Archives: Online
Google Enhanced Campaigns Pros vs Cons
Author: Leonard Roberts | Date: April 22, 2013
In 2013, Google will be launching one of the largest upgrades AdWords has seen. Many advertisers are perplexed as to why such a big change to AdWords was initially announced so quietly. While most changes by Google are accepted with open arms, this one has marketers in disarray, primarily because Google has removed the option to target by device – Desktop vs Mobile.
Native Advertising in Full Swing
Author: Angie Reid | Date: January 14, 2013
“Native Advertising” is a term that has been floating around marketing circles in the latter half of 2012. Some groups have even gone so far as to say that 2013 will be the year of Native Advertising. But it’s still very new, there is still a level of mystery as to what it is exactly, and what it can do for our clients.
Simply put, Native Advertising is content. It is not advertorial. It is Un-vertising. It’s a restructuring of internet advertising in such a way that it becomes an integrated part of the user experience online. It blends. Some good examples are web films, promoted tweets and Facebook posts, articles “brought to you by”, engaging standalone ad units (games, interactive graphics) and infographics [for a visual definition, click here]
Newspaper paywalls – No headline here
Author: Scott Blunden | Date: December 21, 2012
Following the launch of the NY Times metered paywall in March 2011, many Canadian newspapers have launched or will be launching similar revenue models. These newspapers include:
Globe and Mail
Postmedia, which includes
- National Post
- Ottawa Citizen
- Vancouver Province
- The Vancouver Sun
Part 1: Real Time Bidding Unravelled
Author: Bessy Nikolaou | Date: December 14, 2012
In an effort to dispel any confusion around Real Time Bidding (RTB), here is a quick overview of what it is, and why advertisers should take note.
How does RTB work?
- RTB is a data-driven buying model through which we place bids for individual ad impressions (somewhat similar to Google AdWords where we bid against competitors on keywords/phrases).
- This process takes place in milliseconds, allowing us to adjust strategies almost immediately based on the performance of individual placements on site and creative iterations.
- In an RTB environment, we analyze multiple variables of an ad impression, such as demographics, geographic locations, and website / publisher attributes – finding the most qualified impression overtime. Read More »
The Evolution of Online Advertising
Author: Bessy Nikolaou | Date: September 30, 2012
On October 27, 1994 the website HotWired (now Wired.com) hosted the first online ad campaign.
Now, almost 18 years later, the online display ecosystem has developed from direct buying and selling into an increasingly complex environment with data now powering digital advertising like real time bidding and selling.
In our journey to help illustrate [in a simple manner] the evolution of display advertising from its inception to today, we came across this great 3 minute video from the Interactive Advertising Bureau that does a great job of visualizing this complex beast.
When the role of online is to drive to Performance or Conversion goals (vs. Awareness or Engagement), we use today’s ad technologies to access data and insights in real-time, for a more efficient and positive return on your online advertising spend.
How can we help you?
Real Time Bidding (RTB) is [finally] here in Canada
Author: Bessy Nikolaou | Date: August 1, 2012
It was approximately 2 years ago that we were presenting our yearly ‘State of the Media Nation’ to our clients, and in a section titled “Emerging Media” we posted the following video, in the hopes that it could properly explain this new digital phenom called Real Time Bidding.
Two years later and RTB has properly exploded and entered the Canadian online marketplace. RTB is a game-changer for the online advertising industry and warrants special attention. To make things easy [30 seconds does not do RTB justice], we will be starting a 4-part series that will unravel the mysteries of RTB – what it means for brands, marketers, the industry and the consumer.
The intersection of advertising and technology is something I’ve always geeked out about, so this AdNerd is properly ecstatic about where the industry is headed. Stay tuned for Part 1: Real Time Bidding Defined. Or Unraveled. I haven’t decided yet.
Where did all the ‘Good Clickers’ go?
Author: Scott Blunden | Date: May 2, 2012
When he released his song “Good People” in 2005, Jack Johnson asked “where did all the good people go?” Now, marketers are asking a similar question of users’ response to display ads. The question we always ask ourselves is: does it matter?
In the digital dark ages of 2009 (I say this only somewhat sarcastically as 3 years is a long time in digital marketing); comScore and Starcom produced a joint study of how US internet users click on display ads. The study concluded that 8% of internet users are responsible for 85% of all clicks, and only 16% of the internet population click on ads. Yes, you read that correctly… 84% of users never click on an ad. Read More »