Category Archives: Digital

CenterTable @ SXSW: 2018 Preview

SXSW 2018GroundFloor Media and CenterTable are once again heading down to Austin to attend the 2018 South by Southwest Interactive (SXSWi) conference. Beginning Friday, March 9 and continuing through Tuesday, March 13 Adrienne Schafer and I will be hitting up as many sessions, panels, brand activations, concerts, networking events and food trucks as we can possibly stomach, and reporting back here on the GFM/CenterTable blog and a variety of social platforms.

The conference has changed quite a bit since we started attending seven years ago. The days of interactive sessions following a strict marketing and social media theme are long gone, replaced with niche programming tracks like health & wellness, sports, food and fashion as well as technology-focused trends like virtual reality, augmented reality and artificial intelligence (we really are living in the future, aren’t we?). But the thread that weaves all these “interactive” subjects together still remains communication, interaction and the place where brands and individuals meet. Change was inevitable as SXSW has grown, but it’s still an experience that can’t be found anywhere else.

Read more after the jump…

How To Make Your Data Dashboard Actionable, Not Recyclable

Pretend you’re driving along and you see a light on your dashboard. dashboard tire pressure symbol It’s the tire pressure alert symbol. It doesn’t tell you which tire has a problem, if the air pressure is too high or too low, or how quickly the pressure is changing.

Is it an emergency? Do you have a flat because of a nail? Is it just cold out and a little driving will be fine?

Recycling BinYou pull over, check the pressure in all four tires and find they’re all ok and still, there’s that darn symbol. Ahh, you remember the spare. That must be the problem. So it was definitely not an emergency, and checking the spare was the last thing on your mind.

A more effective car dashboard might have a diagram of your tires that lights up to tell you which one is low; it might even have a red/yellow indicator to show whether it’s a slow leak, a severely low tire or a puncture, losing air fast. Read more after the jump…

Google Ad Grants Changes in 2018: What Nonprofits Need to Know Now

Early this month Google is rolling out some pretty drastic changes to the Google Ad Grants program, which provides up to $10,000 per month in free ad spend on the Google search network to 501c3 nonprofit organizations.

It’s clear by the nature of these changes that Google is making a major push for quality. According to Google, these policy changes are intended to “raise standards of quality for our free advertising grants” program which currently serves more than 35,000 nonprofit organizations.

Here are the major account management changes nonprofits need to know about – and act on – now:

Increased Click-Through Rate Requirements

Read more after the jump…

A Case for Animation & Motion Graphics

A Case for Animation & Motion Graphics | CenterTable Digital AgencyAnimation and motion graphics provide an alternative method of storytelling that lights and cameras might not always be able to. Whether it’s quantitative data and graphs or bouncy shapes and vectors, animation offers limitless creativity to implement and communicate visual ideas. There are several key benefits to implementing motion graphics into your video marketing strategy.
Read more after the jump…

5 Videos You Might Have Missed This Year

Regardless of which side of the aisle you sat on, 2017 was pretty incredible. This year found itself embroiled in some of the most polarizing cultural, political and technological developments the world has ever seen. In a society increasingly connected in a web of social media outlets and platforms, we were collective witnesses to moments that defined humanity, and moments that divided it. Ad agencies, news outlets and production companies naturally responded to the ebb and flow of the cultural mainstream and its socio-political undercurrents by producing increasingly relevant, provocative and entertaining content.

As director of media production at CenterTable, I am always on the lookout for the latest and greatest in media and advertising. This year I compiled a list of 5 social videos produced in 2017 that stood out to me in technical prowess, innovation and boldness. This list includes everything from social media ads to TV commercials. Let’s dive right in (in no particular order).

Read more after the jump…

Digital Marketing Lessons from Award-Winning Smart Ashes

Facebook logo

We were humbled to learn earlier this year that our Be A Smart Ash campaign for the Denver City Forester received the annual Kudos Marketing Award from the National Recreation and Parks Association (NRPA). And we were perhaps even more excited to be invited on NRPA’s monthly webinar to detail some learnings about the campaign.

So what exactly is Be A Smart Ash? We’ll let the campaign tagline do the talking:

1 in 6 trees in Denver are ash trees. And if we do nothing, it’s just a matter of time before they’ll ALL be devoured by the emerald ash borer, the most destructive forest pest in U.S. history. But who wants to be a Debbie Downer when you can Be A Smart Ash? Spend some time on our site and learn how you can help protect your ash and our urban canopy by identifying, treating and replacing Denver’s ash trees.

The Denver City Forester, a division of Denver Parks and Recreation, enlisted our help with a five-year integrated marketing campaign that has included naming, branding, messaging, content creation, internal and external communications, media relations, website development, SEO, digital advertising, video production and social media management.

The goal? Raising awareness about a tiny pest called the emerald ash borer (EAB), which has decimated ash tree populations in more than 25 states and parts of Canada.
Read more after the jump…

Reddit is becoming an intriguing outlet for advertisers

Advertising on Reddit has been available for quite a while but horror stories from brands that tried to engage on the platform with out taking into account it’s unique structure andcommunities have served as warnings to marketers that weren’t building campaigns that “fit” with users of the platform.

The platform has over 330 million people engaging on the site each month and has become big enough that it can no longer be ignored. In the past few months, Reddit has made a number of changes that make it a viable digital advertising option. More so then nearly any other digital option out there, a Reddit campaign has to be built to be something that Redditors will embrace.

Read more after the jump…

How Much Should I Spend on Social Advertising?

Navigating options for your social ad spend can be challenging.

Navigating options for your social ad spend can be challenging.

We often receive this question from our clients, particularly as everyone is locking down their 2018 budgets: How much should we budget for social media advertising?

The short answer is that there is no short answer. A simple Google search for “how much should I spend on social media advertising” will provide results that range from industry averages to advertising as a percentage of your overall social media marketing budget. The problem with those figures and averages is that they don’t consider your business’ unique needs and/or budget at this moment (or for the first quarter or first half of 2018).

Here are some questions to consider as you think about social media advertising and your 2018 marketing budget: Read more after the jump…

Twitter’s New Promote Mode a Good Option for Small Business

Twitter recently announced that they were moving forward with a new advertising service that it had been testing this summer.

Twitter Promote Mode, which is now available to everyone, is a self-serve advertising subscription that for $99 per month automatically amplifies users’ tweets and profile. The tweets that are turned into ads through the new program appear just like any other paid Tweet with the small “promoted” language at the bottom of the tweet.

What’s nice about the program has positives and negatives depending on the account and how much time is available to do a more formal growth strategy. With the new Promote Mode users don’t have to do anything different to have these tweets seen by a wider audience – they just continue to tweet out their same updates, links and media as usual.

However, they cannot choose which tweets to promote – they can only turn Twitter Promote on or off. In addition, the tweets can be only be targeted by selecting up to five interest or metro locations or regions in a selected country. That’s significantly more contained then Twitter’s standard advertising platform.

For small businesses, individual influencers and brand new accounts, Twitter’s new Promote Mode is a great option to build visibility and followers more quickly.

Facebook’s New Campaign Budget Optimization Tool Is a Big Win

Facebook Budget OptimizationLast week Facebook announced via a blog post that they were soon going to be rolling out campaign budget optimization, which will allow for distributed budget across ad sets, often resulting in the best results for their campaigns.

By distributing more of a budget to the highest performing ad sets, advertisers will be able to maximize the total value of their campaign. This optimization will work in real time to determine the most effective use of ad spend to help lower cost per objective and improve results. It will also eliminate the need to spend time manually shifting budgets.

Read more after the jump…