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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

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Alphabet soup in Digital Marketing or Programmatic Advertising: A look into DMP, DSP, SSP, RTB, DBM and DCM

Programmatic Advertising and Digital Marketing acronyms

In and Big Data era, a digital marketer comes across many .

Here in these article, we shall share the definitions of acronyms like DMP, DSP, SSP and RTB. On top of that I would like to add DBM and DCM as I came across some digital marketer who might be confess with the features and functions of these two products.

DBM – DoubleClick Bid Manager (now renamed as DV360 or Display Video 360)
DCM – Doubleclick Campaign Manager (now renamed as CM or Campaign Manager)

The DSP facilitates the real-time bidding (RTB) on multiple RTB exchanges, which are brokers for ad inventory across thousands of publishers. This enables marketers to reach their target audiences through demographic, behavioral, and contextual targeting, and optimize based on the best-performing media strategies.

Why DMPs matter: They centralize audience data, analytics, and reporting and allow marketers to optimize their targeting efforts using multiple data sources.

DMPs can also act as the marketer’s data distribution hub by “forwarding” first and third-party data sets to the publishers and ad networks that the marketer wants to use for digital campaigns.

The DMP enables marketers to centralize and make use of all different kinds of data sets—offline and online, first-party (your own audience data), third-party, etc.—to make more informed decisions as to how they can most effectively reach their target audiences online and realize the best ROI.

In today’s digital landscape there are an infinite number of acronyms. As a marketer, you might have KPIs (Key Performance Indicators) for your RoS (Run of Site) campaign with the end goal of driving new MQLs (Marketing-Qualified Leads). While I could go on for days describing all of the acronyms that you might run into, there are a handful that are tossed around quite often in digital marketing speak that are a bit more difficult to digest:

 

Curated from A Look Into DMP, DSP, SSP, & RTB Acronyms | LinkedIn Marketing Blog

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.

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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.

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

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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.

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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.

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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.

 

 

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Lookalike modelling: the ad industry technique demystified | Media Network | The Guardian

“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

This is a very complex process, demanding rigorous methodology and huge amounts of computational power, but the end result is hugely advantageous: find people who behave in the same way as your customers, but who haven’t bought your product yet.

 

So what does a lookalike model actually look like? Say a washing machine manufacturer is having a sale and wants to encourage online purchases. We’d place a pixel on the sale confirmation page and analyse the behaviour that purchasers have undertaken elsewhere on the web (completely anonymously, of course). This group is analysed in order to reveal online behaviours that rank most highly amongst people with a propensity to buy washing machines.

 

Lookalike modelling is critical in programmatic buying – it’s the methodology advertisers use to define the users they’re after on ad exchanges. Yet there’s a distinct lack of transparency about how it’s done, consequently, it’s an area often least understood by buyers and owners.

 

This is particularly true in media planning and buying where technology and automation (aka ‘programmatic buying’) is burgeoning. So, I’ll aim to demystify the science behind one crucial approach in this field – the ‘lookalike’ model.

 

Marketers are bombarded with a bewildering amount of technology and science purporting to help them advertise more effectively. Whilst many of these may help there’s little doubt it’s harder for marketers to ‘look under the hood’ to assess whether these really deliver the right audiences they claim to.

 

 

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The growing location based marketing opportunity – and how to capture it | ITProPortal

“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

The technology is now in place to be able to link a specific advertising creative to a specific location.  Every potential customer who is close to a particular shop will then only see the dynamic creative developed to reach potential customers around that specific shop. The right offer can be delivered using relevant images, animations, videos or native ads. Then, granular reporting can be made available immediately, showing impressions, clicks and post-click engagement at POS level.

 

Targeting can now be based on elements around a user’s location and surroundings, in addition to app context and other influencing factors. To target based on interests, you can target areas where you are most likely to find users interested in your products, for example, airports if you are looking for air travellers.

 

Those with a few stores can send users messages based on their locations, then either drive traffic to store or route them to a mobile app or call centre retailing presence. For advertisers with no physical presence at all, geo-fenced campaigns can still be useful, as they allow them to find their audience.

 

There are highly effective ways to realise the full promise of mobile to generate traffic through location based mobile advertising. It’s a perfect strategy for bricks and mortar retailers with many stores, as campaigns can be focused on point of sale with links to directions and special offers etc., and it’s also a highly effective option for those with just a few physical stores.

 

Mobile continues to gather pace in pursuit of desktop and it’s due to overtake it very soon. An often overlooked but related opportunity to this is the potential of geo-fencing technologies and drive-to-store strategies.