Check out the 2022 eTail West event with a walk through with Gary Burtka. Take a 3 Minute Virtual Tour of eTail West in Palm Springs, California as we are back in person for conferences. Walk the sprawling halls and see where the Directors Suite’s are located, check out the RTB House private relaxation lounge, visit the badge station as we make our way through the crowds to the main exhibit hall. The annual event is located at the JW Marriott Desert Springs Resort & Spa.
Author: Gary Burtka (Page 2 of 2)
If you advertise your brand online, there’s a good chance your ads have been placed next to inappropriate content on the internet. 3 out of 4 brands have been exposed to online brand safety issues in the US alone, raising alarms for brand safety controls and policies that protect advertisers from unsafe placement.
Safe digital brand presence plays a crucial role in strengthening a company’s market position and attracting customers, while unsafe brand presence can lead to negative consequences, like online outrage, brand embarrassment, or much worse. As social media and ad presence have led to incredible growth for digital brands, there are also threats and risks associated with running automated campaigns. Keeping your brand safe is a demanding challenge, especially when it comes to how many online spaces are out there.
Brand Safety is an essential part of today’s programmatic media buying and marketers need to know how to protect their brands effectively.
Running Campaigns Online? You Need Brand Safety.
For example, let’s assume that you’re the head of marketing for an automotive brand. You would never want to have advertisements of your cars near online information about road accidents or alcohol consumption. But how can you avoid it when programmatic chooses placement without your knowledge?
It’s not a simple topic, especially today when ads follow users on different websites, often tailored to their preferences based on previously visited pages. Today’s internet is also driven, in large part, by user-generated content that can be difficult to identify. The media landscape is completely different from the one we knew a few years ago.
Real life examples show just how complex the problem can be. A recent The Times investigation revealed that that “some of the world’s biggest brands were advertising on YouTube videos showing scantily clad children that attracted comments from hundreds of pedophiles”. Dozens of global and popular brands with ads appeared on those videos. YouTube’s brand-safety issues may be one of the main factors, which caused its ad sales to flatten during 2018.
Today, digital marketing brands must absolutely avoid presenting their brands in the contexts which can have negative consequences. Luckily, tools and technologies are on the rise to keep brand safety instact, while making it simple and painless for the marketers running their campaigns. Continue reading
When planning an online campaign, we have a number of providers and a million options to choose from. Selecting the right one for your business without proper due diligence is virtually impossible and may lead to suboptimal results. This is the reason why multiple retargeting strategies and different techniques to expand access to selected users have been developed. Today, it is obvious that using a single retargeter is not always optimal. In fact, running 2 to 3 retargeting campaigns with different providers can bring much better results. I was interested to learn from a VP of Marketing for a Top 250 eTailer that found that utilizing as many as 3 retargeters would drive incremental revenue. Having said that, what is the best way to measure performance campaigns and evaluate the effectiveness of an online store’s marketing efforts?
In most cases, evaluation of effectiveness is a limited process, which only involves checking the number of clicks generated by each studied solution. This in turn compromises the reliability of such information and leads to wrong decisions. A solid knowledge of correctly calculated online marketing indicators is something a specialist should rely on.
What every marketer should know before Black Friday and Cyber Monday
Brace yourselves! Black Friday is coming. This most important holiday of the e-commerce industry will take place on November 24th. Coupled with it, Cyber Monday will arrive three days later on November 27th. According to Adobe Digital Insights, Black Friday in 2016 surpassed $ 3 billion in online sales, moreover it was first such day ever to drive $ 1 billion in mobile revenue. Cyber Monday set a new all-time record for online sales: $ 3.45 billion! This year we will probably witness another records.
This progress is also shown by RTB House aggregate data from campaigns over 40 countries around the world. Last year the conversion rate (the ratio of the actions taken to the number of clicks on the ad) of the Black Friday and Cyber Monday campaigns were nearly 70 % and almost 30 % better than average CTR for November 2015. In turn, the total traffic on the observed websites was higher by more than 30% in Black Friday and 20 % on Cyber Monday.
We all have been there – huge queues in the stores and hundreds of thousands of customers fighting (often literally) for the most favorably discounted products. Therefore more and more people are buying online – comfort and peace of mind are a real value. Together with my team in RTB House, a global technology company specializing in advertising based on advanced retargeting scenarios, we have analyzed hundreds of campaigns in over 40 markets to identify 3 ways to increase efficiency during upcoming sales.