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Ad Tech

Tired of Ads? Here’s what you need to know!

Written by Rocío Rodríguez Hernández on Digilah (Tech Thought Leadership)

In a time where users have more control over their ad choices than ever before, it’s no coincidence that an increasing number choose an ad-blocking solution. Currently, 42.7% of internet users worldwide report using an ad blocker. And the technology has expanded beyond the desktop, it is also available for mobile devices and tablets.

Ad Blockers

So, what is exactly an ad blocker and why is it so popular among users? An ad blocker is an application (plugins or browser extensions) that removes or alters advertising content on a webpage. This application removes certain kinds of ads, such as pop-ups, banner ads, and many other common forms of online advertisement. It allows the users to browse the web without being annoyed by disruptive ads that slow the page loading time.

However, many ad-block users understand that publishers have the right to earn revenue on the content they publish. It’s often due to previous negative experiences with ads that users turn to ad-block technology. In fact, most internet users don’t mind ads as long as they are of good quality and don’t interfere with their experience.

Cons for the user

If the use of ad blockers continues to increase, website publishers will try new monetization models that might end up affecting the user. For example, we have already seen some publishers adopting the subscription-based model in which they start charging a fee to access the content they provide just like premium services do. It is an alarming situation as we might eventually lose open access to the content that we have today. On the brighter side, advertisers are now looking for ways to make ads less disturbing and more relevant thanks to new technologies like Unblockia´s solution.

What is Unblockia?

Unblockia is one of the leading companies in the Ad Tech sector that promotes a more transparent and respectful interaction between publishers, advertisers, and users while keeping the internet safe and free. It provides publishers and advertisers with the technology to deliver a better online experience to their users through Acceptable Ads.

Acceptable Ads are ads that aren’t intrusive or annoying. They are respectful, don’t interfere with content, and are clearly labeled with the word “advertisement” or its equivalent. These ads are created with users in mind and are presented in noninvasive ad formats that they are happy to see. At the same time, these ads allow publishers to start recovering the revenue they were losing due to ad blockers.

Delivering a good user experience while maintaining a profitable website is a big challenge for publishers. Without a doubt, new solutions like Unblockia are essential to build a strong and sustainable online future where the needs of users, publishers, and advertisers are met.

Categories
Ad Tech

Shaping the way of digital advertising

Written by Alex Martinez on Digilah (Tech Thought Leadership)

The relationship that people have with the consumption of content in digital platforms is constantly changing.

As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.

All the parts that make up the digital world make a great effort to adapt to these demands.

One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.

It is on this last point that we decided to work in order to contribute our technological value.

Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.

We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.

This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.

What are website owners and advertisers looking for? Let’s break it down.

Publishers want to make the most out of their traffic.

By monetizing advertising inventory

The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.

By ensuring a great online experience

Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.

For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.

Advertisers seek to make good impressions.

By reaching their target audiences

Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.

By placing their content in the right place

Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.

Agencies like Adpone are responsible for placing the ads in the right context.

In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.

At Adpone, we sum it up as #impressionsmatter.

Categories
Ad Tech

An overview of Location-based Marketing

Written by Christian Geissendoerfer – Digilah (Thought Leadership)

Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.

Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.

Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.

  • How to increase revenue?
  • How to interact and attract customers to shop?
  • How to optimize marketing activities?

Those are problems that keep every business owner up at night but have yet been solved.

So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.

How does it work?

Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content. 

Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.

Let’s take a deep dive into the reasons to use Location-based marketing.

Attract more customers and increase engagement

Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.

Build trust relationship between your target audience and your business

When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.

Increase profits from Active Marketing

The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.

To conclude marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. “Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine. 

At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.