Monday, October 3, 2022

Demo targeting

 Demographic targeting is defined as a type of marketing segmentation. Segments include Age, gender, family size, religion, ethnicity, education, and even income. The data from this can be segmented into different markets, which allows companies to accurately target consumers.

You can reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income. 

if you run a fitness studio exclusively for women, demographic targeting could help you avoid showing your ads to men. 

Most of the demo targeting will use AND-OR rules. 

So the demo targeting is Gender [F] And Age [13-21] 


For example, SAKA retail wants to sell Women's T-shirts for teenagers. 


Wednesday, September 21, 2022

DOOH vs OOH Ad Example

DOOH -  Digital out-of-home 

Digital Out-Of-Home (DOOH) advertising is defined as a marketing channel where promotional media is dynamically and digitally displayed in outdoor (out-of-home) public spaces.



Benefits of DOOH Advertising

Reach Larger Audiences. Consumers no longer rely on traditional media channels for their information.

DOOH Flexibility. Investing in traditional advertising can be problematic.

Become a Storyteller.

Cost-Effective Advertising.

Add to the Location.

Increase Engagement Through Connectivity.


Measuring impressions

The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Determining how many impressions a screen gets, however, is a little tricky. With online advertising, one appearance of an ad on one screen is likely to reach one person


OOH - Out of Home

Out-of-home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between


DOOH & OOH Example 


Netflix France - GIFs



Apolosophy - Shampoo



Pepsi Max - Unbelievable Bus Shelter


Timberland - Augmented Reality Campaign


Hjärtat - The Coughing Billboard


Class Spring/Summer









Monday, September 19, 2022

Prospecting Advertising Campaign

Prospecting. Ads are shown to new people who are most likely to engage with your brand and become your next customers. 


Retargeting. Ads are shown to people who visited your website but left without becoming a customer.




 

Retargeting Advertising Campaign

Retargeting refers to engaging audiences who have already interacted with your brand, to encourage them to take a desired action that may interest them, such as conversion. For example, customers might log in to your site and add products to their shopping cart, but leave without purchasing



The user enters your website and search, check details of the product or service but didn't buy OR book anything, and leaves the website.

Now the advertiser [Website onwer] runs an advertiser campaign to show the product/Service ad to the user on all the websites/channels/Social media etc.. where ever the user going/searching.



Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

Benefits of Remarketing

Remarketing Helps You Stay Connected With Your Audience.

Remarketing Offers Higher Conversion Rates [CTR].

Lower Cost Per Conversions And Higher Return.

Highly Targeted Ad Text.

Remarketing Allows You To Display An Effective Call-to-action.

More Conversions Through Testing!




Friday, September 2, 2022

Look Alike Targeting

 Look Alike


A lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers. 

For example there are 3 Users in the row. 


Usar A - Interested in Sports user and occasionally watch movies 

Usar BE - Interested in Movie user and occasionally watch Sports 

Usar C - Interested  in travel user and occasionally watch Sports


Now our campaign mainly targets Movie users. So we need to target User B since the user has the internet in Movies. Now we want to expand So we can target the similar intrested user. Now we can add User A also. Since user B mirrors user A interest. 





Similarly, user A liking all Sports pages and sometimes liking  Movie Videos and shorts. So we can consider User A is Movies look like the audience


Wednesday, August 31, 2022

SEO vs SEM

 SEO - Search Engine Optimization - Organic Search Result

Search engine optimization is the process of improving the visibility/quality and quantity of website traffic to a website or a web page from search engines.  SEO includes keyword research, link building, site audits, page optimization, rank tracking, reporting, and more



SEM - Search Engine Marketing - Paid Result

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility on search engine results pages primarily through paid advertising. 

Search Engine Marketing (SEM) Software is tool to help digital marketers optimize their paid search engine results to attract viewers, generate leads, and improve product visibility. 

SEM Platforms:

Google. Google Search Engine is the best search engine in the world and it is also one of the most popular products from Google. 

Bing. Bing is Microsoft's answer to Google and it was launched in 2009. 

Yahoo.

Baidu.

AOL.

Ask.com.

Excite.

DuckDuckGo.

Tuesday, May 31, 2022

CTV vs OTT vs Addressable TV vs Linear TV vs Non-Linear TV

Connected TV

Connected TV, or CTV, refers to any TV that can be connected to the internet. CTV is an internet-connected device a customer uses to watch TV/video content online. It could be a smart TV, gaming console, or some other sort of internet-connected device. CTV includes household and device-specific targeting capabilities.




OTT [Over-the-top]


OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. 


OTT is a common term used for gadgets and services that are used to stream videos, ads, and other digital content to the television (or computer, smartphones, and tablets/ipads). These devices are known as OTT devices and are the medium through which the streaming process happens.


The rise of Connected TV [CTV] and OTT [Over the top] has led to the phenomenon known as “cord-cutting,” which is the growing trend of customers canceling their traditional cable and satellite subscriptions in favor of only using these streaming or VOD formats. 


Addressable TV


Addressable TV works very differently from traditional TV advertising. Instead of selecting a network or program to advertise on, you select the household that you want to see your ads. You can choose your audience based on geographic location, demographics, or viewing habits.

Linear TV

Linear TV refers to a classic system when a viewer watches a scheduled TV program when it airs on its original channel. The viewer can watch content through an antenna or by paying for a cable or satellite subscription

Non-linear TV

These ads are overlaying the video content. Non-linear media is a form of audiovisual media that can be interacted with by the viewer, such as by selecting television shows to watch through a video on demand type service, by playing a video game, by clicking through a website, or by interacting through social media.

Nonlinear ads appear alongside video content, running concurrently without disrupting content playback. While we focus here on video ads, these can also take the form of text or overlays deployed directly over the main content stream, product placements within the content video itself, and so on



Addressable TV - ATV Advertising

Addressable TV is different than normal TV. Ads are targeted based on household-level data and segmentation to serve ads during TV programming. You used to see cereal ads in the morning while watching the morning news. 

Addressable TV is the ability to serve different ad content to different audience segments watching the same TV program on IPTV set-top boxes or connected TV sets, based on specific audience targeting.

With addressable TV, you and your friend could both be watching the morning news on the same channel.  However, your TV shows you an ad for mobile, because you have been searching for new mobile in online. While your neighbor is served an ad for Movie tickets based on their online and offline data.




Why is TV addressable?

Image result for addressable tv benefits

Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.

Addressable tv benefits

Addressable TV takes the tons of data that TV content providers collect and grants advertisers access to much more specific audiences. Demographic, geographic, behavioral and more complex data-matching through satellite, cable and IPTV delivery systems are just some of the ways targeting can be drastically improved.