4 Reaons Display Digital Advertising is (still) Effective

Collaboration with Brenna Betsch, Strategist Planning and Insights, and Addy Osborne, Senior Strategist, Planning & Insights

In the world of digital advertising, it’s easy to get caught up in the latest and greatest – what’s new, trendy, and making a splash. And while these new ad formats, channels, and targeting capabilities contribute to the advancement of digital advertising, it’s essential not to overlook the tried and true digital advertising methods, such as simple (but effective) display ads. 

Although this format may seem plain compared to the unique creative ad formats we see today, there are many great benefits of display digital advertising. It evolved far beyond its initial start in the digital advertising world and is now effective across the entire omnichannel customer journey. So let’s dive into why digital display advertising is still alive and well and how it adds value to your media mix!

What is Display Digital Advertising?

Display digital advertising uses images, text, and/or video combined with a link to your website, pointing consumers to learn more about your products or services. They come in various sizes and formats, including static with an image or dynamic with videos, multiple images, or other flashy elements, and served across websites, apps, and social media to an engaged or targetable audience. Traditionally these ads have been used for brand awareness campaigns and incentive site visitors and purchases. 

*A banner ad, a form of display digital advertising, solely refers to the size of the ad (traditionally 468×68). 

4 Ways Display Digital Advertising Adds Value to a Digital Marketing Strategy

1. Build Brand Awareness and Visibility to Support your Bottom Line

It will come as no surprise that eMarketer found sales/revenue to be the leading marketing KPI (key performance indicator) for brand marketers in 2020. 

It is important to remember that driving sales doesn’t come easily or without the works of many factors doing their part to achieve this overall goal. Engagement, conversions, impression, reach, brand awareness, and traffic are all significant contributing factors that work to drive overall sales and revenue.

In 2020, advertisers agreed that display ads were in the top four for most essential channels for accomplishing their goals (falling only behind video, search, and social). 

Whether high impact or standard, display banners drive a high volume of impressions and engagements, which keeps your brand top of mind with consumers. In turn, they drive sales and revenue making them a vital channel for accomplishing goals. 

See for yourself! Below we’ve outlined how a display digital advertising strategy can be used in different ways and with unique formats across the various stages of the customer journey to keep your brand top of mind.

2. Low(er) Cost of Entry 

In comparison to other digital advertising channels, it’s relatively inexpensive to get started with display advertising. With just an image and text, you can get started raising brand awareness and driving site visitors. 

In addition to the low production cost, the pricing structure for display ads is usually flexible and lower. Standard pricing metrics that define success for a campaign include: 

  • Cost per metric (CPM)
  • Cost per click (CPC)
  • click-through rate (CTR)

This chart to the right helps to show that all of these metrics remain both effective and efficient for programmatic campaigns throughout the past decade. The average Display CTR has grown by 40% from 2012 to 2018, while mobile has increased by nearly 91%.

Because of the low cost of entry to get started with display ads, it’s a great tactic to add to your other marketing effort to continue to drive your brand’s message to consumers as they search and browse across different channels. 

Alternatively, if you already have a presence on social media, we can use our social to display solution to lower the entry lift even more. Social display ads are authentic recreations of social media posts configured to deliver in traditional banner placements. These ads combine this great content that comes with social posts with the efficiencies and scale of programmatic. 

3. Reach Consumer on the Go: Mobile Friendly Ads to Reach Mobile-First Consumers

Since 2020, overall time spent consuming media has dropped slightly. Despite this drop, digital media consumption continues to grow. As you can see in the chart to the right, digital, and specifically mobile, has the highest amount of time consumers spend consuming media. Every day, the average consumer spends nearly 4.5 hours on their mobile device, accounting for ⅓ of all media consumption.

Interestingly, as consumers spend more time on their phones, they aren’t implementing the ad-blocking technology we see them use on their desktop devices. 60% of consumers ages 18-24 use adblocking on their desktop, while only 18% of them use these features on a mobile device. Ultimately, this means for advertisers is not a loss of money but rather a loss of supply. 

That said, you’re still able to reach these users through existing channels, like mobile display, and DSPs as some users opt into acceptable ads determined by acceptableads.com. With platform-agnostic capabilities, you can pivot campaigns seamlessly between DSPs to find the best inventory for every campaign individually. 

As advertisers think about how to reach digital consumers, mobile is an essential channel to include. Programmatic digital display gives advertisers the chance to reach these consumers more so than any other media channel. 

4. Keep the Conversation Moving: Target and then Retarget Consumers

As mentioned above, digital display advertising isn’t a new or shiny ad format – it’s been a staple of digital advertising for over 25 years. However, what does continue to evolve and improve are the targeting capabilities for reaching your audience. 

Audience insights and data are used for programmatic display ads to best reach your desired audience with where they are currently at in the customer journey. 1st party and 3rd party data are used to match your brand’s parameters across behavioral targeting, contextual targeting, site targeting, lookalike targeting, etc.

Then, with effective optimizations, display ads can be used for retargeting your consumers across the customer journey. Engage with customers who were most interested in your ads – maybe they clicked but didn’t convert or visited your site but didn’t make a purchase – across other channels with a display ad to keep the consumer interested and moving down the funnel. 

Getting Started with (or increasing use of) Display Digital Advertising

Display advertising is a powerful tool and when used in conjunction with other marketing efforts, it will boost your brand’s overall marketing effectiveness. Whether using this format for brand awareness or to retarget consumers who visited your site, display advertising is a smart tactic to use to reach your target audience as they move across devices and through the customer journey. So, whether you’re new to display advertising or you’re looking to increase your use, it’s a good time to start allocating more media budget this way.

Display Digital Advertising with Digilant

Digilant is your own stop shop for all things digital advertising, programmatic display ads included. We pride ourselves on data-backed decision making which means we work hard to uncover audience insights and optimize throughout entire campaigns to ensure the best possible target audience is reached. With all your digital advertising under one roof, we’re able to quickly move and shift efforts towards channels and audiences that are seeing the best results. Interested in learning more about Digilant’s integrated digital advertising capabilities? We’re eager to talk! Contact us today.

Digital Advertising Tactics Guide for Travel Marketers

The travel category is commoditized and highly competitive, with aggressive marketers for brands, OTAs, and third-party booking sites spending hundreds of millions of dollars in media.

Brands like Trivago, JetBlue, and Hyatt are spending as much as $65 million a year in advertising. eMarketer reports that in 2019 travel marketers are expected to spend over $10 Billion across digital channels alone. Travel brands focus heavily on the category’s transactional dimensions — price, reviews, loyalty perks — leaving no white space for brands who can’t or don’t want to outspend the competition.

So how can travel brands cut through the clutter in a category where you can’t simply buy your way to success? Our approach is to help travel brands connect with customers begins with a proven formula that combines a data-driven planning discipline with flawless execution across programmatic, search, social, and beyond.

The following is a guide to must-try digital advertising tactics to help you strengthen your brand’s customer engagement and acquisition in today’s ever-more-competitive travel landscape.

​​CRM and Look-a-Like Audience Targeting 

Onboard first-party CRM  data to target and customize ads to travelers and utilize Look-a-Like (LAL)  targeting to find new  prospects that look and behave more like your most valuable customers (using CRM data and/or pixel data).

Benefits

  • Personalized advertising experience – Customize ads using real-time  behavior and data points drives over 50% higher  engagement.
  • Higher engagement – Send users to the right pages  and actions by pinpointing  user intent helps boost engagement and conversions.
  • Uncover new customers – Extend reach and increase performance with “look-a-  like” audiences.

Location-Based Targeting

Create custom location-based audiences by setting a specific radius that can be targeted on display or mobile devices. This gives marketers the ability to target people who are currently at or have previously traveled to a specific destination.

Benefits

  • Connect with consumers  throughout the customer journey – Use custom geo-fences to  target consumers before they  arrive at a location, while they’re at a location, and after  they leave a location
  • Convert impulse buyers – Location-based targeting removes barriers to sales. When a prospect is physically close to your location, you have a much better chance of persuading them to purchase from you.
  • Outsmart the competition – Utilize location data to identify consumers who have previously traveled to a similar resort, hotel, or city to pursued them to book with you for their next trip.

Adaptive Segmentation

Develop custom segments based on observed behaviors to reach the most qualified audience segment(s). Segment consumers who have visited your booking site(s) multiple times, and/or abandoned the booking cart to reach mid and bottom-funnel prospective customers. In a similar way, you can segment consumers who have clicked on ads but have not yet converted.

Benefits

  • Create precise audiences – Define and size granular segments using historical data.
  • Be there when it counts – Activate audiences quickly and benefit from audience real-time updates as your consumers interact with your brand.
  • Make smarter decisions- Fuel campaigns with customer  insights and with campaign performance data to optimize performance.

Site Retargeting

Use pixel-based retargeting to reach consumers who have previously visited or engaged with your website, researched booking, and/or requested information as they’re continuing their travel planning.

Benefits

  • Engage lower funnel consumers – Reach and convert previous site visitors and shopping cart abandoners.
  • Improve cost-effectiveness – With retargeting, you are reaching consumers who have already been to your website at least once, and are that much closer to taking action.
  • Drive brand awarenessPromote brand familiarity and trust by keeping your brand in front of consumers who have previously engaged with your brand.

Behavioral Targeting

Leverage web search, purchase history, mobile app ownership, and web visit data to create deliver brand messaging to consumers who have shown the most interest in your brand.

Benefits

  • Convert more – Customizing ads using real-time behavior and data points drives over 50% higher engagement.
  • Drive higher engagement – Sending users to the right pages and actions by pinpointing user intent helps boost conversions by 6X.
  • Help uncover new customers – Identifying ”behave-a-likes”  helps to increase performance lift over 150%.

Private Marketplace Advertising

As the focus on the quality of ad placement rises, PMPs have become more desirable. PMPs give advertisers access to inventory before it becomes available in the open marketplace. Advertisers can partner directly with publishers to create a program that meets their exact needs,  without forgoing the power of programmatic.

Benefits 

  • Increased control – Negotiate CPMs and buy a  specific type or amount of impressions across a pre-defined set of publishers.
  • More safeguards – Pick and choose publishers that meet our brand safety and contextual guidelines.
  • Better efficiency – Reach your audience across publishers that have driven proven ROI.

Dynamic Creative Optimization 

Dynamic creative optimization (DCO) is a  technology that creates personalized ads based on data about the viewer at the moment of ad serving. Because the creative is continually tested it often outperforms static display ads.

Benefits

  • Dynamic content – Feature top-selling offers and personalize content based on geographic location and weather data.
  • A/B testing – Dynamic Creative allows necessary creative testing and revamping in ways that  traditional A/B testing cannot deliver.
  • Creative process efficiency – The creative process is much more efficient with DCO build technology.

Paid Search Broad Match

Broad Match is the keyword match type that allows you to reach the widest audience via search. When using Broad Match, your ads are eligible to appear whenever a user searches any word in your key phrase, in any order.

Benefits

  • Keyword discovery – Broad Match keywords help you find new keywords to add to your campaigns. In particular, Broad Match can inform Exact Match keywords when you are first starting out.
  • Cost savings – Broad Match will optimize campaigns to avoid wasted ad spend. Non- or low-performing keywords will be paused so that you can focus your time and budget on the keywords that are performing.
  • Amplify other digital efforts – Capture mid and bottom-funnel  consumers who have been
    warmed up programmatic,  social, and more in the moments  they are most likely to convert.

The Path Forward

As noted above, a successful digital advertising strategy for travel brands requires much more than a single execution tactic. You need a thorough strategy – a set goal, and a plan to achieve it. For travel marketing, that means getting creative  with data solutions by looking beyond out-of-the-box audience segments, marrying tactics that complement each other and selecting partners that understand your business.

Another critical component is knowing which tactics are working and which aren’t. Finding the best mix of digital tactics can be overwhelming and it may mean you need to rethink how you are reaching travelers online. The good news: digital marketing reporting tools and attribution models make it easy to get a  clear measure of marketing effectiveness tactic by tactic and campaign by campaign. Digilant can help. Contact us today!

How Paid Social Can Complement Programmatic Display

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 delegate 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.

Driving Brand Awareness With Your Programmatic Digital Advertising Campaigns

Building a successful brand takes hard work, strategy, and tools to enhance awareness. With the digital landscape continuously evolving, utilizing the power of advertising in this space makes sense. Today’s consumers are online most of the time, relying on these channels to learn and buy. If your brand strategy doesn’t have a digital brand awareness component, you won’t get very far. Programmatic for branding is a smart strategy for building brand awareness.

What is programmatic for branding advertising?

It’s a form of advertising where ads are automated. In fact, programmatic advertising is the preferred choice in the online space. This allows brands to offer a more personalized experience across all the devices they use. Marketing strategies are more targeted with interactive ads and engagement at higher levels to reinforce messaging.

How can brands capitalize on programmatic for branding and reach their key customers? Here are a few ways to effectively drive awareness:

Cross-channel marketing strategies

You never know where your ideal customer is until you start implementing different strategies to find them. Your goal is to find those customers across every platform, channel, device, and system to deliver experiences that connect, engage, and convert. The data you gather will help determine which ones work best for your brand. Consider the way people consume information. Mobile device outreach should also be an integral part of your overall strategy.

This is also known as omnichannel and multichannel marketing. Why is this important? You want to offer your customers a seamless, integrated experience so they can move effortlessly through the customer journey no matter what platform they are on. Everything should be coordinated among departments to offer insight into what customers want and need. Use your data effectively. Behaviors, how they browse, how they react to certain ads, where and when they purchase, and if they engage in other ways can make a huge difference in pinpointing the brand awareness strategies that work.

Be creative

The more you exercise your creativity, the better your chances are of standing out among the crowd. First impressions are lasting ones, and you want to make sure your potential customers remember you from the initial introduction. There are different advertising formats you can use to show your creativity, share the story of your brand, build an emotional connection, and foster trust.

Two types of ads that work well in programmatic for branding are display ads and banner ads. Banner ads help with brand awareness and can be retargeted to those who have already become exposed to your brand. Once you are ready to move past these two, there are additional options that require a bigger ad spend. Interactive banners, video ads, and other forms of digital advertising allow your audience to interact and engage with your brand.

Video is one of the most effective forms of advertising today, with consumers preferring to be entertained. Focusing on viewable content and those metrics is key. You’ll know which advertisements are being shown, which ones are being seen, and which ones are most effective.

Use data

Data drives results. If you’re just putting ads out there and haven’t mastered the art of analytics, you’re wasting money. Brands that focus on the numbers are successful because they have learned what keeps their customers engaged.

What types of data should be considered?

Demographics, psychographics, and geographics to start. Once you know where these customers are, it’s time to look at their behaviors and the time of day when they are looking at your brand. How close are these customers? Are they local or can only shop online? What do they prefer? In-store or via an online platform?

The beauty of programmatic advertising is that you can track everything happening in real-time. That provides an opportunity to quickly change an ad that’s underperforming with one that gets more traction. You should be looking at the amount of traffic, how many views, click-through rate, and overall engagement to get a big picture analysis of the types of audiences you have and what they respond to.

By using these analytics, you’ll be able to have more effective campaigns that reach the right audiences at the right time on the right platform. Once you have this information, you’ll be able to funnel your ad spending to the right channels.

The overall goal is to know your customers well enough to utilize the power of programmatic for branding strategies effectively. This can seem overwhelming if you don’t know where to begin. These tactics, along with using different options for media buying all work together for optimal results. Programmatic advertising not only helps funnel your advertising to the right channels, but it helps minimize the risk of your advertisement being placed in the wrong environment.

Significantly different than paid search, programmatic puts your placements in front of people that don’t know your brand but probably want to. The best thing you can do when driving brand awareness is to create data-based ads that are relevant from the start. With the shift toward programmatic advertising growing, it is crucial for brands to understand and embrace this concept.

Not knowing or understanding how to move forward in programmatic for branding can be confusing. Having a knowledgeable team on your side who can help navigate your brand awareness strategy, pinpoint your target audiences, and get your ads in front of the right people results in a great return on your investment. Working with a partner like Digilant can help you develop a strong programmatic branding strategy while focusing on additional elements of your brand.

For more information on how Digilant can assist in setting your brand awareness strategy for success, contact us today.

 

ICYMI: Google Delays Cookie Removal to Late 2023 – Digilant’s Response

ICYMI: Google Delays Cookie Removal to Late 2023 – Digilant’s response

While the digital advertising industry at large will sleep well tonight, knowing that our time with third-party cookies isn’t up just yet, we don’t expect advertisers will be standing by for long. The delay is just that, a delay – in large part to combat recent scrutiny over FLOC and to ensure industry stakeholders are well prepared for the demise of cookies.

In the next two years, advertisers will undoubtedly continue to get their fill of third-party cookies. Still, we’ll also start to see momentum around testing and learning for cookieless alternatives to identity and measurement – many of which Digilant has already invested in through our highly curated partnerships with companies like Google, MediaMath, The Trade Desk, LiveRamp, Facebook, and more.

We will continue to seek out and invest in solutions to ensure our clients are well prepared for a future without cookies. We will also continue to provide our clients with smart recommendations on what strategies are future-proofed for the long haul and what strategies will need to be adjusted to meet evolving industry changes.

Ultimately, we are hopeful that the culmination of Google’s delay and recent iOS changes will be new sets of advertising solutions and regulations that are beneficial to both advertisers and consumers.

Have a question about the recent Google news or the depreciation of third-party cookies in general? Feel free to reach out anytime. Contact us here.

Learn more about the depreciation of third-party cookies on our cookieless content hub here.

And, check out press coverage of our response across industry publishers…

Google delays phase-out of third-party cookies – industry response

by Gabby Fernie via Mobile Marketing

Google’s decision to delay the phase-out of third-party tracking cookies in its Chrome browser took the industry by surprise. Or did it? Read on to hear what Digilant’s CEO made of the news…

Read the full piece here.

20 Martech Leaders on What They Think About Google’s Decision to Continue Cookie Tracking

by Sudipto Ghosh via AIthority

Read the full piece here.

Using Desktop and Mobile Digital Advertising for Cross-Device Success

The number of mobile users engaging with brands continues to skyrocket, year after year. In 2020 alone, a 53% majority of shopping traffic came from mobile devices.

At the same time, no marketer should jump to write off desktop’s moment as being over. Considering all global e-commerce revenue as a whole, 56% of it came from desktop users who lean into the increased visual real estate, higher screen resolution, and more convenient navigation experience.

Many brands have already centered their advertising around desktop and now find themselves needing to add depth to their mobile digital advertising in order to get current with the times. This trend is being actively encouraged by major players like Google, who ha implemented mobile-first indexing and other pushes that prioritize a quick, well-designed mobile experience.

Below, we will highlight desktop advertising, mobile digital advertising, and cross-device advertising, as well as some actions you can take now to optimize your brand’s presence on each of these channels. Through our recommendations, we strive to highlight the advantages of desktop versus mobile, and what sorts of special measures you can test on each.

Every industry is different, and so everything from the exact audience breakdown by channel through the specific features to test will vary. Given that your brand likely wants to occupy a unique niche that differentiates it from competitors, and given how quickly digital marketing performance evolves, it is best to conduct strategic testing for your business. Remember, your priorities for testing and even the amount of resource spend you allocate towards testing can—and should—evolve with your business’ needs and resources, as well as any data findings you collect.

Mobile Digital Advertising: The Wunderkind

Market research across all industries continues to show that mobile digital advertising is where the most sharing happens. As a result, competition tends to focus on how each individual brand can include as close to perfectly curated or tailored content directly to users right when they engage with the brand.

There are features built into mobile that make it easier to achieve the delivery of such tailored content to captive audiences. Take, for example, the location services that most people enable on their mobile devices. With this functionality present, it is easier to implement geographic targeting that serves up customized results that are relevant to where an individual user is located. If “local” is in any way relevant to your business’ offerings, building out or souping up any associated pages and content around locations is one relatively simple way to boost your mobile presence.

Mobile advertising also shows distinct strengths for video advertising. Whereas on desktop, videos are often watched in windows alongside other tasks, on mobile the focus tends to be entirely on the media being played. Full attention allows for messaging to better reach consumers, and may make them feel more confident in their assessment of a brand and its products or services. Both this confidence as well as the particular convenience in sharing things via mobile makes it a particularly attractive advertising platform. Much of this convenience comes from how various social media platforms have designed very robust experiences on mobile apps.

Optimizing pages to load quickly and faithfully—for a seamless viewing and navigation experience—is another way to boost your mobile digital advertising. You can increase everything from visibility in search through user conversions, simply by providing a smoother user experience across mobile devices.

Desktop Experience: The OG of Digital Advertising

The desktop experience allows perhaps the most room for A/B testing, given the visual real estate at your—and your audience’s—disposal. You have the broadest range of options to test different versions of all of your site’s elements. You can test what headlines resonate best with your visitors, and then even carry this testing over into paid search or social media for further refinements. You also need to test how you broadcast this headline, including the imagery you choose to associate with it as well as generally defining what is “above the fold” on your site—which is usually first done on desktop, and then adapted to ensure it works on mobile as well.

CTAs represent a huge yet often overlooked opportunity for testing. Everything from the wording on the CTAs through the color chosen, the placement throughout pages and so forth is worth deliberate consideration. All of this testing should shed light on the needs of your target audience, and what resonates best with them.

Even if they have spent time researching and exploring brands on their mobile devices, many consumers prefer to complete their purchase on their desktop device. For some, desktop is simply what they are most comfortable with; for others, desktop offers a less cramped visual experience.

Cross-Device Success: The Holy Grail

Successful brand advertising across both desktop and mobile devices—also known as cross-device marketing—is widely considered to be best practice. Even users that tend to favor one platform over the other will still engage with both, and multiple studies have continued to show that repeated brand exposure across multiple settings drives successful messaging and, ultimately, conversions.

While it may sound straightforward, many businesses stop short of the most fundamental “first step” in cross-device success: knowing where their potential customers live. Most businesses are sitting on data, even just within their Google Analytics dashboard (no fancy apps or other tools required). What devices do users use? More importantly, how does the device breakdown vary with the different pages that users engage with? You are likely already examining the steps involved in your funnel. What pages—and user devices—are tied to each step in the funnel?

Even if you are strapped for resources, these insights can help you ensure that you are investing resources into creating better user experiences for the content, channels, and devices that your visitors are actually engaging with. Don’t spend your time preparing for possible audiences until you have devoted a significant amount of time optimizing for the audiences you do have.

Take this a step further and use heat mapping to see how users engage with elements on pages, and understand where there is room for improvement. For example, are visitors looking to click somewhere on a page where they currently cannot? If you place an important link there, you can drive traffic to your money pages. Is there critical content belonging to your brand that is currently going unseen? Once you learn about it, you find places to feature it more prominently.

You may also choose different directions for content development. Video is trendy even in SEO, but if a meaningful number of your site visitors are on mobile, now might be the time to invest more in creating meaningful video content. For desktop users, build a navigation scheme that makes sense; you can keep money pages top-of-mind for mobile users, but desktop users—with the monitor real estate to explore a bit more—could be nudged along a deeper dive into your products and services.

For every optimization idea you have, be sure to test it across both desktop and mobile experiences. We touched upon this when covering desktop advertising: while changes may be easier to test on desktop (as well as paid search and social), any selected changes should be fit for both.

Conclusion

Every advertiser wants to know which particular channel will be the golden ticket cure-all that their brand can ride to maximum success. The reality is that there is no single channel that guarantees success. Cross-device success requires that advertisers master both desktop and mobile advertising in ways that meet the precise needs of their target audience.

Partner with Digilant for Cross-Device Wins

If you are looking to win at omnichannel marketing, Digilant is the partner to choose. We think beyond just specific channels and in terms of the holistic brand experience. Work with us to learn what boundless advertising success across all devices really feels like.

Your Guide to a CPG Omnichannel Marketing Strategy

If you’re looking to drive measurable growth for CPG brands, you must have an effective CPG omnichannel marketing strategy. Consumers have gotten used to the notion of getting what they want and need online, but still want the same experiences they had when shopping in-store. Although things are getting somewhat back to normal, there is still an opportunity to cater to these types of customers without them losing interest in a great shopping experience from brands they love.

While some companies may have a siloed structure within their organizations and don’t have the resources or analytical know-how to integrate captured data to create a holistic, effective CPG omnichannel marketing strategy, understanding how this strategy is imperative to future success can make the difference between moving forward or being left behind.

What is Omnichannel Marketing?

Think about the brands providing a cohesive shopping experience for their customers, whether online or in-person. The same products and experiences are accessible to everyone, catering to every audience while empowering buyers. Customers are reached across a number of channels working together based on their buying cycle state.

The beauty of a CPG omnichannel marketing strategy is the granular way consumer buying patterns are identified to determine who is most likely to purchase based on the in-store or online experience.

What is an Omnichannel Strategy?

An omnichannel strategy delivers campaigns differently. It focuses on delivering content across the entire buyer’s journey, no matter where they are in the funnel. The brand is focused and strategic, providing the same voice on every platform regardless of the audience. Each channel used should build on the next, creating a strong presence of channels working together for the buyer.

Although different channels are used, traditional media should still be included. A good omnichannel strategy includes radio, OOH, digital, eBooks, brochures, flyers, packaging, and other tactics.

CPG and Omnichannel Marketing

Consumer Packaged Goods (CPG) can really thrive in the omnichannel marketing space. Consumers like being engaged with brands, so the communication must be there. With so many ways to share content, brands must incorporate all these tactics into their strategy to effectively reach every audience. Making customers feel like their buying journey is tailored just for them is key. CPG has a unique opportunity to gain traction with customers by understanding and delivering optimized communications at every touchpoint.

Doing the research matters. The brand must find out who their customers are, what they are buying, how they are buying (online or in-store), are there products that are bought only online or in-store? How many channels are in their buyer’s journey before they decide to buy? This is a great opportunity for CPG companies to stand out from their competition and make a real impact in the marketplace among those customers that are interested in their brand.

With customers shopping online more, flexibility in the way the experience is presented makes a difference. Mobile devices are one of the best ways to engage customers and drive conversions, but employing a direct approach that includes operations, marketing, sales channels, and fulfillment within their CPG omnichannel marketing strategy.

CPG brands can succeed by building on this direct approach to keep up with the modern consumer by doing the following:

1. Capitalize on direct-to-consumer channels.

Companies that have started building direct-to-consumer sites are the real winners. Customers in the past year have turned to DTC to purchase items they regularly use or CPGs. In fact, 87% of consumers indicate they would purchase directly from brands online. How can this occur? Consider any channel conflict that may occur by diversifying products being sold online and in-store, don’t neglect new, emerging technology, and have the right fulfillment systems in place.

2. Use social media to promote the brand.

It’s no secret that brands must be on social media to engage with different audiences. Brands that have a DTC website are ahead of the curve but giving consumers options to purchase on social media platforms like Instagram or Facebook enhances the experience and helps build stronger connections. Using additional channels to engage and drive consumers to the DTC site helps create continuity and brand awareness. Tik Tok is one of the best platforms to do this.

3. Be transparent with inventory.

Not only do CPG brands need to focus on DTC and promoting the brand, but having what consumers want in stock makes the brand look good, increases demand because they don’t have to wait for new inventory, and helps the back office centralize fulfillment operations.

4. Have a seamless order and fulfillment process.

There are many companies that only have DTC options available to customers in certain areas. One of the reasons this is so effective is because their order, shipping, and fulfillment processes are second-to-none. Having the inventory on hand and a quick shipping process makes consumers happy and eager to spend money on that brand again.

By gathering data and gaining a deeper understanding of their customers to fully grasp their challenges, goals, and needs, CPG brands will be able to provide the best omnichannel experience. Departments within the organization must work together, restructuring how they operate to develop an integrated customer experience from every touchpoint. By working together, each department understands how they all contribute to the customer experience and can communicate from an agile marketing mindset. eCommerce is a huge part of CPG brands and will continue to grow with consumer demand. CPG brand strategies must also include voice search, an enhanced relationship with retailers, and adapt additional channels that help them stay relevant in this space.

The Value of a CPG Omnichannel Marketing Strategy

Is it really worth it to offer an omnichannel experience for consumers? Absolutely. CPG brands who understand the value of these types of experiences within their marketing strategy have a 30% higher lifetime value than the brands that don’t.

If your brand is looking to develop a CPG omnichannel marketing strategy, working with a team that understands the nuances and development process is key. The team at Digilant works with your brand to create a strategy that helps you engage, interact, and convert your audience into loyal customers. Interested in learning more? Contact us today.

Performance Marketing: Key Channel Considerations

At the start of 2021, the top priority among marketers worldwide was to generate more quality leads, according to eMarketer. This study indicates that nearly 80% of respondents are interested in growing their pool of leads and consumers, or rather, first-party data. However, a recent study by Hubspot found that 61% of marketers say generating traffic and leads is their top challenge. 

For any advertisers that find themselves in this challenging position, performance marketing may be the answer for you. Performance marketing, also known as pay-for-performance advertising, changes the game for digital advertisers. Not only does this tactic help build your 1st party CRM pool, it, in turn, also reduces your reliance on third-party data, giving you longevity in the ability to continue to build your audience. 

For those unsure what performance marketing is or how you can incorporate it into your digital advertising playbook, keep reading for a deep dive into performance marketing and key considerations for advertisers. 

What is performance marketing?

Performance marketing is a tactic within digital advertising in which the advertiser only pays when there is a measurable result, such as a click, form fill, app install, purchase, or lead generation. This form of digital advertising flips the traditional ”pay before you go” methods on their head.

Performance marketing can be used across a variety of channel, including: 

  • Display
  • Social
  • Influencer
  • Content/Blog Posts
  • Native
  • Coupon Sites
  • Loyalty Sites
  • Deal Sites
  • Email

How Does it work?

Despite the unique payment method, performance marketing uses the same creative ad formats and targeting tactics as your other digital advertising initiatives. The process simply works as follows: 

1. Develop Audience

The client identifies profiles and behaviors they want to engage. These initiate which websites to use to engage with potential customers in a cookieless environment leveraging first-party or second-party data

2. Target Audience

Using contextual, behavioral, site-specific, native site placement, list segmentation, age, gender, and state/city level geo-targeting ensures your ad is getting in front of the right audience.

3. Convert Consumers

Consumer converts on brand websites, in-app, or other publisher websites, generating quality consumers for advertisers. 

4. Validate Data

Before sending the lead to the client, a quality performance marketing agency will validate the lead. They’ll check the email, address, phone number, and monitor and filter out any fraud, profanity, and if they are already in your database.

5. Deliver

The customer information is then delivered directly to the client’s CRM, ESP, or DMP. 

EXAMPLE: Khol’s only pays for leads that sign up to receive their newsletter

3 Key Channel Considerations for Performance Marketing

As mentioned above, performance marketing is an excellent tool for advertisers looking to up their first-party data. However, this channel has additional benefits that make it an ideal solution for those first entering the digital marketing world, those looking for a different avenue, or to test a new channel. 

1. Low(er) Risk

Because you are paying for a specific action – cost per lead (CPL), for example – this automatically reduces the risk of wasted spending. For marketers on a tighter budget or needed to justify their media spend more thoroughly, performance marketing has a minimal cost of entry and requirement to invest upfront. Every dollar spent ties directly back to your KPI, yielding lower risk.  

2. ROI Focused 

Performance marketing, unsurprisingly, is highly ROI (return on investment) driven. Working with a performance marketing agency, you’ll receive ROI analysis updated in real-time, giving you access to data such as performance, conversions, and spend. Throughout your campaign, you can see what sales funnels consumers are using, how they navigate your website, and more applicable data. 

You can then use this knowledge and information to target further your existing and future campaigns, which not only helps your performance marketing campaigns but your overall digital marketing strategy. 

3. Free Branding 

In an ideal world, everyone that sees your performance marketing ad would convert. But, even with the most well-targeting, captivating ad, we know this isn’t the case. However, this leads to the third key consideration when investing in performance marketing.

Other forms of digital advertising require you to pay for impressions. With performance marketing, any person that sees your ad but doesn’t convert yields free branding. 

Performance Marketing Complements Programmatic Advertising

As alluded to above, performance marketing is not an isolated channel. Instead, it works in conjunction with your other digital advertising initiatives and helps to further your entire digital advertising strategy with the data, insights, and analytics it yields. 

If you’re running programmatic advertising campaigns, performance marketing can help:

  • Increases overall KPI of a combined initiative by using a more effective CPM approach. 
  • Balances out a multi-goal campaign. Say you are trying to grow brand awareness while also recruiting employees. Your programmatic campaign can focus on impressions and clicks, while a performance marketing campaign can complement the overall initiative by driving prospective employee leads. Both channels are used to best suit the different goals. 
  • Grow your first-party data pool so that it can be used in activation to build look-alike audiences to then use in current and future campaigns 

Preparing for the (Cookieless) Future with Performance Marketing

As more conversions emerge regarding third-party data and the cookie-deprived future, one of the best initiatives marketers can take to prepare is to build out their own first-party CRM. A great way to do so? Performance Marketing. 

Performance marketing gives advertiser’s the opportunity to attain quality leads and build their first-party data while also giving them a lower barrier of entry into the digital advertising world with the unique payment system. 

Digilant’s Performance Marketing Expertise

Digilant is a full-service digital advertising agency, which makes us your one-stop-shop for all things digital advertising: programmatic, social, search, and of course, performance marketing. We have relationships with thousands of publishers that we work on on a pay-for-performance basis, ensuring that your ads reach your audience where they already spend their time. 

On top of these beneficial partnerships, we know that advertisers feel more pressure than ever to quantify their media spend. This is why we offer 24/7 access to 100% transparent analytics dashboards, updated in real-time. These dashboards cover all your digital advertising campaigns in one place. This eases your ability to see what channels are working best and shift investments to achieve your desired KPIs better. 

When partnering with Digilant, you’ll have a team of performance marketing experts working on your behalf to ensure the best creative and tactical solutions are used for your campaigns. Whether it is a new creative ad format, uncovering a new audience, or testing a new channel, Digilant combines data-driven insights with industry expertise to ensure the best possible results. 

Interested in learning more about Digilant’s performance marketing solutions? We’re eager to talk. Contact us today!

5 Benefits of Hiring an Experienced Higher Education Marketing Agency

Higher education institutions, like many industries, have faced a challenging year. As schools switched their classes and programs to a virtual model, so did many recruitment and marketing events. Critical initiatives for attracting and retaining students, such as prospective student days, campus tours, shadowing, and in-person interviews, needed to be re-considered. Schools were quick on their feet, shifting to virtual recruitment opportunities, interacting with students online. 

But now, as the long-awaited “new normal” is quickly coming to fruition, it’s clear that many of these online initiatives were beneficial outside of the pandemic’s circumstances. And beyond virtual events, interacting and reaching students in an online manner presents excellent opportunities for schools moving forward. 

The bulk of today’s prospective students fall into the digital native generations of Gen Z and millennials who are keen to find new brands – or in this case, school and educational programs – in an online setting. They are online research wizards, social media mavens, and omnichannel shoppers, allowing schools to converse, reach, and interact with them across various digital advertising strategies. 

These online opportunities quickly made a splash with students, meaning that schools without an online digital advertising presence may soon fall behind, losing out on prospective students to their competitors. If your internal team doesn’t have the expertise or resources to implement a strategic digital marketing strategy finding a higher education marketing agency might be the best solution. Below we’ve outlined five benefits your organization will experience when deciding to outsource your digital advertising with a digital advertising partner. 

5 Benefits Higher Education Marketing Agencies Provide

1. Think Outside the Box

Higher education institutions naturally lean on the ideals of tradition and consistency to shape their messaging and marketing strategies. After all, these strong legacy ideals are what students are attracted to when applying to programs. Although the tone and messaging may provide success for the institution, traditional advertising channels and tactics may not hit the mark anymore. 

Hiring a digital marketing agency will allow an outside party to look at your marketing strategy, see what’s working well, and identify areas for opportunity and growth. Then, with a fresh set of eyes and a deep dive into your school, a digital marketing agency is poised to take your marketing efforts to the next level, with a fresh set of ideas, channels, and tactics to ensure you’re reaching the right students for your school.  

2. Implement an Omnichannel Experience

Just as consumers lean on omnichannel shopping experiences when buying their everyday goods, students also prefer an omnichannel “shopping” experience when browsing for potential schools. In 2018, a group of high school students was asked how they first contacted or made an initial inquiry about a school. Top answers included in-person college fairs, television ads, display ads, social media, and OOH ads. Clearly, there isn’t one overarching strategy that reaches students across the board.

Omnichannel Advertising strategies ensure that your school has a presence across the most critical channels that students use – search, social, OOH, CTV, display, and more. 

The benefit of hiring an experienced higher education marketing agency is that they have the subject matter and channel experts to implement the best campaigns across the different channels. Rather than using internal resources to learn the intricacies of each platform, an agency has an expert or team of experts for each channel to ensure your campaigns are optimized, compliant, and targeted.

In addition, having all your campaign under one roof gives the agency the ability to shift budgets and strategies quickly and efficiently to ensure the best use of your media budget (more on this to come).

3. Lead with Data-Driven Decisions

When making decisions about where to invest time and digital marketing budgets, many organizations rely on industry trends or where they think their audience is. When partnering with a higher education marketing agency, they’ll push you to shift this mindset to data-driven decisions. In turn, these decisions will provide a more comprehensive, successful strategy, setting your organization up for long-term success. 

Recently, we spoke with our client, Ross Pearo, the Executive Director, Strategic Planning and Marketing at the Division of Continuing Education at Harvard University, for a webinar covering the importance of data analytics. He stated that his team’s instincts about what they thought would work – drive conversions and engage their market – weren’t reflective of the data’s story. Since working with our team, Harvard DCE has shifted its mindset towards following actual data to inform their decisions. Now, knowing that data and optimization back their always-on strategies, they’re empowered and able to take strategic risks when appropriate, whether it be a new creative direction or channel. 

“We’ve found that data is the single best tool we’ve got to make good use of what budget we have.”

Ross Pearo, Executive Director, Strategic Planning and Marketing in the Division of Continuing Education at Harvard University.

4. Cost-Effective Digital Marketing

Marketers are pressed more and more to justify their media budgets – working with smaller budgets but expected to drive the same ROI. Higher education marketers are no different. The entire organization needs to feel comfortable with how marketing dollars are spent. 

When working with a digital marketing agency, you get a complete picture of your marketing strategy, how the budget is allocated to ensure the best results and return.

An experienced higher education marketing agency will provide comprehensive reports and dashboards that enable you to see this data in real-time. Rather than piecemealing reports from different vendors, freelancers, and your internal materials, you will able to see how the data-driven decisions you’ve implemented are working to not only better reach your audience but also optimize your budget.  

5. Implement a Holistic Approach

It’s essential to maintain a strategic, high-level view of how all your marketing and advertising initiatives are working together to benefit your organization. As mentioned above, working with a higher education marketing agency ensure that nothing slips through the cracks due to a lack of resources and time. 

Going back to our recent conversion with Harvard DCE, Ross summed up the benefits of higher education marketers experience when partnering with an experienced digital marketing partner: 

“Nothing works well in isolation. You have to take a holistic view of how everything is working together to achieve your goals. With a [partnership], you can see SEM, social, and display all at the same time. That way, you aren’t sacrificing one for the detriment of the other.”

Ross Pearo

Interested in learning more about how we’ve helped the Harvard team use marketing analytics to drive growth during a pandemic? Watch our on-demand webinar here

Ready to Invest in a Higher Education Marketing Agency? 

According to Checkfront, 90% of enrolled students search for, discover, and choose higher education institutions and courses online. So, if your organization doesn’t already have an online digital advertising strategy in place, the time to invest is now. 

Digilant’s Expertise in Higher Education Digital Marketing

We understand the challenges that higher education marketers face: as students grow savvier with their research and decision process, the challenge to stand out from the competition increases. Pair this with tighter budgets and high expectations from the organization, and higher education marketers need to be strategic and thoughtful with where they invest.  

The Digilant has ample experience helping higher education institutions, large and small, across various program levels. Learn more about how we helped a prestigious university drive enrollment for their professional education programs by nearly 25% here.

Our campaigns start in the hands of our planning and insights team. They dive into audience research, ensuring we have a complete picture of your audience and uncover any potential groups or audience attributes that may have overlooked in the past. From there, we use this data to inform and create a data-driven strategy across appropriate channels – programmatic, search, and social.

As mentioned above, we know transparency into data and analytics is essential for marketers. We use holistic dashboards and analytics, updated in real-time to ensure our clients have a complete picture of their digital advertising strategy throughout their campaigns. Our team strives to empower our clients to make informed decisions, backed by data to push their advertising campaigns from now to next. 

Are you interested in learning more about Digilant’s expertise in higher education digital marketing? Let’s talk.

COVID-19 Digital Marketing Trends That Are Here to Stay

Over the past year, advertisers quickly pivoted their marketing strategies, embracing a digital-first approach. They promptly shifted any day-parting strategies away from that previously sought-after commuting time. New creative formats like high impact and native advertising were utilized to stand out amongst the digital noise. And, new audience targeting tactics were quickly implemented to ensure nimble budgets were optimized.

Now, a year later, as advertisers grasp what is working, we’re faced with another change. As guidelines change and restrictions lift, you may feel the pressure to make a quick pivot again.

There’s a silver lining. Many of the trends and consumer behavior changes brought about by the pandemic are now projected to continue long after it’s over. So, although re-implementing more digital out-of-home, geo-fencing, or foot traffic studies are smart investments as people return to a more normal routine, you don’t have to rethink your strategy altogether. 

Below we’ve outlined the top 3 digital marketing trends brought on by the pandemic but are here to stay and worth the continued investment. Additionally, we’ve included tactics and channel recommendations to help you zero in on these trends to remain in lock with consumers. 

3 Pandemic-Proof Digital Marketing Trends

1. Amazon Shopping Gives Google a Run for its Money

Amazon’s rapidly growing popularity outdates the onset of the pandemic. However, you can’t ignore the drastic boom the company saw over the last year and how it’s paved the way to increasing popularity in online shopping. In 2020, US e-commerce sales grew 44%, and Amazon accounted for a whopping 31.4% of that growth. 

It will come as no surprise that the online shopping giant has solidified its number one spot, rounding out the year with just under $300 billion in revenue. However, what may come as a surprise is their growing power in search. 

People have long seen Google as the search powerhouse, but more consumers now start those on Amazon than on Google when it comes to product searches. To break down the numbers, 67% of online shoppers begin on Amazon, while 35% begin on Google.

Digital Marketing Recommendation: Shopping Ads on Amazon and Google

Advertisers shouldn’t abandon Google search ads; after all, more than ⅓ of shoppers still turn to this search engine as their top choice. However, if you haven’t implemented an Amazon shopping strategy, the time to start testing it is now. You can implement keyword-based shopping campaigns that promote online and inventory and drive sales.

2. CTV Surppases Cable

Over the COVID-19 pandemic, streaming platform saw a dramatic boom in subscribers and viewers. Netflix, for example, reached 200 million paid members globally, 37 million of whom signed on to the service in 2020. 

As more streaming platforms enter the market, this trend isn’t expected to slow down. People will continue to opt for these viewing options more and more. So much so that the households advertisers can reach with streaming now outnumber those reachable with cable, 84 million and 78 million households respectively (according to the TradeDesk).

Whether cord-cutters, cord-shavers, or cord-nevers, consumers opting for Connected TV (CTV) and over-the-top (OTT) viewing is quickly growing, and advertisers have a window of opportunity to stay a step ahead of the competition with a timely investment. 

Digital Marketing Recommendation: Bring Video and CTV into your Omnichannel Strategy

CTV and OTT’s historical use has been for top-funnel strategies used to drive awareness. With a strategic retargeting tactic in place, this is an excellent investment for brands to make. For example, a consumer sees your video ad while watching their favorite program, and then as they’re browsing, they’re targeted with a display ad, keeping your brand top of mind. 

However, with attribution and measurement solutions in play, advertisers no longer have to rely on CTV for top-funnel messaging. Now, advertisers can measure the impact these specific ads have on conversions and sales. 

So whether using CTV ad placements for awareness, consideration, or conversations, it’s a wise investment to make to improve your omnichannel marketing strategy. 

For a deeper dive into the trends and benefits of CTV, check out our recent blog post, 7 Benefits of Incorporating CTV in Your Omnichannel Marketing Plan.

3. Digital audio has surpassed radio

Just as we’ve seen in the CTV vs. linear tv research, digital has reigned supreme in the audio world, as well. At the start of the pandemic, industry experts were worried about this channel. As most people no longer commuted, the usual time for tuning in, predictions indicated that listenership would decline. However, the reality was just the opposite. According to eMarketer, time spent with digital audio increased 8.3% to 1:29 per day; and, it’s expected to increase another 4.8% this year. 

Whether people are streaming while working from home, in their car, while working out, or as people head back into the office and that commuting window returns, digital audio is an excellent investment for advertisers moving forward.

Digital Marketing Recommendation: Podcast Advertising

In the realm of digital audio are podcasts, which alone have grown 16% year-over-year. Advertisers can layer on location, behavioral, contextual, and first-party data to reach audio listeners. Podcast advertising also gives creative flexibility to brands as they can choose between pre-recorded and host-read podcasts. 

For more on the latest digital advertising trends, check out our recent blog Digital Audio Advertising Trends: Your Guide to Reaching Listeners in 2021

Implement Emerging Channels into your Digital Marketing Plan Today

Today’s consumers spend, on average, 5.4 hours on their mobile devices. As digital consumption continues to grow, new trends, channels, and tactics will emerge for advertisers. 

It’s important to say in step with these behaviors and trends so you know you’re making the most of your advertising dollars. Whether it’s Amazon, CTV, digital audio, or other channels consumers have flocked to over the past year, with strategic data-driven digital ads, you can ensure you’re not missing opportunities to get your brand in front of consumers. 

Digilant: Digital Advertising Partner Raking You From Now to Next

At Digilant, we pride ourselves on staying in step (even a step ahead) of these consumer trends. We know that understanding what’s to come and what’s popular with consumers lends itself to more strategic, better-informed media proposals and strategies for our clients.  

Our team of planning & insights strategists are skilled researchers, diving into data sets and industry news to ensure our clients are prepared for the future of digital advertising. So if you’re ready to take the step and build a digital advertising strategy built to take you from now to next, we’re eager to talk. Contact us today!

Looking to learn more about Covid-19 driven digital advertising trends that are here to stay? Our latest webinar covers the top digital advertising trends that we’ve seen – and will continue to – dominate this year. Watch our webinar on-demand: 2021 Digital Advertising Trends here

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