Categories for Advertising

COVID-19: Trends in media consumption.

Throughout social distancing, sheltering-in-place and now the gradual, phased reopening of communities, there has been a dramatic shift in how, when and why we consume media. Weekly, we receive updated data, facts and figures regarding media consumption trends and forecasts for which changes may stay long after restrictions are ended. While the data varies weekly, there are some overall trends that are consistent week-to-week. This stat sums it up well: 78 percent of U.S. consumers say they are spending more time using at least one digital device since the start of the COVID-19 outbreak.1 Media consumption is not the same... Read More

In-house digital media: eliminating the middleman and improving insights.

AcrobatAnt is excited to announce that we have partnered with Centro Basis to offer digital media placements in-house vs. outsourcing to a third-party. What does that mean for our clients? No middleman, which removes a potential layer of margin/commission, and lowers the overall cost of placements. More control and insight for improved optimizations. Historically, we relied on our third-party partners to optimize campaigns and report weekly updates. Now, we can log in and optimize performance daily—or even hourly—if needed. Access to multiple ad exchanges through one platform. We can deploy and optimize ads across 36 different ad exchanges, including Google,... Read More

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Micro vs. Macro Conversion Goals: Part 2

So. You’ve read part 1 of our blog series on understanding micro- vs. macro-conversion goals and why they are extremely important to your business. (if you haven’t, click here to read part 1.) Now it is time to sit down and identify whether the goals you have established for your business and digital campaign are micro-conversion goals or macro-conversion goals.  Here are three questions you can ask yourself to (hopefully) make it a bit more clear:  1. What do you think about when you picture a conversion?  This may seem obvious, but usually when people think of conversions, they picture macro-conversions. Whatever... Read More

Hand drawing chalk line arrow

Micro vs. Macro Conversion Goals: Part 1

What are they and why do they matter?  One of the major benefits of digital and online marketing is the ability to actively track and monitor a campaign. Through Analytics, it is possible to collect monthly, weekly, daily, hourly and even real-time data on what your online marketing campaign is doing, and to answer important questions, such as: How many clicks am I getting? How many impressions have I received? How do my display ads compare to my native ads? (If you read that line and thought, “what the heck is a native ad?” check out our blog post about... Read More

Native Ad illustration 2

Native Advertising – Part 2

Need a quick background to get the basics of native advertising? Check out Part 1 of our series, then come back to this article. Native advertising, like any media channel, is just one piece of the marketing mix and should not be considered the silver bullet towards marketing success. Each media type has its role in driving traffic, building brand awareness, increasing brand awareness and driving sales—so, where does native fit in? Native is the best method to help viewers understand how your brand/product helps meet their needs and wants—but in editorial form, not a punchy ad. Remember, this should look... Read More

Native ad illustration

Native Advertising – Part 1

Despite being one of the largest and fastest growing areas of digital advertising, many marketers are still unsure what exactly native advertising entails, and how and when it may be a good fit for their marketing mix. So, what is native advertising anyways? It is sponsored content, which is relevant to the consumer experience, not interruptive, and looks and feels similar to its editorial content.1 In short, it is a paid ad that is disguised as original content. Native Ads Quick Facts2: Viewers spend nearly the same amount of time reading editorial content and native ads—2 seconds and 1 second,... Read More

Why Search Engine Marketing (SEM)?

The first thing someone does when they need something is get online and search for that product or service. We all do it. Investing in paid search will guarantee that your business information will appear at the right time, in the right place when consumers are actively looking for information. SEM targets an audience that is already interested in what you have to offer and allows your business to be present when those users are trying to satisfy a need. Utilizing Google Ads, we bid on search keywords relevant to your brand/product/service. Benefits of SEM: Captures the low-hanging fruit –... Read More

Mazzio’s asks, “Who will reign supreme?”

As the blockbuster show Game of Thrones was approaching its final season, Mazzio’s came to us wanting to capitalize on all of the buzz and hype among the legions of Game of Thrones viewers and associate the Mazzio’s brand with the Game of Thrones franchise. Our strategy was a combination of six-weeks of giveaways on Facebook and Instagram—to coincide with the six episodes of the final season—and outdoor boards to drive traffic to tease the giveaways and drive viewers to the Mazzio’s social media accounts. At the beginning of each week, we deployed a new post that associated Mazzio’s products... Read More

Awareness to Sales

The Mechanics of a Sales Funnel

Creating and leveraging a sales funnel is about sorting to optimize messaging based on where a customer is within the sales process. Awareness The first step is to get eyes on the message. Paid media is great for getting eyes on the message, but building awareness also can be achieved through PR, social media and partnerships. After we are confident that we will get eyes on our message, we shift focus to sorting those eyes to improve the likelihood that they will convert. Once a lead enters the sales funnel by submitting a form, completing a survey, engaging with a social media poll, clicking... Read More

10 years: A look back and a look forward.

AcrobatAnt celebrates its 10th anniversary this year. What have we learned? Well, the five Ants who have been here since the beginning—owners Angela Harless, Diane Davis, Danny Sadler and David Downing, and Associate Creative Director Bryan Cooper—have learned a few things, among them: Hard work, in the vast majority of cases, supersedes great talent. If you have great talent who also possess a great work ethic, consider yourself lucky. We’re lucky. Never say “never.” Always say “always.” Our best project is our next project. Work hard. Play hard. Time flies. If you want a little context to go with the... Read More