Every Tuesday, the media department delivers digital news, insights and trends directly. We break down buzzwords, provide our POV on current events and share forecasts with our fellow forward-thinking digital marketers. R&R Partners is built on a foundation of unwavering integrity, fierce loyalty, hard work and the relentless pursuit of success for our clients. Success involves being up-to-date on this rapidly changing landscape.
Digital Digest – November 8, 2017
Holiday Ad Fraud
While ad fraud has certainly been a topic of conversation this year, it’s only going to get worse. With more people on the internet looking for that perfect gift for Mom, we advertisers tend to increase ad spend to target these engaged consumers. Fraudsters use this time to take advantage of the increase in inventory. It’s estimated that total ad fraud losses for 2017 will be around $6.5 billion, with around $3.5 billion of that happening during peak holiday demand. So what do we do? It’s important that we hold ourselves and our partners accountable. We need to be sure we’re including brand safety and bot traffic fraud exclusions to each of our buys. Using partners such as White Ops and DoubleVerify will allow us to be confident in our campaigns and to keep our clients safe and sound this holiday season.
Thoughts by Lauren Medina, Programmatic Specialist
If You Get a Lyft in “Strange Mode” This Weekend, You’ll Enter the Creepy World of Stranger Things
I’m sure we’ve all already binge-watched the second season of Stranger Things, but if you don’t already know that the second season of the show is out, you’re probably living under a rock because its advertising is everywhere and pretty on point. Leading up to Halloween this weekend, Netflix partnered with Lyft and creative shop Deeplocal to create the immersive and startling “Strange Mode” on the ride share app in Philadelphia and Los Angeles. If users opted into Stranger Mode, they were met with a car full of slugs, waffles, lights turning on and off, glitchy Lyft directions, and people in hazmat suits. Lyft also created an in-app experience nationwide with Stranger Things themes incorporated onto the app’s user interface − a creepy and awesome way to combine digital and experiential marketing.
Thoughts by Riley Deang, Assistant Media Planner/Buyer
Google Is Finally “Hooking up” – with Someone Else
Advertisers have been asking, and Salesforce will be the first to test. Google will integrate with Salesforce so that advertisers can access both companies’ data analytics to achieve more personalized (and likely more efficient) marketing strategies.
In theory, Salesforce customers will gain access to Google’s data regarding its consumers’ web/search behaviors, which can then be used to fine-tune email, and push notification and SMS campaigns.
In one example of what marketers will now have access to, an electronics retailer could now target someone who has searched and looked at new TVs online with an email campaign encouraging them to come into stores to see the TVs in person. Conversely, a brand can also hone in on people who have opened up an email campaign with Google ads. Hoping this integration leads to better attribution modeling across tactics as well.
Thoughts by Jessica McKesey, Media Supervisor
Breaking Down a Buzzword: Transparency
Transparency means being open and honest about your business practices. Transparency is something we talk about a lot.
We practice transparency by giving our clients access to their analytics dashboard and having monthly conversations with them to discuss everything we’re doing to constantly improve their marketing ROI.
Broken down by Trisha Stecker, Digital Associate Media Director
Media Terminology: Index
A percentage that relates numbers to a base and details what is above or below average (100 index).