Archive for November, 2017

Google Joins Programmatic Television Ad Games

Wednesday, November 15th, 2017

Over the past two decades, digital advertising has evolved at an exponential rate. Programmatic advertising has been a major player in the evolution of highly-specific, targeted ads.

Programmatic advertising uses real-time bidding to serve ads to audiences based on brand data. This technique allows brands to spend their advertising budgets serving ads to the most relevant audience for their products or services. Last year, programmatic advertising accounted for nearly 80 percent of digital ad spending. And it is not done evolving.

Programmatic ad buying has made its way into the television sector. With more than $73 billion dollars going into traditional television advertising, there is significant room for programmatic advertising to grow into, but some advertisers are skeptical.

Television advertising is largely rooted in traditional methods, including direct negotiations for ad space. As the way television is consumed changes, advertisers have to change their methods to keep up. On digital platforms, the goal of programmatic advertising is to increase the efficiency of advertising budgets. When it comes to television, though, the goal of programmatic advertising will be to reach highly-specific audiences and, ultimately, see higher ROI for their TV ad spend.

CBS is jumping on the programmatic train with their streaming service, CBS All-Access. One of many network services that will be partnering with Google to deliver TV ads through their platform, CBS is a major win due to the popularity of the network as a cable provider. Google, a leader in what seems like everything, has been trying the break into the television sector for a while now; this most recent partnership stands to gain the platform significant leverage as a go-to provider for serving television ads.

As an established leader in the search world, Google, has access to a host of information that would be beneficial to advertisers looking the capitalize on television audiences, including what users are searching for during and following shows and advertisements. This information can give advertisers more immediate information regarding the effectiveness of their TV spots.

remote pointed at television

Additionally, Google’s ad serving platform, DoubleClick, is the most widely used platform on the web, allowing advertisers to programmatically serve ads on YouTube. This gives Google an advantage over other providers because of this experience, which parallels that of serving ads on streaming services.

Television advertisers and broadcasters alike are in a unique situation to cultivate this newest endeavor into programmatic advertising. Brian Stempeck, chief client officer at The Trade Desk, says that the shift into programmatic television advertising can only be successful if it remains focused on improving the advertising experience for consumers. “If we’re replicating TV we’re doing it wrong,” he says. Advertisers are already experimenting with how to reinvent the consumer ad experience, from Fox’s 6-second shorts to ads that allow for consumer engagement.They will continue to test new methods and ideas to bring successful advertising seamlessly into a consumer’s life, instead of interrupting it. Great innovation is needed to ensure that the quality of both the advertisements and the television programs is not compromised as this new approach to traditional advertising takes hold.

Keep your advertising strategy up-to-date with FiG Advertising + Marketing

Voice Search Means Changes For SEO

Wednesday, November 8th, 2017

Voice-activated technology has become a staple in our cell phones, our laptops, and our vehicles. It is changing the way we set our alarms, make phone calls and find information. From Siri on the iPhone to Alexa for Amazon, voice-activated “assistants” are a new way that consumers are getting things done.

A study done by Thrive Analytics shows that even the boomer generation is onboard with voice-activated tools, a consumer category that other technological advancements have failed to penetrate. It makes sense – the quick press of a button to search for something, just as you would ask a friend, is easy.

As the technology has evolved, making voice commands more and more accurate, we have also seen the search queries evolve. Rather than fragmented thoughts that are common when typed into a search-engine, people are using complete phrases that are more natural to human language.

Google’s Director of Conversational Search, Behshad Behzadi, says that the future of search is to be able to provide the ultimate digital assistant that can help people in their day-to-day lives. In the age of artificial intelligence and virtual reality, this is one more step towards technology’s seamless integration into human life.

Voice Search As A Marketer

Voice Search used on Phone

Early research based on Cortana and Windows 10 shows that, initially, shorter search queries offered better results for both text and voice searches. However, younger generations show long-tail, highly-specific search queries via voice search that parallel their natural speech patterns.

This leads researchers to believe that marketers will have to evolve in order to optimize their content for text queries and for voice searches. The long-tail keywords that often get ruled out when determining the high volume keywords are becoming important again.

In addition to complete sentences, questions are also being factored back into the equation. When typing in computer language, we avoid question marks or even questioning phrases, however, asking questions is more natural to a voice searcher.

Stronger Intent, More Specific Results

As noted with younger consumers using more specific search queries, the intention of all voice searchers are more direct than that of text searchers. The question phrases that are used provide a distinction in what kind of search a user is trying to execute. The fragmented thought of “tennis shoes” that may be used in a text query will include more direction in a voice search, dictating whether the searcher wanted new shoes, to sell shoes, to have their tennis shoes repaired, or something else entirely.

Local Matters

As voice searching becomes more common, the local optimization becomes more important than ever. Voice search is 3 times more likely to require a local result than a text search. Not only that, but voice search is also more likely to result in an immediate decision. Maximizing your local optimization will help drive you to the top of the voice search results pages.

Technology will continue to evolve and it will become more common to interact with various inanimate objects verbally, so we as marketers have to adapt. We are no longer optimizing our digital assets for text search only. We must consider how consumers are finding us, and change our strategies to meet those efforts.

If you’re ready to optimize your online presence, contact us today.

November Ad Of The Month: Svedka Cursed The Internet

Friday, November 3rd, 2017

Swedish vodka brand, Svedka, rolled out a Halloween “Curse” campaign last month, taking retargeting to a whole new level.


How To Execute A Curse

The campaign begins with an auto-play video that lets viewers know they have been cursed. Following that, the campaign developed by Toronto-based, creative agency Bensimon Bryne, uses retargeting and geotracking to follow users around the web with cursed banner ads. The only way to “break” the curse is by visiting the Svedka homepage where the campaign hub is located and sharing an article – thus starting the cycle over for their friends.

This campaign bases creative content on the information that can be tracked digitally, including time, location and even what users are doing on their mobile device or desktop at the time. The strategy capitalizes on the most detested digital campaign tactics – auto-play videos that cannot be escaped, banner ads that are retargeted and clickbait articles shared across social media. Even those who switch to a private browser cannot escape this taunting campaign. Messages include things like “I heart following around New York,” for the online New Yorkers, “On your phone, calling for help?” for the mobile user, and “I know you like the wrong vodka,” targeted at those who are posting about or searching for other vodka brands. No web user is safe with this creepy new campaign.

Spooky Inspiration For Svedka

The banner ad curse is one of many well-executed Halloween campaigns done for Svedka vodka. Based on the insight that banner ads are overtly invasive – tracking a user’s every online movement and exploiting them for marketing – this campaign brings retargeting to the forefront, rather than ignoring the elephant in the room. Dan Strasser, a creative director on the project, explains that the inspiration for this campaign came from taking something “inherently negative” and turning it into a positive digital experience, specifically a humorous one. Strasser is specifically referencing banner ads, but this campaign plays on more than one factor that contributes to a negative digital experience.

Bathed In Online Data

While the goal of retargeting is to encourage consumers to purchase something they might need, based on search history, the strategy still has its kinks. According to a 2016 study, more than 41 percent of consumers feel “annoyed” by ads that appear to be based on their search history or personal data. With this campaign, Svedka is not only starting to break the ice around a topic that seems to be causing a rift between marketers and consumers but also building rapport with their target audience by making light of a hot-button issue.

TrendHunter analyzed the new campaign, marking the consumer engagement at more than three minutes. This is a major win for Svedka, especially considering that the average attention span of an individual online is a mere eight seconds.

If you’re ready to amp up your digital presence, contact FiG Advertising + Marketing.