ROI no matter what the cost
Since the start of the pandemic, we’ve noticed an intensification of requests that produce immediate results and aggressive return on investment from our clients. While expectations of digital performance have always been very high, it was common practice to divide digital marketing budgets between a company’s strategic, structural projects and those that aimed at quickly generating sales. The goal of this strategy was to generate immediate returns for the company while promoting a long-term vision for its digital assets. For several months, many companies have been undergoing restructuring that has had a direct impact on their internal capabilities. This restructuring has also led to slowdowns in the development of longer term marketing assets. Since these projects would normally develop slowly over time, it’s taking longer for the effects on these companies’ gross revenue and net results to be perceptible. The truth is that, in many cases, there’s a huge amount of internal pressure t …
When awareness goes hand-in-hand with media performance
Digital media performance has always been closely connected to conversion. Whether you’re talking about online sales or lead generation, we associate the idea of performance with a tangible action that has immediate repercussions on achieving a digital objective. On the other hand, it’s harder to relate performance to brand awareness or consideration initiatives, since their influence is often indirect and not as attributable, and their real effects are more often felt in the long term. Basically, at a time when we all want to quickly fulfill our needs, short-term initiatives get the upper hand. But does this justify a continual deprioritization of brand campaigns? Before answering this question, it’s important to understand how to effectively integrate the various tactics of your ad campaign in order to ensure these represent a performance vector towards the achievement of your objectives. Starting at the beginning First, as everyone knows, every media strategy needs to start with a c …
The Future of Programmatic: How DSPs and AdTech Are Transforming Digital Advertising
Programmatic advertising has become a driving force in transforming how brands engage with audiences in today’s digital world. What used to be a slow, manual negotiation process between advertisers and publishers is now powered by real-time bidding, using demand-side platforms (DSP, i.e., Display & Video 360 (DV360), The Trade Desk, Amazon DSP) and supply-side platforms (SSP). Think of DSPs as your brand’s ad-buying engine, leveraging data to bid for the best ad spaces. Meanwhile, SSPs, acting on behalf of publishers, sell this ad space in real time, all facilitated by the ad exchange, a high-speed auction house connecting both sides.