Think globally, act dynamically

Online media technology is taking Glocal marketing to the next level. Are you taking advantage?

“Think globally, act locally,” (global + local = Glocal), is a marketing strategy requiring your overall brand strategy to become part of the local culture for which you’re marketing – adapting to the unique needs of your customers on terms they understand and relate to. As you craft your message more granularly toward an increasingly specific audience – global > national > regional > local – you narrow the gap between awareness and conversion and make the most from your marketing dollars. It’s a proven strategy – so why aren’t more marketers utilizing it?

The unfortunate reality is that Glocal marketing requires extreme customization and comes with increased cost, increased expectations and increased risk – at least traditionally. Fortunately for us, online media has the benefit of living on the forefront of technological innovation; innovation that affords the opportunity for endless customization at low cost.

For the past decade, online marketers have been using a combination of geo-targeting and creative optimization to realize the efficiency of a Glocal strategy. But what if we could take it one step further? What if your message was dynamic and adapted based on local attitudes?

Dynamic banners take the concept of Glocal marketing and maximize its potential by layering in local data that impacts the attitude of the user. Weather patterns, gas prices, stock values, sports scores – the data we consume each day has the ability to directly impact the way we engage with advertising. If gas prices spike, fuel efficient car sales rise. When weather patterns get worse, snow tire sales are impacted. When the stock market takes a dip, financial services start to look more attractive.

How it works: Upfront, banners are split into parts – call the action, colour, message, image, etc. The ad server is then set up to communicate with the data feeds we live and breathe every day. Rules are then set to display the correct combination of banner parts to the user when it makes the most sense.

Example 1: When it’s raining or snowing, an auto ad would highlight the all-wheel drive and safety capabilities of a vehicle. When it’s sunny, it would showcase the convertible model.

Example 2: When the stock market takes a dip, a bank might want to say, “The stock market is down today, we can help diversify your portfolio.” When the stock market is up they might want to say, “The stock market is up, let us help you realize your investment potential.”

The ability to reach local markets and dynamically change your message to reach them when they are most receptive to your ads is within reach. Online media technology makes it simpler and as cost effective as ever to truly realize this potential.

Find out more today.

Six Degrees of Ad Visibility

While it is relatively straightforward to define what constitutes a “viewable impression” for media trading purposes –a work-in-progress in the industry right now, the notion of ad visibility becomes a lot more subjective when considered from the user’s standpoint. To illustrate this point, consider the instances described below, wherein a banner may well fail to attract the eye in spite of being placed in full view:

•    Pitch black: at ground zero of ad visibility, ads are completely invisible, meaning they don’t even physically load and therefore have no chance of being viewed. Whether because of fraud or a technical glitch, the result is the same, a wasted impression.

•    Shielded: with users viewing the vast majority of online content above the fold, ads requiring a scroll down to be visible are much less likely to be seen.

•    Camouflaged: an ad may be perfectly viewable in the technical sense, but when displayed on a page cluttered with competing ads or other visual distractions, its chances of standing out and being noticed by users can be hampered.

•    Transparent: sometimes you can’t see something that’s staring you right in the face, simply because your mind is “miles away”.  If the brand featured in the ad is too dissimilar from the context of the page being viewed, it may fail to register with the user.

•    Out of focus: Similarly, if the user your ad is displayed to is not a current or potential consumer of your brand or the featured product, they are not likely to care very much, e.g. baby products ad displayed to a single guy, and will therefore be less noticeable.

•    In the Spotlight: Congratulations!  Your ad has made it to the front of the queue, ahead of all of the stimuli that compete for a user’s attention online. It is in full view, on an engaging site, placed within an appropriate context and the viewer it’s displayed to fits the consumer profile for your brand.

This ultimate degree of visibility obviously carries the most value for an advertiser and achieving “spotlight” status should be the strategic goal for any media vendor.

However,  this is still only just a start! Beyond being merely seen, an ad must above all be looked at. It must engage the user and elicit its intended response. That’s where the magic of creative comes into play… in the challenge to capture and retain the attention of the audience. Visibility, as imperative as it may be for someone to engage, take action or remember a brand, is only a condition, not a guarantee, for success.

For a chance of being noticed, advertising must reach "spotlight status"

How video is changing the online advertising landscape forever

Posted by Julia Casale-Amorim

Three reasons why online video is poised to explode in 2011.

What do I think will be a game changer for digital marketing in 2011? Without question: online video. Online video is no longer experimental. It will be a necessary component to any major brand’s online media strategy.

Over the last few years the online video space has been building great momentum: consumers gaining broadband access, publishers responding with more video content, advertisers testing the waters with in-banner and “viral” executions, media platforms sharpening their technology, and the IAB standardizing metrics and implementations. It wasn’t too long ago that we were debating whether the preroll or overlay was going to be the primary means to monetize video content.  These days the dialogue has shifted to focus on what new ways we can leverage video to create deeper connections with our users, track ad engagement and take creative interactions to a new, more immersive level…Read the whole article >

When Brilliant Creative Misses the Mark

Posted by Julia Casale-Amorim

Practical tips for making sure your creative doesn't miss the mark

Picture a fabulous, brilliantly produced rich-media execution — chock full of immersive, engaging functionality, eye-catching design and a powerful call to action. Now consider the fate of the campaign that employs this execution. Should it speak to an audience other than the one who will ultimately purchase the product advertised?

There is no shortage of campaigns running rampantly across the Internet that fail to successfully marry media to creative, or product to audience.

Are we losing sight of simple but vital “marketing common sense” in the digital age?…Read the whole article >