the buzz current events and industry news from MANSI media
  • Five Advertising Trends for 2015

    Advertising trends include content-driven and highly targeted ads.In the world of print and digital advertising, there are many options.  Many marketers have been looking for unique ways to stand out from the crowd to reach their specific audience.  Here are five advertising trends we expect to see more of in 2015:

    1.  Content-driven ads: We’ve all heard about the rise in native digital campaigns, but expect to see more of this in print as well.  Integrated partnerships between marketers and publishers will lead to more sponsored features and columns.
    2. Highly targeted ads: Personalization is the key to marketing success. Print has the ability to go beyond zip code targeting by using special sections, niche audience publications, and ad placements adjacent to specific editorial content. More agencies will create unique ads for specific target audiences.
    3. Experiences supplement content: Tying together a message with an experience is a surefire way to get the attention of your audience. An example of this could be a sponsored event tied to printed special section for a festival or concert. This type of experience marketing allows an advertiser to really connect with a community.
    4. Intelligent use of data: News media companies are beginning to realize the power of the data they have about those who consume their content. The use of data for outcome-based marketing is on the rise and will continue to skyrocket throughout 2015.
    5. Increased interest in app advertising: The average U.S. smartphone user now spends 88% of his/her mobile phone time within an app. Marketers will see this trend and want to reach consumers where they’re spending so much time. Advertising in apps also allows for deep targeting – geo, demo, contextual and behavioral.
  • Inserts still deliver for retailers

    78% adults take action due to inserts.Inserts still deliver for retailers in a big way.  In a recent Wall Street Journal article, Suzanne Kapner illustrates how inserts in newspapers draw more shoppers than digital ads.  In fact, Borrell Associates estimates that advertisers spent about $53.84 billion for newspaper insert advertising in 2014.  Simply put, retailers have not found an alternative advertising source to circulars that drives as many shoppers to their stores.

    Inserts move consumers to action.  According to NAA’s “How America Shops and Spends 2014” survey, nearly eight in 10 (78%) adults have taken some action in the past 30 days from an ad in a circular appearing in a newspaper.  For eprxample, 56% clipped a coupon from an insert, 53% saved the insert until they visited the store, 52% used an insert to compare prices, and 48% used the circular to plan shopping at a store or online.  Newspaper inserts compel consumers to act in all age and income groups.  Seventy percent of consumers say they usually check the inserts to see what’s on sale, and 62% say checking newspaper circulars saves them time and money, according to the 2014 NAA study

    Because of these impressive results, retailers approach change to their insert programs with caution.  Marketers have watched closely as some retailers, such as Wal-Mart and JC Penney, reinstated their insert advertising programs after traffic dropped in stores where they attempted to shift to less expensive forms of digital advertising.  Remind your clients that digital search and coupons are not as effective as newspaper inserts in reaching consumers and driving them to action.


  • Five Ways to Optimize your Online Display Campaign

    In the world of advertising, we are always striving to improve our campaigns.  With traditional marketing, we rely on post-campaign surveys, inbound leads, custom phone numbers and promotional codes to help determine the ROI of a campaign. However, in the world of digital marketing, we rely on direct campaign metrics to determine the success of the campaign.

    It is important to optimize your ongoing campaign using online metrics.  This optimization can result in a stronger click-through or conversion (depending upon on the key performance indicator you are utilizing for the campaign), and generate a greater value for each ad dollar spent.  How do you optimize a campaign?  Here at MANSI we look at several methods to enhance each of the digital campaigns we place for our clients.  These methods range from simple to complex, but all can result in a much more effective campaign.

     

    Ad Unit

    Option One – Optimize By Ad Unit

    One of the simplest methods, optimizing by ad unit, can still yield very strong results.  To optimize in this fashion, we review a campaign’s traffic report broken out by the ad units being utilized. We look at the Click Through Rate (CTR) to provide a fair site-to-site, unit-to-unit comparison.    Those units that are not reaching a benchmark CTR have impressions pulled from them and shifted to units that are providing a higher CTR.

    This method works best when a variety of ad units are being deployed and a blended CPM is used between the ad units.

     
     Media types include desktop banner, mobile banner and video pre-roll.  

    Option Two - Optimize by Media Type

    Campaigns rarely utilize a single media type to reach their audience.  On a single site, we  often use  a multi-media approach that encapsulates desktop banner, mobile banner and video pre-roll.   Each of these units performs at a different level and often comes at a different cost.  To help place these different media types on equal footing, it is best to utilize a cost per click (CPC) or a cost per acquisition (CPA) model.  Either a CPC or a CPA will offer a true example of the media performance and allow for the shifting of campaign resources to the higher performing option.

    This method works best when a variety of media are deployed through the same site.


     drill  

    Option Three – Optimize by Drilling Deeper

    Each campaign will have the basic parameters of flight and location, but we can break down those options into deeper substrata to improve optimization:

    • Time of day
    • Day of the week
    • Location by zip code

    The campaign flight generally covers a set period of time, but that timing can be further broken down by performance to help optimize the campaign.  For example, a traffic report can be viewed by the time of day that is driving the highest response (CTR).  In those situations, the campaign can be day-parted to focus on those highest performing timeframes.  Also, reports can be generated to see which days of the week generate a high response rate.  Again, the campaign can be optimized to run primarily on those high-performing days.

    Many campaigns are targeted to a DMA, region or state.  With these campaigns, reporting can showcase which of the sub-areas is providing the highest response rate.  For example, a campaign targeted to the Chicago DMA might show a high response from the Chinatown district (60616 and 60608 zip codes).  To optimize the campaign, more impressions can be shifted to this targeted area to improve the reach to potential customers eager to engage.

    This method works best when a campaign starts with a wide geographic net (DMA, region or state) and a longer running time frame (3 to 6 months).


     Copy can be modified.

     

    Option Four – Optimize by Copy

    Different creative elements or messaging can directly impact the performance of a campaign.   This impact can be easily seen when reviewing the reporting of an online display campaign.  Much like optimizing by ad unit, it is a straightforward examination of CTR by copy to determine which units are performing the best.  With this baseline established, impressions can be shifted to higher performing copies on a site-by-site basis.

    This method only works when two or more copy versions are being deployed.

     Target

     

    Option Five – Optimize by Target

    In the last five years, we have come a long way in the world of targeting.  In the digital world we can drill down and target our customers by demographics, behaviors and the content of the page they are reading. We will often deploy multiple targets on the same campaign, combining different elements to reach the target audience (ex. targeting men 35+ OR sports content).  When utilizing different targeting options, the campaign can be improved through a thorough look at the reporting and the actions taken upon those results.  Using the example above, we might see results that showcase a higher response rate from the campaign messages targeted to sports content.  If that is the case, then the campaign can be weighted to reach more users through that targeting option to improve the overall performance.

    This method works best when multiple targets are deployed on the same campaign.

     

    We now have more data available to us than ever before, but how we use that data is what will impact our campaigns. At MANSI, we firmly believe that every campaign can be enhanced by the judicious use of optimization.

    Let us help you improve your next online campaign.

Lisa Knight, Vice President, Advertising, lisak@mansimedia.com

Kevin Wert, Director, Client Solutions, kevinw@mansimedia.com

Wes Snider, Director, Client Solutions, wesleys@mansimedia.com

Matt Caylor, Director of Interactive matthewc@mansimedia.com

Chris Kazlauskas, Director Media Placement, chrisk@mansimedia.com

Jane Hungarter, Director, Marketing, janeh@mansimedia.com

Carin Hoover, Account Manager, carinh@mansimedia.com

Lindsey Artz, Account Manager, lindseya@mansimedia.com


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