Performance & Optimization

How do you get the right message to the right person? With targeting, of course. But once they’ve come to your site or clicked on your ad, the real targeting begins. It’s not enough to “lead a horse to water”—in digital advertising, you need to know exactly what type of water that horse likes, when they drink water, what kind of supplements they need in their water, and more.

Supply-chain shortages can really frustrate the flow of business. In the past year, we’ve seen more shortages than ever. According to CNBC, the supply-chain blockages in the production system, “have affected a variety of sectors . . . ranging from shortages of electronics and autos to difficulties in the supplies of meat, medicines and household products.” But shortages in the supply chain don’t mean you have to sit and twiddle your thumbs.

As a leader in programmatic advertising, Genius Monkey knows that a well-rounded strategy includes display first and then other programmatic services added on to complement display. In fact, data shows that display campaigns are the backbone of almost every successful digital marketing media plan. Genius Monkey recently conducted a study in which we took a large sample of clients who were running multiple programmatic mediums (display, video, audio, OTT/CTV, etc) at once to analyze how each medium yielded conversions working together, and the results were no surprise to us!

On November 10 in 2021, Russian cybercriminal Aleksandr Zhukov was sentenced to 10 years in prison for his digital ad scam, stealing more than $7 million from U.S. advertisers and publishers for more than 2 years. How did he do it? Russian “King of Ad Fraud” Gets Caught In 2014, Zhukov started an advertising network and received payments from other ad networks to place advertisements on websites. But instead of putting ads on real web pages, he rented 2,000 computer servers and put them in data centers, programming them to act like humans viewing ads.

In 2017, 76% of marketers reported that they currently had or planned to have marketing attribution. Fast forward to today, where that number has only increased, as marketing attribution is a crucial part of any marketing strategy. With attribution being so widely used in one form or another, marketers must use an attribution model that is the right fit for them. A minuscule 22% of marketers believe they’re using the right attribution model, leaving 78% wondering what they should be doing.

In marketing and advertising, we know that the more you know, the more you can optimize and succeed. When it comes to attribution and reporting, knowing the full picture about a potential customer can be the difference between landing a solid conversion and losing a crucial lead. While other OTT & Connected TV marketers claim to provide thorough attribution, what you may not know is that they may not be giving you the whole picture.

Can you remember every ad you saw? What was the last commercial that caught your eye? In a world of constant messaging and promotion, it’s nearly impossible to remember every ad that passes your way. So how can you expect your customers to do the same? A Real-Life Example with Genius Monkey A law firm recently partnered with Genius Monkey to increase leads, and they started seeing results almost immediately.

Genius Monkey recently made a blog post about Google’s modifications regarding its cookie guidelines for the digital marketing industry. But hold the presses! Google just announced that it was pushing back its timeline from 2021 to 2023 before they kill third-party tracking cookies, giving the brands a chance to plan for more privacy-conscious targeted ads. So, it appears that marketers may have at least two more years before the cookie cremation happens.

Too many marketers forget that the ad is only the first impression—known as the “pre-click experience.” Everything that happens after a prospect clicks your ad, or when they visit your website a day, week, or month later is part of the post-click experience, and it’s this stage in the customer journey that has the greatest impact on whether your customer will convert. Understanding how to properly optimize the post-click experience for your customers can be tricky, but don’t worry.

The most important factor when working to improve your return on ad spend is relevance. Brand relevance must be prioritized to succeed in any marketplace, but it’s even more crucial to maintain your pertinence in a market currently experiencing significant swings due to unforeseen events, such as ours. So how can advertisers stay relevant in today’s world? And who determines what is (or is not) relevant anyway? Both questions have the same answer: the consumer.