MichaelGalbraith
05-17-19 5 Hits

It's obvious but needs restating: the marketing Facebook Ad IQ Academy world is moving from a TV centric model to a web centric model. The brand web site is becoming an increasingly important platform for engaging both prospects and customers. Social and other web-based media options continue to grow and evolve at an accelerating pace:  forums, webcasts, podcasts, blogs, Twitter, webinars, etc. Spending is shifting on-line as well. And more digital means more measurable. Click through, site visits and conversion rates are only the beginning as marketers become increasingly sophisticated with digital measurement. All this means that future media plans will be more creative, complex and measurable. A good guide to this area is "The Online Advertising Playbook: Proven Strategies and Tested Tactics From the ARF.Program and Ad Impact Innovation Advertisers have long done pre-market testing of ads.  But with the advent of very large web-based consumer panels like Nielsen IAG, companies have the ability to measure consumer engagement with individual programs. No longer does a basic demographic define the media buy. Two programs with the same demographics could have vastly different consumer engagement. Are consumers more engaged with "The Office" or "Lost"  Now we know. And this means that the same ad performs better in some programs than others, based on program fit and viewer engagement. Is your ad more effective in "The Biggest Loser" or "American Idol" Now we know.


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