13 July

Evolving Consumer Search Habits

Mobile searches for (describe what kind) shoes for (what purpose) — (as in court shoes for racquetball) have increased by over 120% over the last two years!1 Shampoo, for instance, is a highly-searched item, but shampoo for (describe kind) — (as in shampoo for dry hair) has increased by more than 130% over the last 24 months.2 Also, over the same amount of time, mobile searches with the qualifier "for me" (as in best car for me) have increased over the last two years by 60%.3

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06 July

Programmatic Enters the Ride Share Business

In 2016, the McKinsey report on monetizing car data predicted that a new startup company called Cargo would be worth $750 billion globally by the year 2030. They are certainly on their way.

Six years ago, Uber made its debut to the world, introducing a way that made it easy for people to make some extra cash by simply driving their car. Now, there is another ingredient thrown into the Uber and Lyft soup, and that is a startup company called Cargo. This company is making it easy for those who make money driving their car, to begin to make money running their own private rolling convenience store!

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29 June

Digital Video Advertising Still on the Uptick

Consumers of today have been empowered with the ability to pick and choose what type of ad experience they want. In the meantime, Advertisers are stepping up their game to create a deeper engagement and better storytelling with their ads. Ads that lend to a greater understanding and higher confidence ... moving beyond traditional ad impressions. The answers lie in digital video advertising.

According to the fifth annual Digital Content NewFronts: Video Ad Spend Study 2018, close to 60% of marketers' digital advertising budgets are allocated to digital video. At least half of these advertisers will boost their adspend even more on digital video, mobile video and advanced TV. In fact, 75% of advertisers will move funds from TV budgets to fund their digital video advertising. Since 2016, there has been a steady increase in the dollars spent on digital and mobile video, with more than a 50% increase in marketers that are spending (on average) more than $10 million annually on digital.

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21 June

Are Today's Ads More or Less Relevant?

There are a great number of online shoppers that feel like over the past two years, digital ads have become more relevant; this, according to research by Adobe Digital Insights (ADI)1. This should come as no surprise, as the programmatic targeting technology has advanced a great deal, enabling marketers to target with an increased precision.

The study by ADI concluded that nearly 50% of 18 to 19-year-olds, and 57% of the 20 to 36 crowd feel this way. In fact, there were very few younger people that felt like ads have become less relevant. It's one of the few things that Millennials and members of Gen Z agree upon. Together, these two groups make up 48% of the U.S. population, so they are a major financial force to be dealt with. It would behoove marketers to become very familiar with these groups, as Millennials will be earning 46% of the income in the U.S. by 2025, and if marketers want to see any of that money, they need to know who the group is and what they want.2 This is made completely possible using today's digital programmatic marketing technology.

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14 June

Utilize Personas to Personalize Your Marketing

One of the most crucial components of programmatic marketing is that advertisers must know who their target audiences are. Trying to reach the masses without narrowing down the field can only hinder your marketing efforts by widening your swath and losing your laser focus.

It can be difficult to reach your entire targeted audience without giving in to ineffective generalizations. And this is where buyer "personas" come into play.

Personas are fictional profiles that represent groups of similar people in a target audience. While they are no more real than cartoon characters, they represent the wants and needs of the members of certain demographics that you want to reach.

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