Things To Think About In Display (Mediapost 4.25.12) 0
There are lots of options facing an online marketer when it comes to display advertising. Contextual targeting, data targeting, behavioral targeting, re-targeting, dynamic creative – there are so many options, that one can quickly and easily become overwhelmed. The truth is there are some simple considerations you can use to evaluate, prioritize properly, and engage in a successful display campaign.
The first consideration is measurement, and finding the right balance between ensuring your ads are viewable, your metrics are clear, and there is an adequate attribution model in place. You need to enter into a campaign knowing what your key metrics for success are going to be, and you have to establish the infrastructure so your ads will be optimized for success. That means making sure you get the most bang for your buck. Your ads should be verified as viewable, and you need to know the right value that should be placed on each successive impression. I know that attribution is a touchy subject right now, and the industry is not yet standardized in any way, but that doesn’t stop you from testing out a theory you create and sticking to it. As long as you know there is a value in each impression, you can start down the path of attribution, and that can be valuable. If you set this measurement infrastructure from the beginning, it will help you to prioritize your options at every stage of the campaign.
Related to the topic of viewable ads is inventory quality. The quality of the inventory refers to the context and the audience that will be shown the ads. There are many tools and services you can integrate into your campaign to ensure that your ads will be running on quality inventory, and the right partners you are evaluating will be comfortable with those tools, and they may even offer them for free. If a publisher or technology is not familiar or comfortable with services like Double Verify or other brand safety companies, then you should de-prioritize them immediately.
The inevitable element of a discussion around online is data. Specifically, making sure you are using the right data. There are lots of ways to access data and integrate it into your campaigns, but you want to partner with the people who have the most data, the most recent data and the right data for your campaign. Recency and volume are the two biggest criteria when you select a data partner because you want to be able to test out different kinds of data and find the right solution. I can pretty much guarantee that the first attempt won’t work, so patience is important, as well as time. You can make it work over a couple of weeks if you have the right partner.
The last thing to keep in mind is that your campaign will be highly dynamic. What works now, may not work later, and that means you have to have your partnerships open and ready to go. Be constantly evaluating your campaign and don’t put anything on auto-pilot. Know that you are going to see fluctuations in your campaign, and that means you need to give it some love.
What other components do you feel are good advice for those engaging in online display campaigns? Share with us on the Spin Board!
9 brands taking Pinterest by storm 0
Unless
you live under a rock, you’ve already heard something about Pinterest, the
remarkable social community built around virtual bulletin boards of photos,
videos, and content that members find online. Perhaps the most fascinating
thing about Pinterest is that its growth hasn’t been driven by Millennials or
Techies or any of the usual suspects. Nielsen reports that 23.7M U.S. uniques
visited Pinterest in February, more than double the traffic
from just two months earlier. Further, Nielsen reports that more than 70
percent of the uniques are women, and that the highest penetration is among women
age 25 to 34.
you live under a rock, you’ve already heard something about Pinterest, the
remarkable social community built around virtual bulletin boards of photos,
videos, and content that members find online. Perhaps the most fascinating
thing about Pinterest is that its growth hasn’t been driven by Millennials or
Techies or any of the usual suspects. Nielsen reports that 23.7M U.S. uniques
visited Pinterest in February, more than double the traffic
from just two months earlier. Further, Nielsen reports that more than 70
percent of the uniques are women, and that the highest penetration is among women
age 25 to 34.
With
all that traffic and passion, it’s natural that brands are jumping on the
bandwagon in some interesting ways. The key to Pinterest is to communicate the brand’s
broadest essence and mission. It is about a lifestyle and a universal promise.
It’s not a place to shill but rather to celebrate, share, and educate with
people on both an emotional and rational level.
all that traffic and passion, it’s natural that brands are jumping on the
bandwagon in some interesting ways. The key to Pinterest is to communicate the brand’s
broadest essence and mission. It is about a lifestyle and a universal promise.
It’s not a place to shill but rather to celebrate, share, and educate with
people on both an emotional and rational level.
Here
are nine examples of brands pinning their way to success.
are nine examples of brands pinning their way to success.
1.
Nordstrom
Nordstrom
For a retailer like , where the brand is about more than the sum of its racks, Pinterest offers a
tableau to mix signature goods with occasions, lifestyle topics, and style
lessons that are both entertaining and gorgeous. This is a fairly selly
Pinterest experience, but it “works” in that it feels more “experiential”
than “online store.”
tableau to mix signature goods with occasions, lifestyle topics, and style
lessons that are both entertaining and gorgeous. This is a fairly selly
Pinterest experience, but it “works” in that it feels more “experiential”
than “online store.”
2.
Michael’s Craft Stores
Michael’s Craft Stores
I learned about the from a crafty friend who positively oozed appreciation for the brand’s
presence. Crafters love new ideas, and they like showing off the beautiful
things they make. Michael’s has created a brand experience that leverages that
combination of voyeur and exhibitionist in every crafter, showcasing amazing
creations from across the web organized by season, craft, color, occasion, and
more. And what do you know, you can recreate most of the examples with stuff
from…Michael’s!
presence. Crafters love new ideas, and they like showing off the beautiful
things they make. Michael’s has created a brand experience that leverages that
combination of voyeur and exhibitionist in every crafter, showcasing amazing
creations from across the web organized by season, craft, color, occasion, and
more. And what do you know, you can recreate most of the examples with stuff
from…Michael’s!
3.
Middle Sister Wines
Middle Sister Wines
It’s anything but always “Marsha Marsha Marsha”
with the Pinterest presence from this enchanting emergent
brand. No Jan Brady
defeatism here. Rather, gives us an incredible exploration of the “sisters” themselves, their
lives, their loves, and their distinct flavors of philosophy light. It’s an enchanting
branding concept, and Pinterest expression.
4.
The Today Show
The Today Show
Pinterest feels almost tailor made for a media brand with an
incredibly broad and eclectic range of topics. presence features like “Anchor Antics” are juxtaposed with style,
health, and food in a strong visual expression of the program. And it’s
defintiely not all straight up show content, as features like Hoda’s “Favorite
Things” broaden the essence of this quintessential lifestyle brand. Strong
followings for many of the content types attest to broad appeal and careful curation.
Good art direction too!
incredibly broad and eclectic range of topics. presence features like “Anchor Antics” are juxtaposed with style,
health, and food in a strong visual expression of the program. And it’s
defintiely not all straight up show content, as features like Hoda’s “Favorite
Things” broaden the essence of this quintessential lifestyle brand. Strong
followings for many of the content types attest to broad appeal and careful curation.
Good art direction too!
5.
AMD
AMD
All
things geek is the Pinterest theme for the world’s other processor
maker. From product information to geekchic fashion and an homage to the mouse, sets the standard for informing and entertaining techies “in the know.”
This is probably a great way of connecting with the sort of people who can see
beyond the Intel Inside marketing juggernaut and recognize the excellence of its
products.
things geek is the Pinterest theme for the world’s other processor
maker. From product information to geekchic fashion and an homage to the mouse, sets the standard for informing and entertaining techies “in the know.”
This is probably a great way of connecting with the sort of people who can see
beyond the Intel Inside marketing juggernaut and recognize the excellence of its
products.
6.
Kodak
Kodak
It’s
a bit of a no-brainer for a photography company to be on Pinterest, right? But
I really like what they have done. First, the page is tied to a person, chief
blogger. Second, this incredible collection of photos old and new connects the
viewer to the heritage of the brand as well as its new products. It’s more about
the result than the means, which is quintessential Kodak brand.
a bit of a no-brainer for a photography company to be on Pinterest, right? But
I really like what they have done. First, the page is tied to a person, chief
blogger. Second, this incredible collection of photos old and new connects the
viewer to the heritage of the brand as well as its new products. It’s more about
the result than the means, which is quintessential Kodak brand.
7.
Lilly
Pulitzer
Lilly
Pulitzer
I
can’t quite put my finger on why I like ‘s presence so much. Perhaps it’s because it seems to
capture the essence of carefree leisure, which is the root of the mark. I also
like the feature “Lilly makes me feel…” — a UGC effort in which
customers describe their feelings for the brand and what it brings out in them.
They also have a nice set of historical photos of Lily through the years. From
Jackie O. to Lilly herself — it is prep heaven. Stay on this page too long and
you’ll catch “locust valley lockjaw” — although you will enjoy the
affliction big-time.
can’t quite put my finger on why I like ‘s presence so much. Perhaps it’s because it seems to
capture the essence of carefree leisure, which is the root of the mark. I also
like the feature “Lilly makes me feel…” — a UGC effort in which
customers describe their feelings for the brand and what it brings out in them.
They also have a nice set of historical photos of Lily through the years. From
Jackie O. to Lilly herself — it is prep heaven. Stay on this page too long and
you’ll catch “locust valley lockjaw” — although you will enjoy the
affliction big-time.
8.
Savannah
College of Art and Design
Savannah
College of Art and Design
You
might not find this one on your own, so I included “‘s” to
provide a great example of how a brand can create a rich expression by
showcasing its people. No surprise, it has a ton of style. The college also has
a novel way of showcasing alumni achievements through photography. That
particular set of pictures did a nice job of creating community, pride, and
recruiting appeal.
might not find this one on your own, so I included “‘s” to
provide a great example of how a brand can create a rich expression by
showcasing its people. No surprise, it has a ton of style. The college also has
a novel way of showcasing alumni achievements through photography. That
particular set of pictures did a nice job of creating community, pride, and
recruiting appeal.
9.
Chronicle
Books
Chronicle
Books
occupies a bold and bright niche in the world of book publishing, and that
character comes through in a big way on its Pinterest presence. With a very
light touch on the product shilling, this presence captures the topics,
targets, and themes of its titles. And it defines a sense of “fraternity
of readers” that as a reader I found inviting and inclusive. Oh yeah, and
it’s all tied to the products in imaginative ways!
character comes through in a big way on its Pinterest presence. With a very
light touch on the product shilling, this presence captures the topics,
targets, and themes of its titles. And it defines a sense of “fraternity
of readers” that as a reader I found inviting and inclusive. Oh yeah, and
it’s all tied to the products in imaginative ways!