Digital Ad Strategies and Tips Archive in Detail

Tips for a Successful Automotive Marketing Strategy

Choozle — Tue, 15 Oct 2024 10:07:25 +0000

Over the past few years, the car-buying cycle has significantly evolved with new trends and technologies, driving consumers to accelerate the shopping process from home. For many, the car-buying experience has shifted to an almost exclusively digital space. Now is the time for car manufacturers and dealerships to fully embrace this digital transformation, evolving online sales processes and advertising strategies to provide customers with a seamless, personalized digital journey.

Consumers are increasingly comfortable doing business online, with many relying on digital channels to research options and gather information before making a purchase. Thanks to online showrooms and car delivery services, some customers have even skipped the physical dealership altogether. To stay competitive, it’s crucial for automotive brands to leverage a data-driven digital strategy that aligns with modern buyer behaviors.

Learn how Choozle’s digital advertising tools can optimize your automotive campaigns.

How to Develop a Full-Funnel Automotive Digital Marketing Strategy

Shoppers are starting online: Research shows that the automotive customer journey lasts, on average, anywhere from five to twelve weeks, with online and offline touchpoints leading up to the final decision. Within the first week, 95% of shoppers turn to digital resources as their primary source of information. This is why investing in digital marketing strategies that target high-intent audiences is critical—building awareness early in the journey ensures your brand stays top-of-mind when purchase decisions are made.

Brand familiarity is key, as most buyers begin their journey without knowing which car they want. By deploying tactics like Connected TV (CTV), video, and audio advertising, you can reach broad yet targeted audiences on their most influential devices, driving meaningful engagement for the next stage of the buyer’s journey.

Pro Tip: Combining programmatic display ads and keyword targeting can help brands get in front of potential buyers early. Explore Choozle’s keyword-targeting features here.

Meeting Customers on All Devices: The Importance of Omnichannel

Cross-device targeting is a must. When customers are exposed to brand awareness messaging, they will continue to narrow down their shortlist, and serious buyers will dive deeper into researching your website, related sites, and competitors. During the consideration phase, automotive marketers can leverage third-party data segments and search retargeting to keep your brand visible on relevant websites.

Search retargeting is particularly powerful, allowing you to reach audiences based on their search activity, browsing behavior, and intent signals. By curating targetable audiences based on users’ online searches, you can reach potential customers exactly when they are researching and increase the likelihood of conversions. You can even optimize campaigns by targeting users at specific points in their journey—whether they are in the early stages or closer to making a purchase decision.

60% of all automotive searches now come from mobile devices. Optimizing your mobile presence with click-to-call ads and mobile-friendly landing pages ensures you capture potential buyers on the go.

Retargeting Tactics to Boost Car Dealership Sales

At this point in the journey, customers are close to making a decision and are ready to visit dealerships to test drive or finalize their purchase. To ensure you reach these bottom-of-funnel prospects, use retargeting ads to maintain engagement and push them toward a purchase.

Retargeting is often the final step of a digital campaign, reminding users who have already interacted with your brand—whether through display ads, inquiries, or test drive bookings—that they’re close to making a decision. These ads are crucial for recapturing interest and guiding potential buyers to your showroom.

Ready to elevate your retargeting strategy? See how Choozle’s platform can help.

Leveraging First-Party Data to Maximize Sales and Fixed Operations Revenue

One of the most valuable yet often underutilized resources in a dealership’s marketing toolkit is their CRM and first-party data. By tapping into this rich data source, dealerships can craft personalized marketing strategies that drive not only vehicle sales but also maximize revenue from fixed operations, particularly service and parts, which are often the most profitable revenue streams for dealerships.

Marketing to Past Lease Customers Using First-Party Data: A dealership’s CRM holds vital information about past lease customers who are nearing the end of their lease. By leveraging first-party data, you can create personalized campaigns that target these individuals with offers such as lease renewal incentives or new vehicle promotions. These highly targeted campaigns ensure you’re reaching customers who are already familiar with your brand, making it easier to build long-term relationships and boost repeat sales.
Excluding Recent Buyers with First-Party Data: On the flip side, using first-party data allows you to exclude customers who have recently made a purchase—specifically those who have bought within the last 3 to 6 months. These customers are less likely to be in the market for a new vehicle, and targeting them could result in wasted ad spend. By excluding these recent buyers, you can focus your budget on customers who are actively considering a purchase, improving campaign efficiency and maximizing return on investment (ROI).
Maximizing Fixed Operations Revenue with First-Party Data: In addition to driving sales, first-party data can be a game-changer for fixed operations marketing, which focuses on service and parts. Service and parts departments are key profit centers for dealerships, often generating higher margins than vehicle sales. With first-party data, you can reach your existing customer base with personalized offers and service reminders, driving them back to your dealership for post-sale services.

- Service Reminders: Use your CRM to send timely service reminders based on vehicle mileage or time since the last service. Targeted email or SMS campaigns can encourage customers to schedule maintenance or repairs.

- Seasonal Promotions: Leverage seasonal service promotions to offer incentives such as winter tire checks or summer AC tune-ups. These offers can be tailored to your customers’ specific vehicle needs based on your CRM data.

- Parts Promotions: Use first-party data to target customers needing specific parts based on their vehicle model or previous service history. Special discounts on parts or service bundles can increase conversions in this often-overlooked revenue area.

Pro Tip: By integrating your CRM with programmatic advertising platforms like Choozle, you can automate audience segmentation based on purchase and service history, ensuring you’re always targeting the right customers with relevant, data-driven offers—whether it’s for a new car or an oil change.

Track Offline Attribution for a Full-Funnel View

Don’t lose sight of the offline impact of your digital campaigns. Setting up offline attribution allows you to bridge the gap between online engagement and in-store purchases. By integrating geolocation data and analyzing the customer’s digital touchpoints, you gain a full view of how your campaign influenced a sale. This insight is invaluable for both sales and marketing teams as it highlights what worked and where adjustments can be made for even better performance.

Key Takeaways for a Winning Automotive Marketing Strategy

To remain competitive in today’s automotive market, your digital advertising strategies must align with modern buyer behaviors:

Embrace full-funnel marketing: From awareness to purchase, every step of the journey must be covered.
Use omnichannel and cross-device strategies to engage consumers across mobile, desktop, and other platforms.
Leverage search retargeting and third-party data to meet customers where they are in their journey.
Prioritize mobile-first strategies, as mobile searches dominate the automotive space.
Track offline attribution to measure the real impact of your digital efforts on dealership visits and sales.

Automotive marketing strategies are changing, but by keeping your digital advertising up to date, capturing and utilizing the most relevant data, and honing in on actionable leads, your marketing and sales teams can capitalize on the huge amount of car shoppers researching online right now.

Ready to boost your car dealership’s digital sales? Leverage advanced automotive digital marketing strategies with Choozle. Contact us today!

The post Tips for a Successful Automotive Marketing Strategy appeared first on choozle.

Mastering Audience Intelligence: Why Prescriptive Modeling is the Future of Campaigns

ANNIE WISSNER — Tue, 17 Sep 2024 21:37:30 +0000

In the evolving world of digital marketing, success hinges on one critical factor: knowing your audience. You might have endless amounts of data at your fingertips, but without the ability to make sense of it and act on it, that data is just noise. Enter prescriptive modeling—a revolutionary approach to audience intelligence that turns raw information into actionable insights.

Prescriptive modeling is no longer just a future trend but reshaping how agencies and brands approach their campaigns. From optimizing audience targeting to delivering personalized messaging, this advanced technique leverages machine learning and AI to guide marketing strategies in real-time. Whether you’re navigating the complexities of a political campaign, launching a new product, or working to increase your brand’s market share, prescriptive modeling can be your game-changer.

So, why should you care about prescriptive modeling? Let’s break it down.

The Limitations of Traditional Audience Targeting

For years, marketers have relied on predictive analytics to forecast consumer behavior. While helpful, predictive analytics primarily gives a snapshot of what might happen based on past actions. It tells you, for example, that a particular audience segment may be likely to purchase a product or engage with a brand. But this approach has limitations—it doesn’t tell you how to motivate or influence these behaviors.

With prescriptive modeling, you’re not just left with probabilities. This advanced technique predicts outcomes and provides specific recommendations on the best actions to take. It analyzes patterns, behaviors, and preferences to give you a roadmap for achieving optimal results. Want to know which messages will resonate with your audience, how to optimize your budget, or which channels to prioritize? Prescriptive modeling delivers.

Turning Data into Action

The power of prescriptive modeling lies in its ability to turn vast amounts of raw data into clear, actionable strategies. It’s not enough to know your audience—you need to know how to speak to them in a way that compels action. This is where prescriptive modeling excels. Using AI-driven algorithms to assess demographic, lifestyle, and behavioral data, you can pinpoint which segments will most likely respond to your messaging.

Imagine you’re running an eCommerce campaign. Prescriptive modeling would analyze your customer data and predict which customers are most likely to make a purchase. It would also recommend which products to promote, messaging that will resonate with different audience segments, and the optimal timing for your ads. It’s about turning data into a full-blown strategy.

The Power of Multi-Dimensional Personas

Traditional marketing personas focus on simple demographics: age, location, gender, and income level. While these factors are helpful, they don’t paint the full picture of your audience. Prescriptive modeling introduces a more nuanced view—multi-dimensional personas that consider not only who your audience is but also why they make decisions and how they’re likely to engage with your brand.

Let’s take two individuals: 35-year-old males living in urban areas with similar income levels. On paper, they look identical. However, prescriptive modeling can identify that one is highly motivated by price and discounts while the other values brand loyalty and quality over cost. These insights allow you to tailor your messaging and offers to match their unique preferences, increasing the likelihood of conversion.

Maximizing ROI Through Smarter Targeting

One of the biggest benefits of prescriptive modeling is its ability to help you allocate your resources more effectively. In traditional marketing, you might spend significant portions of your budget targeting broad audience segments, hoping to capture as many leads as possible. But this often results in wasted spend on consumers who are unlikely to convert.

Prescriptive modeling ensures that your marketing dollars are focused on high-value audience segments—those who are not only likely to engage but also require a specific nudge to take action. This type of precision targeting means your budget works harder for you, maximizing ROI and minimizing wasted spend.

Real-Time Optimization for Better Results

Marketing strategies aren’t static, and neither is prescriptive modeling. One of the most powerful aspects of this approach is its ability to adapt in real-time. As your campaign progresses and more data is collected, the machine learning algorithms continually refine their recommendations. This means you’re always working with the latest and most accurate insights, allowing you to optimize your efforts as you go.

If a message doesn’t resonate with an audience segment, prescriptive modeling can recommend adjustments based on real-time data. If certain platforms or channels are underperforming, it can suggest reallocating your budget to more effective areas. This kind of dynamic flexibility ensures that your campaigns stay agile and effective.

Key Benefits of Prescriptive Modeling

Here are some of the standout benefits of prescriptive modeling that make it a must-have tool for modern marketers:

Precision Targeting: Reach the audience segments most likely to engage, saving on wasted spend.
Personalized Messaging: Tailor your message to fit the motivations and preferences of different audience groups.
Smarter Budget Allocation: Focus your marketing spend on high-value consumers for maximum ROI.
Real-Time Optimization: Continually adjust and improve your campaigns based on up-to-the-minute data insights.

Increased Conversions: By targeting the right people with the right message, you boost the likelihood of turning prospects into customers.

How Prescriptive Modeling is Already Making a Difference

Marketers across industries already see the impact of prescriptive modeling on their campaigns. One brand, for example, used prescriptive modeling to optimize a cross-channel marketing campaign aimed at increasing customer loyalty. By identifying the specific actions that would resonate with different customer segments, they increased their conversion rate by 25% and reduced their ad spend by 15%.

In the political arena, prescriptive modeling has been used to focus resources on voters who are more likely to be persuaded on key issues, leading to more efficient use of campaign budgets and more targeted messaging. The result? A higher rate of voter engagement and a better return on investment for campaign dollars.

The Future of Marketing: Actionable Insights at Your Fingertips

Prescriptive modeling is more than just a trend—it’s the future of data-driven marketing. As the digital landscape becomes more complex and consumer behaviors continue to evolve, marketers need tools that help them stay ahead of the curve. Prescriptive modeling offers the actionable insights you need to not just survive but thrive in this competitive environment.

By embracing this advanced technology, you’re optimizing your current campaigns and setting the foundation for long-term marketing success. In a world where every dollar counts, prescriptive modeling is the key to ensuring that your marketing efforts deliver the highest possible returns.

Ready to Unlock the Power of Prescriptive Modeling?

The future of audience intelligence is here, and it’s time to take your campaigns to the next level. On October 2, 2024, Choozle’s CEO Adam Woods and Causeway Solutions’ Bill Skelly hosted a webinar to explain how prescriptive modeling can transform your campaigns. Watch now to learn the secrets to smarter, more effective marketing.

The post Mastering Audience Intelligence: Why Prescriptive Modeling is the Future of Campaigns appeared first on choozle.

How Choozle’s Outcomes+ Drives Smarter Media Buying for Agencies and Brands

ANNIE WISSNER — Fri, 13 Sep 2024 15:34:37 +0000

In today’s competitive and fragmented media landscape, achieving a high return on advertising spend (ROAS) can feel like navigating a maze. With privacy regulations reshaping digital advertising and the complexity of omnichannel strategies, traditional approaches to media buying no longer cut it. Enter Choozle’s Outcomes+—a data-driven, AI-powered solution that simplifies and enhances digital advertising strategies for brands and agencies alike.

What is Outcomes+?

Outcomes+ is Choozle’s revolutionary omnichannel advertising solution, designed to empower brands and agencies with data-driven insights and predictive modeling. Whether you’re navigating the complexities of Connected TV (CTV), display, paid search, or social media, Outcomes+ offers a unified platform that provides total visibility across all channels. The solution is built to deliver transparency, automation, and optimization in real-time, allowing advertisers to make smarter media-buying decisions that drive better outcomes.

The Challenges of Modern Advertising

Digital advertisers face unique challenges today, ranging from changing privacy regulations to limitations in traditional attribution models. Here are some key hurdles Outcomes+ addresses:

Fragmented media channels: Consumers interact with ads across multiple platforms, including connected TV, mobile, social media, and more. Traditional attribution models fail to capture the entire customer journey.
Privacy and data limitations: Privacy regulations have made tracking harder, often leading to incomplete or unreliable data.
Limited insights from traditional tools: Traditional media mix modeling and multi-touch attribution methods lack real-time capabilities, making them ineffective in today’s fast-moving landscape.

Outcomes+ solves these issues by leveraging AI and machine learning to unify cross-channel data and deliver accurate, actionable insights that fuel more effective campaigns.

Digital Advertising Made Easy® with Choozle's Outcomes+

Choozle’s Outcomes+ is rooted in the principle of Digital Advertising Made Easy®, focusing on three core benefits:

Unbiased Media Buying: Outcomes+ removes the biases often inherent in media buying by focusing on performance metrics across all channels. Advertisers can rest assured that every dollar is spent in the most effective way possible, maximizing consumer engagement and brand growth.
Democratizing Advertising Technology: Once reserved for Fortune 1000 companies, advanced marketing tools like AI-driven predictive analytics are now accessible to businesses of all sizes. Choozle empowers smaller brands to compete with the big players, leveling the playing field.

Transparency and Trust: By unifying data across channels and automating reporting, Outcomes+ provides a single source of truth. This transparency allows advertisers to optimize their strategies with confidence, knowing that decisions are based on solid data rather than guesswork.

Say Goodbye to Old Attribution Models

Traditional methods of attribution, such as last-touch models, fail to account for the complexities of today’s omnichannel consumer journey. With Outcomes+, marketers can:

Understand the Full Customer Journey: No longer do brands need to rely on anecdotal evidence or incomplete data from isolated channels. Outcomes+ uses multi-touch attribution (MTA) to measure the impact of every interaction—whether it’s a TV ad, social media post, or paid search campaign.
Optimize in Real-Time: Rather than waiting weeks for a report, Outcomes+ delivers real-time insights. The platform allows marketers to see which channels are driving the best results and adjust budgets accordingly, avoiding over- or under-investment in specific tactics.

Incorporate Offline and Online Data: From linear TV ads to programmatic display, Outcomes+ integrates both offline and online data into its modeling, giving advertisers a holistic view of campaign performance.

Driving Better ROI with AI-Powered Insights

One of the standout features of Outcomes+ is its ability to use AI and machine learning to predict and optimize ROI. The platform allows brands to test different budget allocations across channels and scenarios, instantly seeing the impact of changes in real-time. With this capability, advertisers can:

Automate Reporting and Insights: Outcomes+ pulls together data from various sources—whether it’s paid search, social media, or even traditional media like TV and radio—and unifies it into a single dashboard for easy analysis. Say goodbye to the days of piecemeal reporting and endless spreadsheets.
Maximize ROI: By analyzing historical data, Outcomes+ can identify trends and performance patterns, giving brands the insights needed to adjust their strategies for maximum return. This means advertisers can reallocate budgets dynamically based on what’s working—whether that’s more spending on display ads or cutting back on expensive search terms.

Real-Time Scenario Planning: Want to know what happens if you shift part of your budget from social to display? Outcomes+ allows you to test scenarios instantly, providing predictive insights that help you make informed decisions. One client, for example, was able to reduce their cost-per-lead by 60% by reallocating search budgets into display and social campaigns.

A Complete Solution for Agencies and Brands

Choozle’s Outcomes+ Solutions Suite provides a complete end-to-end solution for measuring, planning, and predicting marketing impact. The suite includes:

Real-Time Advertising Success

What sets Outcomes+ apart is its real-time forecasting and optimization capabilities. While traditional media mix modeling might take weeks or months to deliver insights, Outcomes+ uses machine learning to make predictions and recommendations based on daily trends. This allows brands to continually optimize their strategies and stay agile in a rapidly changing advertising environment.

Ready to See the Difference?

With Outcomes+, Choozle delivers on its promise of Digital Advertising Made Easy® by offering an all-in-one solution that simplifies the complexities of omnichannel advertising. Whether you’re an agency looking to optimize client outcomes or a brand aiming to drive better results across multiple channels, Outcomes+ provides the tools you need to succeed.

Is Outcomes+ Right for You?

Are you running multiple channels and need better insights into what’s working?
Do you want to take the guesswork out of your marketing budget allocations?
Are you looking for a real-time solution that continuously optimizes your media strategy?

If you answered yes, book a demo today and see how Outcomes+ can transform your advertising strategy.

The post How Choozle’s Outcomes+ Drives Smarter Media Buying for Agencies and Brands appeared first on choozle.

Optimizing Holiday Marketing Campaigns with Connected TV

Choozle — Tue, 03 Sep 2024 11:15:28 +0000

The holiday shopping season is here, and and retailers across the board have adapted their marketing strategies to accommodate shoppers’ new priorities throughout the season. With competition higher than ever before, marketers need to leverage every opportunity to reach consumers and build meaningful relationships during the holiday season. Connected TV (CTV) is the perfect channel for your media mix if you want to launch eye-catching and meaningful creatives on the biggest screen in the house while utilizing trackable data to optimize marketing efforts later down the marketing funnel.

Jump to:

Connected TV advertising’s landscape

Measuring and optimizing Connected TV

Optimizing your holiday strategy with CTV

Connected TV advertising’s landscape

Streaming TV content continues to be the zeitgeist for most people with more options than ever before. Connected TV video streaming time has almost doubled since last year. And with 88% of US households owning CTV devices, it’s become more evident than ever that you need to integrate CTV ads into your marketing strategy to reach highly engaged audiences on the big screen in the household.

CTV advertising is purchased through the private marketplace (PMP) deals. The private marketplace inventory is one auction level above the open exchange allowing marketers the chance to access specific placements in an auction with fewer bidders, making win rates higher.

The private marketplace deals give you access to a collection of high-caliber and trustworthy publishers you’ll want to work with. It also allows you to bid on inventory within specific site sections, sub-sections, or creative formats that may not be available to target in the open auction environment.

Connected TV offers the same benefits as traditional TV advertising when creating an awareness-based campaign, but with the ability to reach highly engaged and targeted audiences. Connected TV enables enhanced targeting options and inventory selections to create an efficient channel for reaching your target market. With Choozle, you can search the connected TV deals to find inventory that will reach your desired audience.

CTV advertising can be a cornerstone of your media strategy during the holidays. It provides immediate value towards building brand recognition while providing valuable optimization opportunities with highly targeted audience segments, options for cross-device tracking, and retargeting capabilities you can leverage with other marketing tactics.

Measuring and optimizing Connected TV

Measurement has been a long-standing barrier for traditional TV ad buys, but with greater adoption of CTV, measurement and tracking options have become available with depth that was not possible with linear TV advertising.

Connected TV and linear TV ads are nearly identical in how they look: they are non-skippable ads on a big screen alongside broadcast-quality content. But how the viewer engages with the content is very different. Marketers can see how many connected TV impressions were delivered to their target audience, how often an ad was delivered, and view video completion rates for individual assets, which is not possible on linear TV.

Optimizing your holiday strategy with CTV

Understand the role CTV ads play in your marketing mix and maximize the value they provide by monitoring lift for both in-store visits and online conversions (including website purchases, completing a form-fill, adding a product to a shopping cart, and more) in households that have been targeted by your CTV ads, as compared to households that have not seen the ads. By creating an attribution model that can be utilized on any campaign, all within a day of the campaign’s launch, creates a huge opportunity to continue making optimizations that can maximize performance overall.

Connected TV also allows you to strategically display your ads to users who have already shown an interest in your brand, or a similar brand, to continue driving awareness and ultimately encourage conversions. CTV retargeting is smarter than other retargeting practices, as it allows you to display retargeted ads when and where your target audience is streaming content on a CTV device. Traditional TV ads are still served to massive audiences who may or may not be interested in what your ad has to say. CTV retargeting tracks the users who are more likely to engage with your message and allows you to continue communication throughout the marketing funnel.

By strengthening your campaign with targeting, marketers can reach ideal audiences, save money, achieve a higher ROI, and build brand recognition with compelling messaging.

A marketing strategy that leaves out CTV won’t make an impact and drive users down the marketing funnel as effectively as one with highly targeted ads on the big screen. CTV continues to be a standard in the marketing landscape, especially during one of the most competitive advertising seasons of the year. If you’re ready to start planning your connected TV strategy, contact a Choozle Account Manager today.

The post Optimizing Holiday Marketing Campaigns with Connected TV appeared first on choozle.

Sleigh Your Sales: The Ultimate 2024 Holiday Advertising Strategy

Choozle — Thu, 22 Aug 2024 16:46:16 +0000

As the holiday season approaches, it’s not just about decking the halls—it’s about crafting the perfect advertising strategy to capture consumer attention and drive sales. The 2024 holiday season presents a golden opportunity for brands to shine, but with fiercer competition, it’s essential to have a well-planned and executed advertising strategy. This guide will help you unwrap the secrets to a successful holiday advertising campaign, ensuring you’re not just a part of the holiday buzz, but leading it.

Start Early: The Early Bird Gets the Sale

In the world of holiday advertising, timing is everything. While it might feel like summer just ended, savvy marketers know that holiday campaigns must start early—much earlier than you might think. More than half of consumers begin their holiday shopping in October or earlier, and nearly a quarter start as early as August. This trend highlights the importance of getting your holiday campaigns up and running well before the first frost.

Key Strategy: Launch your holiday advertising campaigns by late summer or early fall. Early engagement captures eager shoppers and establishes your brand’s presence in the competitive holiday landscape.

Holiday Advertising Checklist: Your Blueprint for Success

As you prepare for the holiday rush, a strategic plan is essential. Here’s a checklist to guide your holiday advertising efforts:

Understand Consumer Sentiment: Tailor your advertising to match the mood of your audience. Are they seeking luxury, or are they budget-conscious? Craft your messages to resonate with their current mindset.
Omnichannel Approach: Implement an integrated advertising strategy across online and offline channels, including programmatic, search, social media, and in-store promotions.
Consistent Messaging: Ensure your holiday message is consistent across all platforms, reinforcing your brand identity and offers.
Personalization: Use diverse audience segmentation to deliver personalized ads that speak directly to different consumer groups.
Retargeting: Focus on high-value targets like cart abandoners and previous holiday shoppers. Retargeting these groups can significantly boost conversion rates.
Performance Measurement: Equip yourself with tools that allow you to measure the effectiveness of your ads in real-time. Adjust your strategy based on what’s working and what’s not.

This checklist isn’t just a one-time guide—it’s a dynamic plan that should evolve as the holiday season unfolds.

Retail Media Networks: The Star of Your Holiday Strategy

Retail media networks are becoming the cornerstone of effective holiday advertising. Partners like Target (Roundel) or Walmart Connect offer unparalleled access to first-party data, allowing for precise targeting of holiday shoppers.

Why Retail Media Should Be Your Focus:

Unmatched Data Accuracy: Retail media networks utilize deterministic data, sourced from loyalty programs and purchase histories, ensuring your ads reach the most relevant audience.
Long-Term Value: The wealth of historical customer data available through retail media networks provides insights into life stages and lifestyle segments, allowing for more accurate targeting.
Scalability: Retail media enables you to scale your holiday campaigns efficiently, reaching a vast audience while maintaining targeting precision.

Pro Tip: Leverage first-party data from retail partners to refine your targeting. This approach will help you reach high-intent shoppers more effectively and maximize your return on ad spend.

The Power of Connected TV: Where Holiday Dreams Are Made

Connected TV (CTV) is a rising star in the holiday advertising scene. With 43% of CTV users finding TV ads helpful for holiday shopping and 72% willing to scan a QR code from a TV ad, it’s clear that CTV is an essential component of any modern holiday campaign.

Why CTV Should Be on Your Nice List:

Deep Emotional Impact: TV remains one of the most effective platforms for storytelling, allowing brands to connect with audiences on an emotional level that drives purchase decisions.
Cross-Device Reinforcement: CTV viewers often use multiple devices simultaneously. Cross-device targeting can reinforce your holiday message across platforms, increasing the likelihood of conversion.
Interactive Elements: Incorporating interactive features like QR codes in your CTV ads can engage viewers directly, making it easy for them to transition from watching to shopping.

Incorporating CTV into your holiday advertising strategy can help you create memorable brand experiences that resonate with consumers long after the season ends.

Social Media: The Holiday Mall of the Digital Age

Social media platforms have transformed into digital shopping malls where consumers discover, research, and purchase holiday gifts. Platforms like Instagram, Facebook, and TikTok are not just social networks—they’re crucial advertising channels that can drive significant holiday sales.

Maximizing Social Media for Holiday Advertising:

Engagement and Discovery: Use visually compelling and holiday-themed content to capture attention and inspire gift ideas.
Influencer Marketing: Partner with influencers to showcase your products in an authentic, relatable way that resonates with their followers.
Shoppable Posts: Utilize features like Instagram Shopping and TikTok’s Spark Ads to enable direct purchases, shortening the customer journey from discovery to conversion.

Pro Tip: Focus on creating high-quality, engaging content that blends seamlessly into the social media experience. Holiday-themed campaigns that align with current trends can help your ads stand out in a crowded space.

E-Commerce Advertising: Sleighing the Holiday Season

E-commerce continues to be a powerhouse during the holiday season, with sales projected to rise by 9.5% in 2024. Despite concerns about consumer spending, e-commerce will play a critical role in driving holiday sales.

Key E-Commerce Advertising Strategies:

Mobile Optimization: Ensure your e-commerce site is mobile-friendly, as mobile shopping will account for a significant portion of holiday sales.
Speedy Shipping: Promote fast and free shipping options in your ads to meet consumer expectations and reduce cart abandonment.
Personalized Ad Experiences: Use data-driven insights to create personalized ad experiences that resonate with individual shoppers.

Capitalizing on these e-commerce trends can capture a larger share of the holiday market and turn seasonal shoppers into loyal customers.

Amazon DSP: Your North Pole for Holiday Advertising

Amazon’s Demand-Side Platform (DSP) offers holiday advertisers a sleigh full of opportunities. With access to exclusive inventory on platforms like Prime Video, FireTV, and Twitch, Amazon DSP allows you to maintain a strong, consistent presence throughout the holiday season.

Leveraging Amazon DSP for Holiday Success:

Precision Targeting: Amazon’s proprietary data lets you target shoppers based on real-time behaviors, interests, and lifestyle segments.
Exclusive Inventory: Gain access to premium ad placements on Amazon-owned properties, ensuring your brand is visible to millions of engaged holiday shoppers.
Cross-Channel Consistency: Use Amazon DSP to integrate your advertising efforts across devices, creating a seamless experience for consumers as they move through the holiday shopping journey.

Incorporating Amazon DSP into your holiday advertising strategy will help you reach the right audience at the right time, driving conversions when it matters most.

Conclusion: Wrap Up Your Holiday Advertising with a Bow

The 2024 holiday season offers boundless opportunities for brands that are prepared to innovate and adapt. By starting your campaigns early, leveraging retail media networks, embracing CTV, and making the most of social media and e-commerce, you can create a holiday advertising strategy that stands out in a crowded marketplace.

Remember, the key to holiday advertising success lies in an omnichannel approach that keeps the consumer journey at the forefront. As the season progresses, stay agile, measure your results, and refine your strategy to ensure you’re not just participating in the holiday season—you’re leading it.

Here’s to a season of successful holiday advertising and record-breaking sales!

About the Author

Kelsey Greissing, Director of Client Strategy at Choozle, brings extensive media expertise to the team. Her career began in political media before she transitioned into the diverse realm of digital, encompassing major media outlets, the publisher side, the agency side, and now, the DSP world. Kelsey is passionate about exploring innovative opportunities and out-of-the-box ideas, aiming to craft strategic, tailored marketing experiences for every client. She thrives on collaborating with clients and cross-functional teams to bring campaign visions to life. When not building proposals or exploring the latest industry trends, Kelsey enjoys discovering new restaurants with her husband, Brendan, and their pup, Kobi, and adding to her Goodreads 'Want to Read' list.

The post Sleigh Your Sales: The Ultimate 2024 Holiday Advertising Strategy appeared first on choozle.

Omnichannel Marketing Strategy Guide

ANNIE WISSNER — Thu, 01 Aug 2024 17:58:04 +0000

Capturing attention and engaging consumers across various touchpoints is crucial for success in today’s dynamic marketing landscape. Our comprehensive omnichannel marketing guide is designed to help you harness the power of omnichannel digital advertising to drive impactful results and elevate your brand’s presence. According to Google, omnichannel shoppers—those who can buy through multiple channels—have a 30% higher lifetime value than others. Discover how our strategies can transform your marketing approach and boost audience engagement.

Omnichannel marketing goes beyond conventional multichannel strategies, aiming to create a unified experience for consumers. It’s not just about leveraging multiple channels; it’s about crafting a cohesive journey that guides consumers seamlessly from the awareness stage to conversion.

Omnichannel marketing guarantees that brands consistently engage with their customers, whether through email, social media, apps, websites, or physical stores. The guide delves into tracking relevant KPIs, omnichannel planning, and strategies to define audiences, all of which aim to increase operational efficiency, enhance customer retention, and maximize customer lifetime value.

Tracking Relevant KPIs

As customer expectations and behaviors change, brands must adapt their omnichannel marketing plans and key performance indicators (KPIs) to stay relevant. According to Salesforce’s State of Marketing report, 78% of marketing organizations have shifted their metrics due to the impact of the COVID-19 pandemic.

However, measuring omnichannel marketing performance effectively isn’t easy. Less than 20% of marketing executives understand how their brand-building campaigns perform, and the numbers are crucial to your marketing strategy. The link between upper-funnel campaigns and bottom-line results can be confusing for many. Developing a set of performance metrics and relevant KPIs is the key to proving your omnichannel strategy is successful.

In our comprehensive guide, you’ll learn customer-centric metrics, channel data and engagement metrics, full-funnel KPIs, and activating results.

Winning Creative Strategies

The digital world is full of nonstop scrollers, so capturing your audience’s attention is challenging. Users spend an average of 1.7 seconds on mobile content, making the competition for engagement a tough task. This is further complicated by “distracted viewing,” where consumers juggle multiple screens simultaneously, making it harder to hold users’ attention.

Note:

The guide will discuss the critical role of creative assets in your advertising strategy and teach you that creativity should not be an afterthought but a fundamental pillar of effective advertising. You’ll learn about full funnel creative, ad formats, ad sizes, and the power of testing.

Omnichannel Planning

Omnichannel Planning is a meticulous approach to marketing strategy. In the guide, you’ll learn the intricacies of crafting a harmonious media mix, optimizing resources, and establishing precise campaign timelines. Explore channels like programmatic display and Connected TV, each playing a distinct role in enhancing your brand’s reach. You’ll also discover the art of resource allocation, where budgets and team expertise are balanced methodically. The guide emphasizes the importance of aligning budgets with unique marketing goals, a critical aspect of effective omnichannel planning.

Plus, we’ll illuminate the significance of setting campaign timelines, demonstrating how patience can be a virtue in today’s fast-paced marketing environment and highlighting a three-month timeline that allows for refinement and optimization, ensuring long-term success.

Strategies to Define Audiences

In the era of digital marketing, precision is important. Today’s consumers are discerning and demand content that resonates with their interests. Although we may be used to defining target audiences by demographics, this has changed, so we have to understand their motivations, inspirations, and pain points.

This guide will explore practical strategies for audience targeting within an omnichannel approach, enabling you to connect with your ideal customers in a hyper-personalized way. Now, you can discover data-driven targeting tactics such as first-party and third-party data, contextual site/category and keyword targeting, location-based targeting, and retargeting.

Learn More:

Download the guide today to learn how to apply these tactics across various digital channels, tailoring your approach to your audience’s preferences.

Introduction to Omnichannel Marketing

As today’s business world becomes increasingly fast-paced and hyper-competitive, the term “omnichannel marketing” has become a rallying cry for success:

Companies with robust omnichannel strategies retain an astonishing 89% of their customers, while weak strategies secure just 33%.
Omnichannel efforts drive 80% of in-store visits, with 74% of customers researching online before visiting physical stores.
Strong omnichannel engagement leads to a 10% increase in average order value and a 25% boost in close rates.
Omnichannel shoppers exhibit a remarkable 30% higher lifetime value than those confined to a single channel.

But the burning question is, what exactly is omnichannel marketing, and how can you implement an effective strategy? This guide aims to provide the answers, offering insights into the essentials of omnichannel marketing, including planning, targeting, advertising, and reporting.

Note:
Our goal is to equip digital marketers with the knowledge they need to drive customer engagement and achieve impressive returns on their campaigns. If you’re ready to learn more about omnichannel strategies, tracking relevant KPIs, omnichannel planning, and strategy to define audiences, you’ve come to the right place. Master your omnichannel strategy with our comprehensive guide. Download now!

Final Thoughts

Embracing omnichannel marketing isn’t just a strategy; it’s a strategic imperative. The interconnected, seamless approach offered by omnichannel strategies positions advertisers to navigate the complexities of the modern customer journey successfully. By understanding each channel’s nuances, strategically allocating resources, crafting compelling creative, and tracking relevant KPIs, advertisers can unlock the full potential of omnichannel marketing. In a digital landscape where adaptability is key, this approach ensures advertisers are well-prepared for success in the evolving marketing ecosystem.

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Guide to Political Digital Advertising

Choozle — Thu, 18 Jul 2024 08:52:52 +0000

With voters spending more time on their screens, advertisers are taking to digital marketing for political campaigns to run more online ads than ever. So, whether your goal is to increase campaign donations or drive awareness, follow along with our guide, inspired by trends we’ve seen from our own political digital advertising clients, to improve your marketing strategy and reach more voters.

Top Targeting Strategies for Political Digital Advertising Campaigns

Geofencing & Geoframing

To target people based on where they are or the places they visit, leverage location-based targeting strategies geofencing and geoframing.

With geofencing, you can draw a virtual “fence” around a physical location and serve ads to anyone inside the geofence while they’re on their smartphone. Geoframing collects mobile device IDs from users who have entered a predefined area at a specific time and allows you to target those users later on after they’ve left.

Putting Strategy Into Action

National elections present a wealth of opportunity to leverage geofencing and geoframing. Since these kinds of elections are largely bipartisan, you can target a demographic of voters in a given area that are more likely to vote for one party over another.

Why the hype around hyperlocal targeting?

Contextual Keyword Targeting

You always want ads to appear in the context of a user’s interest, and contextual keyword targeting enables you to do just that. Keyword-targeted ads are relevant to the website or page they’re running on.

Keep in mind there’s both contextual category targeting and contextual keyword targeting. While they’re similar concepts, category targeting looks at how the publisher categorizes the website while keyword targeting looks at the keywords on the site.

Putting Strategy Into Action

If you’re running a political digital advertising campaign for a ballot initiative, you could put together a keyword list to make sure your ads show next to compatible content. Say, for example, the initiative is for an environmental policy. You could include keywords like “sustainability” or “environmental protection.”

Data Targeting

If first-party data is in short supply, you can employ third-party data, aka data targeting, from outside sources to provide the means for reaching your target audience. More on choosing data brands and segments later.

Jump to Choosing data brands & segments.

CRM Targeting

First-party data is your most powerful asset. A quick win for any marketer is to employ CRM targeting in a campaign strategy. With Choozle, use your CRM data to target people who are already in your voter base and engaged with your campaign.

Putting Strategy Into Action

If you have a database of people who have previously donated to your campaign, you could upload that CRM data to target the same people with ads and drive more donations.

Connected TV Advertising

Connected TV (CTV) is any television that’s connected to the internet. Connected TV advertising is the placement of ads on connected TV devices like Roku and SlingTV and brings the benefits of traditional TV advertising to programmatic. By employing connected TV advertising in your campaign strategy, you can reach highly engaged audiences like millennials and cord-cutters.

Putting Strategy Into Action

There are a few ways to use connected TV advertising for a political campaign. One, you could use the extra layer of granularity to target people with connected TV ads across all of their devices. Two, you could use connected TV advertising as a way of testing the effectiveness of your ads before running them on more costly, traditional TV spots.

Note: Geofencing, geoframing, and connected TV advertising are Supported Solutions available to our partners or advertisers and can be implemented with the help of our Client Experience team.

Choosing Data Brands & Segments

While third-party data can bolster your campaign’s reach, sifting through the abundance of data brands and segments available in our catalog can quickly become overwhelming. Lucky for you, we have data brands we can recommend for political advertising campaigns.

ALC offers a range of data segments to choose from, including segments to target voters based on their voting history and profile.
Acxiom lets you target people based on their political affiliation.
Epsilon allows you to target people who are either likely or unlikely to vote as well as target people based on their political affiliation.
Factual’s location-based segments let you target by congressional districts.

We also work with custom data providers to create unique audience segments that meet specific targeting needs. Are you looking for a custom data solution? Reach out.

Optimizing Political Digital Advertising Campaigns

A/B Testing

If you’ve created multiple ad groups to test your messaging and creative assets between audiences, look at the performance of each one, and shuffle the budget to the top-performing ad group. We also recommend checking out our infographic on what makes an effective ad.

But, if you’ve created only one ad group, look at your campaign report and see how the ad group’s audience segments are performing. If an audience segment is performing less than expected, change out the underperforming audience segment with a fresh one to improve results.

Preferred Lists & Block Lists

After identifying the sites that are driving traffic back to your website and the ones that aren’t, you can create preferred lists or block lists. A preferred list is an index of the sites where you want to serve ads, while block lists bar certain websites from serving your ads.

More on preferred lists and block lists here.

Brand Safety & Viewability

No one wants to pay for ads that can’t be seen or to have ads placed next to inappropriate content. Brand safety and viewability are two strategies that help mitigate these risks.

Brand safety refers to a set of tools and strategies that ensure your ads don’t appear in an inappropriate context or next to inappropriate content. Similar to how preferred lists and block lists let you filter sites, our brand safety solutions allow you to filter out specific categories of sensitive content.

Viewability is an online advertising metric that aims to track only impressions that can be seen by users and can help optimize a campaign in-flight.

Dynamic Passback Tracking

For donation-based campaigns, we recommend going a step beyond clicks and impressions and using dynamic passback tracking.

A dynamic passback tag allows you to track the different aspects of a conversion event—revenue, currency, order ID—and include them in your reporting. When the time comes around to prove ROI to your boss, dynamic passback tracking can not only help you translate the data from marketing speak to show the true revenue generated from your campaign, but it can also pinpoint which targeting tactic is performing the best.

Note: Viewability and dynamic passback tracking are Supported Solutions available to our partners or advertisers and can be implemented with the help of our Client Experience team.

Ready to galvanize your political digital advertising? Chat with us! We’re here to help.

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Back-to-School Advertising Best Practices with Third-party Data

Sarah Lilly — Thu, 13 Jun 2024 10:07:34 +0000

The 2024 back-to-school season is here, marking the second-highest shopping volume of the year, trailing only the holiday season, presenting a critical opportunity for retailers and brands to boost sales and gain insights into consumer behavior ahead of the holiday shopping period.

This season, however, brings unique challenges. While back-to-school sales are expected to exceed $81 billion, marking significant total sales, the growth rate is the slowest in five years. As the gap between back-to-school sales growth and total retail sales narrows, advertisers must employ innovative and data-driven strategies to stay competitive.

JUMP TO:
Navigating the Back-to-School Sales Landscape
Key Trends to Leverage for Back-to-School 2024
Strategic Approaches for Back-to-School Advertising
Channels to Maximize Your Reach

Navigating the Back-to-School Sales Landscape

Slower Growth Amid High Expectations
Back-to-school sales surged in 2023, reaching a staggering $78.68M in the US. However, 2024 marks a turning point. While the projected $81 billion in sales is impressive, the growth rate is slowing, reflecting a shift in consumer spending patterns and economic pressures. This slowdown demands a more strategic advertising approach, capturing consumer attention and driving conversions in a competitive market.

Shifts in Consumer Behavior
With economic uncertainties and evolving schooling formats, parents and students are becoming more selective and strategic in their back-to-school purchases. Although spending for K-12 students is robust, spending for college-bound students is expected to slow, influenced by shifting college enrollment trends and budget constraints. Additionally, the growth rates for physical retail are stabilizing, even as online and hybrid shopping experiences continue to thrive.

Key Trends to Leverage for Back-to-School 2024

Extended and Diverse Shopping Timelines
According to the National Retail Federation, parents are spreading their back-to-school shopping over a longer period, starting as early as June and extending into September. This extended timeline is partly due to ongoing supply chain issues and a desire to find the best deals. It provides multiple opportunities to engage with consumers and adjust marketing strategies to capture their attention throughout the summer.

Hybrid Shopping Experiences
Consumers continue to balance in-person shopping with online conveniences. Deloitte’s survey indicates that 41% of back-to-school budgets will be spent online, a slight increase from last year. Additionally, hybrid shopping options like buy online, pick up in-store (BOPIS), and curbside pickup remain popular. These preferences highlight the need for flexible advertising strategies catering to online and offline shoppers.

Regional and Schooling Variations
Different regions exhibit varying preferences for in-person, hybrid, or remote schooling, influencing local shopping behaviors. Areas with predominantly in-person schooling may see higher demand for traditional supplies, while regions focusing on remote learning might prioritize technology and home learning aids. Tailoring your advertising strategy to these regional nuances can enhance relevance and effectiveness.

Strategic Approaches for Back-to-School Advertising

Leveraging Third-Party Data for Precision Targeting
Third-party data remains invaluable for reaching specific audiences during the back-to-school season. Platforms like Choozle provide access to detailed data segments from partners such as MasterCard, Dstillery, Oracle, and Dataonics. These segments help identify and reach in-market audiences based on their purchasing behaviors and interests, ensuring that your campaigns target those most likely to convert.

Relevant third-party data segments include:

Parents of school-age children: Identified through recent purchases of school-related items and activities.
Tech-oriented families: Targeted based on searches and transactions involving educational technology and remote learning tools.
Early planners: Consumers who typically begin their back-to-school shopping early to take advantage of deals and availability.

Embracing Contextual Targeting
Contextual targeting provides an alternative to third-party data by placing ads based on the content of web pages. This strategy aligns your advertisements with relevant content, such as educational blogs or parenting articles, ensuring your message reaches engaged audiences naturally. For example, placing ads for school supplies on websites discussing back-to-school preparation can resonate well with readers seeking such information.

Tapping Into Optimistic Consumer Sentiments
Consumers are drawn to positive and uplifting stories. Back-to-school campaigns highlighting themes of new beginnings, preparedness, and community resilience can tap into the enthusiasm of families gearing up for the new school year. Emphasizing readiness and the excitement of starting fresh can create a strong emotional connection with your audience, fostering trust and engagement.

Channels to Maximize Your Reach

Adopting an Omnichannel Strategy
Over the years, a consistently strong recommendation for digital advertising campaigns is not relying on just one channel to reach your target audience. An omnichannel approach is essential in 2024. Consumers expect a seamless experience across various platforms, from social media and search engines to e-commerce sites and physical stores. Your campaign should maintain a consistent presence across these channels, engaging customers wherever they are.

With big-box stores being the most popular choice for back-to-school shopping, retail media ad opportunities on platforms like Walmart and Amazon are worthwhile placements.

An omnichannel strategy aims to keep customers continually engaged with your ads so that when they are ready to buy, your brand is at the top of their minds, in the right place, and at the right time. For most marketers, understanding the dynamics of the new cross-channel customer behavior is the easy part. The challenge lies in aligning your marketing programs and ad spend with the influential moments and channels your audience responds to. Real-time reporting and optimization can help direct your ad spend to continue to reach audiences with effective means that drive conversions.

Focusing on Influential Moments
Understanding the key moments that drive purchasing decisions is crucial. For back-to-school shopping, these moments often occur in the weeks leading up to the school year, during major sales events, and around local school start dates. You can maximize your impact and ROI by aligning your ad spend with these critical periods.

Final Thoughts: Navigating Challenges and Seizing Opportunities

The 2024 back-to-school season offers significant opportunities but also presents challenges with its slower growth rate and changing consumer behaviors. Despite these challenges, the overall market remains robust, with significant spending on K-12 supplies and evolving shopping preferences.

To navigate this landscape, leveraging third-party data for precision targeting, embracing contextual targeting, and maintaining a strong omnichannel presence are key strategies. By aligning your campaigns with positive consumer sentiments and regional preferences, you can effectively connect with your audience during this vital retail period.

As families prepare for the new school year, a flexible and data-driven approach will ensure your back-to-school campaigns are impactful and relevant. Stay attuned to evolving trends and be ready to adapt as the season progresses, capturing a significant share of this essential retail event and setting the stage for a successful holiday season.

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Outcomes-Based Advertising: A Paradigm Shift in Marketing

Choozle — Mon, 10 Jun 2024 05:09:46 +0000

In today’s fiercely competitive advertising landscape, where every marketing dollar counts, advertisers seek more than directional metrics like impressions and click-through rates. Enter Outcomes-Based Advertising (OBA). Its central tenet is ceding more control to advertisers by offering clarity and context. In this blog, we’ll delve into this shift, exploring its core principles and why it’s gaining traction among marketers across industries.

Understanding Outcomes-Based Advertising

Gone are the days of straightforward campaign evaluation. Today’s marketers face a myriad of complexities as they navigate omnichannel strategies. Balancing top-of-funnel initiatives with bottom-of-funnel tactics adds layers to the measurement process, where both engagement and performance are paramount.

At its core, Outcomes-Based Advertising transforms the advertising landscape by anchoring every facet of each campaign to meticulously defined objectives. It transcends the limitations of traditional performance marketing, which often fixates solely on predefined “directional” metrics such as targeting a click through rate (CTR) or prioritizing that you need to reach a certain cost per click (CPC). It’s important to note that sometimes what is perceived as directional is actually mis-directing because it’s partial, biased or correlated but not causal.

Instead, Outcomes-Based Advertising embraces a holistic perspective, where strategy and optimization seamlessly intertwine. It’s not merely about hitting targets; it’s about the relentless pursuit of budget optimization,performance excellence, and the discipline to continually fine-tune ad delivery strategies to move the organization forward, contributing to revenue and growth. It’s strategy in motion, where each adjustment is a deliberate step towards achieving unprecedented success.

Performance marketing, as outlined by Gartner, often ties agency payment terms to brand objectives, releasing fees upon campaign success. In contrast, outcome-based advertising focuses on ongoing operations, consistently identifying ad uplift potential and driving decisions based on performance.

Most importantly, it enables advertisers to harness the advantages of enhanced performance and reduced costs. However, a common challenge with many performance models is their emphasis on ‘market rate’ rather than individual advertiser outcomes. For instance, while an industry average customer acquisition cost (CAC) may be around $798, industries such as eCommerce and B2B SaaS often achieve significantly lower costs.

Key Features of Outcomes-Based Advertising

Let’s dive into the core features of Outcomes-Based Advertising. This approach relies on advanced data analytics and AI to provide precise insights into user interactions with ads, enabling real-time result tracking and campaign optimization.

Precision and Actionability: Outcomes-Based Advertising harnesses advanced data analytics and artificial intelligence (AI) to gain unprecedented insights into user interactions with ads. Brands can now proactively manage real-time and incremental results with precision, allowing for agile decision-making and optimization.
Closed Loop Optimization: By leveraging AI’s predictive capabilities, marketers can analyze past performance and anticipate future trends. This proactive approach maximizes current campaign effectiveness and lays the groundwork for future success.
Beyond Proxies: Unlike limited proxies such as clicks or impressions, Outcomes-Based Advertising focuses on meaningful business outcomes. It aims to move prospects along a path—from awareness to conversion—ultimately increasing customer lifetime value while lowering ad costs. Results could be long-term (e.g., brand awareness) or immediate (e.g., lead generation, transactions, revenue).

The Impact on the Advertising Landscape

In a world where people are overwhelmed with messages, cutting through the noise is crucial. Outcomes-Based Advertising offers brands the opportunity to engage and influence their target audience at every stage of the consumer journey. Whether it’s boosting brand awareness, driving foot traffic, or generating sales, the emphasis is on meaningful action.

Key Points to Consider:

Measuring Success: Outcomes-Based Advertising shifts the focus from mere outputs (such as impressions) to actual outcomes (such as conversions including leads, transactions, revenue, foot traffic, etc.). Brands can now tie their ad spend directly to measurable results, translate that to informed investment decisions, thereby ensuring a better return.
Agility and Adaptability: Harnessing real-time data and AI-driven insights, marketers wield the power to dynamically tailor campaigns across diverse platforms. This surpasses the constraints of traditional auto optimization within a singular platform. Whether it’s swiftly adjusting targeting parameters or fine-tuning creative elements, this agility becomes a potent tool in navigating the multifaceted landscape of digital advertising. It’s not just about reacting in the moment; it’s about strategically adapting to the ever-evolving ecosystem, ensuring campaigns remain effective and impactful across all fronts. According to Forbes, “Traditional attribution models, like single-touch and multi-touch, have been used for years to measure marketing effectiveness. These models, however, have limitations. They often oversimplify the customer’s path to conversion, failing to capture the complexity of real-world interactions.”
Predictive Analytics: Outcomes-Based Advertising leverages predictive analytics to anticipate user behavior. By understanding patterns and trends, marketers can fine-tune their strategies for maximum impact.

Choozle’s Approach: Driving ROI Through Outcomes-Based Advertising

In our pursuit of innovative solutions, we’ve teamed up with ChannelMix to transform the way marketers determine optimal advertising budgets. ChannelMix’s platform empowers marketers to make strategic budget allocation and media mix decisions with ease, armed with comprehensive analytics and actionable recommendations.

Outcome-based marketing boosts customer lifetime value while reducing ad costs. According to MMA Global, it surpasses reach-based media planning by over 50% in terms of ROAS (return on ad spend). Additionally, it accurately predicts ‘movable middles’ with 99% accuracy, highlighting its effectiveness.

What is ChannelMix AI?

ChannelMix AI is ChannelMix’s groundbreaking solution, delivering precise predictions on optimal budget and media mix to achieve your goals. It provides specific budget allocation recommendations for each marketing channel, drawing on a comprehensive analysis of available data sources.

How it Works:

An algorithm examines large amounts of historical data to find relationships between media activity and a target outcome. It uses those relationships to make predictions about future performance.

Predictive Accuracy: ChannelMix AI calculates the exact budget needed to reach your objectives. Each scenario presented includes recommended budget allocations for various marketing channels, ensuring you achieve optimal results.

Confidence in Decision-Making: ChannelMix AI displays the predicted performance to goal for each scenario, allowing you to confidently select the media mix that aligns with your business objectives.

Six Steps for Achieving Discipline in Iterative Paid Media Optimization

Having this visibility allows marketers to implement an agile approach to their optimization. Specifically we recommend:

Establish a solid baseline of your existing paid media strategy and how it aligns with your current business operations
Use data science to understand the interactions of various channels and ensure sufficient confidence factors are integrated into the model.
Define incrementality in your goals, such as increasing lead generation by 15%, to set clear objectives for optimization efforts
Interact with the recommendations provided by the model to devise a strategy tailored to your organization’s needs. This may involve reallocating budget from channels with diminishing returns, adjusting overall budget allocation, and optimizing tactics in underperforming channels.
Implement measured changes to your media buys based on the refined strategy, and closely monitor how outcomes align with the modeled expectations.
Commit to running this optimization cycle on a predetermined frequency to ensure continuous improvement. This ensures your campaigns adapt to changing environmental factors such as seasonality, competitive pressure, and significant events that can influence media pricing.

Embracing Cutting-Edge Technology

At Choozle, we’re on a mission to propel brands into the spotlight, connecting them with their target audience across diverse media and channels. Choozle seamlessly consolidates a suite of digital advertising tools – from a demand-side platform and data management platform to smart tag management – all unified within a user-friendly platform and augmented by our media experts. Partnering with ChannelMix empowers us to offer our clients advanced solutions for optimizing their advertising strategies. With ChannelMix AI’s predictive analytics capabilities, marketers can make informed decisions to maximize their advertising ROI and stay ahead in today’s dynamic landscape.

Welcoming the Future Today

As we look ahead, Outcomes-Based Advertising is more than just a trend; it’s a fundamental shift in how we approach marketing. Agencies and brands that focus on outcomes rather than outputs can create campaigns that capture attention and deliver unparalleled value in today’s competitive landscape.

Adam Woods

Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.

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Driving Results with Paid Media: 6 Key Trends for 2024

Choozle — Tue, 30 Apr 2024 10:18:27 +0000

In today’s digital landscape, change isn’t just happening; it’s accelerating. According to Gartner’s 2023 CMO Spend and Strategy Survey, 25.6% of marketing budgets are now dedicated to paid media, underscoring its critical role in marketing strategies. The combination of new technology, changing consumer behavior, and updated regulations means the old ways of reaching customers aren’t going to cut it anymore. It’s crucial not just to keep up but to lead.

This blog is your roadmap through the key trends in paid media that will shape not only 2024 but also the years ahead. Identifying these trends is step one. The real game-changer is knowing how to use them to get real results—increasing engagement, driving up ROI, and building meaningful connections with your audience.

We’re diving into the essential paid media trends for 2024, showing you how to thrive in a digital advertising world that never stands still. This isn’t about keeping up with the future of advertising; it’s about defining it.

Understanding Digital Paid Media

Paid media is all about strategic promotion. Brands buy exposure and visibility across digital channels like search engines, social media, display networks, Connected TV (CTV), and other online spaces. The main goal? Target the right people, drive traffic, and convert leads.

Let’s break down paid media into five key elements:

1. Search Engine Advertising (SEA): Have you ever noticed those ads at the top of your search results? That’s paid search in action. When you search for something, like “best pizza near me,” those businesses have paid to appear there. Platforms like Google Ads allow companies to bid on keywords to increase ad visibility. And it’s a significant industry. According to eMarketer, 42% of all digital marketing spending goes into search marketing. Its popularity stems from its effectiveness.

2. Social Media Advertising: You’ve probably seen sponsored posts pop up on. your Facebook or Instagram feed.edia advertising at work. Advertisers can target their campaigns based on your age, interests, and even what you’ve been chatting about online. According to a recent report from Datareportal, more people discover new brands, products, and services via social media ads than word-of-mouth recommendations, brand and product websites, and consumer review sites.

3. Display Advertising: You know those flashy banners or videos that sometimes show up on websites? That’s display advertising. They’re there to catch your attention and get you to click through to learn more. Google has the largest display ads network, reaching 90% of internet users worldwide. It includes over 35 million websites, apps, and Google-owned properties.

4. Native Advertising: Ever read an article online or caught a show on your favorite streaming service and noticed a recommendation for a product or service that fits seamlessly into the content? That’s native advertising. It blends right in with what you’re already reading or watching, making it feel like a natural part of the experience. And they work. Native ads can increase brand lift by as much as 82%, based on the 2024 Gitnux Marketdata Report.

5. Content Promotion Advertising: Sometimes, brands want to get their content in front of more people. That’s where content promotion comes in. Whether it’s a blog post, a video, or an infographic, companies can pay to boost it, making sure more folks see it and engage with it. And it continues to grow. In 2024, 45% of content marketers expect their content marketing budget to increase, according to Zippia.

Unlocking Growth: The Strategic Power of Paid Media

Paid media isn’t just a checkbox on your marketing to-do list; it’s a strategic powerhouse that fuels growth and amplifies your brand’s impact. Here’s why paid media is an indispensable part of any integrated marketing strategy:

Amplification Beyond Organic Reach: Paid media extends your voice beyond the confines of organic efforts. It’s like turning up the volume on your brand message, ensuring it resonates with a broader audience. When your organic reach hits its limits, paid media steps in, ensuring your content and messages reach the right people at the right time. Based on data from Techjury, PPC traffic converts 50% better than organic site visitors.

Laser-Sharp Targeting Efficiency: Imagine having a precision-guided missile for your marketing campaigns. That’s what paid media offers. You can zero in on specific demographics, behaviors, and interests with granular targeting options. Eliminate concerns about wasting resources on irrelevant audiences. With our outstanding strategy team backing you, your message resonates with the precise audience your brand aims to engage.

Driving Conversions and Revenue: Paid media isn’t just about impressions; it’s about action. It funnels traffic to your landing pages, product showcases, or lead forms. When a user clicks, subscribes, or purchases, that’s where the magic happens. Paid media directly impacts conversions and revenue.

Evolution of Paid Media

Over the years, paid media has evolved significantly:

Early 2000s: Keyword-Centric Approach Intense bidding wars for keywords with advertisers competing for top spots in search engine results.

2010s: Segmentation and Personalization Targeted ad placements based on demographics, behavior, and interests, thanks to more sophisticated platforms.

2010s-2020s: Mobile and Video Dominance Content optimized for smartphones and the rise of video ads, with platforms like YouTube becoming key for engaging video ads. Streaming platforms like Netflix and Disney+ gained prominence, offering a vast library of TV shows and movies. CTV became the technical core for programmatic TV (PTV), enabling precise audience-based targeting.

Present: Data-Driven Optimization Use of advanced analytics and machine learning to fine-tune campaigns in real-time, informed by every click, impression, and interaction. CTV ads are streamed through smart TVs, connected devices (Roku, Amazon Fire Stick, etc.), gaming consoles, and more. Advertisers leverage CTV’s flexibility to communicate with customers along their buying journey. CTV ad spending has surged, projected to reach over $41 billion by 2027.

But that’s just the beginning! Next, let’s review the top trends to watch in 2024 as paid media continues to evolve and shape the digital landscape.

6 Top Paid Media Trends to Watch in 2024

As we look at media trends for 2024, innovation is driving key shifts in advertising strategies. From location targeting to the rise of AI and machine learning, each trend brings unique opportunities and challenges for marketers seeking to stay ahead of the curve. Let’s explore these trends and their implications for advertisers in the ever-changing digital ecosystem.

Trend 1: Location Targeting

We’re witnessing a significant shift towards local advertising targeting. Location targeting is becoming a key player in delivering highly relevant content to specific audiences based on their location.

Location-based targeting tactics include geofencing, geoframing, and geolocation targeting:

Geofencing allows you to draw a virtual fence around a location and serve ads to mobile device users inside that geofenced area.
Geoframing collects mobile device IDs from users who have entered a predefined location at a specific time and allows you to target those users after they’ve left.
Geolocation targeting allows you to target countries, cities, neighborhoods, or regions by postal code.

By leveraging these tactics, you can increase brand visibility, compete with more prominent brands, and capture the attention of your target audience at the right place and time. The Choozle advertising platform is purpose-built to excel in location targeting, delivering impactful results for our clients.

“Choozle was incredibly supportive by increasing our website traffic and inbound marketing leads. I also like that they have solutions for CRM audience matching, geofencing and geoframing campaigns.” – Nicole C., G2 Review

Trend 2: The Rise of AI and Machine Learning in Ad Optimization

AI and machine learning are reshaping the paid media landscape, fundamentally altering ad targeting, bidding, and personalization. These cutting-edge technologies deliver unparalleled precision and efficiency, utilizing algorithms to forecast audience behavior and optimize campaigns in real time. Marketers are experiencing substantial improvements in ROI and campaign effectiveness as a result.

AI workflow streamlines processes and levels the playing field, empowering all stakeholders to prioritize strategy and outcomes. This AI-driven transformation enhances scalability and agility and equips marketers with deeper insights into campaign performance, facilitating data-driven decision-making and strategy refinement. As AI continues to advance, its pivotal role in paid media will undoubtedly redefine the future of advertising.

Trend 3: Interactive and Immersive Ad Formats

The emergence of interactive and immersive ad formats, such as AR, VR, and interactive video, reshapes how brands engage with their audiences. These formats allow for deeper and more engaging experiences, capturing consumers’ attention like never before. Brands leverage these technologies to create compelling experiences that resonate with their audience and drive meaningful interactions.

Trend 4: Social Commerce and Shoppable Ads

Social media platforms are evolving into full-fledged shopping destinations, with the integration of e-commerce capabilities directly into ads. Shoppable ads transform social platforms into valuable sales channels, allowing brands to turn engagement into revenue. Marketers are exploring best practices for leveraging these trends to drive sales and foster customer relationships.

Trend 5: Third-Party Cookie Alternatives

Google’s decision to eliminate third-party cookies from Chrome by early 2025 has sparked uncertainty among marketers and advertisers in medium-sized businesses regarding the future of tracking, targeting, and measurement. Despite the impending changes, this transition also opens doors for pioneering new and inventive strategies with the potential for substantial returns.

At Choozle, our approach to advertising in a post-cookie world is proactive and solution-oriented. While there are concerns about Google’s progress raised by the IAB, We see this shift as a significant opportunity for industry collaboration to strengthen the open web.

We’ve outlined five key actions to address the core challenge:

Implementing Privacy-First Frameworks like UID 2.0: Once they gather a critical mass of opted-in emails, publishers should seamlessly incorporate this signal into ad placements. Privacy-first frameworks like UID 2.0 enable secure interactions without relying on third-party cookies.
Geospatial Data Drives Better Insights: Leveraging technologies like Geocoding transforms digital maps for retailers. By understanding customer behavior and demographics, precise geotargeting becomes possible. This alignment with privacy regulations benefits advertisers and the broader regulatory landscape, leading to tailored marketing campaigns and increased foot traffic.
Enhancing First-Party Engagement for Advertisers: Advertisers, especially beyond e-commerce, need authentic strategies to collect first-party engagement. This challenge persists in non-e-commerce spaces like CPG, where retailers often mediate interactions.
Ensuring Compliance and Security for Third-Party Data Providers: Third-party data providers must prioritize compliance and security when collecting identity data.
Collecting Opted-In First-Party Data from Publishers: Publishers and streaming content providers are adopting paywalls and daily caps to incentivize email collection from logged-in users, yielding valuable first-party data.

Interested in learning how you can succeed in advertising in a post-cookie world? Check out our Guide to Navigating the Post-Cookie World.

Trend 6: Market Consolidation

The media industry continues to experience an intense phase of consolidation, marked by notable mergers such as Disney’s acquisition of Twentieth Century Fox and the CBS-Viacom merger, reshaping the landscape. This consolidation trend is centralizing control, forming larger media conglomerates with enhanced bargaining power and strategic capabilities in advertising. A recent World Federation of Advertisers survey found that 79% of brands planned an agency transformation process while 53% sought to centralize agency.

With this consolidation, the big players are delivering robust capabilities and strategies accessible at all levels, not just in creative aspects but also in workflow and predictive clearing. They’re streamlining the supply path, reducing intermediaries, and improving market clarity while creating more value.

With that said, as independent media outlets decrease, competition for ad spaces within these conglomerates intensifies. This can lead to higher prices and decreased negotiability in ad placements. Additionally, the concentration of media ownership may result in fewer, albeit more expansive, advertising platforms, influencing the strategy and execution of media buys.

Advertisers need to prioritize building strong relationships with conglomerates that control multiple media properties to navigate this consolidated landscape. Leveraging integrated advertising solutions these conglomerates offer can grant access to a wider audience through a single negotiation point. Advertisers should also examine advanced targeting and personalization options enabled by the consolidated data capabilities of these large entities to enhance campaign effectiveness.

Delivering Meaningful Outcomes

In today’s fiercely competitive digital landscape, aligning emerging trends with specific marketing objectives is crucial for brands and agencies aiming to stay relevant and succeed. Ensuring they’re aligned with your business goals is important to leverage these trends effectively. Whether your focus is on increasing brand awareness, boosting website traffic, enhancing customer loyalty, or improving conversion rates, this alignment forms the foundation of an effective strategy.

Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA)

Media Mix Modeling (MMM) is a foundational method for evaluating how well different media channels contribute to achieving business goals. This method involves looking at past data to see how channels like CTV, audio, and digital-out-of-home (DOOH) advertising impact sales and other important metrics. By measuring each channel’s impact on overall marketing success, MMM gives marketers a thorough understanding of their media strategy.

Unlike Multi-Touch Attribution (MTA), which focuses on individual interactions, MMM provides a broad view of marketing effectiveness across all channels. Using advanced statistical techniques, MMM identifies connections between media spending and business results. With these insights, marketers can adjust their media mix to get the most out of their investment and effectively meet strategic goals.

In the end, Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) help marketers make smart decisions about allocating resources by showing which media channels drive the best results.

At Choozle, we leverage cutting-edge AI-powered tools such as Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) to empower our advertisers with invaluable insights that elevate their marketing strategies and drive tangible outcomes. These sophisticated tools not only unveil inefficiencies but also streamline resource allocation, enabling brands to achieve superior results by minimizing wastage. While MTA focuses on pinpointing the effectiveness of individual touchpoints, MMM broadens the scope by delving into wider marketing dynamics, encompassing external variables. By synergizing MTA’s granular insights with MMM’s comprehensive analysis, advertisers are equipped to make well-informed, data-backed decisions, optimize campaign performance, and ultimately maximize efficiency.

The Bottom Line

As we’ve explored the evolving landscape of paid media in 2024, it’s evident that the path to success lies in identifying key trends and harnessing them to deliver meaningful outcomes.

By aligning emerging trends with specific business objectives, brands and agencies can unlock new opportunities for growth and engagement. Whether leveraging location targeting to reach audiences with pinpoint accuracy or embracing AI and machine learning to optimize ad performance, strategically integrating these trends is essential for driving results.

Methodologies like Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) offer invaluable insights into the effectiveness of marketing efforts, empowering marketers to make data-driven decisions and optimize resource allocation for maximum impact.

Navigating the dynamic landscape of paid media requires innovation and adaptability. By embracing change and experimenting with new strategies, marketers can keep pace with the evolving digital ecosystem and define the future of advertising itself.

Adam Woods

The post Driving Results with Paid Media: 6 Key Trends for 2024 appeared first on choozle.