Tag Archives: Digital Advertising

Using What We Learned in 2017 to Plan for 2018

Using What We Learned in 2017 to Plan for 2018

One of the most exciting aspects of starting a new year for us is the opportunity to leverage the knowledge gained over the past one. 2017 brought about a lot of new changes, tools and trends in search engine marketing (SEM), search engine optimization (SEO), social media, and more.

The rise of accelerated mobile pages (AMP) for advertisements is particularly exciting, considering Google’s launch of a beta that enables businesses to point their mobile search ads to AMP-enabled landing pages. Using AMP landing pages proved so effective for advertisers over the past year that some e-commerce companies have begun to develop a complete AMP experience for mobile search audiences.

In keeping with this trend, Google worked toward opening its Purchases on Google beta in 2017 to simplify and accelerate the process of buying from product listing ads (PLAs). We are eagerly awaiting the results of this effort in 2018.

These trends are not surprising given the conclusion that many marketers and advertisers have come to the conclusion that mobile-based user searches are the way of the future. Now, more than ever, you and your business are missing out if you are not creating your ads, online experience, and other content to suit mobile users.

Another example of how to leverage the mobile usage trend is the ever-increasing use of mobile video – a tool whose views grew six times faster than desktop views in 2015. It’s easy to see that mobile video use is still on the rise if you simply glance at your Facebook feed. Chances are, you will find that 95% of it is in mobile video format.

Another important social media trend that we will be leveraging in 2017 is short-lived content. We noted in 2017 that Snapchat’s huge appeal was the fact that its content disappears – and in doing so attracted the important Generation Z audience, which is known for its much-maligned eight second attention span. With most modern audiences’ short attention span considered, this trend is precisely why we will be considering ways to make the most of creative and targeted short-lived content.

Also in 2017’s social media realm, we were intrigued by the fact that chatbot technology has become more sophisticated, as exemplified by Facebook. The social media leader has made an art of creating bot programs that provide users with news updates and personal responses in which readers cannot tell if they are talking to a human or a bot. Since this is truly the mark of a great bot program, we are exploring how we can use this tool to influence the purchases of products and services in a variety of industries.

The ultimate challenge for marketers in 2018 will no doubt be winning more business from the wildly effective interactive content trend. There’s no question that this type of content is more popular now than content that is just read. Buzzfeed’s “What City Should You Live In?” is a great example of how interactive content can engage multiple audiences. Chances are good that if you can think of ways to get readers to actively participate in your content rather than to just passively consume it, you will hit a marketing home run with a high return on investment. This type of content can include assessments and polls, as well as surveys, infographics, and contests.

2018 is shaping up to be one of the most exciting years ever in online marketing for DAS Group, as the tools we have to work with encourage us to be even more creative. We eagerly look forward to using all of our new concepts and creations to the benefit of all of our clients in a wide variety of industries. Call us today to discuss how we can help move your brand in the right direction!

Snapchat’s Ad Manager Gives Businesses of All Sizes Opportunities to Reach New Audiences

Reach New Audiences with Snapchat’s Ad Manager

With Snapchat’s announcement earlier this month that it is launching a self-service ad-buying system in June, small businesses now will have another digital option to reach their key audiences.

Called Snapchat Ad Manager, the initiative is Snapchat’s first effort to allow companies of all sizes to run campaigns and will be widely available in the United States, the United Kingdom, France, Germany, Australia and other countries. Now, smaller businesses can buy the app’s vertical video ads to drive app installs, obtain branded long-form video views, and prompt ecommerce click-throughs.

Adweek reports that Snapchat is rolling out Snapchat Ad Manager with 20 brands, including smaller players like online sneaker seller Goat, social app Mammoth Media, movie ticket app Atom Tickets and gift retailer Hollar.

It’s no wonder that Snapchat is trying to garner a share of the growing digital ad market for smaller businesses. More than 3 million companies advertise their business story on Facebook, many of which are not large brands. Millions more advertise on Google, which is also known for its substantive results for small businesses. However, the market share of those two digital giants might be challenged soon as companies like Snapchat move into their territory.

Hot trends in digital advertising for smaller companies over the next few years include:

  • Mobile – According to data collected by Biznessapps, a mobile platform for small businesses, nearly half of small businesses are expected to adopt a mobile app by 2017 or later. In fact, within 2017, it is predicted that mobile advertising will finally surpass desktop advertising due to the explosive growth of mobile device users.
  • Video – This trend is closely related to mobile. Video viewership on mobile has surpassed desktop viewership since Q1 of 2015, according to Invodo. Considered an excellent way to reach the highly sought after millennial audience, sharing video on Facebook, Twitter and YouTube is a particularly effective way to tell a brand’s story.
  • Live Video – This trend is considered largely responsible for Snapchat’s skyrocket rise. Facebook has reported that users watched live videos three times longer than those that weren’t live.
  • Native – Spending on native advertising hit the $7.9 billion mark in 2016 and is expected to grow to $21 billion in 2018, according to Business Insider. It’s also expected to spread even further across digital platforms. This is a result of consumers’ increasing distaste for overt advertising. It is estimated that more than 400 million mobile web users and 200 million desktop web users are using ad-blocking technology to restrict banner ads displayed on their devices.
  • Interactive Content – As consumers are bombarded by an estimated average of 5,000 advertisements per day, one way to break through the noise and capture the attention of a distracted audience is to personalize the ad experience by making it interactive. This is considered especially effective when targeting very specific types of users.
  • Data Use – Major platforms like Facebook and Google provide key metrics and data to all of their advertisers. This is vital to determine the success or failure of a campaign as well as key in providing important insight into the minds of consumers. Ultimately, leveraging data to perfect and correct the content being pushed out is the way to get the most out of an advertising spend.

Smart business owners will pay close attention to new opportunities in digital advertising, like Snapchat’s Ad Manager, as well as to the industry trends in play that can help them grow their companies.