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The 3 Most Common Myths About Remarketing

Posted April 30, 2012 by fran @ 4:02 pm

Despite its proven success, some advertisers still hesitate to implement remarketing campaigns, due to common myths and misconceptions. Some people have the perception that remarketing invades privacy, has a low ROI, and is a waste of money. However, most of these myths are simply opinions perpetuated by people who have either never tried it, or have misused the technology.

To set the record straight, below are the most common myths about remarketing. You’ll find that a lot of these claims are either completely false or are simply misunderstandings of how the remarketing technology really works.

Myth #1: Remarking invades privacy – This is 100% false. Remarketing doesn’t get any personally identifiable information from visitors. The system only tracks the fact that a user has visited a website with the use of cookies, but these “tags” are completely anonymous.  When a user is tagged, no personal information is ever retrieved or stored.

Users who aren’t comfortable with remarketing can easily clear their browsing history and cookie data to make sure that they don’t leave any tracks on the web.

Myth #2: Remarketing will creep out users – Only if you overdo it. Avoid looking like an over-eager and desperate salesperson that follows people around all time. Instead, take it easy when remarketing and do it just the right amount.  When setting up your campaign, always remember to display your ads in moderation. Bombarding people with the same advertisement will tend to annoy them, but this doesn’t mean that remarketing ads in general will harm your relationship with potential and existing customers. If you implement your campaign wisely, you will generate interest and bring people back to your site.  People appreciate gentle reminders about the sites and products that they previously viewed. 98%users leave a site without buying anything because they’re too distracted or still shopping around. Remarketing will help you get them back by showing ads for your site on the other online locations that they visit. In addition, some users are actually relieved to see remarketing ads on the sites that they visit, because it is more appropriate for them. Instead of seeing irrelevant ads on the web, they’re browsing experience is complemented by advertisements for websites and products that they’re already interested in.

Myth #3: Paying for views is a waste of money – When you implement remarketing campaigns, you are usually charged for views rather than clicks. This can turn off advertisers because they’re more eager to pay for “hard” actions such as clicks. However, remarketing goes beyond mere clicks. Instead, it builds up users’ interest and familiarity towards a product and keeps it on top of their minds. This then increases the chances of them actually buying something when they click on the ad.  Sure, traditional paid advertisements can get you clicks from disinterested users, but remarketing is the only type of advertising that can turn views into clicks that covert. The choice is up to you. Would you rather get charged for a lot of clicks that don’t lead anywhere, or pay for views that will eventually get users to his the “Buy” button?

 

Filed under: Blogroll,Company Headlines

3 Tools That Can Turn You into an Instant Video Professional

Posted April 25, 2012 by fran @ 1:27 pm

We’ve said it before, but it’s worth saying again: videos can effectively boost engagement and sales. Ads that appear on videos are proven to gain more attention and clicks, giving businesses better chances of putting their products out there, while allowing publishers to earn more revenue at the same time.

Whether you’re a business owner who wants to reel in more customers, or a publisher who wants to garner more page views and clicks, producing a video is almost a sure-fire way to get more eyeballs.

However, creating a polished and professional video isn’t always easy. If you don’t know your way around cameras and video editing software, learning the ins and outs of the production process can take up tons of time and effort. On the other hand, hiring someone to create a video for you can put a significant dent on your budget. Professional videos can send you back several hundreds if not thousands of dollars.

Fortunately, a handful of website on the web came up with ways to help the average non-technical user create videos like a pro without breaking the bank. Check out the sites below and you’ll be sure to start producing sleek videos in no time.

1. Animoto – Considered as one of the most popular video creation service on the web, Animoto “makes it easy and fun for anyone to create and share extraordinary videos using their own pictures, video clips, words and music.” You won’t have worry about lacking the technical know-how to create videos. All you have to do is upload the clips and images that wish to include in your video, select a template from Animoto’s library, add music and words, and then you’re good to go. The service will take care of putting all the video elements together, and you can just sit back and watch it happen. Animoto’s pricing ranges from free to $39 a month, depending on your needs.

2. Xtranormal – Do you want to produce excellent animated videos but don’t have the budget to hire animators from Pixar? Consider Xtranormal instead. The service lets you choose from a variety of animated characters. Once you’ve chosen the stars for your video, select a “set” or an environment that you want your characters to be in. You can then bring your characters to life by typing or recording the dialogue. You’ll also be able to have your characters perform gestures and movements as well as direct the camera angles in the film. Xtranormal rates start at $10 if you’re an educator and $50 if you’re a business.

3. FluxVFX – This is for users are familiar with Adobe After Effects. Similar to Animoto, FluxVFX provides templates and all you have to do is add in your own photos and text. These pre-made templates are very interactive and can be used to create slideshows, albums, and even video infographics. Templates come in the form of an Adobe After Effects file, so you’ll have to open them using that software. Pricing for starts at $25 per download and come with all of the source files for the project.

Image credit: Alejandro Peters on Flickr

Filed under: Blogroll,Company Headlines

How The British Heart Foundation Generated Buzz with the Hard and Fast Ad Campaign

Posted April 18, 2012 by fran @ 2:23 pm

What do you get when you combine social media with the British Heart Foundation (TheBHF) with, Vinnie Joes and the Bee Gees? A whole lot of YouTube views, that’s what.

Considered as the UK’s most well-known heart charity, TheBHF has been spreading the word and helping those with “broken” hearts for over 50 years. The foundation has made significant contributions when it comes to research, patient care, and education, and as previously mentioned, they’ve been doing this for half a century.

But don’t the foundation’s age fool you, because as you are about to read, TheBHF is very much adept in launching online campaigns and doing social media right.

Last week, the guys at Twitter wrote a blog post about “Hard and Fast”, the wildly successful online campaign of TheBHF.

The Message

As a most people know, CPR comes in handy in cardiovascular emergencies, and can really help save lives. Still though, the thought of mouth-to-mouth resuscitation makes a lot of individuals uncomfortable, because it involves “kissing” a dying stranger.

To counter this, TheBHF aimed to spread the word about the effectiveness of “hands-only” CPR, an effective and life-saving method that doesn’t involve any sort of mouth-to-mouth resuscitation whatsoever.

The Execution

TheBHF produced a video starring famous actor Vinnie Jones. In it, Jones demonstrates the step by step process of hands only CPR. “Look lively,” Jones says. “First call 999, then you do hands only CPR” he also emphasizes that you don’t have to kiss anyone. “No kissing,” he adds. “You only kiss your missus on the lips.”

He then proceeds to demonstrate how it’s done. “Lock your fingers together, knuckles up, then push down right on sovereign.” As he does this, the music to Stayin’ Alive by the Bee Gees swells, and Jones advises that you should “push hard and fast, about two times a second like to the beat of Stayin’ Alive!” The video ends with a short and simple line: “Hands only CPR. It ain’t as hard as it looks.”

The video was hilarious and the move of associating CPR to the song Stayin’ Alive was definitely brilliant and made the ad even more memorable.

Equally as brilliant though is how TheBHF executed the campaign. While they initially wanted to air the video on TV, the foundation decided against it, and first launched the video online instead. They used Twitter’s Promoted Tweets to drive users to watch it, and even incorporated the hastag #hardandfast into the video to help track conversations about the campaign.

The Result

According to its case study, “conversations around “Hard and Fast” were so great that in addition to the Promoted Trend, the campaign also organically trended five times with the terms: “Vinnie Jones,” “#hardandfast,” “British Heart Foundation,” “CPR” and “Stayin’ Alive.” Numerous media outlets and blogs also reported on the advertisement after seeing it trend organically on Twitter — all leading to over 1.7 million video views.”

What You Can Do

While not all of us can hire celebrities or purchase the rights to classic songs like Stayin Alive, we can still learn a lot from TheBHF. The Hard and Fast campaign was successful mainly because it was easy to remember and was associated with a song that everyone knows.

In your next advertising campaign, try to link your message to some “classic” items. It doesn’t have to be a song. There are tons of slogans and events that are close to people’s hearts.

Additionally, the fact that TheBHF decided to use online channels first instead of traditional media such as TV greatly added to the campaign’s success. Nowadays, online properties and social networks generate buzz more effectively than other forms of media, so if you’re thinking of doubling down on Internet advertising, now is definitely the time.

Also remember that this principle doesn’t just apply to videos and social media campaigns. Great ads come in all shape and sizes. Overlay, mobile, and Thank You Email Offers, are just some examples of tried and tested ads that work. Combine engaging and entertaining content with these tools, and your bound to generate buzz and conversions!

Filed under: Blogroll,Company Headlines

Consumer Trust in Online Ads Rises as Trust in Traditional Ads Fall

Posted April 11, 2012 by fran @ 3:21 pm

Think that online ads are on the rise? You could be right. Results from a recent study by Nielsen indicate that consumer trust in online media continue to increase, while the opposite is happening to traditional advertising.

According to their Global Trust in Advertising report, Nielsen surveyed over 28,000 Internet respondents in 53 countries. Results show that the most trusted forms of advertising (92% according to the survey) are the ones that come from recommendations from family and friends. Meanwhile, 70% of respondents said that they also trust online customer reviews such as the ones found on Yelp.

When it came to online advertising, Nielsen reported that:

“The survey also showed that nearly six-in-10 global online consumers (58%) trust messages found on company websites, and half trust email messages that they signed up to receive. On the Web, four-in-10 respondents rely on ads served alongside search engine results, 36 percent trust online video advertisements, and one-third believe the messages in online banner ads—an increase of 27 percent since 2007. Sponsored ads on social networks, a new format included in the 2011 Nielsen survey, are credible among 36 percent of global respondents.”

Thinking of adding ads on mobile devices? According to Nielsen’s survey, the consumer trust level in mobile phone advertising while still relatively low at 29%, rose 61% since 2007 and 21% since 2009.

Yes, online and mobile ads are finally gaining the trust of Internet consumers nowadays. However, the same thing cannot be said for traditional ads. Nielsen’s study indicates that while 47% of consumers trust television ads, the number is down 24% between 2009 and 2011. Nearly half of respondents (47%) said that they trust magazine advertisements, but that number is again down by 20% between 2009 and 2011. Newspaper ads saw the biggest decline of all. 46% of consumers said the still trust newspaper ads, but this is down 25% between 2009 and 2011.

This shift in consumer trust may be new, but it certainly isn’t surprising. It’s evident that people are spending less time on traditional media (i.e. magazines and newspapers) and more time on digital and “smart” devices.

Most people nowadays consume so much news and entertainment using their smartphones and tablets that they don’t even watch TV shows on television sets anymore. It’s no wonder their trust in traditional ads is declining.

What It Means for You

The fact that people are starting to trust online media more than traditional kinds is actually great news for businesses (especially small businesses). Online advertising can be cheaper and also has a faster turnaround than traditional media.

Additionally, with online advertising you’ll be able to get actual statistics and graphs so that you’ll know exactly how many people saw your ad and how many users interacted with it. Another great thing about online ads is that they allow you to completely target your audiences. You’ll be able to zero in on consumers based on their interests, age group demographic, or location. Anyone can browse a newspaper or catch a commercial on TV, but as you probably know, having your ad seen by just “anyone” isn’t enough.

Image credit:  return the sun on Flickr

Filed under: Blogroll,Company Headlines

Boost Sales and Engagement Using Videos

Posted April 4, 2012 by fran @ 1:12 pm

The claim that “video can do wonders for your business” isn’t just an empty marketing shtick from video companies. Studies have shown that videos are two times more likely to appear on the first page of Google compared to plain text pages. Additionally, it’s a known fact that most people are drawn to images more so than words, and that often, moving images can communicate things faster and easier than sentences and paragraphs.

A new study by comScore further supports this; last week, the research company revealed that combining professionally-produced video content and users-generated vides can actually boost sales effectiveness. The study, which was conducted in collaboration with online video community EXPO, aimed to measure how professional videos and user-generated videos complement each other.

In their research, comScore and EXPO rounded up a group of consumers to participate in a “veiled exercise” to determine how effectiveness of professional videos, user-generated videos, and both together. In this exercise, the researchers found that “Professionally-produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User-generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line. When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.”

The researchers also took a second group of consumers to go through a “cued exposure exercise.” After being exposed to the content, these consumers were surveyed to determine their responses to the videos. The results of the survey indicated that professional videos were more effective at being informative to users, while user-generated videos “were more successful at producing emotional intensity, key message communication, and ease of relating to.” However, the study showed that “When consumers were exposed to both professionally-produced and user-generated content, the combined increases were greater than for either of the individual media exposures.”

Indeed, it appears that videos are definitely a boon for businesses that want to put their brand and messages out there. Whether you’re a publisher or an advertiser, be sure to look into ways where you can you videos in your materials, websites, or campaigns.

A great way to do this is by incorporating ads in your videos. If you’re an advertiser, adding overlay advertisements can effectively put your brand in front of your target audience. You should also consider adding preroll or midroll video ads, allowing viewers to get front-row seats to your products and services. Just make sure that the ads are related to the content of the video. Talk to your ad agency and ask about their targeting features to make sure that your ads are only added in relevant videos.

Publishers can also benefit from adding overlays, prerolls, and midrolls to their videos, because it provides the opportunity to earn more revenue every time a user clicks on the ad.

 

Filed under: Blogroll,Company Headlines

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