3 Keys to Successful Digital Marketing

The current state of the consumer-brand relationship lends itself to digital marketing strategies that cross channels, devices, and audiences, analyzing performance in real time for constant optimization. When done properly, you’ll increase scale and decrease ad spend, promoting products and services on the digital platforms that will yield the highest conversion rates.

However, creating a successful digital marketing strategy is not easy. Without the help of an experienced strategist at a digital marketing company, implementing an effective strategy can be daunting and nearly impossible. Many brands blindly enter into a cookie-cutter strategy and end up throwing away their ad dollars on campaigns that don’t yield the results they originally set out to achieve. If you’ve ever asked yourself any of the following questions, it’s probably time to seek out help from a digital marketing company that can provide you with some answers:

  • “What  strategies are essential to achieving my intended marketing objectives?”
  • “How can I tell which tools are appropriate to solve certain problems?”
  • “What do I really need to get started, grow and develop my digital marketing strategy?”
  • “After having tested an initial strategy, how am I going to be able to fine tune my strategy so that the digital tactics that are ideal for my brand are implemented?”
  • “Where should I start, with all the information I have at my fingertips?”  

4 Essential Components of a Digital Marketing Strategy

Before diving into the three keys to developing a digital marketing strategy, it’s critical that you understand the essential components required to form the base of an efficient strategy. Every effective digital marketing strategy includes the following elements:

1.- A Defined Target
If you’re not clear on who you want your ads to reach, you shouldn’t bother wasting your ad spend on a digital marketing campaign without a clear objective. It may seem like a no-brainer, but many brands continue making the mistake of defining their total addressable market as everyone and anyone that they can reach.

The first step in creating any digital marketing strategy is to clearly define the audience you plan on targeting. Although marketing before the onset of the internet tried to reach as many consumers as possible with a single message via mass media channels like TV and radio, this will yield less than satisfactory performance and require an exorbitantly large marketing budget.

Technology and the way in which consumers interact with brands have changed, so your marketing strategy should too. You can no longer, nor should you, “use a sledgehammer to crack a nut.” Be certain that you dedicate time to clearly defining your buyer persona.

2.- Identify Optimal Channels
If you’ve determined who your potential customers are, it’s easier to identify  the types of media with which they’re most likely to interact. There are dozens of digital media channels: email marketing, social media, chat bots, landing pages, in-app, etc. Some are good for increasing conversions, others are excellent for generating engagement, and there are some that stand out for their ability to increase brand awareness. Regardless of which channels you opt for, implementing an omni-channel approach is essential to reach all current customers and uncover new leads.

3.- Gripping Creative
After deciding to who and where your digital marketing will be directed, you have to make sure that your creative grabs the user’s attention. Some advertisers think that it’s enough to simply put together a nicely written caption and add an image before publishing content. However, in today’s highly-saturated online ecosystem this couldn’t be further from the truth.

The overabundance of messages appearing across banners, search engines, and social networks forces brands to design creatives that will break through the noise and be noticed by their audience. To create a gripping creative it’s essential to:

  • Write attractive copy
  • Use appropriate fonts and colors
  • Design motivational calls to action
  • Choose pictures or videos that tell a story to which your consumer can relate

4.- A Programmatic Partner

After you’ve addressed the above components of your digital marketing strategy, you have to tie it all together and make sure that your campaigns are properly executed. The best way to make sure that the proper advertisements are arriving to the right people at the right time is undoubtedly through a programmatic ad buying campaign through a trusted partner like Digilant.
Having a reliable programmatic partner allows you to seamlessly implement campaigns with both incredible scale and precise targeting, all while guaranteeing transparent media buying, paying for impressions based on the ROI that they’ll yield.

3 Keys to Successful Digital Marketing

Having the above components will provide a structural base for your digital marketing, but if you truly want to compete and create a sustainable strategy, you and the digital marketing company with which you partner will have to do the following in your next campaign:

1.) Create Valuable Content
Your business relies on users buying their products and services in order to grow, but if you think that your leads are going to just directly input your URL into their search engine and begin browsing your products, you’re sorely mistaken. Today’s digital marketing strategies have evolved to implement content that drives leads down the funnel.

A complete stranger is delivered your content because it helps solve a problem that his user behavior indicated he might face. The content must then educate this user and spark an interest to seek out more knowledge, now considered a warm lead until he or she is further educated on how your product or services are a solution to their problems, becoming a customer.

Content marketing has become an imperative digital marketing strategy with nearly six time higher website conversion rates for adopters than non-adopters, and more and more marketers are catching on. According to the Content Marketing Institute, 70% of B2B marketers say that they are producing more original content this year than they had in 2016.

2.) Design with Mobile in Mind
Once you’ve created valuable content, you must adapt it for all media channels that your campaign will touch. Regardless of how niche the audience is that you’re trying to reach are, you can guarantee that most of them will be using a cellphone, 95% of users in the U.S. to be exact.

Mobile usage has grown and mobile commerce is becoming a vital piece to the digital marketing puzzle. are displayedcorrectly and loaded in the places where you have placed them. Whether designing for native in-app, banners, interstitials, or simply your website, your brand’s digital presence must be fully optimized for mobile in order for your campaigns and following ROI to be optimal.

One way to make sure of this is to design with a mobile-first mindset, meaning your creative and copy are initially made for mobile environments and then adapted for other devices.

3.) Make Decisions Backed by Data
One of the most common mistakes that many antiquated digital marketing companies fall into is making decisions based purely off of their team’s opinion rather than analyzing data on past performance to make better decisions moving forward. If you don’t have your campaigns tracked and haven’t set KPIs to assess them, your marketing will remain stagnant and your business will suffer.

If you’re to focus on only one of these three keys to digital marketing, your efforts will be best spent leveraging your data to drive these metrics. Combining first party data from your CRM and the third party data available to you when working with a programmatic partner like Digilant, you’ll have the resources to meaningfully segment your targeting and penetrate all necessary media channels for optimal results in your next digital marketing campaign.

Interested in putting these keys to digital marketing to the test in your next campaign? Learn more about how Digilant can help get you there here.

How to Become a Better Programmatic Marketer?


Programmatic ad buying has gone from being an advertising technology used only by the largest of businesses, to a key marketing tactic for any brand that wants to be seen and heard in today’s constantly expanding digital ecosystem. Despite its widespread prevalence, programmatic ad buying is an advertising practice that requires sophisticated training and knowledge to properly implement and get the most out of your ad dollars. If you want to plan and execute a programmatic ad campaign like a pro, you need to know what strategies to adopt, what trends and data to pay attention to and which metrics to follow to monitor performance?

Although programmatic ad buying campaigns can vary greatly in their tactics, with some aiming to amplify brand awareness, and others more focused on generating leads, a marketer that can develop a programmatic ad buying strategy that effectively reaches desired ROI while maintaining transparency is considered successful. Transparency refers to providing buyers with a clear view of the price of inventory purchased, the data leveraged to place their ads, and the environments in which those ads will ultimately end up, and being able to identify attribution.

How does programmatic advertising fit into an overall digital marketing strategy?

Whether you’re using digital media for direct acquisition or for brand awareness, if you’re still buying it traditionally, you’re letting go of opportunities to optimize your ad spend and maximize your total addressable market. In order to compete in today’s digital marketplace, integrating programmatic ad buying into your digital marketing strategy is a must.

In the broadest sense, programmatic is the automation of marketing activities, from the smallest programming of a post to implementing a highly layered real time omnichannel campaign. If you haven’t already dove into programmatic ad buying and are debating whether or not to get your toes wet, considering the following:

  • Would programmatic buying more efficient than how my brand is currently buying media?
  • Would programmatic buying be more transparent?
  • Would programmatic buying be more profitable?

How does the process of programmatic ad buying work?


The development of algorithms using data science driven technology that analyze the behavior of an individual user, is the driving force of programmatic ad buying, optimizing bidding in real time and reaching audiences composed of the users that are most likely to convert.

Businesses that bid for inventory through programmatic ad buying can compile an enormous amount of data that can become audience segments. The sooner you launch a campaign and the more time it has to gather this data, the sooner your programmatic ad buying platform’s data intelligence can strengthen your overall digital marketing strategy through more efficient targeting.

Learning about how programmatic ad buying can drive your digital marketing campaign is great, but it’s equally as important to know what’s underneath the hood. Purchasing programmatic ads involves the following systems:

1.) DSPs (Demand Side Platforms) facilitate the purchase of ad inventory and allow marketers to reach their target audience when integrated with a data management platform. In Today’s marketplace there’s a wide variety of DSPs available to brands looking to buy ads programmatically, and programmatic agencies such as Digilant who can manage your campaigns.
2.) DMPs (Data Management Platforms) compile and analyze massive quantities of cookie and mobile data that provide insights that help advertisers make better and more informed decisions. Generally the data sets with which DMPs work with are:

  • 1st party data: Data compiled directly from the advertiser; their website, social media platforms, email marketing and display campaigns, or their own CRM.
  • 3rd party data: Data compiled from external sources. The user data points generally consist of age, gender, social and professional interests, geographic location, and other interests or needs of the user inferred from their online behavior.

3.) For content publishers, SSPs (Sell Side Platforms) are essential in providing a source of revenue. This platform is where various types of online media manage their unsold ad inventory. Bidders using DSPs are provided with information on the value of the available inventory from the SSP with data on page visits, visitor demographics, number of pages viewed, and length of site visit.

Step by Step Process

It’s essential to know how to work with the data insights that you acquire through your DSP. Once you feel that you have a strong handle on the aforementioned elements involved in the programmatic ad buying process, you’ll want to launch your campaign on a programmatic buying platform.

Whether your campaign is managed or you opt for a platform with self-service, it’s crucial that you partner with a provider that has a great support team to help you through any challenges that you come across throughout your campaign’s operation.

As seen in the above infographic, the programmatic ad buying process can be divided into 5 steps:

  1. Picking: The starting point of any programmatic ad buying process, picking refers to the period during which brands define the inventory criteria that they’d like to set before moving forward with bidding. Regardless of the DSP that you opt to use, you’ll be asked for information surrounding your budget, target audience, and the KPIs you want to achieve.
  2. Matching: Now that the DSP system knows what type of inventory you’re looking for, it will search ad networks and buy audience data from various digital environments and match your ads with the sites and platforms that will best align with your KPIs.
  3. Triggering: Once a match is found, the ad is placed and waits for a trigger. There are various types of triggers, but all refer to an interaction with the ad creative,  whether it’s a click, a mouse-over, or simply a page view.
  4. Tracking: With the ad now visible and receiving engagement from users, data surrounding this engagement will be collected to provide advertisers with insights about how effectively the campaign is operating.
  5. Repeat: Programmatic ad buying is a cyclical process that repeats itself. Once you’ve launched your campaign and have had ample time to analyze its performance, the human aspect of programmatic must come into place. you will have to return to the starting point steadily. Being an automated process, the repetition becomes one more step, which the user assumes as natural and proper to the operation of this system of purchase.

Common Concerns of Marketers New to Programmatic Ad Buying

Programmatic ad buying was specifically designed to help marketers execute more scalable, efficient and precise digital campaigns, so why are some marketers hesitant to give it a shot?

There are several reasons why some brands don’t feel completely secure with implementing programmatic ad campaigns.

1.) Ad Fraud

In today’s digital ecosystem, ad fraud is a huge concern for programmatic marketers. According to a Wall Street Journal report, it’s estimated that more than a third of online ad traffic is fraudulent, meaning a third of ads won’t be viewed by an actual user.

However, with advances in programmatic technology fraudulent traffic can now be detected by analyzing user behavior. The most common forms of fraud come from bots that generate irrelevant clicks and falsifying user characteristics, and ad fraud comes in many forms, including:

  • Selling of inventory automatically generated by bots or background mobile-app services
  • Serving ads on a site other than the one provided in a Real Time Bid – or RTB request
  • Delivering pre-roll video placements in display banner slots
  • Falsifying user characteristics like location and browser type
  • Hiding ads behind or inside other page elements so that they can’t be viewed hindering a user’s opportunity to engage by frequently refreshing the ad unit or page

Fortunately, technology exists that combats ad fraud, tracking suspicious traffic and retargeting ads to user traffic with real potential customers that are most prone to convert.

2.) Viewability

As previously mentioned, a fraudulent ad will never be viewed by a real user, but beyond being seen by a human, what constitutes a viewable ad? The Media Rating Council deems a programmatic display ad viewable if at least 50% of the creative is visible to the user for at least one continuous second. This may sound like a non-issue, but viewability is crucial metric for any programmatic marketer. A study conducted last March found that 57% of ads served are not considered visible and that leads to wasted ad spend and diminishing ROI.

3.) Brand Safety

Companies like Integral Ad Science, that specialize in guaranteeing brand safety, have evolved to fully integrate their services to protect programmatic advertisers’ campaigns from operating in ways that can damage brand reputation. The main responsibility of these companies is to assure that ads across the digital ecosystem don’t appear in environments that could be compromising to a brand’s identity or mission.

It’s ultimately not worth the risk to invest in a programmatic ad buying platform if you aren’t able to guarantee that your ads will be displayed on secure media platforms, and more importantly, alongside relevant content with values congruent to those of your brand. Let this past March’s Google Ad Crisis be a reminder for all advertisers to prioritize brand safety.

Major Brands Relying 0n Programmatic Ad Buying for Results

Many brands today are decreasing their traditional ad spend or cutting it all together. In an interview with CNBC, Adidas’ CEO, Kasper Rorsted, stated, “All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately 1 billion euros to 4 billion euros and create a much more direct engagement with consumers.”

This decision marks an important paradigm shift for digital marketers. With the sheer quantity of online user behavior data available and a plethora of digital media channels on which to reach these users, today’s advertisers are positioned to create digital marketing campaigns with incredible scale. When combined with programmatic ad buying, this scale is effectively leveraged to target and uncover the most valuable users in real time.

Interested in unlocking data and uncovering your brand’s potential through programmatic ad buying? Learn more about Digilant’s solutions here.

The 7 Most Common Errors Programmatic Media Buyers Should Avoid

Many brands still don’t take advantage of all the possibilities offered by programmatic advertising, preventing them from increasing the profitability of their media buy and maximizing their ROI.

Instead, if brands leveraged the potential of programmatic advertising they could broaden their audience, reaching twice as many unique users, increasing conversions by more than 36%, and reducing CPA vs. traditional online media buying methods.

Analyzing Campaign Errors

Digilant analyzed nearly 500 programmatic advertising campaigns and identified the seven most common mistakes made by media buyers that hinder performance of their campaigns.

  1. Vague or overambitious campaign goals.

    Although digital marketing has become increasingly precise in its targeting, it’s still very common for advertisers to want to cover too many goals or KPIs at once with their programmatic investment. Advertisers should be clear in setting their KPIs to whether for example they are looking to increase brand awareness in a new market, drive online conversions or in-store traffic, or other goals.  That starting point is imperative, the advertiser’s target must be aligned with the most appropriate programmatic tactics, which will ultimately improve campaign performance and ROI.

  2. Failure to segment audience data using programmatic technology.

When provided with large volumes of user data, the possibilities of different types of audience segmentation are endless. There are about 200 individual data points associated with each online user, and by using dynamic programmatic reporting, marketers can create profiles that allow for real-time segmentation and thus increased performance.  To capitalize on this enhanced campaign performance, the audience must be segmented at several levels. With each layer, the objective is to filter and eliminate users that do not fit the target audience for that brand.

  1. Ranking users without considering their value.

By applying machine learning and using data from advertisers and third party data providers, it’s possible to determine the appropriate user profiles for the advertiser to target in real time that are most likely to convert. Skipping this step puts campaigns at risk for failure. After identifying users’ behaviors, predictive algorithms can be applied to determine the value of each profile and user in real time. Knowing the value of the user will allow the audience to be segmented efficiently and effectively, by focusing the campaign on the right users and increasing the investment on users who will be more prone to make a purchase.

After executing a campaign it’s important to reexamine consumer conversion data to optimize the effectiveness of future media buying actions, as brands can exponentially enhance the returns on their programmatic campaigns by knowing more about their user behaviors and attributes.

  1. Delivering the same creatives to customers and leads.

One of the great strengths of programmatic advertising is its predictive ability. It is possible to apply data science algorithms to find potential “new consumers”, not just recycle the same users gained through retargeting.

But it would not make sense to send the same message to the every user. It is necessary to personalize the messages directed to the different profiles that the campaign wants to impact, using technologies like Dynamic Creative Optimization (DCO) to optimize the ad investment. This level of customization is not done as often as it could be for programmatic campaigns, which can negatively impact performance.

  1. Low investment in attribution.

Insights gleaned from programmatic KPI metrics allow marketers to understand campaign performance at a level that is unmatched by other traditional channels such as print advertising or television. The added invested in attribution gives media buyers the opportunity to analyze the results beyond last click, which is a one dimensional view of online marketing and doesn’t allow for full funnel analysis.

Attribution allows you to understand how the media really affect results. For example, actions in the media may be linked to loyalty data or to credit card transactions; So by using attribution technology it is possible to measure the impact of a campaign or a channel on the final conversion of a new customer. In addition, advertisers can also analyze the impact of a campaign on the brand and the perception of users.

  1. Campaign reports are not optimized for future strategies.

Programmatic ad buying provides more metrics, information and data than any other advertising medium. Taking advantage of these real-time stats can help brands and agencies discover ideas that are not always intuitive to them and guide the strategy of their next campaign.

For example, a sportswear retailer may be focussed on targeting a totally male audience. However, a programmatic campaign using intelligence gained through data science could reveal that its highest performing audience is actually in the segment of women aged 25-34.

  1. Using the wrong marketing channels.

There are many ways to reach an audience programmatically — desktop, mobile, apps, video, native advertising, audio and traditional television, for example.

Each channel offers potential advantages and drawbacks that marketers need to carefully weigh when deciding where to allocate their ad spend. If the priority is to take a low-cost action with a quick return on advertising investment, it’s best to invest your budget in display. Video and audio justify the highest CPM if you pursue better brand recognition.

It is also important to keep cross-device segmentation in mind, as the average consumer connects to the Internet through five or more devices daily.

Programmatic ad buying relies on advanced data science solutions to provide marketers with a comprehensive understanding of their respective marketplace and at the same time gives them the tools they need to set out more precise guidelines for optimize advertising campaigns and increasing their ROI. However, many companies still treat their target audience as one large segment, often employing obsolete tactics without analyzing the consumer’s behaviors, interests and attitudes, to find the right segments within that large audience to target.

Advanced segmentation, especially adaptive segmentation allows you to identify the most essential existing audiences for a brand and uncover new key segments. It is as important to spend time with your media buyer to find the right tactics and channels for a programmatic campaign, as it is to learn from the results. The flexibility provided by programmatic advertising allows a continuous optimization during and after a campaign. The analysis and strategy prior, during and after the campaign will ensure that future media buys will have better results for the investment made

Summary 

  • Too many campaigns are executed without having properly analyzed the value of each user, which is essential to effectively segment the audience, thus improving performance: investment should be increased in clients more prone to conversion.
  • The second most costly error: do not apply algorithms or look alike models to find potential “new consumers” by recycling users gained through retargeting. The messages are not targeted to the different profiles that the campaign wants to impact, and the investment is therefore not optimized.
  • Unclear objectives, mistaken marketing channels, inability to identify adequate data layers, poor measurement of objectives and not optimizing the information obtained are other frequent mistakes.
  • Properly using the potential of programmatic advertising allows advertisers to broaden their audience, reaching twice as many unique users, increasing conversions by more than 36%, and reducing CPA versus traditional online methods.

5 Great Internet Advertising Ideas for Media Buyers

Have you thought about how to bring a new twist to your marketing strategies? We are in the middle of 2017 and everything has evolved, from buying ads on the internet to the media platforms on which they are displayed.

Think about social networks like Facebook or Twitter, do you think that you can comfortably master all the new features that have been introduced in the last few months?

You need to take a step back, take a look at your campaigns from last year and put several ideas on the table. Especially those that show your success stories and your failures. In doing so, you will be able to determine more easily what to replicate and what to change, and most importantly to focus on this second part.
2016 was a year full of advances, updates, new trends and new formats. It began with Snapchat and concluded with Instagram as one of the most powerful channels to purchase digital ads, also important were live videos and the power of content marketing.

All this means one thing: You have twice as many sources of inspiration for marketing strategies from now on, without losing your creative and personal touch.

There are different ways to define your ideal audience, new ways of buying ads on the Internet to reach your target, as well as many alternatives to understand each customer

Trends In Advertising And Digital Media Buying

Do you know how to shape your ideas so that they become more innovative?

1. The power of landing pages

There is no doubt that landing pages have become one of the most popular marketing lead generation tools in recent years, in fact  Search Engine Journal data reinforces this idea.

According to their report on ‘the state of digital marketing,’ the content advertisers see as most successful are ebooks and whitepapers. And perhaps your media buying strategy should also include these kinds of tactics.
If you ask yourself what is the relationship between landing pages and digital advertising, you must first understand that the landing pages are the key to accessing any content. And, in fact, it is one of the most powerful tools when it comes to capturing leads.

Landing pages use highly persuasive elements, amongst them social influencers, customer testimonials, and copy oriented towards conversion. And, therefore, even with time, landing pages tend not to go out of fashion nor lose effectiveness in any of the stages of the conversion funnel.

2. Outstream video

 Not all marketers or advertisers knew or used this advertising format a year ago. However, today, 77% of organizations say that buying outstream videos ads will be crucial to media buying strategies.
Its rapid rise to popularity has a lot to do with annoyed Internet users, competitive advertisers, and publishers looking to generate revenue. But, what exactly does this advertising format refer to?
Outstream video is an advertising format that allows publishers to display video ads outside of real video players. For example, in text line breaks or in the corners of a web page.  Videos are either shown before the actual video content started or during the video content transmission, inside a player.
Issues resolved by outstream ads
Outsourcing ads are here to stay, basically because they solve problems like the following:

  • Allowing publishers to monetize their ads.
  • Reach increase. Brands can now reach audiences on websites beyond YouTube. They can also ensure that your videos are actually viewed, since outstream ads only play when they are in sight of the Internet user.
  • They are not annoying since the user can ignore them. While these videos are intrusive in the sense that they can disrupt your reading experience, the user also has the ability to ignore them.

That is why the purchase of ads on the Internet using this format is booming.

3. Using Snapchat Advertising

Snapchat launched two major advertising innovations in 2016. Therefore, it is worth trying to buy Snapchat ads, to increase your visibility.
That said, Snapchat is not a suitable platform for all brands. But you probably already know that. It is geared more towards a younger target and towards more informal content. However, there are many opportunities to buy ads online for any brand that wants to gain ground here as well.
In fact, while 85% of Facebook videos are consumed without sound, 60% of video ads in Snapchat are viewed with audio enabled. And this is more of an advantage for your business:

  1. In Snapchat your ads will not have as much competition

Currently, most brands are buying ads on social platforms like Instagram, Facebook or Twitter. Keep in mind that the more advertisers that focus there, the more inventory they leave for others on the other platforms.
You need to get the attention of your target audience and probably Snapchat is one of the best choices for a younger user. Therefore, advertising on Snapchat will probably double your likelihood of conversion.

2. You will gain visibility into new audiences

Millennials move through all networks, and although this may be advantageous in several cases, buying ads to reach them can sometimes be complicated.
However, advertising with Snapchat is a good choice for those who want to catch their attention, because they are one of the main targets of this social network.

3. Snapchat is not like other social networks

It is not just a chat, but it is also not just a visual platform either. Snapchat is the pioneer in introducing content that disappears which has become a growing trend. And even though Instagram, Facebook and WhatsApp have also incorporated stories, the way users connect through Snapchat is still different.
In fact, it can be said that it is more authentic, or so many of its users perceive it. And, even though Instagram has also included filters, Snapchat still has an advantage with its more varied and well-known ones.

4. Live broadcasts

One of the hits of 2016 has been live videos. Youtube was the real sensation in the video world since its inception. However, over time, some competitors have been gaining market share.
Why? Video streaming platforms have emerged in real time such as Periscope, Facebook Live and now Instagram – the new kryptonite for millennials. 
In addition, Twitter has also invested in streaming and the advertisers have already tried it. Or have not you noticed how brands also broadcast events, meetings or live moments? The purchase of live ads on social networks has taken a turn in this trend.
In fact, as soon as some aspects like the quality and speed of videos are improved, people more people will connect. And it’s the users who claim they prefer live videos. They generate much more confidence and make everything more human. In a live broadcast there is no possibility of error: what you see is what you get, therefore it increases credibility.

Suitable content for live videos:
If you have just started with live broadcasts, you will first need to brainstorm what content to generate. Which are more related to your brand. These could include:

  1. How-to: Why not use this format for users to learn about certain products or services? Bare in mind that there is no better publicity than the one that is made live, where there is no room for error.
  2. Questions and answers. If you want to reinforce, even more, the engagement with your users, you can try interviews with experts or professionals from certain sectors.
  3. Events. Use this format to show events you have organized.
  4. Behind the scenes. It is one of the users’ preferred type of content.

The most important thing is that you do not forget to announce your live broadcast before launching it. If you want to make sure that users do not miss it, you have to announce it buying ads to promote your event, this way you will maximize your potential audience, and it will also be the perfect opportunity to make a first impression.

5. Retargeting

You hear a lot that nobody likes retargeting ads, they say it is annoying and ineffective. Well, it is not true. In fact, data from the Search Engine Journal study ensures us that 91% of experts use retargeting because of their high effectiveness rate. 

With retargeting, you can target the purchase of your ads online depending on your audience tastes,  since you will be tracking their online behaviors and preferences, the user will be shown 100% custom ads.
Digilant is part of ispDigital, a group of technology companies that offer marketing services and innovative solutions to help brands reach their marketing objectives. Digilant is a programmatic buying and services company that helps advertisers gain visibility and maximize results.

3 Key Elements to Successful Digital Media Buying

Regardless of the marketing strategy that a company may have in place, there are key elements to buying digital media that all brands should take into account.

However, before jumping into the elements of successful digital media buying, there is one aspect that must be worked out: defining your campaign goals. One of the biggest mistakes marketers make with any marketing campaign is trying to manage to several goals at the same time.
Digital MarketingWhile it is true that all brands aim at varied objectives and want to solve different issues, you must learn to prioritize. The important thing is to maintain a hierarchy of objectives. If you have limited resources, as is often the case, it is essential to focus efforts on the main objective, and spare no effort in trying to resolve other less relevant issues.

But it is important to understand that your target audience uses multiple channels to gather information and make their decisions. Therefore, the best strategy to reach your audience is to expose your brand to all the channels and during different stages of the buying process.
According to eMarketer, successful advertisers are investing half of their budgets based on the basic elements of digital media buying strategies. In fact, the purchase of digital media accounts for 44% of all advertising budgets.

If anything has become certain in the constantly evolving world of digital marketing, it’s that if advertisers want their campaigns to be effective and achieve their objectives, they need to understand all the key elements to buying digital media

What Are the Key Elements to Buying Digital Media?

The issue lies in defining the steps to purchasing digital media. Different variables must be taken into account:

  • What is the best fit for your brand?
  • Where is your audience?
  • What is the best channel or tactic to strengthen the concrete strategy you have already defined?

Would you know where to start? The following points that we will cover are the three main elements to buying digital media that you should keep in mind.

  1. Get to Know Your Audience

target marketing

Every digital marketing campaign is unique, each with its own strengths, weaknesses, goals and target audience. For this reason, it’s very important to know your brand’s audience well, in order to be able to execute each of the elements of a successful digital media buy. And, above all, to do it in a way that helps to grow your business.

Knowing your users will help you discover the media they consume. To achieve this, consider the following factors:

A. Identify your target audience

Who are you trying to reach? Who is your target audience? Create a profile that reflects the user you are trying to reach and impact. The main ‘consumer persona’ of your brand.

Recognizing and building a profile of your potential audience is basic. And, of course, it implies the identification of the demographic profiles, income, Internet browsing habits and overall digital behavior of your users.

It is important that you know the behavior of the audience you are going to target. It is one of the keys to building a better digital media strategy. Otherwise, you run the risk of your investment being unsuccessful.

B. Know your ecosystem

Once you’ve identified your target audience and have studied what profile you are looking for, the location you need to focus on, as well as knowing which audience will best respond to your product, then it is time for you to understand your ecosystem.

This means that you have to go beyond mere profile data. For example, if you need to buy advertising space for car insurance, you can target younger car users living in large metropolitan areas. For that you may be interested in evaluating elements such as the following:

  • Are low-end or high-end car models more attractive?
  • Perhaps driving classes have the most demand?
  • What about driving schools?
  • Or, perhaps, users prefer to find car accessories?

If you discover the interests of your target audience, you will probably also find brands that you have never considered competition before. But they really are. This process is part of the “out of the box” thinking, vital to defining the key elements to buying digital media, and in this case, identifying your real competition.

Having as much information as possible about the competition will help you explore your own elements to buying digital media. That way you’ll know what works best for your audience. What happens to be your potential audience. To analyze your competition, you can start with the following questions:

  • Creative designs and ad types:
  • What do the the banners and landing pages of your competition look like?
  • Does the competition use a specific color scheme that works better than another?
  • Are their designs clean and clear or are they elaborate?
  • What types of ads and specs seem to work best for competing brands?
  • Do they adhere to their own brand image or do they try to adapt to the publication’s?
  • Offerings: What type of calls to action (CTAs) do they use?
  • Do your competitors provide discounts or free products?
  • How do they describe their offers?
  • Website: What types of websites does your competition use to reach its target audience? Following the above example, they could focus on writing blogs about high-end cars or about tricks for car care, for example.
  • On the prevailing website for your competition, where do they publish their ads?
  • Do they run their own ads or are there mediating agencies that complement this process?

Once you have a deep enough understanding of your audience’s ecosystem and competition, you’ll be closer to optimizing the elements of your media buying strategy

  1. Creativity and Diversity of the Digital Advertising Ecosystem

The second key to effective digital media buying is to take into account the diversity of the digital advertising ecosystem and not focus all of your resources on the same channel.

There’s a huge variety of digital platforms on which you can advertise. From email to social media, radio, television, influencers … Why limit yourself to only advertising?

Your goal should be to spot the platforms with the best rates and preferred locations of your audience. Only in this way will you increase the positive results of the investment you make.

Types of digital media:
One of the key elements to building a cohesive digital media buying strategy is to understand the different tactics within Earned, Owned and Paid Media.
paid earned owned

  • Paid Media. Media in which you have to invest a certain amount of money to achieve your goals. It would be the closest example to traditional advertising in mass media, but now refers to digital platforms. From the social media platforms themselves to digital advertising banners, there is a wide variety of formats included the paid media category.
  • Owned Media. Media that is owned by your brand. These are the channels through which you communicate with your viewers, users or subscribers. The company has the power and the exclusivity to publish on those channels.
  • Earned Media. It refers to the recognition you get in certain spaces after a job well done. The media wins are the most complicated to earn but are the ones that give the best long-term results.

The use of each type of digital media offers different benefits. Therefore, a good choice of channels in which to interact with your users is key.

  1. Choose an Appropriate Media Buying Solution 

The third key element to buying digital media is to have a tool that allows you to control all the elements of the process. The purchase of digital media would be impossible without taking advantage of the potential of advertising platforms such as Digilant.
Campaign optimization is an ongoing process. And, therefore, the fact that something works once does not mean that it will always work. That is why it is fundamental to take care of all the factors that are dependent on you. Some of the most important factors are:
media buying solutions
Creative message.
Adequate budget. There are several ways to fix it. From the percentage of net sales to what you can afford.
Measure everything. Make sure you have developed processes that allow you to identify what type of advertising medium and channels are generating the best results.

Partnering with a suitable platform is the main element to the digital media purchasing process. Obviously, it must be accompanied by the two previous ones. If you do not know who you are targeting, it will be difficult for you to have an impact. And if you do not know the different types of media, it will be difficult to take advantage of the choices available. But a poor choice of a programmatic platform can reduce the effectiveness of your overall campaign strategy.

Digilant can help you with a managed service or self-service programmatic platform solution. Allowing in both cases to handle digital advertising campaigns using real-time bidding (RTB) across all channels.

Digilant also offers multiple easy-to-use automation and data analysis tools. With them you can focus on managing the key factors that affect your campaigns. Do you want to implement these 3 elements to successful media buying?

Digilant Awarded Best Use of Big Data for Their Consumer Persona Product at The 2017 MITX Awards

Celebrating Data Science, Marketing and Programmatic Innovation with a win at the 21st Annual MITX Awards

BOSTON, May 30, 2017 /PRNewswire/ — Digilant has been selected as a winner in the category of Best Use of Big Data at the 2017 MITX Awards for their Consumer Persona Product.

The MITX Awards show is the largest and most prestigious annual awards competition in the country for technology and digital innovation. The categories in this year’s program showcase the disruptive marketing, creative, and emerging technologies happening in New England. Winners were announced in 24 categories at a sold-out event held on May 25th at Royale Boston.

MITX Award 2017 - Company Announcement EmailDigilant’s Consumer Persona is unique in the programmatic advertising industry in that it curates online data of consumers that are actually engaging and converting, uncovering REAL customers and creating unique data segments, based upon each advertiser’s individual data signals.

“At Digilant we’ve listened to our clients and appreciate that it is not enough to just develop complex programmatic algorithms,” said Adam Cahill, President of Digilant US. “In the digital advertising ecosystem, a large chunk of the value of the data being produced is lost because it is not translated into a format that clients can experience and use. We came up with a satisfying visual output that was a real representation of the intricate nature of our client’s data.  This output is focused on three of our advertisers’ main business objectives: Performance Lift, Reach (new customers), and the Discovery of New Audiences.  We are honored to have Consumer Persona recognized by the New England digital technology and marketing community.”

“This year’s entries exemplified the curious intellect that drives innovation in Boston,” said Amy Quigley, President of MITX.  “It was an exciting evening marking 21 years of creativity and industry leading ideas in technology. I was overwhelmed by the energy.”

For the complete list of winners and other information please visit the MITX Awards Website.

About Digilant
Unlock Data. Uncover Customers.
Digilant offers programmatic buying solutions and services designed for independent agencies and brands that are increasing their programmatic spending. Using data science to unlock ‘new’ automated buying strategies, Digilant enables brands to uncover proprietary and complex audience data that gives them the actionable intelligence they need to compete across every important media channel.
Digilant is an ispDigital Group Company. For more information, visit us at www.digilant.com or follow us on Twitter @Digilant_US.

About MITX
Inspire. Connect. Provoke.
For the restless companies that comprise the Massachusetts technology and innovation eco-system, MITX is the ultimate resource: inspiring members with progressive thinking, meaningful connections and provocative conversation. Celebrating 21 years of connecting tech and innovation professionals in New England, MITX is a dynamic community of more than 7,500 thought leaders and collaborators in search of insight, education and opportunity. MITX is headquartered in Boston, MA. For more information, visit mitx.org.
CONTACT: Karen Moked, 844-344-4526 x754, Karen.Moked@digilant.com

The Future Of Media Buying Is Not Programmatic But Customatic

From Off-The-Shelf to Personalization

Personalization is the challenge that the majority of marketers face in the marketplace today.  But the many providers out there competing for your marketing dollars are still only offering a selection of off-the-shelf solutions, as they attempt to keep their own costs down.

Everyone has access to the same data and the ad-tech ecosystem is overgrown with platforms that offer no great distinctions.  The savviest of advertisers have advanced and are demanding control and customization from their programmatic advertising campaigns and they expect their suppliers to make the same leap.

Until now, the focus has been on developing advertising technology in silos in order to sell media services. But, as the technology efficiencies are maximized and commoditized, the focus shifted to unlocking value by leveraging assets that go beyond core capabilities. The best ingredient that is often left unexplored is the advertiser’s own data.

1st and 2nd Party Data

data driven programmaticThe most import and recent evolution in programmatic is the ability to use 1st party data (connecting CRM data to an advertiser’s media buy). To do this, independent data on-boarding service providers like LiveRamp and DataLogix are used to translate offline data signals to a digital user ID, so that programmatic companies like Digilant can now use off-line data in online media campaigns.

2nd party data, acquired through exclusive relationships with data providers, who do not sell their data in the open market, have also opened new opportunities for marketers who don’t want to buy the same 3rd party segments as their competitors. Programmatic providers can enrich an advertiser’s 1st party data or directly activate 2nd party data. Companies like Digilant are in a unique position to provide data intelligence to help advertisers make that data actionable.

Every Aspect of Programmatic is Custom

With all the effort, platforms, people and cost involved in executing data driven programmatic advertising, the recipe for success is not pre-packaged.  Marketers now expect that every aspect of programmatic can be customized — from funnels and segmentation to AI models, creative, and cross-channel messaging strategies. Instead of pushing products, platforms and data – the future for programmatic companies is personalization, resulting in a solution for marketers that is Customatic.

JPMorgan Chase Combines Human & Programmatic To Do More With Less

By Andrew Romano

From Advertising on 400,000 Websites Down to 5,000

A few weeks ago, digital advertisements for JPMorgan Chase were appearing on about 400,000 websites a month, using the most popular digital advertising strategy – spray and pray.  In a 30-day period, of the 400,000 web pages JPMorgan’s ads showed up on, only 12,000, or 3 percent, led to some activity beyond an impression. Now, after extensive consumer research, JPMorganProgrammatic Targeting decided to limit their display advertising reach to 5,000 websites. And the results are interesting, the company is seeing very little change in cost of impressions and overall visibility of its online advertisements.  So rather than relying on the strategy of buying more cheap inventory on non-relevant pages, they decided to hand select sites by creating whitelists, where they were more likely to find engaged consumers.

JPMorgan’s impression downsizing also emphasizes general skepticism marketers have towards the evolution of digital advertising and the importance of carefully controlling a brand’s online presence. As brands become more aware of hazardous content like fake news sites or disturbing and disrespectful YouTube videos, they realize that their online presence needs to be monitored to maintain their reputation as well as the right level of ROI for their investment.

A Combination of Human and Programmatic

Programmatic Automation
As automated technology becomes more advanced, programmatic advertising experts like Digilant need to use all of the trillions of data points available to find real value for their advertisers. Although it may seem as if greater reach also equals higher likelihood for conversion, it all comes down to the old saying, “location, location, location.” Whether your campaign is targeting desktop, mobile device’s, geographical location, or demographic preference, it is crucial to place ads on pages that are appropriate for your brand but also in places where you are more likely find engaged digital consumers.

In JPMorgan’s case, they “human-checked” each YouTube channel and web page they wanted to target based on consumer research. Digilant offers a similar human approach to programmatic with very hands-on service allowing advertisers to customize their marketing strategies and approach to programmatic, in order to compete in a very crowded digital buying marketplace.

Customers look different along the sales cycle. Advertisers with growing budgets in programmatic, more than anyone, need help making informed decisions on activating effective advertising using the complicated signals coming from a sea of digital data. Digilant’s unique approach is to tailor and adapt all the signals so that they can be impactful to any advertiser’s business. Using JPMorgan’s case example, advertisers can recognize that it is not only important reach more potential consumers for the lowest cost but it’s equally essential to control advertising placements to secure brand safety while optimizing their ROI.

Like what you see? Join the 500+ clients that have partnered with Digilant.