Internet marketing, as we all know, is an ever-changing field. The dynamics of the internet marketing change very quickly. Often, it becomes quite difficult for the internet marketeers to cope up with these changes in trends. On one hand, one has to cope up with the changing algorithms of the search engines, whereas, on the other hand, they also have to keep up with the latest tools and technologies. New tools regarding internet marketing keep coming, and each comes with its own pros and cons.
However, in this article, we would be discussing and comparing two of the most popular tools, especially by the leading companies for their Ad operations in London and UK. One is the Facebook’s Atlas, whereas the other one is the DoubleClick by Google.
One of the main advantages of the Facebook’s Atlas is that it relies upon the Facebook’s user data to effectively identify and target the relevant users. This is something that has changed the paradigm of the internet marketing as previously, cookies were mainly used for this purpose. However, as we all know, cookies are a news of the past, and no one relies upon them anymore. Moreover, cookies also present a number of other problems such as mixed or false information.
If one computer is used by three different people, and two of them remove their cookies, the cookies would suggest that only one person is using the computer, and would also indicate that person’s age and gender. However, with the Facebook’s real time user-data, we can now target the audience more effectively and accurately than ever.
Atlas allows the marketers a simple but effective solution to their internet marketing needs. The media console by Atlas allows the marketers to quickly add, remove, or modify content from their campaigns. This allows them to maximize their returns by making changes whenever and wherever they deem necessary.
Facebook’s Atlas has also incorporated an innovative tag system that allows the companies to track their visitors, and the data regarding their engagement in the ads. Moreover, it also provides information regarding the user’s purchasing habits, which allows the marketers and companies to re-evaluate and re-design their strategies to target the users more effectively in future. This provides a great advantage as the companies can custom tailor their campaigns to target each of their user individually.
DoubleClick is the second one in our list of marketing tools to discuss today. DoubleClick comes from the famous internet marketing giant: Google. The factual figures and statistical data show that the DoubleClick still remains to be the most used internet marketing tool by the internet marketers which makes it the dominant force in the ad tracking platforms.
According to the information based upon the websites crawled by Datanyze, DoubleClick takes the lead by staying on the #1 positions in the ad servers category, whereas the Facebook’s Atlas stands at #4. The difference in the number of sites using both tools is also quite huge.
About 2,158,895 websites used DoubleClick, whereas the number of websites using Atlas was just 145,189. Among these, 245,189 were in the Alexa’s list of top 1M which used DoubleClick, whereas those which used Atlas was just 26,068. Similarly. 34 websites in the Alexa top 100 were DoubleClick websites, whereas, only 12 in the same list used Facebook’s Atlas.
Apart from these figures, the shift of users towards DoubleClick has also returned to normal after noticing a little drop in the favor of Atlas recently. This indicates that though the DoubleClick took a momentarily hit from Atlas, it has regained its popularity.
In terms of targeting the audience, the DoubleClick allows the users to refine their target area continuously based upon the demographics. This saves a lot of money of the user by ensuring that their money doesn’t get spent in the wrong place.
The DoubleClick platform also tracks the performance of multiple campaigns simultaneously, and provides clear feedback regarding each campaign. It also displays the financial information clearly, allowing the companies to gain an edge for managing their finances more effectively.
Apart from that, DoubleClick provides multiple ways to its users to reach the target audience through mobile, video and banner advertising.
Conclusion:The benefits both of these platforms have their own advantages, as evident from the fact that teams of Ad operations experts at different companies for Ad operations services in UK comprise of both DoubleClick managers, as well as Atlas campaign managers. However, companies for Ad operations in London and UK do not rely upon the statistical data alone.
When it comes to the market share, the Doubleclick by Google definitely has the Facebook’s Atlas beat by having a significantly higher number of websites using it. Also, it allows the companies to reach more relevant audience through the performance tracking. This ability to constantly improve the campaigns, and such an active number of users gives the DoubleClick its strength. This is also what makes the DoubleClick stand at the #1 rank in the ad servers category based on all websites in the Datanyze Universe.
While the DoubleClick may have a significantly higher number of users than the Atlas, the Atlas has a higher ratio of websites in the Alexa top 100 (12/145,189), when compared to DoubleClick, who has 34/2,158,895). Also, a higher percentage of the websites with revenues greater than $1 billion use Atlas. Moreover, the people based marketing, cross device compatibility, and ability to connect both online and offline also give Facebook’s Atlas an edge.
From the start of digital marketing, marketers have been tied to using cookies to measure and target digital ads. Cookies are basically a bits of code from web browsers, known to generate approximations of how many people view a digital ad, inaccurate estimates of how many times any given individual sees an ad and not to forget the shaky measures of clicks and sales. Well, not long ago, Facebook’s Atlas have taken over the old outdated cookie system. Actually, today’s ad measurement mostly rely on cookie tracking but the technology doesn’t work well for modern marketing campaigns. Facebook acquired the “Atlas” from the Microsoft in February 2013. So far Facebook has been limited to offering ad placements that are actually on their platform but now with the launch of Atlas, any website can insert their ad that can be targeted by Facebook users’. With Atlas, Facebook is trying to bring the same targeting and measurement capabilities that have been effective on its platform, to the web and apps finally. In addition to Facebook’s existing ads offerings, Facebook introduces it as a people based targeting and measurement tool capable of measuring ad performance across most digital channels and devices.
Nowadays, every sale depends on its advertising so having an accurate solution provider for people based targeting is important to advertising industry. Facebook has the best identity data of any media channel, enabling personalized marketing at scale. A Facebook conversion pixel implemented on an advertiser’s website tracks whether people converted within 1, 7 or 28 days of viewing or clicking a Facebook ad. The ability to use precision targeting to provide a relevant ad experience that is measurable across devices makes Facebook a powerful ad channel. A key downside before the re-launch of Atlas was that all these capabilities were applicable primarily to Facebook’s own media properties. Facebook has high hopes for the new offering, claiming it will change the way marketers’ measure and ultimately target their ad campaigns. Facebook’s big pitch around Atlas is the concept of “people-based marketing,” or the ability for marketers to use it to measure which ads have been displayed to specific users. To date, marketers have tried to understand which users have seen their ads by dropping small pieces of code on their computers called “cookies.” The problem with cookies is they’re often inaccurate and unreliable, and they give an incomplete picture of the ads consumers are actually exposed to as they move around the Web. Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales. Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective. The company has been working hard to improve Atlas since last year and has included offline sales tracking and cross-device targeting to its list of features. The social giant says cookies “are flawed” because they do not work for mobile devices and are not accurate enough when it comes to demographic targeting or measuring the purchase funnel on various devices and browsers.
Basically, you can’t improve what you can’t measure. One of the real advantages of digital marketing is the fact that you get the power to measure everything and this is the reason why digital trafficking is so popular. In the end, it doesn’t matter how poor your conversion ratios are, more traffic will always result in more leads and ultimately more customers. If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. Referral traffic may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web. If you have a digital marketing business, there is one company who has expertise in this field, it is “Beyond Everything” which is located in UK and provides ad operations in London and UK. Beyond Everything Ad-operations team sits in the middle of the industry, dealing daily with media owners, agencies, direct clients, creative agencies & technology partners. Beyond everything are an Atlas experts with outsource adoperations services along with ad operations in London and ad operations in UK.
You can’t improve what you don’t measure. One of the main advantages of digital marketing is the fact you have the power to measure everything and this is why digital trafficking is so popular.
Let’s take a look at the metrics that should be keeping you up at night…
Monthly unique visitors
It doesn’t matter how poor your conversion ratios are; more traffic will always result in more leads and ultimately more customers. Whether you have a virtual adops team in house or you choose to outsource to a firm that specialises in ad trafficking services – London firms should always monitor this metric.
Search engine traffic
If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. This should be measured on a monthly basis by your team or firm – alternatively you could use a weekend adops cover from your digital marketing company for a more tactical approach.
This may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web.
Social media traffic is also considered as referral traffic so it is most definitely worth measuring success here.
This isn’t just a traffic metric but also an engagement one. So if you’re doing inbound marketing and your percentage of returning visitors is increasing then there is a good chance these users will turn into leads and future customers.
No engagement will always mean no leads and no customers.
Visitors to leads ratio
This is where ad trafficking services – UK based – can come in really useful! Converting visitors into leads is one of the main responsibilities of a digital marketer meaning it’s vital that this ratio is calculated on a monthly basis to really define the campaigns success.
Leads to customer ratio
There is no point in having leads or email subscribers if they don’t turn into paying customers. Again, this metric should be measured and analysed on a monthly basis to ensure you’re going in the right direction.
Customers to repeat customer’s ratio
It’s much easier to convince a previous customer to buy from you than a new one – so it is vital that you employ digital trafficking services to ensure you remain on top of this. If something isn’t working and if your customers aren’t coming back, you need to find out why.
It’s recommended that firms who take their marketing campaigns seriously employ a reliable digital trafficking company who has the knowledge, tools and experience to help you find out what’s working and what isn’t, for ultimate business success.
Measurement is what transforms marketing from a superstition into a science and that’s why it’s crucial that British firms choose to take on ad trafficking services. London is a hotspot for thriving businesses, especially those who want to geo-target their audience with ads and PPC campaigns and therefore maintains its position as the hub for ads.
Here are 10 marketing metrics that you should be measuring via your ad trafficking services. UK businesses are becoming more competitive by the day, so it’s vital that you, as a business person, understand how your ads are faring.
1. New sessions
This metric is often found on Google Analytics and will inform you of how many new and recurring visitors your website is getting. This is a fantastic metric to use when making decisions regarding your website as it can directly link to sales and enquires.
It will also tell you if any recent changes you’ve made to your site are working from a user perspective.
2. Total visits
While your main website should be the primary target for customers, you can also use this metric to analyse the effectiveness of any landing pages you have PPC ads linking to. By ensuring this is measured correctly, you will gain the “bigger picture” of how well your ad campaign is driving traffic. This is something your ad trafficking services London will provide you with on a monthly or even weekly basis.
3. Channel specific traffic
This again is found in your Google Analytics and will inform you of where your traffic is coming from. This metric is extremely important if you are also running social media ad campaigns as it will allow you to understand how successful they are.
4. Total conversions
This is one of the most important metrics in terms of understanding the profitability of your ad campaigns. Depending on how your site is built and whether it’s an e-commerce website, you will be able to see this directly from there, otherwise you will be able to find the information from your ad trafficking service provider.
5. Bounce rate
The bounce rate will tell you the percentage of customers who leave your website before exploring it. An average bounce rate should stand at around 40% and; anything higher simply means that the user isn’t finding your website relevant to the search they made into the search engine.
6. Customer retention rate
This can be difficult to measure if the “checkout” phase of your website is a long one. However, e-commerce platforms or subscription based services will be able to calculate and measure customer retention by working out how many of your customers return to purchase again. Understanding this can also help your business judge the value of an average customer.
7. Lead to close ratio
While this is more a measure of your sales success than your marketing prowess, it’s still important to understand how many of your enquiries turn into sales.
8. Customer value
Again, this is a difficult metric to work out but it will help you understand your return on investment and can be calculated by your ad trafficking services. London firms especially need to work this figure out in order to really compete in the capital.
9. Cost per lead
Now, this figure will depend on your ad campaign and how competitive your ads are. For example if you are running PPC on “red shoes” the cost per lead will be a great deal higher than “red heeled shoes in London”.
It’s important that you understand the cost per lead in order to calculate how much profit you are making.
Working out your return on investment (ROI) is vital, why else would you be running a marketing campaign if you didn’t want to make money? Again any professional ad trafficking services, London based, will be able to help you with this figure.
Measuring your marketing strategies is vital and can be simply achieved when using inexpensive ad trafficking services. London businesses; it’s time to get involved in the competition!
The Interactive Advertising Bureau (IAB) has launched their new IAB Digital Data Solutions Certification Programme, aimed at ensuring that digital marketing professionals and ad operations in UK businesses are capable of data management.
This new certification is vital for businesses in ad ops as it is a sector which demands a critical eye and data expertise due to the industry being largely dependent upon data driven marketing techniques, such as programmatic buying and selling.
The overall aim of this certification is to lay the foundation of guidance to all marketers, publishers, vendors and agencies, ensuring they have the expertise required to make interactive advertising much more efficient.
Experian becomes the first to try out the certification
Experian Marketing Services – the leader in data analytics and marketing technology – will become the very first organisation to put their ad operations in London along with their programmatic teams through the programme.
Why have Experian decided to take part in this new certification? Due to the complex amount of information readily available today, advertisers need clarity and assurance and this, they believe, will be gained through the IAB certification.
With data convergence fast becoming the most important change to be made in marketing and advertising since the digital revolution, the IAB programme is set to teach ad operations in UK businesses the skills required to achieve their goals in the new digital media world.
Ad operations teams need to stay ahead of the game
This new IAB certification is without a doubt a clear reminder that ad operations in UK organisations must stay ahead of the game and remain up to date with the latest tools and trends spanning the data landscape.
The new IAB programme will teach such professionals the following:
· How to establish data policies
· Managing data supply
· Creating data products
· Development client data solutions
· Activating data integrations
· Data analytics
The course won’t include any formal coursework however, the IAB are planning on offering basic and advanced data classes in the upcoming future to ensure that all ad operations in UK organisations are up to date.
The IAB recommend these classes for all individuals with at least two years experience in the data analytics field and those who are required to possess broad skills and abilities in understanding data lifecycles and security.
The future for ad operations in UK
This new IAB certification is just the first step into the future for the world of ad ops, simply because it ensures that each and every individual involved in the ad operations in UK sector is equipped with the information and tools to manage data and data products in today’s digital world.
With ad operations in UK firms becoming increasingly important to the business ecosystem, it’s crucial that each member of the team has the knowledge and skills behind them.
These days, simply placing a few banner ads on the Internet and sitting back to wait for new customers to navigate to your site just isn’t good enough. Though you may see the odd click through, in most cases online advertising campaigns are only successful when they’re carefully planned, monitored and adjusted to suit the audience and the platform.
As monitoring online ads and understanding data, trends and results can be complex and time consuming, the best way to optimise your online advertising campaign is to find a company that specialises in the field.
Luckily, if you’re looking for ad trafficking services, London has plenty of companies to choose from making it easy to supercharge your next internet marketing campaign.
What are online ad operations?
If you’re looking for online advertising and ad operations, London is full of companies offering a variety of packages and services. If you’re not entirely sure what online ad operations are, choosing the right company to work with is going to be difficult.
Generally speaking online ad operations refer to the processes and software that support and optimise the sale and delivery of online advertising. This means it’s concerned with all of the processes and systems that are used to sell, target and input online ads and monitor their performance.
How to optimise your ad operations?
There are various platforms and systems available to companies who want to optimise their online marketing campaigns. However, as many of these services are specialist and complex, most businesses find it more profitable to hire an outside company that specialises in ad operations.
By employing a company that has experience and expertise in the field, businesses can ensure they’re getting the most out of their campaigns and that their online advertising is as optimised as possible.
Why are online ad operations important?
A quick search for the term ‘ad operations London’ will show you just how many businesses are offering the service and how many blogs, websites and news articles are talking about it.
Without comprehensive online ad operations, London companies wouldn’t be able to monitor the effectiveness of their campaigns, place their ads in the right places, or maximise revenue.
The information gained through ad operations is incredibly important for growing organisations and without cheap ad trafficking services, London businesses could fail to attract the customer base and brand identity they’re hoping for.
Since its conception, Facebook has been focusing on growing and building the foundations of its platform — News Feeds, location check in, Skype calling and the latest Open Graph. Simultaneously Facebook has also been finding ways to monetize from its current global user base. It was no surprise that in 2012 when Facebook went public they become more serious about monetization.
News Feed/Mobile Ads
Facebook is earning almost $4 million a day from its News Feed ads, in which three-fourths of that come directly from their mobile feed. Advertisers are pleased by these figures and continue to expect, higher click through rates and lower costs per click in this ad format.
Facebook introduced its Facebook Exchange, a real-time bidding (RTB) platform that allows third-party platforms to place retargeting ads on their own network after users have visited external websites marked with DSP cookies.
It allows U.S. users to buy physical and digital goods for their friends. As the recipient has already registered their mailing information under their user profiles, the sender doesn’t need to know the friend’s address. Companies like Starbucks, Apple, Gap, Brookstone, Mondavi Wines and Fab.com are already selling items through this channel.
Facebook began offering large premium ads that get displayed as soon as the user logs out of the desktop web browser page. These ads still can only be purchased directly by Facebook and they come with a price tag equivalent to takeovers on sites like YouTube or Yahoo.
Similarly, Facebook has adopted many monetization schemes to promote brands products & services in recent times. Although it is a heaven for advertisers as they have psychographic & demographic information on their targeted audience to post their ads, but as a Facebook user it certainly looks clumsy and can be very annoying at times. In addition to that Facebook continually fiddles with its privacy policies that can be considered sneaky at times.
Last week, Facebook’s popular photo-sharing app Instagram introduced video recording capability to it. Much like its competitor Vine, which is owned by Twitter, Instagram now lets you record and share short videos using a few taps on your mobile device. This is clearly another step from Facebook to make more inroads in monetization and driving more people to their website.
During the launch, Instagram co-founder Kevin Systrom said that the video feature was initially left out of Instagram because the “speed, simplicity and beauty” the creators strived for in the app “were definitely possible with photos — but it was really hard for video.”
When Facebook focused on advertising & monetization, what was seen as a social media hotspot became tainted in the minds of its users. Older generation people value online privacy and even younger generations are learning to abide themselves in term of privacy that can get skeptical in such an enormous user database.
According to David Ebersman, CFO of Facebook –
Ad impressions continued the recent trend of growing more slowly than users as more of our usage is on mobile devices. This trend is particularly true in markets such as the U.S., where smartphone use is expanding rapidly. The overall number of ads delivered in the U.S. this quarter decreased 2% year-over-year despite a 10% increase in daily users and despite the increase in ads per page from the product changes I mentioned earlier, as daily Web users in the U.S. declined in favor of mobile users. And we're seeing similar trends in other developed markets.
“The 9% increase in price per ad [global] was driven primarily by the United States, where CPMs [price per thousand ads] increased by over 20% due in large part to the ramp-up of Sponsored Stories in News Feed on both PCs and mobile devices.”
Facebook will continue to get a pricing boost as it rolls out more "Sponsored Stories," if user growth flattens or declines, the impact these increases have on Facebook's revenue growth will be limited.
Facebook continues to increase feed-based ad inventory, most recently allowing non-social page Like ads on its mobile site. Although ads haven’t had a significant effect on engagement thus far, the social network must consider qualitative feedback as well to keep a pulse on users’ perception and enjoyment of Facebook as it becomes more commercial. Policy changes like the one preventing ads from including more than 20 percent text are efforts to make advertising blend in with organic content on Facebook and feel less obtrusive to users.
Certainly, there will be further advancement in the monetization scheme from Facebook & we wish it will pay off well for the advertiser and Facebook. But, what will happen to those who joined facebook to meet their friends and have an online connection not to see pop-ups and Ads for something which they can get on eBay or Amazon.
Making profits has always been the main motive for any business. Converting a lead or a customer into a client/buyer has been the ultimate parameter for measuring success.
With increase in the number of parameters and channels to identify sales trends & consumer behaviour, it has given business analysts a whole new paradigm to understand the granularity of a business but on the flip side it has made their life tougher.
Today, customers touch points are densely & diversely populated across mobile, desktop, television, email, social media, point of sale etc. We can understand how a single channel is performing and affecting the business. However, it gets complex to understand the results when a single touch point gets influenced by crossovers from other touch points.
A perfect example is the retail business industry - This requires the business to understand seasonality, consumer psychology & purchasing patterns, offer effectiveness, sales concepts, real time stock replenishment etc. All this has created a necessary requirement for a system to analyze the contribuition of each touch point in the sales process.
What Is BIG DATA?
Big data is a term to describe the humongous amount of unstructured & semi-structured data that a company creates (sometimes as a by-product) which may take too much time & cost to load into a relational database for analysis. Reportedly, this big data accounts for almost 80% of an organization data.
According to IDC, it is imperative that big organization should focus on ever increasing volume, variety and velocity of information that forms BIG DATA.
VOLUME: In past, data volume has created big storage issues, but with technological advancements cost of storage has decreased immensely, however it has opened a new can of worms such as relevant data identification and then interpreting meaningful information from that data set.
VARIETY: Various formats of data makes it more complex to compile the database with relevant hierarchical data storage system. It is estimated that 76% of an organization’s data is not numerical in nature, however, they can’t be ignored while analysis & decision making.
VELOCITY: Analyzing data that is being generated at high speeds & then processing that data in real time has become a challenge to most of big organizations.
BIG DATA ANALYTICS
By employing data scientists and econometricians to analyze big data, companies can make better business decisions by interpreting huge volume of data in tandem with conventional business intelligence (BI) programs.
Big data analytics can be done with software tools commonly used as a part of advanced analytics disciplines like predictive analysis & data mining. But, unstructured data sources used for big data analytics may not fit for traditional data warehouses. As a result, tools like NoSQL database, Hadoop, MapReduce etc. have come into existence as a new class of analytics software. These tools support the processing of large datasets across clustered system in an open source software framework.
Advantages of Big Data Analytics:
The use of big data will become a key basis for competition & growth of an organization. It will create a new a level of productivity growth & consumer surplus and will also help in painting a better picture of customer interaction with the enterprise over time. From the standpoint of competitiveness & potential capture of value, all big companies need to take big data seriously in the near future.