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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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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The hidden environmental costs of digital advertising, Marketing & Advertising News, ET BrandEquity

<p>Representative image</p>
Representative image

Digital advertising has revolutionised the way brands reach their target audience, allowing them to connect with consumers on a global scale. However, with this increased connectivity comes a downside, as digital advertising has a significant impact on the environment.

One of the major impacts of digital advertising on the environment is the high level of electricity consumption required to power the servers that host online advertisements. According to a study by the University of Bristol, digital advertising accounts for approximately 8-10% of global electricity consumption, with a significant portion of this energy coming from non-renewable sources.

In addition to electricity consumption, digital advertising also contributes around 3-4% in greenhouse gas emissions, that is equivalent to the emissions of the entire aviation industry. This is due in part to the energy required to power the servers, but also to the production and disposal of the devices used to access digital ads.

Another environmental impact of digital advertising is the creation of electronic waste. The constant production and disposal of devices used to access digital ads contributes to the growing e-waste problem, which poses a significant environmental and health risk.

Despite these negative impacts, there are steps that can be taken to reduce the environmental impact of digital advertising. Companies can use renewable energy sources to power their servers, design ads that are optimised for energy efficiency, and encourage the reuse and recycling of devices.

As media buying is an important aspect of digital advertising, and it can also have a significant impact on the environment. Marketers have an important role to play in reducing the environmental footprint of digital advertising. Here are some media buying best practices that can help reduce the impact of digital advertising on the environment:

  1. Use Sustainable Ad Formats: One way to reduce the environmental
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Five ways digital marketing is changing, Marketing & Advertising News, ET BrandEquity

<p>Representative image</p>
Representative image

The digital marketing landscape keeps changing. Here are 5 changes that my team and I have experienced in recent times. Each of these impacts the day to day work we do.

1. Volatility among the ad platforms in use

The mix of ad platforms that are available and on the ascendant or decline keep changing.

Let’s take Google Ads, the largest player. Over the last couple of years, Google Ads has unleashed disruption via machine learning (ML). Firstly, it has introduced bidding strategies that use ML viz. Smart Bidding and Performance Max. Secondly, ML is being used to create and serve the most appropriate ads for each context.

With the above changes, the old style of managing Google Ads – that was around for over a decade – has gone. Selection and optimization of keywords is no longer required. Google Ads automatically optimizes keywords, based on the bidding strategy and marketing objectives set by the digital marketer.

This change at Google Ads is the biggest one ever and it has changed the task of the performance marketer quite a bit.

Meta, which with Facebook Ads and Instagram Ads, has the second largest ad platform, is planning to make a major move in AI in the form of launching creator tools in the short term and AI personas (targeting) in the long term, reports Marketing Dive. Zuckerberg has said he wants to ‘turbocharge’ Meta’s products with AI. Tech companies like Meta and Google cater to millions of ad clients, mostly small businesses. A big constraint for these small companies in getting more out of online advertising is ad creation.

Only 40% of Meta’s 10 million or so advertisers use Reels, says The Economist. If Meta can provide AI-based tools that can create ads (with images and videos) without the

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Are you ready for metaverse advertising?, Marketing & Promotion News, ET BrandEquity

&lt;p&gt;Metaverse marketing can take many forms &#8211; virtual experiences, immersive advertising, and partnering with metaverse platforms and communities to reach target audiences. &lt;/p&gt;
Metaverse advertising and marketing can get several varieties – digital experiences, immersive promotion, and partnering with metaverse platforms and communities to achieve focus on audiences.

Just due to the fact Zuckerberg needed to have a new income supply, you don’t have to embrace the metaverse. Certainly, it is an rising electronic area that is anticipated to revolutionize the way we interact with digital written content and each other. Certainly, it provides a new frontier for entrepreneurs to engage with individuals in modern and immersive ways.

Metaverse internet marketing can get several sorts – digital encounters, immersive promoting, and partnering with metaverse platforms and communities to access concentrate on audiences. Entrepreneurs may well locate it particularly helpful when searching to engage with youthful, tech-savvy audiences, as they are probably to be early adopters of new technologies.

There are numerous early adapters of metaverse advertising and marketing who have started to experiment with it. Nike experienced launched a virtual sneaker assortment in partnership with the Zepeto platform. The digital sneakers can be worn by avatars, allowing for Nike to arrive at a new audience and interact with them in new approaches. Gucci has introduced “The Gucci Digital 25″ sneakers in Roblox, one more metaverse system, and clients can make purchases working with Robux, the platform’s virtual currency.

Coca-Cola made a digital vending device in Decentraland, where buyers could produce and interact with virtual worlds. The vending machine dispenses virtual Coke bottles, and buyers can exchange them for actual-world prizes. There is also the Sandbox platform that lets customers to generate and have digital land, video games, and experiences. Quite a few makes together with Atari and Square Enix have partnered them to create branded encounters.

In India, WowExp is the foremost metaverse platform that has partnered many businesses together with Dell, HUL

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