If spring’s the time for cleaning, summer’s the time for home improvement. Every summer, people begin to think about updating and upgrading their living situation, whether it’s through renovations, remodeling, or purchases. During these warmer and brighter months, people line up to get into open houses, sample flooring and bathroom tiles, and get in the mood for spending money to upgrade their home. This is especially true this year, with rumors of rising interest rates sending consumers rushing to get their finances in order while the rates are still favorable.
We looked at a narrow cut of real estate and home improvement advertisers to understand how summer impacts consumer behavior. There are obvious patterns of consumer interest during the summer months (June to August) that drop during the winter. Click-through rates for home improvement search ads go up almost 15% during the summer when compared to the winter months, signaling an increased interest in home improvement topics. Conversion rates also trend 37% higher during the summer. While we saw a brief spike during late December and early January, this is presumably for the holiday season, as people look for deals and make plans to change things for the New Year (and which doesn’t offset the general trend of summer home improvement).
Unsurprisingly, real estate and home improvement advertisers are aware of the summer effect. Competitiveness peaks during the summer months, with search CPCs jumping 4% before falling back again during the winter – when consumers aren’t quite as eager to paint the outside of their house or spend time remodeling.
If you’re looking to slap a fresh coat of paint on your digital marketing strategy, it’s always good to begin by understanding where your audience is and when they’re engaging. For marketers looking for potential home buyers or renovators, be sure to take advantage of the summer months, when people are splurging on new shelves or looking for a new place to call home.
Programmatic is hot right now. eMarketer predicts that by 2016, programmatic spending will top $20 billion, making up 63% of all US display ad spending. As quickly as it’s growing, though, programmatic has some serious terminology and conventions you have to learn if you want to consider yourself an expert. And once you get started, you may feel like you’re drowning in a sea of programmatic jargon, lingo, and acronyms.
The programmatic ecosystem is large and wide – but not impassable. A good way to start the journey is getting to know the 8 major players in the ecosystem, as well as their main functions.
1. The Advertiser
If you’re reading this, this is probably you. The advertising world wouldn’t exist without the companies that buy the ads.
2. The Publisher
Publishers are all the publications, web sites, and mobile apps that create and deliver the real value – the content – as well as the ad space that advertisers buy.
3. Ad Exchanges
Ad exchanges are the backbone of programmatic ad buying, and a major driving force for the display advertising renaissance over the past few years. Ad exchanges are essentially marketplaces where advertisers and publishers buy and sell ad space programmatically. Publishers make their inventory available and advertisers then bid for those ads, often in real-time, based on how much a particular visitor is worth to them.
4. Ad Networks
Ad networks are like the older, less capable big brother of the ad exchange. Like ad exchanges, ad networks aggregate inventory across multiple publishers and package it up, helping advertisers buy ads at scale more efficiently. Because they can still be a simple, efficient way to scale your media buy across a large number of publishers, they’re still relevant in this age of programmatic. Still, ad networks don’t offer the same targeting sophistication that ad exchanges do.
5. Data Management Platforms (DMPs)
Advertisers use DMPs to collect, store, and leverage their first-party audience data. DMPs also aggregate data from third parties and make it available to clients to use in their advertising.
6. Demand-Side Platforms (DSPs)
A demand-side platform is a tool that enables marketers to bid on and buy ads from ad exchanges. There are some big differences between the different platforms out there, so be sure to determine what’s most important to your business before investing in one – for example, access to data, quality of reach, transparency, etc.
7. Supply-Side Platforms (SSPs)
Advertisers use DSPs to buy ads on ad exchanges. Publishers use SSPs to sell their ads on ad exchanges. It’s basically the mirror opposite.
8. Agency Trading Desk
Agency Trading Desks (ATDs) are essentially the media buying and reselling arms of major advertising agency holding companies like WPP, Publicis, and Interpublic. ATDs reflect a mix of people and technology. While media is often bought programmatically using technology like DSPs and DMPs, it’s then resold to advertisers as a managed service.
These eight players are just one piece of the programmatic puzzle. For a more complete discussion – including how data, targeting, and retargeting figure in – download our full white paper, The ABCs of Programmatic.
Advertisers cite data quality as one of their top concerns in creating complete customer profiles. Many advertisers are still looking for ways to expand the reach and effectiveness of their campaigns with strong, quality data. Being able to effectively synthesize different sources of data is a key step in this process. While first- and third-party data are most common and have their own, unique strengths, second-party data is making a big splash – and quickly becoming the life of the party.
First-party data is your data, collected from your own audience and customers. It’s unique, cost-effective, and relevant. However, it has scalability issues since – by its very nature – it’s not designed to locate and target additional audiences.
Third-party data is data from an external source, aggregated and sold to advertisers for use in display campaigns and analytics. It has equal-but-opposite issues – it provides a good overall look at a segment or market, but is not unique and less relevant.
Second-party data allows advertisers to bridge the gap between the two.
Second-party data is data received from a trusted source that an advertiser has a direct relationship with. Not only is it scalable – unlike first-party data – it’s also more reliable than third-party data. Second-party data allows you to expand audience reach with accurate data from a trusted partner, whereas third-party data is unreliable due to how the audiences are compiled – information can quickly become outdated.
As a modern marketer, you need to use all the tools at your disposal to best reach and target your audience. Using a healthy mix of all three data types can help you optimize your campaigns and reduce costs, while reaching larger portions of your target audience.
To learn more, read Marin’s white paper – The Power of Second-Party Data: Partner with Trusted Sources to Discover New and Valuable Audiences.
Back in November 2012 – after voters cleared last-minute campaign flyers from doorsteps, stood in long lines, and cast their ballot for the next president of the United States – the electoral numbers came in. Obama 332, Romney 206. Obama didn’t just win the election by a landslide, however; he destroyed the digital advertising competition.
The Obama years – and the election campaigns that supported them – are just the beginning of a digital advertising groundswell. Even though voter turnout continues to hover at just above half of the electorate, the advent of targeted, behavior-based advertising has the potential to:
Precise targeting is nothing new in the world of digital advertising. We’re used to search, social, and display solutions that automate optimization and retargeting, decrease spend, and increase ROI, and have been for years.
Still, in a landscape dominated by TV ads, politics has some catching up to do. And it’s doing just that, pretty quickly.
Should the public be concerned? Not so much – unlike a survey, all the data are anonymized and campaigns never receive any personal user information. Instead, they use the data to identify trends, so that campaign marketers can refine their strategies and campaigns accordingly. And, politicians and campaign managers are all aware that privacy remains a hot news item. This is precisely why using an automated solution – where data and trends are used, not personal information – ensures safety in an age of very valid privacy concerns.
Ad tech is ubiquitous and growing exponentially every year. With its ability to collect and use the right data at the right time for the right audience, it has a powerful ability to reach the ever-important swing voter. In 2016, when the ballots are cast and the votes are tallied, the winner will be the campaign that best leveraged social, search, and display across the web.
March Madness has just begun and as always, office productivity is already dipping as people steal some time to catch a few minutes of game-time, whether it is on a television or streamed on a desktop or mobile device. But how has March Madness affected digital advertisers? We took a look at the retail and travel industries in the US during March Madness 2014, to see how consumer behavior affected these verticals.
When we look at the retail vertical during March 2014, we see one notable jump in activity. There is a small jump in clicks in the four days before Selection Sunday and a much larger jump after the regional games are decided on the 22nd and 23rd. Click-through rates also at least double during these periods, when compared to the monthly average. This timing is synonymous with viewers first buying team and party goods before the games begin, and then again in preparation for the quarterfinals.
Click behavior also showed jumps in the travel vertical. On the 28th, 29th, and 31st of March, we saw huge spikes in consumer clicks for the travel vertical. Click-through rates saw even more significant spikes, jumping almost 500% when compared to the average for March. This coincided with the end of the quarterfinals, marking a point where many hardcore college basketball fans are looking up flights and hotels toying with the idea of traveling to the semifinals and finals, the crucial games of this tournament.
Social publishers grow up so fast…
Check out this infographic of Twitter milestones.
Ever since its inception, through to its IPO in November 2013, the challenge for Twitter has been to balance the need to monetize its platform with ads without alienating its loyal user base. So how is it doing?
Overall Twitter ad revenue increased 97% (Feb ’14-Feb ’15). This is because Twitter has become a highly attractive advertising medium for savvy advertisers. Twitter has worked hard to attract marketers by broadening its advertising options, opening up more audience data and launching new capabilities to reach users, such as pinned tweets and Vines. In the US it’s even testing a ‘buy’ button. These moves have been important for brands, who might otherwise fear their message could be drowned out by the sheer volume of noise on the platform – over 9,000 tweets are posted every second.
Twitter has also been quick to embrace mobile, something Facebook admits it took longer to do. Smartphone adoption is a key reason Twitter will continue to grow in the years ahead; mobile already accounts for 85% of Twitter usage and 85% of all its ad revenue.
All of this appears to have been achieved without upsetting existing users – it’s hard find any evidence that ads are creating Twitter quitters. Growth of new users has slowed, but Twitter is still on course to hit 400m users this month, that is an astoundingly large audience.
The bottom line is that Twitter will continue to attract advertisers if the advertising continues to work and if users are kept happy; keeping this balance in check will be critical. The signs are positive, Twitter is a here to stay for at least another 9 years and will continue to grow as an important channel for digital marketers.
Advertisers can use the Marin Social platform to manage Twitter ads alongside Facebook. Request a demo today.
The Super Bowl is one of the biggest sporting events of the year. It’s not just a football game, but also a social event, with people getting together for a Sunday full of eating, chatting and sharing on top of watching the game. With that in mind, it makes sense that Facebook sees a lot of activity during the game, especially on mobile devices as people watch live. So what did this activity look like for Super Bowl XLIX? We took a look at our Marin Global Online Advertising Index to understand how consumers behaved this past Sunday.
When comparing Facebook activity during this past Super Bowl Sunday against prior Sundays in January, we saw some significant boost from that single day. Click-through rates for Facebook ads experienced a 9% lift during the Super Bowl, and cost-per-click experienced an astounding 55% jump, signaling the increased competitiveness during this event. After looking at Facebook conversion rates during the Super Bowl, this increased competitiveness makes sense. Conversion rates on Facebook mobile devices jumped 414% during the Super Bowl alone!
What this means for advertisers is that the Super Bowl is not just a social event offline, but online as well. People sharing and commenting on social media during the event translated into real sales and conversions. Successful marketers managed to leverage this in combination with the second-screen effect to increase brand interest, click-through and ultimately, conversions.
With Super Bowl XLIX kicking off this Sunday, football fans are looking forward to three things: the game, the food, and the commercials.
Whether you stand behind Marshawn’s “I’m here so I don’t get fined” media antics, think Deflate-Gate is the dumbest sports controversy ever, or are simply looking forward to seeing a touching commercial featuring Clydesdales and their lost dog, chances are you’re leaning one way or another on who’s favored to take home the Lombardi Trophy.
Here at Marin, we thought we’d take some of the guess work out of determining which team has more fans on their side headed into kickoff and we did it the best way we know how: according to paid search. In looking at retail clients that sell NFL team apparel, one team came out on top by a landslide… the Seahawks.
In terms of sheer numbers, keywords associated with the Seahawks received 163% more clicks in the month of January over the Patriots. This is accompanied by 128% more impressions and a 15.5% higher click through rate (CTR) throughout the month.
But why the significant favoritism for Seattle in terms of consumer engagement?
All we can do here is speculate. Perhaps more consumers truly believe the Seahawks are the better team. Maybe the casual football fans see Seattle as the “shiny new toy” given that New England and Tom Brady have earned six trips to the big game in his thirteen seasons as their starter. Or could it be as simple as the Seahawks having more bandwagon fans vying to get their hands on branded hats and jerseys prior to Sunday’s game so they fit in with the crowd? It’s anyone’s guess so I encourage you to speculate and leave your thoughts below.
May the best team win, regardless of how many t-shirts they can sell.
As a digital marketer, you’ve likely noticed that the industry has been on a roll, with internet advertising revenues reaching $11.7 billion in the second quarter of 2014 alone – a 14% YoY increase. But with this growth has also come concern. (If you’ve felt some of these effects, you’re not alone.)
To try and understand some of the growing pains, we conducted a survey of over 300 digital marketers to better understand their cross-channel practices and challenges. Respondents were located across the United States and United Kingdom, and represent a diverse array of verticals and marketing job focuses.
According to the survey, better understanding audiences, breaking down siloes, and integrating channels will be the main areas of focus for digital marketers over the next 12-months. The top five priorities ranked are:
1. Creating campaigns based on deeper understanding of audiences (51%)
2. Cross-channel digital marketing (50%)
3. Better integrating online and offline marketing efforts (46%)
4. Better integrating digital marketing disciplines (44%)
5. Investing in more sophisticated technology to gain and act on insights about customers (33%)
Additional priorities cited in our survey include: hiring more people with data analysis skills (33%), programmatic buying of advertising (23%), and gaining more transparency into where digital agencies invest their budget (22%). Marketers also want to develop a deeper understanding of how to digitally market to emerging markets such as Russia, Brazil, China, and other parts of Asia (17%).
Not surprisingly, we found that the problems marketers listed as their biggest challenges aligned closely with their priorities for 2015, suggesting a good handle on the situation and a path forward.
Do you agree with these priorities? Are there any you would add? Let us know your thoughts in the comments section below.
To read more insights from our 2015 marketers census, download a copy here.
In our recent study of over 300 digital marketers, 75% said their job has become more complicated over the last year… and what a year it’s been! We’ve seen big publisher changes, new ad types, shifting buying behaviors, and growing mountains of data. Add that to the proliferation of channels and devices, and it’s clear that digital marketing has become undeniably complex.
However, it’s also been exciting! Just consider how digital marketing has increasingly aligned with so many aspects of daily life - when we use a second screen while watching a big sporting event, when we hop onto Twitter to join a conversation, or when we are pleasantly surprised by a spot-on retargeting ad during our last-minute holiday shopping.
These are the kinds of things that have led marketers to rise to the challenge armed with data, tech, and smart people who innovate at all levels. Marin has been there throughout, with ongoing support and new features to help marketers achieve their goals. We hope you’ve had a happy and successful year, and invite you to take a quick trip down memory lane with the greatest hits and highlights from both Marin and the larger ad tech industry…
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Now what about 2015? Drop us a line in the comments to share your predictions!
We just made it easier to on-board & sync in Yahoo! Gemini Native/Search campaigns in Marin! Get in touch w/ your account rep to learn more.