Staying on top of the latest marketing trends, we want to introduce you to a shift in digital media buying that has been widely adopted by other industries and proven to be very effective. Digital media buying is undergoing a revolution. Since 2011 there’s been a shift in media buying from non-programmatic to programmatic. What does that mean?
Purchasing ad space on a specific website
Purchasing though various 3rd parties that have the
automated capabilities to serve ads to specific
target audiences across a variety of websites
Shift in Digital Media Buying 2011-2016
How do you determine WHO your target audience is?
Ask yourself if you are:
1) targeting new prospects?
2) retargeting prospects that already showed interest in your website?
When targeting new prospects, it’s best to create mini-personas to describe your target audience. Here are a few questions to pose to get your strategic plan in place:
What Does Retargeting Mean?
What Content Is Best Used In Retargeting Ads?
When retargeting prospects who have already visited your website there are 5 different forms of content you should consider including in your ads based on your prospect’s behavior.
2. LAST PAGE VISTED
3. SEQUENTIAL MESSAGING
5. SEARCHED BASED
If you don’t have an e-commerce site, be sure you include a call-to-action that provides a quick and clear way for the end user to purchase a product they’ve showed interest in. (i.e. “Click here to locate your nearest distributor.”)
The future is here and over 75% of digital display media will be purchased programmatically this year. Automation of media buying is here to stay and will make your purchasing decisions much easier.