015. Video consumption using smartphones
increased 23% (2 hours and 4 minutes per month) in the same period, as did viewing TV
over personal computers -- +19% (12 hours and 36 minutes per month).
* Number of overall users by medium
** “Multimedia Device” includes viewing on an Apple TV, Roku, Google Chromecast, smartphone, computer/laptops, etc. connected to the TV
Source: The Nielsen Company, “The Total Audience Report: Q3 2015” p. 15, Table 2A
Change in monthly viewer reach
Q3 2015 vs. Q3 2014 (p2+)*
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Video on a
Smartphone
DVR /
Time-shifted TV
Video on a PC Game Console
Live+DVR/
Time-shifted TV
Multimedia
Device**
+6%+4%-11% -5% Flat +71%
3. 3
Average time spent per day
Q3 2015 vs. Q3 2014 (18+)
With the ever-greater shift to TV delivered digitally and across so many devices, and
the massive amounts of actionable data this provides, is it time to say goodbye to
panel-based ratings and the GRP? While we don’t believe the industry will ditch the
GRP for quite some time, we do believe that it will evolve drastically to incorporate
many of the strengths that come with digital viewership. A model of hybrid panel +
census measurement is emerging, in which traditional systems and methods are
melding with modern census capabilities— which will give broadcasters and in turn
advertisers a better idea of who’s watching and when, the impact of a program or
ad on individual viewers, and most importantly, allows us to tailor more personal ad
experiences.
“TV is a communal appliance and getting beyond household
estimation to personal preferences will drive the next generation
of TV viewing”
-Sean Harvey, Senior Product Manager, Google Fiber
App/Web on a
Smartphone
Internet on a PCGame Console
Multimedia
Device**
Time-Shifted
TV
Live TV
+12%+8%+18%+100%Flat-2%
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4. Census
Panel
Challenging the status quo
While traditional TV ratings continue to decline - cumulative viewership was down 8% for
2015 fall premieres overall, including a 20% decline in 18 to 24-year-olds - the $70 billion
per year in TV ad dollars continue to exhibit some modest growth. However, the ratings
decline and ad growth provide an incomplete picture as they don’t take into account the
tremendous growth in over-the-top viewership of TV content and the broader growth of
digital video.
So, while viewers are shifting their viewing behavior, ad dollars have yet to follow as
quickly, which can be attributed to the fact that brand marketing on television has been
practiced and honed for generations. The entire ecosystem—from research and creative
to planning, buying, and measurement—is a lucrative and well-oiled machine.
However, the fountain of Internet-driven audience census data is what marketers have
perhaps always craved. As Internet-enabled “performance advertising” and
programmatic buying techniques have become important tools of the trade. And this
is increasingly being made available across video and clients are challenging agencies
in terms of what data agencies can and should deliver (and when) -- changes that
agencies may not be prepared to deliver on or monetize.
While traditional ratings panels seem small in size—~50,000 people in the US (out
of a total population 300MM)—they are considered statistically sound, with a 95%
confidence level achievable with just under 800 people. Given this level of trust,
the panel-driven GRP will continue to be relied upon to provide insights on reach and
frequency. As TV delivery becomes increasingly digital and set-top boxes become fully
addressable, however, the reliance on the GRP is evolving toward a trusted “census +
panel” approach. Age and gender reach targets will become more granular; today’s fre-
quency-agnostic ratings points will transition into “frequency-optimized” reach points.
Longer-term, the viability of the GRP as we know it today is in question.
Measurement approaches
4
Panel measurement
An estimation approach where the
viewing habits of a small panel of viewers
is used to estimate what everyone in the
country is watching.
Census measurement
The ability to count and gain insights
from every individual ad that has been
delivered and viewed on a digital platform.
Measurements come directly from the ad
server or website analytics software.
g.co/EvolutionofTV
5. “There will be some conversion calculator or Rosetta Stone to
combine Internet-TV census metrics with current TV panel metrics.
This adaptation must be something that all sides can believe in
and support to enable true cross-screen TV buying and selling.”
-Anish Kattukaran, Video & Brand Measurement Marketing Lead, DoubleClick
One of the primary challenges in bridging the measurement gap is speaking the same
language, which has begun to happen on both sides of the measurement coin. “It’s really
important for GRPs to continue to extend into the digital role,” says Rany Ng, Director of
Product Management, Display, Video & TV Advertising, Google“. Being able to speak the
same language around audience demographics and GRPs is really important for us to
have any type of bridging or convergence.”
The industry is attempting to harmonize panel and census data with companies like
Google, Nielsen and Comscore amongst others leading the charge. What is clear
through these efforts is that the granularity and precision of digital measurement
is the primary driver of change. Native digital platforms such as YouTube, Snapchat,
Google Play and Hulu, plus delivery of programming through ISPs like Verizon FiOS
and Comcast xfinity, are also helping to move the TV advertising industry much
closer to census-level measurements.
Another far more complex challenge is integrating the high degree of measurability
of ad effectiveness in the digital world. “GRPs, reach, and frequency describe how many
people saw the ad and how many times they saw it. They don’t describe impact,” says
Dave Barney, TV Attribution Product Manager for Google. “When we start adding
effectiveness and measurement to radio and television, there is nothing in the
traditional language to account for that.”
Panel vs. Census:
Bridging the gap
5g.co/EvolutionofTV
6. 6g.co/EvolutionofTV
On linear TV, any ad running has a 100-percent share of voice—it’s the only thing on the
screen. But on digital platforms, ads come in all kinds of formats and several can
populate the viewer’s screen at once. “That is something that needs to be accounted
for, in terms of how comparable an ad view is on TV to an ad view in digital,” says Sanaz
Ahari, Senior Product Manager of Brand Measurement, Google. “It’s not quite apples-to-ap-
ples. That is something that needs to be resolved.”
Solutions such as Google’s TV Attribution* map users’ interactions across devices,
from smartphones to desktops, and across channels to provide a broader view
of user engagement. Advertisers can get a top-down view of the marketing mix
in combination with bottom-up, data-driven attribution—understanding the true
effectiveness of an ad with metrics such as Cost Per Attributed Click (CPAC), Cost Per
Available Query (CPAQ), cost per conversion, and conversion value. Campaigns can
be optimized accordingly.
Measurement of Internet-hosted TV content still presents its own set of challenges,
as a portion of Internet and mobile TV viewing remains unattributable or measurable
today. In a 2014 Wall St. Journal interview, Alan Wurtzel, President of Research for NBC,
cited 17% of viewing of the hit show The Blacklist happened outside the realm of Nielsen
measurement and for Parks and Recreation it was 37%. Viewing on smartphones, tablets,
computers, streaming device, or through VOD services more than seven days after air
date is likely partially—if not totally—responsible for a 5% year-over-year drop in A18-49
primetime broadcast ratings, and 10% for cable (August 2014 vs. the year prior).
Clearly, closing the measurement gap is critical to the bottom line. TV viewership
is shifting rapidly, but measurement—and therefore advertising dollars—have not
followed at the same speed.
7. Embracing the future:
Ad effectiveness & the customer journey
“I do think people will still continue to buy on audiences. But
both the importance and the emphasis will shift to metrics like
brand lift, sales lift, and view metrics to better understand the
effectiveness of their campaigns.”
-Rany Ng, Director of Product Management, Display, Video & TV Advertising, Google
Creators, networks, and advertisers are scrambling to keep pace with the seismic
shifts in content delivery and viewer behavior driven by digital technologies. Theses
changes, however, come with great opportunities to understand viewers at a much
deeper level than ever before, and reach them at all parts of the marketing funnel.
Traditional GRP measurement provides advertisers with sound feedback on what the
viewer saw. However, through census data and programmatic ad buying capabilities,
marketers can understand—with granular detail and certainty—the effectiveness of an
ad spend in driving brand awareness, favorability, intent, loyalty, and sales. And with all
the real-time data at their fingertips, advertisers can now optimize their campaigns on
the fly.
Google is approaching the future of TV measurement in a “see/think/do” paradigm.
What did the viewer see? What did they think as a result of what they saw? And finally,
what did the viewer do based on what they saw and thought? Understanding viewers
within this framework, marketers can now make better decisions at every stage of the
consumer journey.
What did the viewer see?
We can measure:
·Reach & Frequency
·Viewability & Verification
·Audience Composition
What did the viewer think?
We can measure:
·Awareness & Consideration
·Website Engagement
·Assisting Credit
What did the viewer do?
We can measure:
·Online & Offline Sales
·Cross-Device Conversions
·Customer Lifetime Value
7g.co/EvolutionofTV
8. g.co/EvolutionofTV 8
Programmatic ad buying helps marketers minimize the potential waste of a large-scale
TV buy. Rather than throwing away or discounting a percentage of impressions, these
can be monetized by the programmer with a different creative approach by the same
brand, or a different brand altogether. Secondary and tertiary audience targets can be
programmed in the same moment.
Brand managers can now think more holistically about “brand life” across multiple
platforms and in time-shifted environments. Multiple creative treatments, sequencing,
and frequency can now be part of a larger story arc. Rather than one treatment playing
during a hit reality show on a major network, an advertiser like Coke can go out and
commission dozens of ads that target the full spectrum of their customers, hitting
them at the right time on the right device with messaging geared exactly for a distinct
audience segment.
9. The local marketplace
While the idea of local TV ads conjures up images of a used car dealer or furniture
showroom across town, national brands are increasing their focus on local
TV networks. Not only do “national-local” buys provide scale and reach far more
economically than national buys, they are also effective at driving calls to action, such
as stimulating foot traffic to retailers. By 2018, more than 43% of all ads seen on local
television networks will be by national advertisers. When mobile and online are factored
in, local ad spending in the US will reach $70 billion annually.
To accommodate the growing appetite for national-local buying, Nielsen is
responding with an expansion of their Local People Meter panels by 50% in 2016,
including the two largest markets, New York and Los Angeles. When thinking of
closing the gap between panel and census reporting, however, measurement of
national-local TV buys continues to be especially complex. The aggregation of data
in multiple formats from various Multichannel Video Programming Distributors
(MVPDs) has traditionally caused slow turnaround times, though this is speeding
up as event-level ad data can now be passed directly to data brokers and forwarded
to advertisers.
9g.co/EvolutionofTV
10. Sharing, trust, and transparency
The future of TV-data measurement will only be as bright as the value it can bring
to advertisers and programmers. Closing the loop on attribution across platforms and
ensuring that we have a near-perfect, total view of the consumer will require trust and
transparency at all points in the ad ecosystem. It will also require cooperation among
platforms, hardware manufacturers, operating systems, and content providers.
For advertisers, having a dialogue with the audience is a must. TV is an ever more
personal experience—and there must be some benefit for viewers to share their
information. Advertisers need to say, “We can provide you with more meaningful
experience, if you provide us with some information about you.” A better experience
can run the gamut from more relevant and entertaining advertising to meaningful
offers, promotions, and discounts that spur the viewer into action.
Proprietary data gathering and competing standards of user tracking provide
challenges in attaining the ideal of a 100-percent view of the consumer. Apple’s
rejection of iOS apps using a Unique Device Identifier (UDID) in favor of its newer
Identification for Advertisers (IDFA) standard is just such an example. Purveyors of
TV Everywhere apps and Over-the-Top services have a very large advantage in terms
of understanding who is watching across the various platforms they control, yet
they are hesitant to share data. And holders of other data sources in the attribution
ecosystem, such as transactional information from Google Wallet and Apple Pay, are
understandably sensitive about privacy, regulation, and competitiveness.
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11. In the short term, the GRP is here to stay. Its place as the benchmark and currency for
TV advertising will likely diminish over time, as advertisers and programmers begin
to understand and take advantage of programmatic opportunities that web publishers
have enjoyed for some time. However, the GRP will continue to provide important color
and context to the overall picture of the increasingly connected, preoccupied, and
on-the-go viewer. In this role the GRP will evolve into a faster and more precise form of
measurement for TV and video content across all screens.
No matter how measurement is structured in the future, or what changes are on
the horizon in terms of technology and viewer behavior, digital will continue to lead
the way to greater clarity and precision. Advertisers will have better efficiency,
programmers can maximize the value of their inventory, and consumers will have a
better viewing experience. And that’s a win-win for everyone.
11
Measurement
TV distribution
and the cloud
Programmatic ad
technology
Internet TV
streamingReach across
screens
Viewer
engagement
Addressable
advertising
g.co/EvolutionofTV
12. g.co/EvolutionofTV 12
For publishers, programmers and distributors For advertisers & agencies
Ad server: Digital marketing platform:
Ad creative:
demand side platform:
Ad server:
Supply side platform:
Ad network:
Mobile apps monetization: Ad exchange:
Ad exchange: Ad network:
Premium programmatic video
marketplace:
Premium programmatic video
marketplace:
Content distribution partner: Media partner:
Google's video solutions