Brand Safety in 5 Levels

Programmatic Brand Safety

Brand Safety in display advertising is the measures to protect your brands from exposing to inappropriate content. Over the years, I also saw brands overlooked to put brand safety in place in their display advertising campaign resulting into big catastrophe.

Brand safety can usually be put in place in the programmatic ad platform by excluding your brands in inappropriate content in 5 levels:

1) Digital Content Label – Exclude Adult content (DL-MA), Audiences with parental guidence (DL-PG) or Mature audiences (DL-MA)
2) Sensitive content categories – Exclude adult, gaming, alcohol, violence, accidents, tragedy, political sensitive and more
3) Placements level (Blacklist Specific URLs or apps with inappropriate content)
4) Contextual Keywords Level (Put negative keywords)

You may also subscribe to 3rd party ad verification technology such as Integral Ad Science (IAS) to enforce brand safety for your ad campaigns

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course

You may sample our One Day Trial Course before making the decision to take the full course

Email to us for Consultancy on Programmatic Advertising

Gain insights into your traditional linear TV campaigns in DV360

Programmatic DV360

By linking a YouTube channel where you post TV ads, you can explore key metrics and audience data about your recent airings on TV Ad Explorer within the DV360 platform. With this deeper insight into traditional TV performance, you can inform the strategy of your digital campaigns. Audience data you can get includes genders, age, day and hour, and genres of programs.

Unfortunately TV Ad Explorer is only available for national TV campaigns with airings in the US

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course

You may sample our One Day Trial Course before making the decision to take the full course

Email to us for Consultancy on Programmatic Advertising

Programmatc Audio Ad Formats – New Kid on the block

Programmatic Media Buy

This is an exciting addition to that was only enabled quite recently in programmatic platforms. Brand marketers can now leverage on the power of audio messaging to connect with audience; and reach the objectives of brand recall, brand interest and sales ROI. Google’s DV360 is one of the programmatic platforms that move to embrace this new ad format. DV30 provides the audio ad units in 15s or 30s non-skippable ad format with click URL and companion display.

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course

You may sample our One Day Trial Course before making the decision to take the full course

Email to us for Consultancy on Programmatic Advertising

The rise of vertical video ad format – Capture the moment

Programmatic Digital Advertising

Vertical videos formats in video advertising are getting more and more popular. This trend is pioneered by Snapchat as the vast majority of video content captured on smartphones is shot vertically.

In line with this trend and following Snapchat, we have seen Instagram Stories, facebook and youtube all move to embrace vertical content formats

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course
You may sample our One Day Trial Course before making the decision to take the full course

Email to us for more consultancy on Marketing

 

Artificial Intelligence (AI) – Future Digital Marketing Trend

Artificial Intelligence (AI) In Marketing

Artificial intelligence marketing is the future trend in . It is a form of marketing leveraging artificial intelligence concept and model such as machine learning and software algorithm based on big data instead of human learning and reasoning across all touch points in the consumer journey to achieve marketing goals. The derived benefit is the prediction of marketing demand and trend and consumer behavioiur as well as marketing automation.

Here are examples of how AI is applied in Digital Marketing

Artificial Intelligence in Marketing and Advertising – 5 Examples of Real Traction

Curated from Artificial Intelligence in Marketing and Advertising – 5 Examples of Real Traction – Artificial Intelligence Companies, Insights, Research

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course
You may sample our One Day Trial Course before making the decision to take the full course

Programmatic Media Buy – 2 Definitions

Programmatic Media Buy | Programmatic Digital Advertising

buy in its broad sense is any advertising format which involves the use of automation software and machine learning technology. And Programmatic buy in its narrow sense is the advertising format using automation software and machine learning in display and video advertising on Demand Side Platform (DSPs)

Real-time bidding (RTB) is a the sould of programmatic ad buying. RTB allows advertisers to buy ad space in real-time. The purpose of RTB is to help finding your target audience or users the moment a user reaches the website or about to see it by getting your ad in front of customers in the moments that matter. RTB lets you bid on an impression the moment a user is about to see it. As a result, you have a better chance of showing your ads to potential customers and avoid paying to show your ads to people who are unlikely to be interested.

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course
You may sample our One Day Trial Course before making the decision to take the full course

Email to us for more consultancy on Programmatic Marketing

 

3 Major Changes in Rebranding of Google Ad Products

Digital Marketing
On Jun 2018, Google announced rebranding their self-served biddable ad platforms.

First, Google adWords, a product for SMEs launched in 2000 for search engine advertising, Google Display Network (GDN) ad placements, and youtube advertising are renamed as Google Ads. The new link to access the platform will be ads.google.com

Second, DoubleClick, an enterprise-level product bought by Google in 2008 for US$3.1 billion will be consolidated under name of Google Marketing Platform 360. The new link to access Display Video 360 (formerly called DoubleClick Bid Manager DBM), the programmatic ad platform will be displayvideo.google.com

Third, Google Ad Manager mainly for publishers selling ad inventories to brand will combine DoubleClick for Publishers and DoubleClick Ad Exchange togther for more synergistic effect.

The rebranding and new names have no drastic changes in the account structure and features. However we guess that Google has ambition to make steady enhancements to the platform.

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusively provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course
You may sample our One Day Trial Course before making the decision to take the full course

Google’s advertising business accounts for most of its revenue, making $26.6 billion in the first quarter of 2018. This compares to its “other” revenues, including cloud software, which made $4.3 billion. Renaming and reorganizing the software will make it easier for ad buyers and sellers to use it — and therefore, in theory, easier for them to spend money with the online giant.

 

Google Ad Manager, meanwhile, will bring together two software products, DoubleClick for Publishers and DoubleClick Ad Exchange, used by publishers who sell their online advertising inventory to brands.

 

DoubleClick, which was bought by Google in 2008 for $3.1 billion, is software that lets marketers manage their advertising campaigns and collect information about how someone has browsed online. Along with Google’s Analytics 360 Suite, which provides large companies with data on advertising performance, it will be renamed Google Marketing Platform.

 

Google Ads will be the “front door” to let brands and media agencies buy ads on Google search, maps, its Play app store and on YouTube videos, among others.

 

Google AdWords, the software that lets advertisers bid on words and phrases to get their ads featured on its search homepage, will become Google Ads, the company said in a blog post. Adwords is a product that was launched in 2000, and was the company’s first piece of advertising technology, mainly for smaller businesses to advertise to potential customers online.

 

Introducing Google Marketing Platform

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

In the U.S., adidas has started working more collaboratively across their digital teams to share insights and get a deeper understanding of their customers. Chris Murphy, Head of Digital Experience, describes their approach:

 

In our recent survey of global marketing organizations, we learned that the priority for marketers is to better understand their customers. By offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing.

 

Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.

 

Of course, changes in technology have meant changes for digital marketers. There’s been an explosion of channels, formats and data. Consumers are also more aware of how they’re being marketed to and how their data is being used—and they want more control.

 

The online world was very different when DoubleClick debuted in 1996. Things we take for granted today, like texting emoji, sharing funny YouTube videos, or taking smartphone selfies were all years away.

 

 

Programmatic TV is the future: Here’s how to capitalize on the opportunity – Marketing Land

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

Like most things programmatic, there is already a fair amount of complexity within this area, beginning with what “programmatic TV” actually refers to. In essence, any TV inventory that can be bought via a programmatic platform falls under this definition.

 

Regardless of exactly when, it seems inevitable that all TV inventory will eventually be purchased programmatically. And, considering the example of programmatic display’s incredibly rapid growth, we should expect this to happen sooner rather than later.

 

Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue by 2021, whereas a study by Videology states the consensus among industry experts to be closer to more than half by that date.

 

Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.

 

The tide is turning: traditional TV advertising is slowing down, programmatic TV is rapidly expanding, and tech platforms and broadcasters are in frantic competition to claim this new, highly desirable market.

 

 

Remarketing 101: A Beginner’s Guide – Search Engine Journal

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union. One of our successful recipe is remarketing on the programmatic advertising platform.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

Remarketing, also known as retargeting, are banner ads that target you after you’ve visited a company’s website. So after you visit a site like 80sTees.com (no affiliation) – and move on to a site like Gawker, you might see a 80sTees.com banner ad. How this works is a bit more complicated. Let’s dive into how exactly remarketing works and how your company can start using it.

 

You might be familiar with the term ‘remarketing’ and you may have read countless articles about the topic. If so, this isn’t the article for you. However, if you need a crash course, you are in the right place! This guide is designed for beginner-level audiences and to be your team’s tactical go-to.

 

But what if we were to pull the curtain back and show you who the Wizard of Oz is? Knowing what remarketing is and how it works may make it less impressive, but that doesn’t change its effectiveness. Even if you know the magic behind remarketing, it is a highly effective ad tactic for marketers.

 

Seems pretty impressive, right? That company must have a huge ad budget and be doing well if it can afford ads on all these major websites! If you’re not aware of what remarketing is, it can definitely be impressive.

 

Have you surfed the web and felt like a company was following you everywhere you go? You skip from CNN, to Facebook, to your favorite celebrity gossip site, and everywhere you look you see a banner ad for one company?