Anthony's Digital Journey

Automation has had a profound impact on the digital advertising industry. The emergence of biddable media has specifically transformed the way advertisements are being purchased. Definition of Biddable Media: Digital media that may be purchased through auction platforms, predominately in real-time. Biddable media uses data to target audiences at the right time and within the proper context on a specific platform to improve campaign effectiveness. Historically, media has been purchased in bulk following contracts between media companies and agencies. Now, the process of buying media is virtually instantaneous. Bids are based on live data in terms of what buyers are willing to spend. If a bid is won, then a buyer’s ad will be posted on the publisher’s site automatically. An appealing aspect of biddable media is that purchasing can be optimized due to the success or failure of an advertisement. If a campaign is performing highly, a greater bid may be placed to gain even more expo...

Have you ever wondered why certain advertisements are displayed on your Facebook News Feed? Recently, Facebook has been striving to alter the way advertisers control their custom audience lists. A custom audience list refers to the contact records advertisers transfer to Facebook to target advertisements. These uploaded lists include: phone numbers, email addresses, and other data which use algorithms to cross reference information against profiles. The goal of this action is for Facebook to provide more transparency to their users and explain why specific ads appear on their News Feed. Starting on July 2 nd , advertisers will have to specifically identify the source of an audience’s information at the time they utilize a custom audience list. When uploading these lists, advertisers will be required to state whether the information was gathered directly from customers, directly from agencies, or from a combination of both customers and data providers or agencies. In addition to...

The emergence of real-time content as a marketing strategy has gained momentum over the past several years. Facebook, Snapchat, and Instagram are among the most popular social media platforms that have utilized this booming trend. More recently, the ability to live stream via different outlets have boosted engagement for companies across the world. Real-time marketing stems from delivering the appropriate content at the proper and respective time. Furthermore, it is a way in which a company can react or respond to current events and use the situation to their advantage through the production of creative and original material. A prime example of this may be seen through Oreos tweet during the third quarter of Super Bowl XLVII in February of 2013. Following the power outage at the Mercedes-Benz Superdome during the game, Oreo’s social media team immediately posted a tweet with an ad captioned, “Power Out? The ad attached to the tweet featured a picture of an Oreo in a dully lit room...

Emerging technology such as artificial intelligence (AI) is the buzz of the business world. Marketing is one specific industry profoundly influenced by this new development. Artificial intelligence utilizes computer algorithms to gain knowledge, make inferences, and predict different patterns or changes. While there is much discussion surrounding this topic, most companies have not implemented new software into their marketing strategies yet. In a survey conducted by PointSource, an IT service management company, 679 senior-level decision makers were asked about their adoption of emerging technologies. The majority of those surveyed stated that are not currently using artificial intelligence, blockchain, or voice- activated technologies. Approximately 40% of respondents said that they were in the discovery phase of AI intelligence, and 33% responded that they are considering possible vendors at the moment. On the other hand, only 21% of respondents had selected a vendor for AI a...

Google has once again taken the marketing industry to new heights with the introduction of The Google Marketing Suite. Yesterday, the multinational technology enterprise announced the merger of the DoubleClick Digital Marketing and Google Analytics 360 marketing platforms into one cohesive marketing and advertising toolset. Technology is constantly advancing; therefore, marketing practices and are also evolving. Google’s efforts are believed to stay consistent with their desire to meet the needs of their customers, while also helping marketers accomplish their goals in an efficient and dynamic manner. “As the opportunity to engage consumers has grown and become more complex, we are simplifying our products for advertisers and publishers of all sizes so they can more easily reach consumers anywhere, at any moment and on any channel,” said Sridhar Ramaswamy, Google’s senior vice president of ads and commerce. This new medium’s objectives involve optimizing digital media and custom...

We live an increasingly automated world. With the rise of Siri, Amazon Echo, and Google Home, people enjoy the convenience of working with automated and interactive forms of virtual assistance. The introduction of chat-bots as a strategy for marketing and advertising a business is a quick and relatively cost-effective way to stimulate engagement. Chatbots are computer-generated programs that can provide updates, trending news, and convey beneficial messages. Reducing the need for customer service representatives, these automated systems can provide either text or voice generated answers to inqueries about the products and services that a business offers. Chatbots on websites are notoriously known as an instantaneous way to provide customer service and enhance the experience and expectations of customers who may be searching for specific products or discounts. Real-time communication can harbor loyalty among customers, promote brand awareness, which can therefore lead to growth for t...