CPC Format of Advertising is the Most Optimum Way

Posted August 10, 2017 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

Some Remarkable Stats That Marketers Can’t Afford to Ignore

Posted August 3, 2017 by Rashmi D @ 11:21 am

P&G tones down digital spending; elsewhere, how digital advertisers are doing much better; Google and Facebook keep growing

digital stats

The digital marketing world is currently changing at a very fast pace and it is critical to learn and know about most of the updates. In order to cope with this large and complex market as well as to maintain and expand customer base, you need keep up with the latest trends and beat the competition with them. In the last couple of days, throughout social media marketing and digital advertising, there were thousands of interesting stats that grabbed our attention.

Visual-oriented platform is getting popular

Over the past year, most of the brands have become more visual-oriented. This trend is going to increase in 2017 because when the information is embedded with images, people are more likely to keep that information for a longer period. Studies revealed that 80% of the people are willing or love to read the content with colored visuals and the content with relevant images gets 94% more viewers than the content without images. There are about 65% marketing executives who believe that they can communicate their brand story in a better way using visual assets like images and videos.

After launching, in less than a decade, the more image-driven platforms like Snapchat (launched in 2011), Pinterest (launched in 2010), and Instagram (launched in 2010) gained popularity and growth in 2017.

From May 2015 to May 2016 – daily video views increased from 2 billion to 10 billion and by the end of 2017 on Snapchat. It is predicted that this number will increase to over 217 million. The growth on Pinterest in 2015 was 135%, which is higher than on any other social media platform. About 83% users do their purchasing only after looking at Pinterest. In 2016 Pinterest reached 150 million active monthly users. In 2015 Instagram usage nearly doubled as compared to 2013 and from August 2015 to December 2015, impressions on Instagram rose from 50 million to 670 million. In 2016, for marketing purposes, approximately half of the US brands were using Instagram.

Live-streaming video is getting popular

Already many companies started live- streaming video, for sharing and building their brands. Just few weeks ago, Acura set up a racetrack in EI Toro, California at Marine base and invited four influencers to drive their cars around the course. The company gave the drivers augmented reality-equipped helmets that covers overlaid HD graphics on top of the real world, that look like they are driving through jungle and snowstorm, thereby making them difficult to stay on course. To watch the hour long broadcast, there were more than 500,000 people tuned into Facebook and Twitter. By the end of broadcast the figure reached a total of 3.58 million people.

There are other stats from the online advertising companies such as Factual, a location data company, which orchestrated a deep data dive into how CrossFit trainees—or CrossFitters—behave offline. They found 231 percent CrossFitters are likely to work in online advertising.

Filed under: Digital

Impact of Cloud Computing on Marketing Technology

Posted July 31, 2017 by Rashmi D @ 4:39 am

Call it whatever – a cross-channel, AI-powered, IoT-driven world of marketing but behind all these is cloud computing

Impact of cloud computing

There’s no doubt that mobile communications and internet drastically changed the world. Over the last few years, cloud computing has emerged as the next big disruption in technology and has become a mainstream element of software solutions just like database or websites. Or Is it intelligent cloud?

Cloud computing is now firmly established, not merely those that would be considered part of the information technology sector. Healthcare, finance, retailers and many other industries have all been disrupted by cloud computing. Despite being a relatively recent innovation, it has already made huge waves in the technology industry. Although cloud’s benefits have not been clear to businesses there is still some confusion around this technology. About 94% of employees in the US feels that cloud computing helped their organization move closer to their needs, inspite of the fact that they are not clear on how it has been done but they are happy that it had enabled resource-saving for existing infrastructure management. Consumer cloud services such as Google Drive, Drop box and iCloud have changed the way people think about digital content.

Similarly, there are many cloud-driven tools that have brought about the greatest impact on the marketing technology.

Marketing automation

Before marketing automation came to be loved by businesses and despite the advantage digital marketing offers, the process involves laborious tasks that are time consuming. Marketing automation is a cloud based service that massively reduces the time that businessman needs to spend on daily tasks, resulting in optimization and precision of business resources. Eloqua (acquired by Oracle) and Marketo are some of the leading marketing automation services.

Managing sales cycle

Depending on the industry and the product you sell, the sales cycle can be between days and several months since different companies have different steps and activities till the sale closes. Managing multiple prospects at various stages of the cycle can be quite a painful and complex process. Before the advent of cloud computing, sales managers used spreadsheets like MS Excel to keep track of the information and for the sales cycle management. Now it is done through cloud based tools like Office 365, which is on the cloud along with other dedicated tools making it possible for sales professionals to constantly track leads from anywhere, using cloud based tools.

Artificial Intelligence (AI)

AI will become prevalent in every industry where decision-making is being fundamentally transformed by ‘Thinking Machines’. Artificial Intelligence not only powers new generation of cloud computing technologies, but has the capacity to enhance current cloud platform incumbents. The need for smarter and faster decision making and the management of big data is the driving force behind the trend. AI is moving beyond simple chat applications like scheduling support and customer service, to impact the organizations in more profound ways.

Filed under: Digital

Pre-Order a Smart Cooktop from BuzzFeed That Connects to Smartphone via Bluetooth

Posted July 28, 2017 by Rashmi D @ 12:14 pm

The appliances maker has partnered with GE to develop the smart cooktop it calls Tasty One Top which can be pre-ordered for $179

smart cooktop

Appliance freaks can now pre-order a smart cooktop, which can basically track the surface temperature of a pan or pot as well as the internal temperature of the food. That’s not all because cooktop gives you notifications when it’s time to flip your food or when it’s perfectly done. This smart cooktop marks BuzzFeed’s plunge into the smart home market with its latest innovation. With the Tasty One Top foodies using kitchenware like, pans and pots, as well as processes like slow cooking or sous vide, can handle almost any form of cookware and more.

Tasty One Top has been quite active on social sites like Facebook, YouTube and Instagram where its video recorded over 58 billion views and over an entire month it reaches more than 400 viewers every month. The Tasty page met with tremendous success and as a result, many brand extensions were created with pages like Bien Tasty, Proper Tasty, Tasty Junior, Tasty Vegetarian and many others.

Ashley McCollum, general manager of Tasty, says, “In two years, Tasty has reimagined the recipe format as a visual, shareable and interactive medium, democratizing food and making cooking more accessible, social and fun in the process. The Tasty One Top and app demonstrates our commitment to the intersection of content and technology, marking the beginning of the next step in the evolution of our business as we expand into new ways of using technology to bring people together around food.”

Ben Kaufman, head of BuzzFeed Product Labs, opined, “Tasty’s strong brand and massive fan base give it almost limitless avenues for expansion, from cookbooks to licensing to consumer tech, and we’re excited to take a new big new step with the One Top, a product that has the potential to truly make precision cooking widely accessible.”

Filed under: Digital

Comedian Scott Aukerman Shares Some of His Ways to Success with Podcast

Posted July 25, 2017 by Rashmi D @ 2:40 am

Among the attributes listed by Aukerman for a podcast to succeed are, uniqueness, reliability, regularity, celebrity and sustainability

google analytics

Scott Aukerman emerged on the podcasting scene in 2009 with his podcast, Comedy Bang! Bang! when the market was going through a boom for the first time. The podcast was centered around a lot of folks in the market who were known to him quite well. Later, it became one of the first podcasts to be taken up for a TV series on IFC. Most of the guests that Aukerman invites to his podcast even today include “eccentric and neurotic” characters who are also established comedians in their own domains and it goes without saying that this became the USP (Unique Selling Proposition) of the podcast.

Aukerman explains that, oftentimes a show becomes interesting when the host willingly takes a backseat and allows the guest to dominate the show for long spells. This is just one of the many ways to innovate and there’s plenty of scope for more. Does that increase reliability of the podcast in the perception of the audience? Yes, it is possible even though a podcast isn’t really embedded in the mind of the audience like a TV talk show or a radio show. Of course, there are exceptions to the rule and sections of the audience are known to be great fans of many a trending podcast.

People like regularity because it allows them to set a schedule. If a podcast has been able to create a good impression on listeners’ minds not just with good content but also by coming out at the specified time, it better continue that way. For Aukerman, it’s Monday when he posts his podcast which is now part of his listeners’ routine; so they know when to download the podcast. He’ll surely lose an incremental component of his audience base if he messes with their routine at regular intervals. The other point to keep in mind is whether your theme can be sustained. Here, it is equally important to remember that the host’s credentials should not be in question. If you’ve gotten hold of the right theme, and other things like your presentation and depth of coverage are what they should be, your podcast will not just survive but also thrive.

Filed under: Digital
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