February 17, 2016
Ad tech is an industry that’s continually evolving. For digital advertisers, keeping on top of new (and old) marketing techniques is a must. Whether you’re a novice or a seasoned digital advertiser, here are four digital marketing methods you should know like the back of your hand.
1. Creating Your Own Pre-Roll Video
YouTube pre-roll is currently giving marketers pause. Many are seeing their target audiences hit skip as soon as those five seconds are up. Why? Their audience isn’t engaged.
Tech-savvy marketers who produce their own pre-roll have the ability to create tailored, more immersive content with strong CTAs. By offering more engaging pre-roll, these marketers better their chances of targeted consumers watching the full commercial.
If you’re not already creating your own pre-roll, consider making it a top priority.
2. Counteracting Ad Blockers with Native Advertising
Now that consumers are hypersensitive to ads, digital advertisers must find ways to get consumers not to use ad blockers. Native advertising is one such way.
Unlike traditional digital ads, native ads mimic content. They’re relevant and entertaining. More importantly, native ads don’t disrupt the user experience. And when users aren’t annoyed, they don’t block.
To fight the ad blocker battle, make sure your native advertising game is strong.
3. Nurturing Leads with Behavioral Advertising
Gone are the days of in-your-face ads. Consumers simply don’t like the hard sell anymore. Therefore, advertisers are guiding their consumers through the sales funnel with a more natural approach: lead nurturing through behavioral advertising.
Here, advertisers segment leads and use targeted, personalized content, to engage them over time. But the trick is to not to be creepy about it. When engaging with a lead on social media, you wouldn’t send them a Starbucks ad if they left the drive-thru five-minutes ago.
By delivering the right content at the right time, you’ll move consumers to the bottom of the sales funnel.
4. Optimizing Cross Platform Marketing
Cross platform marketing is a necessity for advertisers who want to capture multi-device consumers. To ensure consistent branding as consumers move from device to device, advertisers are optimizing for each platform.
When a consumer views an ad first on their desktop, and later again on their smartphone, that same ad is now optimized as a mobile-friendly version.
Optimizing will ensure a better user experience across all devices.
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