TV is easy. TV is consistent. And outside of an occasional live-broadcast cussword or wardrobe malfunction, TV is safe.
As a result, brands continue to pour money into traditional television despite digital video’s accountability, targetability and performance advantages.
The industry is working to make online video more comparable to broadcast. AOL/MediaOcean’s deal will allow marketers to extend their traditional TV buying systems to target online video audiences. Digital companies are producing their own premium and original content—see Hulu’s series The Awesomes or The Wrong Mans. And, by measuring in-stream video campaign reach alongside TV, using Nielsen’s OCR and Comscore’s vCE, buyers and brands can now compare apples to apples.
But the industry at-large has done a poor job of addressing the safety and integrity question. And until brands know their in-stream investment is as safe and predictable as TV, TV will continue to out-earn its online video brethren by more than 15 to one.
We believe that content verification needs to begin with the ad server, which can provide the necessary checks and balances between buyer and seller to ensure that the purchased content was in fact delivered.
But here are a few of the pitfalls everyone in the industry should be working to solve: Read more…
By: Jaime Singson
If you’ve ever seen a display ad that magically showcases an item you’ve recently browsed, you’ve seen dynamic creative XML feeds in action. Dynamic Creative Optimization (DCO) is a virtual must for online retailers, but product targeting is just part of what DCO can offer this market. In fact, the best dynamic creative tools enable complete top-to-bottom funnel marketing within a single campaign and much more. Here are a few ways online retailers can take their DCO strategies to the next level.
Engage at every stage
New customers, returning customers to frequent buyers– DCO lets a single campaign address customers at every phase of the journey.
• Consider targeting consumers who have shown interest in a category with featured products, new arrivals and bestsellers.
• Product-level retargeting can happen at the Product Detail page and the Shopping Cart if the user abandons without making a purchase.
• Leverage customer purchase and affinity data to cross-sell and retarget buyers with affirmations that they made the right product choice.
Utilize best practices
• Pick a sensible lower price threshold for retargeting. (You can always adjust it based on ROAS down the road.)
• Add retargeting tags early to build deep retargeting pools before your campaign launches.
• Remember that some product categories call for discretion vs. in-your-face retargeting. Few people want all their shopping habits splashed across their screen at work.
Take full advantage of your tools
• Explore rich and engaging lookbook and catalog-type dynamic ads that enable in-ad browsing. These ad experiences allow customers to get to know you without having to leave the site they’re visiting.
• If you have a reseller channel, use creative optimization to promote ads that drive traffic to your best-performing partners.
• For daily deal campaigns, schedule the deal rotation ahead of time, and the campaign practically runs itself.
Dynamic creative technology is clearly a potent tool for SKU-based advertising, but don’t limit yourself to the usual product feeds when DCO can be a full-funnel, branding-to-loyalty resource for your marketing team.
By: Michael Froggatt
In order to make sense of this year’s lackluster Black Friday results, at least according to the National Retail Federation (NRF), we looked at DG’s Peer39 data around the Thanksgiving holiday for both this and last year. We wanted to analyze ads before, during and after the holiday to identify any patterns of advertisers using display ads to influence holiday shoppers and potentially draw some conclusions.
Last year, the data shows that display ads calls for the terms Black Friday/Cyber Monday peaked two days before Thanksgiving. This indicates that display advertisers were looking to place their ads in front of shoppers during the planning phase of holiday shopping, before they travel or sit down for fowl. It also coalesces with when advertisers insert traditional print ads in daily and weekly papers, fitting with traditional minded advertisers.
Shop early and shop often, that was the message many shoppers received in the days leading up to Black Friday and Cyber Monday. But that didn’t stop retailers from advertising on Black Friday.
According to DG analyst Michael Froggatt, ad requests peaked on Black Friday this year where in year’s past ad requests peaked before Black Friday hit.
“Last year there were reports of Black Friday being much more successful – I’ve isolated both 2012 and 2013 data to 9 days before Thanksgiving through to Cyber Monday. The trend last year shows a peak two days before Thanksgiving, while this year retailers peaked on Black Friday itself. We can draw a conclusion that this, combined with reports of average sales being down, indicates that last minute display and deal offers drove potentially more shoppers but at discounted prices lowering retailers average take,” said Froggatt.” Read more…
Online campaigns are getting increasingly complex – as you may have noticed. Never fear, DG MediaMind is here to make your digital lives that much easier.
If you happened to miss our recent “Analyzing Digital Complexity” webinar, it’s now available below for your listening pleasure. Nick Talbert and Michael Froggatt introduce you to this study that helps identify the key contributors to the complexity of today’s campaigns – a first step towards simplifying the process of campaign management for advertisers and agencies.
If you haven’t read the Complexity Index yet, you can download it here