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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An Introduction to Digital Advertising Metrics Understanding

An Introduction to Digital Advertising Metrics Understanding

Choosing the right digital advertising metrics to track and measure is crucial to your campaign’s success. If you aren’t tracking advertising efforts correctly, you’ll never know what’s working and what channels to focus your advertising dollars on.

Determining your core ROI goals means you’ll be able to measure data that tells the story of how your target audience interacted with your ads.

Here are a few of the key metrics to track that will help you measure success and determine ROI:


CPA – Cost Per Acquisition

How much does it cost you to acquire a new lead on any given channel?

Knowing the cost to acquire a client for your business is the basis of your marketing budget, so it’s crucial data to add to your ROI analysis. Combined with other ad data, this will determine whether your business will make a profit.

Ideally, you’ll want to get a sense for which mix of ad channels (Search, Facebook, Display) work best for your business. Then you’ll be able to better optimize your ad budget going forward.

Here’s the formula for CPA:

ROI Analysis - cost per aquisition

CPA is a simple but valuable formula. Knowing how much it costs to acquire a new lead is key to understanding your ad ROI.

However, we still don’t know the actual value of your client’s customers. The next thing we’ll discuss is LTV, which is essential for further ROI analysis.


LTV – Lifetime Value

Do you know the lifetime value of your customers? You should!

Why? Because this will give you a number that represents an approximation of the revenue a new customer brings in, with all associated costs factored in.

If you know your LTV, you’ll be able to compare it directly to the cost of acquiring a new client through your digital ad campaign.

Here’s the formula you can use to determine your LTV.

ROI Analysis - lifetime value ROI


CR – Campaign Revenue

Now that we understand how to calculate and analyze the lifetime value of your customers, we’ll be able to track the revenue generated by your digital advertising campaign. As you can see below, you just need to multiply your campaign’s conversions by LTV and closing ratio (50% would be .5).

Why include closing ratio? Obviously, every new lead you generate isn’t going to become a customer, so you’ll need to factor in how often you are able to close new leads to estimate campaign revenue correctly.

ROI Analysis - campaign revenue ROI


ROAS – Return on Advertising Spend

ROAS is an illuminating metric to use for ad campaigns, and a lot of marketers use it interchangeably with ROI itself. However, there are significant differences between the two. What is the difference between ROI and ROAS?

Tim Mayer, CMO of Trueffect explains:

“ROI measures the profit generated by ads relative to the cost of those ads. It’s a business-centric metric that is most effective at measuring how ads contribute to an organization’s bottom line. In contrast, ROAS measures gross revenue generated for every dollar spent on advertising. It is an advertiser-centric metric that gauges the effectiveness of online advertising campaigns.”

So advertising ROAS is much more focused on the results from specific campaigns, while ROI incorporates the bigger picture relative to the business. This means that it’s much easier for you to be tracking and analyzing advertising efforts with ROAS! You know the cost and you can calculate the revenue.

ROI Analysis - return on ad spend

Setting your own benchmarks and campaign goals based on past performance is the best way to proceed with your advertising efforts.

Want to skip all this confusing jargon and let the experts handle your digital advertising? Contact us today!

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