24
Feb

Actual Is Factual With Out-Of-Home

download (22)5 creative ways to increase brand awareness when you want to reach everybody!

The reality of media buying in today’s digital world has become opaque, uncertain and nearly unaccountable due to digital display ads being viewed by fraudulent botnets.

Not only does Out-Of-Home advertising (OOH) yield a high ROI with unrivaled exposure, but it can make an agency’s digital efforts “real” since no one can Ad Block OOH advertising regardless of the format. When marketing to the prized demographic of Millennials, brand managers can best accelerate sales by crafting an unforgettable message that speaks to this audience by employing OOH media and the mobile phones in their pockets. When this demographic shows up, they show up for real!

In this fifth and final installment of our series on OOH strategies and offerings, we dive deep into some of the lesser used but equally effective Out-Of-Home media products and how to best leverage those impressionable views.

1) Arena and Stadium Advertising: From Pro sports to Colleges down to the High School level, these venues offer marketers a captured audience with guaranteed visibility in addition to potential TV exposure. The opportunity to build brand awareness is nearly endless. Your brand can reside on scoreboard advertising, banners on the sidelines and walls, posters throughout the concourses to vinyl ads in the restrooms and decals on cup holders. Arena and stadium advertising offers tremendous flexibility for brands to reach their customers and leverage emotional affinity with other brands (the teams) at the venue.

2) Kiosks: These three- or four-sided, standalone fixtures are often located where minimal advertising options exist. These opportunities can be viewed on main surface streets in major metropolitan cities, high end shopping malls, airports, hospitals and other high visibility locations. Where freestanding public telephones are found you will often have vertical displays which appear on the sides of the phone structure. These Phone Kiosks are backlit at night so make sure your print provider uses a backlit print material for prime effectiveness.

3) Bus Benches: The perfect solution for a low-cost but highly effective way to establish a strong community presence is bus bench advertising. It provides viewable impressions not only to bus riders but to thousands of drivers and pedestrians on a daily basis as well. Often placed in high traffic areas, this OOH product can be leveraged in conjunction with point-of-purchase marketing when strategically located near supermarkets and malls.

4) Newsstands and bicycle racks: Looking to engage with consumers on busy metropolitan streets, sidewalks or college campuses? These eye-level displays are embedded into newsstands and news racks where people on the go pickup their daily newspapers and magazines. As a “green” way to get around town or campus, bicycle sharing as a means of public transportation has never been more popular. These bike share racks are often located near public transit hubs, shopping areas and tourist attractions. Leveraging your brand message with eye catching OOH advertising is an ideal way to turn an ordinary bicycle rack into an advertising medium that can be viewed over and over again.

5) Placed Based Advertising: Want to be where consumers gather in unique settings? Place Based advertising reaches folks in unexpected places when they are most receptive to your message. Consider leveraging your brand to reach targeted prospects in a fun and unexpected way in unconventional venues such as sports bars, restaurants, nightclubs, coffee shops or virtually any type of business where there is a high concentration of people. From the backs of taxi cab seats to airline seat tray tables, your brand message can come alive with a properly matched creative message.

The Case for OOH: If you’ve been following our series exploring OOH advertising, you now have all the tools needed to reach consumers where they work, live and play; not to mention the ability to reach more eyeballs for less money than just about any other media available to marketers today. OOH is perhaps the last, best outlet granting advertisers complete control over how and where an ad is seen because your ad cannot be turned off, fast forwarded or Ad Blocked. If you need to make a big impact with a low CPM then Out-Of-Home is where your brand message must to be!

 

23
Feb

How Hiring A Display Advertising Company Can Boost Your Sales

download (21)Marketing isn’t something that you can learn about overnight, which is why many businessmen and women struggle to market their business successfully. Often people who are put in charge of the marketing for a company have no previous experience in the sector themselves so when they go about hiring an agency to do the work for them, they don’t really know what they should be asking for.

Throwing money at any old agency and asking them to market your business isn’t necessarily going to do you business any favours. You need to find out exactly where your business needs work doing, what is currently working and what is not, and what sort of marketing you would like to implement.

You need to understand your business and your customers in order to really generate more sales. Being able to understand what work needs to be done will help you select the right agency, and will ensure that you can oversee any work that is done for the business without feeling hopeless, lost or confused throughout the entire process.

Knowing what your business needs will allow you to make sure you don’t spend money where it isn’t needed, because the last thing you want to do is spend more on advertising than what you will make back in sales. Advertising and marketing can be done in a variety of different ways, so it is vital that you look at all of your options.

Digital marketing is always a great place to start as it is easily measured and is able to support, integrate with and help measure all of the marketing that you do offline. It may be that you do not need to change your current marketing plan, your business might just need a digital push.

A display advertising company can offer great ways to gain brand exposure via the internet. By drastically increasing your website traffic you can reach a much larger audience, which is exactly what a digital marketing or display advertising company can do for you using SEO, SMM, PPC, email marketing and online PR.

The great thing about opting for a digital company is that they are not only creatives, but they are also strategists and planners, so they will be able to help you understand your business better and will be able to assist you and advise you for you free during a consultation. These consultations are often very informative and may even help you recognise work that needs to be done without you having to hire anyone to do it for you.

These types of agencies will help you embrace new technologies and use them to your businesses advantage. Digital marketing can work side-by-side with traditional marketing approaches to ensure that no stone is left unturned.

Although the best way to advertise used to be using TV ads and radio ads, times have changed. Making a commercial is expensive, whereas promoting online is practically free. When online marketing is implemented in the right way it can be the most successful method to promote and raise brand awareness as the potential audience is huge.

 

13
Feb

How To Hammer Out A Scope of Work Agreement With Your Advertising Agency

images (68)Advertising is quickly becoming one of the most important factors in determining the success of businesses. Positioning your brand or product correctly is just as important as creating that brand or product in the first place. Having the right advertising talent in your corner coaching you through the battle for recognition and exposure is not only beneficial, but crucial in today’s competitive market place.

Creating an excellent scope of work agreement is the keystone to implementing a successful marketing campaign. Here are some tips on how to hammer out a scope of work agreement with your advertising agency.

1. Have clear objectives

The overall goal of a well written scope of work agreement is to summarize all the important points from start to finish. A SOW as it is called, should explain the type of work to be done, the timelines and milestones to be met, any requirements in quality as agreed upon by the client and agency, as well as pricing. In order to ensure all these work together and in confluence with each other it is important to have clear objectives. Clearly stating the goals and objectives to be met allows the exact details and specifications of the rest of the document to be created with clarity and purpose.

2. Have a complete timeline for the scope of work agreement

Marketing campaigns can sometimes be similar to construction contracts. Much like a foundation for a building, a particular phase of marketing is implemented first to set the ground work for more targeted approaches later. Having a detailed timeline helps the planning phase and allows the advertising agency to “see the big picture” and do a better job of forecasting any potential issues or delays. It is not uncommon for strategies to need to be adjusted due to unforeseen changes in the market, much like a construction contractor running into unforeseen issues while completing a job. Having a complete timeline is the blueprint that can ensure a thorough and complete marketing plan that avoids unnecessary changes and pivots after it begins.

3. Agree upon upfront pricing and contingencies

As much as we try to plan ahead by having clear goals and creating big picture timelines, the unknown can still find a way to derail the most complete and detailed marketing campaigns. Your SOW should include agreed upon pricing for the services to be rendered, as well as the scale of potential add on work that may be required if Murphy’s Law occurs. Having an agreement on set pricing and potential supplements can ensure client satisfaction and avoid any surprises as the marketing agency begins its work.

4. Have a detailed schedule

As with many strategies in business, timing is everything. It helps to have a detailed schedule to show when milestones occur and objectives are met. Clients should also insist upon detailed reports and project updates as well as data to verify the milestones as they occur. Planning for these events and having scheduled indicators can lay the groundwork for a great SOW plan that will reveal its effectiveness once it begins.

The scope of work agreement you create with your advertising agency can be the deciding factor separating your business from the competition. Get the most out of your advertising agency by following these steps and set your business up for success.

2
Feb

How Publishers Should Set Up Their PMP Deals

images (67)Private programmatic marketplaces and PMP deals are common buzzwords in the publisher and advertiser communities. But what are they really?

So what is a private marketplace (PMP)?

A private marketplace is your own little auction house for ad views. The buyers competing for those views are ones you invite to join.

Private marketplaces or PMPs are like a members’ only club where members are served exclusive offers that are not offered to non-members. Just like other private membership clubs, the intimate setting generates trust and increases transparency on both sides. Premium programmatic with PMPs is a kind of bridge. It fills the gap between resource-consuming direct deals (that don’t always yield the best CPMs possible) and open RTB exchanges (where publishers are not ready to offer their premium inventory).

In recent years, PMPs saw a decline in popularity because PMP implementation has always been considered unscalable. Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher’s ad inventory waterfall. But that all changed with growing adoption of header-bidding.

Chasing Waterfalls

Header bidding is yet another buzzword being thrown around in the publishing and advertising communities. What it is (in a nutshell), is a piece of code that lets different demand sources compete for the ad view even before the page loads.

Instead of a waterfall where demand sources compete sequentially, header bidding allows for a single unified auction that ultimately yields the highest revenue for the publisher.

Why is header bidding changing the way publishers look at PMPs? Mostly because it allows for premium programmatic to compete much higher in the waterfall and bring in higher yield for publishers.

A few years ago, a publisher waterfall would look kind of like this:

Without header bidding, even the First Look PMPs were pretty low in the cascade and direct deals were king.

With header bidding, the waterfall is inverted, and direct deals are actually lower than PMPs. If you’ve been looking for a reason to get your direct advertisers to switch to PMPs – this might just be it.

Is PMPing for YOU?

While cutting out the middleman does increase your yield, running a PMP has its own costs involved. What this means is that you need more than just a well-defined niche audience for advertisers to target, but also enough traffic to make the investment in PMP worthwhile over time.

PMP Life Challenges

Nobody likes to pay the middleman for a job they believe they can do themselves. But cutting out this middleman comes with its own set of risks and hurdles.

  • Keeping everybody happy – What happens when a number of direct advertisers are after the same audience?
  • Data and reporting – How transparent do you want to be with your advertisers?
  • Fill rates – How can you maintain a high enough fill rate for a PMP?
  • ROI – What is the criteria for the success of a PMP deployment?
  • Trust – Direct relationships between advertisers and publishers are great, but trust is hard to come by.

Getting it RIGHT

So now that you have a pretty good idea of what PMPs are and what the challenges in maintaining one are – let’s discuss how a PMP strategy should look in 2016.

1 – Don’t fire your direct sales team (yet)

One of the major advantages of a private marketplace is the reduction in overhead when it comes to managing client campaigns and accounts. However, if you want to keep your premium advertisers around, you need to make them feel cared for.

2 – Work with the right partners and technologies

It’s crucial that you select the technologies most suitable for your business and your premium advertisers. You need to combine technological solutions that offer an efficient way to access demand, and a decision engine to prioritize deals for maximal revenue and fill rate.

3 – Understanding and packaging your inventory

Once you understand what you have to offer, and can communicate it to advertisers, you want to make sure it’s bringing you the most money. Remember that dream all publishers dream? Well, that. To make the most yield from your inventory, you need to diversify and structure your pricing and waterfall accordingly.

Don’t forget to take into account all the components of the package like reporting, floor prices, flight times, targeted devices, segments and specific placements on your digital properties.

4 – Transparency levels and data sharing

To help your advertisers get good performance and keep coming back with budgets you must ask a lot of questions. Answers to these questions will help you a lot with the process of inventory packaging for select clients. What is the target audience of this advertiser? What is their budget and what inventory can you offer them for maximal yield for you and best performance for them? What creatives, products or brands will be offered to your beloved audience? Your in-depth familiarity with your content consumers can go a long way in helping you and the advertiser in building effective campaigns that will keep the audience happy, too.

5 – Communicate, experiment and optimize

Even if you do get answer to all the above questions when setting up a PMP deal, it’s not enough. Things change. New advertisers are added to your waterfall, new inventory placements become available or can be made available for valuable advertisers. On the demand side, campaigns can change in terms of goals, creatives and budgets. Remember that sales team we told you not to fire? Make sure they work with your clients – your advertisers – on optimizing their efforts to surpass their KPIs.

PMP deals and private marketplaces are the best way to dip your toes into premium RTB. And not just for you – for advertisers as well. Odds are your competitors are already running PMP deals with their supply channels, so you should be as well.

Have any tips to add? That’s what the comment section is for! We’ll be happy to learn from your experience in setting up and running PMP deals.