Digital Media News

The era of the “one size fits all” ad creative is over. In case you somehow missed it, there has been a major shift from the old model of display advertising, which depended on advertisers distributing generic content everywhere in the hope of reaching their target audience, to highly personalized content within dynamic ads delivered directly to pre-targeted consumers on whatever device they happen to be using. Learn more about implementing dynamic ads in our brochure.

What has fueled the shift?

Advancements in technology and data capture have fueled the shift - providing online advertisers with access to detailed information on target audiences such as their location, interests, environment and even their preferred ways of communicating with brands. Marketers are now able to turn data into actionable information in real-time, for example, by segmenting audiences and brands while simultaneously considering weather, location, date and time, device, and more.

Difference-making online advertising campaigns require innovative strategy, leading technology, careful planning and insightful analysis. ExactDrive’s Advertising Platform and strategic consultant team provides all four, making it easier for you to generate the results you want most. Retargeting coupled with dynamic ads is a very powerful combination. With that in mind we wanted to share with our readers a sample digital media plan that we recently created for a politically focused client.

Search retargeting is the first cousin of website retargeting and they often get along wonderfully when working and coupled together as a two-punch online advertising strategy. Different than website retargeting, which focuses on displaying advertisements only to people that have previously visited a specific website, search retargeting focuses on displaying ads to people that have previously searched for specific keywords or keyword phrases.

Simply put, search retargeting is a highly effective way to target people who have proven to be interested in certain topics, services and/or products based on their search history.

Exact Drive's Tim Nichols sits down with Myles Younger to discuss how programmatic media buying makes people more important than ever.

Myles Younger is head of marketing and business development at Canned Banners, a platform for dynamic display ad creative.

Tim Nichols: You've been focused on ad creative for a long time now. What's got you thinking about media buying?

Myles Younger: In building out Canned Banners' dynamic display ad business, obviously we're going to be judged almost exclusively on the performance outcomes of the campaigns that we run. And top performance comes from a symbiosis between ad creative and media buying (among other ingredients). So in order to develop a successful platform, I can't focus solely on ad creative any more; Canned Banners is basically joined at the hip with whichever media buyer or DSP is running our creative. It's been an awesome learning experience.