The Media Shark guide to Digital Marketing in 2020
Whether you are a digital marketer, a company, or a brand owner, there is no better time than this to startup your digital marketing. Did you know that marketers believe digital marketing spends will increase by upwards of 12% by 2021!
Businesses know that if you want to grow then you’ll need to market, but not just any marketing… Digital Marketing.
So if you are looking for a complete guide to digital marketing Media Shark than you’re in the right spot!
Let’s dive into it …
What is SEO?
Search Engine Optimization (SEO) is a process of optimizing the websites, ads, content, and other social media posts on specific keywords for gaining quantity and quality of traffic to a website, organically or unpaid.
When a visitor types something in the search bar of Google and a website contains the content matching that query or search, it will automatically appear in the results section. And this can be possible only if you optimize your website content either by yourself and hiring an SEO expert.
SEO is crucial for marketing and is much more significant for companies, businesses, brands, marketers, and advertisers, where they optimize their websites and content to target a relevant audience.
What are Keywords?
Keywords are those words based on which a website/blog or a page is ranked in search engine results. These are the words that most visitors type on search engines to get relevant information for a topic product/service.
For example, if someone is looking for shoes, they may type “Men Shoes”. Then, Google will show the best option whether website or landing page. Ranking for organic keywords will always be a key structure in SEO.
Tools for Keyword Researching
There are many keyword researching tools available on the internet such as our favorite AHREFS. Some of these tools are paid, and some are free. The keyword tool will show you different keywords, monthly search volume, and CPC (Cost-Per-Click), Backlinks, and overall traffic. Using these types of tools will help you understand SEO much better.
Some of these tools are:
- Google Keyword Planner (Free)
- Moz (Paid)
- Ahrefs Keywords Explorer (Paid)
- Semrush (Paid)
- Ubersuggest ( Both Free & Paid)
- KW Finder (Paid)
SEO is a broad topic that covers many things in it. However, in this Media Shark guide, we’re going to open the pen on its main points.
Types of SEO
The type of SEO in which a marketer or an SEO expert tries to optimize the individual web pages for getting the higher number of visitors/traffic to that page from search engines like Google, Yahoo, Bing, Baidu, etc.
In On-page SEO optimization, the content and HTML source codes of the pages are under consideration.
The following are some of the on-page SEO factors that help in better rankings for a website.
- Title Tag – The title tag is the topic of a post or a page on a website that tells the search engines what your page is about. This tag comprises 70 characters or less, having everything in it – information about the content, keywords, and the business name.
- Meta Description – The meta descriptions provide more detailed information to search engines about your pages. It also makes visitors find the best and relevant page they are searching for. Meta descriptions should have keywords and info about the content.
- Sub-headings – Headings and Subheadings make posts and pages more comfortable to read for the visitors on your website. Not only this, but it also helps in improving the SEO of your content, page, or post. The tags, H1, H2, and H3, increase the search engine understandability, and then it ranks your content.
- Internal Links – Building internal links or hyperlinks proves an omen for the search engines to get more relevant info about your website, which increases the content ranking. For instance, for a product that you’ve optimized and are trying to sell, you can link that product to a blog post on your same website with details about the product.
- Image Name and ALT Tags – After doing the content SEO, it’s time to optimize the images. While using images in your blog posts, try to put the keywords in image names and ALT tags. This technique also helps search engines rank your images when someone does an image search.
Off-page SEO is another type of SEO. In this type of SEO, marketers/SEO experts do optimization of your website by linking to some other authority websites either by do-follow, no-follow links, or by guest postings.
Search engines having indications from the backlinks (Outside links, linking to your website) increase the website authority and DA & PA of your websites’ pages.
These links are of three types:
- Natural links: The natural links are the links that a website uses while writing a post and they insert your link into the their blog as a reference.
- Manually built links: These links are obtained manually either by sharing the links on different platforms or asking the influencers to share your content.
- Self-created links: These links are created by a blog or website owner where they put the backlinks in an online directory. These are backlinks added to a forum, blog comment signature, optimized anchor texts, or something similar to these, guest posting.
Content SEO/Content Marketing
Optimizing the content is the most crucial factor that plays a significant role in the ranking of a website or a blog. For a better website ranking, adequately written and lengthy blog posts/articles with complete search engine optimization will be needed to make Google consider and trust your website.
Writing articles isn’t always easy, but it’s needed. Here are a few topic ideas to get you started…
- Blog posts and articles
- Social media content
- Ebooks and whitepapers
- How-To Guides and Tutorials
- Videos and audio recordings
- Infographics or other visual content
Importance of SEO
01. Organic Search
For a successful online business, organic traffic is a significant factor. For gaining and maintaining this high traffic, SEO is the only process that can help in this regard. Ranking for high volume keywords may take time, but it’s free traffic!
Ranking on other search engines like Bing and Yahoo isn’t a bad idea. However, almost 75% of the searches are done on Google and stand as the leader among these.
02. SEO Builds Trust & Credibility
The first and foremost goal for any SEO expert while optimizing and designing a website is establishing its foundation in such a way that it builds trust and credibility over time.
Complete website optimization includes different things. It’s tough and seems impossible to build trust and credibility overnight; however, some main elements having a pivotal role in establishing authority regarding search engines like Google are:
- Quality backlink profiles.
- Positive user behavior.
- Site speed
- Mobile Usability
- Machine-learning signals.
- Optimized on-page elements and content
03. Better User Experience
No doubt, every website/blog owner wants to rank websites higher on Google compared to their competitors. However, Google robots and other systems have built up to access to favor or degrade websites by going through different factors.
These days, Google prefers to rank those websites higher that are user friendly, upload faster, and where visitors spend more time. More engagement and time spent will give a positive vibe to Google, and ultimately that website gets Google’s attention.
Fast and easy loading websites appear high in SERPs ( Search Engine Results Pages).
04. Increased Engagements, Traffic & Conversions
With SEO, a brand or a business can target its customers. A sub-type of SEO – Local SEO has gained much importance for small and medium-sized enterprises in this era when every local market is shifting online when Google shows the search results per the user location. A SEO company like Go Florida SEO may rank locally if you’re in Florida, but may have a much harder time ranking in Denver due to local SEO techniques.
In local SEO, small businesses aim to target the audience within a specific region: a city, town, district, province, or state. For example, when you search for Halal food in New York, Google will show you the results of all the restaurants in your specific locality first.
Thus, Local SEO increases user engagements, traffic, and, ultimately, conversions.
05. SEO Impacts Buying Cycle
With the advancement of technology and when everyone remains busy in daily life routines, people prefer to buy products online while sitting at their homes. Although there are many online shops and ecommerce stores on the internet, it is hard for newbies and new websites to attract clients/customers.
With the help of SEO, these businesses can optimize their websites and gain some credibility and ranking on Google. Better ranking by applying SEO will increase traffic, sales, conversions, and thus buying activity. Hiring an agency like Media Shark can not only help you speed up the SEO process, but also help your website make you money much faster!
For marketers/advertisers after SEO, RTB is necessary for running successful ads for leads and sales … Overall using your website to make you money!
What is Real Time Bidding (RTB Marketing) & How it works?
RTB (Real-Time Bidding), has gained much importance over the last few years, which is why both advertisers, business owners, and marketers are keeping strict eyes on it to boost their revenues.
Marketing & advertising show that over the past three years, the share of RTB (Real-Time Bidding) in online advertising has increased continuously, and it has tripled in the US, China, and the UK.
The share of RTB in the advertising market could be upwards to almost $29 billion.
What is Real-Time Bidding?
RTB (Real-Time Bidding) is a method – an automated digital auction process that allows marketers or advertisers to bid on ad space on the publisher’s websites, digital boards, and other places on a cost-per-thousand-impressions or CPM basis.
This advertising method enables inventories to be sold and purchased based on an effective impression where everything happens programmatically from auctions to biddings and then sale & purchase – all are reminiscent of financial markets.
In this technology, all the ad networks and publishers are connected so that you can buy ads on any of the ad networks or any website on a real-time basis. This helps drive down costs, which we all obviously love!
Components in RTB
Whether it’s online or traditional marketing, during an interaction between publishers or advertisers, there are some components which play a significant role in the whole process of RTB:
● Supply-side platform (SSP)
SSP is a tool that works to establish coordination to supply and distribute the ad inventories to and from advertisers. Most of the publishers and DOOH ( Digital Out of Home) media owners bring this software tool in their use for inventory optimization to make effective and appropriate usage of space available. Moreover, it also helps to achieve the targeted views for the specific ad.
SSP holds the publisher’s ad space information, and thus it informs how one can sell various ad types: Display, Vido, Native, & DOOH, etc.
Digital ads that comprise almost 50% of the World’s total advertising spend directly or indirectly depend on supply-side platforms.
● Demand-side platform (DSP)
DSP ( Demand-Side Platform) is an ad tech software tool/application that is mostly used by digital marketers or advertisers to buy mobile searches or video ads from a marketplace where publishers list their inventories.
With the help of this software, different advertisers, brands, and agencies buy ads (banner ads, video ads, native, social, and search ads) programmatically from marketplaces such as SSP ( Supply Side Platform).
Media Shark has over 40+ different networks and ad exchanges that we place ads through.
Many get confused while comparing DSPs and Adwords as both are used to create ad campaigns. However, DSPs offer access to the vendor-neutral RTB ecosystem, whereas AdWords provides access to run ads only within the Google network.
Both SSP and DSP work together, enabling programmatic advertising.
● Ad Network
An ad network is a technology platform that performs the job of a mediator between publishers and advertisers to make them agree at some points and make the successful buying and selling—ad network – a term exclusively used for digital media and online advertisements.
When we make it simpler, it’s a broker of sorts, which collects an enormous volume of impressions from publishers and then puts them up for sale to advertisers.
For secure buying and selling activities, both publishers and advertisers look for ad networks. It’s more valuable for publishers to provide safe buying while putting their ad space for sale. And advertisers search for it to find the desired or most suitable inventory for the needs.
● Ad Exchange
Ad exchange is a digital marketplace that allows advertisers and publishers to buy and sell ads. It works on RTB principles (Real-Time Bidding), and it’s a neutral and autonomous platform making programmatic ad buying activities efficient.
It serves to be a bridge between the publishers and advertisers, compensating the gap that mostly exists between the two.
Ad exchanges provide a path. It curates enormous digital advertising inventories from various ad networks under a single platform. If you have questions about running better ads please contact us!
How RTB in Marketing Works Successfully?
01. Budget-Friendly Ad campaigns:
RTB makes it easy to run budget-friendly ad campaigns, and this is why many media buyers from local to national. Some as low as 1K a month on the lower end.
02. Access to a wide range of publishers:
As the RTB ecosystem provides an environment where media buyers connect with blogs, websites, digital publishers, and app developers; therefore, it becomes easy for the SSP partners to find and choose the best inventory and premium audiences.
03. Affordable Ad impressions:
In RTB, a marketer can optimize its advertising budget and spend the limited money on advertising, keeping in sight the trends and results of running ads. Hence, a marketer can buy ad impressions at affordable prices.
04. Audience buying:
RTB also makes the audience buying effective from the publisher’s niche having help from cookie data. Here, the system works to establish the profile of the target group based on the data analyzed from 1st and 3rd parties. Media Shark can literally target people who’re shopping your competitors online!
05. Approach to the right audiences:
With the help of RTB auctions, a marketer can deliver his messages to the right audience at the right time and context. Here, users visiting, gender, social, and marital status, behavior and interests, location, device, etc. are kept in mind before running the campaigns.
06. Eliminating wasted ad impressions:
Targeting the right audience, users, buyers, or subscribers with RTB targeting, removes the time wastage on ad impressions. Thus, the targeted audience urges the users to take action, call, click, subscribe, or buy.
07. Bid optimization algorithm:
RTB ( Real-Time-Bidding) gives the actual results and adjusts the bid according to auction status; therefore, it helps lower the costs by bid optimization.
08. Fetching real-time actionable data:
RTB (Real-Time-Bidding) shows real-time results, and thus a marketer can assess which ad strategy will work and which one will fail. Marketers shall keep an eye on engagements, website reports, and statistics.
09. Multiple RTB campaigns:
As we know, one DSP gets connected with different supply partners like SSPs, ad networks, and ad exchanges – it’s possible to run multiple RTB campaigns simultaneously with the hyper focus of behavioral targeting.
What is behavioral targeting?
For marketers and advertisers, behavioral targeting matters a lot as it serves in running any successful ad campaigns.
The first and foremost purpose of this behavioral targeting technique is to deliver the advertising messages to the right targeted audience. In this process, information is compiled according to web searches, buying histories, most visited websites, and from some other such type of data – the data which reveals what a user wants, avoids, and purchases – a complete user profile shows it.
With help from this data, different companies set ad campaigns and sometimes formulate ads that keep in sight the visitors’ preferences. Try to catch the trackable preferences and needs as without sending text messages, the visitor would find it irrelevant and unappealing.
Advantages of Behavioral Marketing
Behavioral marketing where relevant and specific interested users are targeted up with many more benefits for the marketers and advertisers, but it’s also equally crucial for the users/consumers.
Advertiser/Marketer Benefits from Behavioral Marketing
01. Boost in User Engagements
Behavioral targeting/marketing makes it possible to increase user engagement on a website or an ecommerce store. The tool, behavioral tracking system provides enough data to the marketers to show what the users are searching for, which product they are interested in, and where the website is gaining more clicks and sales. Thus, putting the right ads and making the users feel comfortable to click boosts the users’ engagement.
02. Higher Number of Ad Click-Throughs
Having better targeted ads due to the help of behavioral targeting, allows for better relevency. Which means the right people see the
Why would you offer more content and info about that product or service you are running ads for? It’s because most consumers, after liking a product, go down to get more info about it. So, offering detailed info, you can convert the user to take some action.
03. Improved Conversion Rates
With behavioral target marketing, the advertisements reach the right audiences, which appeals to the users to view these advertisements and then click the ads requesting more information or complete a purchasing activity. Thus it increases conversion rates.
These targeting techniques help the ecommerce companies to see the reports about sales, users, customers, and profits.
Viewer/User Benefits from Behavioral Targeting
01. More Exciting Ad Experience
It’s a fact that online customers don’t want to reveal and give their personal information to a website or an ecommerce store. Still, when they find an annoying or irrelevant ad while visiting some online platforms, they feel it is much worse than anything else.
However, stats and reports show that when a visitor finds the best matching ad, he/she moves ahead to click the ad, provide even personal information to access the more information or buy that product. Thus, relevant and stunning ads can make shoppers convert faster.
02. More Effective Online Shopping Process
The product ads that appear in the search browsers and develop the interests of the viewers, increase clicks and these clicks redirect them to the pages where particular products are listed showing in the ads. From this, the consumers will move ahead to push the desired item into cart and purchase it online.
Thus it has made the online shopping process more effective.
03. Reminders & Alerts for Newly listed products
The product ads attract the viewers and make them proceed for purchasing. However, a customer clicks on the ad, reaches the particular product, and leaves the further process of the transaction. The reminder and alerts can notify him again and again, and motivate them to complete the transaction.
Furthermore, these reminders and alerts can also inform the website visitors to get notifications for newly listed products.
Since the process of RTB is impossible to achieve without behavioral targeting so let’s discuss it …
How Behavioral Targeting Advertising Works
Behavioral targeting is a key player when it comes to digital advertising. Here’s a breakdown on how behavioral targeting works:
● Collect Cookies
When a user visits a website and clicks its pages, a pop-up appears to accept the cookies or decline the option. This cookie information is placed on the computers of that visitor and stored temporarily on local memory.
● Create a User Profile
When a visitor keeps on searching different websites, clicks on the ads, visit pages, and spends time reading the content after accepting cookies, the browser collects this data. It develops a profile for that user. This profile shows the user’s behavioral pattern and which products he/she is interested in and habits.
● Designate Consumer Groups
With the help of visitor/user profile as mentioned above, companies can easily separate the users/visitors and place them in different groups according to their interests and search histories.
After this separation, a website applying behavioral targeting techniques can target the right user relevant to their purchasing trends, interests, likes, and dislikes.
● Relevant information for the viewers
Here, the websites running behavioral targeting campaigns will show the relevant information and ads to the viewers according to the behavioral profile. Websites will show custom content and personalized ad material according to past behaviors when visitors connect to the network or website.
Thus, for presenting the right ads and contents for making advertisements more successful, different data gathering tools and data management platforms are used.
The other use of behavioral targeting is in programmatic advertising. Know about programmatic advertising …
Programmatic Advertising & its importance
Almost every marketer or advertiser is aware of programmatic advertising. With every passing day and advancements in technology, the marketing techniques are evolving, and programmatic advertising is one of these evolutionary marketing products.
Want to start running programmatic ads? Click Here
What is Programmatic Advertising?
Programmatic advertising is a marketing technique/method to buy and optimize ads with the use of the software. When we talk about modern digital marketing methods, it’s one of them very different from the traditional type of advertising. In traditional marketing, advertising is done manually by submitting proposals (RFPs), tenders, and biddings. Whereas, in modern PA advertising, everything is done programmatically.
In programmatic advertising, machines and algorithms work to purchase the ad display spaces of websites.
Programmatic advertising is often referred to as the “black box” of online/digital marketing in this modern time of marketing that is evolving day by day.
Importance of Programmatic Advertising
Programmatic advertising uses AI (Artificial Intelligence) and machine learning, and thus it is a modern way of advertising. Today, all the big companies and overall, almost 60-65% of the total advertising money is spent on programmatic advertising worldwide.
It was a very complex, hectic, and lengthy process for both publishers and the advertisement providers to negotiate, check the advertisement space, set the price, and then display the ads. So, both parties were having issues.
However, programmatic advertising has made the whole transaction from beginning to end just a work of only milliseconds, which involves many different platforms. Media Shark uses programmatic ad buying to help drive faster sales with the help of behavioral targeting.
Programmatic advertising Working
Here, AI and different platforms perform their roles to sell inventory on publishing sites and the advertising side, buy inventory, and place ads on a publisher’s website.
For an online marketer, it’s nothing complicated to understand because the very terms followed by this modern form of advertising are the same. However, as mentioned above, AI and machine learning are an evolution in marketing.
For your ease, understanding PA advertising and how it works, read the steps :
The first step in programmatic advertising is when a visitor/viewer searches a website using programmatic advertising and reaches its landing page. The website automatically starts showing the automated bidding to serve an ad to that particular visitor/viewer.
02.Listing of Ad Space
At the second step, the publisher or a website owner lists the ad space for the visitors on SSP (Supply Side Platform) which is a seller for the publisher for letting the advertisers know the specs of that particular website/blog, traffic, users, and the space for ad placement – DSPs to make their proposal.
03. SSP (Supply-Side Platform)
After receiving the information from the ad space, the SSP analyzes the user’s cookies and experience on the website and then tries to explore the key factors such as their geography, demography, and interests.
04.DSP (Demand-Side Platform)
The information collected by SSP (Supply Side Platform) is received by DSP ( Demand Side Platform), which analyzes and reviews the user information thoroughly. The DSP plays a role in serving the advertisers in providing the information about the parameters that they are looking for – the appropriate budget and targeted visitors.
Thus, it is an important step that makes it sure to provide valuable information about the website and its users to the advertiser to make his advertising effort fruitful.
05.Real-Time Bidding (RTB)
Here, on behalf of the advertiser, the DSP (Demand-Side Platform) makes bidding on the ad space for ad placement. All this process is so quick that everything occurs in real-time; therefore, programmatic advertising is sometimes also referred to as real-time bidding (RTB).
Once the SSP receives the bids from various DSPs, the point comes to choose the winner. And SSP performs to pick the winner. Multiple advertisers do the bidding. However, their bidding strategies are different for different SSPs.
Some of these biddings are; Waterfall bidding, Client-side, and Header bidding. Here, header bidding is widely considered as the most efficient and fair bidding strategy.
After picking the winning bid, the SSP starts displaying that ad to the user on the publisher’s site. Although it seems that this whole process will take maximum time whereas it’s the wrong perception because this entire process happens in just milliseconds.
Importance of Programmatic Advertising
01. Budget-friendly Advertisement
Programmatic ad strategies always stay budget friendly strategies as these make the advertisers target the right users or audience at the right place and at the right time with user data.
Thus, instead of wasting money and efforts to show your ads for the users not interested in your product or service, it makes you spend money wisely.
02. Real-time measurement & optimisation
With the help of programmatic advertising, each ad’s performance is accessible for the advertiser to predict future results based on current ad stats. No waiting for the excel sheets from the agencies – a hassle-free work performed automatically.
Furthermore, it enables the ad adjustment and optimization so easy that advertisers can oversight on their ad spend.
03. High transparency & control
When the advertisers were not much aware of the programmatic advertising, the brands and different advertisements providing individuals or companies were used to entirely rely on various agencies and third parties for handling their ad spend.
However, today, that brand or company can itself have an eye over the fee transparency. It also made brands reach and find where and what and how much amount an ad is getting from the budget.
04. Exact user targeting
Although this advertising does not make the advertisers get everything about the users, yet it provides many things to understand user history, its activities on the websites, and surfing.
Therefore, keeping in mind these things, an advertiser can target the relevant user with the right ad based on the contextual relevance of the page and keywords.
05. Multi-channel and format reach
As one ad format can not perform and work appropriately on all devices in the same way giving the same output while staying user friendly, therefore, programmatic advertising plays a significant role in this scenario.
PA leads all the marketing strategies in this case. It allows the advertisers to reach the right audience across multi-channels.
Whether it’s a mobile, desktop, tablet, in-app, TV, or DOOH – you’ll always find programmatic advertising superb!
OTT and CTV come alongside the PA, so here we go …
➢ What isOver-The-Top (OTT) advertising
The type of advertising which refers to the productized practice of streaming content and ads digitally on TV and other online gadgets, is called OTT (Over-The-Top) advertising.
Here, one thing that needs to be clear is that OTT seems like the advertisements on TV; however, it is different in the sense of streaming – as are delivered through streaming on OTT platforms.
The devices, commonly known as OTT, include:
- Streaming boxes (Apple TV, Amazon Fire TV, Android TV, Samsung Allshare Cast)
- HDMI sticks (Chromecast, Roku, Amazon Fire TV Stick)
- Smart TV (through in-TV apps like Netflix or HBO Go)
- Game consoles
- DVR set-top boxes
- Internet-enabled smart blu-ray/DVD players
OTT Advertising Delivery
The OTT advertising delivery is somewhat complicated but not impossible to understand. OTT advertising depends on streaming platforms like mentioned above and how they interact with OTT devices. It is possible with VAST ( Video Ad Serving Template).
More, ad insertion can be performed through SSA ( Server-Side) or CSAI (Client-Side).
This whole process comprises these four steps:
01. OTT Audience Creation
The first step is to create an audience. The audience composition will be as per the data gathered for the platform – the data collected is flexible to collect further information about the household.
02. Launching of the campaign
The second step is to launch the campaign where the concerned platform will serve the purpose of connecting the audience to a specific TV subscriber list across all Over-The-Top (OTT) platforms.
03. Ads Channeling
At this step, ads will be channeled to the audiences via OTT platforms where various tags serve to guide the media players in playing the ads and to which viewers. Here, media players receive and process all the information.
04. Reporting Back
Reporting back is the final step where a platform sends reports back to the advertisers. These reports show complete statistics and metrics about the ads campaigns. With the help of these reports, a marketer/advertiser can easily find whether the ad campaign was successful.
BENEFITS OF OVER-THE-TOP ADVERTISING
Key benefits of OTT Advertising are:
01. LARGE REACH
With the help of OTT, it has become possible to boast the ad reach today more than ever. It’s a fact that before this, OTT was not so supportive of a vast reach. However, from some past years, OTT is offering an opportunity to reach a variety of audiences.
Many companies and markets consider OTT to be the most reach giving platform than others.
02. STRONG TARGETING
OTT’s other strength is that it provides the opportunity to target the right audience at the right time and location. Companies/businesses can select specific demographics & geographical locations, contents, and topics to advertise on.
This type of advertising is not possible on traditional TVs, and therefore OTT advertising helps reach the targeted audience and makes advertising efficient and successful.
03. POWERFUL ANALYTICS
As a marketer/advertiser, you already know that different OTT platforms offer advertising stats and analytics, which include impressions and view data. However, some platforms offer more segmentation and data, which remains very useful for running ad campaigns.
With the help of advanced analytics, a marketer/advertiser can obtain valuable data about the audience and assess which ads are working fine for you and which ones are not. Thus, it helps in optimizing the ads perfectly.
04. FLEXIBLE BUDGETING
The offers from OOT to track the views and targeting make advertising budget-friendly for the marketers/advertisers. Marketers can buy a limited number of impressions for targeting the specific audience, which ultimately reduces the expenses for advertisements.
05. HIGH-QUALITY CREATIVE
OTT platforms are structured in such a way that it streams the content just like the content streaming on TV for subscribers. Thus, a high-quality video creative is helpful for this purpose. Businesses/companies can use these best and engaging technology techniques to deliver their high-quality videos and in-depth messaging that was not possible before.
Challenges of OTT Advertising
There are many benefits of OTT advertising than traditional TV advertising for marketers. However, as there are always pros and cons of every tool, similarly, OTT also has some problems.
These problems need our attention to consider OTT advertising as the best advertising medium.
01.Management and measurability
Advertisers can only channel their advertisements via cable providers and other OTT platforms where it’s hard to manage the ad in real-time. Also, there are no chances to collect the data in metrics to check the performance.
Since clicks do not measure OTT ads, it’s difficult to measure performance user engagements and reactions to specific ads.
For OTT, there are no specific rules and regulations set to govern its quality. Here, Ad fraud prevention is a critical option. It’s not as weak as desktop computers. However, if no protective regulations are set, ad fraud manages to find its way into the OTT to pose severe problems.
These problems can be invalid traffic detection, standard naming projects, etc.
The functionalities of web browsers and OTT devices do not match in most of the OTT devices cases. It’s like that when an advertiser runs an ad in a web browser/internet browser, and he has access to gather all kinds of information by tracking the cookies or pixels. This information helps in assessing the insights.
With the help of VPAID, one can enhance the ad experiences & perform ad performance insights. However, OTT platforms also restrict some features; therefore, sometimes, it’s impossible to execute ad units.
OTT Ad Insertion Methods
There are two Ad Insertion Methods.
● Client-Side Ad Insertion (CSAI)
This is the old method of advertisement that advertisers use to put the ad into different platforms before viewing that ad. Even today, this method is used to serve the ads to viewers.
However, it has some drawbacks, like that sometimes, adblockers block the ads and make it difficult to reach the viewer further, as players keep on switching back and forth between content and advertisement, service quality downs.
● Server-Side Ad Insertion SSAI or “Stitching”
Server-side ad-insertion or stitching – a method that advertisers can use to display their ads to their audience without interruptions. It presents a real-time combination of the ads and core content. The thing that makes it important is, it shows both advertising and content in one frame. It becomes difficult for Adblockers to spot the ads, and thus they can not block.
As content and ads are stitched together so that ad blockers get beguiled, the viewers can easily view ads without interruption. No random gaps and pauses. However, for making the ad clickable will require additional hassle.
Many providers still underestimate ad insertion functionalities. In contrast to that, some OTT platforms go above the expectations to provide their clients with metrics and interactivity featuring VPAID tags. Stitching – content and ad unity, at one side, is a win for the viewer, and on the other hand, it puts restrictions for the advertisers. It is because technological products are developed on client-side methodologies.
The Future of OTT
Despite all of the obstacles in its path, OTT advertising has a bright future based on some solid reasons.
Streaming services providers collect most of their revenues from subscriptions that customers pay for. It makes the advertisers know what kind of people are having subscriptions of a particular streaming provider, where the ads will appear, and what kind of results will be achieved. It facilitates the advertisers to tailor their offers much better. However, those with no data access will have to rely on third parties to get data, and there are chances data may not be as accurate as of the former.
Furthermore, the data gathered from the viewer’s activities will serve as a support in target marketing. The matching devices in one’s home enhance this data to show browsing and online shopping history, and thus, targeting becomes more and more precise.
OTT ads will be available out there for public and private sectors for auctions on the DSP side. Brands will be able to run ad campaigns targeted and solely based on their intents for better results: the more relevant and targeted content, the more viewability. For publishers, OTT Ads supply/serving via SSP can be beneficial for productive engagements.
No doubt, OTT is offering various advertising possibilities. However, with the evolution and advancement of technology, there will be much betterment in OTT too. It is also possible that OTT advertising will have a significant share in the marketing/advertising markets in the future. With further advancements and making it useful, many businesses will prefer to choose it rather than other methods because big-screen TVs are more immersive and engaging for the users.
➢ What is Connected TV (CTV) advertising
As we discussed OTT advertising in detail, it will be unfair if we don’t go through CTV.
What is Connected TV
A connected TV (CTV) refers to any television through which you can connect to the internet and stream video content such as Amazon Fire, Roku and Apple TV, etc. Similarly, some gaming consoles like PlayStation and Xbox come in this list. OTT content can be streamed on CTV’s.
It’s a device designed to support multimedia that enables you to connect with the internet and have access to the video content via public internet instead of via traditional cables that are functioning as connected TV.
CTV is connected to the internet either by wifi or wired ethernet cable.
Some “Connected TV” devices include:
- Smart TV
- Apple TV
- Amazon Fire
- Amazon Fire Stick
Almost all the brand manufacturing TVs are now developing TV sets and screens built up with internet connectivity-enabled smart TVs.
These smart TVs connect with the internet easily without additional devices.
How does CTV Work?
Before going deep into further discussion, it’s worth knowing that connected TV (CTV) is an integration of internet and web 2.0 that features into almost every latest and new-generation TVs sets. For making this point more understandable, it’s not wrong to say that CTVs are hybrid TVs or emerging computer technology and television.
With this new hybrid technology, CTVs resemble smartphones, and this is the reason connected TVs are sometimes referred to as Smart TVs. These connected TV devices you can visit Netflix, Hulu, Youtube and Pandora, search for movies, photos, and other such types of content available on the web.
Comparison Between CTV and Traditional TV
As compared to traditional TV, which focuses on media broadcasting, these Connected TVs (CTVs) come up with all features like interactive online media, Internet TV, OTT Content (Over-The-Top), and other streaming media in demand – can be accessed through software applications or web widgets.
OTT vs. Connected TV
OTT and CTV – both of these terms often appear together, just like Ronaldo and football are intricately linked.
Over-The-Top works via different devices, such as TV. But these days, new-generation TVs are coming to market with internet capability already set, which enables these TV sets to connect with the internet (WIFI or Ethernet). It’s OTT-ready and built up as CTV due to its additional internet feature.
How big is Connected TV?
According to some reports of 2018-2019, it has been observed that customers are shifting more and more to CTVs. Therefore, stats show that almost 13.5 million households have traditional TV consumption and have replaced them with new-generation internet-powered television. In addition to this, eMarketer surveys show that nearly half of the total US population uses CTV to make their smart TV with Roku, Apple TV, or gaming consoles.
Having help from the above data, it’s evident that roundabout 164million US populations prefer accessing streams and video contents via connected TV devices (CTV). There are predictions that up to the end of 2022, more than 204.1 million viewers will shift from ordinary to smart TV (CTV).
This trend is not limited to only the United States of America, it’s also surpassing and creating new records of demand in the UK, Japan, Germany, EU, France and other developed and underdeveloped countries of the world. According to the reports published by the Interactive Advertising Bureau, within the next two years, 50% of households in these countries will be using CTV.
Its increased popularity is that it has the capability to cater to a wide variety of new services and applications to homes. It’s for all ages of people; adults, young and middle-aged. 8.1% of the total CTV viewers are adults between ages 18-49; they are using a different device to have access to online media, streamings, and videos.
Suchrobustic and tech-savvy audience shows what the marketing trends are in the near future and what marketing opportunities can be for marketers/advertisers. This way, different brands/companies make their strategies to get more product/service engagements and raise brand awareness and target their users via these multi-screens efficiently and cost-effectively.
Furthermore, reports of in-depth consumer research of 2018-19 reveal that more than 88% of the consumers use OTT (Over-The-Top) devices such as smartphones, computers, and tablets, etc. when accessing digital content on a CTV (Connected TV).
Their activities and insights show what they were performing there on these platforms/devices. They use CTV for:
- Texting with friends/colleagues for discussing the show or movie
- Searching for getting information about the actor/movie/show
- Reading & posting on social media about the show/movie
- Searching for reviews/feedbacks about a product showing on TV commercial
- Posting on social media about a commercial
Benefits of Connected TV advertising
As stats show that with time rankings of the traditional TVs are dropping, the advertisers are shifting to the other means of social media platforms to target their right audience. CTV, an internet-enabled TV is much more beneficial for those viewers who don’t like it to watch live TV programs.
For these viewers, CTV is nothing less than a blessing. So this consumer migration from traditional to CTV is a new insight for marketers to reach their audience with healthy marketing strategies effectively.
With a behavioral targeting approach, an advertiser can access the consumer’s data that which products they consumers are more interested in and what they more preferably like to buy opens a gateway to endless connected TV advertising opportunities and road maps.
01. Budget-Friendly for advertisers
The emergence of CTV and its increased demand shows that there will be a boom in digital advertising on these smart TVs rather than on traditional TVs. And this is why marketers are setting their strategies to save other expenses on ads that go un-targeted and cause wastage of time without such satisfying results. It’s easy to save impression costs for advertisers by running their ads on CTV.
On one gadget like a smartphone, an ad has its reach to only one person/viewer, whereas when it comes to smart TV where 2-5 family members are sitting together to watch streaming, the same ad is reaching five viewers. Thus, it significantly reduces the costs per impression for a marketer/advertiser.
02. Targeting the right audience
Marketers always try to find and target the right audience for their ads; they are running, and it has become so possible target marketing that was not ever before. Here, users signup/login via different social media platforms directly to a smart TV.
The technology uses the user’s information from the concerned social media account that you use for signup/login. Your data, which is the complete user’s profile, geolocation, zip code, interests, online behaviors, languages, hobbies, destinations, visits, and others, are viewed to show you the most relevant ads.
03. Ad quality
As CTV ensures ad quality, it is a more exciting and attractive thing for marketers to invest in CTV advertising. CTV supports the transmissions with target and personalized HD-QUALITY ads along with stereo sound on full screens.
The better the ad quality is, the more will be the engagements and results that will ultimately build brand loyalty and exposure with more and more users.
04. Ad Formats
One more important thing in the case of CTV is that it offers the marketers to show their ads in different formats, such as video ad formats, whether it’s an animation, recorded, static, or call to action video. It allows videos in all formats.
Video ads increase more impressions, engagements, and give better results.
05. High completion rates
Different reports also show people spend more time on CTV for watching streaming or a video than they spend on traditional TV or cable TV due to better quality content, sound, and viewability on CTV.
Hence, with the increased viewership, the ads run for a longer time on CTV, there is more completion rate.
06. Real-time metrics
CTV makes it possible for the marketers/advertisers to measure the stats and ad campaign effectiveness with the help of tracked data, the number of views, clicks, conversions and direct responses, etc.
It gives real-time metrics.
07. Responsive audiences
In contrast to traditional or cable TV where users are bound to follow the content, CTV enables users to watch the content they are interested in more. It means the CTV user has more control over the information, which is a triggering point in increasing the user’s satisfaction.
This high level of satisfaction builds a positive attitude in users, and they tend to have a better attitude toward the ads running.
08. Premium audiences
Premium audiences are those who remain connected with CTVs to watch some live concerts, special events, supports, or something similar to them. During these streamings or live sessions, users can see ads running side by side with the content, which is premium ads.
Marketers try to target the relevant audiences, and this is why reports show that almost 20% of the daily requests registered for CTVs belong to premium or primetime hours.
Have you learned the possible effective advertising/marketing techniques? Let’s finalize the guide …
How to advertise smart in 2020?
Finally, if you are looking to advertise your business or brand in 202 and search for the plans/strategies to follow to work accordingly, this guide is for you!
In this modern time of marketing, many platforms can increase the audience for your brand, business, service, or product. Practical usage of these platforms can make your advertising fruitful and productive.
You can follow/advertise your business here at these most popular advertising platforms for better promotion.
01. Pay Per Click (Search Ads)
Google advertising platform is the most recommended and output-giving platform for marketers and advertisers, and this is the main reason Google stands the top search engine and advertising tool.
According to reports and stats, almost 85% of the total revenue that Google generates comes from advertisements – Google Ad platform. Nearly every business, company/brand is advertising here, and so you can also run an ad campaign on Google.
Although there is much higher competition, Google offers easy setup, click-to-spend, and excellent conversions.
02. Social Media Ads
Social media platforms: Facebook, Instagram, LinkedIn, and Youtube are the second most trusted and output-giving platforms after Google.
As all of us have smartphones and are using social media accounts, the marketers target the interested customers/audience via these social media. Facebook launched its advertising feature in 2007 and LinkedIn in early 2005. However, Instagram did it somewhat late in 2013.
Since people spend more time on social media platforms, it has become profitable for advertisers/marketers and Facebook. Both are earning sales and revenues.
Social media advertising costs less than the Google Ad platform, and also it gives more impressions.
03. Email Marketing
Email marketing is the third advertising platform for generating leads. You can write emails to the interest audience and grab their attention to your offers, services, sales, discounts, or products.
As with the passage of time, Email marketing is getting famous, but it can not surpass the former two platforms’ value.
Most of the companies use Email Marketing only when they are launching a new product, service, or offers, and they need to address the customers, providing them with detailed information.
Email Marketing is exclusively free, or it’s available at a very low cost. Furthermore, its setup is effortless, and it can grow to reach overtime. However, at this platform, smaller engagements are observed.
04. Influencer Marketing
At this step of advertising, companies or brands hire the influencing personalities who have a large number of followers or fans like celebrities, actresses, models, cricketers, and others for the advertisement of their brand by spreading awareness.
It is mostly done when a company introduces a new product or a service. It’s prevalent on youtube and Instagram.
Influencer marketing proves effective if homework is fine. It increases sales and incentives more fastly than other means of advertising. With Influencer marketing, it’s easy to access niche markets and build trust for a brand quickly.
05. Podcast Ads
This is the era of podcasts, and at the same time, opportunities for the advertisers have risen. Podcast advertisers are commonly referred to as sponsors. Different ad providers can run their ads on podcast platforms.
Podcasts are somewhat similar to the audio we listen to on the radio. Thus, advertisers provide ads, and these sponsors talk about the product or service in various episodes.
As podcasts, the audience trusts more on the speaker, therefore these promotions work well. Audiences believe that the speaking person would not risk his audience loss by giving incorrect information about a product.
Per the ad, CPM costs almost $18 to $25. Although advertisements on this platform are skippable, they provide a captive audience and high trust at reasonable costs.
06. Location-Based Offers
Businesses/companies can run ad campaigns announcing location-based offers. Businesses should create Google My Business Page, which is very useful for a business’ growth. These pages allow users to find nearby places easily for shopping or getting other services.
Survey reports show that almost 75% of the total searches for nearby, are looking to find some physical store to purchase something. And this gives higher trust and sales with revenues.
Still, there is less competition in Google My Business, and therefore it’s the right time to create this page for your brand.
07. Video Content & Advertising
Youtube, which is the most growing and world’s most popular video platform, provides opportunities for advertisers/marketers to advertise their business/brand effectively. It is replacing TV ads because most people today prefer to find information or news via youtube rather than live on TV.
Businesses are doing advertisements on Youtube, and it’s providing the best and trusted advertising platform to engage the customers/audience.
Ads used to run in videos are mostly to educate the people about a service, product, or spread awareness about some matter. Youtube is Google’s other platform; therefore, it’s high-valuable – easy to set up at a low cost.
08. Organic Web Traffic
Every website/blog wants to rank high on Google search results (SERPS). But it takes time for a website to rank on Google, and it’s not just an overnight work.
Although it’s a complex method to rank a website organically but not possible, by applying the best and effective SEO techniques, one can boost the website’s ranking. When a website ranks on Google and appears in the search results, it gathers more and more traffic and thus clicks on your posts.
With this, you can run ads and campaigns to target the audience, offering products and services. Organically ranking websites is free advertising, and it’s also a trusted way.
09. Live Television & Radio
You can get the help of TV broadcasts and radio for the advertisement of your business. It’s the oldest and traditional way of advertising. However, with the coming of some streaming services like Netflix, Hulu, and Amazon Prime, TV’s worth has become down.
It’s a somewhat expensive platform for advertising your businesses, and therefore you’ll notice only big brands and companies are running their ads on these platforms.
TV & Radio advertisement offers a high reach in older demographics and also sharp engagements.
10. Print Media / Direct Mail
Print Media is the oldest platform for advertising. It has not lost its worth even today when most people don’t prefer to read print media like newspapers and pamphlets. However, many advertisers target their audience with print media.
Continuous branding and advertising for a local business build trust in the audience, ultimately converting into sales.
Furthermore, print media is a cheaper platform for advertising, and thus it saves expenditures. By running campaigns on each of these platforms, you can advertise smart in 2020!
In a Nutshell
There is nothing more important for a marketer than its strategies to run campaigns successfully and achieve better outputs. Marketers do hard work day and night for it. However, whether you’re a beginner, intermediate, or expert in marketing, I’m sure that by following the marketing techniques in the above guide, you can set up a successful business with cost-effective ads and generate better revenue.