The slowly shaping path of content access and our digital devices
Have you ever wondered if there is a difference in what content you are accessing from which device? As a marketer, this is a fascinating question. And it turns out, we were not the only one’s asking. Recently, a study was done in the United Kingdom. Interestingly, it covered the connection between device type usage and content and may start to answer this question.
Does the device we are using influence what we read?
According to Verto Analytics, a company specializing in analytics and data research, there are some clear indications of how and what we read on our devices. Verto tracked devices of approximately 5,000 people in March of this year.
What they came up is very interesting. Apparently smart phones are frequently used for sports, health and fitness, automotive and travel. Addtionally, they are also used for people/family/lifestyle, which would includes recipes, food or parenting. By comparison, we use desktops for browsing on technology sites, government and law, news and weather or photo and video. Lastly, the tablet devices are mainly used for property, entertainment, careers, education, sports and lastly shopping.
Things are not always as they seem
As you can see, it is not always black and white in digital. Not all brands need to advertise on cross platform devices. However, some activities such as entertainment remains as multi-device content. People are accessing information from their tablets 32%, smartphones usage is up to 39% and desktops contributed 29% in this mix.
According to a recent eMarketer article, Verto’s data is very similar to the ComScore data that was released in December 2016. Which is enough to say there is a pattern. As advertisers, it is important to learn from findings like these, when planning our next digital campaign.
Have you been recently talking to your digital media specialist or a programmatic media buyer and got lost in terms that they have been using?
Our company has partnered with Centro a leading company among the programmatic advertising technology providers. We use their DSP (demand side platform) to run all of our client’s campaigns. For this post, we are putting together a list of 8 targeting tactics you should be using for your next programmatically run advertising campaign:
#1 Audience Campaign
A very specific targeted campaign that focuses on finding the right set of eyeballs and not necessarily the right website. It focuses on branding and awareness. The more specific the audience, the higher the cost. In our case, we use Centro DSP (demand side platform) to deliver the tactics for all of our clients. We have access to audience data from ComScore, DoubleVerify, Peer39 or GrapeShot. This data is allowing us to routinely target the right audience.
Remember, data cost is always additional to the campaign. So be sure to look at how and when you are applying it. Also, you should definitely avoid this type of tactic when you are focusing on Key performance indicators like eCPC and eCPA.
However, audience targeting is not the only way how to reach your target market. Let’s explore the remaining 7 tactics highlighted in this post.
#2 Contextual Campaign
This is an efficiency driven campaign, KPIs. eCPC, eCPM, conversion tracking, CTR are your primary areas of focus. The best practice is to execute it using small goals and other niche targeting tactics. An example would be to use a list of keywords and apply it to each ad group so that the ad appears on subject relevant pages.
#3 Website Campaign
Using a whitelist of specific websites that has performed well in the past to reach a particular audience or demo. If you have a data that shows certain websites work for your brand, don’t reinvent the wheel, get out your hard hat and lunch pail and USE IT! Run a website campaign.
#4 Desktop Video Campaign
When a TV campaign is part of the marketing plan use desktop video campaign as a supporting tactic. It is used for the purposes of branding and awareness.
#5 Mobile Video Campaign
Targeting apps and sites with video assets can be done via DSP (demand side platform). This tactic is also used for brand awareness. Keep in mind that short videos perform better than long.
#6 Hyper Local Mobile Campaign
Using GPS location data, you can target inventory being served to smartphones and tablets within a radius you choose. Small business owners often use this tactic to help boost their walk in traffic. For example, imagine you own a restaurant owner in Winnipeg’s booming Corydon Village and want to let people know about your specials this week. With a hyper-local campaign, you can run an ad that is targeted at people living within half a mile radius. Or imagine you run a newly renovated hotel and want to let your neighbours know how well renovations turned out. Again, use a hyper-local mobile campaign to deliver your message.
#7 Mobile Third Party Audience Campaign
The goal of this campaign would be to drive awareness. It is a great tactic to compliment audience targeting and desktop campaigns. Third party data is always an additional expense on your CPM, so be sure to reflect it in your costing, but it is definitely a great way to ensure your campaign is targeting the right people.
#8 Retargeting Campaign
This is the lower part of the campaign funnel. Use this tactic when you need to re-engage your users. In order to execute a retargeting campaign, you must first place a pixel on to the client’s website. This tactic is highly recommended for campaigns focusing on KPIs, CPCs, CTR and converting people. Most of your campaigns should have a retargeting tactic included, even if it is after the main campaign is finished. Be sure to keep in mind that two weeks of retargeting is always worthwhile. Remember, when you run retargeting campaign it always starts as a small group of people, therefore, it can also be inexpensive. Trust me retargeting brings great conversions!
Did we mention that when you run a campaign it does not have to be just one tactic? You can three to four tactics together. Optimize them, learn from the data and see what delivers the most results and stick with it.
As mentioned earlier, our company has recently partnered with Centro. This means we have access to ComScore, DoubleVerify, GrapeShot or Peer39 data and to a whole lot of inventory. We look forward to working on your campaign one day.
And if we don’t work with you in the future, hopefully, you will find all of this helpful so the next time you talk about digital campaign tactics with your media planner or buyer you will know what to ask!
The two basic tasks of marketing communications are message creation and message delivery. In other words, Media Planning is a message delivery. Let’s explore it today, shall we?
Last year I attended an event organized by a local leading newspaper company. I had a great time talking to all of my representatives that I have developed a great relationship with over the years. However, there was one conversation with a management lead professional that really made me think about the gap in knowing what is Media Planning and how important it is in the process of marketing proposals and executions.
Why do you need a Media Planner to help with your marketing plan and execution?
Here is a list of reasons you should hire a media planner for your next media plan:
- You need them for the media research they will provide you with;
- Strong Media Planners are confident negotiators with the ability to recognize opportunities and take advantage of them;
- A good, experienced Media Planner knows what is the price he/she is willing to pay for media;
- You need a professional who can determine media channel selection, partner selections and give you rationales;
- Media planners monitor historical rate structures and current/future market conditions to ensure rate integrity is maintained;
- You need Media Planner who will investigate all available media, special opportunities, and positions, who will be meeting with media representatives, reviewing media kits to tell you what is currently the best on the market;
- You need somebody who will create and maintain media plan flowcharts based on client’s and campaign objectives and keep you organized within your budget.
Trust me, I could go on and on why an experienced Media Planner is worth their weight in gold and why you should invest into media planning professional. The reasons listed above are just a sample of what you should receive from an experienced one.
Why is Media Planning not done by Media Planners here in the prairies?
Since moving to Winnipeg from Prague 15 years ago, I have often found situations where Media Planning is being done by account managers or marketing directors. In my view, it is impossible for these professionals to cover all of the aspects of marketing strategies by themselves and do it well! This is as true in the advertising industry as it is in the restaurant business. The truth is, you do not go to a Chinese Restaurant to order a pizza, right? Simply put, there are too many tasks to do all of them well.
Your clients deserve to have you put your best foot forward and deliver on your own core competencies. Accordingly, Media Planning in Winnipeg is often forgotten. Maybe it’s because the marketing dollars are stretched and expectations are higher than what the client is willing to spend?
Things are shifting to digital
Recently, our experience over the past few years has shown that the marketing dollars are moving away from traditional media. Budgets that were allocated for print, television and outdoor are now being allocated to digital. As a result, with these cuts being made it becomes difficult to support media departments. This is true, especially in small markets.
For example, in Winnipeg, there are many advertising agencies who do not have a media department. Furthermore, many do not even have a media partner to work with on a contract basis. We have marketing strategists, designers, copywriters but no Media Planners or buyers. Essentially, a Media Planner executes a plan to ensure that your ad is delivered to your target audience as expected.Let’s make it better!
Clients deserve for us to put our best foot forward
Lastly, as marketing professionals, we owe it to our clients to deliver the best results possible. We need to change our thinking and get back to basics. It is time to start educating our clients again about the value of a well-rounded marketing plan. This means that we need balanced media distribution in a marketing plan that considers all channels.
Therefore, If you are an ad agency a Media Planner is a must to have if you want to do it right. Let’s talk to our CEOs and VPs of Marketing, let them know how important it is to use the knowledge and experience a Media Planner can bring. After all what good is the right message, if the wrong people or not enough people are seeing it.