This week, we continue our exploration with Part 2 of: how Bitcoin & Blockchain technologies are threatening to disrupt the Digital Advertising space.
Once again, this was a talk I gave at the Melbourne chapter of Web Analytics Wednesday, this is skewed towards Analytics professionals – however there’s more than enough in here for anyone involved in Digital Advertising …
Since Facebook went public, Mark Zuckerberg and team have been redefining digital advertising. Facebook & Instagram combine five targeting ‘x factors’ for advertisers: People (not cookie) basis, social graph, self declared interests, 1st party data matching and 3rd party data partners. The combination of all five features means facebook data perhaps has the most comprehensive digital user dataset for ad targeting in the world. Because of this, Facebook/Instagram targeting can be done throughout the entire marketing funnel from unawareness to decision making and even beyond to building loyalty and advocacy.
The promise of Programmatic is that we as marketers, can simply upload our campaigns, then ‘set and forget’ the algorithm to go get us better results.
No more worrying about bids, budgets, conversion rates and CPAs.
Is the Programmatic dream really here?
Throughout this year, we’ve been trialling different Programmatic solutions for both Adwords and Facebook advertising and here’s some of our findings that will prepare you for your first three months of Programmatic…
In the first part of this article, we’ll start off with the good news …
You’ve seen all the Adpocalypse stories and are concerned that your programmatic ads are costing you millions in fraudulent clicks at best or associating your brand with hate-filled, bigoted corners of the web at worst.
Yet at the same time, you still have to build your brand online and unlike P&G, you can’t simply pull your digital ad spend.
Here are some things you (or your agency) can do to buy yourself or your stakeholders some peace of mind:
The biggest news hitting online advertising circles in the last few days (though notably absent from the Adwords blog itself) is that Google is removing something that has been present in Adwords since day 1 – right hand side ads.
Right hand side ads (traditionally ad positions 4 through to 8 on the Search Results page) were traditionally the bastion of advertisers who had tight Cost per Conversion/Acquisition limits – here on the right hand side, advertisers could bid low and know that even though they may not get click volume, they could get profit from these cheaper clicks.
Why would Google remove the ability for advertisers to execute this perfectly valid strategy?
The opportunity and challenge for marketers today is that marketing is now relational.
Not only do we need to do our jobs as marketers, but we also have to have both emotional intelligence and capacity in order to stay in relationship with followers and lead them on a journey of becoming.
That’s a tall order and something marketers who came before us never had to do.
Yet the principles that govern all relationships still apply …