Thursday Thoughts On Advertising 44

Posted on

MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.

This week we’ll look at: Mckinsey & Company Retail Study, LinkedIn Users Ability to View Sponsored Content, Chord Cutters vs Traditional TV Viewing Habits, Google Ads Remarketing Strategies & Google Ads Introduces 3 New Bidding Strategies.

Digital Advertising

MCKINSEY & COMPANY RETAIL STUDY

Bob McKay
President + Founder

Brick & Mortar Stores Need To Up Their Game- Here’s How

Are you ready? The store of the future is still in its infancy, but every one of the technologies described exists today and as a commercial product, not just a prototype or proof-of-concept. Retail leaders should act now to prepare their organization.

Download ebook HERE

PAID SOCIAL ADVERTISING

Alex Andrews
Director of Social Advertising

LinkedIn Users Can View All Sponsored Content From The Last 6 Months the article here

Following the lead of Facebook who recently allowed users to see any paid ads run by a business page within a time range, LinkedIn is now doing the same for Sponsored Content ads.  This is obviously aimed to increase transparency, but it also helps us, advertisers, to keep up with each other and research trends!

CHORD CUTTING VS TRADITIONAL TV VIEWING HABITS

Eric Ortiz 
Director of Sales + Acquisition

Millennials Hail Chord-Cutting At Home, But Linear TV Reigns In Public Settings the article here.

“As a digital generation, millennials are much less likely to invest in linear programming in their own homes, but are shown to supplement with out-of-home viewing – particularly in the context of a social environment.”

Although this article shows that millennials are watching ads in social places, does it really have the same effect as when they see it in their living room? I don’t know about you, but the last time I was at a gym or a bar watching tv, I probably only saw about 1/8th of the actual ads displayed. Meanwhile, engaged attention with this generation CAN be found via OTT streaming in their living rooms.

GOOGLE ADS REMARKETING STRATEGIES

Christian Bayne
Director of Content Strategy + Market Research

Retargeting List Strategies to Drive Conversions See the article here.

Targeting customers who are already familiar with your brand with different messaging is key to increasing conversion rates and therefore lowers your CPC. Although a few tech goals must be met to apply this strategy, it’s worth working your way up to them. Strategies involving cart abandoners, mixing in dynamic search ads and much more can be found in this article.

PPC STRATEGY

Matthew Giardino
Sr. Platform Manager

Google Ads Introduces 3 New Bidding Strategies See the article here.

As part of Google’s recent rollouts with their Marketing Live Event, they continue to introduce new advancements. This time around, they are introducing 3 new bidding strategies, designed for advertisers to be able to utilize automatic bid strategies, but also to have the freedom to control certain functions of their bidding as well. One of the biggest revelations from this announcement is that we as advertisers can now assign conversion goals to campaigns rather than at the account level. As typically each campaign has its own specific goal, this allows for algorithms to pick more relevant metrics for each campaign to optimize.

We hope you enjoyed these snippets of information that we chose to share. Look out for the upcoming #ThursdayThoughts post. (Yes, it’ll be on Thursday). See our previous post here.

[gravityform id="14" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_14' ><form method='post' enctype='multipart/form-data' id='gform_14' action='/blog/thursday-thoughts-on-advertising-44/'> <div class='gform_body'><ul id='gform_fields_14' class='gform_fields top_label form_sublabel_below description_below'><li id='field_14_3' class='gfield gf_left_half gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible' ><label class='gfield_label gfield_label_before_complex' >Name<span class='gfield_required'>*</span></label><div class='ginput_complex ginput_container no_prefix has_first_name no_middle_name has_last_name no_suffix gf_name_has_2 ginput_container_name' id='input_14_3'> <span id='input_14_3_3_container' class='name_first' > <input type='text' name='input_3.3' id='input_14_3_3' value='' aria-label='First name' aria-required="true" aria-invalid="false" placeholder='First*'/> <label for='input_14_3_3' >First</label> </span> <span id='input_14_3_6_container' class='name_last' > <input type='text' name='input_3.6' id='input_14_3_6' value='' aria-label='Last name' aria-required="true" aria-invalid="false" placeholder='Last*'/> <label for='input_14_3_6' >Last</label> </span> </div></li><li id='field_14_2' class='gfield gf_right_half gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible' ><label class='gfield_label' for='input_14_2' >Email<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'> <input name='input_2' id='input_14_2' type='text' value='' class='medium' placeholder='Email*' aria-required="true" aria-invalid="false" /> </div></li><li id='field_14_4' class='gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_14_4' >Name</label><div class='ginput_container'><input name='input_4' id='input_14_4' type='text' value='' /></div><div class='gfield_description' id='gfield_description__4'>This field is for validation purposes and should be left unchanged.</div></li> </ul></div> <div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_14' class='gform_button button' value='Submit' onclick='if(window["gf_submitting_14"]){return false;} window["gf_submitting_14"]=true; ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_14"]){return false;} window["gf_submitting_14"]=true; jQuery("#gform_14").trigger("submit",[true]); }' /> <input type='hidden' class='gform_hidden' name='is_submit_14' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='14' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_14' value='WyJbXSIsIjcxMWZkODA5Yjg0NWEwNDg2MTYzYzcyNDgwYmVkZTA1Il0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_14' id='gform_target_page_number_14' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_14' id='gform_source_page_number_14' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> </form> </div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 14) {if(typeof Placeholders != 'undefined'){ Placeholders.enable(); }} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [14, 1]) } ); </script>