Thursday Thoughts On Advertising 44
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Mckinsey & Company Retail Study, LinkedIn Users Ability to View Sponsored Content, Chord Cutters vs Traditional TV Viewing Habits, Google Ads Remarketing Strategies & Google Ads Introduces 3 New Bidding Strategies.
MCKINSEY & COMPANY RETAIL STUDY
Brick & Mortar Stores Need To Up Their Game- Here’s How
Are you ready? The store of the future is still in its infancy, but every one of the technologies described exists today and as a commercial product, not just a prototype or proof-of-concept. Retail leaders should act now to prepare their organization.
PAID SOCIAL ADVERTISING
LinkedIn Users Can View All Sponsored Content From The Last 6 Months the article here
Following the lead of Facebook who recently allowed users to see any paid ads run by a business page within a time range, LinkedIn is now doing the same for Sponsored Content ads. This is obviously aimed to increase transparency, but it also helps us, advertisers, to keep up with each other and research trends!
CHORD CUTTING VS TRADITIONAL TV VIEWING HABITS
Millennials Hail Chord-Cutting At Home, But Linear TV Reigns In Public Settings the article here.
“As a digital generation, millennials are much less likely to invest in linear programming in their own homes, but are shown to supplement with out-of-home viewing – particularly in the context of a social environment.”
Although this article shows that millennials are watching ads in social places, does it really have the same effect as when they see it in their living room? I don’t know about you, but the last time I was at a gym or a bar watching tv, I probably only saw about 1/8th of the actual ads displayed. Meanwhile, engaged attention with this generation CAN be found via OTT streaming in their living rooms.
GOOGLE ADS REMARKETING STRATEGIES
Retargeting List Strategies to Drive Conversions See the article here.
Targeting customers who are already familiar with your brand with different messaging is key to increasing conversion rates and therefore lowers your CPC. Although a few tech goals must be met to apply this strategy, it’s worth working your way up to them. Strategies involving cart abandoners, mixing in dynamic search ads and much more can be found in this article.
Google Ads Introduces 3 New Bidding Strategies See the article here.
As part of Google’s recent rollouts with their Marketing Live Event, they continue to introduce new advancements. This time around, they are introducing 3 new bidding strategies, designed for advertisers to be able to utilize automatic bid strategies, but also to have the freedom to control certain functions of their bidding as well. One of the biggest revelations from this announcement is that we as advertisers can now assign conversion goals to campaigns rather than at the account level. As typically each campaign has its own specific goal, this allows for algorithms to pick more relevant metrics for each campaign to optimize.