Category: Advertising & Marketing

Advertising & Marketing

4 reasons you should try Facebook Dynamic Ads

Are you looking to engage your audience with a personalized experience throughout their meandering journey – from awareness to conversion and Organic Search through Paid Social?

Then Facebook Dynamic Ads could be your marketing funnel’s secret weapon. 

Regardless of whether you’re B2C or B2B, Facebook’s Dynamic Ads are a smart, cost-effective way to expand your reach.

Here are four reasons why you should consider trying Facebook Dynamic Ads.

1. AI does the hard work

AI may be the big buzzword these days, but seasoned marketers know that paid advertising platforms like Meta have been using AI algorithms for all sorts of things, including Facebook’s Dynamic Ads.

Originally released in 2015, Facebook’s Dynamic Ads were touted as a format to help advertisers “capture the intent signals that customers show on websites and apps to ensure the right products are connected to the right people.”

Put simply, Meta uses AI to analyze user behavior and show users applicable content. 

Facebook Dynamic Creative
Advantage Plus Audience

Where Dynamic Ads shine is the AI’s ability to decipher user behavior and preferences with precision.

Dynamic Ads tap into Meta’s treasure trove of user data, allowing the ads to adapt seamlessly to each user and their unique surroundings. 

Unlike traditional ad campaigns that require painstaking A/B testing, Dynamic Ads ads eliminate the need for lengthy guesswork. AI does the heavy lifting by continuously analyzing user engagement data and fine-tuning the ad content in real time.

No more creating separate tests. No more manual adjustments. It’s all taken care of behind the scenes.

2. Efficiency

Personalization and performance are intertwined – personalized ads can increase user engagement and significantly enhance ad performance.

So if you aren’t leveraging Dynamic Ads in your Facebook strategy, you’re missing out on that increased user engagement, ad performance and an overall cost-saving tool. 

Finding the winning combination

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Advertising & Marketing

Hennessey Digital Receives Fortune Magazine Best Workplaces in Advertising and Marketing Honors

NORTH HOLLYWOOD, CA / ACCESSWIRE / September 13, 2023 / Cue the high fives on Zoom and Slack emojis! Hennessey Digital, a leading all-remote digital marketing agency known for its understanding of the Google algorithm, has been named to Fortune magazine’s 50 Best Workplaces in Advertising and Marketing.

The agency specializes in search engine marketing, PPC advertising, digital marketing and marketing technology innovation, and is one of the legal industry’s top law firm SEO agencies. It employs more than 100 team members globally and was recently named to the Inc. 5000 list of Fastest-Growing Companies in the U.S., joining an elite group of companies who have made the list for an impressive five consecutive years.

To determine the Best Workplaces in Advertising and Marketing, Fortune partners with global people analytics firm Great Place to Work which uses its proprietary Trust Index™ survey to measure the core of what they know creates great workplaces-key behaviors that drive trust in management, connection with colleagues, and loyalty to the company. They identify the organizations that offer the most generous, caring and innovative cultures reflecting a genuine commitment to meet the diversity of their people’s needs inside and outside the workplace as validated by what employees report in survey results.

“To achieve this recognition and success eight years into expanding my consultancy into a full-service digital marketing company is something I really take to heart and share with our leadership and every team member in our organization,” said Jason Hennessey, founder and CEO of Hennessy Digital. Jason is an internationally-recognized entrepreneur, SEO expert, bestselling author and business coach.

“Not only do we strive to attract top talent, we want Hennessey Digital to be a place people love to work and a partner clients love to work with. So we invest a

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Advertising & Marketing

Ad Tech Platforms for Marketing: Choosing the Right Ad Server for Your Marketing Needs

Table of Content

  1. Introduction
  2. Programmatic Advertising in Ad Tech [ DSP, SSP] [ will talk about challenges, benefits and implementation of programmatic advertising]
  3. Criteria for Selection [Key Considerations for Publishers, Factors in Choosing the Right Ad Server,Balancing Publisher Needs with Advertiser Demands]
  4. 5 best Ad server platforms for publishers
  5. Making Your Decision [Factors to Consider When Making a Choice, Steps in Implementing an Ad Server and Tips for Maximizing the Benefits]
  6. Ad Tech Industry future trends
  7. Conclusion

“You run ads, then ads run the world. All the kudos goes to brands, but an invisible force, unheard by the majority, keeps the lights on. It’s lucky that you know about it, but that’s just the start. Today, we’ll fully explore the godlike powers of ad tech.” EPOM

Introduction

In the ever-evolving landscape of digital marketing, Ad Tech platforms have become indispensable tools for publishers, advertisers, and marketing agencies. Among these platforms, programmatic advertising has taken center stage, thanks to the integration of Demand-Side Platforms (DSP) and Supply-Side Platforms (SSP). This article will delve into the intricacies of programmatic advertising, the challenges and benefits it presents, and the crucial criteria for selecting the right ad server.

1. Programming Advertising in Ad Tech:

Programmatic advertising is the backbone of modern digital marketing, utilizing DSPs to automate the buying of ad inventory and SSPs to optimize supply-side resources. While it offers immense potential, it also brings challenges. The complexity of real-time bidding, ad fraud, and data privacy concerns pose significant hurdles. However, the benefits, such as precise targeting, efficient ad spend, and data-driven insights, far outweigh these challenges. Implementing programmatic advertising requires a robust infrastructure and a skilled team.

2. Criteria for Selection:

Selecting the right ad server is pivotal in maximizing the potential of programmatic advertising. For publishers, it’s essential to consider

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Advertising & Marketing

telling better stories, Marketing & Advertising News, ET BrandEquity

<p>Image used for representative purpose</p>
Image used for representative purpose

Content consumption has taken a wild spin over the years and stolen the spotlight in the conversations of industry leaders. With the mere click of a button or the sassy swipe of a finger, we are transported into a world where the type and medium of content consumption are as mind-boggling as a unicorn riding a unicycle. It’s a revolution that has left no screen untouched and redefined the very essence of how audiences and stakeholders devour their dose of entertainment.

This evolution has paved the way for advertisers to unleash their creativity, utilising targeted messaging and interactivity to captivate and conquer their desired audience. No longer confined to traditional television commercials, the realm of video ads has become a playground of innovation and engagement.

With modern targeted advertising using video and interactive tools, advertisers are now customising their campaigns, fostering meaningful connections and creating impact in the digital era. Empirical studies have unequivocally demonstrated that viewers exhibit an impressive 95% retention rate when exposed to video-based messages, underscoring the exceptional potency of video as a medium for capturing and retaining audience attention.

The power of video ads lies in their ability to create brand recall and drive better engagement compared to static or textual ads. Furthermore, video ads increase viewers’ intent to purchase the advertised product by a staggering 97% and enhance brand association by 139%.

Even in the analog era, after all, who can forget Lalitajiextolling the virtues of Surf, Karen Lunel below a waterfall using Liril (though we still don’t know why she was bathing there), or Jayant Kripalani coughing so he could take a Vicks kigoli? David Ogilvy liked to say the consumer isn’t a moron, she’s your wife. I’d like to amend that. The consumer isn’t a moron, he’s your

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Advertising & Marketing

Why Google on trial is the pivotal moment that could shape the future of online advertising

When the U.S. government faces off against Google in court later today, it will be the start of the first significant attempt to rein in a major tech giant in a generation. If the Department of Justice manages to pull this off, it could really shake things up for Google, possibly giving its rivals a chance to grab a bigger slice of the pie in what used to be Google’s stronghold: search advertising.

Whether this happens depends on if Judge Amit P. Mehta believes that Google played a bit dirty by cutting deals with Apple, telco companies and other device makers to be the automatic search engine to users on their platforms and tech. The U.S. government argues that this strategy has harmed fair competition, effectively locking Google into a dominant 80 percent or higher market share in search.

Key dates for trial

Tuesday, September 12, 2023:
Opening

Tuesday September 12 – Friday October 6, 2023:
Parties opening statements
DOJ’s Case-in-Chief

Tuesday October 9 – Tuesday October 24, 2023:
(Colorado) State AGs Case-in-Chief

Wednesday October 25 – Wednesday November 15, 2023:
Google’s Case-in-Chief

Thursday November 16 – Friday November 17, 2023:
Rebuttal

Friday January 26, 2024 (estimated):
File Post-trial briefs & PFOF (estimation based on scheduling order)

Perhaps this talk of monopolistic behavior rings a bell? That sense of déjà vu is because the U.S. government is also making a similar attempt to challenge Google’s dominance in open web advertising. The outcomes of both trials could be seismic, but the search one is arguably more critical since it’s the foundation of Google’s business. It’s also likely to impact the outcome of the ad tech case, which won’t start until some time next year at the earliest. 

Whether Google

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Advertising & Marketing

Fortune Media and Great Place To Work Rank Basis

CHICAGO, Sept. 13, 2023 (GLOBE NEWSWIRE) — Great Place To Work® and Fortune have selected Basis Technologies (https://basis.com) as the No. 2 ranked company for the 2023 Fortune Best Workplaces in Advertising & Marketing™ List. A global provider of programmatic advertising and media automation solutions, Basis Technologies secured consecutive years of distinguished recognition on this list, last year ranking No. 1. Widely renowned for its focus on wellness for its team and the digital media industry at large, Basis Technologies’ media automation platform improves the lives of customers and drives optimal outcomes for marketing enterprises. The company continues to grow its team, hiring in engineering, product, and services — https://basis.com/company/careers.

The Best Workplaces in Advertising & Marketing list is based on an analysis of survey responses from over 10,000 employees from Great Place To Work Certified™ companies in the advertising and marketing industry. In that survey, 96% of Basis Technologies’ employees said it is a great place to work. This number is 68% higher than the typical U.S. company. Learn more about the workplace at Basis Technologies.

“Fortune congratulates the Best Workplaces in Advertising and marketing,” says Fortune Editor-in-Chief Alyson Shontell. “Creating a vibrant workplace culture that draws the best talent in advertising and marketing is vital for the success of the leaders in this highly competitive industry. It is also what’s needed to ignite innovation and deliver best-in-class performance.”

Basis Technologies continues to surpass industry standards in workplace satisfaction in multiple categories examined by Great Place to Work and Fortune. The company has been:

  • No. 1 in Best Workplaces in Advertising & Marketing in 2022.
  • No. 1 in Best Workplaces in Chicago in 2023 and 2022 (Small and Medium), No. 6 in 2021, and 4 in 2020.
  • No. 10 in Best Medium Workplaces in 2023, and
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Advertising & Marketing

Influencer ad spend growing faster than traditional ad investment

Influencer ad spend is accelerating faster than investment in traditional adverts.

Brands were advised to consider adjusting their campaign strategies to align with the rising popularity of influencers after this finding was revealed in Insider Intelligence’s Influencer Marketing 2023 report.

Why we care. As more businesses embrace influencer marketing, the way people consume ads is shifting. This suggests that traditional ads might not work as well anymore. Advertisers should stay updated on these changes to ensure they get the most out of their ad investments.

Screenshot 2023 09 08 At 15.13.19 562x600

Income breakdown. The report included a detailed breakdown of how influencers are generating incomes on their platforms (% of respondents):

  • Sponsored content – 82%
  • Affiliate – 56%
  • Advertising revenue – 33%
  • Creatore funds – 25%
  • Paid content subscriptions – 16%
  • Selling merchandise – 15%

Influencer opportunities on the rise. The Hollywood writers’ strike could create more chances for influencer marketing, which may accelerate influencer ad spend even further, according to the report. This is because content creators are likely to seek alternative ways to make money during the strike. Additionally, social platforms are actively trying to attract top creative talent, which is likely to open up more possibilities for brand partnerships.

Get the daily newsletter search marketers rely on.

What has Insider Intelligence said? A spokesperson from Insider Intelligence said in the report:

  • “The time to act is now. Influencer marketing spending will rise roughly 3.5 times faster in 2023 than social ad spending will. That’s a testament to the resilience of creators, even amid economic concerns and major competition.”

Deep dive. Download the complete Insider Intelligence report and read it in full for more information.

Add Search Engine Land to your Google News feed.    Google News

New on Search Engine Land

About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining

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Advertising & Marketing

The Future of Digital Advertising

People are one of two things in this world.

Overwhelmed or distracted.

Doom scrolling on social media has made attention spans short.

Privacy policies and GDPR are making it increasingly difficult to reach your customers.

iOS nuked Facebook’s ad targeting system by giving users the ability to opt out of app tracking.

As more and more people worry about their privacy, the future of Digital Advertising is shifting.

Want more future-proof and profitable ad campaigns? Check out these 4 digital advertising methods.

DOOH (Digital-Out-Of-Home)

Digital-Out-Of-Home lets you advertise in the physical world with LCD displays and digital billboards.

I know what you’re thinking. “Billboards Ads? Who still pays attention to those?”

They’re making a comeback and here’s why:

  1. You can’t block them with an ad-blocker

  2. Not subject to strict regulations

  3. Geofencing

Everyone and their aunt’s cousin has an ad blocker which means most people won’t see banner ads. Digital billboards can’t be blocked in that regard.

Also, digital billboards don’t come with the same complex privacy regulations.

That means fewer restrictions on what you can say or do.

Another advantage of DOOH is that providers have massive amounts of location data.

If you want to target married couples with kids who make over $150,000 per year, the providers can search the data and find the best physical ad placements based on where those couples shop.

Last but not least, there’s Geofencing.

Ever walk inside a clothing store and then see an ad from that exact company on your social media?

It’s because when you step close to in-store digital billboards, they tag your phone’s device ID.

Advertisers can plug those IDs into their online ad campaigns to re-market to you later.

Most of the time customers need multiple touch points before making a purchase. So this can help you stay

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Advertising & Marketing

Successful performance marketing is a lot like investing, Marketing & Advertising News, ET BrandEquity

<p>Image Source: Freepik</p>
Image Source: Freepik

I’ve been investing for almost as long as I’ve been a digital marketing professional. I’ve grown to love and learn both with similar passion. The similarities, though, don’t end with me.

What one discipline has taught me has been applicable to the other, and that’s what led me to compile this list of 5 mistakes people make whether it’s investing or performance marketing, specifically self-serve advertising.

1.Over-optimisation: Practicing restraint is hard. Period. Which is why one of the marks of being a successful investor is the ability to not over-trade. Similarly, over-optimising a campaign can lead to you burning money. Marketers optimise everything from landing pages to bidding types so frequently, they can’t pinpoint which action led to which reaction, if any.

2.Over-dependence on AI: AI recommendations are great. Rely on them a little too much and you’re no different than an investor taking recommendations from exchanges. Both exchanges and publishers make money when you profit. But they also make money when you don’t.

3.Over-diversification: FOMO is a great communication strategy, not a media buying one. Marketers forget that when they chase a media mix of infinite platforms just to gain reach. Ever met an investor who made a CAGR of 20%+ with a portfolio of more than 25-40 stocks? More isn’t always better.

4.Excessive churning: Change is good. Knowing when to implement change is gold. For instance, I’ve run some ad creatives for longer than a year, and some for as short as 1 week. If you’re changing landing pages, creatives, or audience cohorts just for the sake of changing, you might as well just hand over your money to publishers. Multibaggers are identified by buying good stocks at all levels and holding on to them with conviction. The same goes for digital advertising.

5.Ignoring the

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Advertising & Marketing

Digital Advertising and Marketing Global Market to Reach

Dublin, March 23, 2023 (GLOBE NEWSWIRE) — The “Digital Advertising and Marketing: Global Strategic Business Report” report has been added to ResearchAndMarkets.com’s offering.

The global market for Digital Advertising and Marketing estimated at US$531 Billion in the year 2022, is projected to reach a revised size of US$1.5 Trillion by 2030, growing at a CAGR of 13.9% over the analysis period 2022-2030.

Display, one of the segments analyzed in the report, is projected to record a 15.3% CAGR and reach US$939.4 Billion by the end of the analysis period.

Taking into account the ongoing post pandemic recovery, growth in the Search segment is readjusted to a revised 12.2% CAGR for the next 8-year period.

The U.S. Market is Estimated at $223.2 Billion, While China is Forecast to Grow at 14.2% CAGR

The Digital Advertising and Marketing market in the U.S. is estimated at US$223.2 Billion in the year 2022. China, the world’s second largest economy, is forecast to reach a projected market size of US$372.6 Billion by the year 2030 trailing a CAGR of 14.2% over the analysis period 2022 to 2030.

Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 7.8% and 9.5% respectively over the 2022-2030 period. Within Europe, Germany is forecast to grow at approximately 11.1% CAGR. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$213.4 Billion by the year 2030.

Select Competitors (Total 523 Featured) –

  • Acxiom LLC
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Baidu, Inc.
  • Dentsu International
  • Eniro Group AB
  • Epsilon Data Management, LLC
  • Facebook, Inc.
  • Google, Inc.
  • IAC/InterActiveCorp.
  • Microsoft Corporation
  • LinkedIn Corporation
  • Sohu.com, Inc.
  • SXM Media
  • Tencent Holdings Limited
  • TradeDoubler AB
  • Twitter, Inc.
  • Xaxis, LLC

What`s New for 2023?

  • Special coverage on Russia-Ukraine war; global inflation; easing of
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