You have a presentation with a new prospect you know who can be beneficial for your organization. Prepared for the meeting in the best crisp suit, modest and well-spoken language you started after gifting a customized pen and diary. The name etched on the stationery will remind your client of you. This is an age-old trick that continues still because out of sight can go out of mind.
With the world evolving faster and competition getting fierce in the market, it is relevant and all the more important to be omnipresent. One good way you can do this is by using the internet. To market, a brand is not a cakewalk, especially in today’s time. But with the tool of Digital Marketing, you can still breathe provided you pick a marketing strategy to mark your presence. Marketing is the prime requisite for any business to stand and pose in the market.
In a business, you earn when you put all your resources to devise a product and market it well to make sales. When you accomplish sales and earn money more than investment, you make a profit.
Needless to say that for more profits, you need to have a fool-proof marketing strategy. If you have a start-up and feel tight on budget, digital marketing is the solution for you. It is the trick that can put the substance in your business.
Using digital marketing, you can be locally based, but your reach could expand to anywhere across the globe. Digital marketing is the practice of publicizing your brand at a low cost. It takes your name to a point where everyone knows you.
Have you heard of the start-up CureFit? It is a Bangalore-based company that devises a healthy and powerful lifestyle across food, nutrition, and mental well-being. They made their presence online through advertisements. The brand also took care to make personal contact with its customers. They used both offline and digital platforms comprehensively, and in no-time, they grew a $174.6 million company.
Let us look more into what is digital marketing and why start-ups need it?
What is Digital Marketing?
Before you understand the relevance of digital marketing, identify what is your vision for your business. That is know the extent to which you want to fly high and rule the market. After which you will be able to best understand the application of digital marketing.
It is a marketing activity that encompasses all marketing activities using the internet. Businesses use search engines, social media, websites, and emails to find and spot prospective customers.
Digital Marketing is spreading your business in the way in which you can sell your product/service online. Digital Marketing is a part of marketing and is also referred to as online marketing.
How suddenly could digital marketing gain substantial importance?
When the internet became ready to use service in the pockets of the common man, internet marketing picked up. Every day the number of people going online and making their accounts on social media platforms is increasing.
About 35% of internet users have increased in the age band of 29 to 35 years. This is the dominant group that puts its money in any start-up business. Which further explains the increasing relevance and requirement of digital marketing.
Using the internet for your marketing activities has several benefits. Out of this, the one major advantage is that your time to connect to the audience reduces. You can connect to a large part of your target market cost-effectively.
It doesn’t imply that traditional marketing methods have lost importance. But yes, the role of digital marketing is getting stronger than the age-old methods of marketing.
The role of digital marketing for Start-Ups
Digital marketing is you being present everywhere and at all places that are beyond your physical reach. You use electronic devices and the internet. It increases your possibilities of finding potential customers exponentially than you can imagine.
Digital marketing practices are important for businesses to increase brand awareness. Your digital presence authorizes your business presence.
When the competition is tough, embracing digital marketing techniques will be the best take. Several techniques under digital marketing entail varying budgets. Get as creative as possible to experiment with the marketing tactics.
You can apply different tactics for your start-up but you can’t wait for years to observe the outcomes. In such scenarios, digital marketing turns out best because it allows you to evaluate and analyze the results of every investment.
How digital marketing practice has evolved so much?
Digital marketing practice is about connecting with customers. Right? It has evolved fast because people spend too much time online. Taking the most out of this opportunity, start-up companies have got into email marketing, social media marketing, online brochures, and campaigns.
The world around is sailing forward faster because you live in a technology-enabled world. Beginning your dream venture is not difficult as that in the older times but is not easy when the competition is soaring.
Any start-up business can establish its foothold if :
It is marketed properly.
There exist needs and there are potential buyers.
In current times, the spending power of people has gotten better. The standard of living and lifestyle has also changed. Online marketing has contributed a lot to growing businesses. But always remember that condition number 1 is important. You cannot win the market with an offline strategy only. Better is to compliment the offline marketing tactics with digital marketing practices.
Let us see 7 reasons why Digital marketing is so essential for start-ups?
Traditional marketing ways can cost you several thousands of rupees whereas online marketing can only be applied for a few thousand. Techniques of digital marketing for start-ups are better comparatively because it helps to reach new clients faster and develop relations at a very low cost.
1. Engage, Engage, and Engage!
Nothing could beat this rule. If you want buyers you just have to engage your audience. For your start-up, you can try Twitter campaigns, webinars, and social media posts. If you want to have more than one happy client, the secret is to give everyone a personal touch. You must maintain a one-on-one relationship with your customers. This is how you can beat the competition.
Do you remember the television commercial for Nirma? It hit the market that no other washing brand could. It said that all the females could have that extra shine and whiteness in white clothes. The brand wanted to pitch their clients for their exclusive product that was affordable too.
You have to reach your target audience in the same way as the brand did use traditional marketing. Most commonly, the start-up brand of Digital marketers uses this methodology efficiently. They wanted to expand their email base and hence give a personal touch to each reader. The mail starts with your name and updates you with the facts. These digital marketers want to infuse in you the need to know more and market their service. These start-up brands will keep you posted on the new offers and discounts to attract you to buy their services.
The idea is to capture the clients’ attention in every possible way.
2. An affordable way to reach customers
Digital marketing is the most cost-effective way which increases your reach to the target audience. After personalizing the messages or any advertisement, you get more loyal customers.
Start-up brands like Ola Cabs could maximize their profits only through Digital Marketing. Their presence is only online with the headquarter based in Bangalore. The brand now competes with the well-known competitor Uber.
They pitched the customers online and through an application. Nothing could have been so affordable than anything else. To engage the customers, Ola Cabs repeatedly offered discounts and promos to the taxi users. People could get comfort at very affordable prices.
Gradually, customers who struggled in transportation due to distance or over-crowded buses preferred these taxis. Ola Cabs hit the Indian market at the right time when people wanted luxury that too at low prices.
Another example for you to look at is Zomato. It is a well known Indian restaurant and food delivery start-up. It also operates just through an application and markets its services using digital marketing. The brand serves the customers to provide information, menus, and user reviews of the restaurants. It works extensively and fetches customer’s feedback over the service deliveries.
Nothing could be better than this model because feedback is something that every start-up should collect. It allows you to broaden your horizon over some time when you can take collective efforts to rectify your marketing efforts. Apart from this, when you take feedback, you are in a way of engaging with your customers.
3. Helps to gauge the success of marketing activity
With digital marketing, you can gauge the success of campaigns or marketing activities. The number of mobile and internet users has increased over the last decades. Using digital marketing enables you to use several analytical tools. You can get real-time metrics for start-up marketing action.
It has helped to break the barriers of the old times wherein you just distributed pamphlets and never knew who checked for them. You had to wait for a long time to receive a handful of queries. These techniques can still work but only in a limited way.
With digital marketing, start-ups like yours can approach the customers to specific locations and demographics. Invest the money you have to and do not go overboard with the expenses. After each campaign and investment, you can gauge the success whether you have got the new clients or not. If nothing works, it is best that you can swiftly change the approach.
4. Help develop the Right Digital Marketing Approach
You can’t pull the same results with the same set of integration for brands that belong to different segments. What worked for BYJUs won’t work for any mobile vendor. It implies that depending on the industry segment, the correct digital marketing approach will have to be identified.
Digital marketing encircles aspects like content marketing, online advertisement, and email marketing. Evaluate the customers’ needs and then pick the marketing strategy. For impressive digital marketing results, you must plan actions well in advance.
Some of the key aspects you must concentrate on for Digital Marketing are:
Reach the customers with explaining and detailed videos.
Try PPC campaigns.
Use Social media platforms judiciously. Show and speak what the customers look for.
Approach customers by sending them detailed and informative emails. Make sure that you highlight customers’ benefits because there will be hardly any story readers. Keep your mails crisp, to-the-point, and short.
Maximize on the techniques of Search-Engine-Optimization.
For start-ups, you must make your online presence strong. Get a website ready that is attractive, user-friendly, and easy to navigate. Include the blog section on the website that will boost your online presence. The content can help your customers spot where you exist. It is important that you post the keyword researched content.
Plan everything because the budget can already be a constraint for you. Posting keyword-oriented content is crucial because it can drive organic traffic to your website. Use proper links to get the traffic on to your content. These links and readers of the blogs will help you identify the exact readers. It will also guide you about the kind of information the readers look for. Try to optimize the search engine results because only then will you be able to top the pages. And when you top the SERP, the chances of potential buyers increases.
5. Optimize sales.
Owning a website is one thing but another not to miss factor is using “Call-To-actions” links. Unless you do not request your customers to provide their email information or give them a direct link for shopping, they will not come back to you. When a customer loses interest, your marketing strategy will fail and you do not want that.
As a start-up, make sure that you do not miss a single point of contact with your customers. When you add a social media post, you guide the customer to your website. Now, if your website does not have the proper information, the customer is lost. Adding a call to action button will give you direct leads that will be uninfluenced and unbiased. These are the customers who have approached you either through referral or by seeing your product/services. Ultimately, you get to optimize sales through the perfect use of digital marketing.
6. Content will entangle the customers to you
There are thousands of start-ups in your segment to serve millions of customers out there. Agreed? Now one important thing that will help you stand out from the masses is content. Only one tip for excellent content is that -It should be Unique, effective, and informative.”
The search engines are filled with information and that is what poses a challenge to you. Create a difference in the content and you will see gradually the number of active customers who will follow you.
Content marketing is a cheaper way to market your business to a wide audience. When there is a need, customers always explore the information about the product/service on the internet. Their quest could be your point of conversion of sales. When the users click on your website, they must get valuable information there.
Your content could be in any form like video, graphics, GIFs, memes, and images. The most impressive way to mark a space in your client’s mind is video. Use storytelling to make videos because it is noted that the ones that could touch the emotions appeal to the clients more.
7. Digital marketing is the only way to rank in the Search Engines
When you have an online presence, no one knows that you exist. Thinking why?
Can you identify a unique zebra out of 10 same zebras? No right?
You need to pull up your sleeves and get there on the first page of the search engine to foster that you exist. Search engines like Google may change their algorithm but the pertinence of SEO will not lose its credibility. Start-ups need to post valid and authentic content that can drive traffic to their website. Further, it may lead to the conversion of sales.
Benefits of Digital Marketing for start-ups
Digital Marketing for start-ups can offer you benefits like:
Increase your visibility online
More you advertise on the online platform, the larger number of people can view your brand. Other than advertising, content plays a vital role to spread all good things about a brand. Customer reviews and feedback have their roles. This is why online marketing is crucial and a careful task to handle.
Boost your online conversion rates
With digital marketing, you are in front of a larger crowd you targeted. You might get traffic from referrals also. In both cases, the digital marketing technique of placing your brand across different social media platforms, can boost your sales. When sales increases, your conversion rate is better.
Works magnificently for you at a very low-cost rate
Digital marketing works for you at low prices. For a big advertisement, you will have to invest lakhs of rupees but this is not the case when you have to place the ad online. Display ads have contributed a lot to convert the sales that too at a lower cost.
Push your sales manifold
More visitors means, more customers who visit your website for products and services. This will increase your sales better than in the offline world.
Develop brand awareness
Advertising through digital platforms can aid in developing brand awareness. More people see your ads because the number of internet users is more than the number of people who would visit your store personally.
Engage your customers more to drive sales
Customers who find out about you may not necessarily engage in buying your products. But if you feed them with valuable information through content, they will think of buying your product/service. If despite being an online start-up, your service goes flawless, you will be the winner. You will ultimately have more customers that will drive sales figures upwards for you.
Influence the purchase decision of the buyers
Online marketing allows you to place the display ads every now and then. You buy spaces where people can repeatedly see the ads and can get motivated to buy your product. It works on the principle of always in front of the customers.
Moreover, people who are not looking for your product can buy from you because the search engine will show your ad for semantic searches. It will influence the buyer’s decision leading to an increase in sales.
Helps you to track the Return-On-Investment
When you market your products using digital marketing, you can observe higher sales. There are more customers and hence the return on investment is higher.
Digital marketing strategy offers proven benefits which are why the companies prepare their plans before getting into the market. Start-ups initially have a tight budget and less number of employees which puts a constraint on several marketing activities. But one tactic that will never let your business fail is digital marketing.
When you put in the market your product or service, you must understand that your customers have needs. Your commitment to serve them with excellent products can bring you more customers every year. If you remain loyal to your plan, you will have consistently increasing buyers.
If you are getting into the race of starting up your business, better is you think of :
Your target audience.
Decide your budget.
Plan your digital marketing strategy.
Evaluate your results online and shift your paradigm towards better strategies.
After you are done with these, trust your business will have no barriers to progress. Digital marketing is the ultimate non-negotiable tool that can push the revenue of your business.
Are you a start-up looking to put marketing efforts in the digital world and are confused about where to start. Do not fret, we will love to help you out. Please tell us about you, your business goals, and dreams in the contact us form, or just write to us at firstname.lastname@example.org.
Why do you watch a movie in Cinepolis when you can watch the same movie at your home? The answer is simple, you do not want to be disturbed while you enjoy the show. For the maximum percentage of the population, comfortable seats in the theatre can be another fact to fascinate you. Theatres brands could attract customers only by offering them a great experience while they relax.
Experiential Marketing is not new, but it’s all about a focussed approach to involve the audiences in a way so that they feel like a part of the brand and can experience it.
Automobile companies offered test drives to their customers only to make their expectations feel true. The owners of the brands believe that the pleasant experiences of the buyers can affect their buying decision.
During Covid, as more and more people are at homes, not attending events, gatherings, pop-up shops, etc across the globe, the experiential marketing industry is re-emerging rapidly.
There is no doubt that Covid19 has created many challenges for experiential marketers across the globe but the data signals that millennials are equally comfortable experiencing a brand virtually as compared to physically experiencing a brand.
Companies understand that the situation is not going to change anytime soon because they cannot put the customers to danger of Covid. The infection can spread anytime until there is not a solution to it.
Experiential Marketing is beneficial because of versatility: The reason it rose during Covid-19
Interestingly, a significant increase in digital media consumption and a decrease in advertising expenditure has pushed the marketers towards exploring experiential marketing more than ever before.
Fashion brands started hosting musical performances, guided drawing sessions to create music playlists like #McQueenCreators for their social media followers and surprisingly, many of them like, Chanel is doing these for the first time.
Throwing challenges like #DrawMeASwipeBag where Coperni challenged their followers to create a digital version of one of their best-selling bags. While Reformation reached out to employees, friends, and followers to have them clicked in their home set-up to use those photoshoots as part of the marketing materials, It’s a great move, trying to involve your audiences into the brand and make them feel special.
Brands have understood that the brand recall will be higher for those who can “deeply connect” with the audiences in these tough times and not just reaching out to them multiple times using media tactics to build higher frequency in the quest of brand recall.
Physically being present and experiencing a brand cannot be challenged but with the new normal, increase in digital technologies like AR, VR, and AI-based experiences entering our life in many formats, the following trend is PHYGITAL.
What is PHYGITAL?
The concept of bridging the gap between the digital and physical world using technology to provide interactive user experience is called Phygital.
Phygital can provide an immersive brand experience to a consumer using the hardware and software at the same time to augment the reality at the comfort of home for people staying at home now, too busy millennials in the long run.
We are in the early stages of technology-based experiential marketing and till today it’s majorly driven by fresh ideas. More interesting work in experiential marketing will happen when more technology will be integrated into it.
Experiential marketing and changing trends during pandemic
Experiential marketing is about moving the overall marketing space from traditional marketing with the high level of involvement in the lives of the consumers.
The interesting fact will be to see the residual impact of these inclusive, immersive, experiential work done by these brands in the next 6-12 months’ time.
During the pandemic, brands are observed adopting and recording higher viewership for their:
virtual product launches,
virtual shops to experience and buy products,
hosting parties and giveaways to prized customers,
partnering with E-commerce companies to send personalized inserts/messages to their audiences, involving followers/customers/prospects to crowdsource their marketing materials,
distributing masks/face shields and medical kits to the society.
Another interesting trend on the rise in the experiential marketing space is cross-brand marketing collaborations which are primarily seen in fashion brands but have huge potential for other fast-moving categories.
How can brands win the market with Experiential Marketing strategy?
Survival became a question when the pandemic hit the world. Gradually, the market revived and thanks to the digital platforms for it. Customers had no place to spend much but wanted a change for themselves. Hence, more people resorted to online shopping which got better with experiential marketing.
Proving worth in the existing marketing is the major stress. But the experiential marketing agencies will regain work and brands will succeed better who are:
refreshing as ever.
The new generation who is more attentive towards the values and responsibilities a brand exhibits in its behavior connects and relates well with them. As compared to these, traditional brands just try to lure customers with offers, discounts and talk only about their brand. It keeps them disconnected from the lives of their customers/followers/prospects.
Ikea Spain tried to connect with people by shifting their perspective from homebound feeling to a stable world they have created in their homes where they enjoyed all the small and big moments of their life with a video campaign. Another brand named Cottonelle, a leading producer of toilet papers globally has urged people to “Stock up on generosity” and tried to discourage the panic buying of their products with a campaign #ShareASquare. It’s a great way of connecting with today’s consumers while being relevant in today’s tough times.
How did Experiential Marketing make brands successful during the pandemic?
Experiential marketing changed the dynamics of the marketing. Unexpectedly, companies sold better despite there being many challenges. Several factors that helped brands keep up or make their image includes:
Brands made community: Customers expect all the brands to be present everywhere. To answer the public, brands connected digitally with their customers. They made strong communities and sent messages that kept the customers close to these brands.
Encouraged Confidence: Brands are trying hard to ensure their customers about safety and precautions. Companies are consistently establishing trust and confidence from the audience. It will allow them to get the customers when everything turns to normalcy.
Being Creative: Brands are using their creativity to use online platforms to connect with customers.
Maintaining Customer Data Privacy: Despite all the initiatives in experiential marketing, companies do keep customer’s data private. Without this, the trust on brands can be soon lost.
Thinking of offering a unique brand experience to the people? Great! Experiences are undefinable but super personal, so conducting a memorable and unique experience around your business is the most powerful way to create true brand love. And brand love is something that brands and advertisers have been striving for decades and we are now in the age of experience. If you are unsure of how to conduct an experiential marketing campaign, you can contact us or write to us at email@example.com to guide.
The team at Noboru specializes in crafting the right action plan for you. Our practice starts with research and analysis after which we chart the marketing plan.
We understand that making this brand successful is your dream and hence we give our best to steer you swiftly from launch till the end.
Still thinking? Connect with our team and know more.
If you want to sell cosmetics, you will have millions of buyers. But for luxurious ayurveda based products, there will be fewer buyers. Agreed? Sure, because not everyone has an interest to invest in luxury items. Or we can say that the market for luxurious ayurvedic cosmetics is niche. Considering the target market, you use your marketing strategy. For the former, mass marketing will work, but for the latter niche marketing will do wonders.
Time has changed, and with the evolution of digital marketing techniques, not just big but small businesses have gained momentum. Most of the sales are made through online stores. Remember how Forest Essentials started with luxurious ayurveda solutions to meet modern ayurveda demands? Luxurious and costly skin care products have now become a need for all women especially those who do not find time to arrange for solutions like these. Bringing a modern touch to it, Forest Essentials started selling a wide range of cosmetics and skin care products . You all know how big Forest Essential has grown.
This is a perfect example of niche marketing for urban Indian women who preferred ready to use products for their skin care regimen.
Thinking about why the brand used niche marketing over Mass Marketing? Forest Essentials used niche marketing because they devised skin care solutions for different occasions. They infused women with the thought of a convenient and hassle-free self-care routine.
Abstract of niche marketing
Spoken too much about niche marketing and target marketing. Here is what Niche Marketing is?
Niche marketing is important or rather I should say relevant because if you try to cater to everyone’s demand with your product, that won’t be effective. You may start small with your powerful business idea. But have you thought about which marketing strategy you will make an impact on the market?
When your business idea is clear and the market is known, niche marketing will be beneficial.
Let us look in detail and find what is Niche marketing?
Niche marketing is synonymous with Lean marketing.
Niche marketing is about serving a particular set of customers who are interested in your products and services. Now to maintain your niche and succeed, it is better if you use feedback loop, data, and iteration.
Lean marketing is based on small campaigns and trials but which gets you the actual image of the niche market. It puts forward for you the test results of your marketing activities.
Through Lean Marketing, small online stores can reflect their key set of principles based on which the product can be developed. Ideally, for niche markets, a lean strategy can help to apply elements of feedback from real customers.
Use online channels like Facebook and Instagram to see what your customers want.
Niche marketing framework
The niche marketing framework for your small online store be : Acquisition→ Activation→ Retention→ Referral earnings→ Revenue Generation.
When you are a start-up brand, you might be a little tight on your marketing budget. But that’s not to worry because the best way to try your market is by breaking your budget into small portions and then investing. You have to try until you get the most efficient marketing strategy for your brand.
Let’s understand niche marketing with an instance
You can see how Urban Company started. They promised to deliver all the skincare and beauty solutions at home. After every visit they made to their clients, they took their feedback. The brand never compromised on the quality of service. When people gave genuine feedback, they worked and widened their services. Urban Company was accepted faster than usual by the masses because there existed the need to get salon services at home. Their target market was people who worked and could not manage time to get out for salon services.
Urban Company is a success across all the major cities of India despite having started small because they:
→ Found the Niche
→ Focused on their target customers
→ Served them with high quality and hygienic services
→ Considered the feedback of their potential customers of what they wanted
→ The service providers at your home left the place clean which made the customers ever happier
→ People identified and acknowledged that Urban Company was different from any other service provider
The brand’s success is what everyone has witnessed. From Tier I and Tier II cities to spread across major places in India, Urban Company diversified its services also. The brand never falls back to offer services with quality and hygiene.
Niche Marketing can simplify these things for you:
→ Defining product features
→ Improving customer relationships
→ Spot the demographic for marketing
Why Niche Marketing?
You are already a small brand and wish to gain exponential sales and profits in the first month. That is unrealistic and sounds too good to be true unless you have a fool-proof marketing plan. Well! In reality, as a small online marketing store, you may face these challenges:
Operate with fewer budgets and resources with “limited” market reach.
Cannot follow the full spectrum of marketing activities. You may want to invest money in different strategies but all may not yield results.
Need to get cash positive at the earliest. In the beginning, you will be just spending money on marketing and other expenses. There will be cash outflow but less inflow. Getting cash positive is the biggest challenge. The Sooner you overcome this, the sooner you will be successful.
Can’t afford a big learning curve that implies you can’t go forever trial and test methods.
There is an urge to establish the brand as soon as possible.
Whether the customers will come for repeat purchase or not? Often the customers who make the first-time purchase do not return unless they are satisfied.
Any marketing strategy that increases the profit and multiplies your sales is best suitable for your brand. As a small online start, you must understand the relevance of niche marketing.
9 Benefits of Niche Marketing
For a small start-up, niche marketing can be beneficial as it :
1. Results in higher Return-On-Investment:
In Niche Marketing, you generally focus on a specific target market. These are the buyers who are likely to purchase your product. For example, you are into a semi-precious jewelry business and about 100 buyers are interested in this type of product. Out of these, around 10 buyers visit your page and complete the purchase. In contrast, suppose you go for mass marketing and showcase your product to 1000 buyers. Still, 10 buyers complete the purchase. The rate of conversion in niche marketing is better than any other marketing strategy.
2. Less Competition:
For niche marketing, there is a lot less competition. If you are a makeup stylist and your market depending on the geographic location, chances are you get more customers. You may be able to win the competition.
You know that your target market is specific who looks for a particular demand. Apart from this, you also know that there are competitors in your segment only. When you prepare yourself with these two factors, you easily specialize in the area you are good at. As a brand, you must capitalize on the unique skills, knowledge, credibility, and brand.
3. Earn loyal customers:
Through Niche marketing you are serving the customers things they want. This could be the best way to earn loyal customers. You are serving your competitors with products that have unique features.
Niche marketing is all about having an ideal client. It is the best way you communicate with your client. With the perfect strategy, you can spot the ideal clients for you. If you fail to establish contact with your niche target customers, you fail in your business.
In simple words, without deciding your niche, you are trying to attract many people but do not succeed to get even one ideal client. To beat this, find out what best you have to offer to your customers, lure, satisfy, and please them.
If you are an apparel brand and sell clothes made of silk, you will have to market your product as luxe, high-end, and pure. People won’t buy silk unless they test it or touch it. The buying behavior of customers can be a challenge for you. In such a case, you need to connect with people through videos displaying your products.
Your target market will be middle-aged women who love to wear sarees. Now silk would be preferred in the region where the temperature is favorable and doesn’t offer discomfort after wearing. Instagram would be the best channel in today’s time to showcase the product, sell it, and learn more about the taste of the buyers.
4. Fits well with the smaller marketing budgets:
In niche marketing, you test, run trials, work on feedback, repeat these activities, and gradually improvise on your products. In the end, you have things that the customers look for. Despite having small budgets, you can go for niche marketing in small budgets.
5. Efficient use of resources:
You put all your resources to the best possible use. Different permutations and combinations can bring solutions that open up the way up for success.
6. Easy to specialize and become an expert:
When you test different methods to gain customers and earn sales, you become an expert in your domain. Gradually, it gets easier for you to identify clients, vendors, and partners.
There are many players in the market and you know it. With the existing competition in the market, a niche marketing strategy will help you stand out. It will help your audience remember you. You need to pitch in straight stating that you are here to offer a solution. When you are clear, you will automatically attract more customers.
7. Word of mouth publicity:
One happy client can spread all the good news about you. In niche marketing, when you give a personal touch to your target customers, they are more satisfied. It will fetch you more genuine clients that indicate organic growth. One happy customer will come to you for a repeat purchase.
8. Easy to manage marketing:
Niche marketing for your product is easy to manage marketing. You get the new as well as the repeat clients. Ultimately, capital dependency reduces over some time. With fewer people and small budgets, it gets easier to fetch sustainable results.
9. Feedback loop aids to maintain quality:
Taking feedback in a loop can help you to maintain quality and think about product development. You know what satisfied your customer that saves you for future investment.
Starting your business with Niche marketing can increase the success rate in a shortened duration. Your small online store will get credibility earlier than expected and make you popular. In short, Niche marketing is getting to the point where you want to be with excellent strategy. If you are unsure of how to capture the target market, you can contact us or write to us at firstname.lastname@example.org to guide.
The team at Noboru specialises in crafting the right action plan for you. Our practice starts with research and analysis after which we chart the marketing plan.
We understand that it is your dream plan and hence we give our best to steer you swiftly from launch till the end.
Still thinking? Connect with our team and know more.
Did you know that the businesses which cut cost on their marketing spend during the last recession saw a drastic decline in growth?
In today’s world, we have come to understand the importance of marketing and how crucial it is for businesses to gain exposure and growth. The impact of COVID-19 has seen enormous changes and faced unwelcoming challenges globally. But isn’t that how innovation and adaptation change the way the world functions?
Noboru’s Funding Program For Digital Marketing Activities
Our mission is to empower businesses across the globe to help them build great relationships with their customers and we want to extend our mission by helping businesses to continue their marketing activities during these times as well by providing 100% funded digital marketing activities program for 2 months, so that businesses can achieve the marketing continuity in tough times as well. T&C apply for the funding program
Marketing Continuity Program and how does Noboru help?
MCP or Marketing Continuity Program is to aid businesses to carry on their marketing activities as always and stay untroubled by the effect of COVID. The motive here is to keep you engaged with your customers when a catastrophe such as this one strikes. There are two schools of thought in marketing; one bunch waits for the storm to die down and the other one adapts to the storm and stays unaffected. They adapt to the change and diversify their marketing strategies to meet the interest of the customers.
Noboru believes marketing is to create, influence, and meet demand. Especially when the challenging times of COVID-19 knock your front door, we prepare you to seize the day with the right kind of marketing approach. We believe in what we say and have seen businesses do better by spending more money on marketing during a time of crisis.
This could be explained as the decibel effect which equates/leads to the residual effect. While the market in the digital world seems to be tremendously affected due to the sudden pause in supply and demand, marketers have hardly been creating any noise. Marketing for driving conversions has witnessed a drastic shift to marketing for creating engagement. While businesses seem to be just quiet, this looks the right time for marketers to create the brand noise and interact with potential prospects while keeping the influence of COVID-19 in mind.
Noboru will help you in creating a unique marketing plan to drive engagement and traffic which leads to potential prospects. It will shape your marketing strategies effectively and also provide an outlook on the user’s new search intent and consumer behavior. Google recently announced a core update in May 2020 on its algorithms. Search Engine experts say it is one of the core changes they have seen from Google in over a decade. The search intent of users has been largely affected by the pandemic.
About the program
Marketing Continuity program is a pre-funded marketing program from Noboru World to help you continue marketing and grow your business through the pandemic times. We will hear from you, discuss with you, suggest you and answer any questions that concern your marketing process. Noboru offers its marketing services to your business free of cost for a span of two months to sustain the calamity caused to your business by COVID-19.
This program will help you continue your marketing activities and give your business the Noboru edge it deserves.
Here at Noboru World, we know it can be taxing for any new business to try to implement cutting edge branding strategies while keeping their business afloat in such harsh economic times. That’s why we’re here to help! We’re a boutique marketing and communications company with a unique and diverse team of digital experts. We strive to create brand love and foster a strong sense of business love. We take care of even your most far-fetched branding goals so you can focus on driving growth in other areas of your business.
In recognition of our success and prowess, we’ve been included among the top branding agencies by Clutch, a B2B market research authority. They use a one of a kind ranking formula to compare and contrast leaders in a variety of service-based sectors. Their work helps companies around the world identify and partner with new vendors to fill their important business needs.
We couldn’t have earned this honor without our wonderful clients. As part of the specialized Clutch process, they engaged with analysts to assess our impact on a number of crucial criteria. We were assessed on our ability to meet deadlines, deliver quality services, engage with high levels of customer service, as well as drive results. Then, that interview was transcribed and edited for clarity and length by Clutch teammates and published to our Clutch profile. We’re proud to say we’ve earned high marks for our work! Take a look at our most recent review below:
Feedback helps Noboru World operate at peak performance. It gives us context for what’s working and which processes need to be improved. We especially love Clutch reviews because they give detailed accounts of all of our projects. Potential clients can look at our Clutch profile and see several case-study-like accounts and confirmations of how well we operate. It certainly helps to back up all of our hard work!
The Manifest, Clutch’s sister site where clients can go to learn about our services. The site recognizes industry leaders along with their performance against success metrics. The Manifest also offers how-to guides for business owners of all experience levels. We’re included in their directory of top branding agencies in India!
Interested in learning more about how Noboru World can help your company excel? Drop us a line today!
Close to 60% of the world is on social media; that’s 3.8 billion people! So you already know that social media is one of the best marketing channels. Over the last decade, social media has become the doorway to new-age marketing. It is cost-effective, data-driven, and extremely effective in influencing your prospect & existing customers.
In order to use social media for business growth, it is crucial to do more than just scheduling and posting. You need a well-defined plan with a purpose. This guidebook will help you create a killer social media content strategy that can save time and help your brand gain an increased ROI.
Step 1: Set your goals
Social media is the point of contact between brands and consumers. In this digital age, many marketers used social media as their primary channel for B2B or B2C. The initial step to making a winning strategy is to build up your destinations and objectives. Without a tangible goal, you have no real way to gauge achievement and return on investment.
Here are some key goals that businesses could use to integrate into their social media strategy:
Increased brand awareness
Sales and lead generation
Building a social community
Boost engagement for increased brand loyalty
Improve website traffic
Exceptional customer service
Step 2: Understand your target audience
Your target audience is the once you need to reach with your social channels. They are the individuals who are well on the way to be keen on your content, products, or services. They have some common attributes, like demographics and behaviors.
To understand your target audience, you need to build your own customer profile by identifying who they are, why they need your product or service, and how can you reach them? The only way to create a customer profile is by doing your research. Accumulate as much data as possible about your current and prospective customers.
Here are a few questions to include while studying your target audience
What is their age run?
Where do they live? Both area and time regions are essential to know here.
What language do they talk?
What are their interests?
What kind of trends do they follow?
What are their pain points related to your product?
The more detailed your customer profile is, the more effectively your targeting will be on social media.
Step 3: Choose the right platform
Before you begin producing content, you should ensure that you’re utilizing a stage where your intended interest group hangs out. Different social media platforms attract different demographics. There’s no point investing your energy in a specific social network if your audience isn’t there. So it is vital to research the most popular platforms with audiences who match your customer profile.
Here are the world’s most popular social media platforms and their monthly users as of 2020 to use while planning your social media strategy.
Facebook – 2.38 billion active users
Instagram – 1 billion active users
YouTube – 2 billion active users
TikTok – 500 million active users
Twitter – 330 million active users
It is also essential to consider whether the platform you pick supports the type of content that best showcases your service or product. Some platforms are more text-based, while others are image or video-based.
Additionally, below are a few questions & tools that’ll help you choose the right platform.
Will I be benefited by integrating this platform with another similar one?
Always look at the bigger picture while choosing the right platform. Instead of being driven by current tends, back up your choices by understanding what you are attempting to do, for whom, and how you need to reach them.
Step 4: Research key influencers & competition
Competitors and influencers can give a great deal of valuable data and motivation while formulating a social media strategy. Carefully analyzing them with tools can help you gain a good insight into their tactics to do better.
Here’s are a list of tools & questions that’ll help you understand your competition better.
On what channels do they post?
When do they get engagement?
What keywords do they use in their social bios?
Do they post original content, or do they share industry news sites and blogs?
How often and when do they post on social media?
How often do they engage with others?
Tools that’ll help you analyze your influencers and competitors better
Sprout Social: To help you understand your competitor’s performance on social media from multiple angles and data points.
Phalanx: To analyze your competitor’s Instagram presence.
Social Blade: Used to assess the popularity of more prominent brands, celebrities, and YouTubers
Step 5: Create a social media content calendar
Once you have set your goals, determined your target audience, channel, and analyzed your competition, the next thing to do is to full all the above research and data into a framework and create content accordingly. This framework is your social media content calendar that’ll help you share content consistently.
You can build up a week after week or month to month plan, contingent upon your requirements. Make a content calendar based on what you’ve learned about your target audience’s behavior and responses, incorporating ideas you’ve gathered for content that will engage them. This outline will fill in as your guide for what and how frequently to post.
Here are a few options that’ll help you create a social media content calendar
There’s an endless possibility of content to share on social media, from eye-catchy visuals of your products/services to memes, you can share various things. The look, feel, tone, and voice of your social media content should remain reliable with those of your image. Choose what sort of content is a solid match for your business: What are the subjects your posts should address? What messages or news will generally interest your target audience, and how can you say those things in a way that they’ll find it engaging?
How to create content?
To look and sound professional on social channels is very important as it reflects your brand image. You’ll need well-edited videos or images and a crisp, attention-seeking copy that’s in line with your business’s voice. To deliver great posts, you need to have a team of designers, copywriters, and editors. Even if you don’t have a design team or a budget to hire the talents, it is possible to execute an effective social media content strategy using the below tools.
Canva: A graphic design platform that allows you to create social media graphics, presentations, posters, documents, and other visual content.
Boosted: To create social videos that look professionally produced.
Unsplash: For free, high-quality images that you can share across social media.
Pexels: For a great image resource, and free stock videos.
Content Tip: Make your unique magic mix. Your followers would simply prefer not to catch wind of your business; they need different sorts of content, for example, interesting articles, videos, and news stories identified with your business. You can partition your content from various perspectives, be that as it may, the Rule of Thirds and the 80/20 guideline are the most utilized. The Rule of Thirds divides your content evenly between your business’s general promotion, content from other sources related to your industry, and direct engagement.
Step 7: Schedule your posts
With a good content plan and content in place, the next step is to organize and execute. There are two ways to publish your posts on social media, the 1st method is by manually posting it at the specific time, but this isn’t all that efficient as it consumes a lot of time and energy. The 2nd method is scheduling posts using online tools. This method is more efficient and helps you automate and maintain consistency in publishing frequency, which allows you to develop connections with your real-time followers efficiently.
Below are a few scheduling tools that’ll help you publish your content effectively
Once your content is published, you have some important information available to you. Investigate the analytics of that platform and pinpoint what’s worked well and what needs to be optimized. Distinguish the highest performing posts and dissect the components they have in common
Analyze using the below questions
What kind of content worked well?
Was it pictures, videos, or text?
What was the tone?
What sort of message did it give the audience?
When was it posted?
When you’ve dug into the investigation, make a point to change your social media content strategy accordingly. Suppose your organization is concentrating on its Instagram content strategy. If you have an Instagram Business account and investigating your account’s Insights, you’ll need to look at: Insights > Audience > Followers. There, you can examine both Hours (the usual time your audience is on Instagram on a typical day) and Days (the times of the week when your audience is the most active). Study this through and plan your future Instagram content for the hours and days when your audience is well on the way to lock-in.
Also, don’t be reluctant to contact your existing audience about whether they’re enjoying your current content, as well as what type of content they’d like to see in the future.
Step 9: Optimise your strategy
An average user spends 116 minutes each day on social media. To optimize your strategy, you need to optimize your overall engagement and alter your plan based on your previous insight and analysis.
Engagement and conversion rates are the most important metrics for tracking social media success.
Below are ways to optimize your social media strategy for increased engagement and conversions:
Use eye-catchy visuals: An image-rich marketing mix is essential for boosting engagement across all platforms because our brains are predominantly visual. Facebook posts with an image receive 2.3x more engagement than those without. Tweets with an image receive 150% more engagement than those without.
Use relevant hashtags: Hashtags can not only help you find new people to reach, but they also show people a way to find you. Figure out which hashtags influencers in your niche are using, find trending hashtags in your niche, look for conversations happening around your brand or niche and create your own hashtags to generate buzz around a contest, promotion or marketing campaign.
Increase user-generated content: Nearly 90% of consumers trust reviews from other consumers. User-generated content is a brilliant way of connecting with your audience and a powerful tool to probe your followers around a common cause while promoting engagement. Probing your audience to create user-generated content opens a dialogue that helps create a sense of belonging and shows that you care, thereby generating a valuable social image.
Tweak a little using trial and error: It is important to stick to your plan but also try being flexible and experiment with your publishing time, type of content, and hashtags. A good strategy takes time and effort. Keep an eye on analytics, and test different practices to see what works best. Sometimes a little tweak can make a big difference.
Drive results using CTA’s: Identity what you want your audience to do. Share? Comment? Click the button? Guide them and tell them exactly how to react to your posts to drive significant conversions. For instance, Facebook engagement increases if you use the word – Like, Comment, or Share. For Twitter, include Reshare or Retweet. For Instagram, you could include – Double click/Like, Swipe Up, Repost, Share & Bookmark.
Step 10: Find new inspirations.
Creating posts for social media on a daily bases is a daunting task, especially when you are not inspired, which can lead to dull and repetitive content. Hence we’ve put together various tips and ideas to keep you motivated and rolling.
Tips & idea for inspiration
Use the art of storytelling to keep your audience intrigued.
Humanize your brand and give your audience a sneak peeks into your day-to-day life.
Use emojis in your captions to set a friendly tone.
Start an authentic conversation, talk about issues, and current trends relevant to your industry.
Stay relevant by using pop culture references. Stay updated on the latest news, sports, celebrity acts, and popular songs.
Join online forums like Quora discussions for ideas and inspirations. Address different issues that could be affecting your audience.
Leave everything aside and pick up a book. When you’re feeling deadened or dull, perusing books has been a strategy to beat the content block since the get-go.
Celebrate the holiday spirit by sharing a holiday-related post and link it to an exciting giveaway contest.
Listening to podcasts, read blogs, watch videos, and spend quality time in brainstorming ideas.
Last but not least, get your audience talking and engaging with one another by starting a poll.
An efficient social media content strategy is an essential piece of your general promoting plan. Utilizing whimsical approaches to collaborate with your audience is the thing that will permit you to improve your overall effort and gives you an increased ROI.
Tell us how valuable this guidebook has been for you. Feel free to share your experiences and insights through comments and follow us on Facebook, Instagram, Twitter, and Linkedin.
In 2020, Programmatic Trading is expected to have a market share of 69.2% in the overall digital advertising spend. It shows that Programmatic Advertising is no more just a buzzword. Programmatic Advertising uses a powerful Artificial Intelligence (AI) and Machine Learning (ML) algorithm to make smarter, faster decisions to buy the ad space, which is similar to how the human brain processes and makes decisions. In simpler words, programmatic advertising helps to reach the right user at the right time with the right Ad. Over here, we will see how digital advertising worked before the time of Programmatic Advertising, then the Rise of Programmatic and its future.
What You Will Learn!
The Era of Digital Advertising
You can split the time before and after commercial internet services. The commercial internet service not only helped the users to get the required information but it also initiated Online Advertising for businesses to leverage from the internet.
The Internet is not a free medium; it is an ad-funded medium where Publishers looked for how to monetize their website. Somehow, they thought posting ads on their site will generate a good revenue similar to the daily newspaper, which holds a lot of commercials in it, and even Advertisers thought of tapping Internet medium to uplift the engagements. On October 27, 1994, Wired magazine’s site displayed the first-ever banner ad on the web, for that AT&T Advertiser spent $ 30,000 for three months of hosting their Ad on Wired’s website, their investment was rewarded with a 44% click-through rate. That’s incredibly high engagement, especially compared to .05% click-through rate contemporary brands might expect from their banner ads.
It helped a lot of advertisers to consider the digital space for displaying the ads. They started to deal directly with the publisher to book the ad slot and send the creatives to them. The direct sale model was becoming complex over time to both Advertiser and Publisher due to the lack of tracking systems over that period and a lot of combustions happening.
To overcome it, Ad Tech platforms like Google built an Ad Network in 1997, which helped both Publisher and Advertiser. Ad Network was able to manage the campaigns, budget, ad tags for the advertiser and manage the Ad units & measure the revenue for the publisher. Though the Ad Network worked well, it had a catch like lack of editorial control, audience duplication, and often didn’t get the full details of the ad spots. When you don’t know the ad spot’s complete information, you’re taking more of a risk on whether your ad will be effective or not. These things affect their decision against putting their dollars into ad networks. The later evolution of other advertising technology, such as ad exchanges, which override the issues with Ad Network, marked the beginning of what is known today as the Programmatic Advertising era.
Rise of Programmatic Advertising
Ever since programmatic advertising got introduced, it has gone from strength to strength. Today it spread across all the internet mediums like
It also helped in the rise of the Advertiser media spend; if you see year-over-year growth of the programmatic advertising, it has steady growth.
Fundamental working principle of Programmatic ads
In Programmatic Advertising, there is a media buying and selling protocol between the marketer and the publisher, mostly preferred programmatic media buying is Open Auction, also called Real-time Bidding (RTB). In support of the open auction, there is a list of components in-between to help the advertiser reach the niche audience. Here, we see the most common format of programmatic advertising, from beginning to end, to help you understand the process.
Step 1: When a user visits a website that uses programmatic advertising, it starts the automated bidding to serve an ad to this particular viewer.
Step 2: The publisher lists the ad space for this user on their supply-side platform (SSP). The SSP acts as the seller for the publisher. It lets advertisers know the characteristics of the site, user interest, geography, demography, and ad space that allows DSPs to make their bid.
Step 3: Next, the corresponding demand-side platform (DSP) reviews the information on the user provided by the SSP. DSPs act for advertisers to choose ad space that aligns with the advertisers’ budget and targeting parameters. It assigns the ad placement a value based on the website and user’s characteristics.
Step 4: On behalf of the advertiser, the DSP makes a bid on the ad placement. All this happens in real-time, which is why programmatic advertising can often be referred to as real-time bidding (RTB).
Step 5: Once the SSP receives the bids from various DSPs, the SSP will then pick the winner. There are different bid strategies out there for different SSPs. Waterfall bidding, Client-side, and Header bidding with header bidding widely considered the most efficient and fair.
Step 6: Once the winning bid is picked, the SSP displays that ad to the user on the publisher’s site. This entire process happens in less than 100 milliseconds, all while the page is loading for the user.
Major Components of Programmatic ecosystem
We have seen the general steps by step process of programmatic media buying, but we take a look at the components in between a Marketer and Publisher.
Most of the significant Advertisers don’t hire in-house marketers due to control in cost and time, so they rely on Marketing Media agencies for creating, planning, and executing online advertising campaigns on behalf of them. Ex: GroupM, OMD, IPG, Havas, Publicis, and NoboruWorld
These technology platforms host the advertiser’s creatives (ads) and help deliver them to the publisher. Many ad servers also provide in-depth campaign analytics, such as engagement metrics and conversion reports—Ex: DoubleClick Campaign Manager (DCM), Innovid, Sizmek, etc.
A demand-side platform allows media buyers to connect with various ad and data exchanges through one user interface. DSPs operate similarly to stockbrokers in that media buyers use them to purchase ad inventory from publishers through the ad exchange, just like investors use brokers to buy stock from companies via the stock exchange. Ex: FacebookAds, Brightroll, Rocketfuel, and TheTradeDesk
In simpler terms, we can say that Demand Side Platforms hold the inventory on another side. The advertiser needs to book the campaigns in DSP, so they get mapped to the niche audience.
DMPs are responsible for collecting, storing, and organizing massive loads of data for advertisers taken from a wide range of first-party, second-party, and third-party sources. This data is stored and pushed through the DMP’s software and undergoes a process called data classification. Each piece of user data is analyzed and put into different categories (also called data taxonomies) to build distinct user profiles. Ex: Bluekai, Exelate, Lotame, Adometry, etc.
Ad exchanges are dynamic technological platforms that facilitate the buying and selling process of available impressions between the advertisers (buyers) and the publishers (sellers). Currently, there are around 52 exchanges available in the market Ex: OpenX, Google AdX, Appnexus, Facebook Exchange, Smaato, Pubmatic, Rubicon Project, etc.
The supply-side platform (SSP) is designed to help publishers sell their inventory to multiple ad exchanges and DSPs in an automated, secure, and efficient way. Even though publishers don’t need to use an SSP to sell inventory on the ad exchange, the technology it uses offers the most yield from their inventory and helps them gain more precise insights into their audience. In simpler words, SSP is vice versa to DSP, which has the demands for the inventory from DSP, where it needs to optimize the relevant supply to them.
Advantages of Programmatic Ads
Transparency: Advertising in the traditional or Pre-programmatic digital era was not transparent to the Advertiser and Publisher. They did not have a clear sight of who bought the inventory or ad shown to the website. Resolving this issue, Programmatic advertising introduced transparency to the digital marketing marketplace. With programmatic advertising, publishers can access the demand and get a fair price for their ad spaces. At the same time, now advertisers can get precisely what they paid for. Programmatic platforms are optimized in real-time based on the extensive publisher’s data. It allows marketers and advertisers to aim at individual impressions instead of buying blocks of advertising. Auctioning may drive up the price of specific placements, but in the long run, it is a more cost-effective strategy for advertisers than direct deals.
Improved efficiency: Automated ad buying has dramatically improved the efficiency of digital advertising. Artificial intelligence and algorithms make the process of placing ads a lot simpler and more efficient. The ability to measure the performance of campaigns in real-time also helps advertisers make the necessary changes to their campaigns, which improves the efficiency of the campaigns.
Real-time data and insights: As mentioned above, programmatic advertisers don’t need to wait till the end of the campaign to make changes but can obtain data as soon as the campaign is launched. They can see where their ads are being displayed, how much engagement the campaign is receiving, and other vital insights. They can also measure, analyze, and optimize their ads and campaigns in real-time so that the campaigns perform better.
Flexibility: Programmatic marketing offers advertisers great flexibility for customizing their ad campaigns. Advertisers can decide how they want to place their ads as well as their budget. For example, they can choose to either pay only for the relevant impression that they receive or sign up for a minimum budget. Programmatic ad buying also enables to opt for a minimum number of impressions as well as ad inventory across publishers. Advertisers also have the option of optimizing their campaigns mid-way based on views, clicks, and conversions from the campaigns.
Wide Targeting options: Programmatic advertising uses extensive data and algorithms that allow advertisers to place targeted ads with high precision and accuracy. It allows marketers and advertisers to target audiences based on factors such as audience geolocation, age, behavior, search terms, categories, site visits, or even IP addresses. It also allows them to retarget customers after the site visitors have visited the advertiser’s site, which has improved conversions.
Wider reach: Programmatic advertising allows marketers and advertisers to reach out to a broader spectrum of target audiences across multiple platforms and multiple publisher websites at a lower cost compared to traditional forms of display advertising. Not only this, but marketers are also able to track the campaign’s reach. They can find out how many people have looked at the ad, where the audience was located, the demography of the audience, the time of the day they saw the ad, and much more.
Time for strategy development: This can be considered as an indirect advantage of using programmatic advertising. As programmatic eliminates the need for manual RFPs and long-drawn negotiations between the advertiser and the publisher due to automation, the buying and selling process becomes less time-consuming and streamlined. This, in turn, gives the marketing and sales teams more time to develop and test their strategies as well as sales programs for their most significant assets.
List of Best tools to use for Programmatic Ads
Lumascape of Display Advertising
Lumascape is like the periodic table, which provides knowledge on the components of advertising between an Advertiser and Publisher, and they are also evolving every time with a new Ad Tech component, or a big player will be adding to it.
It may look quite messy but try to make the most of it so that we will go through into major players of each Ad Tech component of the Lumascape like DSP, SSP, Ad Exchange, etc.
Demand Side Platform
A demand-side platform (DSP) is an advertising technology platform that allows advertisers to work at brands and ad agencies to buy ad space on an impression-by-impression basis from publishers via supply-side platforms (SSPs) and ad exchanges. DSPs enable media buyers (advertisers and agencies) to purchase a range of inventory from many different publishers, all from one user interface.
A DSP is essentially a middle man but is responsible for far more than just the purchasing of available inventory.
Here are some of the main functions DSPs provide media buyers:
Create, run, and manage several campaigns simultaneously across multiple SSPs and ad exchanges and control them from a single, centralized user interface.
Auto-optimize (via algorithms) the campaigns to increase ROIs.
Use 3rd-party data from DMPs to improve targeting.
Provide real-time reporting via advanced analytics.
Some of the major DSP’s are
Display & Video 360
Display & Video 360 (DV360) is Google’s Demand Side Platform (DSP), providing the technology that allows advertisers to bid and buy inventory directly from publishers or ad exchanges outside of Google’s network.
Efficiently and safely reach users at scale
Extensive audience buying capabilities
Consolidated workflow across the GMP
Similar audiences’ option to select higher similarity or greater reach
A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company’s founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise.
Brain Optimization Algorithm
3rd-Party Data Integration
1st-Party Data Integration
The Trade Desk
Currently, the most adapted DSP by the marketers is The Trade Desk (TTD). TTD empowers buyers at the campaign level with the most expressive bid capabilities in the market, full-funnel attribution, and complete reporting capability. This illustrates the consumer journey from initial impression to conversion.
Audience forecasting tool
Mobile & Display Rich Media Capabilities
Bid-factoring is one of the more useful tools
Leverage Adform’s DSP to reach your audience by first-party data, third-party data, ISP, location, behavior, context, device, and keywords to connect with the consumers most likely to engage, click or convert – wherever they are in the digital universe. Ideal for medium to large enterprises in local or global markets. Reach your desired audience with highly intelligent targeting using the formats of your choice using our advanced algorithms across a wide range of media with our DSP.
Interface for buying 3rd party data allows us to buy data directly from selected providers or unified taxonomy.
The tagging system is also very robust.
The platform is easy to navigate and very user-friendly.
Amobee Marketing Platform (formally Turn Marketing Platform) is a front runner in AdTech. It won several awards for incorporating machine learning and Artificial Intelligence to support predictive analytics & measurement technology. Omnichannel Campaign can automate planning and buy across digital media channels, formats, cross devices, and audiences.
Omnichannel Campaign Dashboard helps to provide insight and analyzes the trends.
Retargeting capabilities are powerful to bring the performance
Ad Serving Capabilities to serve across all the medium and inventory.
Batch Uploading feature is used to create, edit, and delete all the massive list of campaigns across the advertiser in a go.
In-App Ads performance well compares to some of the other platforms.
Supply Side Platform
A supply-side platform is an advertising technology platform used by publishers to manage, sell, and optimize available inventory on their websites and mobile apps in an automated and efficient way. Using an SSP, publishers can show display, video, and native ads to their visitors, and monetize their website and apps. They connect to ad exchanges, ad networks, data-management platforms (DMPs) and demand-side platforms (DSPs) to sell ad inventory on behalf of publishers
A publisher makes its ad inventory available on an SSP.
Each time the publisher’s webpage loads, an ad request is sent to multiple ad exchanges and, and sometimes demand-side platforms, either directly from an SSP or to an SSP via the publisher’s ad server.
In the case of RTB media buys, various DSPs would place bids on the impression being offered by the publisher.
The winning bid is then delivered to the website via the SSP and displayed to the visitor.
Major SSP’s are:
OpenX’s vision is to unleash the full economic potential of digital media companies through superior advertising technology.
They help scale and reach our target efficiently.
The Trade Desk and OpenX work well together in PMP buys.
Ability to micro-target the audience with a reasonable conversion rate.
Easy to deploy and excellent customization ability.
Rubicon Supply platform is the leading independent advertising marketplace that connects sellers across a global landscape of trusted, high-quality buyers. Maximize yield for your inventory and audiences across all screens and formats along with the benefits that automation provides.
Global presence helps to monetize the inventory across geographies.
Easy and able to quickly review performance without the need to export to excel.
Access to all potential demand sources while unifying demand to maximize yield.
PubMatic enables premium publishers to realize the full potential of their digital assets, and it also empowers independent app developers and publishers to control and maximize their digital advertising businesses. PubMatic’s publisher-first approach enables advertisers to maximize ROI by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices.
It has a high fill rate and competes at a high CPM level, which helps to bring yield to the publisher.
Analytic capabilities and dashboards that allow the user to make decisions and not pull data.
The workflow automation feature, as well as the real-time analytics aspect of the software most.
PubMatic’s dual focus approach to transparency and building solutions helps them to be at the forefront.
Google Ad Manager
Google Ad Manager (Formally DoubleClick for Publishers) is a complete ad revenue engine that helps publishers capture every impression across demand sources and channels. Seamless integration with DoubleClick Ad Exchange provides an instant connection to millions of quality advertisers, while the natively integrated sales management platform streamlines operations for maximized sales at minimized costs.
Almost a universal platform because of its most familiar one on the digital landscape.
Able to set prioritization to ads from groups to every social media account, keywords, content type, etc.
Fill unsold spots with google ads, or sell your specific ads to local clients.
Reporting is also very straightforward and straightforward to understand, so it is nice when our advertisers Request updates on their campaign, we can provide those at any time.
MoPub is a hosted ad serving solution built specifically for mobile publishers.
MoPub can be integrated with Android Studio and Vulgle SDK to include advertising in mobile applications.
MoPub offers a variety of features that make app monetization organized.
MoPub has been providing mobile publishers with high-level assistance globally, which has been helping to maximize their revenue.
MoPub has attracted lots of desirable audiences to our Mobile Application.
Enterprise Scalability and data transparency.
Ad Exchanges are digital marketplaces where publishers and advertisers come together to trade digital ad inventory such as a display, native, video, mobile, and in-app. Buying and selling happen in real-time auctions, empowered by RTB (real-time bidding) technology. The Ad Exchange is an auction mediation mechanism that does not serve either the buyer or the seller side; it is an autonomous platform that facilitates programmatic ad buying.
Ad Exchange Work Flow:
A user visits a publisher site, and the publisher informs that inventory is available to the Ad Exchange through SSP. Also, the publisher provides full details on the inventory, such as page location, URL, audience, topics, and so forth.
Then, the Ad Exchange sends a bid request to DSPs and Ad Networks. Each DSP would inspect the bid request and all related information (demographics, user ID, geolocation, frequency capping, dayparting, and other targeting options). After verifying, it will decide whether the impression meets the advertiser requirements. If so, DSP would send a reply to the Ad Exchange with a maximum bid amount and the location of the ad copy that is to be placed onto the available ad space.
The Ad Exchange reviews all the advertisers’ bids on the impression. The Ad Exchange eliminates the advertisers who do not meet the publisher’s requirements. For instance, the ad slot is available on the Chinese website, and a publisher sets a restriction to allow Chinese-language ads only. Therefore, the Ad Exchange would eliminate all non-Chinese ads from the auction.
Having gathered all data, Ad Exchange analyzes bids and sells the impression to the highest bidder.
The winning ad appears on the publisher’s website in front of the user. The entire RTB process takes place in 100 milliseconds, just about when it takes a webpage to load. The process does not interfere with user experience and does not decrease page loading speed.
Major Ad Exchanges
Rubicon Project started as a Seller Side Platform (SSP) and then turned into an ad exchange. Rubicon Project is one of the most transparent global platforms that has been widely used by top publishers like The Wall Street Journal, Conde` Nast, GAMELOFT, eBay, VOX MEDIA, and Turner. Bringing premium buyers to your website, the unified auction platform of Rubicon assures a publisher’s brand safety, higher yield in terms of revenue and impressions.
Its real-time exchange that optimizes towards revenue for the publishers and enables access to premium advertisers across the globe.
Rubicon Project offers premium buyers, higher CPMs, and a greater fill rate by setting the priority level of a PMP deal, etc.
Its global programmatic video marketplace allows monetization of video ad inventory on-site & delivers the high-quality video ad content, thus high completion rates.
PubMatic has a unique advanced full-stack technology and data-driven monetization platform. PubMatic’s strategic decisions enable premium advertisers to reach publishers at scale. The ad exchange platform is equipped with a single dashboard that makes it easier for publishers to view their ad inventories, simplify ad workflows, and increase efficiency daily with 55 billion Ad impressions. Some of the premium publishers of PubMatic are Times Internet, Livingly Media, and many others, which use it to bring demand from all parts of the world.
PubMatic Cloud offers holistic optimization & customizable platform as a Service (PaaS), enabling a publisher to take advantage of DMP integrations, Advanced Analytics, Inventory Quality Controls, and many more services.
PubMatic’s Ad Exchange AdaptADX makes premium media inventories available to advertisers/agencies at scale with the help of programmatic channels on all devices and all formats.
PubMatic’s PMP-Guaranteed and Targeted model, combined with its OpenRTB platform allows publishers to sell their ad inventories programmatically and gain complete control over factors that have access to their audiences.
Google AdX, the largest programmatic ad exchange, recently moved to conduct a first-price auction instead of the second-price auction and sells display advertising space in real-time. DoubleClick Ad Exchange is the premium version of Google’s AdSense built for premium publishers and advertisers.
One of the best advantages of Google’s DoubleClick over another ad exchange is that it has an easy installation process with 0 costs.
DoubleClick allows publishers to display a wide range of ad formats to their visitors, and thus improving user experiences.
Google’s DoubleClick Deals Interface enables a publisher to set up preferred deals for fixed CPMs with advertisers or private auctions with price floors with multiple buyers.
Also, Google’s AdX includes a dynamic price floor which automatically adjusts the price floor for ad inventory based on demand from buyers.
Google’s Ad Exchange offers account-level filtering and rule-based filtering, which includes URL blocking, Google certified Ad Networks, sensitive category blocking, advertisers blocking, cookies & data usage blocking, and so on.
AppNexus Exchange is a most-advanced platform that enables publishers to increase the yield of their inventories in real-time. The best features of the AppNexus’ programmatic ad exchange is its cloud-based software platform that improves the revenue for publishers by connecting them with third-party DSPs – all over the world. AppNexus Ad Exchange has been used by many top publishers, including Microsoft, MiQ, Axel Springer, Underdog Media, and many more.
AppNexus’ Publisher suite with open-source prebid.js code creates a stack that allows holistic optimization.
Its log-level data enables publishers to validate its inventories and checks whether these inventories are being sold relatively in an open marketplace.
AppNexus’ algorithm “Forecast Shaped Pacing” enables direct campaigns to more evenly distribute budgets throughout the day, which consequently opens up more inventories to programmatic demand during peak hours.
How to get started on programmatic advertising:
When an advertiser taps web space, he can reach out to the desired audiences, and the same way users enjoy more relevant ad experience. The programmatic ecosystem is the most vibrant advertising model in the current digital era.
Mostly all users or ordinary people might always think about how an advertiser is aware of his interest and behavior. Also, what kind of information is shared with them to show the ads are engaging the user a lot. This is due to various factors like:
Data Marketer use
Choosing the right platform
Engaging message through Ads
Data: How to choose the right data
“Data is the oil,” the tag which has been heard from the Marketers, Data Scientists, and all the online certification platforms on Data Science and Data Analytics. But that’s the fact. Data is the oil. Assuming that the Programmatic algorithm is an engine and data is a lubricator, it helps the algorithm to process and makes a faster & smarter decision on media buying.
Markets are required to have the right set of data to feed into the Programmatic system, which they collect from various sources like the 1st party, 2nd party, and 3rd party data. In that, a cost-effective and more interesting audience will be available in the 1st and 2nd party.
For example, let’s assume an Advertiser belongs to a travel domain, and he wants to target the people who are looking for Domestic or International flights to go back to their work location. Let’s see how data-driven advertising methods help to target the user.
1st Party data
The advertiser collects first-party data through their Website, App, Social media platforms, or through surveys, customer feedback, and other sources. All the customer information stored in the Advertisers Customer Relationship Management (CRM) tool or Customer Data Platform (CDP) database. Marketers are giving high priority to the First-party since it is the most reliable and valuable source of data. According to eMarketer, 75% of EU marketers and 85% of the USA marketers give high priority to First-party data.
First-party data is one of the most valuable data, so every company should consider collecting the data and make profits from it. It can also be collected for free, which makes it cost-effective and can be easily segmented to deliver your users’ personalized experiences and display them relevant ads. Also, it can be monetized by using a Data Management Platform. It is considered as any company not collecting and activating 1st party data from their properties is leaving money on the table. In further, how first-party data is collected through Pixel will be discussed in the later section.
The first-party data can include information as following:
visited websites & interactions
time spent on the website and many more
So, when a user searches for flight tickets at less cost and lands at the Advertiser site to check on the available flight and price but he leaves the site without booking the ticket. The advertiser can use the data from his CRM tool related to the user behavior on the site, which he collected through dropping the first-party cookie of his to the user system; based on this, the advertiser can retarget this user who had shown interest to check the flight details.
2nd Party Data
Second-party data has been purchased from the company that owns first-party data. The seller collects data straight from their audience, and there won’t be any middle man in the transaction; it all comes from one source. You need to seek out companies that can provide the data you need and build a relationship with them since you can feel confident in its accuracy.
Second-party data includes data from many of the same sources first-party data comes from, such as:
Activity on websites
Mobile app usage
Though 2nd party data is a relatively new concept compared to 1st and 3rd party data, it can be beneficial if you find the right data set, so it may be worth exploring.
The advertiser purchases the first-party audience data (mail id, number, frequent travel routes, etc.) from Airlines or other aggregators, and it is called as second-party data. Second-party data has most of the first-party data’s positive attributes, so it helps target the audience, which is relevant and meets the credit card criteria.
3rd party data
Third-party data are bought from outside sources that are not the original collectors of that data. Instead, it’s from giant data aggregators that pull it from various other platforms and websites where it was generated. These aggregators pay publishers and other data owners for their 1st party data and make it into one extensive data set and sell it as 3rd party data. These 3rd party data are aggregated into a data set in the 3rd party platform called DMP, some of the most commonly known DMP’s are LiveRamp, Lotame, ORACLE, Exelate, etc.
Advertisers to increase the sale of the credit card can use the 3rd party audience to reach relevant users.
Data-driven advertising helps to reach a niche audience, and it helps to uplift the performance. Still, the catch is that we need to understand the market and competitor to choose the right data to target the user. Data only can perform alone in Programmatic. The platform we want and the creativity in the message we convey plays a significant role.
So, when an Advertiser or Marketer chooses the right set of 3rd party audiences from the platform, it will help to reach the user with the right message to recall the brand and drive them back to the conversion path.
Choosing the Right Platform
Whether an Advertiser uses an In-house Marketing team or opting for a Marketing Agency like WPP, OMD, IPG, Noboru World, etc. the marketer needs to understand the requirement of client and competitor performing in that market. Then marketer needs to choose the active channels of advertising. If they decide to reach the audience through Programmatic display advertising, they need to decide the Demand Side Platform (DSP) and other supporting Ad-techs like Ad verification vendors or 3rd party creative Ad servers.
Decide on a DSP
Demand-side platforms allow us to connect multiple buyers and sellers with a relevant interest. Then the programmatic protocol will decide to approve the transaction or not. This step takes place for every impression. Today, each Ad placement in a DSP refines around 1 MM ad opportunities every second to deliver the ads. To handle this robust process, we need to choose the right DSP for some of the key factors we need to consider when we take the license of a DSP are
Queries per Second (QPS)
Basic Targeting Option of DSP
Support: N number of DSPs in the market might also be cost-effective as per the client requirement. But certain things need to be taken care of before buying a seat on any platform. It is their support because the marketer does not need to be familiar with the platform. But if there is proper support with the platform, it will be helpful and save a lot of time and money. If a platform has the following support, it will be the first platform to check into the list:
Wiki or Support Page: A detailed documentation with image, audio, video, crisp text, and guidelines on platform restriction, will help even a person new to traffic the campaign on the DSP. Today, most DSPs have clear documentation of their process, and rolling out a newsletter on the latest updates makes the most trusted platforms. Ex: The Trade Desk is having both a knowledge portal (process-related) and Developer Portal (Product Related)
Live Support: There are few DSPs who would provide live chat support on regular working days on critical issues like delivery concern, tips, and tricks to set up the campaign, Performance Optimizations. It helped to pull extensive reports that would reduce the turnaround time. Ex: Google is one of the DSP that provides live Tech support.
Dedicated AM: When an account is taken from a Platform, they will assign dedicated AM who will provide support and training, AM will be like one-stop for any technical or process-related queries.
One thing needs to be sure: if the service will be charged and whether there is any limitation on the service before choosing a platform.
Cost: Every DSP will charge something for its service. DSPs pricing is divided into two types: paid and free. Paid platforms will have a fixed monthly or annual spending to continue the agreement. They would charge a fixed amount, other than that they also have fees for serving the ads included in the CPM bid and also for the 3rd party data being used. Free DSP’s will charge only for the inventory bought through them. So, it is preferred to start with free DSP’s
Data: Data is the oil for any programmatic platforms, and advertisers rely on the data. The audience will be the key to driving performance if a Marketer can combine and use 1st and 3rd parties. The DSP platform is all about “test and learn” which is the most relevant and performing audience group. A Marketer needs to look at the audience group from the list of targets, which bring performance at an affordable rate. So, the platform should have integration with all major DMP and have the option to integrate first-party data to it.
Transparency: A demand-side platform reveals all the supply-side chain participants are bringing much-needed clarity to the whole programmatic landscape. With the programmatic advertising platform’s help, media buyers will be able to see how the budget trickles down to the publishers’ pockets and reallocates their ad spend to the best-performing traffic sources.
Automated Optimization: It is another valuable feature of the DSP to corner the ad tech market. The vast majority of the DSPs in advertising has developed automated ad optimization tools like bidding autopilot to cut advertisers’ time losses.
Queries per second (QPS): It is the metric reflecting how many times a DSP gets called to make a bid on an ad placement to reach a user. More QPS in a DSP means the higher speed of analyzing and acting on those bids. It’s a simple numbers game: the greater the scale of an ad campaign – the higher bidding visibility it will drive. It provides programmatic algorithms with more information.
After making a bid to reach a unique user at a specific price, the demand-side platform learns if the price was accepted. If the price was not accepted, the DSP is notified that it may require a higher rate to win future bids. However, many DSPs have poor traffic filtering options, which means they can bid on the same publisher’s traffic across multiple ad exchanges. The high amount of QPS means duplicate-free impressions.
Real-time analytics: Immediate actions are sewn into a demand-side platform definition. The tool’s interface should be as close to real-time as possible since you need the most recent stats to analyze campaign performance and make timely decisions—a feature of DSP providers that you consider.
Basic Targeting Option of DSP: The more specific targeting tools the DSP offers, the better. Before setting up your ad campaign, explore what is under the hood. If the DSP supports granular targeting options that enable framing your audience precisely, feel free to proceed with it. Here are the basic targeting options the demand-side platform should offer:
Browser: Google Chrome, Mozilla, IE 11, Opera, etc.
OS /OS version: Android, IOS, Mac OS X, Windows 8.1, Windows 7, etc.
Device model: iPad Air, iPhone 11, Samsung S9, Mi A3, etc.
Language: English, Spanish, French, Arabic, etc.
Time of day: Targeting 6 PM to 10 PM Monday to Friday to reach prime time audience
Carrier code: Sprint, AT&T, Verizon, Vodafone, etc.
Geolocation: Targeting New York, London, Tokyo, Miami, etc.
Frequency: A user needs to see an Ad for three times per day (1×3/day)
Domain URL: Targeting or excluding the list of URLs only.
App name: Targeting or excluding the list of Apps only.
Whitelists & Blacklists: If you already know which specific sites drive the best performance, put them together, and download a whitelist to your DSP account.
Inventory: A huge advantage of advertising with DSP is that media buyers don’t have to reach every publisher separately. Adding a whitelist to ad campaigns allows it to access hundreds of hard-to-reach websites through a single account.
Whether an Advertiser is eager to boost their sale or driving traffic to their site on the mobile device or still believe in the power of desktop advertising, the DSP has something to offer you. Most top demand-side platforms that we listed above have both mobile and desktop inventory available. In the coming years, smart devices like mobile and IoT devices will play a significant share of inventory, So it wise to choose a platform with those kinds of inventories available for targeting instead of relying on a traditional display or video inventory.
Choose the Deal type
Most of the Advertisers think that Real-Time Bidding is the only protocol being used to buy the Ad space in the Programmatic ecosystem, but it’s not right. There four major types of a deal in the programmatic ecosystem and they are:
Real-time Bidding: It is the most popular media buying method because of the availability of a pool of inventory compared to other media buying types. Due to high competition, advertisers and publishers have benefits such as publishers getting high CPM, whereas advertisers reach the most relevant audience from the pool of users.
Preferred Deal: It is an agreement between an Advertiser and a Publisher to give first preference to the advertiser to sell the ad space if the inventory doesn’t meet the advertiser requirement or time out then the inventory will be sold out in open auction (RTB).
Private Auction: Private auction is a closed invite-only auction where the advertiser with invite-only can take place in the auction to buy the inventory.
Guaranteed Deal: Guaranteed Deals are similar to the traditional direct sale where the advertiser and publisher signs an agreement with a fixed amount of inventory, but the difference between traditional and programmatic advertising is that the sales process will be automated.
Engaging message through Ads
Marketers’ goal is to deliver the message of the advertiser to the mass audience in an engaging way. In the previous section, Power of Data and choosing the Right platform is discussed; here, let’s see how effectively a Message can be delivered through Programmatic Advertising.
“Products are made in factories, but brands are made in the hearts of the people.”
– Piyush Pandey, CCO Ogilvy
In programmatic advertising, we can leverage the data as required to build the ads and deliver them to the right users. It can be used to reach wider audiences across all the devices from the compact device in hand called mobile, to Smart TV/OTT and the big Digital Billboard on the street.
Display advertising deals with both image and text banner ads, which can be made static or interactive. Programmatic display advertising platforms can buy these ads from any website or app or search engine that supports them. Banner Ads can be built as static ads or Interactive Html5 Ads.
Banner ads dimensions should be chosen as per the device that has been targeted in Programmatic Advertising. Some of the commonly used Ads dimensions based on the devices are
Programmatic marketing and buying services for video ads allow you to utilize video ads that run before, during, and after website and social media content. Video Ads help to achieve brand awareness. Video creatives in programmatic are classified into three types, and they are:
In-stream: Ad will play within the player of the site, and they can be with or without skip
Out-Stream: Rare format of the video ad, which is mostly used for the publisher who doesn’t have a video player, an SDK helps the publisher with the player and the creative loads into it.
Bumper: The creative with Max 6 second duration is called a bumper ad. It is now being used in Google Marketing Platform (GMP) ads only.
Native ads are designed to fit the presentation of a specific platform, including social media platforms. Programmatic advertising software can buy native ads across channels.
Connected TV Ads
Connected TV combines the efficiency and targeting of programmatic with the broad appeal of TV advertising. Marketers looking to reach engaged audiences while watching TV through the Internet are turning to CTV to boost campaign performance.
Programmatic platforms support most of the creative formats and do tag certification with the 3rd party to make sure discrepancies are in control if those tags are being used for the campaigns.
Dynamic Creative Optimization
“The future of marketing is being able to balance creativity and data”
– Lis Blair, EasyJet CMO.
Inventions made when a brain’s Left side (Logical) & Right side (creative) work together will always be path-breaking. Similarly, when creativity combined with data, it brings maximum impact.
Dynamic creative optimization is all about using data sources to enhance user ad viewing experience by building the Ad sets with relevant audience groups. Real-time analytics, real-time testing, and creative optimization bring hyper-relevant dynamic display ads.
For example, When a user visits an E-commerce site in search of any product or went till adding to the cart but purchase not completed. If the advertiser uses DCO, it will produce banners, which will show the most suitable imagery for a specific viewer based on the products which the user surfed or added to the cart. It is all about using data to personalize advertising.
DCO uses smart feeds: the ad knows who the viewer is and responds by selecting the best creative combination. This responsive feed – rather than a regular feed – does not change the creative elements but instead chooses the best message for the viewer from pre-made elements.
Your ad-tech stack in harmony
DCO combines inputs from your creative management platform (CMP), data management platform (DMP), and demand-side platforms (DSPs) with an algorithm. Picking the best combination of a creative to put in front of the viewer, based on first and third-party data sources. Also, it will optimize this combination of elements as the campaign progresses automatically. DCO Advertiser runs a campaign like a regular programmatic campaign in DSP. For example, if the required KPI click-through rate (CTR) is lower than another ad version, DCO will stop showing a particular combination of creative.
Types of DCO
Dynamic: An DCO Algorithm works on mapping the right predefined dynamic Ad elements for each data-feed. This type of DCO offers more opportunity for engaging, rich media designs, creative optimization, and is simple to set-up and scale using a CMP. It can be performed without the need for complex coding.
Static units: a single DCO powered ad unit that uses an algorithm to select the creative shown “on-the-fly.” It is essentially a static shell unit that is built according to the viewer. However, this approach takes much more time to prepare and requires coding – a lot of coding. It is also less flexible in terms of creative design, uses static templates, and is challenging to optimize retroactivity. It is a heavily manual process to set-up.
The future of DCO and advertising
Dynamic creative optimization is finding its way into all sorts of fascinating applications. Already, streaming services such as Netflix and Spotify, are using the same technology to enhance and personalize internal advertisements. While expecting to see DCO, enhanced voice search ads enter the mainstream.
Advancement of AI and its Influence
Artificial Intelligence development will scale display production beyond human capability. Thus the capacity for DCO is set to personalize further. Potentially, with on-the-fly personalized copy and even creative video constructed on-the-fly. However, those advances are years away! Ultimately, dynamic creative optimization is set to offer ever more tantalizing possibilities for marketers.
Generally, a 1×1 image that is loaded when a user lands a website or an Ad displayed is called Pixels. The marketer collects the data through various means, but when it comes to users’ Web behavior, Pixel plays a vital role in it. These pixels are placed on the advertiser’s website homepage and other channel pages. They are to track the behavioral data and other data to build audience grouping. First, let’s look at types of pixel formats.
Pixels are used in three different formats, based on the type of Pixel the depth of data collection would differ.
Java Script (JS) Pixel
A static pixel with minimal functionality is only used to track the user who visited the site recently and keep the browser experience’s personalized experience by loading the cookie into the system. If a pixel is within the <img……./> tag and you can locate the exact Pixel in src=”” element of the tag.
Pixel loads within the inline frame are used to have more tracking capability than the static IMG Pixel. They load independently from other components of the page and even when a user blocks JS in browser IFrame loads.
An Advertiser website or app holds two types of pixels, and they are First-party and Third-party pixels.
In that First party, the Pixel is default beacon, which fires when a user visits the site or app. It was configured in the CRM tools, so the cookies can only be founded on the website while checking through the inspect element. The data collected from the first-party cookies will be stored to their CRM, CDP tools can be directly used to target or can be pushed to DMP or directly to DSP to focus the more relevant users on the website or app.
The Third-party pixels are those created by the platform which a marketer works with. These pixels play a significant role in reaching out to a niche audience based on the user profile data collected through it.
There are two types of third-party pixels which are being widely used in digital marketing, and they are:
Retargeting Pixel: The Pixel has been used to track the people who visited respective pages and helps to retarget the ads to whichever site they visit. Retargeting Pixel use to target the user until the Pixel stay at their local and they are in the same network
If a user clears the cookies from their local retargeting, it won’t work for that user until he revisits the site and a new pixel is loaded into their system.
There is a concept called Negative Retargeting, which helps to target new users instead of targeting the same user who already visited or made necessary action on the site. In Negative Retargeting, the marketer will exclude the pixels user alone.
Conversion Pixels are those used to track the revenue or the required action (form sign-up, Booking Appointment, etc.). As seen above, we can use it for negative retargeting to avoid showing the ads to the user who already made the purchase. A conversion pixel will be mostly Order confirmation or Thank You page of a site.
Optimize toward the Goal
The programmatic campaign has an option to auto-optimize, but the marketer has requirements for manual optimization. After setting up the campaign successfully, marketers need to monitor the campaigns using the platform analytics widget or pull the raw report and analyze the data to understand the issues with the campaign and how to mitigate it.
Marketers will always closely monitor the campaigns and have two areas where they need to work which are delivery and performance.
Deliveries of the campaign rely on how it is pacing a continuous flight period. If the campaign has a goal to deliver $10,000 in 10 days, it needs to deliver $1000 each day. Once the campaign completed day five and delivered $4200, the campaign is under pacing. If it delivered $ 5550, meaning it is over pacing or delivered between $4950 – 5100 and is on-pacing. Some of the Steps a Marketer takes to control over pacing or under pacing are listed below.
As seen above, under pacing conditions might lead to under-delivery if proper action is not taken on-time. So to control it first thing, the marketer needs to forecast the available inventory for the targeting setting made.
If the inventory is not enough to deliver the goal, some of the optimization tactics can be followed.
Ad size: Try to add all the possible ad dimensions compatible with all the targeted devices
Budget Shifting: Shift an optimal budget from under pacing line to pacing lines, which helps to make sure that it is delivering the Advertiser budget. But, it also needs to make sure each line has enough budget to spend throughout the tenure, so nothing goes dark earlier.
Geo: Identify high performing Geos and break out into new line items with a higher bid.
Bid Optimization: Increase the bids on the under pacing lines will help to win more inventory
Increase Inventory: To improve the pace of the marketer, the targeting will be broad enough to increase the delivery, for instance, by adding exchanges/channels/Sites/page categories
Creative approvals: make sure all creatives are approved across all exchanges, If else make sure resubmit or revise the creatives accordingly
Audience Optimisation: Marketer will add relevant audience segments to targeting and later as per delivery, and load suggests additional unused 1st or 3rd party audiences will be added.
A Marketer should also consider over-pacing as a critical issue of the campaign since they would lead to over delivery and go to dark before the tenure end date. This might not look like a problem by some of the marketers, but the advertiser won’t take it to his account for those overspent amounts. So it is a marketer’s responsibility to control the pacing and make sure there is no over or under delivery.
When a Programmatic Campaign doesn’t have delivery issues shift the focus on performance Optimization.
Geo: Remove the Geolocation, which has proper delivery but underperforming, so that the over-pacing gets into control.
Day Parting: A Marketer needs to see the time of the day and day of the week, campaigns have low performance and exclude those hours of the day, which will improve performance and controls over pacing.
Ad Position: Exclude ‘Below’ in the Fold of the inventory so that the marketer bids only the excellent and viewable ad slots.
Creative Size: Pause non-performing sizes.
Bid Optimization: To control the over pacing, reduce the bid for those lines.
Campaign Frequency: Reduce the frequency cap to control the delivery, and it also helps to increase the unique users.
Campaign Daily caps: Based on the campaign delivery and remaining days left, a daily impression or budget cap is set so that marketer can take control in the delivery
An advertiser runs a Programmatic Campaign to achieve his goal like traffic to his site, Increase the subscribers, product purchase, etc. A marketer will Analyse the requirements and how competitors perform and build a strategy in the Programmatic Platform.
Programmatic platforms have auto-optimization, there also needs to be manual performance optimization from the marketer’s end.
Pull an Exchange report: Try to identify the exchange from which you are getting better performance and heavy up your delivery on those exchanges.
Pull a DMA report (applicable if you are targeting larger Geo’s): Try to identify the DMA’s in which you are getting better performance and heavy up your delivery on those DMA’s
Audience performance report: Try to identify the performing audience lists and if needed remove the audience with low performance
Pull a site list: Try to identify the sites in which you are getting better performance and heavy up delivery on those sites
Apply dayparting: Try to identify the timeline for better performance and alter your campaign to run during those hours
Creative performance report: Pull a report based on creative size and try to identify the creative with better performance (unassign remaining creative sizes and try to deliver through the creative with better performance.)
Category list: If you have targeted multiple Categories try to filter out those categories with better performance
Flexible budget shifts: Try to shift budgets among LI’s with better performance
Automated Bidding: Set CPC / CPA goals, if the client is okay with this
Challenges Of Programmatic Advertising:
The rapid growth of Ad Tech over the years from the ad server, Ad Network to Programmatic advertising helps the growth digital marketing ad spend to 563.02 billion $ and ad fraud 23 billion $ in globally and 129.34 billion $ and 5.8 billion $ in US alone form the year 2019. Around 7.2% ad fraud recorded in the US alone due to the market scale, and it is increasing. The fraudsters are finding loopholes in the Ad Tech and tampering them and building systems to steal the Advertiser money. Ad fraud is done unnoticed by anyone and very hard to detect. Who? Two types of fraudsters do Ad frauds. First, those who loot the money from the advertiser spend by making them spend on the fake audience, users, click, installs & Geo’s, and the second is by competitors to affect the overall business proceedings of the company.
Sophisticated Invalid Traffic (SVIT):
As per MRC, the harder and more challenging to detect invalid traffic is the SVIT. It requires more advanced analytics, humongous coordination, and human intervention to identify it. Since they go beyond the simple pattern and behavioral match of GIVT. It required powerful computing AI & ML and data science tools to detect these kinds of Ad fraud. They take place across all devices of advertising like Display, Mobile, OTT, and even in search. Some of the standard Ad fraud techniques which are practiced are the following, and it has been done for the following reasons: impressions, higher CPM, Clicks, take credits.
Invisible Ads / Pixel Stuffing
Data Centre Traffic
It is a space where advertisers can take responsibility for monitoring, analyze, and report if data looks even a bit off. These are handled by following the steps below:
The advertiser should have a clear idea of defining the KPI.
Wait for enough data available to optimize the campaign.
Monitor the result daily, so that advertisers can understand how the campaign is performing.
Measure the data on a granular level so that advertisers will have a clear picture of performance.
Based on the analysis of the granular data advertiser can look if anything goes off, so action can be taken to avoid resource, time, and prevent hard work from being wasted.
In the fight against the ad fraud, significant players like IAS, ANA, MRC building tools and standardizations to control the Ad fraud and in a way there seems to be an improvement after the measure taken by the organization by a drop in estimated ad fraud spend $5.8 billion in 2019 compared to $ 6.5 billion on 2017.
Reporting Dashboard & Insights
Advertisers are required to know the periodical delivery and performance insight of the Programmatic Campaign. So a Marketer needs to compile the data which quickly communicates the message to the Advertisers. The idea which a Marketer shares helps the Advertisers to decide on the media spend for upcoming campaigns.
Generally, A marketer can share the campaign Delivery and Performance Dashboard in a couple of ways.
Excel or Gsheet Dashboard
Excel or GSheet Dashboard
The market can pull the required data from the platform, compile it into a tabular format to represent the pacing and performance of the campaign. Also, the marketer can add Graphs and Chart widgets, which automatically updates when new data are fed into the dashboard.
It will help the advertiser to understand the campaign performance, and they will decide on further commercials to work. Using the Gsheet or Excel is quite cost-effective compared to the BI tools which are prevalent in the market.
The Business Intelligence (BI) tools are built with complex relational database algorithms that can easily map the data from across multiple platforms if the Primary key between various platforms is defined correctly. The standard column in all the databases should be set in simpler terms, so the BI tool can map the data and reflect in their widget.
If a Marketer sets the database connection and creates the required widgets in the dashboard, 50-70% of Marketer time gets saved, and the Viewable dashboard link can be shared with the client so he can just refresh and see how daily delivery and performance looks.
Some of the commonly used BI tools are Tableau, DOMO, Datorama, Power BI, etc.
Most of the consumers of businesses of any size, be it small, medium, or big establishments, today, are in the digital space. If they do marketing research on how the competitor performs, the scope of launching new products or services on the market, etc. with the help of a marketing agency, they can tap a wide range of opportunities. In Programmatic Advertising, the right amount of data + creativity will help the Programmatic algorithm to reach out to the “Right User, Right time, Right Ad.”
Programmatic media buying helps the Advertisers in sales uplift, drive traffic to the site, Brand awareness. There are many Ad Tech platforms that provide services like Data, Ad Verification & Privacy, Creative Ad servers, and Tag management platforms. Based on the business requirement, we can opt for these platforms for better measurements. Most of the DSP incorporated with all of these services, so by choosing the right platforms, an Advertiser can see growth.
Marketing Agencies will be like a one-stop-shop. They understand their requirements and do all the business research and provide a plan on the right amount of spend across all the digital medium as per the market. If you are an Advertiser? and looking for Programmatic Marketing Agency? Reach out Noboru World, one of the fast-growing Marketing + Communication agencies with high expertise in Programmatic Advertising.
Google has made this a core update stating that they are delivering their mission to present relevant and authoritative content to searchers.
Google has made it clear that it wants to focus on improving how its systems assess content on a whole.
Google recently made some new changes with its suggestions on producing quality content and has classified them under questions as content & quality, expertise, presentation & production, and comparative questions.
Impact of the Google May 2020 Core Update
Websites with thin content will start losing their positions and underperforming websites that match the user’s search intent will gain traction for their efforts.
Aggregators and Directories are winning the game with entertainment websites also on a rise. Local search businesses will be impacted negatively by the core update of Google’s algorithms.
Volatility in ranking would mean restructuring and repurposing old website content with new.
The real impact of any typical broad core algorithm update takes time to show the results of its change.
Once all the data centers are rolled out with changes globally, we will know exactly what it might cause for websites to change, apart from personalizing the content.
Who is Affected By the Google Update?
A data report by SEMrush indicates that travel, real estate, health, pets & animals, and people & society are the industries that have been hit the most. The websites in these sectors had the highest fluctuation in rankings.
SERP Features Occurrence For All Categories
Local search has shown some tremendous fluctuations since last April 2020.
In the wake of COVID-19, Google’s algorithms might have changed a bit towards the way people are intending to see and learn while making a search query. News, Sports, Arts, and Entertainment have been the least affected categories due to the update.
Overview of Most Recent Google Updates
Google May 2020 Core Update – May 4, 2020
On May 4, 2020, Google announced a rollout for the core update on its algorithms. Google later on May 18, 2020, announced that the rollout was complete.
There was no official update given by Google on this update. Though there was no clear pattern of the impact on websites, experts out there say that it was the beginning of a big change that came out in May 2020.
Google January 2020 Core Update – January 13, 2020
The first core update by Google was announced on January 13, 2020. Search patterns of users all over the globe changed and so did the need for the algorithms too.
The January 2020 Core Update is now live and will be rolling out to our various data centers over the coming days.
The update revolves around the relevance and usefulness of content to the user, trustworthy information, and backlinking to authoritative sources.
Google Update – November 2019
Google confirmed some updates in November 2019 but nothing towards an actionable change.
Again, we have updates that happen all the time in Google Search. If we don’t share about them, there is no particular actionable guidance to follow nor changes to make other than to keep focused on great content as we’ve advised generally such as here: https://t.co/e5ZQUA3RC6
Websters and SEO experts say that it took some massive changes and impacted the affiliate websites primarily in the USA. Travel, Health, and Food sectors were majorly affected.
Google BERT Update – October 24, 2019
Meet BERT, a new way for Google Search to better understand language and improve our search results. It’s now being used in the US in English, helping with one out of every 10 searches. It will come to more counties and languages in the future. pic.twitter.com/RJ4PtC16zj
The BERT algorithm (Bidirectional Encoder Representations from Transformers) is a deep learning algorithm related to natural language processing. It helps Google to understand the contextual meaning of a sentence.
Google September 2019 Core Update – September 24, 2019
There was no consistent trend in the impact of this core update by Google in September 2019.
Later today, we are releasing a broad core algorithm update, as we do several times per year. It is called the September 2019 Core Update. Our guidance about such updates remains as we’ve covered before. Please see this blog for more about that: https://t.co/e5ZQUAlt0G
Though there were reports of healthcare and finance categories being affected by the SEO professionals.
Google June 2019 Core Update – June 3, 2019
Nothing special or particular “big.” It’s the usual type of core updates that we regularly do. We just wanted to be more proactive. Rather than people scratching their heads after-the-fact and asking “hmm?,” we thought it would be good to just let folks know before it rolled out.
In order to be more relevant to user searches, Google keeps doing core updates on its algorithms so it better understands the need of the user to precision. Google rolled out a core update on June 3, 2019.
Google March 2019 Core Update – March 12, 2019
We understand it can be useful to some for updates to have names. Our name for this update is “March 2019 Core Update.” We think this helps avoid confusion; it tells you the type of update it was and when it happened.
Before the time of cookies, websites and users faced a lot of difficulties, like tracking the frequent vs the new visitors. Also, commercial online transactions had to be done in one visit. To overcome this, in June 1994, Lou Montulli, a highly skilled programmer from Netscape Communications came up with a solution called “persistent client state object” which places a small file on each visitor’s machine that would track what the visitor’s computer did on that site. This later came to be known as “cookies” after a data exchange process in a program called “magic cookies”.
It is a big bang in the history of the web where cookies changed the web from a place of discontinuous visits into a rich environment, where it remembers web configuration (e.g. language preferences), login details, products that the person has added to the shopping cart and later re-visited the site to complete the purchase. Cookies have altered the nature of surfing the web from being a relatively anonymous activity, like visiting a store where the shopkeeper has amnesia, to the kind where the shopkeeper is smart enough to provide suggestions based on your preference.
1st, 2nd & 3rd Party Cookies
First Party Cookies are set by the publisher’s web server on the website and it is supported by all browsers and can be blocked or deleted by the user. These cookies allow website owners to collect analytics data, remember language settings, and perform other useful functions that provide a good user experience. The domain host can see the data that the cookie retrieves. First-party cookies can’t usually be used to track a user’s activity on another site other than the original website it was placed on.
Second-party cookies are cookies that are transferred from one company (the one that created first-party cookies) to another company via some sort of data partnership. For example, A Bank could sell its first-party cookies (such as names, phone numbers, email addresses, etc.) to a trusted Credit card seller to use for ad targeting, which would mean the cookies become classed as second-party.
Third-party cookies are created by domains that are not the website you visit; instead, they are usually used for online-advertising purposes and placed on a website through adding scripts or tags by Ad-Tech companies or Ad agencies. A third-party cookie is used to collect user information like location, device type, data such as the user’s behavior on the site, and more.
Farewell to the 3rd Party Cookies
The 3rd party cookies are like the backbone of digital advertising but the Consumer Privacy Acts like GDPR, CCPA which wants to ensure that user data tracking are happening with their consent and transparency, but some third party is using the fine-grained user data to retarget them based on their past web activity which irritates most of the user.
The major players like Apple Safari and Mozilla Firefox already scrapped 3rd party cookies by introducing ITP2.2 and ETP respectively by blocking the third-party cookies and also the 3rd party cookies pretend as first-party using their enhanced Tracking system to make sure transparency and explicit consent management are made.
Google Chrome has a huge share of around 62% of users across all devices, they have announced blocking the 3rd party cookies completely after two years of time, they are hitting the final nails to the coffin, by scrapping the 3rd party cookies, it would affect the targeting the relevant audiences in programmatic advertising like the following.
Behavioral Targeting: It shows ads to users based on their behavior across different websites.
Audience Targeting:exporting audiences to DSPs for targeting.
Ad retargeting:showing ads to users across the web who have previously visited your website.
Frequency capping: limiting the number of times an ad is shown to the same user in a given time frame (e.g. max 5 ad impressions in a given 24-hour period).
Audience extension:showing ads to a publisher’s audience across different websites.
View-through attribution:attributing an ad view with a conversion.
Impact on Advertising
The Impact of scrapping the 3rd party cookies is reflected on all the components of the programmatic advertising environment because for around 2 decades we have relied on the 3rd party cookies for various purposes as discussed above. (eg. Retargeting, conversion tracking, etc.)
Publishers:SSP and Ad Exchange won’t be able to identify users on websites in the same way they can now by using third-party cookies.
DMP: The end of third-party cookies in web browsers will mean that DMPs won’t be able to create audiences that can be later used for audience activation and targeting by advertisers.
AdTech Platforms: They can’t map the relevant user to display the ads on the browser since cookie sync won’t happen anymore so their targeting, frequency capping, and conversion tracking needs to be handled with a different approach
Advertisers: They used to depend on the 3rd part data to target reach relevant users need to work on building first-party audiences and tie-up with a relevant publisher to by the inventory directly
It’s the right time to focus on alternative strategies to target relevant users. Below are some of the best alternative tactics to a cookie-based audience.
Though the 3rd party cookies are getting to bin completely in a couple of years’ time, we can still use the First-party data from Advertiser’s site, CRM tools, foot-traffic, and in-app data. It will have more relevant data of the user who has shown interest in the product and service, so the conversion rate would be more compared to the third-party audiences.
It is an old school technique that helps in reaching “Right user, Right time” by using more relevant keywords, site content to advertiser services and product, and contextual ads are the perfect alternative. As the content of the site user visits and ads are relevant, we would have a higher click-through rate and conversion rate. Ex: Airlines showing banners and on people surfing through the sites on scenic and vacation planning.
Targeting the list of domains, channels, and apps that are relevant to the advertiser industry make the user see many related ads populating on the site, and periodical optimization of performing site would help to bring the high conversion rate of the users.
Other digital advertising mediums and channels:
There are many other areas of digital advertising where brands are spending their money. These include in-app mobile, OTT and CTV, and digital out-of-home (DOOH).
DMPs that collect and use non-cookie IDs, such as email addresses and device IDs, are in a good position. As most other DMPs rely on third-party cookies, they’ll be severely impacted by these changes.
We have already taken a big leap in the cookie-less era, AdTech companies are also building ID-based Infra to help the Advertisers to market their product to relevant users. Also, IAB Tech Lab announced that they are working on a Project Rearc, a new identifier that will work across different browsers and privacy standards and won’t rely on third-party cookies. It would be like climbing the Himalayas peak of Mount Himalaya but the cookieless era will better the situation for the marketers, AdTech, and User by harmonizing Privacy, transparency, personalization, and community.
Over the last 70 years, video advertising has evolved from grainy black and white commercials, coming through the ‘80s when the iconic Apple commercial for Super Bowl changed the trajectory of video marketing, to the ’90s when the internet boomed, creating more digital opportunities for marketers, and then the advent of social media, especially YouTube, that brands that adapted the ‘digital’ fast enough, could cash upon. For example, there was Nike, which became one of the first brands to hit a million viewers on YouTube. As mobile data usage continues to break new records, and social media users are found spending more time on mobile devices vis-a-vis desktops, marketers realize the future of visual storytelling is vertical video.
In the initial days of social media, when the common and more acceptable format of video storytelling was the landscape mode, since the videos were being viewed on desktops and laptops, vertical videos would be frowned upon. Social media platforms would render them with black borders. But those days are behind us. Social media platforms are quickly embracing vertical video format, integrating them into a seamless experience and pushing users to leverage the ‘story’ mode of sharing vertical video content.
Today it is known that 57% of video plays come from mobile devices. Which means most of the visual content being consumed is through mobile devices and this is only going to grow. Of this, most of the usage is via social media. So it is a good idea to be ahead of the game, make vertical video ad experience better for this increasing target audience. Additionally, statistics support the fact that most people are lazy to flip their phones sideways, which means, if as a digital marketer you have not moved to vertical videos, you are losing your audience. Social media apps are adapting and embracing vertical video format for the same reason. Remember IGTV?
Where is most video content being consumed and where is the future of digital video advertising taking us? It is on the smart phones!
Here we have some interesting numbers to convince digital marketers about a visible change of location, that is, WHERE content is being accessed is changing. For example, if most of the internet traffic has moved to smartphones and you are still making video ads customized for PCs, you are likely to lose out on a considerable and growing chunk of the audience that has already migrated. According to Stastica, the number of mobile video viewers in US alone has jumped from 125 million in 2014 to 170 million in 2018 and is likely to cross 180 million by 2020. Smartphone traffic will exceed PC traffic by 2021. Another report brought out by Cisco, Cisco Visual Networking Index: Forecast and Methodology, 2016–2021, presented some interesting insights that indicate that digital content is most likely to be concentrated in the mobile space.ther things.
Traffic from wireless and mobile devices will account for more than 63 percent of total IP traffic by 2021.
By 2021, PCs will account for only 25 percent of the internet traffic against 46 percent in 2016. Marketers have to quickly adapt their marketing strategies to this reality, since the growth in this platform is likely to be stunted with PC-originated traffic to grow only by 10% versus 21 percent growth rates expected for tablets, smartphones and machine-to-machine platforms.
Smartphones likely to account for 33 percent of total IP traffic by 2021, up from 13 percent in 2016. This is where the growth in the consumer base is indicated to lie.
People are going to be watching more videos and marketers must take note of this. Video is slated to become the most commonly consumed form of entertainment and information with video set to corner 82% of the total consumer internet pie. Global video traffic on the internet is going to grow three fold, according to the same report.
Social media is embracing vertical video
80% of social media is used on mobile, according to Future-in-Focus study. Given that more and more video content is being accessed through social media on smartphones, social media platforms like Facebook, Instagram and Snapchat have taken quick strides in adapting to this change of location from PCs to mobile. One way it has done this is by integrating vertical video format. For example, Facebook, Instagram and Snapchat have allowed for streaming of vertically shot videos by doing away with the black borders for vertical videos. YouTube adjusts the size of the vertical videos before rendering on the site. Not just that, social media sites like Snapchat, Instagram and Facebook are pushing their vertical video content publishing features, or ‘stories’. But the biggest endorsement for vertical video came with the launch of ‘Stories’ by Instagram, a platform for shooting, recording and publishing vertical videos by users. Within a year of the launch of this feature, Instagram left behind Snapchat (pioneers of vertical video content), by acquiring 250 million daily active users.
Vertical videos likely to have higher completion rates
This understanding is important for those who craft digital campaigns. Once social media sites have adapted to vertical video format and enhanced it for an immersive experience for the user, ones who stand to gain the most from it is digital marketing companies making vertical ad video campaigns. This is because these campaigns are likely to have a higher completion rate and a larger pie of the consumer’s attention because of the smoother experience, making it a more effective tool for carrying the brand messaging across. In 2015, Snapchat shared that full screen vertical videos had 90% more completion rates than horizontal ones. Research further shows that visual attention for vertical video ads is twice as higher than in other formats.
Where should you be as a publisher of vertical videos?
Here is a quick lowdown on the various sites and how they are using vertical videos for audience engagement:
YouTube is still adapting to vertical videos since it has primarily been a platform for horizontal video content. It is not to say, there is no scope for vertical videos on YouTube. Music heavy videos in vertical format have started engaging YouTubers in droves.
Within a year of the launch of the feature, Instagram Stories cornered 250 million daily active users because of its higher engagement value. Almost half of Instagram users have taken to the feature launched in January 2017. One of the five stories shared by brands on Instagram Stories is likely to draw an engagement from followers in the form of a direct message.
Snapchat stories are similar to Instagram, but are older and meant for a narrower audience which is essentially the teen age group, whereas Instagram has a wider audience reach across age groups. About 7 million video clips are viewed on Snapchat. In a report, Snapchat said, for a particular brand, their brand awareness improved by 15 points and buying intent rose by 22 percent from a 10 sec ad clip.
There is a good reason why social media sites are adapting vertical video.
Consumers are too lazy to flip their phones sideways
The social media apps on the mobile are designed keeping in mind consumer’s tendency to hold the device vertically. As a campaign designer, your job is to be aware of this human behavior, while creating video ads. Horizontal ads created for mobile devices where people are consuming information vertically most of the time, can be disadvantageous since people are unlikely to flip their phones and tap to watch them on full screen for a few seconds advert unless it is extraordinarily engaging. The Mobile Overview Report in 2014 found, smartphone users hold their phones vertically about 94% of the time. This is to do with the fact that, very basic functions of a phone-calling and receiving phone calls or text-are performed vertically. So that is what we are most used to. But we have always historically watched videos in the form of films and TC shows or even music videos. Then came the age of mobile data, where now we were forced to flip the phone to watch videos that were shot in landscape mode. So as consumers switch to smartphones to devour content vertically for longer periods of time, it makes more sense to have them play videos vertically too, for higher attention.
There is enough merit and also the first mover’s advantage in incorporating vertical videos as part of your digital campaigns at this point. As video becomes the king of content and low cost technology makes smartphones cheaper and more widely affordable, social media marketing strategies will need to incorporate video storytelling in a way (ideally vertically) that is easy on the eye and immersive, to increase completion rates and have higher visual attention. At the end of the day, you want people to remember your brand and your brand’s story.