Programmatic Continues to Grow

Programmatic advertising has changed the advertising landscape dramatically and is continuing to shape the future of the industry

According to Zeniths Programmatic Marketing Forecasts, programmatic advertising in Australia is estimated to reach US$2.92 billion, which will represent a 67% growth between 2018-2020. However, Australia isn’t the only country who’s programmatic advertising is skyrocketing.

The US is currently the biggest spender for programmatic. In 2018 the US spent US$40.6 billion on programmatic advertising. This is no surprise considering the political ad spend alone in the US, which is largely programmatic, is estimated to reach US$9.9 billion in 2020. Overall, programmatic accounts for 83% of all digital media in the US in 2018.

Canada isn’t far off the US with 82% of all their digital media being traded programmatically. This number is expected to rise to 99% by 2020 and it is expected that most markets will follow in Canadas footsteps, eventually trading all digital media programmatically.

Europe is also seeing positive results for their programmatic sales with The Drum reporting a 33% sales growth in 2018, despite the introduction of the GDPR (General Data Privacy Regulation). Although the GDPR may make it harder for European advertisers to gain access to data, there is still an undeniable demand for programmatic advertising and advertisers are successfully complying with the GDPR while advertising programmatically.

When it comes to programmatic, there’s no doubt that this trend is here to stay and the statistics are showing exponential growth worldwide.

Need help with your advertising strategy? Signifi Media are one of the few Agencies in WA that specialise in Programmatic Advertising. We run programmatic activity both nationally and internationally for clients in Asia, Europe, U.K. and U.S. If you would like to know more about programmatic then please contact us today, to learn what we can do for you.

How to build brand awareness through marketing

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What is brand awareness?

Brand awareness refers to the extent to which a brand is recognised by potential consumers. The more memorable a brand is to consumers, the more likely they are to stay on top of consumers mind when they are making purchase decisions.

Ways to build brand awareness through marketing

  • Social Media Presence
    Social media is a great tool for creating brand awareness. With consumers spending large portions of their day scrolling through social media platforms such as Facebook and Instagram, it only makes sense that brands leverage this opportunity to connect with potential customers. Companies must look to see which platforms their potential customers are utilising and ensure that their company is represented on these platforms to be most effective.
  • Consistency
    To build brand awareness consistency is key, customers aren’t likely to remember a brand just from seeing one post or advertisement. The more consistent a brand is the more likely they will stay at the forefront of their potential customer’s minds. However, it is important to note that consistency isn’t just about consistent social media posts or advertising. Brands need to be consistent in everything they do, including how they market their brand across platforms, the message they convey, their brand personality and more.
  • Retargeting
    Another great way to build brand awareness is through retargeting. This is the process of targeting consumers through online advertising based on their previous online activity. Retargeting is a highly effective marketing tool which increases companies conversion rates and has a great effect on brand awareness.
  • Native Advertising
    Native advertising is also another great tool for increasing brand awareness. Native ads match the feel and form of the content media which they appear on and allow brands to reach their potential consumers where they are currently reading and engaging.

How can Signifi Media help?

Creating strong brand awareness is a crucial element of every marketing strategy and brands who do this successfully reap the benefits. Signifi Media offers a range of services which will help you to stand out from your competition and build brand awareness with your potential customers. Contact us today to find out how we can help you!

How to increase your online sales

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Is PPC part of your digital marketing strategy for converting those searching to purchase or research into buying customers?

The magically digital world of PPC is a potentially confusing, ever-changing, somewhat mysterious and challenging universe. Achieving success requires experience, strategy and intuition that is both scientific and artful. And if it’s not done properly, it can end up costing you more than just money. Trust us, we know—we live and thrive in this universe.

When running a PPC campaign on AdWords, one most mysterious components involved is that of the Quality Score (QS), which is defined by Google as the “measure of how relevant your ads, keywords, and landing page are to a person seeing your ad”. So even though each time a keyword matches a unique search query perfectly a new quality score is calculated for that keyword, its also key to focus on your ad and it’s complimentary landing page.

Rated on a scale from one to ten, your QS is relevant to the status of your account. So, if any one of your ad groups has a lower QS, that has the potential to negatively impact the QS of your other campaigns and ad groups. In the weird and wonderful PPC world, this is serious stuff. The absolute CPC of your keywords and your ad positions will be directly affected by your QS.

When it comes to obtaining and maintaining a high QS, we always ensure that all related components are 100% relevant. A high CTR demonstrates that an ad is relevant, an ad has to be relevant to the term searched for by the end user and the landing page has to relay trust and transparency.

SOCIAL

Data and insights from social media, particularly Twitter Analytics and Facebook’s Audience Insights can inform and influence your PPC. Conversely, PPC can do the same for your brand’s social strategy. Incorporating the information sourced across all platforms will help reduce your wastage and increase targeted conversions.

If one or more of your social pages does not boast sufficient followers, PPC can be beneficial and economical for increasing those numbers by directing sponsored PPC clicks to your social sites and pages. A viral or trending item can easily boost your number of followers.

Lastly, leveraging the data from both sides will ensure that messaging and branding is consistent across social and PPC, to singularly reflect and represent your company.

BRAND CONSISTENCY

Branding isn’t just about being memorable. It’s about building and maintaining trust with your potential customers.

If your landing page doesn’t look like or compliment your social media profile, potential and return customers will notice. This will more than likely confuse them, causing them to wonder if they’ve actually come to the right place. This inconsistency will definitely have a negative impact on conversions.

The text and the visual representation of your brand should share the same tone. Your marketing (online and off) should always reflect your brand’s tone; casual, professional, quirky, your, mature, factual, etc.

After your tone has been selected, you can apply it to the messaging. Promoting your brand’s unique selling proposition (USP), the unique identifier that sets your brand apart from your competitors, in the correct tone will help you speak directly to your target market on both PPC and social platforms.

Going hand in hand with your USP, is your brand’s Value Proposition (VP). Your brand’s VP is basically a promise of value that you will deliver to your customer and a identifying reason a potential customer should buy from your brand.

Your brand’s VP should express relevancy, a unique differentiation from your competitors (your USP) and its quantified benefits. The VP should be one of the initial messages that your site visitors see on the home page, if not you are losing sales.

When put together, all of these consistent and complimentary elements will create more than just a campaign. You will have created and defined your brand.

SEM and PPC

Search engine marketing (SEM) will help to drive even more traffic from Google search queries direct to your site.

The three types of campaign you can run with Google Ads are search, display and shopping. You will want to test which ones work best for your brand and then optimize your ad campaigns as well. Additionally, we suggest including web retargeting ads to compliment these types of paid traffic funnels.

We always recommend merging your PPC efforts with your SEO efforts. If for no other reason than for the highly useful and beneficial data that can be gleaned. Allowing this data to cross the gap between PPC and SEO, you’ll achieve success by clearly identifying both strengths and weaknesses in all of your campaigns.

One example of this is when your PPC keyword research informs you of one or two terms that is just too pricey to comfortably fit into your budget. You can turn this on its head by placing a higher imperative on that term or terms in your next SEO task, instead of blowing your whole PPC budget on one or two expensive terms, you’ll now be optismising your budget and thinking out of the box.

We believe that it’s beneficial to include PPC in your brand’s digital marketing strategy. PPC on Twitter, Google, Bing and Facebook can be used to achieve a plethora of trackable brand goals; APP downloads, brand awareness, email sign ups, accessing gated content, increasing online sales, etc.

We believe that PPC will provide you with the maximum control, allowing you to totally control all of the variables used when creating your PPC campaigns. PPC is not only time effective, but it also has the power to positively impact your ranking on Google’s SERP.

GETTING IT RIGHT

There are two key elements required for getting the most out of your branded campaigns: motivation and relevancy.

When searching online, we are motivated by one of two things; looking for information (about a brand or product) or making a purchase. It’s your job to accurately communicate with them, using the right messaging.

That means you have ensure that you are targeting the right people, with the right message. Sounds easy right?

It’s easy if you have the relevant traffic. Reducing irrelevant traffic will instantly boost your conversions. And it’s up to you to find the balance between to the two. Some factors for consideration are:

  • Are you promoting the right offer (for the right audience)?
  • Is your message the right message for your audience?
  • Are you using the right media for this message?

If you get the right mix of media and relevant traffic, you’re already winning.

If you’re having trouble putting all this together or you’ve already actioned the above with little success, get in touch so we help you reach your brand’s specific goals.

Blockchain is the new black

Blockchain. You can’t avoid it, it’s all over LinkedIn, business publications and anywhere digital technology and trends are discussed.

Just in case you still aren’t really sure, blockchain (created in 2008) is a decentralised digital ledger that records its transactions publicly, allowing for complete and total (public) transparency. A simplified comparison for blockchain technology is to think of it as a shared spreadsheet that is managed simultaneously, across multitudes of computers and devices, with no central data storage.

It’s impossible to add, remove or amend any data without being it being detected by other users. And by enabling the digital information to be distributed but not copied, blockchain technology has essentially conceived the backbone of a brand-new type of internet.

Blockchain is not limited to financial transactions like Bitcoin and Cryptocurrency but can be applied to any transaction of value. In fact, there are many predictions that 2018 will be a huge year for blockchain, insisting that it will conclusively change and impact a wide range of existing industries.

Because a block is defined as a record of new transactions, this technology is easily applied to medical data, voting records, copyright protection, sexual consent (true story) and digital marketing. As the most invaluable brand currency, trust is always a key objective for marketers to cultivate and sustain – blockchain provides an agile and secure way to verify key information and establish consumer trust.

Aggregating new blockchain solutions along with stringent onboarding processes that verify the entity clicking on an ad, will significantly improve ROI by reducing fraudulent clicks. The confirmation that the data being written to the blockchain is not fraudulent, requires stringent authentication process ensuring that the data is valid prior to it being written to the blockchain. Hypothetically, the data would require a series of various points of verification bench marks that would complete the initial identification verification process.

Digital Marketers and Advertisers can utilise blockchain to geofence their data by creating a smart contract that exists on the blockchain itself. This contract might encompass information about where the data is allowed to be used, stored and rights associated to it. The beauty of this comes from allowing users to directly opt-in to selected options, with the data then being collected (and stored) based on the associated rules and regulations.

It’s up to the digital marketers and advertisers to proffer adequate value that customers will share their personal information about themselves, their interests and preferences.

The use of a public key, on the blockchain, will allow for individuals to be identified by digital marketers and advertisers. Working in favour for B2Bs, the key will track a potential sales prospect or partner when used with a unique business identifier. The benefit is derived by tracking someone’s behavior and how it is related to their B2B business.

Some other benefits associated to blockchain are:

  • Increased consumer targeting
  • Improved transparency and accountability
  • Reduced number of verified influencers
  • Solutions for measurement, invoice reconciliation and publisher/advertiser transactions
  • Reduced privacy concerns
  • Increased advertiser trust
  • Boosted ROI

Even though it’s still in its infancy, blockchain is a disruptive technology that has shaken up online efficiencies, performance, security and transparency. There is no doubt about its potential to continue to be a force of change in Digital Marketing and Advertising and provide endless opportunities. That is once companies actually figure out how to utilise its power.

Interested in Blockchain for your project? Did you know Signifi Media have a development team that are more than happy to talk to you around your blockchain requirements?

Target the right audience at the right time with programmatic

Even the best ads in the digital sphere won’t result in success if they don’t target and reach the right audience at the right time.

There is an increasing requirement for brands and companies to shape their advertising efforts into a more personal and localised experience. Even the best ads in the digital sphere won’t result in success if they don’t target and reach the right audience at the right time.

From the big five all the way down to the local SMEs, businesses of all sizes and budgets are constantly readjusting their ad spends to maximise their efforts to identify, target and reach customers where they live, work and play. This new focus on Location Based Advertising (LBA) and all of its associated components will continue to increase because it boosts ad performance along with providing improved insights.

A key component to be created as an essential stream of LBA is Programmatic Advertising.

Seen as an important digital advancement, not just a current buzzword, programmatic has been helping companies and brands target and serve the right ads at the right time.

What exactly is programmatic?

Programmatic began as a means for using up remnant inventory, to boost the performance of leftover ads. It’s evolved into something much more sophisticated.

Officially defined as “the use of automation in buying and selling of media”, at its core, programmatic allows advertisers the ability to target a specific audience; age, gender, geo or social status.

A company or brand will use a demand side platform (DSP) to determine which impressions they want to purchase and just how much to pay for them. Conversely, the publishers will employ a supply side platform (SSP) to sell the ad space to companies and brands. Then, in real-time, these two platforms are connected.

A unique element of programmatic its guaranteed impressions. Once decided on the sites to show the ads on, both the buyer and the seller agree on a price prior to going. If the ad requires amplification or a change of audience segmentation, impressions can be bid on in real-time. Additionally, the buyer has control the specific time if day that the ads run and how often.

As the ad inventory is purchased, placed and optimised by automated and dynamic software, there is no reliance on human intervention.

GO LOCAL

By localising their programmatic efforts, companies and brands are able to both customise both their targeting and their messaging to better align to the local needs of the markets that they are connecting with. Localisation is most beneficial when considering that purchase habits and preferences can vary in each state and city.

Localising will drive a higher ROI as a result of increasing campaign relevance and effectiveness for local, targeted audience. Localising requires purpose-built technology. This is where Signifi can help.

Using their own bespoke dynamic retargeting platform, Dynamic Creative Platform, Signifi will customise and optimise your dynamic creative, localising it, ensuring that it’s on-brand and accommodating any type of requirement. Using your data, your dynamic retargeting ads will update automatically to match your product range, ensuring that all of your campaigns stay fresh, current and relevant.

ALL IN REAL TIME

Programmatic advertising has gone against the historical and traditional ad buying. By only paying for highly effective ads, delivered to the right people at the right time, programmatic and localised programmatic, delivers a new level of insights and transparency that has not been seen before and all in real time.

Get with the programmatic

With amazing and unprecedented benefits, it’s no surprise that programmatic is the future of advertising

Programmatic advertising helps brands to reach the right customers in the right place, at the right time – the exact audience that they want. This is achieved through a bespoke combination of code, audience data, and algorithms. This results in a quicker, results driven and more affordable platform experience.

This combination utilises identifiers such as location, device type and event tracking to clearly define and inform the customer your brand is looking for. Programmatic is also useful in selecting the right partners to work with and what specific inventory to display now that you’re attracting the best consumers. This is now the most efficient process for transforming traditional advertising.

SOCIAL

Does social fit in to the new programmatic ecosystem? With its ad buying efficiency and ad targeting relevancy, it’s a perfect match. Running programmatic on social will ensure that brands run increasingly impactful ads that are automated, data driven and transparent.

Pairing programmatic with social, brands can target the right set of customers, increasing their conversion rates and ensure that ad spend is not wasted on irrelevant impressions. This improved ROI will be positively represented in increased sales and revenue.

GET PERSONAL

Based on a consumer’s demographic, along with their preferences across music, shopping, etc. programmatic advertising can deliver them a personalised message techniques like Dynamic Creative Optimization (DCO) and cross-device targeting allow for the successful delivery of customised and reinforced brand messages.

Cross-device targeting is the method used to reach a specific consumer across a wide range of devices used such as; tablets, desktops and smartphones. This is acheived generally by sending signals from membership login/sign in pages that sit on the Advertiser/Publisher website to an Ad Server or Data Management Provider (DMP) which allows the target system to build up an object graph of each different device that signs in with the same user/pass.

Brands can and should leverage the power of this data by using programmatic real-time data and insights.

Programmatic Remarketing vs Retargeting: Spot the difference

Sure, they do sound similar and even share a common goal (of targeting shoppers that have shown interest in services, products or solutions while visiting your site), but remarketing and retargeting are definitely not the same thing.

We realise that the two can be easily confused, even Google refers to its own products and terminologies as “remarketing”. Remarketing is email or SMS based (targeting existing lists and data bases) and retargeting”s approach is more aligned to PPC, primarily utilising display ads to reach out to new users to convert them into customers.

So to help you further understand what Signifi can do for your brand, lets break down the difference between the two.

REMARKETING

Historically, remarketing has been the term used to describe re-engaging customers with email or SMS. In more recent times, remarketing has come to include email and SMS campaigns that address shopping cart abandonment, upselling, cross selling and lifecycle marketing.

Remarketing to shoppers who have abandoned your website without making a purchase re-engaging, via e-mail or SMS, reminds them of the product that they were interested in and offers a quick and simple route back to your website.

Remarketing can be successfully implemented for service bookings, travel reservations and other functions as well. This email and SMS outreach has proven to be highly appreciated, especially if there is an association of VIP treatment to the communication.

RETARGETING

The way that our retargeting works is very simple and easy, from the advertiser”s prospective. We”ll provide a small piece of code to place on your website, which will set a cookie into a visitor”s browser. When your visitors check out other websites, the cookie will
ensure that your (retargeting) ads are displayed to them.

Now that retargeting has become more mainstream, your retargeting ads will even be seen on social media platforms like Facebook and Instagram.

Unlike remarketing, which depends on a customer”s email address or mobile number to continue nurturing until they purchase, retargeting is much more autonomous and not reliant on any direct contact with your visitors.

RETARGET WITH US

Retargeted ads concentrate on lost traffic and focused on reaching out and converting the 98% of users who do not convert immediately or the more than 75% of people who fill their shopping carts and then exit without making a purchase.

With our bespoke Loopa platform we have the power to gather data points that removes the guesswork out of your digital advertising. Using a combination of data, AI, insights and analytics we”ll enhance and boost your conversions, reduce shopping cart abandonment rates, increase traffic and brand awareness through the use of programmatic advertising and retargeting.

We retarget with clear and achievable goals, reaching out to ideal target audiences, crafting messages that resonate, remind and recall them back to your site.

Retargeting is an exceptionally powerful opportunity for you and your business, so please get in touch with our experts to discuss all of the opportunities available to boost your business” exposure, conversions and revenue.