Imagine the following scenario. An Internet user lands on a page on a website, which begins to load. At that very same moment the website sends out a “bid request” to thousands of advertisers saying: “There’s a user here who is a 36-years-old Caucasian female, lives in Pennsylvania, has two dogs, and who has recently searched for skinny jeans and fitness books. How much are you willing to bid to display your ad on this page?” In about 100 milliseconds an auction is run and the winner is allowed to place its ad on the page.
What’s staggering is that the whole process takes place in 300-500 milliseconds, causing no visible delay to the user, and that this same process is repeated every time a web page loads for every ad slot on the page.
If this sounds like a marketer’s dream come true, it’s because it is. Good news is, it’s not a dream anymore. It’s reality and, as technology improves, it’s changing interactive advertising as we know it.
The process I described above is called “Real Time Bidding”, and what creates the opportunity to serve ads that are so relevant to end users is known as “Big Data”. According to AdAge, “Big Data”, when applied to digital marketing, can include online searches, website log files, consumer-uploaded images, retail transactions, loyalty card information, email communications, mobile location information, and social media commentary, just to name a few. These are all different “channels” that consumers use in their quest to find solutions to their problems, make purchases, and more in general to improve their life.
Needless to say, the most popular example of Real Time Bidding meshed with Big Data is the Google Display Network, which is becoming increasingly more powerful in its targeting capabilities.
So, how is all of this information going to affect you and your business, and change the landscape of digital advertising as we know it?
Think about it. – The nature of digital advertising has long been “one-to-one”, that is, who clicked on an ad and who converted. The user goes online, runs a search, clicks an ad, and makes a purchase.
Not so anymore. – Often consumers are more complex than ever and use multiple channels either before and after running a keyword search, and the ads served to them while they are on those other channels are indeed very relevant to their needs.
I hate to say this, but keyword search alone may not be enough anymore to achieve the largest visibility and the best possible ROI from your marketing efforts.
As a marketer, you must take action now to leverage the power of Big Data in order to offer your prospects and customers a more “customized-to-their-needs” experience which will ultimately increase your ROI and profits.
So, when planning your next online marketing effort, ask yourself this question: “How can I have display, remarketing, video, and social media advertising work in synergy with my keyword search campaign?” – Being able to answer that question effectively could make the difference between a successful and a not-so successful digital campaign.
In an effort to give their viewing audience what they want or may be looking for, YouTube.com has come out with yet another new homepage layout. This latest round of changes comes just after the recent rumblings that YouTube, in effort to compete directly with Hulu.com, will start showing full feature movies and television shows.
In a recent blog post, YouTube explains that they did this, in part, to make the page(s) easier to navigate. You can also customize your homepage, when logged in, to add or remove specific modules.
Among these big changes are Spotlight Videos, which when displayed, will be more prominent on the homepage. These videos are deemed by YouTube to be the best or most relevant in the video community. In addition, to help display a wider variety of video results, YouTube is now organizing their Most Popular videos by category.
Finally, in order to have the ability to continue growing and testing out different designs, YouTube is finding new ways to get more advertisers on to the site. Recently, they changed the name of these video ads from Sponsored, to Promoted. The cost of advertising remains very low and allows for just about any business to take advantage of the large amount of viewers.
They assure their audience that more changes are soon to come, so stay tuned!