Thursday Thoughts On Advertising 6

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MCKAY ADVERTISING + ACTIVATION

#ThursdayThoughts

Welcome back to #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 look at: Google Ads On Billboards, Paid Social Advertising, Content Marketing, Customer Journey Design & Sales Strategy.

Digital Advertising

GOOGLE ADS ON BILLBOARDS

Matthew Giardino
Sr. Platform Manager

Imagine Purchasing Billboard Spots Programmatically See the article here

Google is actively looking for a deal that will allow them to utilize their data in Germany to purchase out of home advertising.  “Privacy concerns mean it’s unlikely to be able to target out-of-home ads at individuals, but it can pull demographic data on what kinds of people are in a given place at a given time.” As an advertiser, being able to purchase billboards programmatically is an exciting thought and a space that Google would love a piece of. However, there are a lot of hoops that will need to jump through for this to come to fruition.

PAID SOCIAL ADVERTISING

Alex Andrews
Director of Social Advertising

LinkedIn Has A New Campaign Manager Interface See the article here

LinkedIn has hyped up the new campaign manager interface, and while there was some bugginess on release, it is definitely a step in the right direction. The response times are much faster, there is more access to break down data on the ad level, and overall it is much more intuitive.

For a platform that has traditionally been very clunky to manage ads on, these are exactly the type of changes they must make in order to get anywhere close to sniffing Facebook’s boot when it comes to the paid social ads industry.  The most important sentence in the article is the last sentence: “‘Today’s release is just the first foundational step in a longer plan,’ the company writes in Thursday’s announcement.”

CONTENT MARKETING

Bob McKay
President + Founder

DigiDay 2018 Content Marketing Summit Insights See the article here

“Facebook now is a customer service platform — people use it to come and complain but not really to do marketing or content marketing.”  The free ride is over, and you need to be in ads manager to affect

CUSTOMER JOURNEY DESIGN

Christian Bayne
Director of Content Strategy + Market Research

Eliminate Organizational Silos By Mapping The Customer Journey. See the article here

Although mapping out a customer journey/life cycle is a lengthy and tedious process it pays large dividends if done correctly. Using a funnel approach that starts at the top and drips to the bottom doesn’t cut it anymore. You must be able to understand all touchpoints along the journey, pinpoint exactly where each department of your organizing fits into it and then invest the dollars into which portion of the journey is working best for the client’s needs.

SALES STRATEGY

Eric Ortiz 
Director of Sales + Acquisition

Find Creative Ways To Help Your Clients

Comment: “In a world where we live by the numbers of our campaigns, it is often difficult to back up and see the big picture. I feel like a financial advisor at times. There are going to be dips and movements in performance in digital media, but we always have to find ways to still show value to the clients in these moments. For an advisor, it may be a new investment opportunity. For a marketer, it may be a new method of tracking! Find ways to help your clients without ONLY looking at the numbers.

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 last weeks’ post here.