Category

Programmatic

Acronym is a Finalist for Two U.S. Search Awards

By Acronym News, Paid Search, Programmatic, Social Media No Comments

Acronym is Recognized for Best Use of Local Search and Best Integrated Campaign

The U.S. Search Awards short list was released on Friday and Acronym nabbed two wins as a Finalist for The Best Use of Local Search and The Best Integrated Campaign. Winners will be announced on July 29th.

The recognized campaign for the Best Use of Local Search campaign spotlighted our work with a luxury hotel brand that sought to increase non-brand local Search rankings and traffic for 700 individual property websites, including hotel/resort, residences, spa, restaurant, and bar listings — all while driving measurable revenue through local, organic Search efforts.

Acronym developed and executed a framework of best practices for local listing optimizations, including each location’s most desired non-branded Search terms and gave the individual property listing managers clear and tailored processes for ongoing efforts to drive lasting results.

The average non-brand local rankings for individual properties increased by 29%.

The individual property website traffic increased by 8% and property revenue from local organic Search also increased by 8%.

Local property managers are continuing to implement Acronym’s processes, and we expect these results to continue to increase month-over-month as additional content is optimized through local search engines. 

Meanwhile, the recognized work for Best Integrated Campaign spotlights how Acronym helped Wharton Executive Education grow their audience, improve prospecting efficiency, and limit the barriers to entry for programmatic content while ensuring the brand’s presence across premium publishers to drive more online applications.

Acronym streamlined prospecting and awareness through seamless buying to dramatically improve efficiencies by creating strategic programmatic content alignment with publishers on premium websites including sites like Finance.Yahoo.com, USAToday.com, Newsweek.com, Forbes.com, SFGate.com, CNN.com, NewYorkTimes.com, NewYorkPost.com, HuffPost.com, CBSNews.com, WashingtonPost.com, BusinessInsider.com, and more.

This new approach to display and programmatic advertising reduced time spent on media buys, drove efficiencies, and increased performance, enabling Acronym to limit barriers to entry, buy directly on premium sites more efficiently, lower barriers to entry and develop a new process that performed the way you would through direct site buys, programmatically.

This is the third recognition for Acronym’s work with Wharton this year. Last month, U.S. Campaign named Acronym a Finalist for the Best Use of Digital/Programmatic and the social media campaign supporting Wharton’s Live Online Programs was named Agency Campaign of the Year by Sprout Social.

If you’d like help developing the right local Search, Programmatic or Social Media campaign for your brand, please let us know. Our media teams are ready to help!

Trust in Advertising is on the Decline – But Search, Social and Programmatic Still Deliver

By Content Marketing, Programmatic, SEO, Social Media No Comments

It’s no secret that consumer trust in advertising has been steadily declining in recent years. But, it’s not all bad news for brands as reports indicate consumers still trust some channels over others. For example, Nielsen’s Trust in Advertising study found that brand sponsorships are among the most trusted advertising sources among global consumers, yet most marketers don’t readily consider newer ad formats like brand integrations, sponsorships and product placements in their media planning. This is where programmatic strategies can help brands connect with customers by leveraging the built-in trust of these partner integrations.

The report also highlights how important digital channels have become from a marketing perspective, evidenced by significant increases in planned spending across search and social media.

Digital marketing channels are attractive because they drive sales in the current quarter, not the next and deliver real-time conversion metrics. Marketers surveyed by Nielsen believe search and social media are the most effective for their businesses.

Meanwhile, The Edelman Trust Barometer has shown that both trust and reputation are correlated with actual and intent to purchase, but that trust is in many ways the more powerful factor. For example, 61% of people globally say that a good reputation may get them to try a product; but unless they come to trust the company behind the product, they will soon stop buying it regardless of its reputation.

So, how can a brand improve its reputation and create the kinds of connections that convert?

According to Edelman, consumers most want Diversity, Authenticity, Transparency, Social Responsibility, Data Security, Valued Opinion and Purpose from brands.

Marketers can demonstrate these brand attributes through their message as well as the select channels and media outlets in which they place their programmatic ads. This can be amplified by additional content marketing through social media and search.

If you’d like assistance with your content strategy and how to best select the right channels in social, search and programmatic, give us a call. We are here to help.

The Six Best Practices that Deliver Programmatic ROI

By Insights & News, Programmatic No Comments

The latest Attitudes to Programmatic Advertising survey reported the percentage of advertisers investing more than 41% of their display inventory via programmatic methods increased to 70% in 2020 from 55% in 2019.

Data-informed programmatic ad targeting optimizes ad campaigns and ensures brands put their budget where it will deliver the greatest results by eliminating irrelevant segments and focusing spend on targets with predefined traits like demographics, age, gender, geolocations, browsing history, and online activities. 

Some other key findings include the use of video as a key driver of programmatic investment amongst agencies; 54% of agencies now buy more than 41% of their video inventory programmatically compared to 50% in 2019. And, with the rise in advertiser investment in programmatic, ads.txt inventory purchasing is increasing, as is awareness. 52% of Publishers meanwhile said they were selling more than 81% of their ads.txt inventory.

Today, the buy-side continues to evolve towards hybrid models. In 2019, 15% of advertisers stated that they had a hybrid model for programmatic trading. This has increased to 30% in 2020.

What Are the Best Practices in Programmatic Ad Targeting?

So, as more brands embrace programmatic, what are the best practices to improve your ROI?

1. Behavioral targeting: This is an important way to connect with customers by delivering relevant ads based on their behavior signals such as search history, browsing habits, social media interactions and purchase behaviors. 

2. Hyper-local targeting: Multi-location brands can leverage programmatic ROI by focusing on specific geographical locations. Google and Facebook, for examples, deliver hyperlocal targeting to serve specific users right down to their street addresses.

3. Ad-spend optimization: Marketers use predictive customer lifetime value (CLTV) to analyze future revenue generation by existing customers. This strategy optimizes downstream behavior like purchase decisions, app downloads and online engagements.

4. Relevant intent signals: Actionable data insights sourced from diverse touch points enable tighter ad targeting as brands can run – and adjust – campaigns based on real-time campaign performance. This is an important way to maximizes ROI and avoid wasteful spends.

5.  Frequency caps: We recommend brands differentiate cross-channel users and prevent them from viewing duplicate ads. Our Analytics teams help ensure you controls each users’ ad impressions on an hourly, weekly or monthly basis. This makes better use of programmatic media budget by avoiding repetitive ad displays to the same users.

6. Attractive brand visuals: As the Attitudes to Programmatic Advertising study showed, video remains the preferred visual media to drive the best ROI. Consistency breeds trust and brand relevancy. To make your ads more recognizable, make sure you follow your own brand guidelines and deliver not only a consistent message, but also a consistent look and feel.

If you’d like assistance in developing the right programmatic campaigns for your brand, contact us today.

Top Tips for Programmatic Success

By Insights & News, Machine Learning, Programmatic No Comments

Constant scheduling, manual negotiations, and pricing discussions, all these time-wasting activities are obsolete with programmatic advertising.

Programmatic advertising is simply campaign automation. It allows your team to focus their time on measuring campaign performance to ensure your budget is put to the best possible use with zero wasted time or money.

Programmatic also enables you to reach a larger audience. Nearly 60% of the global population is online. With precise targeting and programmatic experience, brands can find an approach to every potential customer.

With that in mind, here are the top tips for programmatic success:

  • Be selective with platforms. Understand the platform’s reach – examine which ad exchanges are included and ensure they are relevant to your target audience. Ensure you – or your partners – know the platform’s pricing structure (dynamic vs. fixed CPMs) and make your selections based on specific campaign goals.
  • Understand the Customer and their Journey. The more you understand you customer’s behaviors, the better you can connect with them throughout the journey and at key points in the funnel. Programmatic advertising allows you to tailor your branded content to each user’s interest at each stage of their experience. In fact, segmenting your customers based on their interests, preferences, and the specifics of their journey enables you to deliver the right message in the right way to each audience segment.
  • Let performance drive optimization. There is a reason it’s called “performance marketing.” The best approach allows for flexibility and revisions as performance data is available. This means you need to give your campaigns enough time for machine learning to occur as each user response informs the algorithms on the types of people most likely to act on your ad. Every ad interaction creates an opportunity for learning and improvement. In other words, programmatic advertising enables brands to narrow campaign targeting with each measured result.
  • Cast a wide net that’s based on stated goals. Programmatic success relies on multi-channel optimization. However, it’s important to select the channels that will deliver the desired call-to-action. This wide net also includes the content types you use in your programmatic campaigns. Because the algorithms continually test user response, delivering three-to-five different pieces of content gives you more performance data to connect with different buyers.

While it’s easy to think that programmatic advertising is entirely automated, you still need a clear strategy behind it. Machines are only as useful as the people operating them. Combining human experience and creativity with marketing automation delivers credible, actionable, successful campaigns. If you’d like assistance getting started in programmatic advertising, contact us today. We are happy to help.