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Why Might CTV be a Good Investment for your Business?

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In this recent interview with MarTech, Jason Fairchild, a leader in the emerging CTV space, explains where the industry is heading and what trends to out for as TV advertising shifts from traditional to digital. 

So, why might CTV be a good investment for your business?

With CTV’s technology, advertisers reap the same benefits as digital advertising.

In the past, only the largest national advertisers could afford a spot on television’s largest platforms. But with Connected TV, new and emerging ad technology is able to integrate with these platforms to make Connected TV both accessible and measurable for businesses of all sizes. This technology can bring all of the measuring capabilities of a digital ad campaign to TV campaigns.

Changes in the digital landscape are pushing businesses to the world of CTV.

The world of digital advertising is always changing. The removal of cookies along with Apple’s update of user permissions, for example, have impacted the way that advertisers are choosing to spend their ad dollars when it comes to display and social. Search marketing is also seeing a spike in pricing. This leaves businesses wondering how they can move the needle with their marketing budgets and CTV is starting to look like the answer. Before, advertisers could never accurately gauge their ROAS through television advertising. These days, CTV has the potential to be just as measurable as any of the digital tactics mentioned above. In short, Connected TV is the next big thing.

Targeting and attribution are both available through CTV.

CTV buys are able to target specific audiences, down to an advertiser’s first-party customer data. The technology available through CTV allows marketers to match that customer data to households that were exposed to a CTV ad, providing valuable attribution and insights into how consumer behavior is affected by a business’s video advertising.

If you as a business owner are still curious about how CTV advertising can fit within your advertising strategy and budget, feel free to reach out! We’re more than happy to walk you through the process of this innovative new way to reach your audience.

Women couple buying online from the bed

Is Your Business’s Website ADA Compliant?

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by Athena Gipson

If you’re wondering what ADA compliant means, then we urge you to keep reading or your business may be in some trouble.

On July 26, 1990 (practically the internet dark ages), President George Bush signed the Americans with Disabilities Act (ADA) into law.

The importance of the ADA is immeasurable. It ensures that people with disabilities have the same rights and opportunities as those without disabilities. The ADA provides civil rights protection to individuals with disabilities like those provided to individuals based on race, color, sex, national origin, age and religion.

But, the ADA didn’t happen overnight. Although it was signed into law in 1990, the discussion regarding the inequalities that people with disabilities face started as far back as the 70’s.

So, why are you reading about the ADA on a digital media blog? As you can tell by the dates mentioned above, websites along with most digital channels weren’t prominent at that time. While businesses had rules and regulations regarding door widths and wheelchair ramps, the ADA lacked any concrete regulations regarding measures that should be taken on websites to ensure people with disabilities have the same access to the website info as people without disabilities.

While over time there have been amendments to the ADA (even as recent as 2017), regulations regarding websites have remained a grey area for most of the ADA’s existence.

However, in the last three years, there have been significant increases of both large corporations and small businesses being sued over their websites not being ADA compliant. A more notable case being the ruling against Domino’s Pizza, where a blind man sued the pizza franchise for the inaccessibility of its website.

In fact, a study was conducted in 2019 that tested millions of website homepages and concluded that 98% of websites failed to meet recommended requirements of website accessibility for disabled people.

This means that chances are if you have a website, you are a part of that 98%. Settlements in ADA website compliance cases typically range from $3,000 to $25,000+ depending on the size of the business. And the worst part – just because a business is sued once regarding ADA compliance, doesn’t mean that the business cannot be sued again. Unfortunately, this is very common.

Below are just a few things to consider as you move to make your website ADA compliant:

  1. Making sure important aspects of your website are accessible (HTML headings, images, forms, etc.)

  2. Ensuring your site is friendly to screen readers

  3. Clear and concise headings

  4. Informative link texts

  5. Images with text descriptions

  6. Audio and videos with transcripts or subtitles

  7. Easy keyboard navigation

  8. Readable fonts

  9. Contrast coloring

  10. No time out limits on any of your web pages

… And a ton more!

If you need assistance ensuring that you are protected and that your website is compliant, do not hesitate to reach out! We’re more than happy to help you transition your business’s website to an ADA compliant site so that your products and services are available to everyone.

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5 Myths About Advertising on Streaming TV

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by Katy Treadwell

As one of the biggest emerging advertising channels these days, there’s a strong possibility that you may have already heard of advertising through streaming platforms, such as CTV and OTT. But with that, it may have also raised a few questions.

To help understand the potential of advertising on streaming TV, we’re debunking five common myths about it.

Myth #1: People 55+ don’t watch or subscribe to streaming TV services. 

In reality, even older adults who may seem less likely to “cut the cord,” are doing so in big numbers. In fact, a recent study conducted by TradeDesk found that 56% of US Households 55+ have already cut the cord, and 58% of adults 45-64 subscribe to at least 1 streaming service.  

Myth #2: The streaming audience isn’t big enough yet. The traditional TV audience is bigger. 

While yes, there are currently still an estimated 82.9 million cable subscribers in the US, streaming service Hulu has over 99 million viewers alone. On top of that,  Roku has over 53 million, Pluto has over 50 million, and Tubi has just over 33 million viewers… just to name a few.  And while the numbers for these streaming services and others like them continue to grow, cable is losing an average of 14,000 subscribers per day.  

Myth #3: People only use subscription based streaming services without commercials (like Netflix or Disney+).

False. More than 55% of all streaming users say that they prefer an ad supported service like Hulu, Tubi, Pluto, or Roku, over subscription based platforms like Netflix or Disney+. Why? Because they help keep costs down. This also applies to 47% of people 55+.

Myth #4: Streaming TV doesn’t produce results.

Big time myth! In reality, a recent study by Roku found that streaming TV provides a more direct channel and response than traditional TV.  In fact, the major grocery store chain, Winn Dixie, recently found that those who were exposed to their streaming ads were 56% more likely to visit their website home page, 76% more likely to view the store locator on the website, and 57% more likely to shop Winn Dixie online. How’s that for results?

Myth #5: Streaming TV is more expensive. 

Think of it this way… streaming ads are much more precise than traditional linear television. Streaming TV uses a more effective and efficient, Audience First approach, while traditional television relies on mass reach; meaning, a lot of wasted dollars. 

So what’s that mean in terms of pricing? Well, since you are only reaching the streamers who are most likely to be interested in your products/services, streaming TV pricing is based on the value of the audience, rather than the size.  This means that you can maximize your ad spend by ensuring that your ads are only shown to streamers who are most likely to be interested in your brand, all while reducing wasted impressions and dollars. 

If you are still curious about how video advertising through streaming TV can benefit your business, feel free to reach out to us! We’ll help build your audience and develop a strategy that will maximize your ad spend and give you long term results.

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The Youtube Algorithm Explained

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Looking to increase your brand’s YouTube video views?

We figured.

After all, people around the world watch over 1 billion hours of YouTube content every day – In fact, according to the Wall Street Journal, Youtube is on pace to eclipse traditional television completely. And what guides which videos those users watch, you ask? The all mighty YouTube algorithm.

The algorithm is Youtube’s system that elects videos for viewers based on two main goals – finding the right video for each viewer, and enticing them to keep watching.

This most likely leads to your next question as a business owner: how do I get the YouTube algorithm to recommend my brand’s videos?

In this blog post, Hootsuite does a great job covering what exactly the algorithm is (and what it is not), reviews Youtube’s most recent updates, and shows just how intensely YouTube’s search and discovery systems work to get the most relevant videos in front billions of relevant eyes.

Interestingly enough, the blog explains that according to Youtube’s founder Jawed Karim, the reason that the algorithm became relevant in the world of video content is because of the notorious Superbowl video of Justin Timberlake and Janet Jackson in 2005. Yes, you know the one. The platform was originally used to crowdsource video content of the event, leading to millions of people coming across the videos as the algorithm was optimized solely for clicks and views.

This evolved in to a plethora of misleading titles and incorrect thumbnails used to attract users, aka clickbait. Once user experience suffered due to unsatisfied viewers who felt they were constantly being tricked, the algorithm was updated in 2012 to recommend videos based on watch time to account for quality control.

Then in 2015, Youtube added mini “surveys” in the form of shares, likes, and dislikes so viewers could directly give their opinions on different Youtube videos they came across. This made Youtube’s experience much more personal to the end user, as the algorithm served videos that an exact user would be interested in, as opposed to what others were interested in.

Fast forward to 2021 and the discovery system for Youtube’s algorithm refers to videos that are shown through the Youtube homepage, search, and suggested video feature. Although all are unique, what ultimately ends up affecting your brand’s video view count is a mix of personalization (a user’s watch history), performance (the video’s track record of success), and other external factors, like the audience or market.

That being said, the way to get more eyeballs on your Youtube video content is to post content that is relevant to your brand’s audience.

Relationships are stronger than ever across digital platforms and at the end of the day, users want quality. This is why the algorithm will always prioritize quality over quantity. Align your video content with your target audience and the rest of your marketing strategy so that you can lean into exactly who you’re trying to reach with strong content that they will enjoy.

Then, once a user watches one of your videos, keep them watching by posting videos similar to that topic. Also be sure to stay relevant in your industry by engaging with your audience and other brands or businesses in your industry.

One more tip is to represent your content correctly, meaning doing your research to make sure your video descriptions really encompass what your video is about. It also helps to have an enticing thumbnail image that your target audience will find captivating (and not misleading).

Remember, be good to your audience and they will be good to you!

Check out the full guide here when you get a chance!

Interested in improving your YouTube video reach more? Reach out to us to schedule a strategy call. We look forward to helping you enhance your video marketing strategy.

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Building Your Business’s Brand Credibility

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Brand credibility can be narrowed down to the trustworthiness of a business’s product or service.

And in today’s world, brand credibility is everything. The way consumers view your business directly impacts word-of-mouth advertising and in essence, your sales. Thanks to the internet, even a seemingly small piece of bad publicity can affect your business by severely hurting your engagement, ratings, sales and more importantly, your brand’s reputation.

According to Forbes, brand credibility follows a cause-and-effect arc. This means that as a business, you do your best to maintain a good reputation through strategy, high-quality products/services and excellent customer service. In return, consumers, other businesses and search engines all help your business build brand credibility.

Springboard takes a deeper look at a few strategies that will help your business develop a good relationship with consumers.

Check out these five strategies will help move the process along in the right direction:

Read the Business Landscape.

Stay on top of trends that affect your industry. Companies that stay in the know will have a better chance to adapt to changes and stay ahead of the game.

Know What People Are Saying About Your Brand.

Stay on top of what people are saying about your business and keep all feedback in mind. Having a grasp on what consumers are saying about your brand will give you an idea of what you may need to work on.

Monitor Your Site Metrics.

Monitoring your website analytics is the best way to collect data that gives you a look into your customers’ journeys. Specifically, take a look at metrics such as bounce rate, average time spent on your site, and the channels that your audience is coming from. By setting goals, you’ll have a better understanding of what KPIs are relevant to your business.

Publish Quality Content.

Good quality content will add visibility to your brand and establish you as experts in your industry. Content is a universal strategy that will work for all business verticals. Start by publishing a blog relevant to your business – consumers will learn to relate your brand to your industry and see you as a credible source of information.

Embrace Transparency.

Being honest and transparent will always win over your consumers. One wrong move could damage your brand credibility forever, so be sure to stay real with your audience. If your business makes a mistake, own it and and make sure to make it right. This will pay off in the long run once your customers know that your business has integrity and reliability.

All in all,  it’s vital to ensure that your business embodies all things positive, credible, and reliable. But brand credibility does not build on its own. Once you commit to prioritizing your brand’s image, consumers will take notice. Reach out to us and let us know how we can help manage your brand’s reputation!

Online video stream with smartphone. Woman watching film on mobile phone with imaginary video player service.

Why Your Business Needs to Prioritize Video Marketing

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by Reed Congdon

Why should your business get used to video marketing? Let’s talk numbers.

Recently, Wyzowl completed their seventh annual report that covers trends in the video advertising landscape based on answers from both consumers and marketers. The report covers everything from video usage, platforms and spends to changes that have come from the pandemic, measurements of success and more. Essentially, it gives great insight into how brands are using video as a marketing tool.

To help you and your business evaluate how video marketing is evolving, we’ll break it down for you and outline some of the key points from Wyzowl’s report.

VIDEO IS HERE TO STAY

According to the report, 86% of businesses use video as a marketing tool. This percentage has continued to grow year over year as video has gained momentum as one of the most engaging ways to reach audiences of all demographics. A whopping 93% of the businesses who do use video marketing say that it’s a vital part of their marketing strategy. 

THE EFFECTS OF THE PANDEMIC

We all know how unique last year was and it’s no surprise that the pandemic has had a ripple effect that has transformed almost every aspect of life. This includes advertising. According to Wyzowl’s report, nearly half of marketers claimed that the pandemic affected their video marketing plans, with almost 75% of those marketers saying that they are much more likely to use video as part of their marketing strategy.

Why, you ask? It’s because of the consumer.

68% of consumers say the pandemic has impacted the amount of video content they’ve watched online, with nearly all of them (96%) saying this has increased throughout the year. Check out how the pandemic has specifically effected the use of Connected TV in advertising.

VIDEO AND THE CONSUMER

In terms of how your audience feels about video content – it’s safe to say that consumers would rather watch a video to learn more about a product or service than reading it through a text resource. In fact, 69% were on the same page when it came to this. If you want to increase brand awareness, it seems as though infographics, text manuals, and demos are a thing of the past.

And if you want to talk about conversions, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

MEASURING SUCCESS

Now, before diving into any marketing campaign it’s important to outline what your measurement of success looks like. If you’re new to digital advertising, your first instinct might be to relate the amount of sales a campaign generates to the success of a campaign. However, Wyzowl’s report suggests that only 29% of marketers felt that sales were the main goal of their video campaigns. On the other hand, 63% of marketers agreed that video engagement (completed view rate, likes, shares, comments) was the most important measure of success for their video marketing campaigns. All in all, businesses want to see their target audience engaging with their content, especially when they’ve put the time and resources into creating it. 

Hopefully by now, you as a business owner have realized that video marketing is one of the most effective ways to reach an audience. With all the different video platforms available, from connected TV and over-the-top streaming, to instream and social media, it’s no wonder that brands are chomping at the bit to utilize them to get their messaging in front of their audiences – because it works.

If you don’t know where to start with video advertising, feel free to reach out to us! We’ll help you build a strategy that works for you and your business.

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A Small Business Owner’s Guide to Paid Social

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by Reed Congdon

As a small business, using social media as a marketing tool may seem overwhelming at first. As a consumer, the ads you see pop up on your social platforms may seem to be only from the big name brands and leave you wondering, “how can my business compete with those guys?”

Well, the truth is that you don’t need to. The two main benefits of paid social is that it A) fits virtually any budget and B) has enhanced targeting capabilities that allow you to reach your target audience, and only your target audience. On a local level, this means that any budget you spend advertising on social media will be used to reach the people who matter the most to your business.

A good paid social media strategy will do wonders for amplifying your reach, boosting brand awareness, and eventually leading to conversions. There has never been a better time to dive in and get started!

But before you do, keep these five tips in mind when developing your first paid social strategy:

Determine your Budget

Paid social media is a cost effective way to reach your audience and promote your product or service. The reason is that platforms such as Facebook and Instagram use a PCP (pay-per-click) model, where you’re only charged when a user clicks on your brand’s ads. This tactic aims to reduce budget waste. How much should that budget be? A good practice is to start with a small investment, then gradually increase your budget once you have an understanding of what is working.

Hootsuite outlines the fact that according to the Business Development Bank of Canada, a common rule of thumb is that B2B companies should allocate 2-5% of revenue on marketing, while B2C companies should spend between 5-10%. The portion of this budget allocated to paid social should depend on the other marketing initiatives your business is implementing.

Define your Target

Arguably, the most important aspect of your paid social campaign is targeting the right audience. Strategize who exactly your target audience is, then how best to reach them. To be blunt, start by asking yourself which groups of people will generate the most sales for your business. 

Pro tip: you can get a good idea of this by doing an audience analysis through your website analytics. Not sure where to start? We’re happy to help with this!

Once you have an idea of who your target audience is, you can set up your campaign targeting to reach them. Facebook has a ton of data available at your fingertips. First-party user data, for example, can tell you where users live, their ages, and even what their interests are. Use this to your advantage to reach those who would be interested in your product or service. Did you know there’s even a way to target users who visit specific locations and serve them ads on social? Mobile-to-social advertising is one of the most effective ways to capture a local and relevant audience.

Set your goals

Determining whether or not a social advertising campaign is successful all stems from finding the “why” in your advertising strategy. Start by outlining your business objectives. The goals of your paid social campaign should align with these objectives. Once you have these down, map out exactly what KPIs you’ll measure to make sure your campaign is on track. By outlining exactly what you’re trying to accomplish with your paid social strategy, you and your team will have a clear understanding of which metrics to watch when monitoring it.

Choose the right platforms

When deciding which platform to advertise on, the first thing to keep in mind is to make sure you are using the social platforms that best depict what your business offers. Instagram and Facebook for example, require visually appealing content to break through the clutter, so be sure that your creative is up to par. The second thing to assess is who is using each platform. Go where your audience is! Do some research on the demographics of each platform and figure out which ones your target audience uses the most. Snapchat, for example, is a great way to reach and capture a younger demographic. Check out this quick guide on choosing a platform that’s best for your business.

Optimize your campaign

Finally! Once your campaign is up and running, keep a close eye on it. The beauty of social platforms such as Facebook and Instagram is that they offer in depth analytics of your paid social campaigns at no cost to you. By monitoring the analytics of your campaign, it takes the guesswork out of what is working or not for your business. With this understanding, you can optimize your future campaigns and use the tactics that are proven to help you reach your goals. Remember, practice makes perfect! Insight is invaluable when it comes to developing social advertising strategies. 

With these tips, you should be able to get rolling with your first paid social campaign. But, as you may come to find out, the capabilities of these platforms can span much wider than what we’ve outlined here. To take a deeper dive into the power that paid social harnesses, feel free to connect with us and we’ll  help you build a social media strategy that works for you and your small business.

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Navigating Your Brand’s Social Presence without Vanity Metrics

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by Michael Burnley

As always, there are a ton of fun changes afoot in the world of social media. TikTok for example, is teaming up with Sirius XM and Pandora to create a “trending” radio station for the summer. Facebook and Instagram are also removing like buttons…

WAIT. Facebook is removing like buttons?

How am I supposed to know if people “like” my brand without vanity metrics?

Well, try thinking of it it this way: we used to be obsessed with the likes we got on pages and posts. We treated them all like tiny particles of gold dust in the hopes that eventually they could eventually transform into bars of gold, or revenue at the least.

But no Vanity Smurf, that’s not what likes translate to anymore. For the most part, your brand’s followers are most likely just mindlessly scrolling through their social platforms tapping that ‘thumbs up’ or double tapping a photo as fast as they can, then scrolling to the next image or video in a viscous thumb numbing cycle. 

Without a cohesive social media strategy, likes and follows are now rendered down to simple vanity metrics.

Basically, vanity metrics don’t mean anything if they’re not converting into sales in the backend.

So if likes aren’t valuable, whatever will we do without vanity metrics?

Well, put your mirror down and get to work.

If you follow some of these easy steps, you can be sure to see a boost in your business’s social presence without focusing on vanity metrics:

Account Optimization –

To get started, check out your business page’s logo, profile images, about sections, taglines, slogans and links. Are they aged? Up-to date? Do they link correctly to your site?

Social Search ability –

As social profiles begin to proliferate in Google searches, how you use key words, phrases and #hashtags in your business’s social bios can increase your brand’s chances of landing in those coveted spots. Be sure to complete your bio and your about sections. And be descriptive.

Content Strategy –

Organize your brand’s content and postings. Create a content calendar to establish a consistent posting schedule. Here is a link to the best times to post on social media platforms (Thanks Sprout Social!)

Individual Posts – 

Write content that reflects your business’s voice, tone, branding, current promotions and initiatives. Be sure to include appropriate #hashtags, keywords and calls to action.

Link Optimization – 

When posting, make sure you link appropriately. Simple hashtags, @s and appropriate weblinks help to round out your posts and increase engagement.

Areas of Engagement  – 

When posting, encourage engagement – pose questions, polls and other open ended calls to action to increase feedback from your audience.

Performance Checks – 

In Facebook Business Suite, you can check the performance of previous posts, identify the best performing ones and figure out what/why they worked based on your KPIs to see what you can do to increase your brand’s engagement in the future.

See? Not to fear, shedding your vanity and focusing on other metrics like engagement, shares, and comments will help you create more thought provoking and relevant posts, which in turn will increase your brand’s followers and engagement both on social and across the web. 

If you’re still wondering how social media can still benefit your business without likes or follows, feel free to reach out. We’re happy to build out a social strategy that will work for your business.

Laptops on pink background

What Does Apple’s iOS 14.5 Update Mean for Advertisers?

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by Katy Treadwell

Apple recently updated its iOS system. What does that mean for your advertising strategy?

Well, going forward Apple users will have to grant permission to apps and/or sites to use their data with the new iOS update.

Your gut reaction as an advertiser might be, “Oh no! No one wants to be tracked. No one will ever opt-in! How will my brand reach its target audience now?” 

In part, that is a valid concern. If I asked a hundred people, “Hey, can I use your data to track your behaviors and locations,” I bet every one of them would say, emphatically, “NO!” 

But, not to panic – we’ll give you some not-so-secret insight. As long as a user has allowed permission to at least one app or site, advertisers are still able to receive signals, such as location, along with other data from that device. With this, the chances that an individual has opted out of every single app or site are pretty slim.  It’s really that simple.

Consumers typically choose to opt-in to apps and sites that they like and trust because they want the information that those sites provide and they also find them useful or helpful. 

To put it into perspective, think of your own phone, tablet, or laptop. Don’t you usually want to receive information from your weather app, banking app, music apps, travel apps, food ordering apps, or news and information apps? If you receive push notifications from any of these apps on your phone, then you’ve given some level of permission. 

The idea is that it only takes one greenlight for permission with the new iOS update…and most people have many.

So, if a user gets notifications about breaking news, updates on the weather, their favorite sports team, or their upcoming travel plans, that means they’ve also given their permission and the iOS update essentially becomes obsolete.  

For advertisers, perhaps the most important thing to remember about the new iOS is that it will NOT prevent any users from receiving ads. 

In fact, even after the iOs update, the end-user will most likely notice no difference in his/her online experience or the ads he/she will see in apps or on websites.  For example, If you are a foodie and regularly see ads for new restaurants or recipes online, you will continue to be served relevant ads that relate to what you’re interested in, like the newest cooking supplies or a hot new restaurant. If you’re a huge sports fan, you’ll still see ads that may peak your interest in your favorite team’s newest merch. 

In reality, the Apple iOS update actually gives the power back to the user… And we feel like that’s a good thing for everyone. 

Man browses Website

If You Build Your Website, They Will Come! (So You Hope)

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As business owners probably realize, building a website it slightly different than building a baseball field; after all, you are not Kevin Costner and this is definitely not 1989. 

The idea that building a destination will entice people to show up may have worked in the once popular movie “Field of Dreams,” but unfortunately this mindset will not work for your business’ website.  It’s 2021, and by now it is known that in business, a website is a necessity and no longer an option.  You may be (not so) shocked to know that the average American spends over six and half hours online daily according to GWI. With all that time spent online and the endless websites to navigate, you have to ask yourself:

Do you as a business owner take a proactive approach to direct potential customers to your website?

Surprisingly, many do not take advantage of all of the opportunities that are available to your business online.

So, how do you get the ball rolling? These days, it isn’t enough to build an amazing website if you never tell anyone about it.

Take for example a business owner with a brick-and-mortar business. He/she would never dream of opening a brand new location just to throw a tent over it. To draw attention, they’d get flashy signs that can be seen from the road or put their business’s contact information on the side of their car and drive it all around town. Nine times out of 10, they’d also add their brand’s logo and info to a business card to hand out at networking events. If we really want to get retro, they would even make sure that their business was listed in the phone book!

With all of that being said, you have to remember that your website is a digital extension of your business. Why wouldn’t you put the same effort in getting it noticed as you would for a storefront?

Did your heart start pounding a little faster just now, thinking of all the available ways for you to get started marketing your business to the digital world?  That’s okay, it can be overwhelming.

But we’ll  let you in on a little secret… you don’t have to use each and every marketing solution for your business and you don’t have to spend an astronomical amount of money to get the job done. 

Strategic planning and identifying your target audience is a great place to start. The best part of that is that you also don’t have to be the expert in this. Feel free to reach out to us and let us help you start identifying your audience and building your own digital field of dreams.

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