The Third-Party Cookie Workaround: Investing in First-Party Data

The countdown to late 2023 has already begun for advertisers. That’s the timeframe Google has put in place for when they’ll remove third-party cookies from the Google Chrome browser. Last month, Chrome accounted for over 50% ​​of all internet browser market share in the US, so unsurprisingly, this is sending major shockwaves through the advertising industry. 

While, yes, the third-party cookie has historically been the gold standard for consumer data. We’re here to assure you that the news isn’t all grim In the face of this challenge, some publishers and DSPs are working on their respective identity solutions to replace third-party cookies. But while that is still sorted out, advertisers can breathe a sigh of relief knowing already another cookie solution that is readily available, reliable, valuable, and transparent: the first-party cookie. 

What are first-party cookies? 

First-party cookies are created and stored by the host domain of the website the consumer is visiting. These cookies allow sites to store valuable information that enhances the user experience, such as login information, language preferences, shopping cart history, and browsing history. 

Because the site publisher themselves owns these cookies and they function to improve the user experience, they are generally perceived as beneficial and “good” in the realm of cookies. 

How to build first-party data?

A recent study from Salesforce revealed that 83% of consumers are concerned about how their data is being used online. While attaining, using, and storing first-party information is widely viewed as a solution that combats privacy concerns, advertisers still need to keep these apprehensions in mind while implementing first-party data solutions. 

No matter the route your brand decides to go when attaining, using, and storing first-party data, keep in mind these data-safety practices

  1. Communicate Clearly: Tell your consumers how and where you’ll be using their data 
  2. Give Options: Allow consumers to choose which and what and how much of their data they share with you 
  3. Express Value: Give consumers insight into the value they will gain when sharing their data (Loyalty programs, exclusive offers, better user experience, etc.)

With these notions in mind, one of the best forms of advertising we suggest to our clients to start building or expanding their first-party data is performance marketing

What is performance marketing? 

Performance marketing flips digital advertising traditional pay-before-you-go methods on their head. When using performance marketing, the advertiser only pays for a measurable result, such as a click, form fill, app install, purchase, or lead generation. 

How does it work? 

  1. Develop an Audience: Identify profiles and behaviors by working with direct website owners to engage with potential customers in a cookie-less environment.
  2. Target Audience: Using contextual, behavioral, site-specific, native site placement, list segmentation, age, gender, and state/city level geo-targeting.
  3. Convert Customer: Consumer converts on a brand website, in-app, or other publisher websites, gaining quality consumers.
  4. Validate Data: Validate the email, address, and/or telephone and then monitor and filter that data for any fraud or profanity and if they already exist in historical databases.
  5. Delivery: Deliver customer directly into client’s CRM, ESP or DMP.

What are the benefits?

Beyond performance marketing existing without the help or need for third-party cookies, advertisers gain additional benefits when investing in this tactic. 

  1. Low(er) Risk: Automatically reduces the risk of wasted spending because you are only paying for a specific action.
  2. ROI Focused: Invest in the return. Because you only pay for leads, application downloads, calls, and purchases, etc., you are solely investing in the return and results. 
  3. Free Branding: While utilizing this pay-for-performance model, advertisers benefit from having ads shown on 1000’s websites, increasing brand recognition.

The Third-Party Cookie Workaround: 3 Things Advertisers Need to Know

As third-party cookies depreciate, digital media buying as we know it will significantly change. These shifts will make way for and increase the importance of first-party data. 

Gathering first-party data allows you to understand your customers better than anything else. As you go about investing in first-party data solutions and building your databases, consider the following: 

1. Relationships with publishers directly are key.

With publisher-direct media buys, you can purchase ad space based on contextual targeting. These publishers know and understand your audience, allowing you to target our desired consumers while eliminating the use of any cookie.

2. Contextual media buys will become the future.

Rather than targeting based on known behavior (gained from third-party cookies), advertisers will need to adjust to bo context-driven audience targeting. 

3. First-party data is only as good as the insights you can act on from it.

Brands must understand and act on the first-party data they own. Invest in a tool or team that enables you to do this. 

Digilant’s Performance Marketing Solution

As a premier omni-media digital partner, Digilant offers performance marketing solutions that help brands acquire customers, generate leads, and build their CRM. With access to premier publishers, we can run campaigns across: 

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

Our media experts work with each client to ensure their performance marketing solution is best tailor-made to achieve their specific goals. When working with Digilant, you experience the unique benefits, such as:  

  • We are an all-in-one omnichannel partner
  • We have strategic publisher-direct relationships
  • We ensure GDPR and CCPA compliant
  • We protect your budget from unqualified leads or traffic

Are you interested in learning more about building your first-party data with performance marketing? Contact us today.

Consumers Are Everywhere: Here’s How to Reach Them with Data, Safely

A recent study from Deloitte found that the average U.S. household uses 11 internet-connected devices. Given that connectivity is now built into everything from televisions to appliances, that number shouldn’t come as a surprise.

People use these devices in different ways, sometimes relying on more than one of them for just one thing. Data from Google suggests that 90% of people actually use multiple devices to accomplish a single online task. If you’ve ever looked for, say, concert or movie tickets on your smartphone and then switched over to a laptop to purchase them, you’re part of the 90%.

In short, modern consumers are everywhere. That means marketers need to be able to reach them everywhere — and effectively. The goal is to create a seamless consumer experience on Facebook, in an email inbox, via streaming audio, and in the store. But achieving that goal requires the right approach. The right approach requires understanding the distinction between two marketing strategies.

Omnichannel vs. Multichannel Marketing Strategies

Good marketers know that consumers expect integrated brand experiences that cover in-store, online, and any other types of interactions. With this in mind, it’s still easy to fall into the trap of executing a multichannel marketing campaign, rather than omnichannel.

What’s the difference? A multichannel marketing approach also engages consumers through a variety of channels, but it treats each channel independently — which is precisely why it causes challenges. When marketers put media channels in silos, they risk targeting consumers across different channels with the exact same message. They miss the nuance, and that means they miss opportunities to use channel-optimized messaging to move audiences down the funnel. They might also reach the same audiences on a variety of platforms and mistakenly conclude that their reach is greater than it really is.

Multichannel marketing doesn’t allow for tracking the entire customer journey as omnichannel marketing does, and quality multichannel data acquisition is difficult. It keeps marketers from getting the full picture and some hugely important details. Think of it this way: if a prospective customer went into the store to purchase a product that’s still sitting in their online shopping cart, marketers might continue to target them with lower-funnel tactics aimed at driving a purchase — even though it’s already been made.

At best, multichannel marketing is a missed opportunity to deliver tailored, current, relevant messaging that inspires loyalty, retention, and advocacy. At worst, it drives customers away.

Why Digital Alone Isn’t Enough

Multichannel marketing doesn’t allow for the type of brand interactions that today’s consumers crave. It also doesn’t account for consumers’ desire to experience the world beyond the screen.

Some marketers assume that the heightened popularity of digital channels in the wake of the pandemic means that creating and measuring in-person interactions is less important. These same marketers are usually quick to point out the advantages of digital marketing vs. traditional marketing. But while it’s true that digital has become more important, consumer demand for in-person and in-store experiences certainly still exists.

A notable 78% of Gen Z consumers, who are often thought of as the first digital natives, still tend to make purchases in-store. Moreover, recent research from Forrester found that 30% to 40% of all consumers using click-and-collect buy additional items when they go to the store to pick up their purchases, further validating the need for marketers to create compelling experiences in physical spaces.

Consumers are constantly bombarded with digital ads. In-person experiences, on the other hand, offer a unique opportunity for brands to have memorable interactions with customers and drive greater brand recognition. And when they’re part of an omnichannel approach that also includes related and relevant digital tactics (for example, branded hashtags to encourage social sharing) their impact becomes even more significant, as well as more quantifiable.

Using Consumer Data Wisely

That ability to quantify and measure is the key to omnichannel success — and marketing success as a whole. Effective omnichannel marketing requires brands to collect and analyze first-party data, specifically. As a result, an omnichannel strategy must be designed thoughtfully, with a heavy emphasis on security and customer privacy. Marketers looking to implement omnichannel campaigns and strategies, improve the campaigns and strategies they already have in place, or mitigate the risk of a data breach should keep the following best practices in mind:

1. Don’t ask for consumer data you can’t secure.

The database you use to store customer information must be protected from external actors who might want to steal it, as well as potential internal threats. Make sure you have the appropriate firewalls, authorization and authentication protocols, and other measures in place before collecting any first-party data. Otherwise, you’re exposing your company and your customers to unacceptable levels of risk.

2. Be transparent about your intentions.

When asking customers to share personal information, be clear about how you intend to use it. Now more than ever, consumers want to understand what brands are doing with their data and how they might benefit from it. If you’re selling or buying data for advertising purposes, let them know, and be sure you’re working with trusted partners who keep safety and privacy at the forefront of their values.

3. Empower consumers to make decisions about their data.

First-party data can take many forms, and all of it is valuable. Let consumers decide what personal information they want to share — whether an email address, phone number, or something else — but don’t require them to divulge all of it. The more flexibility you offer, the greater your odds of acquiring the data you need to power your marketing efforts.

As data privacy becomes increasingly important, marketers have to ensure that compliance is a central focus of every initiative. To learn how Digilant can help you develop more secure omnichannel campaigns, get in touch today. 

4 Best Practices to Alleviate the Challenges of Measuring Marketing ROI

Results from a recent survey conducted by Econsultancy show that nearly two-thirds of CMOs are feeling pressure from their CEOs and brands to prove the value of marketing initiatives while working with steadily — and significantly — shrinking budgets.

 

They’re also increasingly faced with the task of optimizing budgets for a growing number of channels. Consumers’ attention is more fragmented than ever, often spanning multiple devices at once. As a result, diversifying media budgets to keep your brand in front of audiences everywhere is critical.

 

The CMO’s Chase for Perfection

 

In today’s environment, CMOs have to be nearly perfect when it comes to marketing spend management. They have to stay mindful of advertising ROI by medium to ensure future marketing investments are directed toward the most impactful initiatives while reducing channel and data silos to better understand total marketing ROI.

 

It’s a big ask, but it’s not impossible. By adhering to the four best practices below, marketing leaders can maximize ROI despite smaller budgets and achieve quantifiable results that satisfy C-suite demands.

 

1. Use evergreen campaigns to take advantage of proven channels and creative formats.

 

Evergreen content is messaging that stays relevant for the long term. It might focus on customer testimonials; enduring product benefits; and features, tutorials, or stories that are relatively easy to create and require little ongoing maintenance.

 

High-performing evergreen assets are valuable because they can be incorporated into advertising, websites, branding, and virtually any other marketing initiative. Evergreen content gives marketers a strong foundation on which to build their efforts. For those trying to allocate dollars wisely when creating a marketing budget, this ends up having a major impact.

 

2. Continually test new tactics.

 

Test-and-learn marketing is another approach that can lead to improved campaign performance through data-driven decision-making. It compares the effectiveness of existing and new media, channels, and tactics. In the case of the latter, marketers might introduce several new tactics on a relatively small scale and then gather data to gauge performance. When testing and learning, ensure the data exists in a closed feedback loop to eliminate biases during testing, and when needed, consider new advertising ROI metrics for measuring tactical performance.

 

To use test-and-learn marketing effectively, it’s key to continually apply the insights to strategy development, iterate and optimize, and implement tailored tactics during testing. In a world characterized by constantly changing consumer preferences, ongoing experimentation is a marketing imperative.

 

3. Prioritize customer experience metrics.

 

Measuring marketing ROI should always be done with metrics and KPIs that are directly tied to larger organizational objectives. For many companies, those objectives increasingly include winning the customer experience battle — and for good reason.

 

Research shows that the customer experience might soon eclipse price and product quality as the key driver of consumer purchase decisions. That means paying attention to the length of customer conversion cycles, the digital and offline channels favored by target audiences, and the language that resonates with them. By gathering these and other relevant insights, marketers can make smarter, faster decisions about where to direct their limited budgets.

 

4. Emphasize quality over quantity.

 

Marketers understandably feel pressure to grow their lead pools and increase consumer engagement, but capturing fragmented consumer attention with a tight media budget requires a deep understanding of the customer and the use of precise targeting capabilities to connect with them — not just certain numbers.

 

Vanity metrics like impressions or likes don’t always translate to an actual return on marketing investment. A gap between campaign engagement and conversions typically means that some aspect of the customer journey or campaign creative should be reevaluated. Simply put, marketers have to make sure their strategies and messaging are aligned with nuanced customer preferences and make sure that’s reflected in the results.

 

Future-Proofing Your Marketing Strategy

 

The role of the CMO will evolve in the coming years, but the pressure to prove and defend marketing performance will always be a part of it. Rise to the challenge by constantly working to bridge the gaps between offline and online metrics; creating customer experiences that drive sales, loyalty, and retention; balancing investments in technology and talent; and measuring marketing ROI. These steps will allow you to make the right marketing investments that will lead to the desired results.

 

At Digilant, our team of strategic thinkers, creative minds, and digital advertising experts has helped more than 500 brands achieve growth and see results. To learn more about how we can do the same for you, click here.

The Cookieless Future Is Inching Closer — Here’s What That Means for Advertisers

Digital advertisers won’t have to say goodbye to third-party cookies today or tomorrow, but that time will eventually come. The writing has been on the wall since early 2020, when Google first announced its intentions to phase out third-party trackers on Chrome browsers. After several delays, the company reiterated its commitment to the move this past spring, which is now set to take place in the latter half of 2023.

While Google’s phaseout of third-party cookies has been positioned as an attempt to meet growing consumer privacy concerns, its plans have created new issues for regulators, competitors, the digital advertising industry, and everyone else with a stake in the web’s evolution. The search giant has explicitly stated that it wouldn’t be “building alternate identifiers to track” individual web browsers, but it has proposed a new ad targeting standard that it claims will lead to similar results. Dubbed the “Federated Learning of Cohorts” (FLoC), this technology uses an algorithm to group browsers together based on overlapping browsing histories — providing an ostensibly more private consumer experience while still allowing for targeted ad delivery.

The only problem with FLoC? Virtually no one else is on board with it. Detractors say the technology could introduce a host of new problems that are just as pernicious as those it’s intended to solve. Regulators in the U.S. and Europe will also have questions, as will privacy-conscious Chrome users who realize they’re unwittingly involved in FLoC testing.

Regardless of whether Google’s proposal ultimately gains mass adoption or fizzles out, the use of third-party cookies for advertising is nearing its end — most browsers already block them. But given Chrome’s sizable lead in terms of overall browser market share, Google’s decision to further postpone the inevitable is significant for advertisers, who now have a little more time to prepare for a cookieless future.

Cookieless Advertising Is Already Possible

There are numerous cookieless alternatives for ad targeting — and cookieless identity and measurement solutions — immediately accessible to advertisers. They include inherently cookieless channels like Connected TV/OTT, streaming audio and podcasts, and content-based and contextual targeting solutions that let advertisers reach audiences engaging with highly relevant or intent-driven content.

We’ll likely see an uptick in testing and adoption of these alternatives in the coming months, along with a continued shift in the way advertisers use performance marketing. Historically viewed as an approach for driving hard sales, a growing number of brands across all categories are now deploying performance marketing tactics to build their pool of valuable first-party data. These brands incentivize audiences (usually in the top half of the marketing funnel) to trade their contact information in exchange for newsletter subscriptions, content downloads, exclusive promotions, or other offerings. This approach offers opportunities to build credibility and trust with prospects well before purchasing decisions.

As advertisers continue to search for ways to fill the void soon to be created by Google’s phaseout of third-party cookies, here are three principles they should keep in mind:

The best is yet to come for data-driven advertising.

Brands are sitting atop mountains of customer data, and most have yet to tap into it. As digital transformation accelerates across sectors, more companies will have the capabilities needed to do so, which means a new era of advertising is just around the corner. Third-party cookies have never been the proverbial “golden ticket” to consumer hearts and wallets, but it’s out there — advertisers just need to find it.

Personalization is still possible (and critical).

Consumers still want personalized experiences, and the brands that deliver them consistently through the responsible use of data will be rewarded with increased loyalty and engagement. As advertisers gradually turn their focus — and budgets — to inherently cookieless environments like OTT and streaming audio, many will realize that these largely untapped channels present incredible opportunities to reach target audiences in a highly personalized environment. The sooner advertisers incorporate these channels into their campaigns, the sooner they can leave cookies behind for good.

Metrics and KPIs will continue to evolve.

Many advertisers make the mistake of measuring campaign performance against indicators that don’t align with their chosen tactics or predefined objectives. This can lead to optimizations that aren’t improvements, reporting that’s not insightful, and brand messaging that’s confusing rather than compelling.

As technology enables new ways of reaching consumers, advertisers will have to adjust the strategies they use to gauge the effectiveness of their efforts. Investing in flexible analytics and measurement solutions can help, but a focus on workforce development should also be fruitful. Of course, optimal results are never guaranteed. But if you don’t have the tools and expertise needed to properly define success, they’ll be that much harder to achieve

At Digilant, we’re committed to keeping our clients informed on how best to prepare for the cookieless future. Stay up to date with all the latest changes and announcements on our future of third-party cookies content hub here.

Want to learn more about how you can navigate a cookieless future and future-proof your media investments? Contact us today.

Reaching Holiday Shoppers with Programmatic Digital Advertising

The news continues to buzz about the holiday shopping season ahead. As indications continue to point toward shortages and shipping delays, consumers are already taking to the store and their web browser to ensure their holiday wish lists are checked. 

Though we’ve yet to reach the mid-October mark, advertisers need to put strategy and timeliness at the top of their to-do list. Brands that can target critical holidays shoppers with timely, relevant, and targeted ads will reap the rewards in the coming months. 

But you may be asking yourself: who are these critical holiday shoppers we need to engage with in the coming season?

The Digilant team is here to help. We’ve identified four key holiday shopping groups: social media buyers, last-minute shoppers, charitable givers, and bargain hunters. Using insights from our Data Intelligence Platform, our 2021 Holiday Guide for Advertisers: Understanding Key Holiday Shoppers dives deep into all four audiences – who they are, their media habits, and purchasing behavior. 

Download the complete guide here: Guide for Advertisers: Understanding Key Holiday Shoppers in 2021.

Once you understand these key holiday shoppers and how they fit into your target audience, you may start to think about tactics, solutions, and channels you can use to reach them. Our team of planning and insights strategists has outlined key solutions you should consider implementing in the coming months. So, let’s kick things off with programmatic digital advertising with five key solutions we advise advertisers use to reach key holiday shoppers. 

What is programmatic Digital Advertising?

Before we dive in, for those new to or unfamiliar with programmatic digital advertising, it’s a method of marketing that utilizes technology to buy and sell online advertising space. It’s helpful to target segmented audiences using real-time data in ways that humans simply can’t accomplish, which yields advertisements delivered to the right people at the optimal times.

Learn more about programmatic advertising in our blog post: What is Programmatic Digital Advertising?

5 Programmatic Digital Advertising Solutions for Reaching Holiday Shoppers

1. App Ownership

Utilizing app ownership targeting tactics allows brands to reach verified, deterministic mobile audiences. These groups are classified along dimensions of life stage, interest and activity, and intent-based app ownership behaviors. Advertisers can also develop custom data segments based on mobile app data to target audiences most relevant to your consumers. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Convenience and quick-delivery are essential purchasing habits for this group. Engage with shoppers who use quick delivery apps such as Target, Walmart, Instacart, and Amazon.
  • Social Media Shoppers: This will come as no surprise, but to engage with social media shoppers, it’s best to target consumers with social media apps: Facebook, Instagram, Twitter, TikTok, Snapchat. You can narrow down your targeting by understanding the different uses and audiences that use specific social media platforms – learn more in our blog series: The Impact of Coronavirus on Social Media, starting with Part 1.
  • Bargain Shoppers: These shoppers are on the hunt for the best deal possible, so they are likely to use coupon and discount apps such as Rakuten, Honey, and Ibotta.
  • Charitable Buyers: If you are working to engage with shoppers who value charitable giving, target consumers who use apps such as GoFundMe

2. Custom Inclusion Lists

Digilant’s custom inclusion list solution curates a made-to-order network of sites and pages meaningful to your brand and overall objectives. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Because this shopping group includes many parents of young children, consider reaching them on family-friendly sites, like parenting.com
  • Social Shoppers: Social media shoppers’ desire to stay in the know doesn’t end when they leave their networking apps. They want to stay in the know, which results in time spent on pop culture sites, like People Magazine.
  • Bargain Shoppers: These shoppers are always on the hunt for a discount, consider coupon sites like GroupMe
  • Charitable Givers: These shoppers value staying informed on current events, target them on news sites like USA Today, New York Times, and The Washington Post

3. Credit Card Data

Advertisers have the ability to reach customers and prospects based on actual retail spending patterns with access to credit card data. You are able to choose from pre-built audiences or build custom audiences from criteria such as: 

  • merchant category
  • frequency of spend
  • spend amount
  • time period
  • offline vs. online spend. 

This tactic becomes even more powerful around the holidays as you can combine powerful behavioral-based segments derived from actual anonymized transaction data with seasonal insights. This gives you the ability to specifically understand how and where these key shoppers purchase during the holiday season. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Understand the exact time frame in which these consumers actually hit buy so that you can target them with timely ads before this essential window has passed
  • Charitable Givers: understand which organizations or charities these groups frequently donate to better align with consumers who resonate with your brand’s mission or values

Take advantage of Digilant’s Premium Partnership with MasterCard and Amex.

4. Look-a-Like Audiences (using CRM Data)

As this season shapes up to be one of the most competitive holiday shopping seasons in history, it’s essential to reach valued consumers. And as consumer behavior and shopping habits seem to change on a daily basis, brands may be missing potential customers. Using CRM data, we are able to find and target consumers who look and behave similarly to your most valued current customers. 

5. Geofencing

As the holidays inch closers, people usually turn to in-store shopping. Whether it’s simply for the enjoyment of holiday window shopping, they’re in a time crunch, or to avoid expected shipping delays, advertisers can take advantage of geofencing solutions to reach consumers as they enter a radius close to their physical store. 

Geofencing uses an address, such as a retail location. It is then entered into our system, which checks Google’s API to get latitude/longitude for said address location. We can create custom geofences by setting a specific radius around the area to attract potential customers. We can then target consumers within the radius on display and mobile devices.

How can advertisers use this solution to target the four key holiday shopper groups this year? 

As mentioned, this is an incredibly beneficial tactic as the holidays get closer. As people realize things were missed on their list, whether they started the shopper season as a social media shopper, bargain hunter, or charitable giver, everyone showcases those last-minute shopper tendencies.

Preparing your Digital Advertising Strategy for the Season Ahead

Creating a custom campaign that successfully targets your consumer as they browse and buy during the holiday season is essential in this highly competitive market. These are just some of the many tactics we’ll implement into our client’s campaigns to set them up for success in the months to come.

We know that programmatic pairs perfectly with paid social, paid search, and many emerging channels like digital audio and Connected TV to establish an omnichannel marketing solution successfully. Stay tuned for more to come on our blog as we offer vital tactics to use across those channels in the coming weeks. 

If you’re interested in learning more about how the Digilant team can help achieve your digital advertising goals as the year comes to a close or into the new year, we’re eager to discuss. Contact us today! 

Download our Guide for Advertisers: Understanding Key Holiday Shoppers in 2021.

Host-Read or Prerecorded Ads: What’s the Right Mix in Your Campaign?

In the spring of 2020, when the coronavirus pandemic first started, digital audio took a significant hit. Because people weren’t tuning in during their commutes to and from work and school, traditionally a primary source of streaming time, digital audio engagement and usage drastically decreased. Industry experts quickly predicted that this decline would continue throughout the year. However, the story soon shifted. 

At the onset of the pandemic, people swarmed to TV streaming and social media (the timeframe in which digital audio saw the hit). However, as time went on, consumers began shifting and diversifying their media habits to include digital audio and gaming. As consumers started to adapt to their new routine, digital audio listening behavior and usage changed. People began listening to digital audio while working and going to school from home. So rather than digital audio usage decreasing, it simply changed. 

Spotify and Pandora, for example, saw time spent streaming audio during the day and on weekdays via smart speakers and smart TVs increase. There was also an unexpected spike in long-form audio. Overall, these consumer behavior changes netted the opposite of what experts initially predicted – rather than digital audio usage decreasing in 2020, the average time a consumer spent listening to digital audio increased 8.3%

As we approach the end of 2021, we can confidently say this trend hasn’t slowed down. Instead, we’re approaching a turning point in the world of audio. Just as TV streaming surpassed traditional cable viewing in the United States this year, digital audio has dethroned its traditional counterparts. 50.8% of US adults’ total audio time will be spent listening via digital services – the first time it has surpassed traditional radio.  

So, as we see life slowly start to resemble pre-pandemic behavior, why hasn’t the usage of digital audio slowed or reversed? 

In large part, this is due to the growing popularity of podcasts. By the end of 2021, the number of monthly US podcast listeners will increase by 10.1% year-over-year to 117.8 million. However, not only is the number of consumers listening to podcasts growing, the avid or regular podcast listeners are listening more frequently and for more extended periods. Over ⅓ of Americans listen to at least one podcast every month, and of those podcast listeners, 82.4% of them listen to podcasts for over 7 hours every week. All in all, this creates a great opportunity for podcast hosts and producers, which makes an excellent opportunity for advertisers. 

The Benefits of Podcast Advertising

As podcasts continue to grow in popularity, hosts and producers (“podcasters”) will look for ways to monetize their channels. In turn, advertisers have unique opportunities to reach listeners with ads embedded in the podcast content.

There are many benefits advertisers will see when investing in podcast adverting, including:

  1. Reach a younger audience. The average age of broadcast radio listeners is 47, whereas, for podcast listeners, that drops to 34. Additionally, in 2020, just under half of 12-34-year-olds listened to a podcast at least monthly. 
  2. Podcast listeners are receptive to ads. 54% of podcast “super listeners”* stated that hearing an ad while listening to a podcast makes them more likely to purchase a product.
  3. Podcast Listeners are engaged. These same super-listers said that they pay more attention to podcast advertisements than any other form of media. 

* The term “super listener” came from an Edison Study and is a group defined as respondents who listen to an average of five hours or more podcasts each week.

Finding the Best Podcast Ad Format for your brand

As mentioned above, podcast advertising offers unique benefits for brands; however, each creative ad format provides its respective benefits. With both host-read and prerecorded ads, advertisers can target listeners by genre, geographically, or device type. However, these two different formats offer a unique listening experience for consumers, and thus, it’s important to understand the differences, benefits, and drawbacks. 

Host-Read Ads

As the name indicates, host-read ads are live-read podcast ads read by the podcast host(s) during the recording of a podcast. The ad is often delivered without a script and becomes a permanent part of the podcast episode, therefore it is typically a bit longer than prerecorded spots because the host provides storytelling from their perspective.

Benefits 
  • Perceived to be more natural and authentic.
  • Less disruptive to the listening experience.
  • Host-read ads drive more brand recall than non-host-read ads.
Draw-Backs
  • Smaller reach since you are limited the number of podcasts if can be played during. 
  • Less control over the content around your brand since you are relying on the host.

Prerecorded Ads

Pre-produced or prerecorded podcast ads are similar to a traditional radio spot. They are either sponsor-produced or host-read in advance using a script. These ads are then added to the podcast post-production. 

Benefits
  • More control over brand or product messaging.
  • Ad placements are lower cost to produce.
  • Greater reach and performance transparency.
Draw-Back
  • These ads tend to be more disruptive and don’t create as native of a listening experience.

If you need a refresher on the perks of host-read vs. prerecorded podcast ads, keep our “Podcast Ad Format Cheat Sheet” handy. Download it here. 

What is the right mix for your brand? 

As with all digital advertising initiatives, there is no one-size-fits-all approach to podcast advertising. When investing in this ad format, the ideal scenario would be to incorporate a mix of both host-read and prerecorded ads. Advertisers can run an A/B test to track performance to see which type resonates best with your audience. If you are offering a promotion or discount in your ad, designate different landing pages for the different formats to see which one has better engagement and conversions.

Many advertisers haven’t made the jump over to digital audio, or specifically, podcast advertising. So, if you know your consumers fall within podcast listener groups, you have a great opportunity to get ahead of the curve, and put your brand in front of a captive audience. 

Digilant’s Digital Audio Solutions

At Digilant, we offer digital audio advertising solutions across traditional, satellite, and streaming radios, alongside podcasts. We have partnerships with the leading global audio providers such as Adswizz, which provides our clients a worldwide presence and relatively unlimited reach. We have access to thousands of premium stations that offer direct, programmatic, and marketplace buys. 

Additionally, as an omni-media digital advertising provider, we offer our clients unique solutions to enhance their digital audio advertising, such as: 

  • Creative services such as the production of audio spots
  • Sequential messaging to retarget audio listening with video, native, or display banners. 
  • Digital media, streaming, and audio advertising all run through the same platform.

Interested in learning more about the benefits of podcast advertising with Digilant? We’re interested in discussing how we can help you reach your goals. Let’s talk.

How paid search can complement programmatic display advertising

As marketers, we all know the importance of landing on the first page, ideally within the first five spots, of a search engine results page (SERP). Moz found that 71% of search traffic clicks on Google come from the first page of results, while some estimates say that is as high as 92%. Either way, you want to be at the top (literally!). 

To ensure your company is hitting the top results, you may already have a search engine optimization strategy in place. However, suppose you’re looking to expand your digital advertising portfolio. In that case, paid search advertising is another great tool to ensure that when consumers are browsing the web, they see your brand first. 

What is paid search marketing?

Paid Search Market gives advertisers the ability to market their product or service across the entire Google & Microsoft ecosystem using powerful audience and keyword intent signals. Search is the most direct response and transaction-oriented advertising channel powered by advanced algorithms and machine learning solutions.

At Digilant, we understand that search doesn’t just happen on Google, instead is happens across the entire customer journey experience, which is why our paid search solutions span across four major categories: 

1. Search 

Search ads are the results displayed at the top of a search page, denoted with the word “ad” next to them. These are ads relevant to the content that the consumer is already browsing and looking to interact with. They are intent-driven and based on keywords, so they are great for driving conversions and revenue. 

2. App Installs

App install paid search advertising is an intent-driven campaign to contextually target users in order to drive app installs on iOS & Android. They allow consumers to download your app from the Google Play or Apple App store directly from the ad itself. 

3. Shopping 

Paid search via shopping ads are keyword-based shopping campaigns that will promote your online and local inventory, boost traffic to your website, Amazon store, or local store, and find better-qualified leads.

Digilant’s best practices for using Shopping Ads
  • Competitive conquesting
  • Find local shoppers
  • Drive users to your site instead of 3rd party sites 
  • Highlight sales/promotions

4. Display, Native, and Video

Paid search can expand into display, native, and video with visually-driven advertising based on contextual and affinity targeting. This allows advertisers to drive awareness and reach across display, video, and native.

4 Ways Search can complement the programmatic display

As mentioned above, paid search complements your team’s SEO efforts wonderfully. Still, in the world of omnichannel customer journeys, all digital advertising efforts must work together to streamline and improve the customer experience. 

So if you’re already investing in programmatic advertising, you may be worried that paid search efforts will be duplicative or creates silos in your customer’s journey. However, we’ve found just the opposite when using both paid search and programmatic. Their efforts complement one another sufficiently to create a better omnichannel experience for shoppers, making for a more efficient digital advertising spend. 

Below we’ve outlined the top four ways paid search and programmatic complement one another:

1. Expand your media mix.

Today’s shopping journey doesn’t end when a customer exits out of a retailer’s website. Rather, consumers are browsing and buying across all forms of media – social, video, CTV, audio, and more. Advertisers need to understand that today’s consumer isn’t going to come to you, rather you need ot meet them as they browse. Any gaps in your media mix offer an opportunity for your competitor to sneak in and win that consumer’s purchase. 

That’s not to say you need to be anywhere and everywhere (there is such a thing as oversaturation, even in the digital world). But you do need to be aware of where the opportunity is and ensure you’re expanding your media mix to fill that gap. 

2. Offer a holistic approach.

Advertisers are experiencing stricter media budgets but are still under the same pressure to perform and prove ROI. This means that having a holistic understanding of where your media budget is being spent is more important than ever. Knowing which channel is driving which results will ensure resources are appropriately allocated. Paid search may work well for driving conversions, while programmatic display has improved your brand’s overall awareness. Having this insight across all channels ensures budgets, creative efforts, and time is spent accordingly.

3. Allow Advertiser to tell a cohesive story

Remember that saturated, competitive market I mentioned previously? With more competition and savvier shoppers, creating the customer experience consumers want is essential. Knowing what your consumer clicked on in a Facebook ad allows you to better target them with the same or similar products and offers across other channels, like paid search. 

Without a multichannel approach, you’re lessening your opportunity to move the customer down the funnel and also missing out on valuable impressions and data.

4. Easier to Optimize

The more data, the better. This adage perfectly sums up why programmatic and paid search work so well together. The more you know and understand about your consumer, the better conversations and interactions you can have. You can optimize towards channels they’re on during certain times of day, you can ensure your messaging is reaching the right audience on the right channel.

Why paid Search with Digilant

By working with Digilant, you are getting an expert team that knows the ins and outs of the search ecosystem. We pride ourselves on staying up to date with the newest technologies and solutions, so our team has weekly calls with each platform to talk about the latest updates, campaigns, and troubleshooting. 

At Digilant, we act as an extension of your team to reach your search goals. Our Paid Search team will provide a strategy based on your campaign goals and objectives to ensure you are on the right platforms to reach your goals. When working with Digilant, you receive: 

  • Preferred Google partnership
  • Eliminate channel siloes and inefficiencies
  • Fluid budgets
  • Transparent fee structure
  • Holistic reporting with superior customer service

Interested in learning more about our paid search solutions? We’re eager to talk about how we can help achieve your marketing goals. Let’s talk!

Using geo-location data to fuel paid digital advertising

As conversations regarding data and tracking continue to swirl within the industry, consumers have made one thing evidently clear: those that are will are willing to share their data want to do so if it makes their customer experience better. 

We’ve all probably experienced the user-end of this sentiment: being served an ad that has no relevance to our interests or previous browsing habits. Not only does this cause frustration, but on the advertiser’s side, it’s wasting precious paid digital advertising dollars

So, how can advertisers ensure they’re using data in a mutually beneficial way: improving the customer experience, which translates to more efficient ad spend? Geo-location data is an excellent place to start.

What is geolocation data? 

In simplest terms, geolocation data refers to the geographical location of a device connected to the internet. Most commonly, this data comes from a mobile phone or laptop but can also include intelligent speakers and fitness trackers. It is usually provided from a GPS satellite, cell tower, or IP address either in real-time or passively.

In-real-time geolocation data

GPS and cell towers allow advertisers to pinpoint a consumer’s current location. Consumer’s mobile phones and other connected devices give them the option to share their location data. If they opt-in to share, geolocation software can pinpoint their location based on these networks. This works exceptionally well in cities and more densely populated areas as there are many networks to more accurately pinpoint their exact location. 

Passive geolocation data​​

Internet service providers know a customers’ IP address which is generally connected to a physical location in their database. This gives advertisers the ability to target consumers generally based on the city or county they live in. It’s important to keep in mind that depending on where the data comes from and how frequently it’s updated will determine how accurate this source of data is.

How does this data help target consumers? 

Consumers have their phones with them pretty much throughout their entire day – as they are traveling to and from work, the gym, dinner, the grocery store, etc. For advertisers, the more data we acquire, the better user experience we can create. With the data, we can use paid digital advertising to target customers with ads relevant to their interests, hobbies, and shopping habits and where they are geographical. This can be done in two ways: geofencing and mobile location history. 

Geo-Fencing Options

Target users in a specific area

Geo-fencing is used when you have a specific address in mind where you would like to target users who are within a certain radius of said address. The address is plugged into Google’s API where we receive latitude and longitude coordinates that we can then target across display and mobile devices. 

This allows advertisers to set a specific radius around places such as stores, restaurants, fairs, or competitor locations to attract customers while they are within the vicinity to make a purchase. 

Mobile Location History

Targeting users who have traveled to a specific area (within a certain time frame)

Mobile location history allows advertisers to reach customers who have previously been to a specific location in the last 13 months or less (with a 7-day minimum recommended window). 

With this solution, advertisers have various ways to keep their brand top of mind with consumers who have previously been at their (or a competitor’s) location but haven’t made the return trip or purchase. 

Best Practices for Using Geo-Location Data

Our team is constantly uncovering new and creative ways to use geolocation data to fuel our client’s paid digital advertising effort. Still, three ways we see it used more effectively are events within the travel sector and in conjunction with audience targeting. 

Events

Event targeting allows advertisers to set a target radius around the physical location of the event to reach consumers attending the event. This allows the event hosts to inform attendees of special sessions or promotions they’re offering. But, it also allows local businesses such as restaurants, bars, and shops to promote their brand to consumers they know are close to their location.  

Over the past year, there have been fewer in-person events than in years before. However, advertisers can still reach audiences that have previously attended their event using mobile location history. 

For example, a client of ours attends a large industry expo every year in the fall, which historically drives a large portion of their revenue. In 2020, the event was virtual, and they reached out for help to stay top of mind with the decision-makers who customarily would attend the event. We used mobile location history to target consumers within the radius of the event in 2019 with display and video ads. So while consumers were sitting in their respective cities and states watching the virtual event, our client reminded top of mind and drove engagement.

Travel Industry

The travel industry has countless use cases for geolocation data. Just like with events, both geolocation and mobile history data can be used to target consumers. 

Hotels, airlines, amusement parks, and resorts can utilize mobile location history to target consumers who previously visited or traveled with them (or a competitor) in the last year but haven’t returned. This past summer, we’ve seen this as a very effective tactic as many people were looking for travel opportunities, especially domestically within the United States. 

Conversely, once those trips are booked, high tourist areas can use geolocation data to set a radius around their location to attract travelers to visit and shop with their brand. These consumers are likely looking to try new places, so they’re eager ot interact with a brand that stands out to them as they browse and research.

Layered Audience Targeting

As mentioned at the beginning of this blog, consumers are willing ot share their data to improve their user experience. This reigns true with location data as well. Just because a person is within the vicinity of your store doesn’t mean they are your consumer. 

Layering behavior, contextual, and other audience data with your geolocation data will ensure that your paid digital advertising efforts reach the audience most likely interested in your brand. This allows your brand to tailor the messages and ad formats even more precisely to what will resonate with your audience. 

Ready to Incorporate Geolocation into your Paid Digital Advertising? 

As people start venturing back to more normal routines in a post-pandemic world, geolocation data is an essential tool advertisers can use to keep their brand top of mind with consumers and stand out from the competition.

Digilant’s Geolocation Solutions

At Digilant, we create solutions across geofencing and mobile location history to fuel our clients’ paid digital advertising. With a team of expert strategists, we uncover the best options to reach your target audience with compelling, geographically relevant, targeted display and video ads.  

Interested in learning more? We’re eager to talk about your advertising goals. Contact us here!

6 Creative Tips to Optimize Your Digital Audio Advertising

The average consumer in the US now spends over 1.5 hours listening to digital audio every day. To put that number in perspective, when adding up all forms of media that consumers interact with every day, both digital and traditional, digital audio snags over 10% of the total. 

As advertisers are keenly aware, consumers constantly switch between media and channels to consume and interact with content. Knowing that digital audio is a constant (and large) source of content consumption gives advertisers a huge window of opportunity to reach consumers as they move throughout their day.

Additionally, we know the standing out in these crowded marketplaces is also a challenge. Whether display, video, or audio, differentiating your brand from your competitors with a timely, interactive, and personal advertisement is essential in today’s market. So, to help you get started when creating your digital audio ads, we’ve put together six tips to ensure your digital ads are optimized for the best consumer experience. Let’s jump in. 

What is Digital Audio? 

At Digilant, we define digital audio to include music streaming services (such as Pandora and Spotify), digital radio stations (Sirius XM), and podcasts. Every consumer has their preferred listening methods, so for a deeper dive into each of these channels and how advertisers can reach listeners, check out our blog post, Digital Audio Advertising Trends: Your Guide to Reaching Listeners in 2021 here.

6 Creative Tips to Optimize your Digital Audio Advertising

1. Ad Length

Although the 30-second audio spot is common, it may not perform the best for every advertiser. Shorter spots of 10-15 seconds can be a more effective way to hold listeners’ attention. Test out both lengths to see what performs best based on your goals.

  • Remember: keep your ad short and concise
  • Roughly 40 words for a 15-second ad
  • About 85 words for a 30-second ad

2. Call-to-Action

Every audio ad should include a clear call-to-action (CTA) within the first 10 seconds of the audio spot, but keep in mind that listeners are not always looking at the screen. They may be commuting, exercising, or working on another screen, so don’t rely on companion banners to drive traffic to your site and avoid words like “tap” and “click.”

When targeting a specific channel, such as smartphones, consider a mobile-specific CTA like “text for a coupon.”

3. Frequency

Audio offers a focused one-to-one connection; therefore, the frequency of your ad being heard is essential. You want your ad to be memorable but not annoying to the audience. A good middle ground is three to five times per week but obviously varies on a case-by-case basis.  Advertisers promoting a new brand or time-sensitive offer opt for a higher frequency, while longer campaigns and well-established brands might aim for a lower frequency. 

To eliminate the lift required to make these digital ads, you can repurpose current traditional radio messaging. This also helps create a more consistent message delivery across multiple media platforms. 

4. Keep your message fresh

Like frequency, advertisers need to keep in mind that the actual creation of the ad waivers on a fine line of memorable and annoyance. Use creative that is entertaining and uses your brand’s proprietary identifies, such as a jingle. 

Audio creative that a listener hears over and over tends to drop in performance. Swap in new audio spots every few months for longer campaigns and feature product releases or seasonal promotions. 

If you have the resources to create multiple audio spots, we recommend testing two or more and leveraging dynamic audio for more engaging ads tailored to the audience. This not only offers a better listening experience but gives you insight into what messages work best. 

5. Focus on a Conversational Tone

Streaming audio is a very intimate and personal medium, so the ad experience should be no different. Listeners are more receptive when brands use a conversational tone- as if you were speaking with the listener. By avoiding the hard sell sometimes associated with radio advertising, listeners will likely be more receptive to your message. 

To take the personalization up a level, dynamically inserted ads can be served across a range of verticals and targeted to a particular audience, time period, or reach and frequency objective. Target consumers based on content, daypart, geographic location, and other criteria.

6. Ensure Measurement 

The way people engage with digital audio is very different from visual media, so when setting audio KPI’s, ensure that you are quantifying success in a way that is appropriate to the environment. Some top tips to prompt success in your campaigns, create enticing offers that enable easy purchase decisions, such as: 

  • Sweepstakes & Coupon Codes, Social Integration through Photo Uploads and #Hashtags, Retailer Details, etc. 
  • Ask the listener to tap/shake to call, click for coupon, or text for more information.

Innovative Digital Audio Creative Types to Try Today

The popularity of digital audio will continue to grow in the coming years. Setting your brand up for success with this platform now will ensure success in the future. You may also consider some unique creative formats as you consider these tips for implementing when drafting and creating your digital audio spots. Digital audio offers many formats beyond standard spots. Consider some popular formats to help you stand out from the competition, such as:

  • Host Read Podcasts: Retarget users exposed to the audio ad.
  • Symphonic Ads: Dynamically update the background of an audio ad to match a music genre.
  • Voice Interactive Ads: Engage with the listener using voice commands.
  • Sequential Messaging: Use different ads placed sequentially in different ad breaks for compelling storytelling.

Digilant’s Digital Audio Advertising Solutions

Digilant’s Programmatic Audio Solutions allow you to reach your target audience while they are actively listening to thousands of pureplay streamed music & audio services, streamed terrestrials, and podcasts. We have strategic partnerships with the leading global audio providers, giving brands essentially unlimited reach with access to thousands of premium stations across the globe.

With a host of targeting solutions – ranging from contextual and geographic to genre and device type, we offer our clients flexible buying options: direct, programmatic, and marketplace. Additionally, partnering with Digilant, an omni-media digital advertising partner, creates opportunities for sequential messaging to retarget audio listeners with video, native, or display banners.

Interested in learning more about our digital audio solutions? We’re eager to talk. Contact us today.

6 Native Digital Advertising Formats

As advertisers look to combat consumers’ discerning attitudes toward digital advertisements, native digital advertising has been a favorite solution. Whether consumers feel that ads have grown too intrusive or they’ve taken the step to use ad-blocking technology, native digital ads work to combat these concerns while still achieving impressions, conversions, and other metrics. 

The growth of native advertising has been rapid. Between 2016 to 2020, native digital ad spend in the United States more than tripled. As advertisers quickly realized the success of native, they invested more media budget it’s way, leading to native accounting for nearly ⅔ (61%) of all display digital advertising last year. And, by the end of 2021, it’s projected to reach $57 billion

Whether you’re new to native digital advertising or interested in diversifying your native advertising with new formats available, we’ve broken down everything you need to know about this fan-favorite ad format.  

What is Native Digital Advertising?

Native digital advertising is a form of paid advertising created to look, feel, and function just like the content around it. Just as the name alludes, it is meant to natively blend in with the content around it. This happens in three ways: 

  1. Location: the ad is placed within the content
  2. Value: The ad is relevant like the content
  3. Design: the ad is formatted like the content

When using native ads, the creative pieces can actually be uploaded piecemeal as individual components and then are reassembled in the proper shape to match the format of the publisher content on the site. 

The options in creative imagery allow advertisers to choose from image, instant-play click-to-play play video, cinemagraph, or a carousel feature, appearing on multiple channels, publishers, and formats. A clean layout and relevant placement improve consumer experience and publisher performance.

What are the benefits of Native?

With over 20 billion native opportunities advertisers can take advantage of each month, there’s no shortage of opportunities to quickly take advantage of the benefits this platform provides.

  • Brand Safe: Although the digital advertising landscape has made great strides to combat ad fraud and brand safety concerns, they remain a top concern. When choosing native, because you’re choosing the content your ad appears around, it naturally creates a brand-safe environment.
  • Turn-Key: As mentioned above, with the right partner, advertisers can upload existing creative assets to then be turned into native ads. This allows for re-purposed content, less lift, and a quicker point of entry to use this format. 
  • Effective: Because native ads match the surrounding content, users naturally absorb the message. The ads are relevant to the consumers, which means they’re more likely to be interested in them. Consumers are overwhelmingly in alignment that if they’re interested in the content, they’ll engage with (or click on) it, no matter if paid or not. According to AppNexus, native ads are 8.8x more likely to be clicked on than regular display ads. 

6 Native Digital Advertising Formats

1. Paid Search

We’re all familiar with and have experienced this form of native advertising. Native paid search ads appear at the top of your search results when browsing. They’re considered one of the original forms of native advertising since they appear just as the non-paid search results. Only differentiated by the small, bolded “Ad” in the upper left-hand corner, they perfectly fit the form of the results page.

Native paid search keeps your brand topof mind as consumers actively look for your products and services. Additionally, it’s great to use for geo-located targeted campaigns.

2. Paid Social

This is another form of native advertising that we’re all probably familiar with and experienced personally. Native paid social ads are appear “in-feed” as consumers browse their social pages (different from In-Feed Native advertising, more on that next). These ads target consumers based on trending topics and their interests and appear in their feed alongside, and in the same format as the content they see friends, family, and other people they follow.

3. In-Feed

Just as native paid social ads appear in-feed as consumers browse, native ads are also be placed in-feed across other channels and environments. When referring to “In-Feed Native Ads,” its ads published across a list of pre-approved websites. These ads appear just as the content around it, other than an “ad” or “advertisement” label that will appear alongside it. When a targeted consumer clicks on the ad, they are taken off the publisher’s site to the brand’s landing page. This enables brands to show their content as consumers move across the internet and the customer journey. 

4. Sponsored Content

Native sponsored content also appears across a list of pre-approved websites; however, rather than appearing “in-feed,” these ads usually appear at the bottom of the right-hand column of a website. They allow for the same targeting as in-feed ads and also take consumers out of the publisher’s website and to the brand’s landing page when clicked.

5. Promoted Listing

These native ads only appear on eCommerce websites such as Amazon, Walmart, Target, etc. They show up exactly like other products or services that consumers see, just with an “Ad” connotation next to them. Like native paid search ads, native promoted listings meet your consumers as they browse and buy for your product or service. In highly competitive and saturated markets, these ads help distinguish your brand from the competition. 

6. Recommended Widget​​

Recommended widgets are one native ad form that strays from the idea of appearing just like the rest of the content on the page. These ads are integrated into the publisher’s content, and main paid, but the widgets do not have the same appearance as the feed. These ads are usually distinguished by cues such as

  • “You may also like.” 
  • “Recommended for you.” 
  • The sponsor name is placed after the headline or image
  • Brand name or logo, such as “Sponsored by Digilant.”

Incorporating Native into your Media Mix

Native digital advertising improves the website experience for consumers while also extending advertisers’ reach to high engagement creative types.  Advertisers are able to run the same creative unties across multiple exchanges and placements, saving them time and resources while providing a fresh, engaging ad experience for their audience. All in all, this leads to better campaign performances and engagement, helping support your brand’s overarching KPIs.

Benefits of Native Advertising with Digilant

Digilant is a premier omnimedia digital advertising partner that leads decisions with data. We dive headfirst into solving for our client’s goals which ensure the best tactics, channels, and formats are implemented to achieve your goals. When we see opportunities for our client’s to use native ad formats, these are some of the benefits you’ll experience when working with Digilant:

  • Single Platform Workflow: Easily activate native as a channel within existing campaigns, and leverage creatives across all compatible inventory.
  • Premium Inventory: Premium publishers that care greatly about creating a good user experience which means your native ad formats are incorporated seamlessly into the site. 
  • Omnichannel Insights: With your digital advertising all under one roof, you can easily generate audience insights across all channels with Digilant’s analytics tools. 

Interested in adding native advertising to your media mix. We’re eager to talk to you about how we can solve for your brand’s goals. Contact us here.

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