Categories for Media Strategy
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
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
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
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
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
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
AcrobatAnt has some exciting new digital marketing options to offer our clients. Keep in mind that the below targeting tactics are available across all ad formats (display, video and high impact). But first, a quick defining session: Display ads: Advertising on websites, apps or social media through banners or other ad formats made of text, images, flash, video and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. Video ads: Encompasses online display advertisements that have video, but it is generally accepted that it refers to advertising that occurs before, during... Read More
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
While not inclusive of all pros/cons, this table outlines general considerations of specific media types as we evaluate them against our target audiences, while optimizing for the budget. Pros Cons Other Considerations Local Broadcast/ Cable TV Key Audience: A25-54 slight female skew Medium with highest reach capabilities; can tap in to loyal viewership for frequency (appointment television/news) Can be targeted by demo and/or contextual content (program selection) Limited geographic targeting within cable systems Local news can provide a sense of community, authority and quality audience Strong, impactful, creative medium—combine sight, sound and motion for emotional impact and awareness-building Generally,... Read More
The healthcare industry is extremely competitive, and the recruiting of qualified employees falls to the HR department. This is not an easy task. When we partnered with one of our healthcare clients to host two recruitment events—one for allied health professionals and the other for registered nurses—we took the marketing challenge and helped them get some leads. If you would like to discuss how AcrobatAnt can help you reach your recruitment goals, contact Info@nullAcrobatAnt.com or call 918-938-7901. ALLIED HEALTH RECRUITMENT EVENT Approach Held at an open area within the hospital. Wayfinding signs directed event-goers to the second floor where department... Read More
