Retargeting has been a critical, occasionally controversial part of the digital media mix since it became widely available in 2010. Bringing visitors—who were expensive to attract in the first place—back to a site is a powerful tactical marketing tool. But there has not been much innovation since adwords made it available at scale almost a decade ago: place pixels, create segments, (all too often) remove frequency capping, optimize for clicks, done.
An attribution model is a set of rules that determine which touchpoints in a conversion path receive credit for sales and conversions. But with more than one model to choose from, how can brands be sure they are fairly assigning the full and correct value to every channel on a customer’s path to purchase?
A guest post by Adam Barley, Head of Product Design at Ve Global.
Today’s marketers are fortunate enough to have more channels at their fingertips than ever before. And while every channel will require a different mix of expertise, strategy and objectives, they all have one thing in common; a connection with the onsite experience.
Recent predictions have suggested that 65% of all digital advertising spend, equalling $84 billion, will be traded programmatically in 2019. However, growth and increased spend has very little correlation to effectiveness and performance, and sadly too many brands are channelling vast sums of money into digital advertising without focusing on the bigger picture; targeting, optimisation and where programmatic advertising fits into the wider customer experience.
A guest post by Rochelle Williams, Product Designer at Ve Global.
It is common knowledge that the millennial generation changes jobs more frequently than any that has come before. We are constantly questioning whether we are happy in our work, and strive to do something ethical that ‘makes a difference’ in the world. In this environment, it is challenging to ever be truly satisfied by our work.
There’s no question that the iGaming industry – which today includes online gaming, casinos and sports betting – is booming. In fact, it’s growing at such an exponential rate that 11% of total internet traffic now comes from online casino players. With such opportunity ahead, brands are realising the need to deliver outstanding experiences if they want to acquire their share of new players.
Valentine’s Day spend in 2018 was predicted to grow to a near-record $19.6 billion, according to a National Federation Survey. This equates to an average spend of $143.56 per person, of the 55% of Americans that were celebrating. If last year’s predictions are anything to go by, it looks like Valentine’s Day is on track to again mark the first of the key holiday dates in the 2019 ecommerce calendar.
Spot an opportunity – or challenge – related to your digital strategy and the solution will often involve the research, purchase and implementation of new technology designed to tackle it head on. This is as much the case with programmatic advertising effectiveness as any other channel.