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Showing posts from March 18, 2019
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Why digital out-of-home should be integrated into your 2019 marketing mix

Digital outdoor advertising has increased 35 percent since 2010 according to PricewaterhouseCoopers, and is projected to overtake traditional outdoor ad spending by 2020. Perhaps even more surprising is that outdoor advertising was the only traditional media category to show growth last year, hitting an estimated $33.5 billion in revenue according to a global NAR forecast.Netflix recently spent $150 million on 32 Regency Outdoor billboards on Los Angeles’ Sunset Strip, a stunt to curtail the threat from major streaming competitors when it comes to grabbing the attention of offline audiences. With such a huge stake in Digital Out-of-Home advertising, Netflix is ensuring it will have its ads front and center when and where it wants them.But Netflix isn’t the only company capitalizing on the value of DOOH. Apple, Google and Amazon are among some of the biggest outdoor spenders, putting tech companies at the forefront of the DOOH trend. So: What makes this advertising format appealing for…

Waze conquers ‘digital dark zone’ with in-car, out-of-home ad coordination

Waze has figured out something that Google Maps has not: advertising. In 2017, Waze tested its first ad units and in 2018 formally rolled out Waze Local advertising. Since that time it has expanded the offering, including a new relationship with WPP and a compelling new tie-in with traditional out-of-home (OOH) billboard advertising that could be a big update for the industry.Partnership with McDonald’s. Last October, Waze (which is owned by Google) and McDonald’s tested a campaign that connected OOH with in-car ads. Waze geofenced roughly 300 billboards in Southern California. Drivers along routes passing McDonald’s billboards were shown “zero-speed takeover” ad units, which only appear when the car is stopped.The ads included a “drive there” call-to-action, which then routed drivers to a nearby McDonald’s location. Ads could be shown at any point along the driver’s route but were not shown if drivers had gone out of range of McDonald’s locations.The campaign was deemed a success; th…

Adobe, WordPress, Google Docs lead CabinetM list of content marketing tools

Content marketing technology is the sixth most common layer of customers’ martech stacks, said Anita Brearton, CEO of CabinetM, a marketing technology management platform. And based on her company’s list, Adobe, Google and WordPress are the most common of that mix.“There is no longer a clean line between content marketing and marketing technology,” said Brearton. “We are all content marketers in one way or another. And, as such, we all use one or more pieces of technology to create, deliver, manage or measure the effectiveness of content.”Brearton pulled a list of the most often used content marketing tools among her clients and found the number one tool was Adobe Creative Cloud, which CabinetM classifies as a content creation solution.Top 10 Content Marketing Tools based on CabinetM data:Adobe Creative Cloud (Adobe)WordPress (Automattic)Google Docs (Google)Canva (Canva)Drupal (Drupal Association)SharePoint (Microsoft)Sitecore Web Experience Manager (Sitecore)Curata Curation Software …

Backlinks vs social shares: How to make your content rank for different SEO metrics

A new study by Kaizen has revealed that content that performs well for backlinks does not necessarily perform well for social shares and vice versa.Analyzing over 2300 pieces of finance content, Kaizen has found the best performing pieces of content for URL rating, the number of referring domains, and the number of social shares. Nine out of the top 10 pieces of content with the highest URL ratings also featured in the top 10 pieces of content for the most referring domains.This shows a clear correlation between the two. The higher the quantity of referring domains, the higher the quality of URL rating.The best-performing piece of content for both URL rating and the number of referring domains was the Corruptions Perceptions Index 2017, by Transparency International. The campaign highlighted the countries that are or are not making progress in ending corruption, finding that the majority of countries were making little or no progress.But what made this campaign succeed so well in SEO …

Leveraging RTB display to engage, nurture and convert audiences through personalization

With a history dating back 25 years, the banner display ad is not only the oldest digital advertising platform: it’s also the most valuable — albeit misunderstood. When leveraged correctly and applied within the context of the appropriate metrics, RTB display is a powerful tool that can fuel impactful and profitable digital campaigns through personalization, acting as a valuable supplement to all other platforms.Metrics that matterIn life and digital marketing, it’s all about the journey – not the destination. When moving customers down the funnel, strategic advertisers know to focus on the metrics that truly matter, rather than merely generating clicks. Technology has evolved since the days of measuring click-through rates as an indicator of a display campaign’s effectiveness, rendering this line of thinking obsolete. Times have changed and it’s up to advertisers to pivot accordingly.The fact of the matter is, click-through rates fail to take into account the full picture. The averag…

Think global but send hyperlocal email communications

Brands around the globe face a common challenge: scaling their communication and providing enough engaging content to keep customers coming back. The bigger the brand gets, the more it runs the risk of creating distance – oft-times literal distance – from the customer. Achieving scale is hard and means putting systems in place that can seamlessly deliver the brand’s message uniformly across countries and time zones.However, when you stop and think about it for a moment, achieving global scale by turning a blind eye toward your local audience neither creates awareness nor delivers an authentic, targeted message. Brands that are tone deaf to people in their own backyard run the risk of a swift and merciless backlash in the marketplace.Location, Location, LocationThere are some ways that brands can become smarter about where their customers are. Knowing, at the very least, the specific geography, if not ZIP code, of a consumer that signs up but doesn’t convert means that you can deliver …