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The fast-changing digital world can be hard to keep up with. Here are the three top recent changes set to influence the future of online advertising . Identity-Based PPC: Identity-based PPC allows advertisers to target users with the specificity of e-mail, but without blasting their inboxes and annoying the user. Users cannot unsubscribe from seeing ads. Identity-based PPC is, weirdly enough, a great way to get your content or link to go viral. While it is obviously frowned upon for a company to pay for digital content to go viral, what advertisers can do with identity-based PPC is pay an influencer who may have a specific interest in the subject of your link to share this link with his followers or connections, much like a sponsored ad. Automated Solutions: Google is automating and simplifying their system. This automation is a trend slowly popping up in all ad buying and selling programmatic across the industry. Repetitive tasks are being removed from the digital on

If you have decided to try setting up a device-targeted online advertising campaign, but aren’t sure where to start, here are some helpful indicators to get you on the right track! Start with a base device: identify which device is your top volume driver. If this is PC, create your campaign for PC and then clone it for the other devices you want to create a campaign for (mobile, tablet, etc.) and then make device-specific modifications. Determine Modifiers : Each ad group (your group of separate device-level campaigns) is going to have several modifiers, now is the time to determines which they will be and how they will affect your account limit. Think about modifying by gender, age, and geotargeting. Set new bids: According to your previous mobile modifiers or conversion rates, set new bids for your device-specific campaigns, reset your bid modifiers for these campaigns. The idea is that you can bid smarter now that your bidding by device. Go slow: It’s important to

Device-level targeting refers to the segmenting of online campaigns by device type, operating system, and even model. It can be a useful tool for setting up specified and controlled targeted online advertising campaigns. In order to help you make your decision about whether or not you may be interested, we’ve made a list of some of the pros and cons of device-level targeting: Pros Device Usage: Besides isolating which devices are growing in usage you can also adjust your bids given when usage is highest per device. PC usage peaks by midday, while mobile PPC traffic spikes on weekends and during evening and commuter hours. Demographics: Device-level targeting holds a wealth of demographic information specific to device usage. Tablet users tend to skew female while PC usage skew only slightly more male than female. Mobile users have a lower conversion than PC as they tend to be more impulsive and of lower value, as well as other relevant age, gender, and household income info

Device-level targeting refers to the segmentation of online advertising campaigns by device type (mobile, tablet, pc), operating system, and even device models (Apple vs Samsung?). It is a strategy that makes sense for certain business, depending on the product you may be selling it can make sense to target a specific device or it can allow you to optimize a campaign to a specific format (mobile vs online). Even Google has toyed with allowing device-level targeting, removing it in 2013, and subsequently reinstating the option in 2016. How can target device-level targeting be beneficial to your online advertising campaign? In a nutshell, targeting specific devices gives you more control. Not just on optimizing your ad type specifically to a mobile screen or tablet screen—but it can give you useful demographic and usage information. For instance, with device-level targeting you can isolate which devices are growing in usage—an ever increasing amount of sales and clicks are c

There are many strategies for the monetization of a mobile app. Today, we want to make the case for in-app mobile ads and answer the question of why you should advertise with in-app ads. To begin with, these apps are free. Users today want most of their digital consumption to be as cheap or free as possible—especially when it comes to mobile. There is a downward trend in the download of paid apps as users become less willing to spend money on applications. But, there is an upward trend on time spent in-app, with users spending 80% of their time on phones in apps and online 20% browsing mobile web pages. While many app developers may still opt for free aps that contain in-app purchases, this isn’t a monetization strategy that works for all app types. Users are also reported to remember in-app ads at a higher rate than they remember online apps. Users are also so accustomed to seeing mobile ads, that even those who consider them an annoyance, as long as they do not disturb the

What to Consider at the Start of your Rebranding Strategy Making the decision to rebrand needs to be a well-thought out process. If your company has outgrown is old image and is need of an update that reflects new values and consumers, you may be thinking of recreating your brand. Partial or Full? One thing you may not have considered until now is whether to enter into a partial or full rebrand? A partial rebrand is the change in only certain elements of a company. This may be something like a logo change and is a much more common occurrence within companies looking to make sure their look is updated without changing any of the integral parts of their business, mission, customers or values. A partial rebrand is easier to manage than a full rebrand. A full rebrand may occur only once or twice in a company’s lifetime given that it’s a much more risky, time-consuming and bottom-line consuming endeavor than a partial rebrand. A full rebrand may occur after some parti