What you need to know about Programmatic buying

Programmatic buying is the increasingly popular way to buy online advertising. It’s a much more technical way to buy online advertising then what we are used to but it has benefits. Programmatic Buying describes online advertising that is analysed through multiple software systems according to demand, inventory avails, user engagement and more, all to provide a more optimised and performance driven result for the advertiser.

How mobile friendly are you?

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Mobiles and tablets are becoming the most used internet device, taking over desktop computers and laptops.

And, it’s forecasted that their use with only continue to grow.

Now, it’s more important than ever to ensure that your brand and customer experience on a small device is your number one priority.

There is no point ignoring the rise of the smart phone as your business will be left behind.

Besides getting your website mobile friendly there are many ways you can utlilse the rise of smartphone use to benefit your business…

Apps – Work great for online stores or where you can offer an extension of your services.

Advertising – There are various forms of mobile advertising including In-App & In-Game advertising. App use equates for 80% of mobile use so this can be an effective tool when you want to engage in very specific targeting.

SMS Marketing – An easy way to get a message or offer to your target consumers wherever they are and whatever they are doing.

Most of us are permanently connected to the internet these days, you only have to lift your head up when out at a café to see how many other patrons have their head down consumed in their smart phones.

If you haven’t considered how mobile friendly your online presence is, or you don’t even know if your website is mobile friendly, now is the time to call QA. We can arrange an assessment of your website and online offerings and advise you on the next steps you need to take.

Media Consumption and how our habits are changing

How much media do you consume? On a Daily basis? A weekly basis?

Here’s an average day for me:

  • 30 min of TV in the morning before work
  • 15 min of Social Media on a Mobile Device
  • 15 min of Radio on the way to work
  • 15 min of online news on a PC
  • 8 hours of listening to the Radio at work
  • 2 hours minimum online throughout work
  • 15 min of Social Media or browsing over Lunch on a Mobile Device
  • 15 min of Radio on the way home from work
  • 15 min of Social Media on a Mobile Device
  • 3 hours of TV at night
  • 30 min of online browsing on a Mobile Device across the evening

My daily habits mean that I consume a massive 15 hours and 15 minutes a day of media. This is potentially several hours of advertising each and every day; I’m a great target for advertisers.

One of the major changes to media consumption in recent years is reflected in my usual day by the usage of a mobile device being either my iPhone or iPad which lets me access the internet at virtually any moment.

So how does this all fit together within the world of advertising. Here is a simple example of my own habits explains. After spending the last few days browsing online furniture retailers I have been considering purchasing a few items for my home, obviously there are so many options around today that this becomes a tedious task. After noticing the end of a winter sale on TV last night I grabbed my iPad which was sitting in its usual spot (on the coffee table in front of the TV) and had a quick browse, no purchases were made. This morning on the way to work I heard a radio commercial from the same retailer, on my lunch break I decided to jump on my mobile phone and have another browse which ended in purchasing a new dining suite which will now be delivered to my home within 3-10 business days.

Mobile devices give us the ability to search, browse and shop online and make decisions anywhere and anytime of day. Making advertising your product even more important.

We all face an overload of media each day but if your advertising is not being seen or heard it will be your competitors advertising that will be catching the potential customers that you will be missing out on.

QA helped turn a humble iPhone case from Cairns into an international seller

It all started in far north Queensland when a team of Aussies discovered a need in the market for a sturdy product that would protect the iPhone, but not just any old case!

The team at Indepth Cases designed an iPhone case that was waterproof, shockproof and dustproof. The case is perfect for tradesmen, miners, water lovers and those with an active outdoors lifestyle.

The Indepth Case allows your phone to be completely waterproof and fully functional underwater, allowing you to take underwater photos.

QA helped launch the product across Australia with an advertising plan that incorporated a limited budget with highly targeted TV placement. The initial strategy focussed on the cheaper option of digital tv, in particular ONE HD which is already a channel highly targeted to males, sports lovers and fishing enthusiasts.

After just one month on air Indepth Cases had launched their way into the marketplace, online sales had gone through the roof and fishing store stockists were getting a fantastic result.

Indepth Cases have now evolved over time with added features and accessories including a belt clip, bottle opener, floater accessory, mounting clip and more female friendly colour options (pink of course).

With everyone moving over to the iPhone as the preferred phone choice this was definitely the right market to get into. Indepth Cases have continued on a long-term advertising campaign across all states of Australia in only the highest targeted programming designed to reach the core market of outdoor, water and sports lovers.

Steady sales and increasing popularity has allowed Indepth to break into the international market, first with a TV advertising campaign in New Zealand, followed by an American campaign on the Outdoor Channel broadcasting to a reach of almost 40 million viewers.

Indepth Cases is a great example that advertising on a small budget isn’t a barrier to achieving results. QA look at all aspects of your business and devise powerful long term strategies to help you achieve growth and success, based on high level research, ratings, consumer behaviour and a thorough understanding of your product.

If you would like to launch your new product or company contact QA and we can help you achieve results.

Does anyone pay attention to Online Advertising?

We all know there is advertising online because we have all seen it. But when it comes to placing online advertising, clients always ask with hesitation ‘Does anyone pay attention to Online Advertising?’

Roy Morgan research reveals that consumers do notice online advertising but the level of engagement is linked to their age.

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Source: Roy Morgan, July 2012 – June 2013 (n = 9,743).

Generational definitions: Pre-Boomers: born pre-1946; Baby Boomers: 1946-1960; Generation X: 1961-1975; Generation Y: 1976-1990; Generation Z: 1991-2005

As to be expected, the younger the audience the more engagement they have online. The younger generations of today have grown up in the digital revolution and as more of them are online, own smart phones and watch online video, they are much more likely to see and also notice online advertising. The 65+ market are the least likely to get engaged with online advertising, both because there are less of this age group online, and because they are less likely to trust online advertising.

How to best target your audience online?

According to Roy Morgan Research consumers aged 39 and under spend close to 17 hours online a week, and 40% of them are willing to click through on an online ad. This is an age group you could effectively target online through banner ads, display ads and digital videos.

If you want to target the 50+ market online, who spend an average 5 – 13 hours online a week you will reach a higher audience with an email newsletter rather than that of a banner ad. 65% of the 50+ market are willing to read an email newsletter, as opposed to only 35% of the 39 and under market. The older audience are more trusting to a personalised email and more likely to engage.

The next thing to get right of course is your creative! (And that’s another topic in itself!) You won’t get any success from online advertising if your ad is annoying, intrusive or simply not informative.

Contact Queensland Advertising and we help plan your online campaign. Check out our website for more information www.qadvertising.com.au

Digital Marketing 101 – What YOU Need to Know for 2014

Matt Travers is a Campaign Manager at Reload Media, Queensland Advertising’s digital marketing partner. Reload and QA work together to ensure that clients have an integrated marketing strategy across traditional and digital mediums. If you find this article useful, please share on your preferred social channel.

“I think there is a world market for maybe five computers.” – Thomas Watson, chairman of IBM, 1943.

What do you need to know about digital marketing in 2014? Well, there definitely is a world marketplace for more than 5 computers; in fact by the end of 2014 the number of personal computers in use is expected to topple 2 billion.

Take in to account the number of internet connected smart phones, tablets, watches and toasters (I wouldn’t be surprised) and you get yourself a great deal of consumer touch points if you’re a marketer.

In order to establish what you need to know about digital marketing in 2014, we need to take a step down Google lane and see how the industry has evolved so far.

Major milestones include the extreme growth of Google AdWords, display advertising and the uprising of mobile internet use.

So what can we expect this year?

Content marketing has already taken shape as one of the most important activities that your site/brand should be undertaking.

2014 will see content marketing not as an add-on to your digital marketing activity, but a necessity. If the Google search results were a mountain and your website a car, you better hope your filling the fuel tank with the premium unleaded 98 version of content; that provides value and helps your target market. Once your fuel tank is full, it’s all about how you drive it to ensure you reach the top of the mountain.

Mobile continues to grow rapidly, with search advertising on mobile devices expected to grow by 76% in 2014 and mobile banner advertising expected to grow by 100%. Mobile is a piece of the digital marketing pie (it’s a big pie) that you can’t ignore!

Social media is another hot topic when it comes to digital marketing. From a recent survey, 100% of business decision makers use social media for work purposes, 79% of marketers have integrated social media into their traditional marketing activities, and 33% of consumers cite social networks as a way they discover new brands, products or services. Social media is proving to be a great introduction piece to your marketing. Is your business utilising social to it’s full potential?

Driving a well-planned content, mobile and social strategy is all well and good…from a micro perspective. Making sure you look at the bigger picture and try and gain as much leverage off each channel is really what 2014 is going to be all about. Marketers will be looking to gain as much leverage as possible from offline channels to the online world, which, as proven by Google, is where the majority of consumer research is undertaken when looking for a product or service.

So don’t be surprised if more and more TV/radio ads plug specific URLs instead of a phone number or if a newspaper offer is redeemable purely online rather than in store.

So in short, what you need to know is leverage, leverage, and leverage. Visualise your marketing plan on a cork board and connect the dots if you have to, because chances are that there are consumer touch points you are missing out on due to placing your marketing activity in silos.

Remember, if you found this article useful, feel free to tip the author by sharing this article on your preferred social channel.

Matt Travers, Campaign Manager, Reload Media

Matt Travers, Campaign Manager, Reload Media

 

 


The multi-screen household and what it means for Advertisers

The multi-screen household

Australian’s of all ages continue to spend the majority of their screen time in front of their TV sets. However, the introduction of new screen technologies allows multi use between different devices, separately or at the same time.

I am sure many of you have seen this in your household… Dad is sitting on the couch watching his favourite TV show, while browsing online with his laptop checking out the new car he has been wanting to purchase. Mum is in the kitchen and using the iPad to look online for some recipe ideas for tonight’s dinner, one teenager is in their room on the computer surfing the net and another is watching TV and using her mobile device to simultaneously check social media and shop online. Sound familiar?

A recent report has shown that currently 27% of Australian homes have each of the four screen types: TV, PC, tablet and mobile phone which is up from only 16% a year ago. Also, a considerable 31% of homes now have a tablet compared to only 15% in 2012, this number is likely to continue growing.

Although the notion of multitasking isn’t a new trend, in previous years where someone may have been reading a magazine while watching TV they now have one of these devices either in their hand or nearby that is connected to the internet.

So what does this mean for Advertisers? Consumers are more likely to visit your website or look at your product online if they have just seen your ad on TV and liked it. More screens also mean more opportunities for you to get your brand or product in front of consumers eyes, which proves how important a digital strategy is these days.

But… don’t be confused, it certainly isn’t time to reduce TV advertising! The multi-screen household hasn’t taken away from the popularity of TV viewing, it remains strong and is more than likely to continue this way. The introduction of multiple devices is working to complement each other.

The best way for you to adapt your advertising and marketing plans to the multi-screen household is to incorporate a digital strategy. If you haven’t already or you think your current online activities could be lacking contact QA to find out how we can improve your reach.

Thanks for reading our blog and check out our website www.qadvertising.com.au

Traditional and digital media proving to be good partners

Traditional media still has an important place in advertising campaigns as long as its understood how to leverage the benefits of an integrated digital campaign according to Queensland Advertising director Roger Delaney.

“Two years ago it became quite clear to us that as a media advertising agency we needed to embrace and lead the way in the digital space for all our clients. At that time we searched the country looking for a suitable partner who could help integrate traditional strategies with the brave new world of digital media and we eventually partnered with a Brisbane based digital marketing firm called Reload Media.

“Reload now works with our clients to boost their digital marketing performance and as one of the few Google accredited agencies in Australia we now work side by side on all media strategies.  We’ve seen firsthand how traditional and digital media can work together to help improve our client’s overall presence in the marketplace.

“We call it the ‘leaky bucket theory’ and that ensures our traditional advertising spend is not wasted when people go to find the business on the internet,” he said.

Rhys Furner from Reload Media says businesses may have recently seen their websites drop in the Google rankings and this is a result of its recent change of its algorithm, now called Hummingbird.

“Hummingbird is a new program which will better reward those businesses who have invested in producing great quality content and optimised websites. It is designed to give people better search results for their query.

“Essentially Google has become more efficient at determining what information a searcher wants to see and the key to improving a site’s Google ranking is to produce high quality, unique, genuinely helpful and shareable content on your website through a blog or resource section such as articles, infographics or videos.

“We are working with Queensland Advertising’s clients to improve their search presence and rankings so that Google will pick up on the themes around this content and begin to identify their relevance for particular search phrases.

“Google’s goal is to give people the information they want so when you align this with your website, you will reap the rewards from search engines, especially Google,” he said.

Roger Delaney, Managing Director Queensland Advertising

Roger Delaney, Managing Director at Queensland Advertising

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Rhy Furner, Digital Strategist at Reload Media

Australian consumer confidence practically unchanged

This week’s Roy Morgan Consumer Confidence Rating discusses the topic of ‘Consumer Confidence Public Opinion’.  The report is based on 1,301 face to face interviews conducted Australia-wide with men and women aged 14 and over last weekend (October 5-6, 2013).

The report is aimed at taking a snapshot of the levels of consumer confidence within Australia.  The report revealed consumer confidence has received a substantial increase following the Federal Election – reaching its highest point of 124.1.  This figure dropped after the new Coalition Government was sworn in.  The figure remained steady at 119.8 (down 0.4%) after the RBA left Australian interest rates unchanged at 2.5%.

The report also highlights that Australians are relatively more confident about their personal finances compared to this time last year and 51% of these people say now is a good time to purchase large household items.  32% of Australians say that they are in a better financial position, with only 24% (down 1%) saying they are worse off financially that this time last year.

With a new political party elected back in September, 34% of Australians predict good times for the country’s economy; compared to 19% who feel there are worse economic times to come.

Roy Morgan Consumer Confidence Rating, October 8th 2013, Finding Number: 5235, Topic: Consumer Confidence Public Opinion

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

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