Banner ads come as an advertising method that the companies frequently call upon for enhancing their visibility in the digital world as well as for promoting their products/services. Nevertheless, the expected outcome sometimes might not be yielded from banner ads due to strategy mistakes. It would herein be of great use to list the reasons why the online users are not interested in banners and to make improvements accordingly.
All the companies undoubtedly aim for attaining their marketing goals by making use of successful online ads. It is, on the other hand, inevitable that the advertising activities, unfortunately, would face failure as long as the focus would not be set on expectations and needs of target audience. So what do the online users expect from banner advertisements, and what are the reasons for not clicking on banners?
The term Supply Side Platform, abbreviated as SSP, refers to a tool that helps publishers get the best offer from advertisers for their inventory. SSPs, which have a similar structure to the DSP (Demand Side Platform), contribute to better advertisement management for publishers only, unlike DSPs. In this respect, publishers determine the cost of the advertisement space through minimum units, and the advertiser who gives the maximum price for the advertisement space can gain access to the publisher’s website’s inventory.
The number of publishers using SSP technology, which makes the advertising management very practical, keeps growing. In addition to that, while programmatic advertising remains popular, it is possible to predict that SSP will be used by more publishers in future periods. So SSPs are considered to be the technology of the future, but how do they work?
Mobile’s share is increasing both in users’ lives and advertisers’ marketing activities day by day. However, the number of companies that don’t address investing on mobile ads as being critical is unfortunately and still, not so few. Yet, ignoring the mobile means missing out on major opportunities, especially with regards to the marketing field. On the other hand, without a doubt, investments of advertisers who use mobile channels in order to differentiate themselves and create a competitive edge keep increasing.
According to data shared by MarketingLand, mobile advertising will be accounting for 72 percent of all digital advertising investments in the US by the year 2019. This indicates that the advertisers would recognize mobile’s importance on advertising activities even more. Still, of course, tips to consider for enhancing mobile channel’s efficiency should not be overlooked. Here are some major tactics among online marketing strategies that would make you attain higher efficiencies for mobile…
Video ads grounded on accurate strategies and insights are an important key point for companies that want to reach their marketing goals. Findings obtained by numerous studies seem to collaborate this statement. According to statistics for the year 2017; 55 percent of all digital device users watch online videos on a daily basis. Moreover, it is no secret that users watching video ads are more prone to purchasing items compared to those that do not watch video ads. Besides these facts, studies reveal that companies including video ads in their marketing plans for the year 2018 are at a level of 65 percent.
In light of these data, it might simply be concluded that, being one of the rising trends in digital advertising, video ads are highly effective in increasing sales and brand recognition. And what’s more is that the video ad model -along with all these benefits- is finding its way more and more into marketing budgets of advertisers with each passing day. Nonetheless, there are also advertisers that don’t experience these advantages of video ads. At this point, it would be of great use to define the common grounds of failing video ad campaigns and to perform the necessary improvements.
That being said, what might be the common mistakes that lead advertisers to failure while preparing the video ads?
Programmatic advertising technology presents itself as one of the most frequently cited concepts in digital advertising ecosystem over the last few years. Despite the ever widespread utilization of programmatic advertising that is thought to make ad buying processes become revolutionarily practical, there are still many points of concern over the concept. In order to clarify these points, it is possible to gain basic insight on the concept by comparing traditional ad buying methods with programmatic advertising.
The main difference of programmatic advertising compared to conventional methods could be stated as automatic -thus rapid- maintenance of media buying processes by real-time analyses realized with the help of technology. Messages advertisers intend to deliver their target audience through ads can thus be delivered at the most appropriate time, in line with matches between online platforms and real-time data. So, what makes programmatic advertising stand out among all the other media buying methods that have been practiced for many years?
Cross-device targeting has been a hot topic in advertising for the past few years. Marketers embrace a more holistic audience view and want to target, measure or engage a single person across all their digital devices. The reason for this attention is the increase in the number of consumers who use multiple devices at the same time.
According to a March 2016 survey by Econsultancy, 75% of marketers in North America mentioned “matching customers across multiple devices” as digital priority. Only 14% of the marketers in the same survey said that their company can handle such matching, indicating a gap of 60 pts between digital priority vs capability.
In a world of rapidly increasing multi-screen usage, 360-degree view of the consumer has become crucial for effective marketing. Marketers want to be in touch at key points on the customer journey. In order to do this, they must be able to map people across their devices. For example, a consumer can make product search from his/her tablet, then makes the purchase from his/her laptop and makes no action for that product from his/her smartphone. If there is no cross-device targeting identification capability; these three devices will be treated as three different users and digital marketers will target three different users with different digital marketing strategies. They may recommend the same product that the consumer already purchased from laptop which will lead to inefficient campaign management.
So, cross-device identity management is at the core of data-driven advertising. Most digital marketing companies take the data they have and use an algorithm to map users. The advertising companies that are strong in data-driven advertising will have a competitive advantage in this process.