Artificial Intelligence (AI) has become a buzzword around the internet these days and means different things to different people. Before I explain how StackAdapt uses AI to optimize campaign performance, I want to clarify some terminology. Continue reading “How StackAdapt Uses Artificial Intelligence to Optimize Platform Performance”
Native advertising is a relatively new form of digital advertising, and as part of the programmatic landscape, it’s been noted that there are few formal educational programs. Many marketers are learning how to effectively use the technology on the ground and mistakes are bound to be made. In order to make your native advertising efforts as effective as possible, here are five native advertising mistakes that sabotage digital ad campaigns on a daily basis: Continue reading “5 Native Advertising Mistakes that Sabotage Campaigns”
Television is no longer our sole portal to some of the biggest sporting events of the decade. Today, we stream events on smart TVs, desktops, laptops, and apps. Our phones keep us updated in real time, and we’re as likely to catch the highlights on a publisher site as we are to rely on official network content.
This new world of content consumption is great news for advertisers: You don’t have to be an official event sponsor to capture the attention of sports audiences. Here are three major ways to capitalize on game day hype through digital advertising.
1. Segment Targeting: Reach Users Engaging With Sports Content
Programmatic advertising allows you to target standard segments of people who have shown interest in a specific sport in the past few days. These segments track consumer behaviour online, allowing you to capture a sport’s audience who also happens to be your target audience.
For example, if you know your audience is likely to have an interest in ice skating, you’re able to serve ads to that specific psychographic across thousands of publisher sites. Consider how many publisher sites recently reported on Mirai Nagasu’s historic triple axel. Harness that hype through the sophistication of programmatic segment targeting.
First-Party, Custom Segments
Through StackAdapt’s programmatic platform, you’re also able to create custom audience segments. These segments, built especially for your brand through first-party data refreshed on a rolling 7-day basis, use machine learning and natural language processing to determine relevant browsing behaviour and ultimately, the implicit intent of a given user.
This means that not only are you reaching the people who matter to your brand, you’re reaching them at the exact time they are actively engaging with topics relevant to your product or service. This intent-based targeting drastically increases the likelihood of conversion from audience member to customer.
For example, if you know your audience has a penchant for high adrenaline sports like luge and skeleton, you’re able to build a segment unique to your needs. Try building a customized audience segment based on sports viewership relevant to your brand.
Another way to segment your audience is by focusing on specific institutions. Rather than targeting an entire city, these B2B segments capture audiences within a specific institution (university, hospital, airport, company etc.) so you can reach people in the places that matter the most to your brand.
For example, if you are a low-interest credit-card company, you can harness a sporting event’s audience by modifying your ad creative to capture team spirit and then serving ads to universities filled with students looking for low-cost credit options.
2. Dayparting to Sync Up with Specific Events
While the previous section dealt with who and where you choose to target, when you target your audience is of equal importance. In the case of sports campaigns, serving your ads during high profile events can help you make the most of your programmatic bids by ensuring your audience is consuming content at the same time your ad is likely to be served, increasing the impact & reach of your ad.
“But how will they see my ad if they are already watching the event,” you ask? According to AdWeek, 87% of consumers use more than one device at a time, making advertising on mobile (such as programmatic native) a smart choice for advertisers looking to reach their audience alongside sports content.
3. Integrate Your Social and Programmatic Campaigns
Many marketers associate the term “programmatic” with social media. And while social is one area of programmatic advertising, there are a number of benefits to reaching outside those walled gardens. Integrating your Facebook campaigns with your Demand Side Platform (DSP) allows for one-click convenience & powerful data incorporation.
Running Facebook campaigns through your DSP combines the powerful first-party data of technology such as Custom Audience Segments with the intelligence of Facebook Lookalike Audiences.
For example, if you are running a sporting event specific campaign across social media, integrating this campaign with your DSP ensures that your next campaign will be more intelligent than the last.
It’s a digital-first, cross-device world, and native advertising is one of the many ways digital marketers are attempting to keep up with consumer behaviour online. Here are 10 research-backed reasons to use native advertising for your next digital campaign: Continue reading “10 Research-Backed Reasons to Use Native Advertising”
Apple’s latest macOS/iOS update is causing major issues for digital marketers reliant on incumbent Demand Side Platforms (DSPs) using cookie technology to reach customers online. Continue reading “Why Apple’s iOS Update is Causing Major Problems for Some Marketers”
The key to a successful relationship is a deep understanding of the other’s wants and needs and providing an answer when it’s needed most. At StackAdapt, we believe that finding the perfect customer is no different. Continue reading “3 Tips for Digital Marketers Searching for “The One” This Valentine’s Day”
Since we launched StackAdapt four years ago, native advertising has gone from a shiny new object to a common line on media plans. While most marketers have embraced the concept of native advertising, very few see it for what it actually is – a new standard for communicating your brand’s message online. Today I hope to share my viewpoint on the role of native advertising vs. display and when to use each. Continue reading “Vitaly Pecherskiy, Co-founder, on the Role of Native Advertising vs. Display”
The Super Bowl is as much about the advertisements as it is about the football. But let’s face it, not every company can afford a $5 Million dollar spot during one of the most anticipated sporting events of the year. Here’s how marketers and advertisers can stand out during Super Bowl season without spending millions. Continue reading “How Advertisers Can Stand Out During Super Bowl Season Without Spending Millions”
2018 is in full swing and we’re excited to see what innovative digital marketing and advertising strategies our clients come up with this year. To help get the ball rolling and to ensure your next campaign hits your intended KPIs, we’ve rounded up some expert advice from our Custom Success team. Here are their top tips and tricks for 2018: Continue reading “10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts”