Weekly Digital Update March 27, 2017

March Madness

From the Elite Eight, it's now down to the Final Four. Who will it be? The team who has won 5 NCAA championships? One of the 2 teams who have never been into the Final Four? Or the team that hasn't been to the final four since Roosevelt was president?

Aside from March Madness, last week's headlines included Leafs being on a winning streak (until they played Buffalo on Saturday), the Feds delivering their second federal budget, and Trump saying 14 false things in an interview about how he says false things (confusing, I know).

What made headlines at SMM? ICYMI the sales meeting included updates from the digital product team and Audience Solutions. Oh, and if you are wondering where we left off last time, here you go.

Spring Has Sprung!

Even though parkas are still required. Check your calendar, spring is officially here. Not digging the cold? Neither are High Park's newest critters: 3 baby capybaras. Remember Bonnie and Clyde? They are the infamous High Park Zoo escape artists, who have added 3 little bundles of joy to their capy clan. They will also be staying inside until it warms up.

Speaking of bundles, this week the digital product team introduced a new Native Performance Bundle.

Let's take a step back: What is Native Advertising?

Quite simply, it's a piece of content distributed to an audience through a publisher platform in a way that does not disrupt the user experience of that platform.

Why do Native Ads work for advertisers?

Wondering why native is something your clients should do? Here is a great read highlighting 5 reasons why native advertising works. TL;DR? Highlights below.

  • People engage with native ads as they do not look like standard ads that are trying to capture the attention of the visitor.
  • If they are in the flow of the content they are viewed as much as editorial.
  • Great for branding, as it builds trust around your brand (when it's done well!)
  • Drive purchase and search.
  • Leverage the strong brand identity of the publisher.

For the new bundle, which ad units have we included?

  • Inline Native Ad units
  • Featured Advertisers

Examples below...

What's great about it?

  • This combination of ad units is placed throughout the site and adjacent to premium and brand-safe content.
  • Your advertisers can use the units to drive traffic to their content program on thestar.com or directly to content on their site (subject to the content team's approval).
  • Can target by context or behaviour.

Want more info on the bundle, rates, and restrictions? Check out the updated product deck - slides 26 & 27 in particular.

The Apple Doesn't Fall Far From the Tweet...

These days, it should come as no surprise that headlines last week had a healthy dose of Trump. One of the highlights? Trump Jr. is following in his dad's footsteps and using the same social media tactics when responding to world events (hint: it was not well-received).

Speaking of following, do you ever feel like the ads you are seeing online know exactly what you are interested in? From travel destinations, to those shoes you looked at but couldn't commit to, they seem to follow you everywhere online until you finally click "proceed to check out".

Coincidence? Nope. It's a little thing we covered in our sales meeting last week: Dynamic Remarketing.

What is Dynamic remarketing?

According to our friends at Google, remarketing ads let advertisers show interested users relevant content or products from their site. This could include items related to what they were browsing, top-performing items, as well as items based on their purchase history and demographics.

It is considered "dynamic" because there is only 1 ad creative, but the message is dynamically generated depending on the user.

Any other reasons to use remarketing?

Of course! Here are a few other reasons to use remarketing (full read here)

  1. Ad content is relevant and fresh since the creative is shifting and changing based on browsing history.
  2. You can contextualize ads based on the page content they are currently viewing or on a user.
  3. It's efficient - you create 1 single display ad that changes dynamically to the right user with the right message.
  4. Target the consumers that you want to continue the conversation with - those who have viewed items or even abandoned their shopping carts.

How does it work?

  • Client supplies a feed that includes all products or services along with details about each item such as images and prices.
  • Client site is tagged to associate visitors with the feed items they viewed and visitors are added to remarketing lists.
  • When ads are shown to people who visited the client’s website, details about the items they viewed or similar items are pulled from the feed into these ads.

Important things to remember

  • Minimum 4 weeks lead time
  • Focus on eCommerce clients
  • Google Merchant Centre account or an existing inventory feed
  • Client to provide creative shell. Or Eyereturn can build for additional cost.

What You Need to See

The way we shop is changing. Going to a store to pick out a new outfit is not something we always do - most shopping can be done from the convenience of your couch, or on your commute home.

What if you aren't sure of your size or how it will look on you? What if there was a virtual solution that would save you from having to go into the store?

Check out the video below to learn more!

One more thing before you go...

Our newsletter is getting a makeover! If you have any suggestions on names, format, or information you would like to be included, drop a line here.

Have a great week!

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