Forrester New Wave™ Report: Account-Based Advertising Platforms
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Digital Advertising Platforms
Digital advertising platforms streamline the process of creating and managing digital ads. In the early days of the internet, advertisers had to purchase space on individual websites. They then had to manage all of their sites individually. But digital advertising platforms make it possible for a company to advertise at once on a larger advertising network. Today, programmatic advertising platforms make it possible to bid on ads and acquire them automatically, follow clicks and conversions, and generally advertise without a significant time investment.
A brief online advertising platforms list includes Google, Bing, and Facebook. These are big names and big networks. Sites that choose to have Google, Bing, or Facebook ads on them don’t select the ads manually themselves. Instead, Google, Bing, and Facebook will push ads to them from their advertising platform. And there are all types of ads: you can have a text, image, or video advertising platform. Today, one of the major differences is whether the ads are seen on desktop or on mobile.
Programmatic advertising explained: rather than having to manually negotiate advertising contracts, find your audience, and place your ads on websites, everything is handled automatically. You set a budget, and then the system decides how often your ads can be shown to meet that budget. The programmatic advertising software even tries to figure out how to improve your success, because the advertising platform itself makes more money the better it performs. Thus, when choosing an advertising platform, you’ll also be looking at its programmatic advertising tools. These tools are going to be critical to getting good results.
B2B advertising platforms are similar to B2C advertising platforms. Both B2B companies and B2C companies are likely to rely upon Google. But it isn’t just limited to Google; there are a multitude of types of advertising platforms, which include more niche platforms. For instance, a company that sells B2B software might want to advertise primarily on LinkedIn rather than Facebook.
The best advertising platforms 2019 remain Google (which is ubiquitous) and social media platforms, such as Facebook, Instagram, and Twitter. Twitter remains one of the major advertising platforms for B2B sales, as quite a lot of B2B knowledge is distributed through it. Advertising platforms examples can range from a small platform that only exists on a specific site (such as Twitter’s ads), or large all-encompassing platforms that are seen everywhere (such as Google’s ads). Thus, advertising platform definitions can vary, and exploring different advertising platforms and their features is important. Let’s learn more about programmatic advertising platforms 2019 and how they can improve your B2B sales.
Why is Google Ads so ubiquitous? It’s because Google itself is so powerful. More people use the Google Ads advertising platform than any of the other top ad networks. Google Ads are seen both within the search engine (which is by far the leading search engine) and the sites on the Google Ads network. Further, the programmatic advertising Google provides is by far the most advanced within the industry. The Google programmatic platform is intuitive, affordable, and can help any marketer immediately pare down to the audience that is most likely to be interested in their products.
Google Ads is at the top of the list for top ad networks 2019 and the best ad networks for publishers 2019. It’s also at the top of the best mobile and the best native ad networks 2019. If there’s a single digital advertising platform that a business uses, it’s going to be this platform.
You can use Google to:
- Display search ads in-line with other search results.
- Display ads on the side of a search results page.
- Display banner, text, and video ads on websites.
- Display banner, text, and video ads on mobile apps.
- Display banner, text, and video ads on other sites, such as YouTube.
And Google’s powerful analytics will tell you how you’re doing with each type of ad,, and will even generate ads for you based on your content to see which ad is most effective.
But that doesn’t mean that other advertising platforms don’t have their merits. Often, businesses want to be able to run on multiple major advertising platforms. In addition to Google, one might also run on Facebook or on Bing. Social media platform advertising is still incredibly powerful, because many people spend their internet time on social media rather than on the open web. Thus, Google is a component to a digital advertising campaign, but it’s not necessarily the only component to a digital advertising campaign.
Let’s take a step back and discuss the world of advertising itself. Let’s take an example of traditional, offline advertising: billboards. Billboards are probably the closest experience to an online advertisement today, and it’s one of the types of advertising media that people are still very familiar with.
A billboard is priced thusly: How many people are likely to see it and respond to it? But that calculation is complicated. It takes into account a number of factors: how many cars drive by, how long the billboard will be up, how many of those cars are actually likely to see the billboard or be within the target demographic, how much the average household earns in the area, and so forth. For a billboard, these calculations are done well in advance, and then the advertiser pays for the amount of days that they want the billboard up.
But, when it comes to types of online advertising, it’s not possible for a person to calculate those rates on-the-fly. Web traffic varies tremendously from day-to-day, and you aren’t dealing with a single highway: you’re dealing with potentially millions of websites serving ads.
Thus, the types of advertising strategies that work for offline ads don’t usually work for online ads, and the types of advertising campaign must also vary. While someone might pass by the same billboard every day, it takes a lot more work to make sure they’re passing by the same online advertisement every day. This is where advertising platforms and programmatic advertising comes in.
Today’s major digital advertising and social advertisement examples rely on touching base with a single potential customer multiple times, to build up brand awareness and curiosity. Marketers need to learn programmatic advertising if they’re going to be successful: the ability to automate decision-making processes related to the company’s advertisements. Programmatic advertising makes those decisions for the advertiser: where is the market going? How much should be bid for each ad? Programmatic advertising 2019 is not optional.
But it’s also not necessarily important to take an entire programmatic advertising course to follow programmatic advertising trends. One of the major benefits to a platform like Google is that it has all this stuff baked in. While you can (and should) still take a look at a programmatic advertising for dummies PDF, the platform itself is going to manage most of your programmatic buying methods for you. What you need to be aware of is your general, overarching strategy, more than how the technology itself works.
Digital Marketing Company
Is your company ready to hire a digital marketing company? Or do your higher ups still need some convincing that digital marketing is important? While you can start looking at the top 100 marketing companies and throwing out digital marketing company names, you also need to make sure that your C-suite understands why digital marketing is so important.
Foremost: it’s about revenue. Digital marketing is revenue generating, but you need to have a plan to show your ROI. Before you start throwing out digital marketing company names, you need to have a proven plan to increase the company’s returns. This process starts by taking a look at your current advertising strategies, and determining how much marketing spend you would need to capture additional revenue.
Take a look that the ROI for your given industry, as digital advertising tends to vary tremendously based on the industry that you’re in. In addition to that, look at your marketing budget. Digital marketing works best when budgets are high. a $2,000 spend might capture nothing at all, while a $5,000 spend might double the money. This is because of saturation: digital marketing is most effective when you’re able to interact with customers repeatedly.
But how do you find the top marketing companies 2018 or 2019 to work with? Get a little creative. Look at top marketing companies to work for, or companies that have won awards for being innovative. There are a tremendous number of marketing companies available, but you want to find the ones that are going to give you the best customer care. That’s generally going to be the companies that are well run and authoritative within their space, not just the ones that are most visible. And, of course, you want to look for a marketing company that also is well-marketed itself.
Top Digital Marketing Agencies
If your company doesn’t do digital marketing, it’s better to hire an agency. Managing an advertising strategy takes work and time and advertising strategies change radically. The top digital marketing agencies available often work nationally or even globally, so you can work with them regardless of where your business is.
What will some of the top digital marketing agencies in USA do for you? They will be able to construct a complete digital marketing strategy for you, including the types of ads that you use, the budget that you need, and the audience that you’re reaching out to. They will be able to build your online presence and your social media for you, so your business can concentrate on running itself. There is a list of digital marketing agencies in USA that you can research online, all of which work with the best advertising platforms 2019.
Digital advertising solutions companies do more than just creating a digital marketing campaign for you; they manage your social media accounts. This can take a significant amount of work, and it isn’t always intuitive how to build the best social marketing strategy. And that’s why working with the top marketing agencies in USA can actually save you money.
As with many things, you’re often better off leaving it to the experts. Most digital advertising companies will be able to show you how they essentially pay for themselves. Advertising expenses are expenses with a positive ROI, and digital marketing in particular tends to have a cumulative result. As your company’s marketing grows, it will also start bringing progressively more people into your business, and these people will become not only customers but brand advocates and word-of-mouth advertisers.
Digital marketing is important to the modern business, and programmatic advertising and advertising platforms make it easier than ever to get started. But despite that, there are still some roadblocks ahead for companies that have never invested in their digital marketing strategy. An agency can give you a boost and start your company off on the right foundation.