Advertisers are always talking about media buying and planning; it's easy to get lost in the noise. Here's a simple breakdown of how media planning can drive the success of your multi-channel campaign.
Donna HongAugust 18, 2019
BRIDGE Insights
Paid search, SEM, and SEO are three different things that have, over time, become entangled and mischaracterized in the digital marketing conversation. SEO was previously considered a component of SEM. But doing SEM didn't always mean SEO was a part of the effort. But when it was, SEM was paid search + SEO. Confused yet? Probably. Because it’s confusing. (And needlessly so.) So let’s clarify some things. For the purposes of this article, we’re going…
DanAugust 15, 2019
“People-based marketing” is a term that gets thrown around a lot in this industry. There are companies that tout themselves as being “people-based,” but in reality, they’re persona-based at best. They have users’ desktop cookies, and maybe their mobile IDs, but are unable to tie any of this back to actual people (the way you could with PII data that’s been ethically sourced). This makes it impossible for these companies to accurately resolve users’ identities,…
DanJuly 29, 2019
Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running on (almost) all cylinders. Your creative is great. Your team is happy. Your boss is impressed. Because of all of…
DanJuly 23, 2019
“People-based marketing.” It’s one of those terms that gets tossed around too much. Much like “rebranding,” “organic growth,” and our all-time favorite, “synergy,” people-based marketing has been used so loosely that it threatens to become fodder for a Dilbert cartoon. The thing is, people-based marketing actually solves huge problems for anyone trying to sell a product or get a message across. But before you embark on a people-based campaign, make sure your partner is actually…
DanJuly 19, 2019
Marketers have a problem. They’re not sure they’re talking to real people. This is an issue, as you can imagine. The inability to accurately track who your message is hitting across a litany of devices -- the inability to know if your ads are even hitting real people (and not bots) -- creates a host of problems, not the least of which is wasted money. Only one-quarter of all digital ad spend ever reaches actual…
DanJuly 11, 2019
We hosted a free webinar this week. It was about moving metal. Perhaps this subject interests you. A key takeaway: car dealers can’t get too wrapped up in any one data point when running campaigns. Yes, location-based data is nice. But what’s really nice is location-based data mixed with knowing what’s already in someone’s garage... and knowing if they’re actively researching new cars online. (There are other things to know, which we dive into in…
DanJune 28, 2019
Location data: it’s useful. C-suite execs use it to identify new markets and improve customer service. Retailers use it to understand who comes to their store. Car dealers use it to know if you’ve been near one of their lots lately. It’s an essential tool in any marketer’s arsenal, providing insight into user behavior, consumption habits, and identity. That last one is key: location-based data is an essential tool in identity resolution, one of the…
DanJune 24, 2019
Transparency. Accountability. Control. All important things, especially in a world where some publishers and ad tech vendors place a less-than-ideal emphasis on user privacy. But around these parts, we take users’ privacy seriously. The only good privacy policy is one in which you’re completely honest with your users, and we’ve long advocated for unified national privacy law. Which is why we’re excited to announce that we’ve joined the Digital Advertising Alliance. The DAA is a…
DanJune 18, 2019
You want to build a global audience. You want to make sure it’s full of real, verified people. You want to perform U.S.-style ad targeting in countries outside the U.S. All valid objectives. But up until recently, you may have faced obstacles. Perhaps your global data was sparse or didn’t come from reliable sources. Perhaps you didn’t have global data at all. Maybe you weren’t able to correctly identify your global audiences across the litany…
DanJune 17, 2019
