How to Create Video Advertising Campaign for Business

Video campaign to promote your business

How to Create Video Advertising Campaign for Business

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Video is the absolute leader among all ways to promote on the Internet via advertising platform. It has the strongest effect on customers and is much more effective than any other form of advertising and marketing. Every day, customers search the network for information about goods and services, and they are most attracted to information in video format. That is why YouTube is the second most popular search engine in the world.

What kind of business can you promote with video and how?

This may be surprising for some but the video is a great way to promote any business without limits. The Internet has opened up stunning opportunities for promotion through video and made it accessible even to small companies with small advertising budgets. Video advertising is usually understood as the format of short videos that everyone is used to seeing on television. However, this is far from the only option for promoting business, goods, and services on the Internet using video. Moreover, this is the most unpopular format on the web. There are over 50 other options for using videos to attract customers. And here are just a few of them:

  • – presentations
  • – demos
  • – brochures
  • – tips
  • – reviews
  • – tours
  • – training
  • – interview
  • – cases.

What are the benefits of promoting your business with video?

Perhaps, none of the advertising media has as many strengths as the video:

  • – Forever. Once shot and posted on the web, the video will always work and will attract new customers for the site and business
  • – Low cost. Today, the cost of creating a commercial video has become very low due to the cost reduction and simplification of technology. And if you divide its cost by the number of views by customers, it turns out that this is the cheapest way of advertising, because the company pays nothing for the rental
  • – Popularity. Video is the most popular type of content on the Internet, and its importance is growing steadily
  • – Search. Search engines display video in the search results, which often allows you to get to the first page of the search engine without the cost and effort
  • – Maximum attention. Video captures the viewer’s attention more than other formats, as involves two channels of perception at once – vision and hearing
  • – Product face. Neither is it a form of promotion (other than personal sales) that allows you to show a product or service in all its glory like a video
  • – Demonstration. Using the video, you can not only talk about the product but also really show how it works
  • – Viral effect. Valuable videos often become viral, i.e. users begin to forward the video link to their friends and acquaintances
  • – Trust. Unlike other means of promotion, video arouses maximum customer confidence
  • – Prestige. Video promotion is considered highly prestigious and testifies to the solidity of the company
  • – Branding Video is an indispensable branding tool that allows you to achieve results as quickly as possible.

The fact is that classic video advertising has a lot of shortcomings and, above all, it is negatively perceived by most buyers due to its obsession and boastful content. Today’s client is looking for the truth and naturalness in the network, and also wants to learn more about the product, service, company, before making a choice. Classic video ads are not suitable for this task. In the television era, the advertiser had to pay a lot not only for production but also for rental. Today, posting videos on the Internet is worthless, which means that previously inaccessible opportunities for promoting a business using video have opened. And most importantly, these opportunities have opened up for everyone: both for large companies and small and medium-sized businesses.


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Guide to LinkedIn Ads

LinkedIn advertising – how and why to do it

Guide to LinkedIn Ads

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The LinkedIn advertising platform advertisement is placed in the right column and contains a picture, a caption, and a short text. The link can be to your site or a profile on LinkedIn. You can pay either for clicks or impressions.

LinkedIn is a business social network, primarily aimed at finding and establishing business connections. More than 400 million people from more than 200 countries and territories of the world are registered in it. There are few statistics on this social network, and it’s best to watch it here.

First of all, this social network is needed in the B2B sphere, since all content is aimed at business communications, and it’s often easier to get the right specialist here than in other social networks, because many people use LinkedIn account as own online resume, and indicate in it the maximum information about own education, skills, and abilities. The criteria for choosing a target audience on LinkedIn can be divided into two blocks: geographical and professional. The first defines the targeting region. The second defines the criteria that the target audience should have.

Consider another targeting criterion — industry selection. Branches are divided into large sections, clicking on which you can select narrower industries. The next criterion is the choice of the size of the company in which the selected user should be a member. The next targeting criterion is the job position. Advertisements will be shown to users who have indicated a specific position in their profile. The next possible targeting criterion is the choice of the scope of job responsibilities, which we will consider together with the job level (level of position). The most interesting targeting criterion is skilling, which allows you to target users who have specified a specific skill in their profile. The next type of targeting is age, and the last type of targeting is gender.

LinkedIn has launched its advertising network, the LinkedIn Audience Network, with which advertisers can catch potential customers (LinkedIn users) on other sites. At the same time, you can use all the targeting options available on LinkedIn, such as the position and business sector – this is the most valuable feature of the LinkedIn advertising service. In addition to third-party sites, LinkedIn ads will appear on Microsoft online services (which owns a social network), such as Outlook.com.

The LinkedIn advertising service already provides many different options for targeting. However, what if you want to show ads only to employees of certain companies? Now it has become possible! You can download a list of companies (potential customers), and LinkedIn will automatically target only the employees of these companies. Of course, this targeting can be used in combination with other parameters, for example, if you want to show ads only for employees who occupy certain positions or work in certain regions.

Finally, marketers will be able to filter out foreign-language users of LinkedIn and increase the effectiveness of their advertising campaigns in this business network. A related filter has appeared in the LinkedIn Ads advertising service. Also, it became possible to post on your LinkedIn page only for a specific audience, filtered by language. Twitter introduced the same feature but it is more difficult to implement it there through the API.

Companies that have a LinkedIn profile have a new tool for tracking the activity of visitors/subscribers and analyzing their demographics and sources. The Company Page Analytic tab shows the performance of your LinkedIn publications (how many subscribers each post brought, how many views & clicks there were), the distribution chart of your subscriptions by position (director, manager, executor), as well as the rating showing the position of your page relative to competitors (by number of subscribers).

Recall that recently LinkedIn launched the opportunity to advertise posts, so this new dashboard will also help you understand how profitable it is to advertise on LinkedIn for your company.


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5 Best Paid Ads for Small Business

The most effective advertising for your small business

5 Best Paid Ads for Small Business

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Increasingly, advertising platforms allow intensive interaction with the target audience, optimize advertising campaigns, and create a positive image for manufacturers of goods and services.

Types of advertising on the Internet are primarily focused on getting maximum efficiency at a minimum costs. That is, they are aimed at a targeted, focused approach to working with consumers. Among the obvious advantages of web promotion are the reduction in the cost of organizing advertising campaigns and unlimited opportunities for gaining consumer confidence. The web environment allows implementing ideas that are not always feasible within the framework of traditional advertising formats, provides quick and effective dissemination of information.

What types of online advertising are most popular?

1. Contextual

Contextual advertising is a text or text & graphic modules displayed on sites located in the context of the audience of the advertising object or a specific user. Contextual advertising can correspond to the thematic focus of the site on which it is displayed based on the search queries, which represent interests of the user.

The big advantage of contextual advertising is its targeting – targeted orientation to the interests of the audience. Contextual ads are shown only if the user has already shown interest in this topic, or when the advertised product matches the theme of the site on which it is placed. At the same time, payment for the demonstration of advertising is done one by one, that is, for a specific user action.

2. Banner/media

Advertising placed on banners (graphic media) is one of the first that has appeared on the web space. Static or animated advertising objects are aimed at attracting the attention of the audience. But it is quite difficult to call it “targeted”. As a rule, banners are used to increase the recognition of a product, trademark, brand, or to disseminate information about current promotions, discounts, and special offers.

Payment for placing banner ads is usually calculated by the number of impressions or broadcast time – pay per click may not be relevant here. It is this kind of cooperation scheme that centralized platforms organizing the placement of banners and private media owners offer.

3. SEO

SEO promotion cannot be classified as online advertising but the goals and objectives of these two areas of activity, in generally, converge. In fact, due to SEO, the problems of attracting visitors, increasing the attractiveness, popularity of a web project among the audience are solved. This coincides with what most advertisers ultimately want to achieve.

SEO promotion is always aimed at increasing the position of the site in the search engines. Accordingly, the higher the position of the web resource is, the more trust it will cause in the audience. But the main part of targeted visitors comes to a site because of search traffic. That is why search engine optimization is recommended to be included in a package of measures aimed at promoting goods and services.

4. Viral

Viral ad campaigns have migrated to the Internet from traditional marketing. The basic principle of viral advertising is the free distribution of information from user to user. Most often videos act as an advertising medium.

5. In social networks

Advertising on social networks develops in two main directions, by the principle of targeting (contextual, media) or SMO – marketing optimization of the promoted product within the chosen site.


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What is Programmatic Marketing

What is programmatic marketing and what is its essence

What is Programmatic Marketing

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Programmatic advertising is any automatic purchase of programmatic marketing advertising inventory on a web page through bidding at an auction or directly, to be guaranteed to get the right place. Programmatic ad buys and sells inventory to increase efficiency. Inventory is measured in the number of ad impressions to one person. Programmatic advertising is rapidly gaining ground in digital marketing. According to eMarketer, in 2017, 83% of all purchases of display advertising were programmable.

Why programmatic advertising platform is so important?

Before programmatic appeared, advertising was bought and sold manually. Banner ad networks bought a crowd of shows from publishers (online publishers), in advance at many different sites, and then sold them in bundles to advertisers without any transparency. The advantage of programmatic is that it makes the buying process faster, more efficient and less expensive. Advertisers can explore their advertising campaigns in greater detail (through highly accurate user targeting, which shows the right advertising at the right time) and strategically control their productivity. If you are thinking about investing in programmatic, familiarize yourself with some basic terms that you need to know:

  • – RTB (Real-time bidding) – real-time bidding for the purchase and sale of each specific display at instant auctions
  • – DSP (Demand-Side Platform) is an automated platform for ad inventory buyers, which allows buying on multiple advertising exchanges, as well as managing different accounts and campaigns in one interface
  • – SSP (Supply-Side or Sell-Side Platform) is a technological platform for publishers to manage their advertising equipment (advertising on their platforms), through the sale of which the profitability of digital media increases
  • – Ad Exchange is an advertising exchange on a technological platform, which facilitates purchases and sales of online advertising. Ad Exchange prices are based on a variety of reasons
  • – The pricing approach on the advertising exchange is technologically determined, in contrast to the traditional approach, when the price of inventory was contractual
  • – Trading Desk is a group of traders who represent advertising agencies and companies known as operators specializing in RTB technology.

Traders run ad campaigns and manage them day after day. They daily monitor the optimization and efficiency of budget utilization. The key to a successful campaign is data. Without data, your campaign is based on assumptions, not facts. In the context of programmatic advertising, when we talk about data, we mean information obtained from cookies. Cookies are information placed on a user’s computer by a web server. It can be stored there and retrieved at the time when the website is used. Cookies are also used to record data about unique user behavior during a visitor’s visit to the site.

Campaign optimization

Now let’s look at some standard reporting forms and various campaign optimization methods that provide super efficiency. To make algorithms effectively optimized, they must move from the “learning” phase to the “optimization” phase. To do this, you need to have a certain number of successful campaign events. A successful event may include a click, a landing, or a sale, for example. Properly reaching this level can only be done by making sure that enough daily expenses have been allocated.

Therefore, the desired KPI and CPA should be measured based on the available budget to ensure that everything that can be obtained from investments. In addition to the constant algorithmic optimization, you will need a team of media traders who control the manual optimization, ensuring the best efficiency from investing in the campaign. This can mean budget savings due to unproductive sites, creativity, and time of the day or day of the week. The budget will then be transferred to a strategy that will provide the desired return, as well as to the introduction and testing of new strategies throughout the advertising campaign.


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What is Programmatic Advertising

What is Programmatic Advertising. The Ultimate Guide 2019

What is Programmatic Advertising

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Doctor House used to tell from time to time that everybody lies. We should add that numbers about programmatic advertising don’t. Over 70% of ads were performed in the USA with the help of this popular approach. Let’s study what it is about why there is so much buzz about it.

At the beginning

When Internet has just appeared advertisers and publishers used to contact each other directly to discuss options for advertising. It was time consuming and boring process. Besides, it was difficult if there were changes to apply immediately.

Little evolution has come after a while. Advertising networks started appearing and offering their services. They worked as intermediaries between two players. All you needed is to sign up, make necessary settings and start your campaign almost immediately. One of disadvantages there was that ad networks take some fee for partnership. Besides, cases of fraud activities may appear from time to time.

However, there is even a bigger problem. For example, you know that your ad about fashionable shoes is posted on a related website where potential audience is likely to be. However, there are a lot of those who have occasionally dropped into the website and your ad will be hardly ever mentioned. It is not hard to imagine that you may waste money in often cases.

Time for changes

Marketers have decided to find a way out of it, and started using machine learning and artificial intelligence for organizing ads buying in real time – that is what we call programmatic advertising.

One important note. It is an often case for marketing newbies to render programmatic with RTB advertising, that is, however, just partially true.

One should understand that RTB is just a form of the approach. Programmatic may not need RTB at all in some cases. The technology is used to make the buying processes automated only.

For example, if we talk about premium publishers like The Guardians, they may wish to have some of their inventory to be sold at particular prices and the buyer can get a certain period of time for displays or particular amount of ads postings. Such method is called Programmatic Direct.

If we take RTB advertising, we can compare it to an auction. When a visitor enters a website, DSP (Demand Side Platform) immediately informs advertisers about newcomer and his or her features like type of the device, visited websites, approximate location, gender, age and so on. According to this, business owners think about the value of this potential customer, i.e. how much they are ready to spend for showing their ads to him or her. The winner with the highest price shows his offer. The “game” is repeated with every new client. The biggest trick here is, probably, that all the process takes less than a second – everything is finished when the page is loaded and the ad is displayed.

Note: the information collected about users is anonymous and can’t be used to define a particular person.

Why it is beneficial?

First of all, let’s be honest – people don’t like ads, otherwise there won’t be such growth of ad blocking software. Advertising is a part of online life and as we can’t get rid of it, we can minimize the negative by making it useful and relevant.

Researches show that CTR level is higher in case of programmatic RTB implementation. People see not occasional set of ad materials, but something that corresponds their needs. To say it simply, advertising becomes personalized. Two people will see different ads if load the same website as the data about them will be quite different even if they are from one location.

Advertisers and publishers will have more optimized campaigns as there is no third-party to pay fees for. Thus, the former can save budgets, while second can earn more.

Skeptics are not very positive at all about programmatic, but you can add it to your current campaigns and compare the results to see what is better personally for you.


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Why Programmatic Advertising

Why Programmatic Advertising May Be the Future of Media Buying

Why Programmatic Advertising

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Olden marketers are very likely to remember those times when the ads formats were very limited in their variations: over-the-street banners, posters, banner were static on the majority of websites.

After some advertisers have decided they can pay not for the whole website traffic amount and the model with payment for displays has appeared. New model of collaboration was called Cost Per Mile (CPM). Sooner, the necessity to narrow target audience has lead to appearing of targetings by geography, time, gender, age and so on. Each advertising space started tending to collect more exact information about their visitors, and advertisers, in their turn, to make their target audience even clearer and get detailed analytical reports about the campaigns. This part of our present is slowly becoming a past in marketing.

Smartmedia is seeing the future in algorithmic buyings – RTB and personalization of all ad messages.

RTB (Real Time Bidding) – is ads buy-sell process in real time mode. The technology allows to meet both parties of the process – advertisers and websites owners – and take part in the auction of ad displays. Obviously, playgrounds are interested in full monetization of the web traffic, while business owners want to have advertising campaigns with the highest results.

Websites, or Publishers, are represented by SSP (Sell Side Platforms) and DSP (Demand Side Platform) is used for advertisers.

The way the auction is held

The whole logic is as follows:

SSP gets information about the resource of a certain type and informs DSP about it. The latter platform check all the information available about this user and, basing to that data, offers a bid. The highest one is a winner and its owner has the right to show his ad.

All the information collected is anonymous, but it is very powerful as a result users get highly personalized ads.

What are the benefits here and why programmatic advertising is so highly popular?

Advertisers are very serious about effectivity and opportunity to estimate each display. The approach gives them chance not only buy display of interested audience but calculate the chance of banner’s being clicked and further purchase.

To say it simply, RTB helps advertisers to find the clients they really need, while visitors see the ads that are more relevant to their needs and interests. As a result, people become more loyal to ads and less irritated and more likely to make a purchase.

Advertising is the biggest item of expense and small companies think that they have no opportunity for their good being promoted. Programmatic approach allows them to tell the customers about existence for lower costs. The system allows to state maximum price one is ready to pay. No need to spend thousand of advertising dollars when your business is interested in your town and, probably, some neighbour locations.

What will happen to traditional forms of advertising?

There is a tendency to say that programmatic buying will conquer advertising world. However, experts from Smartmedia digital are not so judgemental. The point is that traditional advertising networks started obtaining some features from programmatic, RTB technology, in its turn, also found what to try on from its predecessor.

All we can say is that the digital advertising world is never be the same again. We are expecting to have huge amalgamation, where a lot will be taken from typical forms, but programmatic approach will change it to make advertising personalized. We should understand ads is inevitable part of our world and it lies in our power to make it less irritating, target-focused and useful.

Write us to know more about programmatic advertising and how your company can win from it.


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Beginner’s Guide to Programmatic

Beginner’s Guide to Programmatic Display Advertising – Everything You Need to Know

Beginner’s Guide to Programmatic

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Marketers all over the world learn thousand of different things every year. Programmatic advertising is a thing that has become popular quite recently, however it is not new at all. In far 2013 IDC made forecast that its expenses will reach approximately 60% by 2016. In dollar estimation, it was more than 33 milliard two years ago.

The situation gets even more complicated that many newbies, altogether with old-timers, consider programmatic and RTB advertising as just the same thing.

In our article we will make it all loud and simple for you to understand what it is about and how you can win from these trendy things.

Closely connected, but different

Displays buying that refers to digital advertising is the most powerful and often used marketing tool. At the beginning, publishers and advertisers used to contact each other directly by e-mails or any other ways to discuss prices, amount of display and other details of cooperation.

Internet became a popular playground for people and the processes should have become quicker and more flexible. Old system was clumsy and time consuming. Besides, development of mobile Internet, a lot of gadgets with connection to websites have appeared. There was nothing left to do, but change it all.

Programmatic was designed to save advertisers’ time and money. It also helped in showing particular ads to those who can be really interested in them.

So, what we have.

Programmatic media buying is process of inventory purchasing with the help of special software based on different algorithms.

It is of great use nowadays as we have to deal with thousands of users fragmentation caused by different digital channels and potential publishers. Higher efficiency is one side of the coin. Additionally, the approach contains information about clients’ behaviour, geography, time zones and other factors that help advertisers to tune their targetings more precisely and plan more detailed budget for the campaigns.

RTB (Real Time Bidding) is mainly an auction where advertisers bid against each other via specially designed automated platform, like DSP. Generally, it looks as follows:

When a person visits a website plugged to programmatic, advertisers are immediately informed about it and see some information about him: approximate age, location, the device he or she uses, previously visited websites and some other. According to it, the decision is made how valuable the client is and how much can be paid to show ad exactly to him. The biddings started and a right to display the ad is given to that advertiser who had offered the highest price.

What is the difference between them?

First of all, RTB advertising is one of the forms of programmatic implementation.

Ads, acquired with the help of programmatic, are often connected with premium publishers like Forbes or The Wall Street Journal. These playgrounds generally hold some inventory on their website and don’t show it at the auctions. They sell it directly to advertisers for premium cost that guarantees publishing for a certain period of time or certain amount of displays. Such approach is called programmatic direct.

Why it is beneficial?

As we said before, such technology excludes human interaction and helps both main players meet without intermediaries. Thus, the cost of advertising campaigns is lower for one party, while the other one can have more income as there is no mediation and nobody is charged for it.

Besides, mass displaying meant showing ads to those who are not likely to be interested in it. Using programmatic, you will stop wasting your money and have more effective campaigns. People don’t like ads, but they are more loyal to them if they are relevant to their needs and interests.

If you still fear to go to programmatic at all, you can try to combine both approaches and later choose which one will be more beneficial for you.


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Ad Exchange Guide. What Publishers Need To Know In 2019

Ad Exchange Guide. What Publishers Need To Know In 2019

Ad Exchange Guide. What Publishers Need To Know In 2019

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When we talk about programmatic, there is a set of issues that are difficult for understanding both for publishers and advertisers. The worst thing here is that the terms often remain nit revealed that leads to misunderstanding, wrong implementation or ignoring of important practices at all.

Smartmedia wants to stop it and bring some light to the dark. For today, we are going to discuss such entity as ad exchanges, what they are about and why we need them.

First of all, let’s have a look at some historic reference. According to Digiday, the amount of displays was nearly 70 billion. The expenses for the advertising at that moment were something like $50 milliards. It can be terrifying and impressive what are the digits for it now, after several years passing.

As you can see, advertisers all over the world take it all seriously. So, the guide we have prepared for you will be a great help to succeed and understand it all in details.

What is ad exchange about?

The most convenient way is to understand it as a technological platform where publishers come to sell their inventory and advertisers, logically, buy it. There are different type of resources that can be represented there: video, mobile and display ads as well as any others in demand.

Publishers are interested in the approach as there are thousands of auction they can participate in and, thus, earn more money from their websites.

Advertisers, in their turn, feel it easier to cover the audience in a big way and implement different targeting options to make their campaigns even stronger and more effective.

DSP or Ad Exchange: do they mean the same or not?

It is a common mistake to mix these notions and understand them as just the same thing. However, the thing is a bit tricky here. Both parties cannot exist without each other and complement one another.

Ad Exchange is a part of programmatic platform that takes stock of ads from several advertising networks and make them available due to API RTB.

Full use of Ad Exchange platform for any of the participant is possible when they have something to have control of bids. Normally, it is an application or specially designed software that can interact with RTB Exchange interface and helps the advertisers to estimate the displays in real time mode.

Use of DSP helps our players to automate advertising buy-sell process in terms of several exchanges. Peculiarity here is that all the details like inventory cost, volume, place of location and all that stuff remain open and transparent.

Types of Ad Exchanges

There are two variant available:

  • – Open – they can be considered with a huge market, where billions of publishers and advertisers are represented. Main problem of this “bazaar” is lack of security and fraud. You certainly know them, for example, Google Ad Exchange is one of the representatives;
  • – Private – it can be called as more improved version. Only exclusive publishers are registered there, and they decide themselves what type of advertisers can be invited or excluded.

What are the benefits?

  • – Absence of intermediaries helps to regulate the costs: advertisers spend less (as they don’t have to pay commission to ad networks) and publishers earn more money (for the same reason, actually);
  • – Automation makes it quicker than making coffee in the coffee machine;
  • – Focus not on the traffic from the website, but to each particular visitor, that means that young playgrounds with less than 1 000 people per day can participate;
  • – Accurate targeting helps to deliver ads to the people who are more likely to be interested in particular goods or services;
  • – Advertising campaigns become affordable for companies with small budgets too.

Do you have any more questions? Write us to learn more and launch your further campaigns with programmatic approach.


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The 5 Step Marketing Research Process

The 5 Step Marketing Research Process

The 5 Step Marketing Research Process

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Marketing is never to stop. Different trends, approaches and notions, like RTB marketing, appear every day. But before implementing any of new or old technology marketing research should be made. It is a ground of all further marketing solutions.

To make it more understandable, it is like calculating the cost of a new house you are going to build: construction materials, how many floors you can afford and actually want, cost of interior decor. You are unlikely to take next steps before having this information.

However, it is not the same in marketing world. It may sound surprising, but marketing researches is the first thing that many companies primary reject. Main reason is financial insufficiency, while the process may take time, too, that is not always convenient if you need to be quick.

Nevertheless, some skilled startups may easily reassure you that marketing research is not a synonym to big expenses at all. It can be affordable and very useful if everything is done right according to several simple rules.

1. Set the problem and define goals

Any activity should be oriented for particular goals. They can be achieved by resolving several problems. In some sense, we can say that a problem is like a mini-goal that will lead you to the aim you need.

Besides, you will need a hypothesis. It may be not true, you may give your own speculation based on particular facts, own experiences or feelings. At the end of your marketing research you should compare it with real facts you have found and confirm it or reject.

2. Plan your marketing research

Planning is a key to success in any business. Here you should define exact steps you are going to take.

Advice: you’d better write them on a piece of paper to understand what you should do after each activity.

Think about target audience where you will make a selection. Obviously, it is not possible to talk to all citizens in megapolis, but 100 people can be a good variant. Huge companies have certainly bigger audience, but if you represent a startup with unknown prospects, this amount will do.

Mind the cost! Calculate the price you may need for the research. Of course, it is better to write a bit higher prices for all the services connected to fit in a budget.

Besides, there are also time expenses for performing the research, results analyzing and coming to conclusion.

Make a table with 2 columns for these points and write what it will cost you.

3. Collect information

There are different variants like opinion polls, surveys, observation, experiments etc.

Some experts also come to methods of desktop researches. It means that information has already been collected by someone and you make your analysis according to that data.

Note: you remember to write down the method you are going to choose, don’t you?

4. Analyzing the information we have

The information you have received should be classified so that it could be “readable” and understandable.

There are lots of variants for representing it:

  • – tables;
  • – diagrams;
  • – graphics etc.

Any method that will help to have clear view of the data you got will be suitable.

5. Representing information

Now it is time to show your colleagues or bosses what is the information you posses is about. Making tables is a good options, but radius charts are more vivid and effective. The proportions will help to see immediately how people react to something, how often they buy certain products and so on.

There should be kept a balance between visual effects and information capacity. The latter is even more important. The quicker everybody understands result, the less time you will waste for explanations and the faster you will come to the conclusion what to do with the moods of your target audience.

We hope, you feel no fear about marketing research. If you still need aid and supervision – write us to dispel fears.


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Ad Networks vs Ad Exchange

Ad Networks vs Ad Exchange. What’s the Difference? Which is better suited for you?

Ad Networks vs Ad Exchange. What’s the Difference? Which is better suited for you?

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The growth of ad demanded was getting bigger since the first days of Internet advertising appearance and it is no surprise that publishers and advertisers were seeking ways to satisfy their needs.

The first result was ad networks appearing. But Internet was becoming and more popular playground, as a result, there were more websites and apps coming in. The capacity of existing solution was not enough, billions of free inventories were waiting for their advertisers. Ad exchange was a result of the challenge.

There is no use to listen to anyone who says that exchanges are better than networks and vice versa. We normally don’t compare an armchair with a stool as we understand they both are effective in different situations. When we talk about advertising, it is a common case for advertisers to use a mix of the approaches. We cannot exclude none of the variants, as their coexistence is a part of huge advertising mechanism that will become depleted in case of removing any of them.

What ad network is – some fact that will help you to understand it deeply

To say it simply, it is a place where advertisers and publishers meet. These playgrounds are highly automated, so that the campaigns running is easy and transparent. Generally, all the resources gathered there are segmented to categories for advertiser to feel more confident in finding particular audiences that covers age range, location requirements or gender etc.

Publishers like ad networks as they can sell the inventory they couldn’t establish directly to advertisers. In such cases we talk about remnant or non-premium inventory. It is a common practice for publishers to participate in several ad networks. Of course, their chances to get money will increase and the same as they are more likely to sell all ad space they have.

Advertisers see their benefit in opportunity to have bigger selection of publishers and cover bigger audiences. In addition to that, advertisers are welcomed to launch different cheaper campaigns that will be absolutely impossible in case of direct contact to publishers.

Ad Exchange – when we need it?

You may get surprised, but publishers with remnant inventory still remain in spite of sea of ad networks. Ad Exchanges help to launch campaigns with high targetings to choose that one display that will deeply suit advertiser.

Nowadays ad exchanges look like online playgrounds where advertisers, agencies and publishers can participate in ad buy-sell process with the help of DSP and SSP. Real Time Bidding (RTB) technology is used there. In comparison with traditional advertising network, advertisers bid against each other offering the highest price they can afford to show their ad to a particular website visitor.

Publishers will like here that point that sometimes their inventory can be sold at extremely high prices they can never have from typical ad networks. Besides, as main focus is on the visitor, not website in whole, even websites with not big traffic like 1 000 people can participate.

What to choose?

RTB advertising has started it work really long ago, but it became popular quite recently. Marketers should be the first people who are ready to try on something new and promising, but, surprisingly, there turned out to be a lot of skeptics about the approach.

Ad networks are very unlikely to stay as it is, their owners have predicted hype and started implementing RTB technologies. Representatives of a new school also found out what they can adopt from traditional advertising form.

There is no answer what is better, as a lot depend on your goals and, sometimes, budgets. Anyway, why not to try both approaches and harvest from them both?


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