Tag Archives: Digital Advertising

Industry Report: Update Online Travel Advertising Landscape

The US Travel e-Commerce sales reached $122 billion in 2014, a 10% increase from 2013. This year, the U.S. Travel Industry is projected to spend $4.85 billion in digital ads. It’s clear the industry is growing rapidly and is forecasted to continue this way. With the wide variety of travel platforms, apps and e-Commerce sites available the growth in this market comes at no surprise.

So what does this mean for brands in the industry? On one hand, this brings a lot of  new opportunities to grab the attention of these consumers. But with it is also the challenge of building a display advertising strategy that will allow brands to stand out among the competition.

So what are some industry trends that top brands are employing to reach their consumers?

Audio and Visual Content

This is a trend that was a hot topic at Performance Marketing Insights. Industry leaders discussed the inspirational content being developed on social platforms as a major innovation in the travel industry. With so many consumers willing to share their personal experiences, using suggested branded hashtags or their own, it’s even easier for brands to tap into the hot trend of audio and visual focused campaigns. We’ve even seen brands like Loews Hotel and Resorts build an ad campaign, called #TravelForReal, that solely uses content from Instagram users that have stayed at their hotels.

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                                                     Loews Hotel and Resorts Display Ads uncovered by WhatRunsWhere

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[Webinar Recap] How To Launch Campaigns That Convert

On Tuesday July 7, WhatRunsWhere and Offervault teamed up for an exclusive webinar on How To Launch Campaigns That Convert.

Speakers included Max Teitelbaum, WhatRunsWhere Co-founder and COO, and Liane Carmi, Director of Training at Offervault. As experts in the affiliate marketing industry, they provided valuable insights for new and seasoned affiliates alike, in need of solutions to:

  • Finding the best offers on the market
  • Saving time and money, while reducing risk
  • And most especially, boosting their ROI

The webinar provides exactly those solutions. Using three case studies Max and Liane demonstrated the power of combining both Offervault and WhatRunsWhere to help you save time, money and lower your risk when launching campaigns.

In case you missed this exclusive webinar, we’ve posted the recording below so you can start leveraging the insights from these experts today!

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[Infographic] Battle of the Brands: Nike vs. Under Armour

So last month, the NBA finals went out with a bang as the Golden State Warriors won its first NBA title in 40 years. Cue the fanfare for #dubnation (meanwhile tears stream for Cavs fans). Cue also the insane celebrity brand endorsements. I’m talking about Under Armour’s plans to build a $1 billion athletic apparel empire centred on Stephen Curry (Have you visited their website recently? The man is all over it). 

Talk about brand power.

Curry is touted to become the NBA’s next big marketing megastar with a serious social following. With the support of Curry’s own brand power, coupled with a multi-device, cross-channel digital strategy, including social, will no doubt score some big bucks for Under Armour.

Under Armour, which beat out Adidas’ position as the second largest sporting brand in the U.S. last year, is smart to capitalize on Curry and the Warriors’ recent win. As Under Armour rises, there has been much discussion on the brand rivalry of Nike and Under Armour. While Nike is dominant in the athletic wear and sporting goods industry, Under Armour is definitely challenging the giant for a bigger slice of the market share.

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Image courtesy of Instagram.

The Nike vs. Under Armour rivalry is no doubt interesting, but is made even more compelling when we discuss the mirrored rivalry between LeBron James and Stephen Curry – on the court, and now off it too as brand ambassadors of these respective brands.

The comparison between James and Curry throughout the finals has been constant, with commentators dishing about their game on the court. But what about their marketing game?

Neilsen recently polled over 1,000 Americans to get a better understanding of fan allegiance. Overall, 65% and 53% of those surveyed considered James and Curry, respectively, to be successful athletes. But further inquiry resulted in some interested projected consumer behavior.

kiaking

Image courtesy of Kia.

The poll determined that LeBron James’ fans are “likely to be in the market for a new wireless service, as they’re 30% more likely than the average American to report planning to switch mobile carriers in the next 12 months. They’re also prospective car owners, 5% more likely to plan to buy a luxury vehicle in the next 12 months and 25% more likely to be on the hunt for a full-size car.”

Note that LeBron James is currently endorsing the 2015 Kia K900 Luxury Sedan, and has deals with Samsung and Nike.

expresscurry

Image courtesy of @glamourchicpeek.

When it comes to the Fan Purchase Profile of Stephen Curry, Neilsen uncovered that they were 16% more likely than the general population to purchase deodorant, athletic gear, and men’s business clothing. Remember, he’s the face of Degree Deodorant for men, Under Armour, and Express.

With the advent of social media, brands big and small have even more ways of directly reaching audiences through the personal Instagram, Snapchat, Vine, and Twitter accounts of stars. The message is always clear: “this is the best brand, this product really works. I use it, now you have to try it – trust me.” Fans buy into it.

Celebrities already have an existing relationship with their fan base. They’re trusted, loved, revered. Celebrity endorsements help brands leverage this lucrative, highly targeted audience.

Digital media including social media offers huge opportunities for advertisers to get their message in front of diehard fans. So we decided to investigate the digital media game that puts the brand power of LeBron James and Stephen Curry head to head for Nike vs. Under Armour.

What were the digital ad strategies of Nike vs. Under Armour with these megastars at their helm? What kinds of ads did they use and where did they serve them? Scroll through the infographic below or download our report to find out.

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Key Take-Aways from Performance Marketing Insights Europe 2015

Last week, the WhatRunsWhere team jetted off to Berlin to attend Performance Marketing Insights (PMI).  This marketing conference welcomed more than 800 senior executives globally to network, strategize, and discuss the evolutionary future of performance marketing.

Attendees included advertisers, publishers, networks, agencies, affiliates, and adtechs from around the world. It was two days of informative keynotes and insightful panels led by industry leaders from companies including Matomy Media Group, Salesforce, RetailMeNot, and hotels.com.

PMI attracted a wide variety of industries, but there were two prominent verticals, retail (making up 22% of ticket holders) and travel that seemed to dominate  in conversation and in attendance.

So what can brands and advertisers learn about the travel and retail industries when it comes to the future of performance marketing? We’ve summarized the top takeaways for both verticals below.

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Media Buying 101: What Is Programmatic Buying?

This is the first article in an exclusive series that explores the complex world of Programmatic Media Buying. If you’d like to suggest a topic, please email us.

An Introduction to Programmatic Buying

I’m sure you hear this word thrown around quite a bit. Programmatic Media Buying – it’s ‘the future of online advertising’ – a means to completely remove all manual processes in digital advertising.

It’s an important buzzword that many people know of and use. But let’s be honest, there’s a lot of confusion surrounding this term and few actually know what it means.

Programmatic In a Nutshell

In short, programmatic media or ad buying is the use of technology to automate and optimize the ad buying process in real-time.

A simplified example of programmatic is the use of ad networks like AdWords, which is powered by algorithms, to serve highly targeted ads at viewers.

But programmatic has evolved to be much more complex than this. Once exclusive to search and display ads, programmatic now includes many more mediums, like video, and can be done across multiple channels (desktop and mobile).

Generally, it is a catch-all term that encompasses the leveraging of big data and technology including ad networks, ad exchanges, trading desks, demand-side platforms (DSPs), supply-side platforms (SSPs), exchange-based buying of ad inventory, real-time bidding (RTB), and ad networks to serve targeted and relevant experiences to consumers across channels. On the back end of things, algorithms filter ad impressions derived from consumer behavioral data, which allows advertisers to define budgets, goals, attribution, and optimize for reduced risk while increasing ROI with ease.

That’s a lot of jargon. Confused? Me too.

rocketscience

Before we even begin to understand the many intricacies of programmatic media buying, we need to know why it came into demand, and define the many elements that programmatic encompasses.

So let’s break this down, and take it one step at a time.

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Meet us at Performance Marketing Insights Europe!

WhatRunsWhere is excited to attend Performance Marketing Insights June 23-24, 2015 in beautiful Berlin. This leading performance marketing conference brings together top marketers from around the world.

#PMIEUR will be welcoming more than 1000 senior marketing professionals from more than 40 different countries and WhatRunsWhere is eager to network, connect and discuss competitive intelligence with attendees. This is the conference to attend to get access to premier content marketing strategies from leaders in the industry.

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David Kelly, VP Business Development.

If you’re heading to Performance Marketing Insights in Berlin or if you just happen to be in town, be sure to connect with David Kelly, our VP of Business Development. Send him a message at sales@whatrunswhere.com to set up a meet and greet. Network and learn more about how competitive intelligence can help boost your advertising strategies!

Don’t forget to stay connected with us on Twitter @WhatRunsWhereSee you in Berlin!

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Advertising Agencies: Why The Best Agencies Use Competitive Intelligence

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?

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Advertising Agencies: Are Digital Agencies the Way of the Future?

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?

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