We recently explored major trends digital marketers need to master in 2016. Not surprisingly, programmatic was at the top of that list. If you are in the industry, you know this advertising technology is growing rapidly in terms of ad spend and platforms used to execute it. US programmatic ad spend topped $10 billion in 2015 and is expected to double in 2016! While it’s clear programmatic spend isn’t slowing down anytime soon, the terminology around it may still be confusing. DSP, DMP, RTB, SSP, the list goes on and on. If you’re looking for some clarification around the many different elements that make up programmatic, we’ve got the answers below!
In the previous installments of this blog series, we showed you the origins of the advertising industry, and explained how the digital era changed the dynamics of ad agencies. We even discussed the types of digital agencies that have emerged in the new era. By now you have a better understanding of the prominent place digital agencies hold in today’s advertising industry.
BUT these days just being a ‘digital agency’ is not enough. To stand out from the crowd these agencies need to employ marketing technologies that will give them and their clients a real leg up in the digital landscape. This brings us to our third and final installment of this series where we have determined what a digital agency needs to do to be successful in the future of digital advertising.
What does the future of digital marketing look like?
Last week we explored the origins of advertising agencies, and how the rise of the digital agency has transformed the industry. Today we highlight why marketing technologies are important to top advertising agencies, and showcase the work of some great digital agencies.
To recap, digital agencies came into play as early as the 1990s but really started to make waves in the early to mid-2000s. The internet and sudden outbreak of social media opened up new channels of advertising for marketers to conquer. Brands that previously relied on traditional methods of advertising (radio, TV, print) needed to infiltrate the digital landscape in a strategic way and do so FAST.
Why are digital agencies so important now?
Are you currently using an advertising agency to execute part of your marketing strategy? Or maybe you’re in the process of hiring one? Have you considered what type of agency would be the best fit for your strategy? How do their capabilities extend into the digital advertising world to help truly engage with your audience?
WhatRunsWhere is taking a deep dive into the world of advertising agencies in a 3 part blog series. We’ll take you through the history of advertising agencies and discuss how digital technologies have changed the dynamics of this industry. With marketing technologies like WhatRunsWhere increasingly being used by digital marketers, we’ll also discuss how top tier agencies are using competitive intelligence to optimize their advertising strategy in the digital space.
Exactly what is an advertising agency?
Knowing what your competition is doing is crucial to running a successful marketing campaign. If you don’t know what they are up to, it’s going to be difficult to beat them. Here’s how agencies can use our Display and Mobile Tools to gain real-time intelligence needed to:
- Buy media more efficiently and profitably
- Improve ad creative and copy
- Prepare better pitches
- Create more details campaign reports for client
- Stay ahead of competition
In this mock example, our client is Audi and our main competitor is BMW…
1) See what ad creative and copy your competitors are using. Take the elements that work (strong call-to-actions, catchy headers, etc.) and think about how you can apply them to enhance your own ads.
Easiest way to do this is type in the URL (www.bmw.com) and search By Advertiser. You can then filter the ads by network, country and time frame. Alternatively, if you are looking for more granular data, you can run a keyword search (BMW) and find ads by size, networks, countries, time frame, strongest performing ads, recently seen and recently discovered ads. If you want to see ads for ALL your competitors, do a generic “automobile” search and see ads for Lexus, Mercedes-Benz, etc.
2) Know where your competitors are advertising. Discover which traffic sources are working for your competition and even find new places to advertise.
If we run a search By Advertiser, we see that BMW places approximately 39% of their ads in GoogleAdwords and approximately 61% in Pointroll. You can also pinpoint exactly which sites they are advertising on by clicking Traffic Sources.
3) Don’t forget our handy Demographic Report feature. Here you can get a snapshot of BMW’s audience by age, gender, education level, browsing location and whether they have children or not.
Spending just 5 minutes following these tips can save you loads of time and money and give you the upper edge over your competition. Now you know, and knowing is half the battle.