vidasco media blog

Cloud Marketing and Management 101

January 27, 2015
Cloud Marketing and Management 101

A new phase has begun in the world of marketing technology. At one time, companies had a web site and employed a content management partner, a site analytics tool and a few ad technologies. Now companies have a marketing cloud, a collection of digital technologies that are used to power, measure, socialize, and optimize on online presence.

Companies now rely on hundreds of technologies to power their online customer experience across many devices. They use email to notify their customers of sales, social media to attract new customers and online applications to help their marketing departments to be more effective in their efforts. The marketing cloud has enabled companies to accomplish the same goals it had using more traditional means of advertising but at reduced costs and in a more efficient manner.

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Dispelling Myths about Real-Time Bidding

January 20, 2015
Dispelling Myths about Real-Time Bidding

As with any rapidly growing technology, real-time bidding (RTB) is one around which many myths have emerged. As people try to come to grips with fully understanding what it is, what it does, how it works and what it can do for digital marketing and advertising, many misconceptions about it have risen. Some may have a hint of truth but these misconceptions can often distort reality by taking exceptions and presenting them as rules. In this article, we will debunk some of the more common myths about RTB.

Probably the top myth is that the ad inventory supplied to the RTB ecosystem is highly questionable, cheap and unwanted. Perhaps, when RTB first began, it was a way for publishers to optimize unsold inventory. However, most publishers now actively work to remove such inventory from the marketplace so that it has since evolved to become a platform through which some of the most premium inventory available is sold. Inventory that is low quality benefits no one in the long run, so that such inventory is the exception and not the rule.

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The Advent and Benefits of Ad Networks and Exchanges

January 13, 2015
The Advent and Benefits of Ad Networks and Exchanges

In the early days of online display advertising, distribution of these ads involved the advertiser, the publisher and the consumer or visitor to a website. The publisher was paid by the advertiser every an ad or impression was displayed when the consumer visited the web site. Analytics of those consumers helped publishers define who was looking at the content at any time and create demographic profiles of their readers to help advertisers choose media placements.

This was a rather simplistic model that eventually evolved into the ad network. In an ad network a company serves as the middleman between publishers and advertisers, selling a portion of the publisher’s leftover inventory and monetizing inventory it could not sell otherwise. Ad impressions get segmented by the network under content categories so that advertisers can purchase inventory that aligns with their target audiences.

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Top Display Advertising Trends for 2015

January 06, 2015
Top Display Advertising Trends for 2015

The world of digital and display advertising just keeps evolving as new and innovative technologies are having a greater impact on the strategies and approaches of marketers and advertisers. Search and social media are becoming ever more popular as is mobile with consumers expecting a seamless and entertaining online experience. It may be difficult at times to pinpoint those trends that will be most significant in the upcoming year, but industry analysts point to several trends of which marketers and advertisers should take particular note.

Probably the most important trend involves data. In addition to display and online advertising having grown from the days of using cookies to follow customers and find them when needed, many users have disabled cookies due to increased concerns over online privacy. Moreover, user online profiles provide more reliable and valuable information thereby making data a key driver that will enable marketers and advertisers to target and follow customers with relevant messages and material.

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