Month: July 2023

Streaming now tops broadcast TV and cable TV. This should come as no surprise, as the average American household now has 22 connected devices. With more connected devices than ever, people have shifted away from traditional ways of accessing and consuming their favorite content. Advertisers must keep in lockstep with changing consumer habits and trends to continue to drive engagement and meaningful connections with their existing and potential customers. 

This is why Digilant is proud to provide its clients with transparent advanced TV solutions and capabilities, enabling advertisers to reach their audiences and measure engagement in privacy-compliant ways. Moreover, Digilant simplifies the media buying process. With its tiered advanced TV inventory packages, Digilant provides advertisers clarity into what inventory they’re buying, so they can easily and confidently invest in one of the most powerful and effective channels yet.

Our Partnerships

Digilant has partnered with industry-leading advanced TV platforms like Samsung, FreeWheel, Magnite, and Peer39 to offer advertisers:

Extensive reach

Through our partnership with Samsung, Digilant clients gain access to  1 out of 3 U.S. households, or nearly 70 million TV devices. Samsung’s broad reach provides Digilant’s clients with greater opportunities to engage target audiences in today’s device-rich world.

Premium inventory

Partnerships like those with Magnite and FreeWheel enable Digilant to offer clients access to more than 90% of premium ad-supported OTT providers such Hulu, Max, Peacock, Paramount and many others. Furthermore, with our Peer39 partnership, we can help advertisers reach their audiences via contextual advertising on major publishers like ABC, BBC, and Bloomberg. 

Precision targeting

With advanced TV and our reach and scale, we enable our advertiser clients to engage their customers with greater precision — even those hard-to-reach audiences. And, with solutions like automatic content recognition, advertisers can unlock additional data to reach net-new audiences 

Transparency

Digilant provides transparency, in all phases of the media buying process — pricing, inventory, and reporting — so advertisers can feel confident about their media investments.

Measurability

Understanding the impact of your advertising campaigns is essential to business success. By leveraging Digilant’s measurement capabilities, advertisers can tie their CTV investments to in-store traffic and even sales.

Furthermore, with Digilant, advertisers can leverage the power of advanced TV to engage their audiences with ad units that go beyond standard video, like those that layer on geo-targeted information, QR codes, rich media, and voice-to-action commands that activate a person’s smart speaker. By partnering with us, advertisers can engage audiences on “the big screen” and across all their favorite devices to capture audience attention and engagement wherever they are paying attention.

Investing in the future

Sophisticated, future-forward technologies that enable omnichannel engagement and measurement amongst key audiences are critical to advertisers securing their futures in our hyper-connected world. And, with third-party cookie deprecation on the horizon, solutions that help advertisers prepare for and adapt to a cookieless programmatic digital ecosystem are tantamount to driving success. Digilant is committed to finding, building, and providing solutions and capabilities that help our clients succeed, while also providing world-class support.

With advanced TV, advertisers can start experimenting with cookieless programmatic advertising well ahead of third-party cookie deprecation, leveraging the power of household targeting to reach and measure every device within a home. Furthermore, advanced TV enables advertisers to up-level their omnichannel strategies — a critical component to driving awareness and engagement amongst today’s consumers. 

While advertisers have ample opportunities to reach consumers across their many devices, it also means that attention is divided between them. According to Samba TV, 93% of linear TV ads only reached half of U.S. households. With advanced TV, however, advertisers can drive incremental reach — by engaging audiences who consume content on traditional TV and digital devices — targeting, and measurement across platforms.

Advanced TV with Digilant

Today’s digital ecosystem is vast and complex — but it doesn’t have to be. Digilant can help simplify digital advertising and alleviate your team’s workload by providing expert services in media strategy, buying, execution and reporting. We make it easy for you, and your clients, to succeed. Learn how Digilant, and our advanced TV offerings, can help you achieve your campaign goals and objectives by contacting us here.

Holiday shopping doesn’t result solely in little brown paper packages tied up with strings. 74% of Americans would prioritize travel and experiences over traditional wrapped presents for gifts. Recent data suggests consumers are backing this intention with action as 47% of Americans made holiday travel plans in 2022. Additionally, those who planned to travel spent $2,441 over the holiday season, upwards of $1,000 more than the average consumer.

With the peak holiday travel days just around the corner, advertisers are busy honing and solidifying their strategies to capture their consumers’ attention and dollars. While consumers brainstorm destinations, compare prices, and browse different travel accommodations, reaching them with strategic ad placements, formats, and messaging that speak to where they are in their customer journey is essential. To help travel advertisers this holiday season, we’ve put together a three-step media plan encompassing the top tactics and strategies to reach Americans before they hit the road, sky, and sea.

 

Stage 1: August to September

Reach your audience across all channels

As summer comes to a close, consumers aren’t quite ready to book their holiday trips. However, it’s still essential for brands to remain top of mind. Use these pre-booking months to heavy up ads across all channels with an omnichannel approach. This is the smartest and most effective way to ensure you reach travelers as they switch between channels and devices. 

As consumers incorporate more and more devices into their everyday lives, it can be difficult to know what channels work best. As a starting point, we recommend the following four high-value channels to help our clients reach their audience:

1. Advanced Audio and Podcasts: U.S. consumers spend ⅕ of their daily digital media time with digital audio, totaling 1 hour and 43 minutes of listening per day. This gives advertisers a great opportunity to reach consumers even when they aren’t looking at a screen, integrating your brand in between their favorite music or podcasts. 
2. Paid Social: Consumers are increasingly leaning on social media as a search engine tool,so much so that approximately 40% of Gen Z prefer TikTok or Instagram to Google when researching places to go. Delivering captivating ads at the awareness stage ensures you stay top of mind with consumers as they casually browse for travel inspiration across popular social platforms like TikTok, Instagram, and Pinterest. 
3. Mobile: Mobile is edging its way toward being the most used device for consumers. In 2022, consumers spent upwards of 5.5 hours every day browsing their devices. There are ample mobile-first solutions — geofencing, in-app inventory, mobile-rich creative — that you can lean  on during these months to ensure you stay top of mind with busy consumers. 
4. Digital Out-Of-Home (DOOH): What more timely way to reach travelers than while they are on the road? DOOH inventory is constantly growing, giving advertisers powerful opportunities to reach consumers while they are in travel mode. Consider investing in ad placements where consumers are already in a travel mindset such as at airports or EV charging stations (great for reaching road trippers!).

 

Stage 2: October to Early November

Catch Consumer Attention with Engaging Creatives

This timeframe marks the most essential period of the holiday travel season. Consumers are no longer browsing but ready to buy and book. During these critical months, eye-catching creatives will help differentiate your brand and stand oute this holiday season. 

Consider leveraging high-impact ads as engaging creative formats will drive viewability and engagement across all screens, like:

• Quizzes
• Interactive map & directions
• Weather triggered ads
• Coupon Download

 

Double Down on Top Performing Channels

The omnichannel tactics mentioned in Stage One can help your brand remain top of mind with consumers in pre-booking months. However, data and analytics from those campaigns will also be of great value during Stage Two. 

A look back at the top-performing channels and tactics during August and September can help identify which channels were best at moving the needle among consumers.  At crunch time, you’ll already have insight on where to shift campaign budgets to drive success.

During these key timeframes, continue to track campaign performance and measure ROI to ensure you’re using the best tactics to reach consumers and getting the most bang for your buck.

 

Stage 3: Mid-November to December

Leverage Smart Data to Reach Top Audiences

There’s always time to win last-minute dollars. As consumers book last-minute travel, consider focusing campaigns on retargeting consumers who have interacted with your brand most. 

During this hyper-competitive and quick-moving time of year, smart data partners ensure you effectively and efficiently reach your most valued target audience. As timeliness becomes hyper critical, consider using the following data types to hone in on specific audiences. 

• Purchase or transactional data: This data is built from consumer-consented, real-world, behavioral-based spending insights such as merchant category, frequency of spend, spending amount, time period, and offline vs. online spending. Leverage these third-party segments to ensure your advertising efforts reach those most likely to be interested in your travel products and services (i.e. consumers who have flight bookings, hotel stays, rental car reservations, etc.)
• Booking Data: Access close to one billion monthly unique traveler profiles across more than 200 of the world’s top travel brands. This premium global travel data and traveler intelligence uses loyalty programs and booking data to reveal travel patterns, trends, and behavior that brands can then use to target in-market travelers.
• Location data: A great tool for experience, activity, or restaurant brands, location data allows you to target consumers before they arrive at a location, while they’re at a location, and after they leave a location. When a prospective customer is physically close to your location, you have a much better chance of persuading them to purchase from you.

 

Don’t Delay! Consumers are Already Booking Holiday Travel

To take advantage of competitive pricing, experts advise travelers to book their travel at least two months before their intended departure date. With just under three months to Thanksgiving, advertisers are in the essential timeframe to reach consumers while actively researching their upcoming plans.

Digilant’s Digital Advertising Solutions 

We understand the holiday season can feel overwhelming as advertisers work to win the attention and dollars of travelers. Our team of expert media strategists is eager to create a custom plan built toward reaching your specific audience at every stage of the customer journey. Contact us here to get started today.

Every few years, the digital advertising industry is left to cope with tremendous change spurred on by tech giants. Most recently, Google’s promise to eventually deprecate third-parties cookies and Apple’s move to do away with IDFA in the name of privacy protection have presented significant targeting and tracking challenges for advertisers and marketers. Organizations have been hard at work developing alternative solutions to mitigate the impact of these changes on the industry. While there are many solutions from which advertisers can choose, one would be remiss to overlook data clean rooms.

What is a data clean room?

Digilant defines data clean rooms as privacy-safe, cloud-based environments that allow two parties to match aggregated data based on a shared identifier. This process is facilitated by an identity graph or an alternative ID, like The TradeDesk’s Unified ID 2.0 (UID 2.0) or LiveRamp’s RampID. In data clean rooms, data is matched in privacy-compliant ways so that businesses always remain in control of their data and personally identifiable information (PII) is never exposed. 

Why data clean rooms?

As we near third-party cookie deprecation, data clean rooms present marketers with a privacy-safe, cookieless way to aggregate and enrich their data sets. 

Take LiveRamp, for instance. Their vast network enables marketers to aggregate various data sets like CRM, ad server, publisher, and audience data via their Safe Haven enterprise platform. This privacy-safe data clean room allows for holistic, deep-level data analysis. Combining these data sets enables businesses to gain profound insight into the customer journey. This intelligence allows organizations to improve their audience modeling, enhance their targeting strategies, and analyze consumer trends. Furthermore, with LiveRamp’s RampID, businesses can combine the buy and sell sides of the ecosystem in one centralized and privacy-safe environment. 

While data clean rooms may present a powerful option for navigating identity and privacy changes, organizations must perform their due diligence to understand which solution (or combination) will best equip them to navigate a cookieless, privacy-first world. Despite their potential, data clean rooms are not a one-size-fits-all solution.  

Businesses with rich first-party data sets, like D2C brands and publishers, stand to reap the greatest benefits of using data clean rooms because they rely on first-party data. Furthermore, large companies with robust data assets will find data clean rooms easier to implement than smaller, leaner organizations. And, of course, the larger the data set, the more resources are required — specifically those with technical knowledge and skill — to implement the solution. Once in place, organizations must dedicate the appropriate resources, like data scientists, to examine and extract data insights. While data science teams are likely the most affected by data clean rooms, they’re not the only teams impacted. Clean rooms require agreements with each partner participating in data sharing, putting added strain on legal and partnership teams as well.

Promise, potential, and possibility

Partnership is a critical component of data clean rooms. While this may lend itself to obstacles, it opens the door to teamwork and cooperation across the entire digital ecosystem. As privacy-safe data sharing becomes increasingly popular and data clean rooms pick up steam, the industry will evolve, becoming more collaborative and making exchanging and leveraging data as frictionless as possible, opening the door to even more possibilities.

Working with a data-first company that understands evolving trends is critical to implementing and leveraging new technologies that drive business outcomes. With the right support and partners like Digilant, even smaller or new organizations can implement and leverage data clean rooms to reap the same benefits as large enterprises.