Tag Archives: digital advertising

The Shifting Digital Landscape: Changes in the Tech Space That You Need to Know About

 

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Change happens rapidly in the digital world. This edition of Weekly Reads covers where advertising dollars could shift to in the future, emerging ad formats and new data that could help you better reach your audiences.

Search Engine Land: Advertisers Shifting Budget From Search to Amazon

Amazon has become the third largest digital ad seller, just behind Google and Facebook. According to the Amazon Advertising Forecast, 30 percent of those polled plan to shift money from search to fund their spending increases within Amazon. This has implications for Google and Bing as they will now face direct competition from the tech giant. This impacts search agencies who will need to train or hire additional talent to run Amazon advertising campaigns. This survey shows continued growth for new channels that offer additional avenues to reach target audiences. Read more after the jump…

Is Traditional Advertising Dead? Not if you ask Shaq

Shaquille O’Neal in a Ring advertisementWhile traditional advertising is on the decline, now being taken over by targeted digital ads and YouTube stars, it’s certainly not dead. Just ask Shaq.

In the world of public relations, one of the primary communication vehicles to reach target audiences five to 10 years ago, the mass media, has shrunk dramatically. It’s no secret that prominent newspapers and magazines have shuttered, and those that are still publishing are a fraction of the size they used to be. News departments at TV and radio stations have downsized dramatically as well. Certainly, the decline in advertising sales, particularly classified ads for newspapers, have had a dramatic impact on the media. What’s more, how people consume news, watch or listen to music and entertainment, has also shifted. Consider a Pew Research study that showed six in 10 young adults are turning to online streaming, like Netflix and HBO go, to watch TV. What this means is that all of us are seeing advertising in a much different way than a decade ago.

That said, I was intrigued by a recent Real Sports segment that featured Shaquille O’Neal and the fortune he’s made in the nearly decade since he’s retired from the NBA as an ad pitchman.

Read more after the jump…

The Digital Advertising Landscape Evolves

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Facebook, Twitter and Google each claim to be rolling out shiny new features to make your digital advertising efforts easier and more effective, while Vero makes a push to become everyone’s next favorite social platform for personal use.

Vero 

Fast Company: What is Vero? What you need to know about the rising social media platform

Rising subscription-based social platform Vero claims to offer users an ad-free experience with content flowing in chronological order. Find out if and how brands can get in on the Vero game.          Read more after the jump…

Brands Flex Their Creative Muscle on Social Media During the Super Bowl

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The Eagles weren’t the only winners this week. Tide, MoonPies and Fanatics, among others, struck gold by creating thoughtful ad campaigns that took advantage of the big game. The #TidePodChallenge is a thing of the past thanks to Tide’s wonderful series of ads that stole the spotlight throughout the game. MoonPies crafted a funny, on-brand series of tweets that capitalized on the Super Bowl without having to invest big money. Fanatics rode the excitement of Philly’s first Super Bowl win to its second-best sales day ever. Though not everyone was successful on Sunday (looking at you, Patriots and Dodge), this week’s Weekly Reads highlight some of the brands who captured lightning in a bottle.

Super Bowl:

Adweek: Fanatics Targeted Fans on Facebook and Instagram to Score Massive Super Bowl Sales
Thanks to a targeted Instagram and Facebook ad campaign and the Eagles’ first Super Bowl win, Fanatics celebrated one of its biggest sales days ever. The company experienced a 60 percent increase in Super Bowl merchandise sales over last year. 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

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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…

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…

Digital advertising playbook for nonprofit holiday giving campaigns

Giving Campaigns

It’s that time of year again: That time when nonprofits start to think about capitalizing on the charitable mood that tends to spike around the holiday season.

But here’s the problem: Just about every nonprofit across the country is having this same inclination. Take Colorado, for instance: We have Colorado Gives Day every year in early December, which is a 24-hour period in which Coloradans are encouraged to give to their favorite registered nonprofit. The nonprofits who raise the most then receive an extra funding boost from an incentive fund created for that day.

But with all that competition, there’s plenty of noise, especially in the digital space. So how do you help your campaign stand out?

That’s a question many clients have posed to us — so much so that we’ve developed a bit of a playbook; one that has shown to be particularly helpful for smaller nonprofits looking to fully dive in to the holiday giving season for the first time.
Read more after the jump…

Facebook Keeps on Changing

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Facebook is attempting to keep more users on its platform by introducing a slew of new features that mirror its competitors. This week, Facebook revealed that Stories will soon be open to business page accounts that might actually make use of the feature. Additionally, Facebook is testing a résumé feature that puts it in competition with LinkedIn, and it implemented screen-sharing in Facebook Live, which eliminates the need for third-party software. Facebook knows that to stay alive, it has to keep changing.

Instagram

Marketing Land: Instagram Redesigns Call-to-Action Bar to Dynamically Mirror Ads
Instagram is focusing on keeping your timeline beautiful by ensuring that the call-to-action bar on ads will blend in with the overall aesthetic of the ad. The change is small but important in terms of maintaining visual consistency across users’ timelines.
Read more after the jump…

Who Moved My Keywords?!

I logged in to our Google AdWords account one day to find that my keywords were no longer where I expected them to be. Apparently, some of our pay-per-click (PPC) ad accounts had magically been migrated over to the shiny new AdWords interface that has been rolling out over this past year. Frustrated, I found myself looking for the hidden exit door that would transport me back to the safety and comfort of the old, familiar interface with which I’d become intimately acquainted over the years.

I actually had to pause for a moment and talk myself down. Is change really so bad? Might I (gasp!) actually like the new platform? Find value in its new functionality? Experience improved efficiency? Learn something new? Or maybe even remind myself of the value in adapting to change in life in general?

Google AdWords New Interface | Centertable Digital Agency in Denver, Colorado

This new look and feel is taking some getting used to. And I admit that there have been a handful of times when I have jumped back over to the old interface to check off a quick hit on my list of to-dos in the name of efficiency or to complete a task not yet available in the new interface. But by and large, despite the ability to revert back, I’m trying hard to push through the uncomfortableness that comes with change and just roll with it, recognizing that change can very well be a good thing.

Google Try AdWords New Interface Button | Centertable Digital Agency in Denver, ColoradoSo, if you’re feeling a bit curious about what’s on the other side, don’t be afraid to click that little “Try the New AdWords” button at the bottom of your screen. You might just find that you like it (and you can still find your way back if you don’t – at least for now).