What Happened YouTube ad campaigns now have the ability to optimize for a target frequency. Previously, you set a frequency cap (telling Google not to exceed said amount of impressions per user over a specific time frame), but you’d still optimize towards a CPM, CPV,...
In the last handful of years, HTML5 has taken over GIFs and Flash (R.I.P.) as the industry standard for rich media programmatic advertising. And while clickthrough rates for HTML5 banner ads are generally higher, there’s still a time and place for the standard static...
As the biggest advertising platform in the world, Google offers a wealth of products and inventory for advertisers to reach their target audience on. These include running ads via search, display, shopping, video (YouTube), and much more. One of the most popular...
What’s an Ad Server and Do I Need One? As we continue to work towards a more privacy-focused and cookieless future, Scale will determine the appropriate tech mix for our clients. As we diversify our portfolio and understand that attribution will soon be limited, the...
Americans are bombarded by thousands of ads a day. It's impossible to pay attention to everything. The phenomenon of advertising fatigue has become a significant hurdle for marketers. This over-saturation leads to consumers overlooking even the most well-crafted and...
The intricacies of filming a TV commercial vary from city to city. Filming in Chicago has many advantages with the beautiful skyline, lakeshore, and iconic landmarks. However, there are factors unique to Chicago, that should be considered when producing a commercial...
What is TikTok and its impact: In simple terms, TikTok is an app that allows users to create and share videos, majority of which are based around songs or popular voice recordings (i.e Voice overs from a popular TV show.) From comedy to dance trends, how-to videos to...
Utilizing a Competitive Bidding Strategy Paid search competitive bidding is when a brand directly bids on a competitor’s brand name as keywords. If you can successfully show up on competitor’s search terms, this offers a great opportunity to gain visibility for your...
Google offers multiple creative tools that give marketers the ability to dynamically edit their ad copy. Among other benefits, these tools increase the personalization and relevance of your brand to a searcher. One of these is dynamic location insertion (DLI), a...
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