Digital Audio Advertising Solutions: Strategies for Implementing Advanced Targeting

Successful advertising has always hinged on connecting with the right consumers. Digital advertising requires the same, but luckily, it offers the ability to target consumers more effectively.

In today’s digital world, marketers have to pick and choose the devices ads should appear on, when those ads should reach consumers, and which consumers they need to reach in the first place. Display ads might appear while consumers are working on their computers, native ads while they are browsing on their phones, and digital out-of-home (DOOH) ads while they’re on their commutes. Using advanced targeting to meet them with the right message in these respective spots is the key to success.

However, there is one digital advertising channel that breaks the mold as it is integrated into consumers’ lives, no matter the time of day. Digital audio advertising. Consumers are streaming digital audio more than ever before, with 91% of audio listeners tuning into ad-supported audio platforms. Audio advertising is quickly becoming one of the most lucrative advertising opportunities — on any device and at all times of the day. People play music while getting ready for work, tune into their favorite podcasts during their commute (or while working from home), and might do both on a long walk in the evening.

Unlike other types of ads, digital audio ads don’t require consumers to look at their devices. Even if they step away from their phone or computer, they can still hear the audio through their speakers or headphones. Of the many benefits of audio advertising, this might be the biggest: As long as people can hear what’s playing, no advertising gap exists. Listeners are always reachable.

How Advanced Audio Solutions Improve Audience Targeting and Advertising Opportunities

Advanced audio solutions, like those offered by Digilant, utilize data-driven targeting to ensure that brands can reach their desired audiences across all forms of digital audio: podcasts, music, and radio.

With advanced audio solutions, advertisers can target based on first, second, and third-party data parameters, including weather, CRM, device, and genre. Because most consumers are now omnichannel, advanced targeting spans all channels with sequential messaging and dynamic segmentation to target and retarget listeners through video, native, or display banner formats.

The goal of audio advertising should not be to get in front of all listeners. It should be to reach the most relevant target audience — and there is a wealth of ways to do that with digital audio advertising solutions. Where older processes required advertisers to pick and choose where they wanted their ads to be played, this limited their reach. Now, marketers can advertise across several digital audio publishers through a single buying point. Additionally, targeting has improved with companies’ willingness to adopt a consumer data-first approach, which helps brands connect with the right audience much more quickly.

Combined, these developments have improved reach, relevance, and engagement. Specifically, marketers can target consumers on other channels, too, which moves them down the marketing funnel faster. And as targeting and data capabilities continue to improve, brands can tailor ad experiences to engage more people, giving a boost to their digital advertising performance metrics as a result.

How to Measure Digital Advertising Effectiveness With Advanced Targeting

With all the possibilities for advanced targeting with digital audio advertising solutions, marketers have to learn how to use these tools most effectively. Here are four guidelines for getting the most from advanced targeting using advanced audio solutions:

1.Understand your audience.

If you are using a targeted advanced audio strategy, understanding your audience is a must. If you are working with an omnichannel digital advertising partner, you may already have this understanding from other campaigns at your fingertips. With this information, you can move on to the next step. If not, you’ll want to establish background on your audience, including where they live, income, career, familial status, etc. This will help tailor your targeting.

2. Learn how your audience fits into the digital audio space.

Once you know your audience’s background, you can learn how they use the digital audio space. What is their preferred digital audio? Are they into music or podcasts? What time of day do they listen, and which devices are they using? These questions will guide which platforms you use to run your campaigns and the appropriate targeting parameters.

3. Figure out the necessity of additional targeting.

Now that you have a clearer picture of your target audience, both generally and in terms of digital audio, digital audio strategists can determine whether any miscellaneous targeting is necessary for your audience reach. For example, an allergy company may want to add weather triggering or a local event to establish geotargeted or time-of-day parameters. Again, remember that the goal is to get your message in front of the right people at the right time.

4. Establish frequency and retargeting if applicable.

Once your audience is established and ready to go, campaign analysts will establish frequency metrics to ensure that your audience is reached but not bothered. Frequency is very important here; you want your ad to be memorable, not annoying. Advertisers promoting a new brand or time-sensitive offer often opt for a higher frequency, while longer campaigns or well-established brands may opt for a lower frequency.

Today’s digital audio solutions have taken advanced targeting to a whole new level. Still, it’s important to know how to incorporate advanced audio solutions into your advertising strategy in the most strategic ways possible. For more information about targeting with advanced audio solutions, fill out this contact form and get started!

6 Data-Driven Solutions for Superior Healthcare and Pharma Advertising

Traditionally, the healthcare and pharma industries haven’t advertised in the same way as most consumer brands. With the sharp rise in e-commerce over the past few years, consumers can browse different products online and are no longer selecting the first or most convenient thing they see. Instead, they are reading reviews, comparing prices, and doing more research to ensure that they are getting a great deal. Now swap “products” for “healthcare” and “deal” for “service,” and the same trend applies to healthcare and pharma.

Where patients used to choose doctors solely based on location, they are increasingly only working with providers that meet their needs. In fact, more than 90% of Americans will switch healthcare providers if they aren’t completely satisfied. Like traditional consumers, patients are willing to search for the best options, which is why healthcare advertising and pharma digital advertising must keep pace. Healthcare and pharma brands have to think of new ways to use digital marketing to get their messages in front of consumers looking for a healthcare or pharmaceutical solution — or risk losing out to competitors in their space who are already doing it.

Considering that as many as 5% of all Google searches are health-related and that most patients use online reviews to evaluate providers, it’s more important than ever for healthcare advertising to find data-driven solutions. This is especially important in SEO, which has a 14.6% close rate in converting patients. While many healthcare companies use direct mail and phone calls, companies that embrace omnichannel outreach have a much bigger advantage because they are reaching people who are actively searching for medical information. This targeted reach ultimately helps create authentic relationships with consumers and inspires brand loyalty.

Misconceptions Facing the Healthcare Advertising Industry

Even in 2022, advertisers tend to hold certain misconceptions about omnichannel outreach in healthcare advertising and pharma digital advertising. For starters, they assume that healthcare marketing is unethical based on certain pharma advertising trends. When it comes to omnichannel outreach, however, consumer privacy and compliance are key. That’s why companies like Digilant work with ethical partners to prioritize ethical views of their data practices.

People also assume that healthcare is “low-interest” and that consumers don’t want to interact with healthcare companies. This couldn’t be farther from the truth. It may not be as light or as glamorous as retail, but that’s why it’s so important for messages to be spot-on and target the right audience. On top of that, people are more likely to make an appointment with a healthcare provider if they first see a message online that prompts them to do so.

Additionally, many healthcare and pharma companies assume only some patients use search engines or that digital advertising tactics are too expensive. It’s important that these myths be busted, though. Ninety percent of Baby Boomers use search engines and email when gathering information before making a purchase — and information about healthcare is no exception. That’s why it’s so important for healthcare and pharma companies to optimize digital content. Second, while pharma digital advertising and healthcare digital advertising come with a cost, brands don’t need to spend millions of dollars to reach target audiences. Data-driven solutions can save companies’ advertising budgets and help them find an advertising strategy that works for them.

Data-Driven Solutions for Healthcare Advertising and Pharma Digital Advertising

As a healthcare or pharma advertiser, the idea of data-driven marketing and developing a multichannel strategy may seem intimidating, but it’s the best way to engage and capture new customers. Here are a few effective data-driven solutions to help increase reach and meet marketing goals:

1.Location Targeting

Geotechnology enables healthcare and pharma advertisers to create custom locations by setting a specific radius around certain areas, such as hospitals and medical conferences. As a result, companies can better target their campaigns on display and mobile devices. This data-driven solution helps companies literally meet consumers where they are

2. Social Predict Segments

Social predict segments use real-time social monitoring to glean information from conversations people are having in the moment. Advertisers use this information to deliver relevant content to consumers. Ultimately, this also increases engagement through relevancy.

3. Contextual Targeting

Healthcare and pharma companies should also focus on contextual targeting, which is a powerful way to connect with consumers based on their surroundings and circumstances. For example, they could advertise based on the time of the year. Pharma advertising trends often reflect cold and flu season in certain months to reach patients who need certain medications. Think of different seasons and environments as opportunities to engage with people.

4. App Ownership

In case you haven’t realized it, healthcare and pharma are even more accessible via apps. This means that healthcare advertisers should target consumers who have relevant apps on their phones that they use to get care. Plus, these apps can be leveraged to establish credibility in the industry with medical journals, expert commentary, etc.

5. Digital Out-of-Home Advertising (DOOH)

DOOH enables advertisers to connect with consumers at different points in their day. Think about how many touchpoints a patient has with a brand before they’ve made a final decision. Utilizing DOOH allows brands to really connect with people at any time there’s an opportunity.

6. Condition-Based and Precise Audience Targeting

Digilant has access to data that informs advertising for health brands, hospital systems, government agencies, and more — all in a way that complies with HIPAA. For instance, it can target patients taking certain medications, those with certain conditions, those with a specific type of insurance, and more.

The risk of not embracing digital strategies can cost more than that of the advertising solutions themselves. Today’s consumers know what they want and are searching for the right company to deliver it. When healthcare providers and pharma companies fail to take an omnichannel strategy, they miss out on opportunities to attract new patients, retain current ones, and neglect those who prefer a personalized, digital-first approach.

To learn more about digital advertising in the healthcare and pharma spaces, click here.

The Essentials of Voice-Activated Ads: A Look at Smart Speaker Advertising

When the pandemic hit in 2020, digital audio saw a massive influx in users, with podcast listeners increasing by 30%. Today, almost twice as many people own smart speakers than in 2018. For many, these smart speakers are more ingrained in households than ever before, and more people are using them for daily activities like listening to music, searching the web, or purchasing products. This continuing trend in digital audio is paving the way for marketers to utilize smart speaker advertising as more people use smart speakers in their day-to-day lives.

In an age when people crave convenience more than anything else, most consumers prefer to search for products by voice instead of by typing. In fact, nearly one-third of people in the U.S. own smart speakers, and more than half of smart speaker users rely on their devices at least once per day. With over 33 million U.S. consumers expected to shop using a smart speaker this year, smart speaker advertising is now more important than ever.

If your company produces everyday products, it’s time to consider incorporating audio advertising into your marketing plan. Similar to podcast ads, consumers often find voice-activated ads less intrusive and more engaging than other digital ads. With data-driven targeting in the right industry, this type of unintrusive advertising could help take your business to the next level.

Why Businesses Should Take Advantage of Audio Advertising This Year

Although smart speaker advertising is beneficial for businesses of all sizes, smaller local businesses stand to gain the most from integrating this form of advertising into their marketing plans. That’s because over 20% of voice search queries pertain to location-specific content. This provides marketers and businesses with SEO optimization opportunities in capturing user interest. For example, marketers can incorporate “painter near me” or “best cocktail bar in [city]” to reach a specific audience. If you are using SEO keywords in local voice ads, however, remember to tailor them to different browsers for the best results.

Even as the quantity and frequency of voice-activated search queries grow, there isn’t a comprehensive solution to secure ad buys for them. But as Google algorithms become stronger and more precise with the number of searches, smart speakers will, too. As users interact with more content, better targeting practices can be implemented. In turn, this provides more opportunities for advertisers to get their message in front of consumers with more creative formats as well.

The power of audio advertising can further be seen through a relatively recent IKEA case study. A few years ago, Wavemaker and IKEA launched a voice-enabled ad campaign in certain markets that promoted new bedding products. The ads asked the user questions to gauge their interest in exploring the new products and followed the user’s interest in making a purchase. If the user was interested in a list of product solutions, they could continue the buyer journey and follow voice-activated prompts. If not, that was the end of it. The voice-enabled campaign reached an impressive 7.68% engagement rate, while the audio-only ads delivered a click-through rate of less than 1%.

Using Smart Speakers and Advanced Audio for A/B Testing Your Audio Advertising Strategy

Switching over to an audio advertising strategy can be intimidating, which is why it could be worthwhile to use smart speaker advertising for A/B testing first, instead of opting into 100% smart speaker buys. A/B testing allows brands to understand which ad formats and messages resonate with certain audiences.

Smart speaker buys, on the other hand, have a smaller reach, and eliminating streaming on mobile and desktop could negatively impact campaign performance. Here are a few use cases for A/B testing smart speaker buys:

1.Day-parting

This method enables you to use data-driven targeting to test smart speakers during commuting hours to target people driving to work or during work. This also includes car-enabled speakers. With day-parting, you have a potentially wide reach, as many people are returning to the office or may hear your ad while working from home.

2. Creative format and messaging

You can also use A/B testing to test your format and messaging on smart speakers. Does your audience connect better with a conversational tone, or should it be more formal to break through the noise? What does SEO optimization look like in your messaging, and which keywords does your audience use? These questions should be your launchpad before delving deeper into an advertising campaign. Understanding the basics of what is best for your business and what will connect with your audience gives you a good nudge in the direction of success.

3. Audience targeting

By using data-driven targeting to test different ad formats on different segments of your audience, you can figure out which ad format works better for certain audiences. Would a portion of your audience need a longer ad with more information, or would they connect better with a shorter ad that gets to the point? Run tests and optimize the information gathered during this preliminary phase to get a fuller understanding of the best possible audio marketing strategy that meets your needs.

By testing advanced audio and SEO optimization for an audio advertising campaign, you can reach your target audience in a new, creative way. After all, the whole point of your marketing plan should be to get consumers’ attention, engage with them, and convert them into customers. To learn more about audio advertising, check out our webinar on leveraging digital audio.

The Best Advanced Audio Strategies to Add to Your Marketing Efforts

Traditional and digital advertising share two common goals: find consumers where they are and connect with them in the best ways at the best times in the best places. That said, digital advertising strategies enable advertisers to more easily pick and choose where and when they appear to consumers.

With digital audio advertising specifically, it’s becoming ever more possible to reach people throughout the day as they tune in to their favorite stations, platforms, and podcasts. Advertisers can connect with users listening on their computers or phones, after work, on their morning walks, or at bedtime. The possibilities are endless.

How Digilant Helps Advertisers Implement an Effective Advanced Audio Strategy

Digilant’s advanced audio strategies help advertisers achieve everyday integration through inventory, premium supply partners, and data-driven targeting.

  • Inventory. Inventory refers to our network of leading global audio providers, through which advertisers can reach thousands of premium stations and connect with consumers wherever they are, from iHeart Radio to Spotify Podcasts and beyond.
  • Premium Supply Partners. Supply-side partners and demand-side partners ensure we can tap into this extensive audio inventory supply. Our partnerships with AdsWizz, Pandora, and Spotify, help us work strategically with clients no matter their goals.
  • Targeting. Personalization ensures that we get the right audio in the right ears. Targeting can happen in various ways. We can target digital streaming audio by weather, theme, local points of interest, or even the type of speaker through which the user is listening.

These strategies are uniquely positioned to ensure advertisers effectively connect with consumers as their digital habits shift and evolve. Throughout the pandemic, consumers shifted even more toward digital streaming audio, and this trend isn’t slowing down. Now advertisers can capitalize on a digital audio listenership that represents a more engaged audience in which consumers have a higher brand recall.

 

We used an advanced audio strategy in recent work with a fast-casual restaurant. The restaurant’s goal was to drive customers, especially families, to different franchise locations. We used a combination of tactics — including audio ads with data-driven targeting, retargeting, and sequential messaging via banner ads — to encourage online orders and in-store visits across the restaurant’s 60 locations. In the end, the campaign drove a 95% audio completion rate and a 25.76% standard lift. Needless to say, audio advertising is as powerful in practice as it is on paper. 

The Best Audio Advertising Tactics for Digital Advertisers Today

The best advanced audio advertising strategies use several tactics to target and reach listeners throughout their daily routines. Here are some of the most important to include as you integrate audio ads into your marketing efforts.

1. Advanced targeting

This tactic gives you a wealth of ways to direct your messages to the people who will find them most relevant and interesting. For example, you could target based on first, second, and third-party data parameters, including CRM, location, and device.

2. Sequential targeting

 Targeted sequential messaging allows you to message groups of listeners across different formats once they’ve engaged with your audio. You can then target and retarget audio listeners with video, native, or display banners across mobile, desktop, TV, or social platforms.

3. Measurement

When setting audio KPIs, you need to quantify success in a way that is appropriate to the audio environment. Because engagement is different in audio advertising, some podcast metrics might include impressions and genre, while important radio streaming metrics might focus on geo breakdown or listen-through rate. It’s up to you to decide which metrics are most important for your brand.

4. Attribution

Once you’re targeting and measuring, you can use an attribution tool, like AdsWizz’s powerful attribution pixel, to track conversions that are happening across devices. Integrate with a further app like Foursquare, and you can connect to foot traffic data, too, giving a more thorough picture of your listeners’ journeys.

5. Reporting

It’s important to practice transparent reporting with your metrics. You should actively report and review your impressions, reach, and frequency metrics, as well as landing page visits and sales. By partnering with an end-to-end omnichannel partner that prioritizes transparent reporting, you can visualize how your digital audio campaigns fit into your full suite of marketing strategies.

6. Partners

When you have access to a wide and evolving list of global audio partners, you can adapt your digital advertising strategies according to your goals and your listeners. We partner with demand-side platforms like AudioGO and The Trade Desk and private marketplaces like Spotify and Amazon Music; and we have network partners, too — our relationship with iHeart Radio means we can reach millions of listeners as they go about their daily lives.

Audio ads give you the power to accompany your audience throughout their day: while they work, while they work out, while they eat, and while they relax. By partnering with diverse platforms and audio solutions, you can expand and deepen the impact your brand has as well.

If you want to learn more about advanced audio ad strategies, check out our webinar on how to leverage digital audio and podcast advertising this year.

5 Best Practices for Using AI Tools to Upgrade Your Influencer Marketing

No matter what type of product or service your brand offers, chances are you have at least heard of influencer marketing — or you may already be leveraging it. Influencer marketing aligns you with specific creators who will help draw awareness to your brand, create credibility, and ultimately drive conversions. The influencer industry is already projected to reach $16.4 billion globally in 2022.

But the industry is evolving. Working with influencers used to be a guessing game, which typically boxed them into working with major players only (think Tyler Oakley and Warby Parker). Now, as the industry has grown, smaller influencers and brands are able to form partnerships successfully, thanks to better technology. So not only has technology expanded access in the world of influencer marketing, but it’s now equipping brands with more information about which influencers will best meet their needs.

Artificial intelligence offers an instant upgrade to any digital marketer’s strategy — especially when it comes to influencer marketing. AI advertising tools can scan a potential influencer’s followers and insights to give you a sense of whether they’re a good fit for your brand. Plus, AI can help determine which influencers have truly quality accounts that you would be proud to associate with your brand.

Read on to find out our top five best practices for leveraging AI advertising tools to jump-start your influencer marketing.

1.Stay away from inflated metrics.

As with all forms of digital advertising, finding the right influencers comes with inherent risk. Even when dealing with influencer networks, which can give you access to trust influencers across various industries, advertisers have to be cautious about inflated metrics, engagement, or followers. Make sure an influencer’s engagement rate isn’t inflated by fake followers or other tactics.

2. Find influencers that share your brand’s vision and values.

Many influencer partnerships are obvious, such as beauty influencers and makeup brands or travel influencers and luggage companies. However, the rise of micro-influencers has brought more opportunities for brands to partner with people across varying types of content and in varying niches. This means that you have opportunities for less obvious influencer partnerships based on other interests their followers may have that align with certain segments of your audience.

The increase in AI technology across influencer marketing enables brands to uncover these previously hidden audience segment connections. Within an influencer’s scope, there may be crossover to other industries that brands had never realized until audience targeting, analysis, and AI came into play. As a result, the world of influencer marketing has opened up far beyond the 1:1 connection, giving brands more opportunities to interact and work with influencers.

3. Leverage AI to inform compensation.

Because influencer marketing is still a relatively new medium, influencer compensation can be tricky to navigate. Bigger influencers who’ve been around longer may establish terms of their own and minimums, but micro-influencers or creators newer to the industry may be more willing to negotiate. Either way, it’s important to ensure that your investment is worthwhile by doing appropriate quality checks and vetting potential partners. AI-powered advertising tools can help you predict how much engagement a specific influencer is likely to create for your brand.

4. Maintain your brand image.

When partnering with influencers, brands are putting trust in the creators to marry their own authenticity with the brand’s image and tone. The last thing you want is to invest in an advertising campaign that ends up striking the wrong tone with your audience and alienating them. AI advertising tools allow you to maintain an authentic brand strategy by analyzing photos across different platforms that contain your products, relevant themes, or competitor products. Then, they can generate reports that allow you to understand which influencers fit best with your brand.

5. Test and match the right content type with the right influencer.

AI advertising tools allow you to get granular with the types of content or products you match with certain creators. Think of this as elevated A/B testing in which you can skip the wasted media spend and instead get answers upfront about which creators and content types best prompt potential customers to buy specific products. That means you can more quickly, easily, and cheaply scale your influencer marketing buys across different product or service divisions.

At Digilant, as part of our performance marketing solution, we offer comprehensive influencer marketing solutions to ensure brands are partnered with the best creators to reach their audience. We partner with over 25,000 creators through strategic influencer networks to help you find the best partners for your brand’s advertising needs. We also help monitor and analyze social media content to learn more about consumer insights and provide a detailed report on brand positioning, awareness, and relevance across social media and display platforms.

Most importantly, we’ll help you get optimal digital advertising ROI — while still maintaining an authentic brand strategy and properly leveraging AI advertising tools. Get in touch today to learn more!

How to Tell When a Non-Skippable Ad Is the Right Choice

For the average consumer, skipping ads is just another part of searching the web. Years of navigating the internet have solidified this ingrained behavior, and according to research by Magna and IPG Media Lab, 76% of consumers skip ads without even thinking about it.

Over time, skipping ads has become an automatic behavior for consumers, ultimately forcing advertisers to change their content strategies in the hopes of creating lasting impressions. To appease consumers, advertisers may opt for the safety of skippable ads.

But a brand with a desire to connect with its audience and inspire authenticity might be more drawn to a non-skippable ad format. Advertisers, then, have to decide which option is best for their specific purpose while also meeting the needs of their audience.

When Is a Non-Skippable Ad the Right Choice?

If you’re looking to generate an uptick in general brand awareness, non-skippable ads are the best route to take. These longer formats give consumers a taste of your brand or product and establish you in your industry. They need to be engaging and bold, grabbing attention early on with catchy hooks, surprising messages, or creative imagery. If consumers are engaged, they’ll be happy to watch longer ads.

An audience’s acceptance of non-skippable ads also depends on what platform and format they’re using. Because consumers use many channels during their day, an omnichannel approach to choosing ad formats is often most effective.

Take social media, for example. A brand takeover ad on TikTok is an immersive ad experience that appears when the app is opened. The content is non-skippable but lasts only three to five seconds. Compare this to over-the-top media services, where users stream television content via networks or devices. In this format, ads can be longer because that’s the expectation consumers have on that platform.

Additionally, consumers will be more willing to stay engaged with a non-skippable ad when they know how long it will be and what will be covered. Including a countdown means consumers are aware of the time they’ll invest in watching, and it shows that you value their time.

Knowing how to create a successful non-skippable ad campaign is only half the battle. Before giving the green light, it’s best to sit down as a team and discuss whether skippable or non-skippable ads are right for your purpose.

4 Questions to Ask Before Choosing Skippable or Non-Skippable Ads

You want to reap all the benefits of video advertising and use the best video advertising techniques in your playbook, but how do you know whether you’ve chosen the best format for your message? Here’s a checklist of questions to ask before you decide:

1. Is there an emotional element involved?

Non-skippable ads need to be clear and concise to boost brand awareness, but they also need to evoke an emotion from the viewer. It’s an age-old adage, but it’s true: People won’t remember what you said; they’ll remember how you made them feel. If you can give them an ad experience that takes them on an emotional journey, they’ll be more likely to have a positive impression of your brand.

2. Does the ad format match your goal?

If you’re looking to drive conversions, skippable ads may be the best investment. While it seems counterintuitive, the few seconds of pre-skip content is prime time to offer deals and encourage clicks. Non-skippable ads are better used for boosting credibility, brand awareness, or product awareness, not encouraging click-throughs. It also makes sense for a longer, multipart story. Bumper ads on YouTube, for example, can be played sequentially to tell a larger story about your brand in installments.

3. Are you only looking at the completion rate?

A high completion rate does not necessarily equal a successful campaign. In some cases, a non-skippable ad could yield an 80% completion rate, whereas a skippable ad could net only 40%. However, it’s meaningless to compare these figures if your end goal is to engage consumers. A consumer may be highly engaged and still skip an ad or highly disengaged and see it through to the end. Campaigns need to be measured by the overall value they bring to the full marketing strategy, not by their completion rate.

4. Do you have a strong digital strategy?

Digital advertising should be data-driven and targeted precisely to your audience. This becomes even more important when an ad campaign is involved. Using smart video advertising techniques like contextual targeting and sequential messaging will drive home your brand messaging.

You may think that all consumers use the YouTube “skip-ad” button, but in the showdown of non-skippable versus skippable ads, the choice isn’t quite as clear. If you can leverage an omnichannel approach and craft ads that engage the user emotionally, there’s no reason that a non-skippable ad couldn’t be your best bet.

How to Use Pop Culture in Advertising Within Your Brand Messaging Strategy

According to Bloomberg, Netflix’s popular show “Squid Game“ reached 142 million houses worldwide, making it the most-watched new show in Netflix history. Not only that, but the show generated $891.1 million in impact value — approximately 41.7 times the budget allotted for its creation.

The success of “Squid Game” demonstrates how quickly pop culture trends pop up. When new cultural phenomena come on the scene, they take over rapidly. But they sometimes fade just as fast. That said, marketers have to be mindful of using pop culture in advertising. Add to that just how fast-paced conversations about these trends are, and brands must be extra vigilant.

Ultimately, the question isn’t, “Everyone is talking about this, so what do we say?” Rather it’s, “Should we talk about this just because everyone else is talking about it?” Advertisers have to think, first and foremost, about what actually fits in their brand messaging strategy and make decisions from there.

Turning Moments of Pop Culture Phenomena Into Branding Opportunities

Culture has the power to enhance your brand’s advertising efforts, just as long as your brand messaging strategy keeps up with pop culture trends and the sentiments surrounding them. We’ve created a few questions to ask yourself to help determine whether you are prepared to incorporate rapid-fire response into your media mix.

Evaluate your brand messaging and tone.

Before you start creating ads or responses about pop culture trends, you first need to have an established, foundational brand message. Responses to trends should enhance your brand, but they aren’t the backbone of it. Do consumers see your brand the way you want them to? If the answer is yes, you have room to layer in trends and other elements that bolster your established branding. Consider taking a pulse on your current strategy with the following questions:

  • How do you want consumers to see your brand? What are the core values you want to communicate?
  • Alternately, how do consumers currently view your brand? Do your vision and reality align?
  • What tactics and solutions are you using to ensure that consumers understand the integral attributes and offerings of your brand?
  • What tactics do you need to implement to ensure the right audience is being reached with this messaging?
  • What tactics could you implement to take your messaging a step further?
  • At what point in the next 12 months could you start implementing more rapid-fire responses into your brand messaging?

How Advertisers Can Capitalize on Pop Culture Trends Strategically

Here’s how you can utilize current trends and pop culture in advertising while staying on brand strategy:

1. Understand your competition.

One of the best tools you can use to evaluate whether you should create pop culture-oriented ads and brand messages is knowing how your competitors are doing it. What do they do well? How could you take your outreach a step further? Having a blueprint for what is and isn’t working well outside of your own brand is an incredibly valuable tool if you’re hoping to make cultural moments part of your advertising.

2. Have a crisis management process prepared.

When commenting on pop culture in real time, there is always the chance you will miss the mark. Someone on social media might not take to your response or advertisement well, stirring backlash among other consumers. Have a process in place detailing how you will deal with problems if they arise.

3. Pick a brand messaging strategy that makes sense for you.

Identify general topics or areas of interest that align with your brand and key stakeholders. Having this list to reference when an opportunity arises will make deciding to join the conversation much easier. It will also help ensure that your brand continues to meet consumer expectations. Granted, there will be opportunities that arise that you hadn’t discussed when making this list, but it is a good starting point.

4. Consider which tools and channels will further your messaging.

In advertising, certain channels work best for different steps in the sales funnel. You have to determine where in this process you will incorporate direct-response opportunities. Ask yourself where in your current media mix you feel most confident: Where can you switch the budget toward direct-response messages? Which channels are you using for awareness, consideration, and sales? Answering these questions will help you boldly commit to your budget in times of change.

5. Continue moving your marketing forward.

Creating a marketing strategy that incorporates pop culture trends isn’t a set-it-and-forget-it process. It has to be reiterated every few months to ensure that any changes have been addressed, new opportunities are being met, and your baseline strategy is still successful.

Pop culture trends change rapidly, so it’s important to remain flexible but on-brand if you incorporate them into your brand messaging. Remember: You don’t have to enter every conversation — only those that align with your goals and really enable you to connect with your audience. To learn more about this and other ways to make your advertising effective and strategic, get in touch today.

How to Achieve Scale and Authenticity in Podcast Network Advertising

As an advertiser, one of the most important decisions you make is which channels to leverage for digital ads. Podcast advertising has recently become popular with marketers of all industries. In its advent, advertisers or brands would team up within a podcast host to have their ad played during one show or throughout the “season.”As the medium has evolved, now advertisers have access to podcast networks which give them the chance to have content played across various podcasts — all hypertargeted to your target audience — within that network.

Podcast listeners tune into eight different podcasts a week on average, making it a lucrative advertising channel. Podcast networks are a great way to ensure that you aren’t putting all your eggs in one basket, and they let you engage with listeners as they tune into podcasts you might not have been advertising on before.

The Benefits of Podcast Programmatic Advertising

Rather than investing all your podcast advertising dollars in one show, podcast networks let you reach more listeners across various shows. For example, using Pandora alone gives advertisers access to reach 1 in 3 Americans online.

Why advertise on podcasts? Not only do podcast networks cover a variety of shows and genres, but they also have great data and information about their audiences, overlaps, and areas of opportunity. With insights and data from podcast networks, you can better track conversions across multiple devices, gain insights into your campaigns’ performance, measure impact across devices, and gain a holistic view of your customers’ journey to inform future campaigns.

Finally, some podcast networks allow for unique creative ad formats, such as AdsWizz’s Shake Me Ads. These audio ads enable listeners to shake their phones or smartwatches and trigger an action like downloading a coupon or app, opening a link, or placing a call. All of these can help you find new disruptive ways to reach your audience.The

Future of Podcast Programmatic Advertising

Still, as in all advertising decisions, there are pros and cons. For example, advertising on a podcast network versus a specific podcast does require you to give up the personal aspect of host-read audio ads (which have value in making listeners feel they’re engaging with a trusted source). You may also lose access to certain shows, depending on what the podcast network has access to.

All things considered, though, podcast network advertising is still one of the most promising digital advertising channels for the coming years. Monthly listeners in 12- to 34-year-olds grew 22% in three years. Plus, podcast listeners have a median age of 34, younger than the broadcast ratio at 47 and network television at 57.

Below are some tips for using a podcast network in such a way that you’re able to achieve scale and authenticity.

1.Never compromise creative best practices for the sake of scale.

It’s tempting to come in guns blazing to the podcast network advertising game as you create your ad campaign, but don’t forget about basic creative best practices. For example, keep audio ads as short as possible to be effective — as brief as 10–15 seconds if you can. Test out both lengths to see what performs best based on your goals.

Be sure to also include a clear CTA every time. When targeting a specific channel, such as smartphones, consider a mobile-specific CTA like “Text for a coupon.” Remember, listeners aren’t always looking at a screen, so avoid words like “tap” or “click.” And always tailor your tone to your audience.

2. Keep your message fresh.

If your audience hears the same ad from you too many times, they’ll start tuning you out. Try testing at least two different audio spots and leveraging dynamic audio for more engaging audio ads tailored to the audience. This offers a better listening experience and gives you insight into what messages work best.

Then, for longer campaigns, swap in new audio spots every few months and feature seasonal promotions if applicable. As always, your goal should be to use creative that is memorable and entertaining. If your brand has proprietary jingles or sonic identifiers, be sure to include those as well.

3. Be mindful of frequency.

Audio advertising offers the tremendous opportunity of one-on-one connection, but that makes it all the more important that you’re mindful of frequency. There’s a fine line between being memorable and being annoying.

New brand promotions and time-sensitive offers do warrant higher frequencies, but longer campaigns should be lower-frequency. A good middle ground is three to five times per week.

4. Measure everything.

Podcast networks offer a variety of measurement solutions to evaluate podcast advertising effectiveness. Make sure you know what’s available to you to ensure that you’re receiving the best analytics for your investment. Consider in advance what insights you want to gain so that you can make data-informed decisions to inform your future campaigns.

For example, some valuable actions to measure, which may not be offered by every partner, include tracking conversions from listeners that switch devices before taking the action on a landing page or website and tracking foot traffic attribution. Both require a complex tracking system that not all networks can offer.

5. Align your brand with your podcasting network.

Don’t be sucked in by big-name podcasts and networks. The last thing you want to do is pay a high price for a network that’s not even relevant to your audience.

Instead, evaluate the network on its ability to reach your target audience. What are their listenership metrics? Additionally, how do they measure their audiences? What data do they use to understand who their audience is? How often is that data refreshed?

Podcast network advertising is gaining popularity for a reason. This channel allows you to strategically select the best podcasts for your specific target audience, all while achieving scale and authenticity.

The more you take time to evaluate the whole picture of the podcast network — from who listens to their podcasts to how they know who listens to their podcasts — the better you’ll be able to ensure you’ll reach your audience and find success across your campaigns.

To learn more about effective podcast advertising, get in touch with the Digilant team today.

The ‘Skip Ad’ Button: 4 Strategies to Keep Consumers Watching

Current content consumption trends have made advertisers’ jobs more complicated; Whether consumers are presented with an actual “skip ad” button or they are quick to grab their phones, open a new tab, or move to a different platform to avoid ever watching an ad, advertisers now have about five to seven seconds to make a good first impression on consumers. And while consumers engage with ads on certain channels without hitting “skip” as often (completion rates for CTV and OTT come in at about 94%), they don’t on others. Pre-roll and in-stream ads (i.e., on desktop and mobile), for example, come in at only 62%.

Consumers are choosing what to view. When presented with a skip ad button, chances are good that they take you up on the offer. But the fact that they know what they want from their media consumption isn’t a bad thing. In fact, it can be a benefit.

Addressing ‘Skip Button’ Challenges in Advertising Today

If you can make consumers forget the skip button, your ads are more likely to drive conversions. Although today’s content consumption trends do make this challenging, they don’t make it impossible. Here’s how to find success:

1. Address the creative element.

Skipping ads has become habitual. An IPG survey found 76% of people who hit the skip ad button do so out of ingrained behavior. Brands, then, should focus on telling a story that compels them to behave differently. Showcase your key message within the first 10 seconds of a clip. Keep it creative, captivating, and informative, using a combination of graphics, people, and text. Making it more dynamic helps you capture viewers’ attention.

Beyond that, don’t forget to mention your brand early on. You can expect people to watch only 5.5 seconds of a 15-second spot. Thirty-second ads enjoy longer viewing, but still only 7.4 seconds on average. Also, consider enabling subtitles, which accounts for a major content consumption trend: viewing content with the sound off.

2. Prioritize relevancy.

According to one Twilio Segment study, 44% of consumers would likely take their business elsewhere should a brand fail to deliver personalized experiences. The most creative, informative ad will do nothing to move products if it’s not relevant to the consumer. That skip ad button is just a click away.

Ask yourself, what kind of targeting tactics will best ensure our ads are seen by the ideal customer? What sorts of behavioral data in digital advertising can we use to serve ads at the right time along the consumer journey? What channels do our ideal customers use when consuming content? Is it social media? YouTube? Video game apps?

3. Define your goals.

Digital marketing objectives can do more than make personalized advertising efforts measurable — though this is important. They can help you clarify your ideas, provide direction, and make better use of your resources. So it all comes down to one question: Do you want to improve click or completion rates? A person who clicks isn’t watching the ad until the end, while a person who watches the full ad won’t likely be able to click through.

If clicks are your priority, include a call to action early on. Consider a “click now” bubble at the bottom of the ad throughout the spot and go long — from 30 to 60 seconds — as the click-through rate is often better at an average of 0.15% or more. If you’re looking for higher completion rates, no CTA is needed, but you’ll still want a hook. Start off spots with something that pulls the viewer in. Just make sure to avoid loud music as it may result in the viewer clicking away. Also, keep it short and sweet, as 15-second ads see a 70% higher video completion rate.

4. Tie digital advertising to overall marketing strategy.

A digital ad will rarely seal the deal on its own. Omnichannel strategies are often necessary to keep brands top of mind — and to continue moving consumers down the sales funnel. After all, the more consumers interact with your brand, the more familiar they’ll become with your messaging. With time, they’ll recognize how your product or service can solve whatever needs solving.

Consider a retargeting tactic to support digital advertising. Dynamic segmentation, for example, evaluates 70+ attributes to customize retargeting bids based on real-time buying indications. Let’s say a consumer watches your ad to completion on CTV. Dynamic segmentation would later serve them a follow-up message on another channel to move them closer to a sale.

At the end of the day, today’s consumers want authentic, personalized experiences. Personalized advertising needs to be targeted and compelling to have a chance of breaking the skip ad cycle. Test new ad formats. Try new marketing channels. Once you make an impression, it can be everlasting.

To learn more about how to beat the “skip” problem, get in touch today.

Video Reward Ads: A Game Changer for Digital Marketing

When searching for a recipe or an answer to a random question on Google, consumers are accustomed to skimming over digital display ads. They have a mission: to find whatever information they’re seeking.

But there’s one audience that exhibits different behavior: gamers. This group continues to grow exponentially, both in volume and in the depth of their investment in their craft. In fact, mobile gaming app downloads increased 45% in 2020, compared with 35% in 2019. With that growth curve and the unique ad formats available for in-game advertisements, you can imagine why games are such an opportunity for advertisers.

What Are In-Game Interstitial Ads?

Interstitial ads are interactive, full-screen ads that cover the content of the host app. They might be static images, videos, or even gamified ads. Typically, interstitial ads appear at natural breaks in the game, meaning they feel much less disruptive and more organic.

Interstitial ads generally follow a “prompt, opt-in, reward” structure, so these video game advertisements work best in action, arcade-style, puzzle, and sports games that easily provide users benefits for watching an ad.

When the mobile game ad is displayed, a user can tap the content and be directed to a landing page or close the ad to continue the game. If the mobile game ad includes rich media, such as video, the user usually has to watch the ad for a specific length of time, typically five seconds, before they can close out of it.

This ad format doesn’t just benefit advertisers, but also users. Thanks to the nature of the medium, gamers are twice as likely to pay attention to in-game display ads than other internet display ads. That’s because more than 70% prefer to “pay” for in-game content (such as game points, currency, or other related benefits) by watching video “reward” ads rather than spending actual money.

As an example, in many games, gamers have a set number of lives. If they’ve reached a certain level and lose, users have to start from the beginning once they’re out of these lives. Video reward ads could prompt them to view or interact with the ad in exchange for additional life so that they no longer have to start the game from scratch.

This structure is a win-win for everyone; the advertiser gets the gamer’s attention, the gamer saves money, and the game producer still gets revenue by selling the interstitial ad space.

The Value of Video Reward Ads

Video reward ads offer many benefits. Here are a few of the most important:

  • User engagement. The bigger the ad, the bigger the impact. Interstitials are more memorable than other mobile game ads. They engage users better because they’re less disruptive and more “helpful.” In fact, 50% of userssay they would be less satisfied with their app experiences if reward ads were removed.
  • Audience diversity. The volume of this industry makes it ripe with opportunity. There are more than 5 billion gamersin the world, and they aren’t just young men. Forty-six percent of gamers are women, and 40% are between 25- and 44-years-old. That offers potential for advertisers in various industries seeking different demographics’ attention.
  • Brand safety. Finally,in-game mobile marketing is a highly brand-safe environment. The content is not user-generated (as with social media or YouTube, for example), so brands have more control over their image and messaging. The content is also usually lighter and lower-risk. That said, advertisers should still use only trusted partners that monitor and make brand safety measures a top priority.

Getting Started With In-Game Advertising

Keep the following best practices in mind as you determine how to best advertise in mobile games.

1. Define your audience upfront.

This industry has long outgrown the niche “gamer” stereotype, so knowing your target audience and how to reach it is more important than ever. The last thing you want to do is waste valuable impressions. Consider different targeting (or anti-targeting) metrics, such as age, gender, geo, device, language, and interest segments. Then, layer on contextual segments targeting gaming content. If you have specific gaming apps you wish to run on, create and target a site list for those apps specifically.

2. Be mindful of where you send the user.

The offer you showcase in your ad should directly tie to where the user lands upon post-click. We recommend creating a specific post-click landing page (rather than just sending users to your website). This is more respectful to the user, so you’re actually providing value and not coming across as salesy.

3. Keep your audience in mind when designing creative.

It might be tempting to use this space to show off your team’s graphic design skills, but it’s better to create a clear UX for gamers, including a clear exit button and captivating, memorable content. To capture gamers’ attention, your ad must first be useful and entertaining.

4. Implement advertising measurement tools.

The data available to advertisers is one of the key benefits of the gaming format. Many developers allow advertisers to integrate third-party measurement tools, such as Frameplay and Kochava, that use a new impression-to-conversion attribution model. Through this partnership, advertisers can track conversions based on in-game mobile marketing to see how effective their marketing dollars are in terms of video game advertisements.

5. Stay up-to-date with industry trends.

The gaming space moves quickly, so it’s key to keep yourself educated and updated from a compliance and privacy standpoint. The Media Rating Council is working with the Interactive Advertising Bureau and industry to update the 2009 In-Game Advertising Measurement Guidelines, as in-game advertising has evolved significantly over the past 13 years.

In-game mobile marketing offers a growing market of opportunity — not to mention invested audience — to advertisers willing to make the leap. Interstitial and “reward” ads, in particular, drive value for the customer, make brands memorable, and allow you to get your audience’s undivided attention and hopefully direct consumers to a specially-designed landing page.

To learn more about developing a strong mobile game advertising strategy, get in touch today.

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