What is Programmatic Advertising Anyway?

This is a buzzword in the marketing world and everyone is wondering, what is programmatic advertising? Everyone has been talking about it, what does it mean?

What is programmatic advertising anyway?
Coles notes version: it is the automated process of buying ads online. Why is this good? It allows companies to move away from broad website-based campaigns to a more strategically segmented campaign, reaching customers who are more likely to show interest in the brand.

This hyper-targeting allows the marketing team to reach the right audience at the right time, resulting in higher quality leads and conversions. Ok great… how is this done?

There is this thing called real-time bidding (RTB), basically advertisers pay for the consumers they want to reach rather than hoping that they reach them…. for example, say Beyonce releases a new album and you are a music streaming app that is streaming her new album.. you will want to capitalize on this.

You can increase your bids to beat the competition and adjust your ad copy to focus on her new album. With programmatic ads, you can increase rotation of your relevant ads, adjust your bids to blast and hand pick the websites you want to run your ads in…. increasing more awareness of your music app, leading to more sales.

How to get started – find a programmatic partner and determine:

  1. The goal of your campaign (make sure it correlates with your business goals)
  2. What is the budget? (many programmatic partners have a minimum budget, make sure you meet these requirements)
  3. Campaign dates (this gives your programmatic partner an idea of how much you are willing to pay across a certain amount of time)
  4. The CPM (cost per 1,000 impressions) that you are willing to shell out (Have a CPM in mind when you negotiate)
  5. Your audience (make sure you have nailed down your audience ex. women in Los Angleles who make $100,000+ a year and drive a Lexus AND that your partner has the targeting capabilities and segments to reach your target audiences)
  6. The target location (make sure you have a specific idea of how segmented you want your geographical location to be)

THEN…Ask questions:

  • How do you source your inventory?
  • What are your targeting capabilities?
  • Do you do retargeting?
  • Where do you see the best results from?
  • Do you offer fraud protection?
  • What is the mobile targeting capability?
  • Is your platform self-service or do you offer support?
  • Do you utilize 3rd party data or is your audience based on your own 1st party data? (this will help you determine how big their data segments may be)

Want more or have recommendations of vendors? Please weigh in

Effective Networking in Your Career: Choose Your Own Adventure

Last night, I spoke with fourth year students and recent graduates at the University of Toronto about life after school is finished. I remember feeling very lost in my fourth year of university, and wondering what I was going to be when I grew up!

When I look back on all of the different things I have done with my career, some of the risks I have taken, I would not change my path one single bit. I have met some incredible people along the way and looking forward to meeting more.

The one huge aspect of working in this day and age is the importance of proper networking. This is a vital skill for anyone to master in their career. Always be networking – do it well, be respectful and friendly. Check out my presentation for more tips and let me know what you have learned in your career about making great connections!

Real Estate Agents: Use Digital Marketing to Kick Start the Spring Market and Make 2016 Your Best Year!

Learn Digital Marketing to Grow Your Real Estate Business in Toronto

In this highly interactive training session, you will get 10 tips to use immediately to build your real estate brand and business online, and do what you love to do: SELL! This complimentary training session covers what works for real estate agents, and how to make an effective marketing plan that is aligned with your business goals.

North York Session: Register or call 416-445-8855
February 23rd from 1-2:30pm
Keller Williams Referred Realty, 1-156 Duncan Mill Road

About the Session:

This is a 1.5 hour seminar on how the power of digital marketing can work for your real estate business. In this fast-paced, highly-engaging session, I will help you navigate how digital works, how it can help you gain exposure for your brand online and attract quality leads.

What You Will Learn:

  • What’s in the digital toolbox: email marketing, search engine optimization SEO, online advertising, social media and more!
  • What tactics work for real estate agents
  • How to get started on creating your digital plan

Attendees will also receive a free marketing strategy template to help you kick start your plan!

Register Today!

North York Session: Register or call 416-445-8855
February 23rd from 1-2:30pm
Keller Williams Referred Realty, 1-156 Duncan Mill Road

About Me:

I am a digital marketing strategist currently working with real estate agents in Toronto. I provide advice and education on the best approach businesses should take, depending on their industry, target market and product. I also teach Foundations of Digital Marketing at University of Toronto’s Mississauga campus (UTM) and through online delivery. Want to learn more? Connect with me on LinkedIn

Do People Read Blogs Anymore?

Really, it depends. Some people say they don’t have time. There is a hyper-overload of stuff to consume online. Are we really getting to the point where we have no attention span?

I still read blogs that are useful to me. I use Flipboard to discover content or I receive an email alert, I don’t proactively check because…. there is too much to consume. Sometimes if I feel like I am getting too many emails and the info in the emails are not useful, I unsubscribe. I get fickle.

Some successful entrepreneurs stand by blogs. A good friend of mine, Jennifer Ballard is case in point. Jennifer has been consistently blogging her wedding photography site since 2009 and gets tons of business from it as she can showcase her work and the blog ranks high for SEO.

Back in the day, blogs relied on SEO optimization and RSS feeds for people to discover and read their blogs on a consistent basis. 

For anyone who is new on the scene, content is discovered differently now:

The way people consume content has changed too. People still read content and they also are very receptive to video and podcasts. Someone may be able to read a blog post at work and not video, or listen to podcasts only on their daily commute. Changing up the way you speak to your audience can help with engagement:
Content types used in online marketingAnd frequency? The more you post, the better your exposure/how others perceive you. This can be hard (ahem, I am speaking about myself) as life can take over. There are tons of ideas all over the internet on finding content ideas.

Back to the main question though, do people really still read blogs? Yes they do. Blogs for businesses are seen as valuable for customers to self-educate and here is the top 50 list of blogs about any topic imaginable. The way people discover blogs though, has changed.

Connect with me on LinkedIn or Twitter

Want to hear more from me?