Marketo-DG2DA

PART I: WHAT IS DIGITAL ADVERTISING AND WHY IS IT IMPORTANT?
HOW HAS DIGITAL ADVERTISING EVOLVED?
Data and Targeting
An advancement that has truly
enhanced the world of digital
advertising is the inclusion of data
and targeting. Through advanced
data, behavioral tracking, targeting
capabilities of digital ad platforms,
marketing automation tools, and
social media sites, marketers can
now get even more personalized
with their digital ad creation.
While in the past digital ad targeting
was based heavily on traditional
demographic information, through
data, marketers can now get even
more specific. Today you can target
based on location, behavior, content
viewed, industry, segment/persona,
browser, device, and more. This
enables more personalized
advertising than ever before.
And you can leverage this data across
all of your channels. You can
determine with more accuracy than
ever before that the person who
views a product on your website is
the same person who liked a post on
your Facebook page.
Rich Media
There are so many different types of
ad formats. While in the past ads
were simply text, today ads come in a
variety of forms. You can use video,
multiple images, and you can even
create ads that are interactive for your
users. By creating ad content that is
much more dynamic, your audience
is more likely to engage.
Programmatic
According to Business2Community,
programmatic refers to a wide range
of technologies that seek to
automate the buying, placement,
and optimization of advertising.
Programmatic advertising combines
rich advertisements with the ability to
resonate with the right audience,
using the right ads, in the right places.
Programmatic ad buying equates to
more efficiency in the space. No
longer are advertisers relying solely
on humans, who can be expensive
and can make mistakes.
Programmatic ad buying is less
expensive and simply more efficient
so that marketers can scale and focus
on what matters—creating amazing
ad campaigns!
Native Advertising
In the past, digital ads have been
thought of as intrusive and noisy.
They have appeared in the middle of
your screen while reading an article,
having no relation to the content you
were engaging with. And what do
you do? You feel irritated and quickly
click out of the ad to get the intrusive
content off of your screen.
In contrast, native advertising is
contextual—this type of advertising is
designed to look and feel like the
content that exists on the page.
Native ads are much less intrusive,
offering that seamless experience
that buyers are looking for. Native ads
are often seen on social media or
news sites. In fact, a recent survey by
IPG Media Labs cited that native ads
give a 52% lift in purchase intent and a
32% lift in brand favorability.
Cross-Channel Interactivity
By leveraging data on multiple
channels, your marketing can
actually interact across channels,
leveraging data on one channel
to inform another. It is this
interactivity between channels
that is improving how marketers
interact with customers across
the customer journey for a more
seamless, integrated experience.
Don’t think about digital
advertising in a bubble. Back
when digital advertising began
there were no cross-channel
efforts. In fact, it was rare that an
advertiser and a marketer would
even be in the same room to
discuss a cohesive campaign!
Today your ads must be part of
your overall brand story. Your
online and offline tactics must
speak to one another and
support each other in order to
provide a cohesive experience
for your audience.
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