Unlocking the Power of YouTube

As a parent, it’s difficult to imagine what your kids are watching online. I always see my kids on their phones. In the car, while eating dinner, and even just after school while they lay in their room, the kids on their phones. And when confronted with the question about what they’re watching, the answer more times than not… YouTube. Or, they’ll tell a story about something and when asked about where they heard about that or saw that… YouTube.

If you’re a parent with tweens or kids that are older than that, you’ve probably had similar conversations. After all, people watch over 1 billion hours of YouTube video EVERY SINGLE DAY!

Luckily, as business owners there are more than just teens watching videos on this platform. In fact, the largest age group using YouTube is between the ages of 15-35. And with over 2 billion monthly active users, YouTube has emerged as a highly effective strategy for businesses and marketers.

With its massive user base, precise targeting options, engaging visual content, and cost-effective nature, YouTube offers a unique platform to reach and engage with a vast audience.

Advantages of Advertising on YouTube

Massive Reach:

With over 2 billion logged-in monthly active users, YouTube is the second largest search engine and the largest video platform in the world. This incredible reach provides businesses with an unparalleled opportunity to showcase their products or services to a vast and diverse audience. Whether your target market is local, national, or global, YouTube’s reach ensures that your ads can reach the right people at the right time.

Precise Targeting Options:

YouTube offers a wide array of targeting options to help advertisers refine their audience reach. By leveraging demographics such as age, gender, and location, you can ensure that your ads are displayed to the most relevant viewers. Additionally, YouTube provides interest-based targeting, where you can select specific topics or keywords related to your business. This precision targeting ensures that your ads are seen by people who are more likely to be interested in your offerings, leading to higher engagement and conversion rates.

Here are a few examples of ways that you can target on YouTube:

The above is just a sample of some of the thousands of categories available to choose from when advertising on the platform.

As a business owner, if you are looking to utilize YouTube as a platform to reach your audience, you must first ensure that you have your own YouTube channel where the video you want to use as your ad resides. In addition, YouTube will require a small companion display ad to run alongside the video that is 300 x 60 and under 150 kb.


Engaging Visual Content:

One of the key advantages of advertising on YouTube is the ability to leverage the power of video. Unlike text-based ads, video ads have the ability to captivate viewers, evoke emotions, and deliver your brand message in a compelling manner. Through visual storytelling, you can create a lasting impact on your target audience, helping them remember your brand and increasing the likelihood of them taking action.


Cost-Effective Advertising:

YouTube advertising can be an incredibly cost-effective strategy, especially when compared to traditional forms of advertising such as TV commercials. With YouTube, you’ll be paying by impression, meaning you pay for a certain number of ads each month. This allows you to plan your marketing budget in advance.


Detailed Analytics and Insights:

YouTube provides robust analytics and reporting tools to track the performance of your ads. You can see metrics such as the number of impressions that ran each month, the number of clicks you received on your ads, the click-through rate (CTR), the devices on which your ads are being served, and even a breakdown of the different creative pieces in rotation. You can also view the completion rate of your video ads and track conversions that occur on your website because of your ad campaign. These insights enable advertisers to measure the effectiveness of their campaigns, identify areas for improvement, and make data-driven optimizations. By leveraging these analytics, you can refine your targeting strategies, enhance your ad creative, and maximize your return on investment.


Don’t just take our word for it, take a look at some of the numbers:

In Q1 of 2023, advertising revenue for YouTube was almost $6.7 billion
In a study conducted in 2022, 59% of respondents agreed that YouTube ads are more relevant than ads on linear TV or other streaming apps


User Engagement:

YouTube boasts impressive engagement metrics, with users spending an average of 40 minutes per session on the platform. Moreover, over 70% of YouTube viewers use the platform to discover new products, making it a fertile ground for businesses to capture the attention of potential customers.


Ad Recall and Brand Awareness:

According to Google’s internal data, YouTube’s ad recall rate is 2x higher than that of TV. This means that viewers remember and recall ads they see on YouTube at a much higher rate than traditional television commercials. Additionally, YouTube has been found to be effective in increasing brand awareness, with studies indicating that it generates a 20% higher lift in recall compared to TV.


Mobile Viewership:

Mobile devices play a significant role in YouTube’s success, with over 70% of YouTube watch time coming from mobile devices. This mobile viewership provides businesses with an opportunity to reach audiences on the go, making it crucial to optimize ads for mobile devices to maximize their impact.


Influencer Marketing:

YouTube has given rise to the phenomenon of influencer marketing, where creators with large followings endorse or feature products in their videos. This approach has proven highly effective, with 60% of YouTube subscribers stating that they would follow advice on what to buy from their favorite YouTube creator over traditional celebrities. Partnering with relevant influencers on YouTube can amplify your brand’s reach, boost credibility, and generate valuable leads.


Increased Conversion Rates:

According to a study by Ipsos, YouTube ads drove a 15% increase in website traffic and a 19% increase in offline store visits. The study further revealed that 47% of consumers who saw a YouTube ad took action as a result, whether it was visiting a website, conducting further research, or making a purchase. These conversion rates demonstrate the power of YouTube advertising in driving real business outcomes.

Advertising on YouTube offers a multitude of advantages for businesses and marketers seeking to effectively reach their target audience. With its massive reach, precise targeting options, engaging visual content, and cost-effective nature, YouTube provides a unique platform to showcase products, build brand awareness, and drive conversions. If you’re looking to add a video strategy to your marketing mix, YouTube would be a great choice.

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Google Launches Generative AI Ads in Search: A Game-Changer for Digital Advertising

Are they listening? How did they know I was looking for patio furniture and I am interested in trying a new shaving cream gel? One may ask when you receive ads relevant to your thoughts and conversations. AI struts into the room and proclaims, “It was me!”.

In the ever-evolving landscape of digital advertising, technology continues to redefine how brands engage with their target audience. One such groundbreaking development is Google’s launch of generative AI ads in search. This latest innovation leverages the power of artificial intelligence to create highly personalized and engaging advertisements, promising to revolutionize the digital advertising industry.

The Rise of Generative AI Ads: Generative AI ads are the result of advancements in machine learning and natural language processing algorithms. Google’s generative AI models have been trained on vast amounts of data, enabling them to generate ad copy, headlines, and even visuals that resonate with individual users based on their preferences, interests, and search history. This dynamic and adaptive approach allows for highly targeted and personalized advertising experiences. In fact, in a recent study on how consumers respond to ads, 71% of consumers prefer ads that are tailored to their personalized interests and shopping habits.


One of the primary advantages of generative AI ads is the ability to deliver highly personalized content to users. By analyzing user data and behavior, these ads can dynamically tailor their messaging, visuals, and offers to match the specific needs and interests of each individual. This level of personalization not only increases the relevance of ads but also enhances the user experience, ultimately driving higher engagement and conversion rates.

Generative AI ads have the potential to significantly improve ad performance and return on investment (ROI) for advertisers. By leveraging machine learning algorithms, these ads can optimize their content and targeting in real-time based on user feedback, performance metrics, and market trends. This iterative process allows advertisers to refine their messaging and creative elements to maximize ad effectiveness, ultimately leading to better campaign outcomes and higher ROI.

In today’s digital landscape, users are bombarded with countless ads, leading to ad fatigue and the rise of ad-blockers. Generative AI ads address these challenges by delivering more engaging and relevant content. By adapting to users’ preferences and delivering ads that align with their interests, these ads have the potential to capture users’ attention and overcome ad fatigue. Additionally, as generative AI ads blend seamlessly with organic search results, they are less likely to be blocked by ad-blockers, ensuring greater visibility for advertisers.

While generative AI ads offer numerous benefits, they also raise important ethical considerations. Advertisers must strike a delicate balance between personalization and privacy. It’s crucial to ensure that user data is handled responsibly, with transparent consent and stringent security measures in place. Additionally, there is a need for clear guidelines and regulations to prevent misuse or manipulation of generative AI technology.

Google’s launch of generative AI ads in search represents a significant step forward in the world of digital advertising. With enhanced personalization, improved performance, and increased user engagement, this technology has the potential to reshape the advertising landscape. However, it’s essential for advertisers and regulators to approach this innovation thoughtfully, addressing ethical concerns and ensuring user privacy and data security. As generative AI continues to evolve, the possibilities for digital advertising are endless, and it will be fascinating to see how this technology transforms the way brands connect with their audience. Is it creepy?  Yes, a tad. Will it be accepted? Time will tell. It will however continue to be a topic of cocktail conversations and puzzle all it encounters.

So where do I sign up? Not readily available yet, but you will be the first to know when it becomes available. For now, A.I. or Artificial Intelligence exists with many digital strategies including Display ads, Native ads, Social Mirror ads, Video Pre-roll, OTT and Online Audio. The way AI works is using machine learning to target consumers based on who is engaging with the ad. It is almost like behavioral targeting or personalized targeting but in real-time based on activity.








On the search side of things, we have several ad options to choose from. Responsive, Dynamic and Call Only.

Responsive Ad – Google updates the ad text based on what it thinks will perform best, mixing and matching from the multiple headlines and descriptions we provide.  You are given a Keyword list to approve. This is now Google’s default for PPC ads.

Dynamic Ad –  We create the descriptions, but Google creates (not us) the headline and chooses the landing page URL that is displayed in the ad based on content from your website.  It serves ads when a user searches a keyword or phrase related to the titles and phrases frequently used on your website. No keyword list is generated for you to approve.  This type of ad typically gets the most clicks.

Call Ad – These are designed to encourage people to call your business (rather than go to your website) and appear only on devices that make phone calls. When a potential customer clicks your ad, the ad places a call to your business from their device.  You are given a Keyword list to approve.

So, rest assured, there is a ton of technology within reach to create a personalized experience with targeting, AI and messaging.





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Are You Reaching Road Warriors This Summer?

When looking at the days of the week, my favorite day isn’t Saturday or Sunday, or even Friday; it’s Thursday. Thursday is when you’re close to the weekend and you have the whole weekend to look forward to, including a Friday night. May is my version of Thursday when it comes to months because we are getting so close to summer. At this point, there are just a few weeks until Memorial Day which is the unofficial start of summer, and Jimmy Buffet and Kenny Chesney become my idols for the next few months. This is also prime time for advertisers because people are on the move; they are ready to break out of hibernation mode and take advantage of schools getting out and using their vacation days. This is the time to capitalize on those that are looking for day trips, family activities, overnight trips, and out of towners.

One of the best things about digital is that you can target by any geographic area. That is a big selling point for those in the travel and tourism industry because this allows businesses and tourism destinations to place their ads in locations outside of their normal footprint. For example, I was recently served this ad (below) while on Facebook, so this hotel is most likely targeting people outside of their exact geo and instead are reaching people that are looking for sun. I live in Central New York, so that was a great use of digital advertising and reaching people outside their geo and targeting people looking to get away.

Facebook is just one of the digital platforms that is great for travel and tourism, along with Social Mirror, Video Pre-Roll, and Google Pay-Per-Click (PPC). The sales cycle for people looking for vacations or places to go and things to do is typically longer, but through each of these digital products you are able to hit those that are looking for a spontaneous trip, or for a trip down the road. For example, people looking to go on cruises or go to Disney typically start their research months, or even years ahead of time. By utilizing these different digital products, you can reach people in all the various parts of the sales funnel from when they start thinking about wanting to take a vacation, all the way down to deciding what property they want to stay at.

Facebook is a great platform to utilize because you can reach people with first party data that Facebook has gathered about its users. They are getting this data by gathering information that users provide about themselves, pages they like, ads they interact with, apps that are part of the Facebook Audience Network, and even people they are friends with. By having this first party data, you can really drill down to the target audience and show ads to people based on categories like:

Frequent Travelers
Frequent International Travelers
Returned From Travel 2 Weeks Ago
Returned From Travel 1 Week Ago
Travel (Travel and Tourism)
Travel and Leisure
First Class Travel
Vacation Rental
Marriott Vacation Club

Facebook also has the option to target people off a list through Custom Audience Matching. With this, a hotel, destination location, resort, festival, concert venue, etc., could take a list of people and serve them ads for upcoming events or promotions. A perfect example of this could be Ticketmaster. When you buy a concert ticket through Ticketmaster, they have your contact information. They could then use that list and upload it to Facebook, find those people while they are on Facebook, and now they could get served Ticketmaster ads for another upcoming concert or event they might be targeted in.

Summer is a time when people are more likely to be out and about, so it’s an ideal time to offer promotions that incentivize consumers to visit your business. Something to consider is offering special discounts, giveaways, or limited time offers that are only available during the summer season. This can help create a sense of urgency and encourage customers to take action.

Facebook and Instagram allow businesses to have fun with their summertime advertising by creating hashtags and getting people engaged. Kwik Fill, a convenience store chain based out of Pennsylvania does a “Driving America” contest every summer as people are taking road trips and traveling more. They invite consumers to get involved with the sweepstakes by using the hashtag #drivingamerica on their road trips with various products they offer, and there are prizes awarded.

Social Mirror Ads are another way to utilize that fun and engaging social media creative because it allows users to interact with the ads, but they also reach people outside of just Facebook and Instagram. With these ads, you are reaching people on thousands of other websites and apps, but they still have that social media look to them. Social Mirror ads, along with Video Pre-Roll ads, have additional benefits to offer like various ways to target consumers, and the ad creative can tell a really good story by showcasing all that the area or event has to offer. With Social Mirror ads, you can run single image ads, video ads, carousel ads, story ads, and even Over the TOP (OTT) ads. In this Social Mirror example, this is in a story format, so the user is seeing different panels of the ad. As they click through, the ad is changing and highlighting different parts of this county and what they have to offer. This ad could be appealing to those looking for places to eat, wineries, and breweries.

Along with Behavioral Targeting and Custom Audience Matching, you can also use Keyword Targeting and Artificial Intelligence as a way to reach people in different parts of their travel and tourism journey with Social Mirror and Video Pre-Roll ads. With Keyword Targeting, you could reach people that are just starting out in their vacation planning and are doing their homework or reading articles about travel hacking, or the best places to go with kids. In this example here, I am reading about the “29 Road Trip Essentials for Your Next Cross-Country Adventure” on USA Today, and the words “hotel”, “motel”, “Airbnb”, and “vacation” could be keywords that we are targeting. By having those words in this article, that triggers the Beaches Resort Social Mirror ad to appear.

With Video Pre-Roll, the opportunities are endless. Whether you are showcasing the scenery, people dining, families relaxing, or people skydiving, that is something that people can envision themselves doing; they want to experience that. Video ads tend to also have a better engagement with advertisers who use video receiving 34% higher conversions.

Google Pay-Per-Click is best utilized for places that have good brand awareness. Consumers will typically turn to PPC when they know what they are looking for but might not really know where to begin. For example, I would love to take my family to an all-inclusive Caribbean resort, but it has to be family friendly since I have two young kids. If I type into Google “kid friendly all-inclusive resorts”, I now have a lot of different options to check out.

Google Pay-Per-Click is also a great option for people that are very brand loyal and will be looking for certain types of brands to stay at like Marriott, Hilton, or Hyatt, since those brands have such good brand awareness, people are more willing to click on those ads.

The summer season presents unique opportunities for companies to reach their target audience, engage with potential customers, and drive sales. With the right strategies in place, your business can make the most of the warm weather and fun-filled activities that summer has to offer.







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A safer way to advertise with TikTok

TikTok has taken the world by storm with its unique blend of music, dance, and social media. The platform has become a go-to destination for young people seeking entertainment, information, and connections. With its massive user base and unprecedented reach, TikTok has become a prime platform for advertisers looking to target a younger audience.

Having a teenager at home, it is constant in my world that I will turn the corner to see her and her friends creating music videos or funny skits and watching the latest TikTok recipe craze! I have to admit, I am guilty of jumping into a video or two and I have found myself preparing cinnamon rolls all the ways TikTok has shared with me.

TikTok has become one of the most popular social media platforms worldwide, with over 1 billion active users. The platform has been a favorite among advertisers for its ability to reach a younger demographic and create highly engaging content. TikTok has been downloaded over 2 billion times worldwide. However, some states in the United States have raised concerns about the platform’s privacy policies and potential risks to national security, leading to the proposed banning of TikTok.

The state of New York was the first to propose a ban on TikTok due to concerns about the platform’s data privacy practices and the potential risks to national security. Other states, including Indiana and California, have also proposed similar bans. These proposed bans have not been successful, with courts ruling that they violate the First Amendment’s right to free speech.

Recently Montana, became the first state to approve a full ban of TikTok. 

The bill makes it illegal to download TikTok in the state, with penalties of up to $10,000 a day for any entity, such as Apple and Google’s app stores or TikTok itself, that makes the popular video-streaming app available.

If enacted, the ban in the state would not start until January 2024.

Over the past few months, several major brands have announced that they are pulling their advertising off TikTok. These announcements have come amid concerns about the platform’s privacy policies and content moderation practices.

TikTok has faced criticism for its data collection practices and the potential risks to user privacy. Some brands are concerned that advertising on TikTok may put their customer’s data at risk. In response to these concerns, TikTok has implemented several measures to protect user privacy, such as data security audits and greater transparency around data usage.

Another concern that has led to brands pulling their advertising off TikTok is content moderation. TikTok has faced criticism for hosting inappropriate and harmful content, including hate speech, bullying, and misinformation. Some brands are concerned that advertising on TikTok may associate their brand with such content. TikTok has implemented several measures to address this issue, including content moderation teams and community guidelines.

Brands that have pulled their advertising off TikTok include major companies such as Coca-Cola, McDonald’s, and Under Armour. These companies have announced that they will no longer be advertising on the platform due to concerns around privacy and content moderation. Other brands, such as Procter & Gamble, have announced that they are monitoring the situation on TikTok and may make a decision to pull their advertising in the future.

The potential implications of brands pulling their advertising off TikTok are significant. If more brands pull their advertising off TikTok, it could impact the platform’s revenue and potentially lead to a decline in its popularity.

But don’t panic!

There is a safer way to advertise with TikTok using Social Mirror.

Social Mirror ads look like your social media display or video posts but appear on other websites and apps, linking back to the social media platform and your website, and run across all devices using our targeting strategies. We are “mirroring” the EXACT look of your social post as an ad that runs on thousands of OTHER websites and apps, targeted just to the people you want to reach across all devices.  Social Mirror ads can be done with any organic or paid posts from your business account on these 8 social media platforms: Facebook, Instagram, LinkedIn, Twitter, Pinterest, Snapchat, or YouTube and TikTok.

And with Social Mirror the best part is the ad has three call-to-action opportunities:

Clicks on the Social Media logo and your profile image, take the users to your Social Media business page.

Clicks on the Call-To-Action button take the users to your website.

Clicks on the Social Media icons below the ad take you to that post on your Social Media page

One aspect of Social Mirror ads that differs from that of Social Media Advertising is the ability to reach your target audience.



Behavioral Categories – Showing your Social Mirror ads to specific consumers based on their previous on-line behavior, across all devices.

And we also have the ability to target by social media users, like TikTok User and TikTok Active User.

Keywords – Showing your Social Mirror ads on webpages and apps that contain keywords related to your business, across all devices.

Artificial Intelligence (AI) – Showing your Social Mirror ads to people using machine learning to target consumers based on who is engaging with the ad, across all devices.

Retargeting– Following people after they leave your website and showing them your Social Mirror ad, on other websites and apps they go to, across all devices.

Custom Audience Matching and Look Alike – We target people (or businesses) on your list of emails, addresses, or phone numbers when they go online and show them Social Mirror ads when they are browsing across websites and apps.

Once we have uploaded your database, we’ll be able to provide you with an Insights Report.  Just another advantage over traditional Social Media Advertising.

Businesses can repurpose their fun and edgy TikTok videos they’ve already built and run on other websites and apps. If a business is worried about safety concerns and perception, the TikTok icons can be removed. Or we can take TikTok creatives and build them into any social format like Facebook or Instagram.

Social Mirror is about as versatile as you can get and works well for many B2C and B2B businesses. And on average we see 7x higher click-through rates than the national average.

Brand safety concerns on TikTok should not be dismissed. The potential implications of brands pulling their advertising off TikTok are significant, and it is essential for the platform to continue to prioritize user privacy and content moderation to retain the trust of its users and advertisers.

Shifting those dollars from TikTok to Social Mirror is an easy transition and a way for your marketing plans to soar!





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Do You Know How to Read Your Facebook Insights?

When I think of Facebook, there is one thing that comes to mind and it’s the song “Changes” by David Bowie, because they are always ch-ch-ch-chaning things up! Some of the most recent changes that Facebook made has been discontinuing the use of Job Listing ads, no longer showing ads in Instant Articles, and only being able to target 13- to 17-year-olds by gender and location, to name a few. Another big change when Facebook switched to Meta Business Suite was the Insights Reports. Facebook Insights Reports is a comprehensive guide to measuring performance on Facebook.  Think of it has Facebook’s version of Google Analytics but for your Facebook Business page.

With Facebook being one of the most popular social media platforms in the world, it has become an essential marketing tool for businesses of all sizes because it allows them to reach a vast audience and build relationships with customers. Measuring the performance of your Facebook content can be challenging, especially if you’re not familiar with the platform’s analytics tools. That’s where Facebook Insights Reports come in because they offer a wealth of data that can help you understand how your content is performing, what your audience is interested in, and how to improve your social media strategy.

Facebook Insights Reports are a set of analytics tools that allow page admins to track the performance of their content on the platform. They provide data on a wide range of metrics, such as post reach, engagement, and follower demographics, among others.

Insights Reports are available for both Facebook Pages and Groups, and they’re updated regularly, providing admins with real-time data on how their content is performing. With Insights Reports, admins can gain a deeper understanding of their audience and adjust their content strategy to better serve their followers’ interests.

There are two ways to access Facebook Insights Reports:

Option 1: To access Facebook Insights Reports, you’ll need to be a Page or Group admin. Once you’re logged into your Facebook account, go to your Page or Group and click on the “Insights” tab in the top menu.

Then you will go “Professional Dashboard”. In that dashboard, it will default to this brief overview section where you will see Post Reach, Post Engagement, New Page Likes, and Recent Content. These metrics are displayed for the past 28 days.

From there, you’ll be able to see a range of data on your Page or Group’s performance, including:

Reach– The number of people who saw your content at least once. People reached is different from impressions, which may include multiple views of your content by the same people. This metric is estimated.

Post Engagement– The number of reactions, comments, shared, and clicks on your post.

New Page Likes– The number of new likes the page has received.

To dive in a little deeper, you go to the Insights navigation toolbar and click on “Your Page”. That will give you an overview of Post Reach, Post Engagement, New Page Likes, and New Page Followers. It will also show how people are interacting with your posts via Reactions, Comments, Shares, Photo Views, and Link Clicks.

If you click on “Content” in the Insights navigation toolbar, it will show you the content you have posted chronologically, and it will be break out the Post Reach and Post Engagement for each of those posts:

If you click on “Audience”, that will show you the people interacting with your page in the past 28 days by gender, age, and location:

Option 2– This is an where you will find more expanded insights. You still must go to the Facebook page and be logged in as an admin, and then you will click on “More Tools” and go to “Meta Business Suite”. If you don’t see “Meta Business Suite” as an option, that means you have not set up the Facebook Business Page in Facebook Business Manager. If you need instructions on how to add a Facebook Business Page to Facebook Business Manager, click here.

Once you click on “Meta Business Suite”, then you will click on “Insights”, and you will see a pop-up window that gives you your last week in review of activity, goals, and results, and when you click on “View All Insights”, you can look deeper:

Next you will see a dashboard that defaults to an overview page and it will show data from the last 28 days, but you can change the date range:

A new section in this dashboard is “Set Goals”. This is a feature where you can set goals to grow either your reach or your followers of your Facebook and Instagram page over a period of time. When you click “Get Started” under Set Goals, it will go through options on how to grow your reach or followers, and you can monitor that progress.

Further down, it will show results for Facebook Page Reach, Instagram Reach, and some of the top Content during the time period listed.

Page Reach– The number of people who saw any content from your Page of about your Page, including posts, stories, ads, social information from people who interact with your Page, and more.

Under the “Results” section, you can view Page Reach, Page Visits and New likes:

If at any point you’re not sure what metric is that you are looking at consists of, the “i” icon explains what each section is that you are viewing:

If you continue to scroll through the “Results” tab, it’s going to show any new likes and followers on Facebook and Instagram, during the period of time selected:

Under “Audience”, you get a break down of ages and gender of Facebook and Instagram Page Followers separately, and below that is the top cities of those followers:

Further along in Insights is “Benchmarking”. Here, you can see how your page compares to similar businesses in your same service category and what percentile you rank on Facebook. On the dropdown you can also view the same for Instagram. It also shows a comparison on followers, new page followers and interactions. On “Businesses to Watch” you can add specific business pages you want to compare to. These reports are only available for every 28 days:

This report will automatically default to Facebook. To switch to Instagram, you will toggle it here:

This will also show how your Facebook Page Followers, New Facebook Followers, and Content Interactions compared to other businesses in your service category:

Another feature in this “Benchmarking” report is “Business to Watch” where you can add your top competitors and compare the same information against people that you are competing with for the same type of client or customer:

Under the Content navigation bar, “Overview” will show trends and content recently shared and created, and this can be viewed by the last 90 days only. Here you will see Facebook Posts, Facebook Stories, Instagram Posts, and Instagram Stories, and shows it by Reach and Engagement:

Under the “Content” section, it’s going to break out all the top content and it’s going to share what type of content it was, the Reach, Likes and Reactions, and Comments during the date range that is specified, can you can change that date range:

You also have the option to look at Ads AND Posts, just ads, or just posts:

Some of the key takeaways that will help you maximize your social media presence are:

Audience demographics– By analyzing follower demographics such as age, gender, and location, you can tailor your content to better suit your audience’s interests and preferences
Post performance- This information can help you identify which types of posts are resonating with your audience and adjust your content strategy accordingly
Best days and times to post- Insights Reports can help you determine when your followers are most active on the platform, allowing you to schedule your posts for optimal engagement
Reach by audience- This can help you refine your targeting strategy and ensure your content is reaching the right people
Engagement metrics- By analyzing engagement metrics such as likes, comments, shares, and clicks, you can gain insights into how your audience is interacting with certain posts and/or ads

Before diving into Insights, it’s important to establish clear goals for your social media presence/campaign. Whether you want to increase engagement, drive website traffic, or generate leads, having a clear objective will help you make sense of the data and you can use that to change your strategy, if needed. Once you’ve established your goals, regularly monitor your performance on Facebook using these Insights Reports. Then, look for trends in your data and identify which types of content is driving the most engagement. From there, based on what you are seeing, refine your social media strategy to better meet your goals. For example, if you notice that videos are driving the most engagement, focus on creating more video content. Lastly, don’t be afraid to experiment with different types of content and posting schedules. This is where you can once again rely on the Insights Reports to help measure the impact of these ch-ch-ch- changes so that you have the most effective social media presence and/or ad campaign.























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What digital advertising products to use for Summer festivals and attractions?

Cowabunga Dudes!

Summer is just around the corner, and for festivals and summer attractions, it’s time to start thinking about how to best use your marketing budget to help increase business this year.  Using Digital Advertising will allow you to pinpoint the audience you want to reach and invite them into your business.

There are many ways that you can do that digitally, but here are a few of my favorites:

Facebook and Instagram –

With Facebook and Instagram, you have the flexibility to use a range of ad formats including photos, video, carousel ads, and more.  Being able to showcase your attractions and allowing your potential customers to experience what it’s like to be at your location.

Here’s an example of a carousel ad:

This Carousel Ad allows you the ability to highlight up to 10 different images/videos of your business.  If you’re a waterpark, imagine being able to showcase your top 10 rides/slides!   If you’re a beachside bar, imagine being able to showcase up to 10 different menu items!  If you’re a family entertainment center, imagine showcasing your cart racing, miniature golf, roller coaster and arcade in one single ad unit.

These carousel ads allow users to swipe (or click) through to see everything you offer.  And, this also allows you to be able to promote something for everyone.

Another use of Facebook/Instagram would be if you’ve been creating a database of people that have been into your business before.  Do you have a list of everyone that has bought tickets online to your theme park?   Do you have a list of phone numbers of those people that registered for your text club?  Emails for your newsletters?

What if you utilized Facebook’s Custom Audience to reach the people that have already done business with you?  With this strategy, we can take your database of emails, phone numbers, or even full names with zip codes and upload that database to Facebook.  Here, we are trying to find as many of those individuals with profiles on Facebook/Instagram.   Once we do, we can serve your ads to that audience/group specifically.

To top that off, we can even create a Lookalike Audience.  This means that we can create an audience that also looks like those people we were able to find matches for on Facebook/Instagram.  This would allow you to promote to an audience that may not know who you are yet.


Another tool you can use is Social Mirror.

Social Mirror ads look like your social media display or video posts but appear on other websites and apps, linking back to the social media platform and your website, and run across all devices using our targeting strategies. We are “mirroring” the EXACT look of your social post as an ad that runs on thousands of OTHER websites and apps, targeted just to the people you want to reach across all devices.

We live in and out of social platforms all day long and sometimes don’t even realize what app or website or social platform we are even on, because we are like busy bunnies hopping around all the time. Social Mirror ads play really well with this consumer online activity. Social Mirror ads run actually outside of social media.  Social Mirror ads can be done with any organic or paid posts from your business account on these 8 social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, Snapchat, or YouTube.

One of the big benefits of Social Mirror is getting to repurpose and reuse your Social Media content, which you’re probably putting a lot of time and money into.  With these ads, you no longer have to design an ad to a specific size.  You just provide the URL of the post you want to use, and that’s it.  We take care of the rest!

Targeting options for Social Mirror ads include:

Behavioral – thousands of targeting categories including demographics, on-line and off-line behaviors, and interests.  Think about targeting people that love waterparks and amusement parks, or happy hour and craft beer.
Keywords – target a list of up to 500 keywords related to your business, and show Social Mirror ads on the web pages where they appear.  Keywords could include travel terms, specific airlines, competitors and even roller coasters themselves.
A.I. Targeting – Showing your display or video ads to people across all devices, using machine learning to target consumers based on who is engaging with the ad
Retargeting – Following people after they leave your website and showing them your Social Mirror ad, on other websites and apps they go to, across all devices.  One of the most popular and fundamental strategies.  You spend so much time working to get people to visit your website, and now what?! You want to make sure you can stay top of mind with them after they leave, so they can come back and buy from you!

And these ads work! At Vici, Social Mirror Ad campaigns have proven to outperform other ad types and on average we see a Click-thru Rate 7 times higher than the national average.


Lastly, I believe that some sort of video would be an amazing way to get the summer customers to virtually experience what you have to offer!

There are a lot of video options to choose from out there, but Video Pre-Roll is one of my favorites.  It is one of the more well-known forms of video advertising, as it’s been around for quite some time.  Pre-Roll video is the video ad that runs prior to the content that you’re about to watch.  Whether you’re on ESPN.com watching highlights of March Madness that just ended, or on HGTV watching a re-run of your favorite show, pre-roll ads are everywhere.   The biggest benefits to pre-roll video ads are that they can be placed on thousands of websites that utilize video content.

With Video Pre-Roll, we’re using the same strategies as Social Mirror.

Behavioral – thousands of targeting categories including demographics, on-line and off-line behaviors, and interests.  Think about targeting people that love waterparks and amusement parks, or happy hour and craft beer.
Keywords – target a list of up to 500 keywords related to your business
A.I. Targeting – Showing your display or video ads to people across all devices, using machine learning to target consumers based on who is engaging with the ad
Retargeting – Following people after they leave your website and showing them your Social Mirror ad, on other websites and apps they go to, across all devices.  One of the most popular and fundamental strategies.

But this time, you’re exclusively showcasing a video of your business.  This gives the end users, your potential customers, the ability to feel what it’s like to be at your business!   Give them an opportunity to experience a roller coaster from the actual ride, or see the theme park from an arial view.   Maybe your video showcases Happy Hour in progress, or a clip from the live music you have onsite.

Video isn’t going anywhere.  In fact, more and more video is being consumed every day.  It’s a critical part of consumers’ behavior and because of that, having video be a part of your marketing mix, while isn’t mandatory, is a smart move.

No matter where the summer travels take your potential customers, they’re looking for a new experience.  They’re looking for a fun experience.   You can give them this experience.  You just get to decide how you invite them to your experience.

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OTT effectiveness can be measured.

How often do you ask someone, “What’s a good show you are binge watching right now?” or “I need a good new show to watch?”  Probably a lot nowadays. Over the past few years, the rise of OTT (Over-The-Top) services and streaming platforms has transformed the way we consume entertainment and media. With the proliferation of these services, advertisers have also had to adapt their strategies to reach audiences in this new landscape.

OTT services are defined as any video content delivered over the internet and bypassing traditional cable or satellite TV providers. This includes popular streaming platforms like Netflix, Hulu, Amazon Prime Video, Disney+, and many others. These services have become increasingly popular due to their convenience, affordability, and variety of content. According to a report by eMarketer, the number of OTT users in the US is expected to surpass 200 million by 2022.







One of the key advantages of OTT services is that they allow users to watch content on demand, at any time. This means that audiences are no longer tied to traditional TV schedules and can watch their favorite shows or movies whenever they want. As a result, traditional TV advertising has become less effective in reaching audiences, leading advertisers to shift their attention to OTT platforms.

OTT services have also enabled more targeted advertising. Unlike traditional TV ads, which are broadcast to a broad audience, OTT ads can be targeted to specific demographics based on user data such as age, gender, location and behavior. Some examples of targeting options are below:







This allows advertisers to deliver more personalized ads that are relevant to their audience, increasing the chances of engagement and conversion.

However, there are still challenges that advertisers face when it comes to OTT advertising. One of the biggest challenges is measuring the effectiveness of OTT ads. Traditional TV advertising relies on metrics such as ratings and impressions, but these metrics may not be as relevant in the OTT landscape. The great news is some measurement is now available for OTT.

The first option is OTT with Visit Tracking. Of the people we serve ads to, we can layer in On-Site Visit Tracking to your business to show you of the people who saw your OTT ad, who then visited your location.

How does this work?

Our OTT behavioral targeting categories are created from first-party data where we have collected mobile device IDS, then we mapped those IDs to a corresponding IP Address. If that IP Address is served an OTT ad on their Connected TV and then that person goes to your client’s location with their mobile device active, it is recorded as an on-site visit.

Talk about great ROI.








Another great way to measure ROI is with Social Mirror OTT.

Just like traditional Social Mirror where we can mirror a social post or video, we can also mirror any social video post and create an OTT ad and run it on connected TV’s. The ad features the client’s logo, business name, description and a QR Code. QR Code scans are captured to show that the commercial DID have engagement.








So now OTT can be measured for effectiveness outside of traditional metrics like calls, sales or appointments.

The rise of OTT services and streaming platforms has transformed the way we consume entertainment and media, and advertisers have had to adapt their strategies to reach audiences in this new landscape. OTT advertising offers advantages such as targeted advertising with measurable data.

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Are You Using a List to Target Consumers?

You make one for the week, you make one for grocery shopping, you make one for going on vacation, and you even make one for the big guy in red to check over in December, and he does that twice. Lists. They have been around forever and are very helpful for making sure you don’t forget anything, and that you get what you need to get done, done. There is nothing more satisfying for my Type A personality than checking off items on my list. They are also a great tool to have and utilize when it comes to advertising. Digital advertising has always been put up a pedestal because of its ability to get more targeted with consumers, and that is true since you can target by behaviors, location, keywords, or demographics, but it also allows for you to target a list of people that you might have. That list can be a database of previous customers, new customers, or even people that have never heard of your business.

There are several different products where you can use a list to target people:

Display Ads
Native Ads
Video Pre-Roll
Social Mirror
Social Mirror OTT
Online Audio
Mobile Conquesting
Facebook and Instagram

Just recently, the targeting strategies for Display, Native, Video Pre-Roll, Social Mirror, Social Mirror OTT, OTT, and Online Audio have been upgraded. Along with targeting through Behaviors, Keywords, using Artificial Intelligence (AI) and Retargeting, we can now use Custom Audience Matching and Custom Audience Lookalike for these products. That means that we can take a list of email addresses, physical addresses, or phone numbers, and target those people while they are browsing online and using apps. This is a great opportunity for business owners to get personal with their ad creative based on what kind of list they are targeting. For example, if Valvoline Instant Oil has a list of people who are existing customers that are due for an oil change, they could create an ad that is tailored to that audience and entice them to come in.

If they have a list of potential customers that are not in their database and they are trying to increase their market share, they might choose to purchase a list and offer those people on that list a different incentive with a different ad.

The second part of Custom Audience Matching is doing a Lookalike Audience. This is where we target people that have similar behaviors, characteristics, and interests of those on that initial list. It is ultimately creating a secondary list to target because we are searching for people that are similar to the list they already have. For these products, in order to run Custom Audience Matching by itself, you want to have a starting list of 5,000 email addresses, physical addresses, and/or phone numbers. If you don’t have that many, we will automatically add in the Lookalike Audience.

Another feature of running Custom Audience is that we can provide an Insights Report. This report will provide an overview of the makeup of customers on the list. That can then be used to better understand who your customers are, and even give us the ability to target new customers who look just like your list by using a Lookalike Audience. We can also add in a Behavioral Targeting using information provided from the report to guide you on what categories to target. These reports are five or six pages in length and include information about those matched on your list such as location, age, life stage, ethnicity, political party, household income, charitable contributions, home value, discretionary income, net worth, invested assets, genders present in the household, and number of children.

With Mobile Conquesting, the targeting strategy that uses a list is called Address Targeting and Address Retargeting. With this, we are taking a list of physical addresses and creating mini Geo-Fences around each address and serving ads to mobile devices at that address. If someone leaves that address, we will continue to serve them ads on their mobile device through Address Retargeting.

This is similar to Custom Audience because we are targeting people on a list, but this list is only physical addresses and only mobile devices. One of the perks of this targeting strategy is that with Mobile Conquesting we can also track on-site visits. That means that on the monthly reports, we can show how many people saw the ad and then went to that business within a two-week period. This is a great option for retail businesses, or those that have a lot of foot traffic so that they can see Return on Investment (ROI).

Amazon, LinkedIn, Facebook and Instagram also can use Custom Audience Matching and Lookalike, but they don’t provide an Insights Report. The minimum number of entries on the list are also higher:


Minimum List Size- 7,000 with or without Lookalike


Minimum List Size- 10,000 if not running Lookalike, 1,000 with Lookalike


Minimum List Size- 20,000 if not running Lookalike, 1,000 with Lookalike

For all the products that have been listed, we can also provide a Match Back Report. If the business can keep track of who they sold to, who they signed up for a consultation, or who they gave an estimate or quote to each month, we can match that against the list of people that we are serving ads to, so they can again see that ROI. Another example of how digital advertising has also been put up a pedestal compared to other forms of media is because it is more trackable than radio, TV, or billboards. By providing that match back report, the business can see how many customers came from seeing those targeted ads.

One of the most important questions you want to be able to answer as a business owner is “Who is your target audience?” For the longest time, age and demographics were the only targeting options that were available, so that’s what businesses default to with targeting. Instead of saying you want to reach women that are 35-54, figure out what kind of women they are. Are they moms? Grandmothers? Do they work? What are their hobbies? That is going to allow you to go a lot further with your targeting and in turn, create better ad creative. By adding in Custom Audience Matching, that allows you to tailor that message just a little bit further since you can customize it to the type of list you are targeting.

From a business standpoint, there are so many different ways to advertise. On the other side of that, as a consumer, there are also so many ways to be influenced by all the different types of media and advertising we see daily. When you have the right audience and the right message, that’s when you’re going to see success. If you’ve ever seen a reel or a meme and thought to yourself “that’s me!”, that’s how you want your customers and potential customers to feel when they are served your ad, and using a Custom Audience list allows you do that, and it also allows you to get a deeper look into who your customers are with an insights report, see your ROI with a match back report, and the list of benefits goes on…



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Influencer Marketing for Social Mirror Ads

In today’s world, digital marketing has become a crucial aspect of every business.  With social media personalities on platforms like Instagram, TikTok, and YouTube becoming increasingly popular, businesses have started to shift their focus toward influencer marketing.  Influencer marketing has proved to be a powerful tool in reaching out to a vast audience and generating more leads.

What are some benefits of Influencer Marketing?

Increased Brand Awareness – Influencers have a massive following on social media platforms. By collaborating with influencers, businesses can tap into their followers and reach out to a wider audience.  Influencers are seen as experts in their respective niches, and their endorsement can increase brand awareness and establish trust among potential customers.
Targeted Audience – Influencers have a specific audience who are interested in their content. When businesses collaborate with influencers who have a similar target audience, they can reach out to potential customers who are more likely to be interested in their products or services.
Cost-effective – In some cases, this can be true, and return on investment can be much higher.
Increased Engagement – Influencers have a close relationship with their followers. By collaborating with influencers, brands can increase engagement with their target audience and build on those relationships.
Authenticity – Because influencers are found as trustworthy, having the endorsement adds authenticity to the brand and can increase the likelihood of a purchase.

A new trend we are seeing is using Influencer Marketing within your Social Mirror Campaigns.

What are Social Mirror Ads you ask?

Social Mirror ads look like your social media display or video posts but appear on other websites and apps, linking back to the social media platform and your website, and run across all devices using our targeting strategies. We are “mirroring” the EXACT look of your social post as an ad that runs on thousands of OTHER websites and apps, targeted just to the people you want to reach across all devices.

As you can see from above, the ad is being served on Auto Trader in this case, but it looks like a TikTok Video.  Again, these ads can click through to your website AND your social media platform, giving you the ability to drive traffic, and possibly increase your following on that social platform.

When it comes to ways to target your potential customers, there are several ways to do so:

Artificial Intelligence (AI)
Custom Audience Matching


A look inside Social Mirror

In Q4 of 2022, Vici showed a 44.3% growth in the number of Social Mirror ads that were bought from across our clients.  Not only did we sell more Social Mirror ads, but our click-through rates continued to perform above platform benchmarks.

As we continue to analyze the data for Social Mirror Ads, we find that Story Ads, Carousel Ads, and Video Ads have the highest click-through-rate.  Stories continued to be the premiere format for top-of-funnel engagement with a CTR average of 1.71%.  (That’s 24.42x the national average for those counting). In addition, we see Facebook and Instagram being the top two platforms used for Social Mirror creative.

What opportunities does this information give us with Influencer Marketing?

As influencers utilize platforms like Facebook and Instagram, the content that’s created can be utilized as part of your Social Mirror campaign.  Using your influencers’ videos to create Story Ads allows you to be able to enhance the reach of that influencer to even more potential clients outside of that plaform.  Showcasing an influencer’s experiences with your product or service through a carousel ad can capture attention of people who may recognize that influencer.

One real opportunity that exists currently is the rise of TikTok.  The usage is skyrocketing!  Not only is the usage skyrocketing, but so is ad spending.

25% of all social media ad budgets are now going to TikTok
50% year over year growth on TikTok

With all of this growth on TikTok, now’s the opportunity to get in!   Creating a TikTok account for your business, partnering with an influencer, and then utilizing the capabilities of Social Mirror targeting can maximize your exposure.

To maximize your exposure, here are some best practices for TikTok creative:

Performance is highest with videos under 10 seconds
Restrict captions to under 3 lines to focus on the visual experience
At Vici we match the CTA to the brand color to drive higher click-throughs

Key Influencer Trends:

89% of brands said they tapped into influencer marketing in 2022
In Q4 of 2022, brands utilized influencers to promote gift guides and unboxing videos
Influencer spend is moving rapidly from Instagram to TikTok


Campaigns targeting Gen Z are succeeding with a social-first approach.  Here’s how Social Mirror is breaking through the clutter:

Attention span: the average GenZ attention span is 8 seconds, which is 4 seconds less than millennials (Morning Consult)


Online shopping: 72% of GenZ has purchased a product online in the last month on any device (Global Web Index)


Streaming video: GenZ streams an average of 23 hours of video each week (Criteo)


Social-first: GenZ spends an average of 3 hours on social media per day, almost an hour more than the average Millenial (World Economic Forum)


Influencers: 76% of GenZ follows an influencer on social media (Morning Consult); 52% trust social media influencers for product or brand advice (McKinsey & Co.)


Here are two examples of brands utilizing influencers on TikTok:


With Social Mirror, there are a lot of ways to reach this audience.  Here are just a few examples of behavioral categories we could target:

TikTok User

TikTok Active User

Pinterest User

Pinterest Influencer

Snapchat User

Snapchat Influencer

LinkedIn User

LinkedIn Influencer

Visited LinkedIn Last 30 Days

Visited YouTube Last 30 Days

YouTube OTT Watcher

YouTube User

Facebook User

Facebook Sharer

Visited Facebook Last 30 Days

Facebook Influencers

Facebook Category Recommenders

Instagram Influencer

Instagram User

Visited Twitter Last 30 Days

Twitter User

Twitter Influencer


Those are just targeting categories that you can select from.  That doesn’t even take into account target by age, which you can start at the age of 13 and go up to 65+!

As Q1 of 2023 comes to a close, envision what your marketing efforts can look like in the months and years to come.   Is there in influencer out there that has a similar audience that you have customers?  Could an investment in them and an investment in your digital marketing help create the return on investment you’re looking for?

Make the investment with the right influencer.  Utilize creative outlets to enhance that social media presence, like Social Mirror Ads, and reach those potential customers outside of their regular social platforms.   With rising CPMs on social platforms, and the fact that your customers exist both on social media, and off, don’t you think you should be able reach them on social media…and off as well?

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The Evolution of Display Advertising

Digital Display advertising refers to the promotion of products or services through display ads on digital platforms such as websites or mobile apps.  Over the past two decades, digital display advertising has revolutionized the way businesses reach their target audiences and has become a cornerstone of modern marketing.

The history of digital display advertising dates back to the early days of the internet, when banner ads were introduced in 1994 by Wired Magazine’s digital arm, known as “HotWired.”   There were 12 different brands that participated in this new program including AT&T, Volvo, Sprint, and Zima, just to name a few.  As display ads have evolved through the years, they now go across all devices, appearing on websites or apps, using different targeting strategies.

Display Ads, or Banner Ads as they are sometimes referred to, are the some of the most easily identifiable ads out there.  Here is a look at the traditional Display Ad Sizes:

Some people say that these ads aren’t bought anymore.  However, the truth of the matter is that 84% of marketers are still investing in banner display ads.  Part of the reason why is probably due to the targeting capabilities.

Behavioral Targeting with Display Ads targets people based on their previous behaviors and what they’ve shown interest in online.   Keep in mind that these ads get served across all devices (laptop, desktops, smartphones, tablets, and even gaming devices).  As consumers online, we leave a trail of breadcrumbs on what our interests are by where we go online, what we search for, what we buy, the apps we use, etc.  All of that data is collected and puts us into different behavioral buckets that businesses can then select to target.

For example, here are some (just a fraction of the 100,000+) general targeting categories available:

Currently, 76% of marketers are failing to use Behavioral Targeting data for their online targeting.   This is a huge opportunity for you to educate your clients how important it is.


The next targeting strategy available is Keyword Targeting.  With Keyword Targeting, we are showing your ads on webpages and apps that contain keywords related to your business.  Here, we aren’t showing your ads on Google, we’re showing them to potential customers on websites that people click to that contain your keywords. Our keyword campaigns have the capacity to utilize up to 500 keywords.


You may have heard the phrase A.I., or Artificial Intelligence.  This is a targeting strategy that Display campaigns can use to take advantage of the machine learning that’s available to them.  With this strategy, as the campaign is executed, data is constantly collected (every minute) and analyzed about who is engaging with your ad: clicks, conversions, browser type, device, ad size, and more.  Once the data is analyzed, the machine learning then starts to serve your ad to more people like the ones who have engaged with it.  The longer the campaign, the smarter the A.I. gets, and the more targeted the ads become.


A foundation in digital marketing is Retargeting.  With Retargeting, we are taking advantage of traffic that comes to your website.  As traffic comes to your website and leaves, we are following them and showing them your Social Mirror Ad on other apps and websites that they go to (still across all devices).   With the function of all digital ads driving traffic to your website, our goal is to stay top of mind by adding Retargeting to most ad campaigns.


Lastly, we introduce Custom Audience Matching and Lookalike.   One of the newest strategies employed by Display, it’s become a huge success.   Think about all of the data you collect about your customers.  You may collect their emails, their addresses, and/or their phone numbers.  We can take that data and find those customers when they go online.  Then, we show them your Display Ad when they are browsing across apps and websites.  This is a perfect way to stay in front of previous customers, current customers, or even prospects whose information you’ve collected.  As I mentioned, we also can create a Lookalike Audience to those on your list as well, and then serve ads to that new audience.

With all of the types of digital ads out there, why do marketers keep coming back to your standard Display Ads?

Targeting – as mentioned above, marketers can target by demographics, locations, interests, and behaviors to find the right audience.
Measurable – the ability to track these campaigns and look at impressions, clicks, and conversions, as well as being able to use this info to optimize their campaign.
Cost-effective – Standard Display Ads are generally found on the lower end of CPMs out there.
Flexibility – Ad creative can easily be created or modified.


If your company is looking for a great way to brand yourself, as well as create eye catching graphics that can draw your potential customers, Display Ads could be your answer.

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