MKTG380 Exam 2

Ad Age - Stepping into the Future: 5 Key Trends Article Summary

A rapid evolution in media Landscape has opened many opportunities for Marketers, but also increased complexity. In 2017, digital has eclipsed TV ad spending for the first time. The two likely explanations for this are targeting and measurement. Digital advertising has offered targeting of precise audiences and detailed measurement of campaign performance where TV traditionally has not. The following five key trends are anticipated to have the most significant impact on marketing. 1. The shift from one screen (TV) to truly multi-screen entertainment . This means that advertising needs to follow the consumer - across whatever devices they use to view content. Advertisers will want to be able to serve, sequence and measure advertising seamlessly across screens and platforms. With this change, we will also likely see new ad formats (shorter ads, interactive ads) and growth in brand integration into content. 2. Moving from contextual-based targeting to audience-based targeting. The TV advertising ecosystem has to evolve to survive the competition from digital alternatives, and it is. Part of that evolution is the birth of targeted TV advertising. Data-driven and addressable TV advertising are on the rise because both give advertisers a more effective way of reaching their true target on TV while also being able to attribute ROI through the entire marketing funnel. The next phase is cross-screen addressable advertising, tying TV to digital and mobile. There is tremendous opportunity to scale and deliver integrated advertising campaigns to the same target audience at home and on the go. 3. The rise of programmatic advertising. Refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It's using machines to buy ads, basically. 4. Integration of brands in content. While the growth of content consumption has mostly been positive news for advertisers, there is also growing consumer demand for ad-free programming. A marketer's solution to non-interruptive-based advertising must be two-fold: First, make advertising more relevant. Second, expand native-based advertising, which integrates brands directly into content. Branded content is any content produced by a brand that supports the brand's marketing objectives while aiming to provide something of value to audiences—typically by entertaining, informing, and/or educating. This means that rather than having brand messages only be advertising, it can be woven into the content and the experience itself. 5. Development of virtual reality and augmented reality experiences. While virtual reality (VR) and augmented reality (AR) have been talked about for decades, they are finally a reality for consumers and marketers alike. As headsets and software have become more affordable for consumers, marketers are ready to take to these new platforms to deliver truly immersive environments, which evoke a 27% higher emotional engagement than 2D environments.

Influencer Marketing (Continued)

$2 Billion spent on influencer marketing in 2017. Highest percentage of brands using influencers are Fashion, Food and Beverage, and Beauty Companies. Most Influencers are feamle 25-34. Most influencers want free products/services.

Mobile Advertising via Video

- Fastest growing ad format topping even native ads: (Ads that don't look like ads, content marketing). - Offers possibilities to engage users, take their full attention and induce social shares. - Video is the primary channel to reach our to millenials. - Fastest growing form of video ads are micro-moments: Fast and short but tells a compelling story. - Will not eclipse TV usage for watching video yet, but TV will decline and Digital Video will increase 4X.

5 Reasons Programmatic Targeting is best:

- Improved ad performance/ROI - Cost efficiency and transparency - Better control and management of data and targeting. - Enhanced real-time optimization capability. - Full accountability and focus on brand goals.

Programmatic Targeting

- Using technology to buy and sell ad space to advertisers. A way for media companies to sell ad space to advertisers. - RTB (real-time bidding) allows you to customize your media buy to the specific prospect you are trying to reach without 'wasting' valuable dollars trying to target the wrong prospects. Getting the Right ad, to the Right person, at the Right time. Much more cost efficient than traditional media buying.

What is the future of digital video? its evolution?

- Video will converge TV and Digital, creating direct links between content creators, advertisers, and consumers. - Specific standards for video need to be developed and implemented. To be effective, Marketers will need to be respectful and positive when communicating messages . - Utilization of more live content.

Radio's advantages over Television for DR

- better targeted - offers a lower media cost for similar time periods as TV. - All about "Habit" - Radio listeners are more consistent on their choice of station than TV or digital users. - More benefits-oriented and less impulsive

Elements Of A Direct Mail Kit (DMK)

1 - The Outer Envelope - Teaser Copy - Benefit Teaser - Offer Teaser - Curiosity Teaser 2 - The Letter - Key Attributes - Opening Sentence - Call to Action - Post Script 3 - The Brochure - Compliments the letter - Helps reader visualize the product 4 - The Response Devices - How the reader can contact the Direct Marketer - Must be clear, convenient & easy to complete - Effective Direct Mail usually provides more than one way for the recipient to respond.

5 Most Common SEM Cost Models

1) CPM - (Cost Per Thousand Impressions): Paying Google to plaster your ad all over various websites, whether viewers see them or not LEAST EXPENSIVE 2) vCPM - (Viewable Cost Per Thousand Impressions): Same as CPM, EXCEPT the Ad will definitely appear within the viewing sphere of users MORE COSTLY BUT HIGHER VIEW ABILITY 3) CPC - (Cost Per Click): Advertisers only pay when the user clicks on your Ad. 4) CPV - (Cost Per View [Video]): Same as CPC, but advertiser pays only when video is watched or scrolled around. 5) CPA - (Cost Per Acquisition): Advertiser only pays when the user has taken some transactional action such as making a purchase or singing up for a newsletter MOST COSTLY, BUT MOST ACCURATE

3 ways to optimize your Email Marketing

1) Create Subscriber Segments: - Create unique marketing campaigns for each different segment. 2) Test Different Campaign Elements: - Test elements of a campaign on small samples before deploying to the rest of your list. 3) Clean Your List: - Monitor Unengaged subscribers are remove them from your list. - Unengaged subscribers are deflating your performance metrics.

Keyword Strategies

1) Direct Marketers must have insight into the user's motivations, needs, and wants - mine data from your own website - match keywords to specific products/services - Include synonyms, phrases, and miss spellings 2) When bidding, the Direct Marketer chooses... - Keywords & Phrases - Targeting Considerations - Maximum Cost Per Click (CPC) - Maximum daily, weekly, and monthly Budgets

E-mail Direct Marketing Campaigns

1) Faster Distribution 2) Immediate Responses 3) Easier to produce than Direct Mail 4) Far Less Expensive 5) Response Rates are Significantly Higher

How Googles Search Engine Actually Works!

1) Google uses software programs called "SPIDERS" that 'crawl' through google's tracked portion of the web in search of keywords to build their index. 2) Google adds the keywords and other relevant data to its own Internal Search Database/Index. 3) When Users make a search, they are simply accessing Googles Index and doing a database query search. 4) Google's proprietary Algorithms rank indexed files on their database in nanoseconds to answer user's search question. 5) Internal Algorithms rank various web pages based on the SPIDER-Identified keywords, relevancy, and credibility of content author. 6) Based on Analysis, Google provides Users with a prioritized listing of appropriate websites.

3 Types of Banner Ads

1) Static Banners: LOWEST CTR 2) Animated Banners: 3 frames minimum. Similar to Direct Mail piece. 3) Rich Media: Interactive Banners, Most Costly but MOST EFFECTIVE.

5 Tips for the BEST Keywords on AdWords

1) Think like your Customer: what words would they use when searching for your product. 2) Organize your Keywords by Theme: different themes for each product line - Eg: Boots = Rain boots, High Fashion boots, Booties 3) Be specific in you Keyword Selection: Google believes successful marketers use 5 to 20 keywords per Ad Category. 4) Utilize Negative Keywords: So you don't get clicks for words irrelevant to your business from non-potential customers. 5) Utilize Google's Keyword Planner: this database enables you to store/reference keywords and also estimate number of clicks and budgets.

Video on Mobile is The Fastest Growth Rate of All Digital Ad Formats, but WHY VIDEO?

1) Video increases the viewer's experience and emotional connection with brands 2) It engages the viewer far more than traditional ads. 3) Enables advertisers to target much better than traditional TV. 4) Video is the most powerful tool that marketers can use to deliver a message to their consumers. 5) Video provides marketers with a high level of customizability for their message to specific customers.

5 Key Variables for SEO

1) Words Matter 2) Page Titles Matter 3) Links Matter 4) Words in Links Matter 5) Reputation Matters Search Engines only read HTML They Look for "Natural Writing": - Keyword Prominence - Keyword Density - Keyword Proximity

7 Reasons FB Ads are So important to DM

1. Heavy user base 2. Heavy consistent usage 3. Paid Ads over Organic 4. Targeting and ReTargeting 5. Lookalike allows for attribute pinpointing 6. Call Buttons on Mobile 7. Analytics tool makes tracking easy.

To more rapidly increase the utilization of mobile for online purchases, marketers must improve in these 4 areas.

1. Improve the user experience on their mobile sites. 2. Ensure Smooth integration with mobile wallets. 3. Offer better privacy. 4. Ensure an easier checkout process.

Television Terms

1. Multi-Channel Video Programming Distributor (MVPD) 2. Pay TV (Cable and Satellite) are MVPDs 3. Video On Demand (VOD) - From Cable Network directly 4. Connected TVs (CTV) 5. Over The Top (OTT) Services - internet driven 6. Direct-To-Consumer (DTC) - Netflix, AMAZON, Hulu... 7. Streaming Video On Demand (SVOD) 8. Broadcast Television (Over the Air) 9. Cord Cutters 10. Cord Nevers 11. Skinny Bundles (SlingTV) 12. TV Ratings Systems (Reach, Frequency, GRP & CPP)

Article: What Needs to Come First for VR to Take Off - Summary

1. Overall, what is the "big picture" of this article? The Future of Media and VR Content. 2. What is meant by the term a "race to the center?" what might it look like when viewers and stories are unbound from the confines of a two-dimensional screen? This "race" Martin reference is also the make-or-break question the VR industry faces as it looks to hit a critical mass. But what needs to happen first is the "chicken-and-egg" question: mass hardware adoption or the creation of compelling content? 3. What did an IDC survey find were the main hurdles preventing/delaying consumers adoption of VR? lack of content coupled with high costs stands as the main hurdle for 64 percent of potential headset buyers surveyed. 4. Why are media companies and brands holding off on creating more VR Content? Experts are still debating whether hardware or content will be the trigger point for VR. You can't create good content if the hardware isn't fully developed. Also, who wants to create good content when VR headsets aren't super popular yet because they are hard to attain. Soon with the emergence of affordable headsets and making VR more accesible than needing a very powerful PC, good content will inevitably come. 5. What is the goal of Playstation's "FEEL THEM ALL" TV & digital campaign? PlayStation's campaign, "Feel Them All," shows what it's like to play VR games. "It's really challenging to explain virtual reality and what the expectation is when you put on the headset. Sony, Samsung, and Facebook all ran ad campaigns in 2017 aimed at raising VR's profile while explaining its immersion factor. But even that effort was limited given the promotion's two-dimensional format. 6. What do marketers ultimately believe will inspire consumers to love VR? "The mass consumer isn't going to love VR for the sake of VR. They're going to love it because the things that they already love can be found there."

Key Factors Impacting Email Response Rates

1. Personalization - Greatly enhances open and click rates. 2. Format 3. Subject Line 4. Time of Day 5. Length of Text 6. Layout 7. Call to action

Internet's Application for a Direct Marketer

1. Sales & Marketing Channel 2. Distribution Channel 3. E-Commerce 4. E-Customer Care

3 Key DRTV Ad Categories

1. Short Form :30, :60 & :120 second ads - Problem, Solution, Clarity, Credibility, Call to Action 2. Full Break (Midsize) 3 to 5 Minutes - allows efficient time to effectively educate consumer on brand benefits, value proposition. 3. Long Form Infomercials - less than 30 minutes - Key messages can be reinforced from multiple perspectives (e.g., rational/emotional) and from different viewpoints (e.g., customer testimonial, internal expert, outside host/expert) - Calls to Actions (CTA) separate each solution.

Stepping into the future: 5 Key Changes

1. The shift from one-screen TV to truly multi-screen entertainment 2. Moving from contextual-based targeting to audience-based targeting. 3. THE RISE OF PROGRAMMATIC TARGETING 4. Integration of brands in context. 5. Development of virtual reality and augmented reality experiences.

Mobile is Attracting the MOST growth in Ad Spending

12% cumulative annual growth rate for mobile Desktop and Mobile Search DOMINATE all categories of digital ad spend, with Mobile making up the VAST majority. Over the next 5 years, MOBILE SEARCH and VIDEO will be the leading categories for Digital ad spend. With VIDEO being the PRIMARY driver of growth. All mobile ad formats are expected to increase in coming years, buy share will continue to shift to video.

Effectiveness of Product Ads on Facebook

7.2% say Very Effective 24% say fairly effective 26.8% say they don't recall every seeing product ads. Discount Offers seem to be the most effective way of generating a high CTR, with Videos being surprisingly low.

User Generated Content (UGC)

A big source of social input for advertisers is UGC. Effective UGC can generate 6.9x higher engagement than brand generated content on Facebook.

Google PIXELs

By Placing a pixel onto the clicked ad, the digital marketer can follow the shopper throughout their web browsing experience onto other sites.

Biggest Challenge for marketers using Social Media

Accurately measuring User engagement and Determining an accurate ROI.

AD-BLOCKERS

Ad Blocker companies are... - for profit - don't care about ethics of advertising - Claim to be libertarians, but are trying to make $ - Impeding communications between marketer and consumer. Ad Blockers create a "WHITELIST" of ads that they allow pass through and other not. Big Web publishers pay Ad Blockers to let their ads pass - "Pay to Play" MAJOR ECONOMIC THREAT: Huge Predicted Economic Loss From preventing Advertisers from Communicating with Consumers. $20 Billion in US and $41 Billion in 2016 alone. The Ad-Revenue Model for online businesses and websites is starting to decay because businesses can't monetize their web traffic if users have Ad-Blockers on. Costing the industry a lot of money. If trends continue, as high as $12 billion can be lost by the industry by 2020, which disproportionately affects publishers that are not google or facebook becasue they're already pulling in fewer ad dollars.

Print Media Marketing

Advantages over Digital: Paper Readers Remember More Direct Mail Response Rates Are Almost Twice As High From A HOUSE LIST Versus a Rented Prospect List. Although Numbers Are Declining, A Significant Number Of HH Still Read Or Scan Direct Mail Although Millennials Put Less "Trust" In The Value Of Direct Mail, A Substantial Portion Responds Favorably Towards It DMA: Adding a person's name and full color in the direct mail can increase the response rate by 135% Among all Direct Mail formats, Postcards are the most likely to be read

Amazon Ecommerce Platform

Almost half of all online product searches now start on Amazon Big Advantages: 1) Higher Sales - can use discounts or personalized offers to existing members to achieve higher conversions. Diverts online sales volume away from competitors. 2) More Valuable Customer Insights - Amazon has masses of Shoppers' search habit data, which is valuable in creating personalized ofers, and delivering insights to ad partners. Jeff Bezos says: - Think Long-Term - Put the Customer at the "Center of the Universe" - Have a passion for invention. Bezos's Philosphy of helping small businesses: AWS - Amazon Web Services Amazon Advertising

Landing Pages

An ideal marketing tool for unique Direct Response Programs/Campaigns. Specialized Web page/Group of Web Pages Focused on Specific Offer Focuses on Objective, to get User to take a specific action quickly (multiple "Calls to action") the "Look" of page should be in sync with the promotion. Created for Search, Banner, and Email Ads Utilize Customized URLs

Marketers are not yet comfortable with Mobile Ads Study results show that mobile advertising is the biggest pain point for marketers.

Because of this, much of the advertising done on mobile is done incorrectly and is leading to many consumers complaining about the user experience. Smartphone users are complaining of ad clutter and interruptive ads. Because of this Vertical Videos and content marketing is taking precedence over banner type ads for mobile devices. This explains why mobile video advertising is expected to grow the fastest.

Banner Ads

Been around for 24 years, everyone hates them. Avg. CTR is 0.06%. We are served more than 1700 banner ads/month. Viewability: Banners that are never actually seen Click Fraud: Websites that fake clicks on banners Bots: Automated scripts that scour the web and click on advertiser banners. Viewer Fatigue: We have learned to ignore banners. Ad Blockers: We try to avoid unwanted banners. Even with all these issues, they are still heavily utilized. Banners are the SECOND LARGEST Digital Ad expenditures, behind Search.

A HIGHER CALLING: Article Summary

Big Picture Goal: My ambition is to reinvent what advertising looks like. Not just to reduce the commercial load— although that's important—but to reinvent it. Comcast spent the years after acquiring NBCU in 2011 working to unify audiences across screens and devices, developing data-targeting capabilities and building tools to measure results of addressable campaigns. They were unsuccessful in their attempt.

Blogs and Blogging

Blog = Web Log Blogger credibility versus traditional journalists are questioned. Direct Marketers often use Blogging / Content Marketing as a great way to saturate Cyberspace with Keywords for Search (SEO). Well Developed (worded with many keywords but not stuffed) Blogs enhance SEO positioning for Direct Marketers.

in 2018, Most Online videos are watched on YouTube, Facebook, and Snapchat Can 3 second viewing be considered legitimate Advertising?

Both Facebook and Snapchat count 3 seconds of viewing as a video view, while YouTube counts 30 seconds of viewing as a video completion. Facebook accused of misleading brands into thinking it was a livelier video platform that it actually was by inflating the average viewing figures. It did this by counting only 3 seconds of video playtime as a view.

Facebook And Google

COMPLETELY DOMINATE Digital Ad Spend with 80% of US market share in 2018.

Marketing Advantages of Cable / Satellite (MVPD) versus Broadcast TV

Cable / Satellite audienc is highly defined: - Operators know who their customers and subscribers are via billing info Demographic & Psychographic info is also shared with Advertisers They offer far more special Interest programming than Broadcast television - Enhanced targeting

3 Areas where Influencer Marketing Needs Further Development: Article Summary

Can brands trust influencers? Can influencers trust brands? Can consumers trust influencers? The answer is yes, however, there are three key areas in which trust is starting to be eroded. 1) Fake Followers: - You cant influence and audience that doesn't exist. 2) Undisclosed Advertising: - many think that disclosing something was published because of the payment by a brand would lessen the influence of that post. - Influencer marketing is now something that is understood and accepted, and so long as it's truly suitable and authentic, then audiences expect influencers to collaborate with brands. Not disclosing these collaborations now also runs the greater risk of eroding consumer trust. 3) Inauthentic Collaborations: - A collaboration that just doesn't make sense or where one party has dominated control to the point that you can't tell it's a collaboration. - Relevancy is everything when it comes to influencer marketing and authenticity is what helps drive relevancy. When you think about two brands collaborating well, you think about collaborations where it makes sense, where both parties come together with similar principles and ideals. Without that, audiences can pick up on the inauthenticity and will switch off.

Power Digital Marketing - 2018 Best Places to Work Article Summary

Company took proactive role in developing culture. Culture committee meets once a month to brainstorm ideas and create themed events like "bring your pet to work" day, birthday celebrations, and monthly social get-togethers. Has a generous benefits package with pet insurance and healthy eating programs. Power Digital Marketing Specializes in data-propelled digital marketing through core service offerings: Content Marketing, SEO, Paid Search, Public Relations Outreach, Web Development, and Social Media. ROI is at the core of offerings. Helps employees gain experience outside Digital Marketing too, by proposing a general business education program. THIS ACTUALLY SEEMS AMAZING

Duopoly Share of US Digital Ad spend

Consists of ad revenues from Facebook and Google. Together, the digital duopoly will account for a whopping 85% of digital ad revenues in the US.

Cord Cutting Summary - PRICE MATTERS

Despite the growth of cord cutters/nevers, MVPD HHs represent 83% of all TV HHs. Future CC/CN growth is not forecasted to come at the expense of MVPD HHs, but rather as an additional service. Across generations, including Millennials, the majority of video viewing is with Television. The decision to cord cut is tied to income, and not the result of a Millennial generational shift in attitudes towards media consumption. Many Millennials re-engage with MVPDs as their lifestage and income mature. The shift away from MVPDs towards streaming is unequivocally rooted in cost considerations, not driven by the original content streaming services provide. The viewer's desire for "customization" and fexibility is based upon the belief that it will yield cost savings, which may not always be the case.

Average Daily Time Spent with Media from greatest to least

Digital TV Radio Print Other

Why TV and Digital Are the Perfect Couple: Article Summary

Digital Marketing Problems: - online media's lack of transparency creates fraudulent data. (bots, ghost sites, purchased traffic, ad stacking, to name a few) - as advertising opportunities increase, the ability to track, manage and optimize ad spend becomes more difficult. - digital waste created from ineffective campaigns that suffer from insufficient data. TV Advantages over Digital: - trust (between the viewer and the marketer), - reliability (for delivering the kind of stickiness and awareness every brand craves) - greater recall (more so than any other device). When Combined: According to a 2016 study from Analytic Partners, we now see a 60% increase in ROI when TV ad spends is combined with digital. TV and digital are the ultimate power couple, one that will always deliver the most efficient and lucrative bang for your buck. Why would you want to break that up?

Most Desired Types of Audience Engagement

Digital Publishers most desire SHARED and EARNED Media

Which Marketing Channel Gives the Best ROI??

E-mail Direct Response!

Marketers Teach Old Email New Tricks: Article Summary

Email has been beating every other marketing platform for years now, and I see email continuing to be the leader. Vimeo uses email to highlight staff picks, as well as communicate features creators might not be aware are available on the platform. In addition to getting more personalized, emails are looking sharper lately. Newer email programs support more elaborate style code, and savvy designers can build messages that consistently look good everywhere from aging office PCs to the latest iPhone. Anytime we see even basic personalization, like gender or age group, we see lifts of sometimes [200 percent] and 300 percent on conversions. Artificial Intelligence is being used to ensure they don't alienate their email recipients.

Successful Social Media Marketing Includes: 4 ways to generate...

Evaluation of all media types in conjunction with each other, not individually. AND... 1. PAID Media - Purchased 2. OWNED Media - Original content 3. SHARED Media - Content users share 4. EARNED Media - Content with high perceived value. *POSE* acronym

Search Engine Optimization (SEO)

Even with all this paid Advertising, Organic Searches still yield the best results. When it comes to driving users to a website, nothing beats organic search. Search is the best way for customers to find you, so it is important that your website is properly positioned to drive traffic from organic searches, and in comes the importance of SEO. SEO enables Direct Marketers to get high rankings for their website WITHOUT PAYING. SEO requires a thorough understanding of how bots search the web.

Facebook Privacy Issues

FB is not using your phone's microphone, but is using third party vendors to track your purchasing history (like AXIOM). They are tracing your location history as well. Facebook pixel also traces your digital search history throughout the web. Privacy issues have critics raving to NIX the PIXEL!

Facebook Advertising

FB works because it makes the marketing process simple, well targeted, and cost effective. allows targeting based on specific traits: age, gender, location, interests, device, to name a few. Targeting can be as broad or as narrow as you choose. Custom audience enables you to communicate with your existing customers and web visitors while using FB. Lookalike Audiences enables you to target prospects who are not yet your customers, but who possess very similar traits to your existing customers.

TV rating Systems

FLIGHT PERIOD - duration of ad campaign on TV (# of days or weeks, ad will run) REACH - Percentage of targeted audience that the ad will be viewed by throughout its flight period FREQUENCY - The average number of times that the targeted audience member will see the ad during its flight period GROSS RATING POINT (GRP) - Reach times (x) Frequency = GRP COST PER POINT (CPP) - Ad campaign cost divided by GRPs

Facebook gets Symbolic Fine for Cambridge Analytica Scandal: Article Summary

Facebook fined $645,000 by U.K's privacy regulator for "serious" violations of data protection rules. The ICO (Information Commissioner's Office) said that between 2007 and 2014 Facebook unfairly released user information to application developers without informed consent. Millions of users information may have been misused, found to be in the possession of Cambridge Analytica, a consulting firm working with Trumps election campaign. Facebook also failed to check on app developers using its platform, leaving millions of users' personal information vulnerable.

Occulus Rift

Facebooks attempt to bring VR to the Masses.

Most Users Spend their Time on Mobile Devices over Desktop

For Advertisers, this fact means ad spend follows the attention. Which is why Mobile Ad spend is dominating. Mobile includes time spent on smartphones and tablets. Smartphones are more capable now, resulting in limited use of desktops.

Trying to Solve SNIPPET Problem

Google expanded their featured Snippet into a MULTI-ANSWER Snippet, in cases where multiple answers are required to better answer a user's search query.

Algorithm Based Ad Targeting Google "SNIPPET"

Google places the Right Ad at the Right Place/Time using its Algorithms. Called GOOGLE ADWORDS. SNIPPETS (previously named Quick Answers): - Before we would see organic listings pop up first in the SERP (Search Engine Response Page). - Now, SNIPPETS create an advantage by giving users a taste of the content before clicking on the link. This is a featured (Paid) option for websites. - This Stand-Out sees higher CTRs (Click-Through-Rates) than its standard link competitors. Creates a large opportunity for brands.

Problem with Google SNIPPET

Google wanted to be the "Oracle" to answer all questions. The PROBLEM is that for google to do this, it had to stop using its internal "Knowledge Graphs" and instead consult outside internet sources for answers. in many cases, This lead to inaccurate or "wrong" results of information. Google is okay with the occasional error because it wants to be users source for all information, whether the information is right or wrong.

Keyword Stuffing

If an advertiser uses keywords too often, it will result in diminishing returns and potential penalties from Google.

Snapchat's Newest Ecommerce Experience Brings Together Levi's, Disney, and AR: Article Summary

In its latest attempt to stitch together Augmented Reality with e-commerce, Snap is offering shoppers at a specific location at DisneyWorld a limited-edition Disney hat directly on the app. Users who scan a snap-code at the Levi's store will activate a filter to "try on" the hat that features mickey mouse. The filter includes a "shop now" button to buy it off the app. People who unlock the snap-code will be able to share it with friends and family so that users are not tethered to the physical location. Snap says they pursue innovation by creating unique and immersive experiences with consumers. They were able to marry the physical, the digital, and to social side of things into one experience. Getting brand on the Augmented Reality Train is important for Snap. Though Snaps overall user-base declined in its most recent report, its revenues increased. During the earnings call, the companies AR game was used by 80 million users, a sign that its users like experimenting with new Augmented Reality Formats.

With the internet, EVERYTHING changed!

In the digital world, Users/consumers are now in control. The internet now allows marketing communications to have immediate global reach, and enables information based dialogue and sharing amongst peers. Direct Marketers now have ANALYTICS, where marketing expenses can be tracked and compared to projections.

Instagram's Future as a Social Commerce App Looks Murkier than Eve: Article Summary

Instagram is turning into a leading contender in the social commerce space, as brands now have the ability to thrive and create whole businesses. Instagram's future as a social shopping hub is restricted because it has few tool to monetize the platform. Commerce sites are struggling to become a fun discovery experience, and social networks are struggling in being a transactional commerce experience. There needs to be a tighter integrations between the two. Goldberg argues, Instagram needs more partnerships like snapchat's deal with Amazon to create a visual search tool. Instagram also needs better tracking pixels for marketers to understand their ROI. Influencer Marketing Campaigns will grow even more. For now its a wait and see game where Instagram goes. None of these social media platforms were built for social commerce, so its still a developing space.

Instagram Shoppable Photos

Instagram's new shoppable photos are a glimpse at it's e-commerce future. These photos have a white icon tag on certain items that reveal they are available for purchase and gives you a price. Clicking on the link takes users to the product description page at the retailers website from which the item can be purchased. Brand partnerships are made already and Instagram plans to expand this feature globally.

WAS a 4 Screen world - Now 7 screens

Just 6 Years ago, Digital was a 4-Screen world. #5 became google glass but kinda tanked. The 6th screen goes around your wrists (SmartWatches) and is nearly solidified as a medium. The 7th screen has three variations: 1) Augmented Reality 2) 360-degree video: Video ads using 360-degree technology drive 7% higher purchase intent on smartphones, and a 12% increase in the belief that a brand has a "unique story to tell" when compared to traditional video ads. 3) Virtual Reality: Immersive video formats can help publishers solve the digital duopoly problem (Google and Facebook Market Domination), while also providing marketers with a platform that reaches consumers on mobile. • In addition, immersive video isn't annoying or intrusive, which means it's less likely to succumb to ad blocking. In fact, immersive video has been proven to increase consumers' emotional responses and engagement rates. Advertisers Are Looking To Increase Their Utilization Of The New Formats like these in the years to come, But Are Quite Uncertain About How To Use It.

Factors Preventing Purchases on Mobile Devices

Key Reasons include: - More comfortable purchasing on a desktop - Website difficult to navigate on mobile - Hard to type information on mobile - Security Concerns - Dont wan't to download app

RETARGETING Banner Ads w/ list of DONTs

Lets the Advertiser's Banner Follow their prospect. 1) Don't Lead from the wrong place: Dont retarget onto totally inappropriate sites. 2) Don't put too much motion into banners: Avoid motion sickness. 3) Don't Cap out with too many Retargeted Ads: Don't Stalk viewers. 4) Don't Stop updating your Campaign: Generate fresh Banner Ads for the same product. 5) Don't Eliminate Viewer Choice: Give Opt-out options.

Native Advertising Approach

Marketing that provides information. It helps people solve problems. It answers questions. If your branded content looks like a blog post or a video, it will inform or entertain your audience, who won't even realize that they're reading or viewing an advertisement. Helps marketers obtain greater online visibility than just placing keywords.

With Mobile dominance, Marketers run into problems!

Measuring a typical US consumer in terms of how they consume media and advertising is getting increasingly more complicated because of all the devices they are using. The Average US adult juggles more than four connected devices, with 3/4ths of the population using a smartphone and more than half using tablets. With this in mind, and given the limited effectiveness of cookies on mobile devices, the challenge for marketers is to: EFFECTIVELY reach consumers with the Right MESSAGE at the Right TIME, regardless of the device they are using.

Millennial Cord Cutters

Millennials Comprise The Vast Bulk Of Cord Cutters, Your Siblings, (the Generation Zs) Will Be The Largest Group Of Cord Nevers Cord Cutting Is Primarily Price Driven, and streaming service driven. If Price Were Not The Problem, Most Cord Cutters / Nevers Would Prefer Pay TV As They Age & Earn More $, Many Millennials Return To MVPDs (Pay TV)

Millennials on Mobile Ads

Millennials prefer Ad-Sponsored Content instead of paying for the content. But They're still Blocking ads using Ad Blockers. Ad Blockers are making their way into mobile devices.

VIDEO will be the PRIMARY GROWTH driver for MOBILE over the next 5 years.

Mobile video will grow at a 5-year CAGR (Compounding Annual Growth Rate) of 33% and will be the largest driver of mobile ad revenue growth.

Ecommerce Channel Conflicts

Online Sales can frustrate retail sales, distributors, and resellers because of unique cost savings for consumers. Ex. Home Depot wont sell an item in its stores that manufacturers sell direct to consumer online for cheaper.

Your Guide to the Exciting World of CTV Terms: Article Summary

Over The Top (OTT) | Over-the-top (OTT): - it delivers content using an internet connection as opposed to a cable or broadcast provider. Video On Demand (VOD) | : - allows users to watch the content they like at the times they want to watch it. Direct to Consumer (DTC) | : - refers to delivering content without using a middleman. Netflix serves their content direct to consumers without using a network. MEASUREMENT METRICS: 1. Reach | Reach is the number of unique people that will be exposed to your CTV ad. 2. Frequency | Just because you delivered one million impressions doesn't mean that one million unique people viewed your ad. Frequency is the average number of times you're delivering an ad to a given person. 3. GRP (Gross Rating Point) | GRPs have been around before the internet even existed. It used to determine how many people within an advertiser's target audience saw an ad. 4. CPP (Cost Per Point) | CPP measures how well, for the price, your ads reach your desired audience.

Social Media Ad Budget Increases

Over two thirds of marketing survey respondents claim they plan on significantly increasing their budgets in Facebook Advertising in the next 12 months. Facebook's Ad business looks bright, marketers love Facebook compared with other social media options.

How are TV Ads Priced?

Program Viewership Sets Ad Costs

Direct Response Radio

Radio Reaches more people per month than Any Other Single Medium. Streaming Music Services Are Changing The "Traditional" Terrestrial" Radio Usage Model We are seeing Steady, Consistent Growth Of Subscribers & Advertising Revenues Although Revenues Are Small Next To Other Segments Of Radio, PODCASTING Is The Fastest Growing Audio Segment Today. - DR Ads Are Still The Biggest Campaign Type On Podcasting.

FB MAIN ADVANTAGE OVER EVERYONE ELSE IS...

SCALABILITY!!!

Search Engine Marketing (SEM) Creating Google SEM is Easy!

SEM is any form of PAID service where Marketers pay search engines to guarantee their websites have more visible placement within that engine's search results. 1) Create your ad 2) Locate customers with keywords 3) Set your search ad budget. *With Google AdWords, you only pay when a potential customer clicks on your ad to visit your site.*

Search Advertising Is the BIG DOG US Search Ad Send Defined

Search Ad Spend is skyrocketing and will continue to be the largest bucket of US digital advertising compared to other formats, but will grow more slowly than video and social. Mobile generates over 60% of all search inquiries Search includes all keywords-based buying on search engines. In high demand as these ads are highly relevant to user interests. E-commerce brands rely on search engines for product discovery via shopping ads. GOOGLE is Undisputed Leader with consistent year-to-year growth. Rules the West. BAIDU rules China in search engine market share.

Snapchats innovation in video Ads

Snap changed the Ad Came on Mobile Video by introducing Vertical Ads that have enhanced the Mobile User's Ad experience substantially.

SUMMARY - Rules for DRTV Media Buying

Start Small: - Test TV ads in 2 to 5 markets for one to two weeks. - As few as 10 ads per week can give you a fairly accurate fix on how well your ad is doing. Keep Testing

Integration of brands in Context with VR and Augmented Reality

Swarovski now has a virtual showroom app where shoppers can browse and buy items while still in the VR experience. Brands are using Augmented reality to integrate their brand in content. Like how pedigree uses the facebook masks app to find rescue dogs a home by placing doggy ears and a snout on your face.

E-Commerce

The Electronic Link from businesses to consumers, suppliers, distributors, and manufacturers that facilitates, creates, or supports transactions and interactions. Sales ecpected to exceed $450 billion this year. More than 1/3 generated from Travel-Related Websites. Mobile used 70% of the time consumers shopped online. AMAZON is the Ecommerce GIANT

Social Media Advertising and Ad Spend

The Fastest Growing Category of Digital Marketing Towards Millennials. Social Media Ad Spend will exceed $29 Billion in 2018 and is expected to double by 2021. Social Media Ad Spend includes all ad spending via all social networks. It also includes video ads delivered in social feeds. Ad pricing will grow as platforms increase investments in more expensive video ads, and as premium space becomes more scarce. By 2023, social media will account for 35% of all digital ad revenues, and nearly all Ad spend will be on Facebook, Instagram, Twitter, and Snapchat.

Which YouTube Digital Formats were most successful for Google?

The Google Unskippable Labs ran the experiment using 16 different videos with variations on pacing, sound and other factors, including whether vertical video was important. Those with longest view-through rates were obviously the most compelling, and could be used for coming up with best practices in online video. *THE PACE OF THE DIALOGUE AND CAPTIONS IN THE VIDEO HAD THE GREATEST IMPACT ON A USER'S VTR* 1) Pacing This test took one video with a slow pace, drawn-out dialog and longer shots, and compared it with a fast-cut of the same ad. RESULT: Fast Pace excelled in all cases. 2) Vertical video This test tried an ad shot for vertical video vs horizontal. RESULT: Horizontal performed better in all cases. 3) Captions on and off In one test for captions, viewers saw subtitles and in another, they didn't. RESULT: Captions performed slightly better. 4) Super captions This test featured the subtitled video and compared it with a video that used supplemental text, which is when the words are used more creatively to boost the overall story, not just to translate the dialog. RESULTS: Super captions preformed best.

SnapChat

The Most Liked Social Media Platform by Teens.

Direct Response TV Ad was successful?

The Test Period = 2 weeks Cross-Channel Attribution: SLICE Model RAMP Model

Influencer Marketing

The Use of influencers contributes significantly to marketers' and brand revenues. effectiveness of influencer marketing is measured by the number of users who engaged with sponsored posts (ENGAGEMENT RATE) and the amount of social media IMPRESSIONS generated from posts. Influencer content sways youth who engage with it. 4 Key Takeaways: 1) Influencers are believed to be honest 2) 4 in 10 say they've tried and influencers recommendation 3) Micro-Influencers drive brand trials. 4) Instagram is the best platform.

We are living through an Advertising REVOLUTION!

The internet was the first medium of advertising NOT developed by advertisers, YET it has lead to UNPRECEDENTED growth in ad revenues compared to other mediums. INTERNET is the ULTIMATE Direct Response message delivery system that boasts Low Costs, Pinpoint Targeting, and Real-Time Measurement Capabilities.

TV is Dying..

The traditional TV viewership is shrinking, while TV streaming services are on the rise. Despite The Fast Growth In Cord Cutting, National TV Ad Spend Was Fairly Stable Or FLAT This Year Changing Viewer Habits - Cord-Cutters & Cord-Nevers Are Shrinking The Traditional TV Marketplace. Pay TV Networks Generate Much Higher Annual Revenues Per User (ARPU) Than Netflix Or Other SVODs

Influencer Marketing: Old Rules Still Apply - Article Summary

There is a tremendous change in the way brands are allocating their marketing spend. Teams are shifting significant budgets towards influencer campaigns. Seduced by vanity metrics like millions of followers, many are failing to implement traditional marketing fundamentals essential to an influencer campaign's success. Banners and billboards may be on the out, but the same rules regarding a campaign's strategy (influencer or otherwise) still stand. Rule No. 1: Audience targeting is key -One of the biggest mistakes is focusing on vanity metrics, such as number of followers, without digging into the identity of those followers. - Accessing a host of influencers with smaller followings is cost-effective and exposes your brand to an intimate, interested and engaged audience. And most important, an audience likely to purchase your product. Rule No. 2: Discovering the right channels (influencers) - One of the toughest challenges marketers face is influencer discovery. With the rapid increase in the number of micro-influencers, finding the right ones can be difficult. - micro-influencers tend to have a significantly more uniform audience. - The key is to identify tools that allow you to discover influencers based on their audience demographic and psychographic insights. Rule No. 3: Effective messaging is crucial - Dont give influencers creative control, you know your brand and understand marketing way better than influencers do. - the message should be given in the influencer's voice, but authenticity is way broader than that. Social media users know that LeBron James doesn't drive a Kia. - Partnering with influencers whose content aligns with your product is paramount, otherwise your influencer's audience will see right through it. Rule No. 4: Measure results, replace poorperforming channels (influencers) - compare influencers to assess which had the most traction and provided the strongest return on investment.

Keyword Density in SEO

There is no "magic" density answer - it varies by area of search and what other similar sites are ranking. Keyword Placement should be natural and read smoothly. Test to determine if keywords are overused.

Time Spent of Social Media

Time spent of social media will increase every year, and will continue to be a daily habit for most US adults. 68% of US adults are Facebook users, of which 75% access their account daily. Facebook (with Instagram) crush all other social media sites in usage and frequency of usage.

3 Video Trends Shaping the Future of Digital Media: Article Summary

Today's consumers expect content that's live, on-demand, and hyper relevant. Forward thinking brands are looking to improve content strategy by making content more compelling, concise, and addicting. Trends are showing video is on the rise - from vertical video on social media, to video for story telling. 1) Vertical Video: two-in-three marketers expect video to make up the majority of their content in the near future. In mobile, vertical video rules as it is highly utilized in social media. 2) Storytelling in Micro-Moments: Good content is not enough anymore, now the content needs to tell stories in shorter bite-sized videos. ADD culture is driving this movement. 3) Geo-Located Video Discovery and Sharing: Location is starting to play a bigger role in how people discover video at events. Facebook is adding its live location feature, Snap Maps from Snapchat, and YouTubes Director Mix (localized brand videos using google maps). LOCATION IMPROVES RELEVANCY This ALL MATTERS Because... Successful storytelling and content starts with being human and connecting. Live hyper-relevant an local content provides brands with an incredible opportunity to create real relationships with consumers.

Mobile Video Ad Spend

Video Ad pricing will continue to increase as advertisers compete for limited inventory of premium video content and as consumers increasingly watch videos on smartphones.

Creating Ads for Radio

You have just a few seconds to catch their attention: Intimate - Enables the listener to have the opportunity to listen to a conversation. Radio is the "ad writer's medium" in its purest sense - "Theater of the Mind" : - don't be afraid to "shock" your listener by steering away from the typical format as long as its within reason. - Music, humor and sound effects enhance the ads

One type of TV had Growth Much of the Growth Of Broadcast / "Over the Air" is Attributed to Combining It With Broadband Only Services

Younger Viewers, Lower Income & Minorities Are More Likely To Watch "Over The Air" TV Broadcast Only: A mode of television content delivery that does not involve satellite transmission or cables (i.e. a paid service). Also commonly referred to as "over the air" Broadband Only: A Household with at least one operable TV/monitor that receives video exclusively through a broadband internet connection instead of traditional means (over the air, wired cable, telco, satellite).