Online Political Ads Are Critical For Success

Online Political Ads Are Critical For Success

Attracting An Audience

Whenever election time rolls around, the presidential race seems to be everywhere you look. This year, it’s impossible to go far without hearing more about the latest Hillary Clinton and Donald Trump news, or how Bernie Sanders is ranking in the latest polls. Amidst the usual noise and news coverage, however, many people have begun to notice the prevalence of online ads used to promote candidates. Why? Because it’s more essential than ever for political candidates to find the right advertising strategy, and align their efforts with proven audience targeting.

The noticeable increase in political online spending that has occurred this year comes as a result of general trends in the advertising industry, including the rise of mobile advertising, the crucial role of social media (Twitter and Facebook), and the ability to use retargeting to reach out to potential audiences.

The targeting aspect of marketing online might be the most important concept for political individuals at this time. Campaigners have begun to realize that advertising online not only gives them the opportunity to make themselves heard on a wider scale, but also that they can place their ads directly in front of the right demographic audiences. By collecting information online, presidential campaign companies can find out about the motivations that press people to vote in the first place, the matters that people care most about, and the way that voters are reacting to recent updates.

Political Advertising And Online Targeting

What better way to reach out to the modern voter, or maximize the exposure for a particular issue than to utilize the latest in online advertising capabilities. Retargeting and targeting means that political individuals can choose every aspect of their campaign, and tailor every effort to reach out to their voters in the most effective way possible. At the same time, with the right platforms, these campaigns can be easily adjusted and updated over time to match the changing concerns and opinions of voters.

What’s more, with digital advertising campaigns, political candidates can personalize their messaging to match with their viewer’s ideal persona. For example, Hillary Clinton’s campaign might utilize images of middle-class parents or draw attention to young businesswomen. The possibilities are potentially endless. Through dynamic advertising, any political campaign can show off the most appealing aspects of their strategy to their audience in the best places, at the best times. In fact, political candidates can even improve their chances of converting lost visitors into voters with retargeting methods.

Online Political Advertising Is The Future

It shouldn’t be any surprise that digital advertising spend for political campaigns will continue to rise in the coming years. Multi-device advertising gives individuals, campaign managers, and candidates the chance to reach out to people no matter how they’re keeping up-to-date with the latest news. Whether it’s spreading a campaign into social media with Twitter updates, or using search-retargeting to track down potential voters, the only unknown is how quickly this trend will continue to grow.

Savvy marketers will always take advantage of the latest and most effective techniques for capturing the attention of crucial audience members. For political industries, this means stepping away from traditional flyers and posters, and exploring the digital opportunities for drawing in valued voters.

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Engaging Consumers with Native Advertising

Engaging Consumers with Native Advertising

In a world saturated with marketing messages, people hear a radio commercial and change the station. They see a commercial on TV and fast-forward their DVR. Some people even see an ad on Facebook and subconsciously ignore it (even though we all know that is a silly thing to do). So how do you get consumers to pay attention to your adThe key is to not make it seem like an ad.

This is where native advertising comes in. As the name implies, it is advertising that feels natural. Almost appearing to be a part of the content, native ads do not scream for the user’s attention. They are part of a website’s organic environment, and provide a great opportunity for brands to curate consumer-centric messages.

The relevancy of native advertising carries across diverse channels, largely owing to the fact that there is nothing flashy about the ads – there are no large fonts, special animationsor innate flourishesBy creating advertisements in this way, marketers hope to provide a much less disruptive advertising experience. Below is a great example of native advertising.

Going native with Purina

Take a recent native ad by pet food brand, Purina, They sponsored an article on Mashable entitled 5 heart-warming stories that prove dog is man’s best friend”; which consisted of stories of dogs saving lives, mourning lost owners; and other heart-warming canine-inspired talesThe strange thing is that there wasn’t a mention of dog food anywhere in the piece.

So was this a waste of Purina’s money? No, because the subtle piece of advertising got over 25,000 ‘shares’; people didn’t just read it, but actually forwarded it to friends and other dog owners, each share taking the subtle Purina branding with it.

Man-dogs-best-friend

Why Advertising Works

Native advertising offers brands a creative and strategic way to deliver consumer-centric content that matches the form and function of their preferred experience, across multiple channels and devices. Purinaapproach was effective, as it did not intrude on the consumers’ experience, but became a natural – and most importantly, valued – part of the consumer’s digital experience.

Using native advertising, Purina were able to:

1. Get their content in front of not just a greater number of people, but the specific group of people who are most likely to be interested (i.e. dog lovers)

2. Deliver the content in an integrated and seamless way that becomes part of the consumer’s chosen experience, instead of a roadblock that gets in the way of their experience.

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What Is Video Advertising?

What Is Video Advertising?

We all watch online videos in some form today. Whether it’s checking out the latest viral crazes on Facebook, or catching up with our favorite TV shows, we flock en masse to consume video content, and we just can’t seem to get enough of it. Now factor in video advertising into the mix.

The boom is wholly due to the rise of digital media and the proliferation of ever more sophisticated mobile devices, improved broadband coverage and 4G services. And our insatiable appetite for video has not gone unnoticed by advertisers, and as a result, there has been substantial growth in the video advertising market too – with the latest projections suggesting that video ad spend will reach a staggering $6 billion by 2018.

Advertisers love video advertising because videos are fairly inexpensive to make and post, and they can stay online attracting views for as long as you want. 

Video Formats

There are many different options when it comes to video advertisingHere’s a quick rundown of the most common ones:

Linear Video AdsMore commonly known as pre, mid and post-roll ads, linear ads take over the full video player space. They’re linear because they run in line sequentially with the content, for example a pre-roll will appear as (ad-video); a mid-roll will be (video-ad-video) and a post-roll will appear as (video-ad). Linear ads can be 15 or 30-seconds long and do not allow for fast forwarding through the ad.

Interactive Video AdsThese ads completely take over the screen and pause the video content while they play. They allow a variety of interactions, like clicking for more information, signing up for a newsletter etc., and are usually a mix of video, animation or static images as well as interactive elements. They can show up before, during or after the content plays and are generally 15-30 seconds in duration.

Overlay Video AdsThese ads run simultaneously with the video content, usually in the form of an interactive banner ad in an overlay. Clicking on these ads pauses the content and the ad opens in a full screen player. Generally, a non-linear video ad will run for 5-15 seconds before rotating to another ad or reducing in size.

Companion Video AdsCompanion ads, by definition, play alongside the video. They are displayed in the web page around the video player and often take the form of display banner ads. They offer a persistent visual for a brand or product while the video is being watched, without taking up video player space. They can include text, static images or rich media.

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Advice From Inc. Magazine’s Lisa Utzschneider-Women Workplace Advancement Post-Pandemic

Advice From Inc. Magazine’s Lisa Utzschneider-Women Workplace Advancement Post-Pandemic

What Women Need to Know About Leadership and Advancing in the Workplace Post-Pandemic
While the shift to remote work during the pandemic delivered unexpected benefits for many, there has undoubtedly been a disproportionate impact on women, especially when attempting to balance career advancement with the responsibilities of home life, child care and education, and more. With companies introducing hybrid work models and even permanent remote work options, this moment should be a fervent call to action for senior leaders to promote women’s advancement in a post-pandemic professional world.

In the coming weeks, thousands of young women will graduate college and enter the workforce, where they will face the most difficult economic times in nearly a decade. These challenges are compounded by recent data showing that women everywhere are missing opportunities to advance through the ranks at work. Gender equality in the workplace is backsliding, erasing many of the gains over recent years. A report from the World Economic Forum suggests that the seismic impact of Covid-19 has extended the time it will take to close the gender gap by 36 years — in other words, a whopping 135.6 years to achieve gender parity.

This should be a wake-up call for leaders and beyond.

Throughout my career, I faced many of these same challenges and roadblocks, but I found a path forward and I commit to sharing it with other women. Here are three critical lessons I learned on my way to becoming CEO that can help other women — whether working remotely or back in the office — to make their mark.

Find your voice and use it wisely

If there’s one thing I could tell my younger self, it would be to speak up early and often. This is not an easy skill to master, especially if you’re remote and don’t get as much face time with senior leadership. It requires a deeper awareness of the other personalities surrounding you at work, confidence in your perspectives and insights, and ultimately an understanding of your company’s priorities and goals. It took time to find my voice, but after years as the only woman on calls, at the conference table, or on Zoom meetings– I will tell you, it is a necessity.

Recognize that you were hired not only for your skills but for the unique perspective you bring to the company. In a tech-driven world, we can often overlook and accept interruptions or talking over from more experienced and outspoken colleagues. Learn to stand up for yourself thoughtfully and with purpose. The more that you develop this skill, the easier it will get.

If you struggle to speak up in meetings, focus on your preparation and projection ahead of Zoom calls. These are areas where you can make measurable progress–and that you completely control. Before your next big meeting, set aside time to closely review all materials in advance and jot down your questions, reactions, and recommendations. Commit to sharing at least two points in a clear voice–don’t be afraid to speak loudly and project to ensure others hear you. During your meeting, hone in on one idea that you most want to communicate based on the conversation. Creating a routine to help you prepare for meetings can have a dramatic impact on your confidence and ability to find your voice in those critical, higher-stress moments.

It’s more important to earn respect than to be liked

As you advance in your career and take on leadership roles, you will have to make and navigate unpopular decisions. It’s inevitable, especially when your peers become your direct reports. Many new leaders struggle with this transition– it can be one of the most difficult you face in your career. Personally, I took time to come to terms with this, but here’s what I ultimately discovered.

Focus your energy on making tough calls and decisions that benefit the company as well as your team. Successful teams need decisive leaders, whether they’re working remotely or in the office. I’ve seen firsthand the missed opportunities and other repercussions when managers get stuck in a cycle of chronic indecision.

Make sure your team can count on you to make the decisions that matter. This can be a challenge at first, but if you use data to inform your strategy and trust your judgment when making difficult decisions, your team will as well. When you choose to earn respect over being liked, it speaks volumes to your team about your values and shows your investment in the business, their success, and larger goals.

For important decisions that require additional thought, I often tell my team–and even my boss–that I will sleep on it, and commit to providing an answer by a specific time the next day. Decide how much time you need to arrive at a thoughtful decision, especially if it’s time-sensitive, then commit and stick to it.

For example, when the pandemic hit and the topic of working from home globally came up, the unprecedented nature of events demanded careful consideration to ensure everyone’s health and safety. I told my leadership team an exact time that I would communicate a decision and that’s what I did. What I witnessed among the team was relief during a very challenging moment, when being decisive helped set employees’ minds at ease.

Make your mark (in big and small moments)

One of the best things that you can do for your career is to make an impact during interactions with your company’s senior executives. Find ways to stand out in big and small moments by being intentional when opportunities arise. Ask yourself: what impression do you want to leave? How can you demonstrate the impact and value you bring to the business? How can you improve the company’s culture?

Every interaction–no matter how brief–matters. Have the opportunity to ask a question or make a suggestion in a company All Hands? Go for it. Do you have an idea to improve the business? Send a one-pager that clearly summarizes your idea to the appropriate leader. I promise they will remember you. This is something you can do easily over email.

In my first year at IAS, I joined a marketing team offsite. One leader from APAC asked me about our culture and how to continue improving the employee experience. She followed up by sharing a very thoughtful summary of specific steps to help enhance our culture. In fact, we incorporated several of her suggestions into our annual plan. Despite being located many time zones from headquarters, this employee made her mark.

Amid the pandemic, career advancement can be challenging. While working remotely, striving to stand out, and experiencing fatigue from months of balancing work and home life, this can be doubly difficult for women. But we can’t let that stop us. You owe it to yourself to seize every opportunity that you can to succeed and to create them when necessary. It’s your career. Make your mark on it.

Lisa Utzschneider
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