For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
How do you know how much to spend when developing a media budget for your brand? Learn the key questions you need to answer when deciding how much to allocate to your marketing budget for advertising.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
Global Trust in Advertising Report by NielsenVictor Kong
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? A recent Nielsen global online survey discussed the trust levels across earned, owned and paid advertising formats, but effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Nielsen Consumer Neuroscience research shows that highly successful ads score well on three dimensions: attention, conversion to long-term memory and emotional engagement. So how can marketers ensure that their ads stand out on these factors? In Nielsen’s latest Global Trust in Advertising Survey, we asked 30,000 online consumers which advertising themes are most impactful. The findings shine light on the types of messages they most enjoy—and not surprisingly, they often differ by region and generation.
Courtesy of Nielsen
The State of Native Advertising Disclosure: The Consumer ViewTripleLift
While marketers have essentially agreed to assume responsibility for providing transparency in order to maintain trust with the consumer, there are no definitive guidelines on what type of native advertising disclosure language they should be using. Depending on the advertiser or publisher, disclosure comes in many forms and can be as subtle as ‘Sponsored By’ to overtly direct like being labeled “Advertisement’.
In the hopes of identifying the most effective disclosure labels that can be adopted industry-wide, TripleLift surveyed over 200 U.S. consumers and gauged their thoughts on the most effective and least popular forms of native ad disclosure.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
Industry Predictions for 2014: ViewabilityUndertone
This infographic shares data from Undertone's latest Industry Pulse survey of advertisers and publishers, conducted in Q4 2013. It addresses expectations and plans for viewability measurement in 2014. Read more in Adweek: http://bit.ly/1ivvKX6
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
How do you know how much to spend when developing a media budget for your brand? Learn the key questions you need to answer when deciding how much to allocate to your marketing budget for advertising.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
Global Trust in Advertising Report by NielsenVictor Kong
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? A recent Nielsen global online survey discussed the trust levels across earned, owned and paid advertising formats, but effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Nielsen Consumer Neuroscience research shows that highly successful ads score well on three dimensions: attention, conversion to long-term memory and emotional engagement. So how can marketers ensure that their ads stand out on these factors? In Nielsen’s latest Global Trust in Advertising Survey, we asked 30,000 online consumers which advertising themes are most impactful. The findings shine light on the types of messages they most enjoy—and not surprisingly, they often differ by region and generation.
Courtesy of Nielsen
The State of Native Advertising Disclosure: The Consumer ViewTripleLift
While marketers have essentially agreed to assume responsibility for providing transparency in order to maintain trust with the consumer, there are no definitive guidelines on what type of native advertising disclosure language they should be using. Depending on the advertiser or publisher, disclosure comes in many forms and can be as subtle as ‘Sponsored By’ to overtly direct like being labeled “Advertisement’.
In the hopes of identifying the most effective disclosure labels that can be adopted industry-wide, TripleLift surveyed over 200 U.S. consumers and gauged their thoughts on the most effective and least popular forms of native ad disclosure.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
Industry Predictions for 2014: ViewabilityUndertone
This infographic shares data from Undertone's latest Industry Pulse survey of advertisers and publishers, conducted in Q4 2013. It addresses expectations and plans for viewability measurement in 2014. Read more in Adweek: http://bit.ly/1ivvKX6
Adapted from Eric Franchi's presentation "Liquid Creativity" at IAB MIXX on September 23, 2013, this deck examines challenges of mobile advertising and the "new rules" the industry needs to adopt. Eric Franchi is co-founder of Undertone.
The growth of mobile devices has permanently changed the world of digital advertising. This deck offers a quick snapshot into some of the major changes that mobile has brought us - and what opportunities this brings.
Based on key findings from Undertone's High Impact Study (http://www.undertone.com/highimpactstudy), this infographic explores what post-click consumer actions marketers can expect from high impact digital ads.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
4 steps to better engaging audiences using mobile technologyCarlos R. Guevara
Audiences want captivating and engaging advertising that's relevant to them. Something that can be done effectively using mobile technology. Learn the 4 steps to better engaging audiences using mobile technology in this free eBook.
Why is responsive design becoming increasingly popular? We explore what responsive design is, how it works, and the benefits it offers for both publishers and advertisers. In addition, we take a look at key considerations when developing responsive websites or ads.
The IAB Rising Stars: Awareness and PerceptionsUndertone
Are marketers, agencies, and publishers aware of the IAB Rising Stars? Are these units making it onto media plans, and if not, why? Undertone fielded a survey to determine where the opportunity lies with these units and what barriers to adoption exist.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
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
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
2. DO I HAVE MY AUDIENCE’S ATTENTION?
In an ever smarter but also ever more cluttered digital landscape, this is the big question for digital advertisers.
So how are brand marketers, agencies, and publishers thinking about attention today? We asked, and here’s what
we learned.
UNDERTONE VIEWPOINT:
ATTENTION IS THE NEW METRIC
The average person sees thousands of brand messages per day, but the effectiveness of most is questionable.
The key is attention: not just seeing an ad, but making the choice to engage with it. To achieve this, advertisers
are making significant changes to their digital strategies. They’re significantly shifting budgets from standard
banners to mobile, video, and native, and customizing the experiences there in order to get consumers’ attention.
Advertisers have found that context matters: advertisers are increasingly valuing great creative and the right
placements as the primary attention drivers, and it’s not a one-size-fits-all experience for each device. Meanwhile,
advertisers are also working with publishers to experiment with innovative
technologies to extend these interactive, viewer-
friendly experiences across devices.
The focus on attention is leading digital to shift
from quick delivery metrics like impressions and
CTR, towards metrics that show a brand fully had
a user’s attention. With budgets moving towards
more interactive formats, new technologies being
embraced for their interactive benefits, and success
metrics focusing on interactions and post-impression
actions, coupled with an emphasis on viewability,
creative, and placements, it’s all adding up: attention
is becoming the digital metric that matters most in
2015 and beyond. These days, more and more digital
advertisers are looking to deliver experiences rather
than just impressions.
TOP TAKEAWAYS
THE FOCUS ON ATTENTION MEANS:
Budgets are shifting to mobile, video, and
in-feed formats at the expense of banners.
Success metrics are moving to focus on
indicators that attention was paid, such as
interactions and post-impression actions.
Both advertisers and publishers need to
take responsibility for viewability, which is
a first step to gain attention.
2
METHODOLOGY: The study was fielded online from March
5 – April 1, 2015. The sample included marketers, agency
members, and publishers representing leading U.S.
advertisers and media properties from a diverse array of
industries.
760 RESPONDED: 571 agency/trading desk members, 101
marketers, and 88 publisher contacts. Respondent
incentives included gift cards, charitable donations, and
a first look at the results.
3. Native ads (in-line with content) have come onto the scene in a major way: they’re seen as the top placement choice
for mobile devices and the second choice for desktops. On mobile devices, consumers focus all their attention onto
a considerably smaller, scrolling canvas that’s taken over by content, so in-line ads become a can’t-miss format. The
focus on content has led to the growth of in-line ads, and we’re sure to see more and more ad formats that take
advantage of content—because that’s where the attention is.
TO GARNER CONSUMER ATTENTION (ADVERTISERS) AND CREATE A POSITIVE USER EXPERIENCE
(PUBLISHERS), EVERYONE AGREES THAT THE TOP 3 CONSIDERATIONS ARE:
PERSONAL/RELEVANT
CONTENT
GREAT PLACEMENT ON
THE PAG E
A DS THAT A RE VISUALLY
APPE ALING
MARKETERS AGENCIES PUBLISHERS MARKETERS AGENCIES PUBLISHERS MARKETERS AGENCIES PUBLISHERS
AND FOR PUBLISHERS, PLACEMENTS IN-
LINE WITH CONTENT ARE THE TOP CHOICE
FOR MINIMIZING ANY POTENTIAL ADVERSE
EFFECTS OF ADS ON THE USER EXPERIENCE,
ACROSS ALL SCREENS.
CREATIVE IS KEY TO ATTENTION,
BUT THE INDUSTRY BELIEVES IDEAL PLACEMENT VARIES ACROSS SCREENS.
FOR ADVERTISERS, THE BEST AD PLACEMENT TO CAPTURE ATTENTION VARIES BY SCREEN:
FULL PAGE OVERLAY IN-LINE WITH CONTENT TOP OF PAGE PLACEMENT PUSHDOWN INTERSTITIAL ADHESION PLACEMENT OTHER
SMARTPHO N E
30%25%
11%
9%
22%
2%
IN-LINE WITH
CONTENT
TABLET
28%
11%
25%
6%
10%
18%
2%
IN-LINE WITH
CONTENT
D ESKTOP
39%
19%
18%
11%
8%
4%
2%
FULL PAGE
OVERLAY
3
“EXPERIENCE IS KING. THE UNIT ITSELF
WON’T MATTER LONG TERM IF ADVERTISERS
ARE NOT DRAWING USERS IN WITH
BENEFICIAL EXPERIENCE.”
—AGENCY RESPONDENT
4. 4
It’s clear that mobile devices have consumers’ attention: on average, people check their phones more than 150
times per day. Accordingly, nearly all buyers and sellers have incorporated mobile into their digital advertising,
and more importantly, the marketplace is recognizing that mobile ads shouldn’t be just shrunken desktop ads.
To grab attention on mobile, advertisers must take into account the context of how mobile devices are used and
consumers’ relationships with these smaller, more personal screens to most effectively capture their attention.
DIGITAL’S SMALL SCREENS ARE A BIG DEAL.
O F MA RKETERS OF AGENCIES
OF PUBL I SHE R S
“[TO CAPTURE CONSUMER ATTENTION
ON MOBILE,] UNDERSTAND WHY THE
PHONE IS BEING USED AND WHY
WOULD AN AD EVEN MAKE SENSE?
THINK OF IT IN TERMS OF LEAN-BACK
VS. LEAN-FORWARD EXPERIENCE.”
MOBILE IS A PART OF (ALMOST) EVERYONE’S DIGITAL PLAN…
…AND IT REQUIRES A UNIQUE STRATEGY.
81% 93% 85%
A RE RUNNING MOBILE CAMPAIGNS
HAVE A MOBILE
SITE OR APP
AGREE THAT IT’S
IMPORTANT FOR MOB I L E
CREATIVE TO BE OPTIM I Z E D
FOR THE SMALLER, MO R E
PERSONAL MOBILE CA N VASPUBLISHERSA DVE RTISERS
96%94%
—AGENCY RESPONDENT
5. 5
As consumers’ attention shifts to new platforms and formats, dollars are following. Mobile, video, and native are
winning, at banners’ expense. Banners serve a purpose, but they’re no longer at the core of digital strategy; they
reinforce messaging, but aren’t the best way to initially capture attention. When asked why budgets have changed,
54% OF ADVERTISERS said they shifted in hopes of achieving better performance metrics. Which metrics? 74% OF
ADVERTISERS said that interactions and post-impression actions make them feel most confident that their ads have
captured attention. By contrast, only 7% CITED CTR as the factor that made them most confident in attention.
35% OF
ADVERTISER S
DECREASED T HE I R
STANDARD D I SPL AY
BUDGETS
35% OF
PUBLISHERS
SAW A DEC R E ASE
IN DEMAND FO R
STANDARD D I SPL AY
ADVERTISERS IN 2015 (COMPARED TO 2014) INCREASED THEIR BUDGETS FOR:
PUBLISHERS REPORT SIMILAR INCREASES IN DEMAND FOR 2015:
76%
ADVERTISERS FEEL MOST CONFIDENT THEIR ADS
HAVE CAPTURED VIEWERS’ ATTENTION WHEN:
OF ADVERTISERS
ARE INTERESTED
IN BUYING DIGITAL
MEDIA ON A COST PER
INTERACTION BASIS.
The ad drives post-impression actions (webpage
visits, conversions): 43%
The ad results in interaction (user engaged with
features within the ad): 32%
The ad was clicked: 7%
BUDGETS ARE SHIFTING & SUCCESS METRICS ARE EVOLVING:
MOBILE, VIDEO, NATIVE ARE IN, BANNERS AND CTR ARE OUT.
MOBILE
76%
MOBILE
79%
VIDEO
76%
VIDEO
75%
NATIVE
58%
NATIVE
75%
“I THINK CONSUMERS NOTICE [STANDARD
DISPLAY ADS] LESS BECAUSE THEY’VE
GOTTEN USED TO THEM. THE CHALLENGE
IS TO CREATE ENGAGING ADS.”
“[WE HAVE] REFINED [OUR] APPROACH TO
MEDIA. [CAMPAIGNS ARE] NO LONGER
DRIVEN BY MERE MESSAGING, [THEY ARE]
DRIVEN BY EXPERIENCES.”
—MARKETER RESPONDENT
—AGENCY RESPONDENT
6. 6
WEB TECH’S ADVANCEMENT IS EXCITING,
BUT BUYERS ARE CAUTIOUS.
Advertisers are excited about innovative webpages and ad formats, but they’re also cautious as these new placements
come with unproven performance and increased pressure from clients. It’s telling that both advertisers and publishers
are looking at these new techniques with a view to improvements (more creativity in messaging, viewability, better user
experience, innovative formats) that are geared toward gaining attention. Responsive design has by now gained a firm
footing; infinite scroll is much newer, but already seeing significant adoption which we expect to grow.
WHAT ARE THE TRENDING TECH ADVANCEMENTS? RESPONSIVE DESIGN AND INFINITE SCROLL.
RESPONSIVE DESIGN
PUBLISHERS
INFINITE SCROLL
PUBLISHERS
79%
17%
5%
CURRENTLY USE
44%
29%
27%
HAVE NO
PLANS TO USE
CURRENTLY USE
PLAN TO IN THE
NEXT 12 MONTHS
HAVE NO PLANS TO USE
IMPLICATIONS OF EVOLVING WEB DESIGN, SUCH AS INFINITE SCROLL AND RESPONSIVE DESIGN, ON
ADVERTISERS’ DIGITAL STRATEGY:
MORE PRESSURE TO ADOPT
INNOVATIVE FORMATS
ALLOWS FOR MORE
CREATIVITY IN MESSAGING
INCREASED CONFIDENCE
IN VIEWABILITY
BETTER CHANCE AT BREAKING
THROUGH AD CLUTTER
ABILITY TO REACH
MORE VIEWERS
74% 73% 70% 66% 58%
IMPLICATIONS OF EVOLVING WEB DESIGN, SUCH AS INFINITE SCROLL AND RESPONSIVE DESIGN, ON
PUBLISHERS’ MEDIA SELLING STRATEGY:
BETTER USER
EXPERIENCE
83% PROVIDE AD
OPTIONS THAT MAY
BE MORE SITE
DESIGN-FRIENDLY
83% ABILITY TO MEET
GROWING DEMAND
FOR INNOVATIVE AD
FORMATS
82% OPPORTUNITY TO
MONETIZE SITE
INVENTORY MORE
EFFICIENTLY
74% INCREASED
CONFIDENCE IN THE
VIEWABILITY
OF MY MEDIA
74%
A MORE INTERESTING
AND ENGAGING
ADVERTISING
EXPERIENCE FOR
THE CONSUMER
74%
INCREASED
INVENTORY VIA
MORE IMPRESSIONS
60%
7. 7
ARE YOU FAMILIAR WITH THE IAB GUIDANCE ON CAMPAIGN VIEWABILITY THRESHOLDS?
VIEWABILITY ≠ ATTENTION
AND IT’S EVERYONE’S RESPONSIBILITY.
Publishers feel the market’s fixation on viewability is imbalanced and misguided, and it looks like they may
be right: the great majority is mandating viewability, but less than half of marketers even understand what it
means, and very few on the buy-side are confident that viewability means attention has been captured. So
while viewability is a key stepping stone to attention, it’s not a solution in itself. Viewability gives advertisers
the opportunity to capture attention, but the right creative, format, and placement are needed in order to take
advantage of that opportunity.
MARKETERS
48%
AGENCIES
69%
PUBLISHERS
80%
86%
9%
ADVERTISERS WHO WILL
MANDATE A VIEWABILITY
THRESHOLD FOR THEIR
BUYS IN 2015
ADVERTISERS WHO SAY
VIEWABILITY IS THE
TOP FACTOR IN MAKING
THEM CONFIDENT
THEY HAVE CAPTURED
ATTENTION
YES
“VIEWABILITY DEPENDS IN PART ON
THE QUALITY AND WEIGHT OF CLIENT’S
ADS, SO THESE NEW STANDARDS HOLD
PUBLISHERS ACCOUNTABLE FOR FACTORS
THAT WE CAN’T ALWAYS CONTROL.”
—PUBLISHER RESPONDENT
“I THINK THAT VIEWABILITY SHOULD BE
POSITIONED AS AN EQUAL ISSUE FOR
BUY-SIDE AD TECH AS PUBS.”
—PUBLISHER RESPONDENT