Healthcare advertising has always been more difficult than advertising in other industries. The medical field has layers of regulations to help prevent targeting and following specific users with advertising. Laws like HIPPA prevent the use of any first-party data in targeting users. Alongside this, you have the absolute need to make certain that your ads … Continue reading Programmatic Advertising and the Medical Industry →

Businesses want to promote their products to the right people; that’s a given. Certainly, you could create different ads for different buyers, but when you have an entire catalog of products, it can be a challenge. Facebook solves this with its Dynamic Product Ads, which give retailers a way to serve ads based on a … Continue reading Facebook Dynamic Ads Bring Targeting to New Level →

In recent weeks, Amazon Product Listing Ads have been surfacing in Google’s paid shopping results.  Amazon increasing its shopping presence through Google Product Listing Ads will (and should) strike fear into smaller retailers that will have trouble competing with the potentially monstrous budget of the online retail superstore. In the past, Amazon has run standard … Continue reading Amazon Shopping Ads Popping up on Google →

Valuable data is a critical component of any marketing communications campaign. This is truer still as technology continues to evolve and the amount of data available grows. As you might expect, the most savvy marketers are taking advantage of this to target their customers. One such savvy marketer is the ride-hailing app, Uber. This disruptive … Continue reading Uber on the Path to Make User Data Available →

A survey conducted by MarketingSherpa reveals that consumers view traditional advertising as more trustworthy than digital advertising. Now this does not mean that digital advertising is viewed as untrustworthy. This chart shows that search engine marketing (e.g., Google AdWords, Bing Ads) is viewed as relatively reputable, along with pre-roll ads. The least trustworthy ads are … Continue reading Traditional Ads Seen as More Trustworthy →

Programmatic advertising is the buying and selling of digital ad space using a real-time bidding system combined with algorithms and automation. In an age where programmatic holds auto-optimizations in such high regard, the human factor can sometimes be overlooked, which can lead to channel underperformance. The human factor, or media trader, understands what the client’s … Continue reading The Human Component of Programmatic Buying →

2016 brought its fair share of changes for paid search advertisers.  From the removal of the right-rail sidebar to the increased real-estate provided by expanded text ads, there was no shortage of AdWords and SERP updates in the ever-changing world of search marketing. Hopefully by now your paid search campaigns have taken advantage of these … Continue reading New Paid Search Features in 2017 →

People-based vs. cookie-based tracking When Facebook relaunched Atlas in 2014, a new marketing buzzword was created, people-based marketing. It gave advertisers the idea that they can actually track people instead of cookies and make better decisions. Why would this new approach be better? When you rely on cookie-based tracking, you are tracking the activity of … Continue reading Why People-Based Marketing Will Continue to Grow →

In an industry that is always pushing for the cutting edge, it’s sometimes refreshing to see advertisers take things back to a simpler time. On Wednesday, December 8th,  NBC did just that as 8.9 million viewers tuned in to watch Hairspray LIVE!  This is the fourth installment of NBC’s live musicals. While viewership may have … Continue reading The Rise of Live Commercials →

Yahoo has recently filed a patent that could bring data targeting to out-of-home (OOH) advertising. While the technology doesn’t exist to directly mirror digital data to OOH, the patent describes a method called “grouplization.” With this, billboards would collect real-time information and use that to influence what ad consumers see. For example, a billboard could … Continue reading Patent Pending for Out-of-Home to Use Data Targeting →