If your campaign objective is to deliver a rather complicated message, sometimes we use sequential messaging to deliver it in little pieces, one at a time. Through traditional media, these would be delivered sequentially over time assuming everyone consumes media similarly. For example, creative one would run for one or two weeks in print or television, followed by creative two for a similar period after that.
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When asked which ad formats they prefer the most and the least, Internet users in the US, and I presume this would be the same in Canada as well, they answered overwhelmingly (compared to other formats) that they prefer email ads. eMarketer recently published a report on opt-in email offers and loyalty which is where this comes from.
The rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend.
Retargeting is a tactic by which an advertiser can try to close an unfinished sale or non-transacted shopping basket. This is the ideal tactic by which to offer an even better deal to a still unconvinced potential client, or to upsell a recent buyer
Behavioral targeting is basically a way to reach a contextual audience out of its context of origin – a way to augment the available ad inventory for a particularly (often sold out) segment and monetizing otherwise harder to sell inventory. This is usually available on very large websites or ad networks. The classic example, and also the reason why this type of targeting saw the light of day in the first place is the automotive category. In the mid-2000s the online ad industry ran into the problem of having too little contextual automotive ad inventory for the actual demand from auto makers and auto enthusiast targeting advertisers.
When you think keyword targeting, more often than not you’ll immediately think of search engine marketing. But did you know you could target keywords elsewhere on regular content sites and service sites? Search engines to represent the bulk of keyword targeting but this is one option that could prove very useful to your brand in certain circumstances as you’ll see here.
Basic geotargeting allows targeting internet users (be they online or on mobile) by means of cross referencing their IP address with a global ISP IP address directory. This lets adservers target people to whatever data is associated with their IP addess : state/province, city/municipality, telephone area code and postal/zip code. Really this allows reaching someone whose device is connected through Internet access based on that Internet access’s point of origin. It is not always as precise as we’d like it to be, nor is it always what we expect it to be though it’s quite logical why it isn’t.
Frequency capping is a wonderful too allowing the execution of many different strategies and tactics. We need to understand that frequency capping works with cookies deposited on connected devices – and you need to bear in mind that cookies are not persons. Some people use multiple browsers (you would get one cookie per browser used when visiting the same site). Some people use multiple devices like 2 or more computers / laptops, a smartphone and a tablet – they would have a cookie per device. Further we also need to keep in mind that some users (anywhere between 5 and 15%) delete their cookies on a regular basis (be it daily, weekly or other).
In a previous post I presented the Basic Principles of Online Marketing. What you need to know from that post is that there are three types of marketing, communications and advertising. These previous posts concentrated on owned marketing and media, earned marketing and media and paid marketing and media. I went on to explain the […]