Digital Media News

Retargeting has become the tactic of choice for the modern marketer - and for good reason. Also commonly referred to as behavioral retargeting or remarketing the term is defined as a type of online advertising where certain products or services are targeted to specific users based on their previous interactions with a brand.

How Does Retargeting Work?

When a user visits a particular online retailer’s website (for example) and browses for a product, a record of that interaction is stored on their computer in the form of a cookie. A programmatic retargeting campaign can then access that cookie the next time a user visits a site with an appropriate ad buy; view the record of the product the user was looking at and serve up ads that are designed to showcase that product in greater detail.

Because retargeting only focuses on previously engaged website visitors, it tends to be more effective than many other forms of online advertising.

For those who don't know, ad trafficking is a technique used in marketing and sales strategies, intended to sell advertising services to businesses and various other clients. The ad trafficking agent responsible for managing these advertisements will place the media and creative in strategic locations to enhance the chances that interested customers will see it, and convert.

Typically, professional Internet ad traffickers will work closely with their clients to carefully develop and place banner ads or similar tools on a range of specific websites. The aim is to create an effective advertising campaign based on recognizing the ad formats most likely to attract the attention of the client's target market. Depending on how successful a particular ad series may be, the client may request additional impressions when they feel as though the trafficking is generating a higher level of conversions, and the client will be able to have input throughout various stages of the ad campaign.

ExactDrive is excited to be included in a recently article posted on Forbes.com. This post was written by Tim Nichols of ExactDrive Inc.

Advertising makes up a crucial part of developing a successful online presence and bringing in new revenue. Any thriving marketing expert or publisher must employ an effective ad operations company if they want to make sure that everything continues to go smoothly with their future strategy. However, although some people already know how important ad operations may be, others are left wondering what it's actually for.

Ad operations teams work with online and digital strategies to help publishers manage their advertising campaigns and maximize potential revenue. Digital advertisers may offer anything from display advertising in the form of rich media and banner advertising, to search marketing, text advertising, mobile ads, and video advertising. So once you've established just how important ad operations actually are to your business, how do you ensure that you can keep your team happy?

Contrary to popular opinion, the idea of content marketing and its importance isn’t a new one. Bill Gates first drew attention to the concept in his appropriately-titled 1996 essay ‘Content Is King’. In the essay, he talks about his predictions for the Internet after its recent birth and his message is simple: understand that companies who find ways to inform and entertain will thrive on the Internet and reign supreme. Content marketing is on the rise.

Gates’ 18-year-old prediction was accurate - it’s still an extremely important issue today. Content marketing should be adopted as a philosophy, not taken to and tested like a trend. There are plenty of misconceptions and assumptions about content marketing, so what’s it all about?

Once you have established a sound online advertising campaign strategy by setting up your social media profiles, creating content for your website, optimizing your website's infrastructure and content for the search engines, you should start seeing a significant increase in traffic within the first few weeks. However, what really counts when it comes to website traffic is not numbers alone - the quality of this traffic is what's important. You could have a thousand unique visitors per day, but if you are only generating one lead or getting one sale per day on average, your marketing efforts clearly aren't achieving much. In order to make your increasing visitor numbers count for something, you will need to take every step that you can to increase conversions. Converting as many visitors to your website into leads or paying customers is the ultimate key to success rather than sheer numbers alone. 

How to Avoid Making Ugly Banner Ads That Are Annoying as Kimmy Gibbler on Speed. You know, Full House—aka best show ever except for that menacing Kimmy. Any way, in order to prevent your target market from shrieking in horror and retreating from your banner as soon as possible, we are going to go over a few tips on how to create and design the best display ads.

Be Concise

Like a billboard, you don’t have much space with which to express the gamut of your emotions—or gamut of words explaining your product, deal, promotion, brand, etc, etc, etc. See how I went on and on right there? It’s annoying isn’t it? Well your ad will be annoying to your target market if you barrage them with words (or photos or flashing anything). Basically, don’t go overkill. The more concise and clear you can be, the better.

Good

Bad

Think about what is the most pertinent information to include, and if you have some room for creativity then go for it. But don’t go for it too much and always try to . . .