Back to Blog - by Raquel Rosenthal

Today marks an exciting milestone in Digilant’s journey as we unveil our new visual identity. This transformation is more than just an aesthetic shift; it also reflects our company’s commitment, as a media planning and buying partner, to innovation in a perpetually evolving industry.

The current digital landscape is vastly different from the one we knew even five years ago with the proliferation of data, new devices, and the rise of new channels altering how advertisers effectively reach and engage audiences. And we sit on yet another precipice of change as we face the impending deprecation of third-party cookies, the rapid advancement of artificial intelligence, and the increasing demand for personalized consumer experiences. It’s clear that with time digital advertising has only become, and will continue to be, vastly complex.

For many advertisers, navigating these complexities can be a herculean feat. As a leader with a deep understanding of the intricacies of media buying, ad tech, and analytics, I understand these challenges and the critical importance of having access to cutting-edge resources that empower businesses to succeed.

From day one, our mission has been to eliminate barriers to the industry’s most sophisticated tools, enabling advertisers to seamlessly connect the dots — across data, devices, channels, audience, and more — with confidence. Over the last year, we’ve secured new partnerships, introduced new services, and rolled out additional capabilities to provide our advertisers with the technology, expertise, and intelligence they need to thrive. Our previous identity, while effective in its time, no longer represented the innovative media partner that is Digilant; our new brand reflects that ambition, capability, and promise.

As we move forward, I invite everyone — clients, prospects, partners, and our team — to explore and engage our refreshed brand. It’s designed not only to stand out but to stand for something: our unwavering commitment to supporting our clients, helping them to scale and achieve success with innovative solutions, deep insights, and integrity.

Thank you for joining us on this exciting journey. I look forward to continued success in creating powerful media narratives, together.

Back to Blog - by Otniel Calderon

Google has long reigned as the king of search engines. With more than 8.5 billion searches a day, it’s no surprise that when in need of information, the common vernacular is to say, ‘Google it.’

So, with this historical dominance in the industry, what company can shift this trend and give Google a run for its money?

TikTok.

While you may have thought this short-form video platform had reached its headline quota after news covering its meteoric rise of popularity, securing the title for the fastest-growing social platform of all time, or the back and forth about whether it would be shut down in the US. But, TikTok’s dominance in the industry hasn’t slowed down, and therefore neither have the headlines.

Introducing TikTok: The Search Engine

The platform rose to popularity as a social platform used to discover, interact, and post short-form videos (many with the hopes of going viral). Now touting over 150 million monthly active users in the US, experts have recently noticed a pattern that shifts the platform’s primary use.

Rather than strictly for entertainment purposes, users, especially younger generations, are more often using social media apps as their primary search engine. In fact, 51% of Gen Z searchers turn to social media apps, like TikTok or Instagram, before performing a traditional Google Search.

So why the switch in behavior?

The amount of time people are spending on mobile devices – specifically browsing social media – naturally lends itself to this new use. Last year, the average US consumers spent huge portions of their day on the following apps:

  • TikTok: 53.8 minutes
  • Youtube: 48.7 minutes
  • Instagram: 33.1 minutes

As they grow more comfortable in the platform and more trusting of its content, TikTok, Youtube, Instagram, and now ChatGPT have all crept into Google’s domain. However, there are four features unique to TikTok that keep Gen Z coming back and searching more. And, that advertisers need to keep an especially close eye on.

4 Reasons Users Turn to TikTok for Searches

1. The Algorithm

When asked why people enjoy the app beyond its sheer entertainment value, the overwhelming response is its precise algorithm. Maybe you’ve even heard a friend say, “My algorithm knows me so well.” TikTok is touted as having one of the best algorithms to find personalized, curated content explicitly based on your preferences and interests.

Users started and grew their time using the app because of the curated videos served to them based on their interests. Now, they know they can use that same benefit when seeking information. They are confident the search results will fulfill not only their curiosity but will align with their preferences. 

2. Personalization

In light of Gen Z’s preference toward influencers and user-generated content, the answers provided on TikTok seem more authentic coming from a fellow user rather than a faceless, impersonal website. 

3. Today’s Consumers are Video-First

It’s been on-trend for years, but consumers overwhelmingly prefer video content to any other format. And when it comes to recommendations, short clips of a dining experience showcasing the different food, drinks, atmosphere, and live reaction to the taste are sure to peek your interest more than the written word or even static imagery. In the current environment, the battle of text vs. video always ends with video on top.

4. Less Bias

As mentioned above, today’s consumers, are wearier of ads and vague recommendations. They are looking for sources beyond websites and blogs strictly optimized for Google. TikTok allows them to scroll through different videos and source their own information. They can also browse comment sections, see what other users think, verify which recommendations seem legit, and confirm if they fit their needs.

The Drawbacks

With any information searched and consumed online, there is a risk of misinformation and biased results. TikTok takes this up a level because of its walled garden platform.  Consumers aren’t moving away from the app; therefore, they aren’t going to alternative sites to verify or double-check the information they receive.

TikTok’s Response

As TikTok recognizes this new consumer behavior on its platform, they have leaned into its new reputation as a venue for finding information. As such, they are testing features to combat misinformation and also encourage users to do more research on topics. For example:

  • It is currently testing a feature that identifies keywords in the comment section and links to search results for them.
  • In Southeast Asia, it is also testing a feed with local content so that people can find businesses and events near them.

Google’s response to the recent changes

Google hasn’t publicly spoken out, recognizing that there’s a new competitor in town. However, recent changes to their search experience indicate they know they can’t rest on their laurels. When searching on Google, you’ll now notice a variety of different media, including:

  • Text
  • Video
  • Images
  • TikTok video
  • YouTube Shorts: vertical videos less than a minute long

Additionally, individuals within the organization have commented that it’s on the company’s radar. In July, a Google senior vice president, Prabhakar Raghavan, stated:

“In our studies, something like almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

What Does this mean for advertisers?

In an environment where advertisers have long relied on Google as the cornerstone of their paid search efforts, many may question whether they should reconsider their strategy. The short answer is there is no need to abandon Google and move all investments toward TikTok. Google still has tremendous power as a search engine.

However, this change in consumer behavior is a good reminder and indication that regular refinements to your digital advertising strategy are essential. So if it’s been a while since you’ve thought about how your strategy stacks up in today’s environment, here’s your sign to regroup.

Consider how you can TikTok to interact with and engage consumers.

TikTok Strategies for Advertisers

Organic Efforts

While it may seem overwhelming due to the endless creativity that seeps out of TikTok, jumping into the platform with an organic presence is a good place to start. Remember you started from scratch on other platforms like Instagram and Twitter, built a following, learned what works and doesn’t, and refined your strategy. The same can be done on TikTok.

As mentioned, younger generations love organic content, so creating authentic videos showcasing your products and services while maybe incorporating a trend of two will go a long with today’s consumers. An always-on, regular cadence of content also puts your brand in a great position to pop up in those organic searches that app users make every day.

Paid Efforts

Once you have a solid organic strategy, consider investing in paid efforts. There are unique creative opportunities for brands to get their content in front of consumers, including:

Additionally, the platform offers a suite of audience targeting solutions to ensure you’re ad is reaching the right audience, such as:

  • Demographic (Gender, Age, Geographic, Language)
  • Internet Operation (Mobile OS, Internet Access)
  • Interests (Examples: Anime, Auto, Pets, Food, Funny, Games, Lifestyle, Entertainment, military, Films & TV, Song & Dance, Society, Sports, Technology)
  • Custom Audience: add audience, exclude an audience, replace audience
  • Lookalike Audiences

Ready to incorporate TikTok (and other “new-wave search engines”) into your digital advertising strategy?

At Digilant, we help brands to eliminate channel siloes and inefficiencies with Advanced Social solutions across all social platforms, including TikTok, Instagram, Youtube, and more. Learn more about key features of our solutions, including fluid budgets, transparent fee structure, and holistic reporting with superior customer service here.

Contact us here if you’re ready to build a digital advertising solution targeted for today’s modern consumer.

Back to Blog - by Kyle Malone

The digital advertising landscape is evolving rapidly, with in-game and esports advertising emerging as powerful channels to engage with a highly immersive audience. By 2027, the esports industry is expected to reach $72 billion, while the in-game advertising market is projected to hit $18.4 billion​​. As more media buyers plan to invest in these areas, understanding the intricacies and benefits of in-game and esports advertising becomes crucial for brands looking to maximize their reach and impact.

What is Advanced Gaming Advertising?

In-game advertising involves placing ads within the gaming environment, including mobile, PC, and console games. This form of advertising can take various forms, such as video ads, static banners, native ads, and rich media.

Video Ads: Engaging video content seamlessly integrated into the game.

Static Banners: Non-intrusive banner ads placed within the game environment.

Native Ads: Ads that blend naturally with the game’s content.

Rich Media: Interactive and visually appealing ads that enhance user engagement.

Advanced Gaming Channels

In-game advertising channels include mobile gaming, which is the most popular platform and expected to grow significantly; PC gaming, which offers rich, immersive experiences for ad placement; and console gaming, which provides a highly engaging environment for ads.

Mobile Gaming: Popular apps like Candy Crush and Clash of Clans offer prime real estate for ads, leveraging the high engagement of mobile gamers.

PC Gaming: Games like League of Legends and Counter-Strike provide rich, immersive experiences where ads can be strategically placed.

Console Gaming: Titles like Fortnite and Call of Duty offer deeply engaging environments for effective ad placement.

What is Esports Advertising?

Esports advertising targets the audiences of competitive gaming events. This can include placing ads on livestream platforms like Twitch and YouTube Gaming during live esports events, sponsoring arena events for branding opportunities at live esports tournaments, and endorsing professional gamers and teams to boost brand visibility.

Esports Ad Formats:

Live Stream Platforms: Ads served during live streams on platforms like Twitch and YouTube Gaming.

Arena Event Sponsorship: Branding opportunities at major esports tournaments.

Player and Team Sponsorship: Endorsing esports professionals and teams to build brand loyalty among fans.

Esports Channels

Esports advertising channels include live stream platforms like Twitch, boasting over 70 million monthly users who stream over 400 million hours of content per month, which enable brands to reach audiences through video ads during live broadcasts; event sponsorships, which provide opportunities to sponsor major esports tournaments for increased brand visibility; and player and team sponsorships, which involve endorsing esports professionals and teams to build brand loyalty among fans.

Benefits of Gaming Advertising

Gaming advertising is characterized by high engagement, as gamers spend significant time interacting with games, providing extensive exposure for advertisers. It also offers expansive reach, allowing access to a vast global audience, with over 3.32 billion active gamers projected by 2024​​. The non-intrusive ad environment ensures that in-game ads blend seamlessly with the gaming experience, minimizing disruption. Additionally, the diverse ad formats, ranging from banners and videos to custom native ads, allow for creative and impactful campaigns.

Gaming and Esports Audience Insights

The gaming and esports audience is vast and diverse. Seventy-six percent of gamers play on mobile devices, 38% on PCs, and 37% on consoles​​. The esports audience is predominantly male, with 58% identifying as such, and significant viewership among Gen Z and Millennials​​. Gamers spend an average of 12 hours per week playing games, often using gaming as a way to pass time and relieve stress. Moreover, a large portion of gamers prefer ad-supported pricing models over pay-to-play models​​.

How to Build Successful Advanced Gaming Campaigns

Building successful advanced gaming campaigns involves leveraging advanced targeting and measurement techniques. Digilant’s advanced in-game and esports solutions utilize behavioral and contextual targeting to ensure ads are delivered to the right audience at the right time. Key features include access to top partners like Frameplay, Twitch, and Anzu; advanced targeting using behavioral and contextual data to tailor ads effectively; unique ad formats offering a variety of ad formats, including banners, video, and custom native ads; robust reporting providing comprehensive metrics on impressions, reach, frequency, and campaign performance; and accurate attribution and measurement insights into campaign effectiveness and lower funnel KPIs.

The Future of Advanced Gaming Advertising

The in-game advertising market is expected to reach $18.4 billion by 2027​​, with the mobile gaming sector alone projected to grow significantly, emphasizing its importance in the digital advertising mix. Esports revenue is expected to grow at a 5.9% annual rate, reaching $72 billion by 2027​​. Key platforms like Twitch boast over 70 million monthly users, making them prime channels for reaching engaged audiences.

Maximizing Advanced Gaming Ads

In-game and esports advertising offers brands a unique opportunity to connect with a highly engaged and expansive audience. By leveraging advanced targeting, diverse ad formats, and strategic partnerships, brands can create impactful campaigns that resonate with gamers and esports fans. As the industry continues to grow, staying ahead of trends and utilizing comprehensive measurement tools will be crucial for maximizing the potential of gaming advertising.

Back to Blog - by Kyle Malone

Given the rapid evolution of technology, consumer behavior, and media consumption patterns, traditional marketing approaches no longer suffice when it comes to capturing and retaining audience attention. Marketing organizations looking to grow their brand’s market share must constantly be looking to innovate.

Advanced TV—encompassing streaming services, over-the-top (OTT) devices, connected TVs (CTV), addressable TV, free ad-supported television (FAST), programmatic TV, and more—presents a variety of opportunities for marketers to engage with their target audiences in more personalized, immersive, and impactful ways. However, there’s a lot of nuance to understand when it comes to this fast-growing (and even-faster-evolving) channel. In this article, we’ll explore the fundamentals of advanced TV advertising, its impact on audience engagement, and how marketers can make the most of this tremendous channel.

What Is Advanced TV Advertising?

Advanced TV advertising is an overarching term that encompasses non-traditional TV advertising—specifically advertising that occurs before, during, or after a video stream on the internet. As consumption of TV and movies via streaming services increases, alongside overall growth in online video consumption, advanced TV continues to cover a growing array of advertising opportunities, formats, and buying modalities.

Marketers are likely familiar with many of the terms encompassed by advanced TV—concepts including addressable TV, OTT advertising, connected TV (CTV), programmatic TV, and more. While there is some overlap to these terms, as well as their associated advertising opportunities and formats, it’s important for brands and agencies to have a baseline understanding of the role they play in the grander scheme of advertising.

Examples of Advanced TV Advertising and Formats

The realm of advanced TV spans a variety of ad formats and buying modalities, each of which offers unique benefits within the context of an omnichannel marketing campaign. Let’s look at some examples.

CTV, OTT, FAST, Addressable, Programmatic

Connected TV Ads

CTV advertising refers to the placement of ads on internet-connected television devices or platforms. These platforms include streaming services like Hulu, Netflix, and Amazon Prime Video, as well as devices such as smart TVs, gaming consoles, and streaming media players like Roku or Apple TV.

CTV advertising allows advertisers to reach viewers who are increasingly consuming video content through digital streaming rather than traditional cable or satellite TV. It offers targeting capabilities similar to digital advertising, allowing advertisers to deliver personalized ads to specific audiences based on demographics, interests, and behavior. CTV advertising offers benefits such as precise targeting, measurable results, and the ability to reach cord-cutters and cord-nevers who do not subscribe to traditional TV services.

For example, let’s say a fashion brand wanted to reach its audience using TV ads,. The brand could roll out ads within popular streaming services featuring its latest collection, and it could specifically target those ads to viewers who have shown interest in fashion-related content or have previously visited the retailer’s website.

Over-the-Top Ads

Over-the-Top (OTT) advertising refers to the placement of ads within streaming content that is delivered over the internet, bypassing traditional cable or satellite TV. OTT platforms include services like Hulu, Sling TV, and YouTube TV, which can be accessed on a variety of devices such as Smart TVs, gaming consoles, mobile phones, and tablets. This format allows advertisers to reach viewers who consume content through these modern channels, often referred to as cord-cutters or cord-nevers.

OTT advertising combines the broad reach of traditional TV with the precision targeting capabilities of digital advertising. Advertisers can deliver personalized ads based on user data such as demographics, viewing habits, and online behaviors. This ensures that ads are relevant to the viewer, increasing the likelihood of engagement and conversion.

For example, a fitness apparel brand looking to reach health-conscious consumers might choose to advertise on an OTT platform like Hulu. The brand could target ads to viewers who watch health and fitness-related content, showcasing their latest line of workout gear. The ad might feature testimonials from fitness influencers, highlight the technical features of the apparel, and offer a discount code for first-time customers to drive immediate sales.

Free Ad-Supported TV Ads (FAST)

FAST TV advertising involves placing ads on platforms that offer free, ad-supported streaming channels. These platforms function similarly to traditional linear TV but are accessible via internet-connected devices, providing a curated selection of programming with scheduled ad breaks. Unlike subscription-based services, FAST platforms rely on advertising revenue to deliver content to viewers at no cost.

FAST TV advertising allows advertisers to reach a wide and diverse audience, including those who have shifted away from traditional TV in favor of streaming options. This format ensures that ads are non-skippable, increasing viewability and engagement. FAST platforms also offer opportunities for advertisers to target specific demographics and interests based on the platform’s user data.

For example, let’s say a consumer electronics company wants to promote its latest smart home devices. By advertising on a FAST platform like Pluto TV, the company can target ads to tech-savvy viewers who regularly watch technology or home improvement channels. The ad might showcase the smart home devices’ features, demonstrate how they can be integrated into a modern home, and highlight special promotions or bundles available exclusively through the advertiser’s website.

Addressable TV Ads

Addressable TV advertising refers to a form of targeted advertising delivered to specific households or viewers based on various data points such as demographics, interests, location, or past viewing behavior. Unlike traditional TV advertising, which broadcasts the same message to all viewers watching a particular channel at a given time, addressable TV advertising allows advertisers to customize and personalize their messages to specific audience segments. When users set up their set-top boxes, smart TVs, or other devices they opt-in to share their viewership habits and preferences data, yielding a completely privacy-compliant experience. This data is then collected, analyzed, and used for more targeted, personalized ads.

Addressable TV advertising offers several benefits, including increased relevance and effectiveness of ads, the ability to measure and track ad performance more precisely, and the opportunity for advertisers to reach niche audiences with tailored messages.

For example, let’s say a car manufacturer wanted to target households that are in the market for a new vehicle. Using data from various sources such as online browsing history, past purchases, and demographic information, the car manufacturer could identify households that match its target audience profile. Addressable ads could then be tailored to appeal to the specific interests and needs of these households. For example, the ad might showcase the latest features of a particular car model, highlight special offers or discounts available in the viewer’s area, and even provide personalized recommendations based on the viewer’s past behavior or preferences.

Programmatic TV Ads

Programmatic TV advertising refers to the automated buying and selling of TV advertising inventory using software platforms and algorithms. It applies principles similar to programmatic advertising in digital channels, adapted for the TV space. In programmatic TV advertising, advertisers use data and technology to target specific audience segments and optimize ad placements in real-time—and in a scalable way. This approach allows for more precise targeting, increased efficiency, and improved ROI compared to traditional buying methods. Programmatic TV advertising also enables dynamic ad insertion, allowing different ads to be shown to different audience segments watching the same program.

For example, a tech brand launching a new smartphone could use programmatic TV advertising to target households with individuals who have recently searched for smartphones online or have shown interest in similar products. The ads could be scheduled to air during programs across a variety of platforms and content popular among tech enthusiasts or during time slots when the target audience is most likely to be watching TV or online video.

How Important Is Advanced TV Advertising?

The importance of advanced TV advertising continues to grow within the modern marketing landscape, both in terms of how it aligns with consumer behavior as well as its ability to drive more-meaningful engagement with audiences. Viewers continue to spend more time watching CTV. According to eMarketer, in 2024, U.S. adults will average 123.4 minutes per day with CTV. As a result, the channel will continue to see double-digit ad spend growth in the coming years. In 2024, CTV ad spending will reach $30.1 billion and account for 1 in 10 U.S. digital ad spend dollars. By 2027, U.S. CTV spending is expected to reach nearly $41 billion.

Much of this growth is in recognition of the fact that advanced TV advertising offers a number of advantages over traditional TV advertising methods. For example, brands report achieving ROI with CTV ads that is 30 percent higher than for other marketing channels and tactics. Meanwhile, when comparing different types of viewers, research has found that 23 percent of CTV viewers have made a purchase after seeing an ad versus 12 percent of linear viewers. Likewise, 44 percent of free ad-supported streaming TV (FAST) viewers demonstrate high TV ad receptivity, surpassing receptivity rates among viewers of both linear and subscription services.

Challenges and Controversies in Advanced TV Advertising

Of course, as with any emerging advertising opportunity, advanced TV is not without its challenges. As viewers consume content through advanced TV platforms, their viewing habits, preferences, and even personal information can be collected and used to tailor advertisements. This targeted approach, while promising personalized experiences, raises red flags regarding consumer privacy.

Concerns revolve around the potential for intrusive tracking, unauthorized data sharing, and the risk of sensitive information falling into the wrong hands. Moreover, the opacity surrounding data collection practices and the lack of transparency in how this data is used further exacerbate privacy apprehensions. As advanced TV advertising continues to evolve, it’s important for stakeholders to prioritize robust data protection measures, transparent policies, and consent mechanisms to uphold consumer trust and safeguard privacy.

For advertisers in particular, it’s important to carefully navigate ethical dilemmas and maintain transparency within advanced TV advertising campaigns. This can be done by prioritizing transparent data collection practices. In general, advertisers should work with publishers who obtain explicit consent from viewers before collecting and using their personal data for advertising purposes, and advanced TV advertising is no exception.

In addition, there is still work to be done when it comes to bridging the gap between advanced TV platforms and the linear world. However, this cross-media conversion is becoming more possible, particularly as data clean rooms answer for cross-platform data communication. Clean rooms enable companies to combine data from various platforms and services. The data remains encrypted, making it impossible for anyone to access personally identifiable information. In this way, data clean rooms can help to solve for some of the challenges related to measuring and optimizing outcomes in advanced TV efforts.

Benefits of Advanced TV Advertising

Advanced TV advertising offers a variety of benefits for advertisers seeking to maximize the efficiency and effectiveness of their campaigns. These include:

Precision Targeting

Advanced TV advertising allows advertisers to target specific audience segments based on demographic, behavioral, and geographic data. By harnessing data from various sources, advertisers can create highly tailored campaigns that resonate with their intended audience. This precision targeting not only ensures that advertisements are delivered to the most relevant viewers but also minimizes wasted ad spend by avoiding reaching those unlikely to convert.

Increased Reach

Advanced TV allows advertisers to reach audiences across a variety of platforms, including connected TVs, streaming services, and digital devices. Unlike traditional linear TV advertising, which is limited by predefined time slots and geographic regions, advanced TV advertising leverages digital platforms and connected devices to reach viewers across a variety of channels and devices. This expanded reach not only allows advertisers to tap into new and previously untapped audiences but also enables them to engage with consumers who may have shifted away from traditional TV consumption toward streaming services and connected devices.

Measurable Results

Advanced TV advertising offers sophisticated measurement and analytics capabilities, allowing advertisers to track and analyze the performance of their campaigns in real-time. Unlike traditional TV advertising, which often relies on estimates and sample data for performance evaluation, advanced TV advertising offers robust measurement tools that provide advertisers with granular insights into campaign effectiveness. By leveraging advanced analytics and tracking technologies, advertisers can accurately measure key performance indicators such as reach, frequency, engagement, and conversion rates.

Overall, advanced TV advertising represents a powerful tool for advertisers to deliver impactful, targeted campaigns that drive tangible business outcomes in an increasingly fragmented media landscape.

How Does Advanced TV Advertising Work?

So, what does the process of planning, executing, and measuring advanced TV advertising campaigns look like in practice? Below are the 3 key steps that brands and agencies should be sure to follow.

1. Planning

Planning an advanced TV campaign requires a strategic approach that takes into account various factors to ensure its success. Firstly, defining clear campaign objectives and outlining a budget is essential; whether it’s increasing brand awareness, driving sales, or expanding market reach, having specific goals in mind helps guide the rest of the planning process.

Next, identifying the target audience is crucial; advanced TV advertising offers precise targeting capabilities, so understanding who your ideal consumers are—their demographics, interests, and viewing habits—is paramount.

Once the audience is defined, selecting the appropriate channels and platforms for reaching them becomes essential; this could include connected TVs, streaming services such as FAST or OTT platforms, or programmatic TV platforms.

2. Execution

Executing an advanced TV campaign requires advertisers to develop creative assets tailored to resonate with the target audience, ensuring they align with the campaign objectives and messaging strategy. Consider unique creative formats such as QR codes, video skin, shippable CTV unit, social to CTV, Samsung first screen unit, pause ads, or voice-to-action unit to stand out among competitors and drive action from consumers.

Agencies must then negotiate ad placements and secure inventory, taking into account factors such as ad formats, frequency capping, and targeting parameters. Implementing robust tracking and measurement tools enables agencies and advertisers to monitor campaign performance in real time, allowing for timely adjustments and optimizations to maximize impact and ROI.

3. Measure

Measuring the effectiveness of an advanced TV campaign requires a comprehensive approach that leverages a combination of metrics and analytics tools to evaluate various aspects of its performance. First, assessing reach and frequency metrics helps determine the extent to which the campaign has successfully reached the target audience and managed exposure levels. Audience engagement metrics, such as ad completion rates, click-through rates, and interaction rates, provide insights into how effectively the creatives are resonating with viewers and driving engagement. Additionally, tracking conversions and attribution metrics allows advertisers to understand the impact of the campaign on driving desired actions, such as website visits, purchases, or sign-ups.

As the advertising landscape continues to evolve, advanced TV advertising stands at the forefront, empowering advertisers to deliver impactful and cost-efficient campaigns that drive tangible business outcomes in an increasingly digital world.

Connect with TV Audiences with Digilant!

Are you ready to unlock the full power of advanced TV advertising for your brand? We’re here to help. Let’s talk about what Digilant can do for you.

Back to Blog - by The Digilant Team

Social media has been a trending topic in the digital advertising industry for a few decades now. Through the years, different platforms have fluctuated in popularity. Still, no matter which platform is ranking #1, one thing remains true: consumers spend large portions of their day scrolling, watching, connecting, and browsing on these social platforms. It’s now estimated that the average consumer spends upwards of 2.5 hours on as many as nine different platforms every day.

In turn, it’s essential for advertisers to stay up-to-date with new platforms, trends, and features on these networks. Social platforms are transitioning away from a closed “network” and more toward discovery platforms (take TikTok, for example). This creates a consumer eager for discovery. Beyond people, consumers are interested in finding, interacting, and even making purchases from new brands and products. Having an organic profile on this social platform (albeit important) is no longer enough. Brands need to present their brand to these new curious consumers with paid advertising placements.

What is paid social?

Paid social or paid social advertising is when brands pay to have their content (ad) displayed in front of a specific audience. This can be done by either boosting organic content or through designated unique ads across platforms such as:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • Reddit
  • Snapchat
  • TikTok
  • Twitch
  • Youtube

Each social platform has its unique advertising opportunities varying from photos and videos to sponsored messaging and in-mail ad formats. There is a platform, and ad type brands can use across social for every stage of the buying funnel. Whether a “promoted pin” on Pinterest to garner brand awareness or a shoppable ad on Instagram enticing a purchase – the opportunities are seemingly endless to get your brand in front of consumers.

Fitting Paid Social into your Digital Advertising Strategy

You may be thinking: my current digital advertising strategy is seeing great success. We’re reaching our target audience and hitting our KPIs. Why invest part of my budget in a new channel?

Advertisers need to remember, despite the success your seeing across one channel, the current shopper is an omnichannel shopper. So, marketing efforts must, in turn, mirror this journey. Every advertising channel is just one piece in the whole omnichannel marketing puzzle.

Pigeonholing yourself leads to missed opportunities on devices and channels consumers spend huge portions of time on, which puts your brand behind the competition.

If you’re already using a digital strategy like programmatic, paid social is a natural progression in expanding your portfolio. Check out four ways paid social and programmatic complement each other to further your strategy toward omnichannel success.

 4 Ways Paid Social can Compliment Programmatic Display

1. Expand your media mix.

A mentioned above, today’s shopper is an omnichannel buyer. Consumers no longer take to one site to browse for and buy products. Instead, the shopping journey continues as they move from googling on their desktop to checking Twitter on their phone to listening to music on their smart speaker device. Adding paid social to your digital advertising strategy eliminates silos as your brand makes a splash with consumers no matter where they move throughout their day.

2. Tell a cohesive story.

Consumer privacy and data concerns are at the forefront of the industry as regulations are put into place to ease consumer concerns. Although these changes may be complicated to keep up with and understand, it’s crucial to remember that they’re put in place to enhance and protect the customer experience. And, when data is used correctly and safely, to benefit the user experience, about ⅔ of consumers are comfortable with their personal information and data being used.

Compliantly using data during the customer journey allows your brand to tell a cohesive story across all channels and platforms. You can retarget, upsell, cross-sell, and use competitive conquesting to reach consumers with ads based on where they are at in the customer journey. And when you’re using both programmatic and social, you have more opportunities to reach consumers, so they move through the customer journey quicker and more efficiently.

3. Easier to Optimize

Programmatic advertising gives you the ability to target users based on a variety of characteristics and data points. This includes their web and app activity, demographics, interests, purchase history, offline data such as subscriptions and loyalty programs, and social media activity. With this information in hand, you no longer have to look to serve an ad to someone simply because they like a particular page on Facebook. Instead, the platforms can work together so that the consumer insights gained with programmatic advertising are used to target consumers on social media better.

With both channels in play, the data intake increases yielding easier, better, and more opportunities for optimization.

4. Offer a holistic approach.

Like increased channel optimization, adding paid social to your programmatic campaigns enables a complete picture of the success of your media investments. You’ll understand which channels are working best to move the needle for your brand, where the budget could be better allocated, and what messages resonate best with consumers. All of this information will be obtained in the same place, at the same time, giving you an overall holistic view of your digital media.

Get Started with Paid Social

Implementing a new channel doesn’t mean you have to start from scratch. Social media, for example, is a great platform to use in conjunction with your other digital advertising effort because there isn’t a drastic lift to get started. Assets can be used for display and social posts with minimal resizing and editing.

Conversely, if you have an organic or paid social media presence but are looking to expand into channels like programmatic, capabilities such as social to display ads offer you a no lift point of entry.  Social Display ads repurpose or recreate organic social media posts to use as traditional display ad units.

Whether you currently use paid social and not programmatic or you’ve invested in programmatic but yet to dive into paid social, understand that the two channels work wonderfully in tandem to elevate your digital media goals and further your brand’s overall growth.

Digilant’s Paid Social Capabilities

By working with Digilant, you are getting an expert team that knows the ins and outs of each social platform. We’re committed to staying up-to-date with the latest features and offerings from social channels, so our team has weekly calls with each platform to talk about the latest updates, campaigns, and any troubleshooting.

Our Paid Media team will provide a strategy based on your campaign goals and objectives to ensure you are on the right platforms to reach your goals. And because Digilant has expertise across programmatic, search, social, and beyond, you’ll have access to holistic reporting that gives you a clear picture of how all your digital media efforts are working together.

Interested in learning more about how Digilant’s can works as an extension of your team to reach your social goals? Let’s talk.

Back to Blog - by The Digilant Team

While scrolling through Instagram or TikTok, today’s consumers expect to be able to click on a product they like and easily make a purchase, all without leaving the social platform.

Social commerce trends are transforming the way people shop and, as such, create a golden opportunity for advertisers. Consumers are overwhelmingly turning to social media for product recommendations from sources they trust, whether that be friends, family, or influencers. With 302.35 million social media users in the U.S. (90% of the population), this means there is ample opportunity for advertisers to engage with these shopping-centric mindsets.

While it may seem like shoppable ads within social media are a trendy, creative format for marketers to use, it’s actually more important and requires a much more thoughtful strategy to embrace tools like this. Shoppers expect a seamless brand experience across all channels, and 80% rate their shopping experience as equally important as the products they buy. That said, consistency does not equate to frequency. In fact, customers get turned off if they keep seeing the same ad over and over. According to Deloitte, eight out of 10 customers already believe they receive too many repetitive ads.

The lesson for advertisers? Take a thoughtful, omnichannel approach to ensure consumers aren’t associating your brand with a negative or intrusive experience. For example, if your ad features a product (e.g. a pair of shoes the consumer previously viewed), the product should be in stock and available to purchase should the user click through the ad.

Shoppable Ads Are the Key to Successful Social Media E-Commerce

Social media advertising is an extremely valuable tool for brands to engage further with their audience while also exploring new areas for growth. While the majority of consumers are on tried-and-true platforms like Facebook and Instagram, new platforms or ad opportunities continue to enter the market, creating unique opportunities to engage with new consumers in different ways.

Shoppable ads within social platforms are the perfect example of a relatively new feature that brands can implement into their marketing strategies to drive conversions, thus increasing their ROI. Instagram and Facebook provide the most opportunities to run shoppable ads. However, platforms like Tiktok, Pinterest, and Snapchat are adopting more of these innovative features as well.

Understanding the intricacies of each platform and ad unit is essential to ensure you’re properly implementing targeted, worthwhile ads that drive action among consumers. Below we’ve outlined four of the most common e-commerce social media marketing ad types and when they might be appropriate for your brand.

1. Image Ad

Static image shoppable ads feature an image of your product and provide a link that will take the consumer to your website, ideally directly to a landing page to purchase the respective product featured. This type of in-feed format has the look and feel of a regular post but includes additional information about your product.

On Instagram, the shoppable image will live within your profile but will also be featured on the explore page, creating more opportunities for consumers to come across your ad when they use the search feature.

2. Carousel Ad

As an extension to an image ad, the carousel format allows you to choose up to 10 images to include in one post, exposing your audience to multiple products. This type of ad provides an excellent opportunity for advertisers to tell a deeper story, showcase multiple offerings, or provide insights for your audience.

A quick tip: Keep images cohesive and engaging to ensure relevancy among consumers.

3. Collections Ad

The in-feed ad often includes a header image or video, followed by additional products for consumers to view. Once the consumer clicks on your ad, they’re taken to your digital storefront and can explore new products. While this ad format causes little disruption to the consumer scrolling through social media, it still provides opportunities to reach your audiences at all stages of the buying journey with different messaging and product highlights.

These types of ads are available on platforms such as Instagram, Facebook, and Pinterest.

4. Shoppable Video Ad

An increasing percentage of consumers cite a connection between watching a video on social media and their purchasing decision. As such, video ads are extremely valuable in your e-commerce social media marketing posts while also helping increase overall brand engagement.

Make your video ads as interactive as possible by including a shoppable link directing consumers to browse the relevant products. Shoppable video ads are available on platforms like Instagram, Facebook, YouTube, Snapchat, and TikTok.

Now Is the Time to Get Started With Shoppable Ads

With shoppable ads, the customer journey becomes simplified; consumers see something that interests them, they click it, and they buy it. This streamlined experience helps increase sales, brand awareness, and overall ROI. As more consumers flock to social platforms to discover and ultimately purchase products, take the chance to engage with them and point them to your digital storefront.

Need help launching your e-commerce social media marketing strategy? Contact us today to see how we can help your brand develop a social media marketing strategy that meets your specific goals.

Back to Blog - by The Digilant Team

Welcome back to our ongoing exploration of digital advertising in a post-cookie world. In episode five of our “Countdown to the Cookieless” series, Victoria De Leon, Director of Marketing, joins forces once again with our Sales Engineering team, Kyle Malone and Otniel Calderon. In this episode, they dive into the future of measurement and how the industry is adapting to the decline of third-party cookies. Click play on the video below for key insights and expert discussions or checkout our full recap below.

What’s the Future of Cookie-Free Measurement?

To address many advertisers’ main concern, de Leon starts the conversions with a straightforward question:

Without third-party cookies, will advertisers still be able to effectively track campaign performance?

Malone begins by reassuring the audience, emphasizing that while third-party cookies are going away, robust solutions are emerging that ensure effective measurement capabilities remain intact. He mentions that the shift is not as drastic as it may seem and that the industry has been preparing with innovative, privacy-compliant tools.


de Leon asks Calderon to expand on these solutions that Malone mentioned with the question:

What are some of the emerging cookie-free measurement solutions?

Calderon takes the lead in this section, explaining the variety of new measurement methodologies that don’t rely on third-party cookies. He talks about the rise of privacy-friendly analytics tools and AI-driven insights, reshaping how advertisers can track and optimize their campaigns across various channels. Some of the alternative solutions he mentions include:


With multiple cookie-free measurement options currently available for advertisers to explore, de Leon prompts the group to provide advertisers with a bit more guidance, with the question:

What measurement methodologies and tools are seeing success currently?

Malone points out how these older methods have gained new relevance, especially when combined with the latest AI technologies to provide deeper insights into consumer behavior and campaign performance. He specifically mentions successful methods like mixed-media modeling, attention metrics, and deterministic analysis combined with probabilistic or machine learning and AI. Calderon agrees with these notes and additionally suggests advertisers consider foot traffic analytics and brand health tracking.


Short on time? Listen to or download the content of this episode on Spotify.

The Impact of AI on Measurement

Taking a step back to a topic mentioned previously in the discussion, and the topic at the top of everyone’s mind right now, de Leon questions:

How are AI and machine learning shaping the future of measurement?

Calderson discusses the integral role of AI and machine learning in the future of advertising measurement. He details how these technologies are not just for real-time optimizations but are increasingly used to predict outcomes and enhance decision-making processes with their generative capabilities. He recommends advertisers use AI and machine learning tools for the following:

  • Analyze historical data
  • Build predictive models
  • Future-forward consumer behavior insights
  • Make forward-thinking optimization
  • Quickly evaluate large quantities of data
  • Seamlessly pivot towards what is working well and shift away from what isn’t
  • Improve ROI

Tips for Advertisers When Vetting Measurement Solutions

Moving the conversion toward actionable steps advertisers can take when researching cookie-free measurement solutions, de Leon asks:

What should advertisers consider when choosing measurement solutions?

Calderson advises on the critical aspects of selecting measurement tools, emphasizing the importance of privacy compliance, data integration capabilities, and alignment with specific business KPIs. He stresses the need for tools that can adapt to changing regulations and market conditions.


From the robust list that Calderon outlines, de Leon asks to condense the list by asking:

Of all the attributes mentioned, what are the key considerations when selecting measurement partners?

Calderson and Malone both offer two key insights on evaluating potential partners, narrowing the list to the following four key attributes:

  1. Keep in-line with local, state, and federal regulations
  2. Align with what you want to measure
  3. Provide interoperability and integrate with existing system (tools need to play well with other inputs)
  4. Provide actionable insights that can drive continuous improvement

After a robust conversation, highlighting many aspects of and tips for measurement in a post third-party cookies world, de Leon asks the panelist to summarize their thoughts with a final question:

What are the best practices for future-proofing measurement strategies?

Malone wraps up with some final thoughts on staying flexible and proactive in testing new solutions. He underscores the importance of agility in adapting strategies and tools to maintain effectiveness in a rapidly evolving digital landscape. Calderon agrees with this sentiment, reminding the audience that not everything will work for your organization, so testing and trying different methods is of utmost importance.


Embracing the Future of Measurement Without Cookies

As we conclude our discussion on transitioning away from third-party cookies, it’s evident that a new, privacy-focused era in advertising measurement is upon us. Victoria De Leon, with Kyle Malone and O’Neil Calderon, highlighted the potential of emerging tools and methodologies that align with privacy standards and meet business objectives.

The shift towards AI and advanced analytics tools is not merely about adaptation but about enhancing measurement precision. As advertisers, embracing these new technologies, staying updated on regulations, and maintaining an experimental mindset are essential to navigate this change successfully.

If you found today’s insights valuable, be sure to catch up on previous episodes in our “Countdown to the Cookieless” series. Our last episode delved into effective campaign planning and execution in this new landscape, watch it here.

Back to Blog - by Kyle Malone

In today’s screen-obsessed world, digital audio isn’t always at the forefront of marketing conversations—but it should be. The amount of time that U.S. adults are spending with digital audio has been growing for years. In fact, in 2024, the average daily time spent with digital audio in the U.S. will be 1 hour and 45 minutes—a full 15 minutes more than in 2020.

People spend more time listening to digital audio than they spend on other popular digital channels, including viewing subscription OTT content, watching videos on their phones, or scrolling social networks. For that reason, digital audio advertising represents an important component of any well-rounded media and advertising strategy. With digital audio ads, you can integrate your brand into the everyday routines of your audience in a way that is uniquely personalized to their interests.

Let’s dig deeper into the power of digital audio and how brands can make the most of this opportunity.

Understanding Digital Audio Advertising

Digital audio advertising describes promotions that are embedded within digital audio media such as podcasts, digital radio, and music streaming services. In contrast to traditional radio—which is regionally limited and features fixed programming and minimal listener control—digital audio offers a globally accessible, customizable, and interactive listening experience via the internet.

Digital audio advertising allows for highly targeted and personalized marketing campaigns, reaching specific audiences based on their listening preferences and behaviors. Additionally, digital audio’s rising popularity, especially through podcasts and music streaming services, provides brands with a growing, engaged audience and innovative ways to integrate their messaging organically into listeners’ daily activities.

Top Digital Audio Advertising Platforms

Some of the most prominent providers in the digital audio marketplace today include:

Streaming Radio

  • iHeartMedia: With over 860 live broadcast stations in 160 markets across America, iHeartMedia stations reach more than 110 million listeners every week, and 276 million every month.
  • SiriusXM: SiriusXM’s platforms collectively reach more than 150 million listeners monthly across all categories of digital audio—music, sports, talk, and podcasts.

Streaming Music

  • Amazon Music: Amazon Music is a music streaming platform and digital music store, operated by Amazon, that has more than 55 million subscribers.
  • SoundCloud: Music streaming service SoundCloud is available in more than 190 countries and territories, attracting more than 76 million active monthly users and featuring over 200 million audio tracks.
  • Spotify: Spotify’s audio streaming service boasts more than 602 million users, including 236 million subscribers in more than 180 markets.
  • YouTube Music: In 2024, YouTube Music and Premium crossed 100 million subscribers.

Podcasts

  • Apple Podcasts: An early promoter of podcasts, Apple Podcasts had an estimated 28 million U.S. monthly listeners and 23.8 percent market share in 2022.
  • Spotify: In recent years, Spotify has overtaken Apple Podcasts in number of podcast listeners, with 32.5 million in 2022.

Why Should Brands Use Digital Audio Advertising?

Digital audio advertising has proven to be highly effective in reaching targeted audiences in a meaningful way. For example, research has shown that audio ads are more than twice as likely to lift purchase intent and information intent than display ads. Likewise, audio ads drive 24 percent higher recall on average than display ads.

A lot of the power of digital audio advertising lies in its enhanced targeting capabilities, which enables brands to strategically target (and retarget) an audience across audio channels, formats, and programming. Digital audio targeting capabilities will vary according to a brand’s partner.

At Digilant, for example, we work with clients to refine digital audio targeting based on the following parameters:

  • Weather: Targeting according to conditions and temperatures.
  • Podcasts: Classifying podcasts by topic and targeting using keywords.
  • Listening Context: Targeting according to whether the person is on a headset, connected via Bluetooth, Wi-Fi, etc.
  • Smart Speakers: Targeting smart speakers like Amazon Echo, Sonos, Google Nest, and others.
  • Live Events: Using any feed.
  • Tech: Targeting by device type, IP, browser, OS, etc.
  • Behavioral and Demographic: Targeting by behavioral patterns and demographic information.
  • Geo and Point of Interest (POI): By city, country, region, postal code, etc.
  • Genre: News and talk, rock, top 40 hits, pop, jazz, etc.
  • Time of Day: Time of day/week, daily, weekly, custom.
  • POI Past Events: Up to the last 20 days.
  • Publisher Type: On-demand, podcast, etc.

How to Craft Successful Digital Audio Ad Campaigns

To create a successful digital audio ad campaign that reaches and engages its targeted audience, marketers need to ensure they’re following these key steps.

Audience Targeting

Start by defining your target audience based on factors such as demographics, interests, listening habits, and behaviors. Use data analytics tools provided by digital audio platforms and your partners to identify the specific audience segments most likely to be interested in your product or service. This step is crucial for ensuring your ad reaches the listeners most likely to engage with your brand.

Ad Format Selection

Choose the right ad format based on your campaign goals and audience. There are a lot of options available in digital audio advertising, so be sure to understand your campaign goals and select formats that align. Beyond basic pre-, mid-, and post-roll audio ads, innovative creative format options to consider include:

  • Second screen: Retarget users exposed to the audio ad on display or social.
  • Dynamic creative: Tailor your creative based on multiple data points including location, context, time of day, etc.
  • “Shake me” ads: Certain partners enable interactive ad formats. AdsWizz, for example, enables brands to insert a call-to-action directly into an audio spot to directly interact with the listener.
  • Symphonic ads: Dynamically update the background of audio ads to match a music genre.
  • Sequential messaging: Use different ads, placed sequentially in different ad breaks, for effective storytelling.
  • Audio and display: Add a companion banner and show it while the audio ad is playing.

By taking advantage of innovative and interactive formats, advertisers can directly engage users and shift their digital audio campaigns from top-of-funnel awareness plays to lower-funnel performance initiatives.

Creative Messaging

Develop your ad’s creative content, focusing on crafting a compelling message that resonates with your audience. Ensure the tone, style, and content align with your brand and appeal to the listeners. Audio ads should be engaging and memorable, using clear and concise language, and, if possible, incorporate elements like music or sound effects to enhance the ad’s appeal.

Budget Allocation

Set a budget for your campaign based on your marketing objectives and the scale of your target audience. Consider factors like the length of the campaign, ad frequency, and selected platforms. Many digital audio platforms offer programmatic buying options, which can help optimize your spending based on real-time performance data.

Measurement

Finally, measure the effectiveness of your campaign using metrics such as reach, impressions, engagement rates, and conversion rates. Most digital audio platforms provide analytics tools to track these metrics, allowing you to assess the ROI of your campaign. Use this data to make informed decisions about future campaigns and optimize your strategy for better results.

Overcoming Challenges in Digital Audio Advertising

Digital audio advertising can be highly effective, but it does come with its own set of challenges. Here are a few common ones, along with ways that marketers can overcome them:

Buying Digital Audio Across Fragmented Platforms

Purchasing digital audio ads can be challenging due to the wide range of platforms, each with its own formats, audiences, and pricing structures. Advertisers might want to consider programmatic audio buying platforms that allow for centralized purchasing across multiple platforms. These platforms can simplify the process, offering tools for comparing rates, formats, and audience demographics in one place. Additionally, working with a media buying agency experienced in digital audio can provide access to a broader range of platforms and insights into effective placement strategies.

Ad-Skipping

Listeners may skip ads or tune out during ad breaks, reducing the effectiveness of the campaign. To combat this challenge, brands should strive to create engaging and relevant content that resonates with the audience. You might also want to consider using shorter ad formats to maintain listener attention or interactive ads that can also encourage listener engagement.

Measuring Campaign Performance

The audio-only nature of digital audio advertising can make it challenging to track user engagement and conversions directly attributed to the ad. To combat this challenge, brands can implement tracking methods like unique promo codes, dedicated landing pages, or call-to-action URLs specific to each campaign for more accurate measurement of listener responses. They can also use integrated analytics tools provided by digital audio platforms to track metrics such as listen-through rates, engagement, and impressions. Brands might also want to conduct brand lift studies to assess the impact of the campaign on brand awareness and perception.

What Is the Future of Paid Digital Audio Advertising?

Emerging trends and advances in digital audio advertising are shaping the way that marketers approach this growing channel. Here are three notable areas to watch:

Voice Activation

With the rising popularity of smart speakers and voice-activated devices, voice activation in digital audio advertising is gaining momentum. Advertisers are now exploring ways to create interactive ads that listeners can engage with using voice commands. This trend opens up new possibilities for personalization and engagement, allowing listeners to respond to ads, ask for more information, or even make purchases through voice commands.

Programmatic Audio

Programmatic audio is transforming the way audio ads are bought and placed, offering more efficiency and precision. By leveraging data and automation, programmatic audio allows advertisers to target specific audience segments across various platforms and formats. This approach not only streamlines the ad buying process but also enhances targeting capabilities, ensuring that ads reach the most relevant listeners at the right time.

Immersive Audio Experiences

As technology advances, there’s an increasing focus on creating immersive audio experiences. Utilizing 3D audio and binaural sound, advertisers can create ads that are more engaging and memorable. This technology simulates a three-dimensional environment, making the listener feel as if they are inside the audio experience. This level of immersion can significantly increase the emotional impact of an ad, leading to higher engagement rates and brand recall.

Tools and Resources for Digital Audio Advertising

Beyond this guide, here are a few tools and resources to help with the planning, managing, and optimizing of digital audio ad campaigns:

Digilant: Your Partner for Advanced Audio Advertising

Are you ready to unlock the full power of digital audio advertising for your brand? We’re here to help. Let’s talk about what Digilant can do for you.

Back to Blog - by Otniel Calderon

Digital out-of-home (DOOH) advertising represents a powerful way for brands to reach their audiences at the most impactful moments in their day. Last year, U.S. ad spend in this channel climbed to an impressive $2.87 billion, and eMarketer expects DOOH to see continued double-digit spend growth through at least 2027.

DOOH advertising enables brands to find on-the-go consumers across digital out-of-home media from billboards, to salons and gyms, to taxis and gas stations, and everywhere in between. It represents a viable opportunity to increase a brand’s awareness and visibility—provided you understand and can navigate the landscape.

Let’s dig into the nuances of DOOH, including how it compares to traditional out-of-home (OOH) advertising, as well as its many manifestations, benefits, and best practices.

What Is DOOH Advertising?

DOOH advertising involves the use of digital displays to present ads in various public spaces. The channel encompasses a variety of digital formats, including digital billboards, transit displays, and screens in high-traffic areas like malls, doctor’s offices, or office buildings.

The transition from traditional Out-of-Home to DOOH represents a significant shift in the advertising world. While traditional OOH has been predominantly static, offering a one-size-fits-all approach, DOOH introduces a dynamic element to outdoor advertising. This evolution signifies not just a change in the medium but also a transformation in approach, enabling brands to engage more interactively and effectively with their target audiences.

The rise of DOOH—and its continued rapid growth—is closely tied to advances in digital technology and data analytics. With recent technological strides, DOOH has become an increasingly popular choice for advertisers seeking to make a more significant impact in the public sphere. The flexibility and dynamic nature of DOOH allow for real-time content updates, audience targeting, and engagement tracking—aspects that have historically been nearly impossible with traditional static billboards.

What are the Differences Between OOH vs. DOOH Advertising

Let’s dive deeper into the differences between traditional OOH advertising and DOOH advertising.

Static vs. Dynamic Content

OOH advertising has typically been characterized by its static nature, through which billboards, posters, and other non-digital formats present the same message to all audiences. In contrast, DOOH advertising offers dynamic content that can change based on various triggers, such as time of day, weather conditions, and audience demographics. This dynamic content is not only more engaging but also allows for greater flexibility and targeting in advertising campaigns.

Imagine a billboard in a busy city center: A traditional OOH billboard might display a fixed advertisement for a new smartphone, visible to all passersby but not necessarily relevant to each individual. In contrast, a DOOH billboard in the same location could rotate through different ads throughout the day, perhaps showing a coffee advertisement in the morning rush hour, a lunch deal around noon, and a movie trailer in the evening. This flexibility allows the DOOH billboard to stay relevant and engaging for diverse sets audiences throughout the day.

Targeting Capabilities

Another key distinction between traditional OOH and DOOH advertising lies in their targeting capabilities. Traditional OOH advertising offers limited targeting options, with ads being placed in locations where they’re likely to be seen by a large number of people. In other words, it’s a mass-market play, casting a wide net with the hope of reaching a relevant subset of the audience.

In contrast, DOOH advertising leverages digital technology and data analytics to offer targeted and personalized advertising experiences. DOOH platforms can use real-time data, audience demographics, and even individual viewer behaviors to display ads that are specifically tailored to the audience present at any given moment. This level of targeting means that DOOH ads can be much more relevant, engaging, and effective in reaching the intended consumer group.

Measurement and Analytics

Another critical aspect that distinguishes OOH and DOOH advertising is the capability for measurement and analytics. Traditional OOH advertising, such as billboards, bus stop posters, and other static formats, primarily relies on estimated metrics for measurement. The typical approach includes calculating potential impressions based on the location’s traffic or footfall. However, these estimates do not offer deep insights into audience engagement or interaction with the ad.

In contrast, DOOH advertising can offer more advanced measurement and analytics capabilities. Using its digital backbone technology, DOOH platforms can track actual engagement metrics, such as the number of viewers, dwell time, and even audience demographics, all in a privacy-safe way. This data-driven approach allows advertisers to understand not only how many people might have seen the ad but also how they interacted with it.

Types of DOOH Advertising

One of the most exciting—albeit, complex—parts of DOOH advertising is the vast array of formats and placements that are available to support a campaign. Here’s a snapshot of some of the most popular:

Digital Billboards

Digital billboards are perhaps the most recognizable form of DOOH advertising. Positioned in high-traffic areas such as highways, city centers, and busy streets, these billboards offer high visibility and the flexibility to rotate through multiple advertisements.

For example, on a busy city street, a digital billboard would be capable of displaying a rotating series of ads from an advertiser. In the morning, a nearby restaurant could show a breakfast special at a nearby café. By midday, it could switch to advertising a lunch offer. In the evening, it might switch to promote that evening’s dinner special and cocktail pairing. This ability to change content ensures that the advertiser’s use of the billboard remains relevant and engaging throughout the day.

Transit Advertising

Transit digital screens are in the heart of high-traffic metropolitan areas where other forms of out-of-home coverage might be limited or unavailable, such as bus shelters, train stations, and at street level. These displays provide an excellent opportunity to reach commuters and travelers with time-sensitive and location-specific information.

For example, inside a subway car, digital screens can display a mix of news updates, weather forecasts, and ads. An advertiser—such as a food or grocery delivery app—could choose to rotate its ads to reflect the destinations at a given stop. As the train approaches different stations, the ads can change to highlight local businesses near each stop that are available within the app. This targeted approach ensures that the content is relevant to the passengers’ current location and potential destination, while reminding passengers riding past multiple stops just how varied the app’s roster of participating businesses is.

Street Furniture

Street furniture in DOOH includes digital displays integrated into electric car charging networks, bus shelters, benches, kiosks, and other street-level structures. These displays often provide a dual function of offering useful information, such as maps and weather updates, alongside ads.

For example, a digital screen on a bus shelter might rotate through ads while also displaying real-time bus arrival information. The ads can be contextually relevant, featuring local restaurants, upcoming events, and special offers from nearby stores.

For example, a fashion brand might leverage the location awareness of the display by highlighting its nearby store and providing directions (“just two blocks west on Broadway!”). Alternatively, they could implement a QR code within the ad creative that drives users to an exclusive discount code. This unique creative allows the fashion brand to see how effectively their ad drives users to the store. By providing both valuable information and targeted advertisements, the display becomes a useful and engaging fixture for advertisers and bus riders alike.

Digital Screens in High-Traffic Destinations

Indoor spaces like malls, airports, and office buildings offer unique opportunities for DOOH advertising through digital screens and interactive kiosks. These displays can engage viewers with immersive and interactive content, often tailored to their immediate surroundings and needs.

For example, in a shopping mall, interactive digital kiosks might serve as way-finders, helping shoppers navigate the mall. These kiosks can also display ads for in-mall promotions, store deals, and upcoming mall events. As shoppers interact with the kiosk, the displayed ads can adjust to match their expressed interests, providing a more personalized advertising experience.

Other high-traffic destinations that lend themselves to DOOH advertising include:

  • Convenience stores
  • Wellness kiosks in retail locations
  • Taxis and rideshares
  • Doctors’ offices
  • Hotels
  • Gas stations
  • Liquor stores
  • Office buildings
  • Airports

4 Benefits of DOOH Advertising

One of the reasons that DOOH is on the upswing in advertising circles right now is because the benefits of DOOH advertising for brands have been well-demonstrated. Consider the following:

Here are four of the key advantages of incorporating DOOH advertising into a brand’s broader media mix:

1. Dynamic and Interactive Content

One of the most significant advantages of DOOH advertising is its ability to deliver dynamic and interactive content. This feature not only captures the attention of audiences more effectively but also allows for creative and engaging advertisements that can interact with viewers in real-time. The capabilities of these ads will only grow over time.

For example, consider a digital billboard equipped with a camera and facial recognition technology. While staying within the bounds of privacy-first practices, this billboard could analyze the demographics of the crowd and display ads tailored to the age, gender, or mood of the audience. For instance, if the billboard detects a group of young adults nearby, it might display an ad for a new video game or a local concert happening that weekend.

2. Targeted and Contextually Relevant Messaging

DOOH advertising excels in delivering targeted and contextually relevant messaging. By tapping into data analytics and audience insights, DOOH campaigns can tailor their content to the specific audience present at a given time and location, ensuring that the ads are relevant and resonant.

For example, a digital screen in a fitness center might display ads for health and wellness products during peak gym hours, targeting fitness enthusiasts. During off-peak hours, the screen could switch to displaying ads for relaxation and recovery products, catering to a different segment of gym-goers who prefer quieter hours for their workouts.

3. Real-Time Updates and Flexibility

The ability to update content in real-time is another key advantage of DOOH advertising. This flexibility allows advertisers to respond swiftly to changes in the environment or consumer behavior, making their campaigns more timely and relevant.

For example, digital billboards can react to current weather conditions. On a hot, sunny day, a local pharmacy chain might display ads for sunblock, sunglasses, or local beach events. If it starts to rain, the store could quickly switch to promoting umbrellas, indoor activities, or rain gear. This real-time adaptability ensures that the brand’s content stays relevant and responsive to the immediate needs and interests of the audience.

4. Improved Measurement and Analytics

DOOH also offers advanced capabilities in measurement and analytics. Unlike traditional OOH advertising, which often relies on estimated impressions, DOOH can provide more accurate and detailed data on audience engagement and ad performance.

For example, a digital transit ad equipped with sensors can track the number of people passing by and the amount of time they spend looking at the ad. This data allows advertisers to gauge the ad’s visibility and audience engagement levels, offering valuable insights for future campaign optimizations.

How to Craft Successful DOOH Advertising Campaigns

Creating effective DOOH campaigns requires a strategic blend of creativity, data insights, and an understanding of the medium’s capabilities. Here are the key steps to include in your process:

Define Your Objectives

Begin by clearly defining what you want to achieve with your DOOH campaign’s objective. Whether it’s increasing brand awareness, promoting a new product, driving foot traffic, or boosting online engagement, having a clear objective will guide your strategy and execution.

Understand Your Audience

Identify and understand your target audience. This includes their demographics, behaviors, interests, and the best times and places to reach them.

Choose the Right Locations

Select the most appropriate locations for your DOOH displays based on where your target audience is most likely to see them. Consider high-traffic areas, transit hubs, shopping malls, and other locations where your audience is frequently found.

Develop Creative Content

Design engaging and eye-catching content tailored to DOOH presentations. This could include dynamic visuals, interactive elements, or personalized messages based on the time of day or location.

Leverage Technology for Targeting

Use the advanced targeting capabilities of DOOH. This may involve displaying different content at different times of the day or using real-time data triggers (like weather conditions or social media trends).

Incorporate a Call to Action

Include a clear call to action (CTA) in your ads. This could be a prompt to visit a website, scan a QR code, visit a store, or participate in a social media campaign.

Measure and Analyze Performance

Use the measurement and analytics tools available with DOOH to track the performance of your campaign. This could include metrics such as viewer engagement, foot traffic, conversion rates, and overall reach.

Refine and Adjust

Based on the performance data, refine and adjust your campaign as needed. This could involve changing the content, adjusting the display times, or targeting different locations to improve the effectiveness of the campaign.

Integrate with Other Channels

For maximum impact, integrate your DOOH campaign with other marketing channels. This could include display campaigns, social media, or television commercials to create a cohesive and multi-dimensional marketing approach.

In following the above process, be sure to keep these best practices for DOOH in mind:

  • Use Dynamic Content: Keeping your DOOH content fresh and dynamic to maintain audience interest. Regularly updating the ad content to reflect current events, promotions, or time-sensitive information can keep the ad relevant and engaging.
  • Employ Targeted Advertising: Leverage data to target specific audience segments to ensure that the ads are seen by the most relevant viewers. Tailor the content based on demographics, location, and consumer behavior.
  • Leverage Analytics for Optimization: Continuously analyze the performance of DOOH ads and use the insights gained to optimize future campaigns.

DOOH advertising represents a versatile and powerful way for brands to engage with audiences in the physical world. Its dynamic, targeted, and measurable nature makes it an essential component of a modern marketer’s toolkit. With its ability to deliver impactful and interactive content, DOOH offers a unique opportunity to capture audience attention and create memorable brand experiences.

For brands and agencies looking to navigate the complexities and opportunities of DOOH advertising, partnering with experts in the field is key. At Digilant, we provide advertisers with the insights and support needed to leverage the full potential of DOOH advertising. Let’s talk about what Digilant can do for you.

Back to Blog - by Kyle Malone

No matter how many times Google delays the deprecation of third-party cookies on Chrome, today’s marketers cannot ignore the urgent need to get their data strategies in order for a privacy-first digital landscape. Going forward, brands and agencies are going to be held to a higher standard in terms of how they collect, manage, and leverage data for the purposes of personalizing marketing and finding new customers.

In a cookieless world, the process of first-party data onboarding will take on greater importance than ever. In this guide, you’ll get a complete overview of first-party data onboarding: what it is, why it’s important, its benefits, and how you can incorporate it into your larger marketing strategy.

Table of Contents

What Is First-Party Data?

First-party data (often abbreviated as 1PD) refers to the information that a company collects directly from its customers, website visitors, or users. This data is gathered through interactions such as purchases, subscriptions, website visits, and social media engagement that occur directly between the company and the consumer. Unlike second-party or third-party data, first-party data is owned and controlled by the organization that collected it, making it a valuable asset for businesses. It includes details like customer behavior, preferences, purchase history, and demographic information.

Examples of First-Party Data

First-party data is defined by the way it is gathered rather than the information itself, meaning it can take a variety of forms. Some of the most common examples of first-party data include:

  • Demographic Information: Age, gender, income level, education, and occupation.
  • Geographic Information: Location data such as city, state, country, or even more precise GPS data.
  • Behavioral Data: User interactions on websites or apps, including pages visited, time spent on pages, and actions taken (like clicks and conversions).
  • Transaction Data: Purchase history, amounts spent, frequency of purchases, and product preferences.
  • Device Data: Information about the devices used to access services, such as mobile phones, tablets, or desktop computers, including device type, operating system, and browser type.
  • Social Media Engagement: Likes, shares, comments, and direct interactions with brand posts.
  • Customer Feedback: Data collected through surveys, feedback forms, and customer service interactions.
  • Email Engagement: Open rates, click-through rates, and interaction times from emails sent to customers.
  • Loyalty Program Data: Participation details, points earned, and redemption behavior.
  • Subscription Data: Information from newsletter sign-ups or other subscription services, including start dates, preferences, and opt-in details.

What Is First-Party Data Onboarding?

Data onboarding is the process of transferring offline data to an online environment for marketing purposes and further analysis. This has historically involved matching offline customer records, like those collected in-store or via phone, with online identifiers such as cookies or mobile IDs. The goal is to create a comprehensive digital profile that can be used for more targeted and effective digital advertising and customer relationship management.

When speaking specifically to first-party data onboarding, this refers to the process where a company takes its own collected offline data—such as customer names, email addresses, and transaction histories—and integrates it into digital marketing platforms. This allows the business to leverage its first-party data in online environments, enabling personalized marketing campaigns across the web and enhancing customer experiences.

How Does First-Party Data Onboarding Work?

First-party data onboarding typically involves several key steps. While the precise process might vary by onboarding platform, here’s an overview of the process:

  1. Data Collection: Businesses collect first-party data directly from their customers through various channels, such as physical stores, call centers, websites, apps, and customer surveys. This data may include personal information, transaction details, and behavioral insights.
  2. Data Preparation: Before uploading the data to an onboarding platform, it needs to be cleaned and formatted correctly. This involves removing any inaccuracies, duplications, and incomplete records to ensure the data quality is high.
  3. Uploading to the Onboarding Platform: The cleaned data is uploaded to the data onboarding platform. Platforms that prioritize privacy will ensure that this data is encrypted and securely transferred. To protect customer privacy, personally identifiable information (PII) such as names and email addresses are converted into hashed IDs, transforming the original data into a unique string of characters that cannot be reversed to reveal the original information. This step is crucial for maintaining privacy.
  4. Matching: The onboarding platform uses algorithms to match the hashed offline data with online identifiers (like cookies, mobile device IDs, alternative identifiers, etc.). This matching is typically done using privacy-safe methods to ensure that no personally identifiable information is exposed.
  5. Activation: Once matched, the now-online data can be used across digital marketing platforms to create targeted advertising campaigns, personalized customer experiences, and more efficient customer relationship management strategies.

Choosing a secure and privacy-compliant onboarding platform is essential to ensuring that the data transformation process adheres to legal standards and ethical practices, safeguarding customer information from misuse and breaches.

What Is Identity Resolution?

Identity resolution, a topic that often comes up in the context of first-party data onboarding, refers to the process used in marketing and data management to consolidate multiple identifiers across devices and platforms into a single, cohesive profile of an individual customer. This is done by collecting various data points from different sources and devices—like email addresses, device IDs, social media profiles, and online behavior—and linking them together using various algorithms and data science techniques. The outcome is a unified view of a customer that reflects all their interactions with a brand, providing a comprehensive understanding of their behavior and preferences.

Identity resolution is an important part of first-party data onboarding, which aims to integrate all offline and online data to create a full picture of customer identity. The core of identity resolution lies in the data-matching process.

During onboarding, the platform uses the prepared offline data to match it against online identifiers (like cookies, mobile ad IDs, and a growing array of alternative identifiers). This matching process is where identity resolution technologies come into play, as they must accurately connect multiple identifiers to a single user profile, regardless of the source or device. Once matching is complete, the unified data creates comprehensive profiles that represent each customer’s interactions across all touchpoints.

Why Does Identity Resolution Matter?

Identity resolution plays a crucial role in multiple aspects of business, marketing, and data security, including the following.

  • It helps personalize messages across channels: By accurately identifying users across multiple platforms, companies can deliver consistent and personalized messaging to improve customer relationships and more effectively woo prospects.
  • It creates better data for decision-making: Reliable identity resolution consolidates user activities and behaviors into a single profile, providing high-quality data that supports more informed and effective business decisions.
  • It improves security by making it easier to identify fraudulent users: By verifying and tracking identities across systems, identity resolution helps in detecting anomalies and preventing unauthorized access, thereby reducing the risk of fraud.
  • It enhances customer experience: Identity resolution ensures that users receive a seamless and continuous experience across different services and touchpoints, which can lead to higher customer loyalty and retention.
  • It facilitates better analytics and insights: Integrating identities across various platforms and devices leads to richer datasets, enabling deeper analysis and more precise insights into user behavior and preferences.

Protecting Your First-Party Data Through Encryption and Authentication

The value of data—particularly first-party data—cannot be overstated. Some have even likened it to the “new oil of the digital economy.” For that reason, brands must ensure they’re not taking this asset for granted and are doing everything possible to protect it. That means employing strong processes and tools for encryption and authentication.

What Is Encryption?

Encryption refers to the process of converting sensitive information collected directly from customers into a secure format that only authorized parties can access. This ensures that even if the data is intercepted or accessed without permission, it remains unreadable and protected. By using encryption, businesses safeguard their customers’ privacy, comply with data protection regulations, and maintain trust by preventing unauthorized data breaches.

What Is Authentication?

Along the same lines, authentication is the process of verifying the identity of a user before granting access to sensitive information. This ensures that the person attempting to access the data is who they claim to be, protecting against unauthorized access and potential data breaches.

How Do You Use Encryption and Authentication for First-Party Data?

Together, encryption and authentication form a robust security framework that preserves the integrity and confidentiality of first-party data, ensuring compliance with data protection regulations and maintaining customer trust.

Encryption involves encoding the data so that it can only be accessed or deciphered by someone with the proper decryption key, typically only those within the organization who need it to perform their job duties. For instance, a business might encrypt customer data such as personal details, transaction histories, and browsing behaviors before storing it in their databases. This not only secures the data at rest but also when it’s transmitted over networks, preventing unauthorized access during data breaches or intercepts.

On the other hand, authentication is used to ensure that only authorized users can access this encrypted data. When a user or an employee attempts to access the system, they must prove their identity through various methods like passwords, biometrics (e.g., fingerprint or facial recognition), or multi-factor authentication, which might include a combination of something they know (a password), something they have (a smartphone or security token), and something they are (a biometric feature). This layer of security verifies the identity of users before they can interact with sensitive first-party data, effectively minimizing the risk of unauthorized data exploitation.

How Do You Create a First-Party Data Strategy?

A strong first-party data strategy will look a lot different than a strategy built on third-party data. As organizations look to improve their approaches to first-party data, here are some key steps and tips to keep in mind.

How to Build and Improve First-Party Data

If you’re looking to build or improve your organization’s first-party data, you’ll want to focus on the following key steps.

  • Implement user-friendly data collection methods: Optimize your website and apps to make data submission as intuitive and seamless as possible for users.
  • Enhance data quality with validation tools: Use automatic validation to ensure the accuracy and completeness of the data collected from users.
  • Offer value and incentives for data sharing: Encourage customers to share their information by providing value in return, such as exclusive content, discounts, or membership perks.
  • Look for new opportunities: Above all, advertisers must prioritize the collection of first-party data when planning. Whether through gated content, lead-gen forms, newsletter subscriptions, incentives, surveys, or engagement-based creative, always be looking for new ways in which your brand can acquire deeper customer data and insights.

Activating First-Party Data

Activating first-party data across marketing channels such as display advertising, connected TV (CTV), social media, and others requires a strategic approach to ensure that the data is used effectively to enhance engagement and optimize campaign performance. The first step is to integrate this data into a centralized marketing platform or a customer data platform (CDP). This allows for the aggregation of diverse data sources, providing a unified customer view that can inform targeted marketing strategies.

Once the data is centralized, the next step is to leverage automation and machine learning tools to segment this data effectively and craft tailored messages for each segment. For instance, in social media marketing, first-party data can be used to customize content, offers, and messages that resonate with individual user preferences and behaviors. Furthermore, lookalike modeling can be applied to expand reach on platforms like Facebook and Instagram by targeting new users who share characteristics with existing customers.

Best Practices for First-Party Data

Finally, here are some best practices for maintaining first-party data effectively:

  • Regularly refresh the data: Ensure that your first-party data is current by routinely revisiting and refreshing the information to keep it relevant.
  • Segment the data effectively: Analyze and divide your data into meaningful segments—such as new customers, loyal customers, and lapsed customers—to tailor marketing efforts and increase engagement specific to each group.
  • Enforce strict data quality controls: Implement processes to clean and validate data regularly to avoid errors and ensure accuracy.
  • Ensure data privacy compliance: Stay compliant with data protection regulations (like GDPR or CCPA) by continuously monitoring and updating your data handling practices.
  • Leverage technology for better data management: Use advanced data management tools and platforms to automate data collection, integration, and analysis, enhancing efficiency and reducing the likelihood of human error.

Do you have questions about the importance of first-party data onboarding for your brand? We’re here to help. Let’s talk about what Digilant can do for you.