vidasco media blog

The Basics of Intent Targeting

April 30, 2015
The Basics of Intent Targeting

Online display ads are often overlooked by consumers until they are served up one that is relevant to their interests. Marketers that make a personal appeal, such as display ads for outdoor backyard furniture to consumers who have read an article titled “10 Ways to Entertain at Home This Summer”, will be not just an ad but provide a service that is useful to the consumer. In addition, for marketers, these types of ads are more likely to be effective and drive sales.

The goal for marketers, then, is to figure out the intent of the consumer — what the consumer wants or plans to do at that moment or in the future. The more that consumer intent is understood by marketers and advertisers, the more personalized and effective their ads can be. This is where intent data and targeting come in.

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Targeting In-Market Consumers with Display Advertising

April 21, 2015
Targeting In-Market Consumers with Display Advertising

In-market audiences are those consumers who are actively involved in the purchase process—they most likely are doing searches on the web and comparing the offering of various companies offering the product or service in which they are interested. Typically they are in-market for specific category such as travel, real estate or automobiles and should be considered as temporarily interested in that category.

For example, they most likely do not read many publications about cars but when it is time for a new one, they might be doing a lot more research about brand and models and so would be in an automotive in-market audience during this period of time. By targeting in-market audiences, advertisers can set up their display advertising campaigns to reach consumers who are further along in the sales cycle and ready to make a purchase.

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Using Data to Drive Advertising and Marketing Campaigns

April 14, 2015
Using Data to Drive Advertising and Marketing Campaigns

The many advances in technology today and the availability of massive amounts of data help marketers and advertisers to make more informed decision about their respective campaigns. These metrics and analytics show how campaigns can be optimized for maximum return on investment. This is more the science of marketing but there is also an art to marketing and figuring out how to merge the two requires some thought, planning and foresight.

Our technological culture has shifted from a home computer that was shared by the entire family to one person using multiple devices. Consequently, there may be more user profiles than there are consumers so that companies need to have a strategy that targets across devices and gives advertisers an attribution model so that they can determine how credit for sales and conversions is assigned to touch points across devices.

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Programmatic: The Essential Tool for Marketing

April 07, 2015
Programmatic: The Essential Tool for Marketing

Programmatic buying, which refers to the purchase of any media through an automated system such as real-time bidding to bid on individual impressions across mobile, the web and tablets, is becoming the latest tool in the digital marketing industry. It enables marketing campaigns to be efficient and deliver highly relevant messages at scale and helps brands of all sizes and verticals effectively adapt to the digital media landscape of today where customers have moved from television and print media to video, online and mobile formats for marketing and company information.

Today’s consumers get a barrage of branding information from social networks, mobile apps, blogs and other digital media and often browse the web on their mobile device while watching television. In addition, with the advent of the DVR, ads can be skipped so that the impact of traditional branding channels is further diminished. Programmatic helps break through this complex world of digital media and serves to extend the story of your brand across all digital platforms so as to maximize the reach and effectiveness of your marketing and display advertising campaigns.

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