How brands are adjusting and adapting to digital media

Posted August 14, 2017 by Rashmi D @ 8:30 am

The priority now is to create digital and mobile content first and then we take the communication to all the traditional channels

digital transformation

Digital marketing has today become an indispensible part of any media mix as shoppers are increasingly showing their preference for online purchases. At the same time, social media has grown at a fast pace and it is playing a leading role in replacing the old tradition of shopping at brick-and-mortar stores with online shopping. Retailers are quickly adding digital stores in addition to physical stores and spending more money in developing smart websites to make it easier for online shoppers. Brands these days are also procuring tools to analyze informal chat on social media although not all brands are adjusting to the shift as easily as they would have liked.

Despite that, brands are realizing the fact that they need to move towards digital media in order to keep pace with technological advancement. For brands, digital media serves as a vehicle for connecting, selling and engaging their prospective customers as studies reveal that 51% of Americans prefer to shop online. CMO Emily Culp, of Keds had focused on treating the company as the number one store in the world. She therefore, worked towards digital transformation of the company by bringing in ecommerce, marketing, social media and public relations as one team. She had good reason to mix the culture because Amazon and other shopping sites were scrambling to move from physical to digital storefronts and putting more and more money into smart websites.

In the beginning of this year, Pernod Richard, the maker of brands like Absolut, Malibu and Jameson – started hiring their own internal manpower and using software tools to become more digital. It began working with its sales force to collect and analyze data as part of bigger customer relationship efforts. Manager of data analytics at Pernod Ricard, Evan Huggins, said “Amazon is an easy, consummate example, and they’re just going to eat everyone’s lunch. If it’s not them, it’s businesses that emulate their model of convenience and personalization and accessibility to potentially disrupt our business.”

Filed under: Digital

Facebook’s Watchlist Will Heat Up the War of Ad Spaces

Posted August 11, 2017 by Rashmi D @ 10:40 am

The new video tab that Facebook is launching, called Watch is aimed at disrupting the online advertising market

facebook watchlist

Facebook is soon going to launch a new feature called “Watch,” which is going to disrupt the online advertising market. On the Watch tab of Facebook, several dozen original shows will start rolling out on mobile, desktop and Facebook’s TV apps.

In addition to the Watch tab, there will be another feature called “Watchlist” where users can keep track of their favorite shows or list of programs and when these will be streamed on the platform. There is another value added feature, like a newsletter, which allows users to subscribe for updates on new episodes of their favorite shows. Publishers share their shows to the news feed to help people discover them. The Watch feature is also going to be personalized. It will help users to discover shows, which are relevant to their interests with suggestions based on what Facebook communities are watching. It includes both live and recorded shows, so users can choose as per convenience.

During the broadcasts it will allow users to ‘like’ and comment as well as play the content via web, iOS, Android and Apple TV. They can join groups with people who like the same shows, and build a community. Before spreading globally, Facebook plans to roll out access to Watch for more users in the United States. A new video hub will be added, using a TV-shaped Watch button in the navigation bar at the bottom of Facebook’s main app.

Facebook’s shows will range from live event coverage to reality TV to scripted program. There will be a long list of categories of shows to view. When you open Watch, you can scroll through, and alternately, you can check any notification about some new program. Once you’ve opened an episode you’ll see all the details about it, with one tab for joining a live comment reel with other viewers, and an “Up Next” tab displaying the names of the programs after the current episode.

Filed under: Digital

CPV Advertising is set to Rule Online Advertising in Future

Posted by Rashmi D @ 4:11 am

The most evolved form of online advertising is the CPV format because it is much better defined and balances all stakeholders’ interests

CPV format advertising

As with most rules of the internet, online advertising rules are also framed and set by Google because of the way it approaches the matters related to the internet and its uses. Therefore, after Google introduced CPV advertising, it is gradually becoming law as all the other big players also begin adopting it. This isn’t easy for an organization that dominates the business overwhelmingly, but to their credit, Google has been able to uphold the interests of the common user with its periodic updates. This has not just won it the respect and trust of users all over the world but has also consolidated its foundations and made it the gentle giant it is today. True, at the end of it all, Google has to consider the business end of things and this balanced approach has only made its business stronger than ever before.

CPV advertising is a milestone

As an advertiser, if you get charged for every click on your ads across domains, irrespective of whether those clicks were intended or not, you feel there’s some kind of unfairness in the system. As a user, if you end up spending 30-40% of your browsing time waiting for ads that you clicked unintentionally after they popped up on you, rather annoyingly, you’re likely to feel cheated. And then the first thing that crosses your mind is – ‘this is madness…isn’t there a method to it?’ Rest assured, there is, and none other than your friendly neighborhood Google and now, Facebook says so.

Enter CPV advertising. So, what exactly is it and why is it special? Let’s understand it from the advertiser’s point of view first. Under CPV advertising, or more precisely, under what Google designed, TrueView, you pay for views or clicks only when your ad has been viewed for at least 30 seconds or clicked and then viewed for at least 30 seconds. Apparently, this format includes both the CPM and CPC methods but the overriding principle is that in either case, the ad would have to be viewed for at least 30 seconds. As an advertiser who has been paying for every click, intended or unintended, this is great.

Now, how will CPV benefit the common user, or, as an online business may say, the customer? As customers many of us know that marketers call us the “King.” But in reality, do they treat us like kings? If you look at the way they ‘ambush’ us at every turn with pop ads that take their time to load when clicked, intentionally or unintentionally, it would not appear that they care about the king. When you end up spending half your browsing time negotiating these pop ads that fall on you like rain, you’re reminded of the old joke – “Long Live the King. The King is Dead!”

Who’s responsible for this madness?

As a common user, your first reaction to this pop ads madness is to be angry at the advertiser. Well, you have reason to be angry but you’re mistaken if you think it’s the advertiser who’s responsible for this madness. Let’s first understand how it works – the ads could belong to any advertiser e.g. Coke, Pepsi, Starbucks, etc. but it’s the website you’re on, where all this madness takes place. If you notice carefully, the intensity of ads popping up every now and then is not the same on every website that you visit. So, it is the website owner or publisher who is running this riot. And CPV advertising is designed to pull these rioters up and get them follow the rules set by the big boys like Google and Facebook.

Now let’s look at another interesting side of this madness where the advertiser whom we decided to cover thinking they’re not to blame for bombarding users with pop ads. The objective of an ad is to get the customer to a seller’s website because it is a seller who advertises, generally. Now when you land up on the seller’s website there is every chance that you would again come up against the barrage of pop ads that the seller would use to upsell other items that you hadn’t planned to buy. Alternately, since the seller is now the website owner, he would have other businesses advertising on his site. And that again brings us back to square one which is what we called ‘madness.’

CPV advertising is designed to deal with this madness and make it difficult for marketers to run riot on the internet. With the bulk of the traffic originating from mobile devises that work on touch-screen method, we just can’t afford to have the kind of wastage of time and money that unintentional clicks on pop ads cause. After all, it is today’s advanced marketing automation tools that make such advertising happen and it is taken advantage of by the website owner or publisher who sells advertising space on his domain. It is the publisher who uses advanced marketing automation ads to bombard visitors to his site with pop ads. Till now it was earning him revenues from unintentional clicks. Not any more…thanks to CPV advertising.

Filed under: Digital

Does Twitter Influence Smartphone Purchase Decisions in Any Way?

Posted August 10, 2017 by Rashmi D @ 10:53 am

The social site claims that users tend to spend more on buying smartphones after seeing ads on Twitter

smartphone purchase decision

Making the decision of purchasing a smartphone is not easy because the devices are a significant investment. A recent study conducted by Twitter in association with Nielsen and Foursquare, tried to figure out the role of social media network throughout the decision-making process. After seeing ads on Twitter, the research found that customers spent almost 6.8% more with mobile wireless carriers. They dug into the data, provided by the local search and discovery service mobile app, Foursquare.

These three companies analyzed in-store foot traffic for T-Mobile USA, Verizon Wireless, AT&T and Cricket Wireless and found that ad campaigns on Twitter generated 23% more visits to these brick-and-mortar stores. In addition to that, mobile carrier campaigns and offer based tech generated an average return on ad spend of $ 2,184. It means twitter users are 2.4 times more influenced than non-users by ads from mobile device manufacturers and mobile carriers.

Twitter, Nielsen and Foursquare found that the people, who love travelling, enjoy fast-casual food and like sports, are most likely to make purchases in brick-and-mortar stores and visits budget-friendly travel locations. While these people prefer to shop online, they also love to live in big cities, and frequent cultural destinations like art museums, movie theaters and high-end travelling locations such as airport lounges, hotel bars.

While leveraging the social network target abilities, Ryan Kiernan, Twitter research analyst suggested that mobile carriers need to pair customer data with the social network’s growing slate of livestreamed sports content and in-stream video ads. According to the research, 56% of Twitter mobile users say when they are buying a product or service, that they are influenced by content on Twitter. It is also true that Twitter’s popularity as a platform that influences smartphone purchases is not a very recent development. Promotion campaigns on Twitter have always impacted smartphone purchase decisions.

Filed under: Digital

CPC Format of Advertising is the Most Optimum Way

Posted by Rashmi D @ 2:56 am

With the internet majors like Google and Facebook making efforts to not charge advertisers for unintentional clicks, CPC format gets even better

Cost Per Click

Recently, Facebook announced that it won’t charge advertisers for unintentional clicks on their advertisements by users. This is a very important development for CPC (Cost Per Click) advertising because it further improves the filter that determines the advertisers ROI. Google, the other internet major that sets trends in online media, has already been using this filtration process for the benefit of their advertisers. It goes to show how important the advertisers are for the internet platforms and it also shows that the customer is truly cared for. After all, in the B2B context, the advertisers are the customers of platforms like Google and Facebook among others. However, not everyone is happy about this development, especially the publishers whose websites and portals are the direct beneficiaries of advertising revenue.

Why this development will strengthen CPC

This has been a major issue of grievance for advertisers because of the nature of online advertising today. The bulk of the advertising comprises pop up ads that is not always used rationally by the publishing websites. There are websites with quite heavy traffic that charge exorbitant rates for advertising on their platforms but do little to streamline the process to improve user experience on their sites. The lure of more and more advertising revenues have led them to allow more advertisements to be displayed on their websites than possible.

As a result, there is overcrowding of advertisements on their websites which lead to the increasing incidence of pop up ads almost all over their webpages. This makes of poor user experience because it becomes very difficult for the users to navigate through all these ads popping up every now and then. On certain sites, it’s literally difficult to read an article or a blog because there are hyperlinks all over the content. The moment the cursor touches the link an ad would pop up and then the usual annoying wait would follow till the ad gets loaded.

For the publishing website this kind of accidental clicks means money and more money. Who cares if the clicks were intentional or not? As long as there are ads there will be clicks and that’s all that matters. Not anymore, says the big boys of the internet, Google and Facebook. CPC is a critical part of online advertising and it needs to be handled with a lot more care than was being done so far. Going by the thumb rule, it is the user who needs to be treated with a lot more sensibility and respect than many of the publishing websites care to do. It’s the user traffic that makes or breaks a website and nobody understands it better than the giants like Google and Facebook.

CPC advertising ensures optimum ROI

There is nothing better than to know how many times your ad has been clicked because it gives you an idea of the kind of response your ad is generating. However, if the bulk of the clicks don’t result in traffic that bounces out of your webpage no sooner than they land on it, there is something wrong, and it need not necessarily be your ad design. As it turns out now, it is because your ad has been unintentionally clicked by a user who is not interested in what you’re offering. As an advertiser, you don’t want that to happen because every click on your ad costs you money.

This is where publisher discretion gains importance. Publishers should allow only that much CPC advertisements on their websites as can be possible. And how are they to do it? Not very difficult – they need to automate their pages in a way wherein user experience is not affected by out of turn pop up ads. Right now, with marketing automation having a free run of web pages, it has become difficult for publishers to really take user experience more seriously. They think the user has no choice but that can be a big mistake. The user should not be taken for granted.

When CPC advertising follows certain rules, especially those that have a direct relationship to the very essence of the internet, which is to ensure optimum user experience, everyone in the chain stands to win. If publishers want to corner all the benefits and marketing automation suppliers think they can go on handing newer variants of their tools to the publishers to make life difficult for the users, they’re now up for a little surprise. Rules are now being rewritten by the market leaders and the rest would do well to follow these rules. Eventually, it is not just the end user who wins but also the seller who has nothing between him and his customer but his ad. If that medium works as well as it is known to work, everybody, in the chain will be happy.

Filed under: Digital

Advertisers on Facebook Won’t be Charged for Unintentionally Clicked Ads

Posted August 9, 2017 by Rashmi D @ 8:47 am

The unintentional clicks happen mainly due to pop ads that appear suddenly and upset the users’ browsing flow

unintentional clicks

We all have had moments when we were scrolling or clicking through a website or mobile app and ended up clicking on an ad without exactly intending to. For the user it’s just a click gone wrong and it’s no big deal but the poor advertiser would have been charged for the click. Now, Facebook is modifying its policies and things up a bit in the advertising front, especially how it charges advertisers for click-based campaigns.

According to Facebook, ads will be categorized as unintentional, as if, a person accidently clicks an ad on a mobile device, immediately retracts within few seconds, they will not be charged to the advertisers. So the advertisers on Facebook need not to worry that they are paying for users who unintentionally clicked on their ads. Facebook wants to be transparent in its relationship with advertisers. Now advertisers will be able to see how many actual clicks an ad received and impressions, caused by bots doesn’t show up on their bills.

Facebook wants to be transparent in its relationship with advertisers; publishers may worry that this change could hurt their bottom line, but according to product marketing manager Brett Vogel the “vast majority” will not be affected, since ads aren’t driving a significant number of unintentional clicks and this change is, for the good of the ecosystem.

Not only Facebook, Google also focused on this issue and its efforts to restrain accidental clicks on mobile web have prevented tens of millions of unintentional clicks. This collective effort helps improve experience with mobile ads and puts pressure on advertisers, publishers and tech companies to use formats that are less annoying. Facebook also introduced a number of changes to the way it reports total campaign impressions. It’s now going to report total campaign impressions including both total billable and non-billable impressions.

Filed under: Digital

CPM or Cost Per Thousand Impressions of an Ad on a Webpage

Posted by Rashmi D @ 3:58 am

It is one of the cheapest advertising options as the cost could be just a few dollars for a thousand impressions on a webpage

Cost Per Thousand Impressions

In CPM, the ‘M’ denotes the Roman number 1,000 and this often confuses people. Rather than going into the reasons for cost per thousand not being abbreviated as CPT, this blog will look into the role of this form of advertising in marketing. If the objective of the advertiser is to simply make a single line announcement and not aim for clicks on the advertisement, this is the ideal option. The impressions will be calculated on the basis of the traffic on the particular webpage where the ad gets displayed. Of course, it depends on the marketer to offer a click option in such an ad and there’s really no harm in doing that. After all an announcement in a single line or just a couple of lines can’t be the same as providing the reader with all the details of the event or offer for which the ad was displayed.

The cost factor

Not all advertisers have the kind of cash or resources to pay for an ad that gets clicked and there could be a number of reasons for that. The business could be new, just a startup and only wants to let its audience know that it is present in the market or maybe, just wants to announce about an event it is organizing. It could be anything like a webinar or a seminar or a roadshow to launch a new product or service. It is important for the designer of the CPM ad to include the most important message in as few words as possible so that the ad doesn’t appear cluttered, which can put off potential readers.

Many businesses just want to continue advertising the same message or the same set of four or five or half a dozen messages for months or even a year. It could be part of their marketing strategy to just hammer the same message over and over again to ensure the reader or potential customer knows the name of the brand being promoted. Similarly, the brand identity would have a logo and a particular color scheme for the ad design, which could perhaps be the same as the color scheme of its product packaging. Customers begin to recognize the brand’s products on store shelves and may decide to buy it at the store rather than online. There are different ways that a marketer wants his CPM ad to work.

ROI is not well-defined

It is clear that this kind of advertising has its limitations as far as ROI is concerned but then, it is also the cheapest form of advertising online. Smart marketers would know how to make the best use of this kind of advertising space and we all know that startups that usually prefer this form of advertising, have some of the best marketing brains working for them. It all depends on the resources at the disposal of the startup and the consequent strategy it adopts in its CPM ad campaign. As already mentioned, it is the mix of messages that will make or break such an ad campaign.

The messaging needs to be crisp, clear and clean. There’s no scope to play with intrigue that many of the award winning ads show. In the cost per thousand impression arena, it’s a simple sales ad pitch that will be effective, e.g. “Webinar on admissions in XYZ University on 10 October”; “For more details check” Depending on how the advertiser wants to run his campaign, he could amplify his messages by running another set of CPM ads that gives more details about the webinar such as the name and credentials of the speaker/s as well as the theme of the webinar.

If the speaker happens to be someone famous, the ad will anyway get noticed. If the speaker is unknown, the ad campaign will make him known. That doesn’t mean he’ll become a star overnight but as already discussed, this form of advertising is the best bet for those who are just starting out. The cost of a CPM ad campaign will not always be cheap because there are some premium websites and portals where the ad space is very expensive even for this form of advertising due to the incremental value of the brand image of the website. Startup marketers are known to be the best exponents of optimization of resources with aggression.

They believe in working harder to achieve their objectives and would rather minimize the share of their CPM advertising on premium websites and maximize the share on non-premium websites. That requires an enormous amount of number crunching with analytics and all the advanced tools that effectively make the marketing funnel what it is. Of course, advancements like artificial intelligence and internet of things are making it easier to work on analytics but they too, don’t come cheap. So, for the poor startup marketer there’s no way out but to burn midnight oil on analytics at least till his campaign brings in the expected cash.

Filed under: Digital

Marketers Need to Adjust to the Fast Pace at Which Online Advertising Evolves

Posted August 8, 2017 by Rashmi D @ 11:45 am

It is online advertising that is overwhelmingly dominating the advertising business and looks good to converge in the near future.

on line advertising

The world of advertising has been evolving at a rapid pace in comparison to all other industries because it is usually among the first to adapt to technological changes. Two-thirds of all advertising revenues in the United States today is generated by online advertising which includes digital and mobile and it is set to occupy four-fifths of all advertising in the country by 2020. It’s not abnormal at all because that is just an indication of the impact of technology on media which carries all the advertising messages to the audience. The importance of internet based platforms like digital and mobile have no parallel as these are now the most preferable options for the consumer. However, this scenario itself is changing as platforms themselves are converging since TV and radio content is available on digital and mobile.

All advertising will converge

A look across all the available formats suggest that almost all the traditional media platforms like newspapers and magazines, radio, TV, billboard and in-store among others, have an online dimension. In the case of newspapers and magazines, radio and TV, the online convergence has already taken place and today, you have smart TVs and internet radio among a lot of other smart stuff. The newspaper and magazine as we knew them, has stagnated, and it’s only a question of time when the hard copies of these mediums stop getting printed. Of course there’s a vociferous group of traditionalists (mainly baby boomers) who maintain that printed newspapers and magazines won’t ever die.

People are entitled to their own opinion but statistics don’t lie. An entire generation in the United States has grown up getting its news from internet. When this generation takes over the mantle of baby boomers, they won’t be arguing about whether the printed newspaper or magazine would become extinct or not; they might be talking about different other things like the impact on online advertising on people’s browsing time, etc. They could be the ones who will trigger another interesting convergence – among the different demographies on use of the internet and platforms and technologies that drive it. That’s when all advertising will converge seamlessly across all the platforms that will converge.

How crucial is MA (marketing automation)?

Marketing automation is what drives online advertising today. Online businesses that are earning advertising revenue are the ones that employ the tools offered by marketing automation providers. They have the option to choose an entire suite of MA tools or pick and choose specific tools as per their requirement. The other aspect of MA is that it is expensive and should not be used unless an ROI projection is provided. Of course, the user should be familiar with the tools he buys in addition to be able to manage the dashboard all by himself if needed. It is mainly about grabbing the customer’s attention and then feeding him as many options as possible.

Marketing automation companies are more than happy to provide them the ‘offers’ endlessly to somehow overcome their reluctance to bite the bait. There is no doubt that this is a strong barrier, and so there is another set of tools offered by MA firms that ‘specialize’ in developing these ads that pop up on customers like little ambushes. Of course, there are also ‘free’ pop up blockers that users can install on their devices, like so many other things in the internet, but most of the time, they’re not really effective. If there can be even a little effectiveness of the popup blockers it would be considered quite good for the consumer using free services.

An all round perspective of the customer offers marketers a few ideas for success in implementing a people-based marketing strategy. Online advertising needs to be more effective and campaigns should be able to make use of media platforms to target customers in innovative ways. MA helps integration of campaign tactics and provides the data that enables it, which makes it possible for marketers to engage customers in a relentless manner. This may be a simple concept but it is challenging to execute. For marketers to make it work, they will have to manage inbound channel interactions efficiently, using advanced technology to provide more offers that are meaningful to the customer.

MA helps marketers achieve better customer response by linking their experiences over time, using the right platforms and programs to manage long term customer value and optimizing investment in marketing tools. An area of prime concern for marketers is brand safety especially when their online advertising campaigns are sometimes abused and misused by net criminals who use them in their spam messages and mailers that often carry malware. It remains to be seen whether publishers are willing and able to ensure that such abuse and misuse of brands don’t happen on their platforms.

Filed under: Digital

Voice AI is Going to become a Reality Very Soon

Posted by Rashmi D @ 8:21 am

Simple appliances and gadgets that we use everyday could become the platform of search in future

Artificial intelligence

Today’s AI is becoming a widely used technology that brings enormous change in social, political and cultural spheres. Virtual assistants like Siri, Alexa and Cortana revolutionize the way the users are interacting with the machines. A voice AI platform called Voysis, gives organizations an option for customization and complete voice AI platform, which provides the ability to connect with users in a more intuitive manner, on mobile or online devices.

According to the eMarketer, 45 million voice assisted devices are being used in the US today and by 2019 this number will rise to 67 million. Ian Hodson, architect and former head of text to speech in Google, said, people are familiar and recognize the voice recognition technology. Amazon Echo and Google Home are expected to become the default platform of choice as machines understand humans in easier and better ways.

Alexa is a artificial intelligent personal assistant, made popular by Amazon Echo. Steve Rubuchin, VP of Amazon Alexa, said, “Our vision is that customers will be able to access Alexa whenever and wherever they want,” and now customers can talk to their cars, refrigerators, lamps, thermostats and other devices in and outside their homes. According to the Google assistant product lead Hafsteinsson, now the goal of the organization is to create personalized user experience that can manage tasks, helps to get things done, answers questions and much more.

Jared Belsky, president, 360i, points to comScore data that forecasts 50% of all search will be via voice tech by 2020; he says, “In the near term, (organic search) is going to be the way to get your brands represented for Google Home. Then ultimately, the ads auction will follow. You’ll be bidding to get your brand at the top of searches. I believe that’s the way it will go. Think about it—it has to.”

Filed under: Digital

For Marketers, Instagram is a Much Better Option than Snapchat

Posted August 4, 2017 by Rashmi D @ 11:35 am

Instagram offers a much wider choice of industries to use its stories platform compared to Snapchat, which is a critical difference

instagram vs snapchat

The competition of ‘stories’ platforms, Instagram and Snapchat, is turning out to be a no-competition going by the latest stats from a report by L2, a digital media rating agency that benchmarks the performance of over 1,800 brands across 14 industries globally. L2 had been studying 89 brands that maintain both Instagram and Snapchat accounts and found that Instagram Stories attracted more than twice as many posts from social media marketers compared to Snapchat Stories. The stories posted on Instagram were 1,347 against 614 posted on Snapchat. The report also found that 72% of Snapchat Stories account for posts from beauty brands, 13% accounted for retail brands, while travel, automotive, consumer electronics and activewear brands accounted for about 15%.

The other metrics that prove the point about Instagram racing past Snapchat is that 200 million people watch Instagram Stories every day as compared to 160 million that watch Snapchat. On Instagram advertisers can get swipe-up links, linked influencer tags and check out buttons that allow users to shop on the app. On Snapchat, brands only get advertisers’ links and a user base that doesn’t like ads. The L2 report warns, “As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified.” Snapchat needs to find ways to stop its slide before it’s too late.

The L2 report further noted, “Instagram has integrated ecommerce handoff technology into Stories, namely swipe-up links leading to brand sites, linked influencer tags, and checkout buttons that support brand efforts to move beyond engagement metrics and render their live video content shoppable. Snapchat, meanwhile, has made few adjustments to its Stories content tools, limiting the ability of brands to leverage owned content for ecommerce.” It’s been over a year that Snapchat has been up against the supercharged growth of Instagram backed by parent Facebook’s might.

Filed under: Digital
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