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CPC (Pay-Per-Click) vs. Impression-Based Advertising: Why Impressions Win in Today’s Digital World!

Mon, 27 Apr 2026 04:15:02 GMT

When clients compare the average 0.07% click-through rate (CTR) of impression-based advertising to the higher CTRs typically seen with Pay-Per-Click (PPC/AdWords), it’s natural to question which is more cost-effective. But digital advertising has evolved, and clicks alone are no longer the gold standard for campaign success.

Here’s why impression-based buying often delivers better value, stronger targeting, and more measurable results—especially in today’s AI-influenced and search-shifting environment:

It’s not just about the click anymore. With AI reshaping search behavior and click volume declining, impression-based ads focus on the full customer journey—not just one interaction. We track view-throughs and conversions, giving a more complete picture of how ads influence purchasing decisions.

Conversion tracking > Click tracking. By installing container tags on a client’s website, we track actual actions taken—like form fills, calls, or purchases—which are much stronger indicators of intent than a simple click.

70% of conversions happen after an ad is seen—not clicked – [Comscore]

The average Google CPC rose 19% year-over-year , from 2024 to 2025 now averaging over $4.22 in competitive industries – [WordStream, 2024]

Impression-based CPMs often provide 3–5x more exposure for the same budget, with better frequency and reach .
Smarter placements, less competition. Impression-based ads don’t show up right next to a competitor’s ad like they often do in Google Search, allowing you to stand out against big national brand competitors. Instead, we strategically place them on sites your ideal customers are already visiting—through targeting tactics like behavioral, AI, website visitor ID and keyword matching.

Search engines aren’t the only starting point. Only 36% of people begin their search for information with a search engine. The rest go directly to trusted websites, apps, or social platforms. Impression-based ads reach them there, where CPC based buying never would.

Local businesses are turning away from PPC or CPC. Many SMBs report that PPC hasn’t worked for them—largely because it’s too limited in scope and expensive in competitive categories. Impression-based buying, on the other hand, casts a wider, more targeted net and aligns better with how people consume content today.

Most local businesses say that Pay Per Click doesn't work for them as shown below.:

For more great info on this topic, please refer to this blog post: https://www.vicimediainc.com/the-myth-of-pay-per-click/

Bottom line: Clicks are just one part of the story. With the rise of AI and shifts in consumer behavior, impression-based campaigns offer a more modern, effective way to reach and influence your target audience.

Unlocking Smarter Growth with List Targeting

Wed, 15 Apr 2026 04:00:30 GMT

In today’s crowded marketing landscape, reaching the right audience matters more than ever. That’s where list targeting comes in—a strategy built on consent-based data and first-party insights that helps you connect with high-intent prospects in a more precise, measurable way.

At its core, list targeting starts with data you already own or have permission to use. Think of your existing customer list: past buyers, leads that didn’t convert, or prospects who simply slipped through the cracks. Instead of letting those opportunities fade, you can re-engage them—and even go a step further by giving them an exclusive offer to increase urgency. It’s a powerful way to stay relevant and win back attention.

Another highly effective approach is leveraging direct mail lists—but with a digital twist. Traditionally, businesses purchase lists based on specific geographic and demographic criteria such as income, home value, equity, recent moves, or lifestyle indicators. While direct mail reaches these individuals once, list targeting allows you to connect with them multiple times each month across digital channels. Even better, you can track their online behavior, giving you real insight into engagement and intent.

If you’ve used direct mail in the past, there’s even more opportunity waiting. Those lists don’t have to sit idle—by repurposing them into an addressable digital strategy, you can bring them back to life and extend their value far beyond a single campaign.

Beyond purchased and owned lists, your website is another goldmine for audience building. With Website ID technology, you can collect data on visitors over an initial period (typically around three months), then retarget those users later with tailored messaging. These are people who have already shown interest—making them some of your most valuable prospects.

Seasonality also plays a key role, especially on Cape Cod that has so many second homeowners and vacation-driven traffic. With list targeting, you can reach these audiences before they even arrive—right at their primary residence—or continue engaging them while they’re in-market during peak seasons. This is especially impactful for businesses looking to connect with affluent customers at the right moment.

Ultimately, list targeting isn’t about replacing your existing marketing—it’s about enhancing it. By layering in smarter audience strategies, you can capitalize on missed opportunities, improve campaign performance, and build stronger connections with the customers who matter most. Get started today with CCB Media to learn more about how to put your address lists to better use.

Nailed It: How Digital Ads Built Real Results

Mon, 30 Mar 2026 04:15:04 GMT

Overview:

A well-established building materials supplier wanted to increase brand visibility, engage professional audiences, and drive meaningful online and in-store actions—without relying solely on traditional advertising channels. The goal was to reach contractors, builders, and decision-makers across devices while maintaining efficiency and measurable performance.

Digital Strategy:

A full-funnel digital advertising approach was deployed, combining high-impact awareness tactics with performance-driven targeting. The campaign leveraged mobile, desktop, and streaming advertising by using advanced B2B behavioral targeting, AI, and retargeting with Social Mirror and CTV, Mobile Conquesting with Geo-Fencing and Geo-Retargeting relevant retail and competitor locations, and QR code-enabled Connected TV ads with Social Mirror to bridge TV exposure with mobile engagement. This multi-channel strategy ensured consistent brand exposure while capturing intent and engagement signals throughout the customer journey.

Results:

Due to the strong performance and sustained success of the initial campaign, the client has continued running campaigns for more than five years. Over that time, their efforts have generated more than 6,800 total conversions, including 5,400+ verified in-store visits and 2,300+ QR code scans, demonstrating consistent engagement and measurable results across multiple channels.

Increase Your ROI At This Year's Home Show

Fri, 27 Mar 2026 13:20:54 GMT

Stop settling for one-off handshakes and expensive paper ads. If you’re paying for a presence at a Home Show or Boat Show , you need a strategy that doesn’t expire when the doors close.

Here is how to dominate your next event using Geo-Fencing and Geo-Framing:

1. Build a Digital Fence

We "fence" high-traffic events—home shows, boat shows, or conventions. Every mobile phone that enters that zone is captured. While your competitors are handing out flyers, you’re quietly building a high-intent digital audience.

2. The 30-Day Retargeting Blitz

The show doesn’t end when the booths come down. We retarget those attendees for 30 days after the event. By showing your ads 10–30 times on their mobile devices, you stay top-of-mind long after the initial handshake.

· Pro Tip: Use a specific offer to push urgency and turn "just looking" into a closed sale.

3. Target the Neighborhood (Lookalikes)

Since we know where these attendees live, we can target their neighbors . If someone is interested in a home remodel or a new boat, there’s a high statistical chance their neighbors are, too. This "Geo-Retargeting Lookalike" strategy expands your reach to the exact zip codes that matter.

4. Travel Back in Time with Geo-Framing

Missed the big regional show last month? No problem. With Geo-Framing , we can pull past data from large-scale events to capture attendees who were there weeks ago. It’s the ultimate "second chance" for your sales team.

The Bottom Line: Don’t just sponsor a booklet. Own the digital space and stay in front of qualified prospects before they buy and increase your chances to close the project.

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

Wed, 04 Mar 2026 05:15:07 GMT

If you’ve noticed your blog traffic dipping lately, you aren’t alone. The traditional "how-to" blog post is losing its punch. Why? Because AI is already answering the question for your customers before they ever click your link.

In a world of Generative AI, the old SEO playbook is being rewritten. We are moving from standard SEO into the era of GEO (Generative Engine Optimization).

If you want your local business to stay visible in 2026 and beyond, here is exactly what you need to do right now.

1. Audit Your "AI Reputation"

Before you change a single word on your website, do this: Open ChatGPT, Gemini, or Perplexity and search for your business.

See what the AI says about your business. If it returns incorrect hours, an old address, or misses your key services, you have a data problem. AI models pull from across the web; if they are getting it wrong, it’s because your "digital footprint" is messy.

· The Fix: Find the source of the bad info (Yelp, an old directory, or a social profile) and fix it immediately. Ensure your website and Google Business Profile (GBP) have the most current data.

2. Move Beyond "Generic" Content

National brands are feeling the AI squeeze most, but local businesses aren't immune. To rank now, your content must be uniquely yours.

· Stop writing: "5 Tips for Maintaining Your Roof." (AI can write that in 2 seconds).

· Start writing: Case studies of local projects, deep-dives into how our specific climate affects materials, before/after customer stories or client testimonials.

· The Rule: If an AI can't replicate the experience, it's worth publishing.

3. Feed the AI "Trust Signals"

AI models and search engines are looking for "Proof of Life." They need to know your business is real, active, and trusted.

· The "Everything" Strategy: Your website shouldn't just have text. It needs high-quality images, video tours, and a comprehensive "About Us" section.

· Seek Awards: Industry awards and "Best of [City]" mentions are huge trust signals for AI.

· Maximize Off-Site Profiles: Don't just fill out your Chamber of Commerce or Yellow Pages profile—over-optimize them. Use superlatives (e.g., "The #1 Rated Plumber in Hyannis") and fill out every single available field.

4. Diversify Your Reviews

We know that 25% of local search rankings come from your Google Business Profile. While Google reviews are king, AI models look at the whole picture.

· Get reviews on Yelp, Facebook, Angi, and industry-specific sites.

· AI uses reviews as a primary data source. If customers mention specific services in their reviews ("They fixed my leaking faucet perfectly"), AI learns that you are an expert in that specific service.

5. Get "Hyper-Local" with Reddit and News

Google and ChatGPT currently have a "crush" on Reddit. It represents authentic human conversation—something AI can't fake.

· Reddit Strategy: Look for your city’s subreddit (e.g., r/Austin or r/Chicago). Engage naturally. When someone asks for a local recommendation, being mentioned there provides massive SEO and GEO weight.

· Local PR: Get mentioned in local news articles or press releases. These high-authority local mentions help AI engines "trust" your business location and authority.

The Bottom Line

SEO isn't dead; it’s just evolving. By focusing on GEO (Generative Engine Optimization)—feeding AI the right data, diversifying your reviews, and proving your local authority—you’ll stay ahead of the curve while your competitors are still wondering where their traffic went.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

Wed, 18 Feb 2026 05:15:00 GMT

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

If you’ve noticed your blog traffic dipping lately, you aren’t alone. The traditional "how-to" blog post is losing its punch. Why? Because AI is already answering the question for your customers before they ever click your link.

In a world of Generative AI, the old SEO playbook is being rewritten. We are moving from standard SEO into the era of GEO (Generative Engine Optimization) .

If you want your local business to stay visible in 2026 and beyond, here is exactly what you need to do right now.

1. Audit Your "AI Reputation"

Before you change a single word on your website, do this: Open ChatGPT, Gemini, or Perplexity and search for your business.

The Fix: Find the source of the bad info (Yelp, an old directory, or a social profile) and fix it immediately. Ensure your website and Google Business Profile (GBP) have the most current data.

2. Move Beyond "Generic" Content

National brands are feeling the AI squeeze most, but local businesses aren't immune. To rank now, your content must be uniquely yours.

Stop writing: "5 Tips for Maintaining Your Roof." (AI can write that in 2 seconds).

Start writing: Case studies of local projects, deep-dives into how our specific climate affects materials, before/after customer stories or client testimonials.

The Rule: If an AI can't replicate the experience, it's worth publishing.

3. Feed the AI "Trust Signals"

AI models and search engines are looking for "Proof of Life." They need to know your business is real, active, and trusted.

The "Everything" Strategy: Your website shouldn't just have text. It needs high-quality images, video tours, and a comprehensive "About Us" section.

Seek Awards: Industry awards and "Best of [City]" mentions are huge trust signals for AI.

Maximize Off-Site Profiles: Don't just fill out your Chamber of Commerce or Yellow Pages profile— over-optimize them. Use superlatives (e.g., "The #1 Rated Plumber in Hyannis") and fill out every single available field.

4. Diversify Your Reviews

We know that 25% of local search rankings come from your Google Business Profile. While Google reviews are king, AI models look at the whole picture.

Get reviews on Yelp, Facebook, Angi, and industry-specific sites.

AI uses reviews as a primary data source. If customers mention specific services in their reviews ("They fixed my leaking faucet perfectly"), AI learns that you are an expert in that specific service.

5. Get "Hyper-Local" with Reddit and News

Google and ChatGPT currently have a "crush" on Reddit . It represents authentic human conversation—something AI can't fake.

Reddit Strategy: Look for your city’s subreddit (e.g., r/Austin or r/Chicago). Engage naturally. When someone asks for a local recommendation, being mentioned there provides massive SEO and GEO weight.

Local PR: Get mentioned in local news articles or press releases. These high-authority local mentions help AI engines "trust" your business location and authority.

The Bottom Line

SEO isn't dead; it’s just evolving. By focusing on GEO (Generative Engine Optimization) —feeding AI the right data, diversifying your reviews, and proving your local authority—you’ll stay ahead of the curve while your competitors are still wondering where their traffic went.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

What 2026 Consumer Trends Really Mean — And How Smart Marketers Can Actually Reach Them

Wed, 11 Feb 2026 15:00:11 GMT

Key takeaways:

· Engagement matters before purchase - Attention and interaction are early buying signals.

· Relevance beats reach - Personalization cuts through noise.

· Confidence drives conversion - Address hesitation at the right moment.

· Connected marketing wins - Unified experiences build loyalty.

Remember when marketing was simple? You put up a billboard, punched a target demo into some platform, and hoped for the best.

Yeah — those days are gone.

Today, consumer behavior isn’t just shifting — it’s evolving in ways that make a lot of old playbooks feel downright obsolete. The 2026 Predictions: Consumer Trends Shaping the Marketing Landscape (link to: https://cdn.sanity.io/files/b7pblshe/marketing-prod/d4cac01cc22b6d545997b901f47d2966feba2e80.pdf ) report lays out four big patterns shaping how people engage with brands — and here’s the kicker: these trends aren’t squirreled away in some ivory-tower slide deck. They’re happening now — and the brands that adapt early will own the next wave of customer loyalty and growth.

But understanding trends isn’t the same as reaching them. That’s where three modern tools come in:

Social Mirror , Mobile Conquesting , and Website Visitor ID — and together they’re a marketer’s playbook for taking trends off the page and into reality.

Let’s unpack how this all works — without the jargon and marketing buzzwords.

Trend #1: Worth-wise — People Value Engagement as Much as Transactions

Here’s something you might recognize: customers don’t just want to buy from brands anymore — they want to be part of something. They show up on social, stay for the content, engage with videos, comment on stories, share experiences. They want relationships, not receipts.

But too often marketers only value someone once they pay. That mindset misses the point.

How to Reach These “Engagers” (Before They Buy)

This is where Website Visitor ID really shines. Instead of treating your website traffic like anonymous eyeballs, Visitor ID tells you who is coming back, what they’ve interacted with, and how deeply they’re engaging — even if they haven’t purchased yet. It’s the difference between saying, “Someone saw the pricing page,” and “Hey — this person spent 3 minutes on the pricing page and watched two videos.” That’s insight you can use.

Now, let’s take that insight and extend it into social channels . That’s exactly what Social Mirror Ads do. They reflect people’s actual behavior — like the specific content they gravitated toward on your site — and serve creative that feels familiar, not random. That kind of continuity deepens trust and makes people feel seen, not sold to.

Finally, when you combine this with Mobile Conquesting , you’re reaching active buyers physically — whether they’re near a competitor, a relevant event, or a location where they might be in a buying frame of mind. Instead of blasting everyone everywhere, you’re showing up in context, at the right time and place.

Now that’s how you reward engagement — before someone even enters a checkout funnel.

Trend #2: Spontainment — The New Kind of Surprise Customers Actually Love

Consumers are smarter — and a bit bored. They don’t want the same old campaign they’ve seen a dozen times. They want moments of delight, those unexpected interactions that make them smile, pause, or even share with a friend.

Think of it like this:

We all remember the brand that made us laugh or made us think — not the one same tired formula.

Engineering Surprise (Yes — It Can Be Engineered)

Let’s say someone has been browsing your site — maybe they watch a product video or read through your how-it-works page. That behavior hints at interest. With Website Visitor ID , you can recognize these patterns and set triggers — not to send the same old ad — but to deliver something unexpected: maybe a quirky message, an interactive meme, or a playful creative that feels personal.

That’s not random — that’s smart marketing.

Now, imagine bringing that same vibe into cross-platform advertising with Social Mirror Ads . Because this ad reflects past engagement, it doesn’t feel like “just another ad.” It feels like a conversation you already started. Suddenly, your brand isn’t just visible — it’s interesting.

And then there’s the real world.

Mobile Conquesting lets you take these moments offline (yes — we still live in the real world, too). When someone is near a store, event, or competitor, you can serve a spontaneous offer or creative that feels timely. That’s where delight meets opportunity — and consumers remember brands that show up where they are, not just where the algorithm thinks they’ll scroll next.

Spontaneity isn’t accidental — it’s built on data, timing, and relevance.

Trend #3: Absurdities — Outrageous Works (If It’s Done Right)

Let’s get honest: the internet is loud. So loud that average messaging barely moves the needle anymore. To grab attention, brands are leaning into weird, unexpected, or boldly entertaining content that breaks through the noise. That’s the “Absurdity” trend — and it’s paying off.

Sure, not every brand has a multimillion-dollar creative budget — but you don’t need one to disrupt.

Here’s the trick: bold doesn’t mean sloppy — it means contextual . And that’s where Social Mirror Ads become your secret weapon.

When someone has already interacted with your brand — even just a little — you can afford to take creative risks. Why? Because they already recognize you. Weird, funny, or bold messaging in this context feels exciting, not off-brand.

This doesn’t just catch attention — it invites shares, comments, and word-of-mouth — the kinds of reactions that algorithms reward.

Next, Mobile Conquesting can take absurdity out of the feed and into the moment. Imagine someone walking near a competitor store and seeing a spirited creative from your brand that makes them laugh, or think, or pause. That’s top-of-mind branding that actually resonates.

Finally, data from Visitor ID tells you who responded well to bold creative — so you can repeat and scale what works instead of guessing.

Outrageous done with insight beats safe done with guesswork — every time.

Trend #4: Buy: Because — People Need Confidence Before They Purchase

Let’s face it: buying decisions aren’t automatic. Consumers are overwhelmed with choices, worried about price, and often abandoned by brand experiences that don’t address their concerns.

So, they hesitate. They leave carts. They scroll away.

That tells marketers one thing: people aren’t buying if not convinced.

Turning Hesitation Into Action

The first step is understanding why someone hesitates — and that’s where Website Visitor ID again becomes invaluable. If someone revisits pricing pages, reviews pages, or FAQs, Visitor ID gives you context — and context is power.

Now, use that context to inform your outreach.

With Social Mirror Ads , you can serve helpful content — not just promotional content — based on what that person viewed. Did they spend extra time on FAQs? Serve creative that answers specific questions. Was it reviews? Lead with social proof. That’s persuasion without pressure.

And then — real-world timing matters.

With Mobile Conquesting , you can reach consumers near checkout moments — literally — while they’re out and about. A timely nudge at exactly the right moment can make the difference between “thinking about buying” and actually buying.

This trend isn’t about selling harder — it’s about selling smarter.

Why These Tools Work Better Together

Think of your marketing stack as a storytelling ecosystem:

Website Visitor ID gives you the who and why
Social Mirror Ads give you the how and where
Mobile Conquesting gives you the when and where physically

Individually they’re useful. Together, they create a connected customer experience — from first look to final purchase — that feels intentional instead of intrusive.

And that’s the real shift happening in 2026:

Consumers no longer want to be targeted. They want to be understood.

What This Means for Your Marketing in 2026

So, what’s the bottom line?

Trends aren’t worth much unless you can reach them. And reaching consumers today means more than waving a flag and hoping someone notices.

It means:

Seeing people before they buy
Speaking to them where they already are
Meeting them with relevance, not noise
Turning insights into moments that feel personal

Because in a world full of ads, the brands that feel meaningful will win.

And that’s not just a trend — that’s the next era of marketing.

Native Ads – When and Why to Use Them?

Thu, 22 Jan 2026 05:15:00 GMT

Native Ads – When and Why to Use Them?

Native advertising involves placing paid content in a way that matches the look, feel, and function of the media format in which it appears. Unlike traditional display ads, which clearly look like advertisements, native ads are designed to blend in seamlessly with the surrounding content, appearing as organic parts of the user experience.

Why Use Native Ads?

Native ads offer several key advantages over traditional advertising formats:

Higher Engagement: Because native ads match the platform's appearance, they tend to get more clicks and engagement compared to conventional banner ads. Users are more likely to interact with content that doesn't disrupt their browsing experience.

Ad-Blocker Circumvention: A significant benefit of native ads is their ability to bypass traditional ad-blockers. Since these ads are integrated into the website's content flow, they are not typically identified and blocked by ad-blocking software, allowing marketers to reach audiences who actively avoid standard ads, a demographic that often includes affluent targets.

Improved User Experience: When done correctly, native ads provide a less intrusive experience. By presenting relevant content in a familiar format, they contribute positively to the user's journey rather than detracting from it.

When to Use Native Ads?

Native ads are particularly effective in several scenarios:

Content Marketing: They are an excellent tool for distributing valuable content like articles, infographics, or videos to a wider, relevant audience.

Reaching Ad-Averse Audiences: Use native ads to target demographics known for using ad-blockers, as this format offers a reliable way to get your message across.

Building Brand Credibility: By associating your brand with quality, relevant content on reputable platforms, you can enhance brand perception and credibility.

There are several targeting options for native advertising, including behavioral, keyword, A.I., custom and lookalike audiences, geo-fencing and geo-retargeting. These strategies aim to reach relevant audiences across devices using various data points such as demographics, behaviors, keywords, real-time engagement, location data, and customer lists.

In essence, native ads are a powerful tool when the goal is to engage users with relevant, non-disruptive content and reach audiences that are difficult to access through traditional advertising channels.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

Meta Advertising: Why It Continues to Outperform for the Right Brands

Thu, 15 Jan 2026 09:00:11 GMT

Key Takeaways:

· Meta advertising continues to deliver strong ROI for the right brands because it combines unmatched scale, rich first‑party data, and machine‑learning optimization across the full funnel.

· Facebook and Instagram are still heavily used by adults with purchasing power—especially parents, homeowners, and decision‑makers—and Meta remains one of the most effective platforms for driving awareness, engagement, and measurable action when paired with the right creative and strategy.

You’ve heard it: “Meta doesn’t work anymore.” The reality is more nuanced. Meta still works exceptionally well—but not for everyone, and certainly not in the same way it did in 2018. The brands seeing consistent success on Meta today understand how the platform’s machine learning operates, what types of businesses it is built to serve, and which audiences continue to respond strongly across Meta’s ecosystem.

Just as importantly, Meta is far more than “just Facebook.” Meta is the parent company of Facebook, Instagram, Messenger, WhatsApp, and Threads , rebranded to Meta in 2021 to reflect a broader focus on immersive digital experiences and the future of connection.

When marketers dismiss Meta, they often overlook the scale, data depth, and intent signals that make it one of the most powerful advertising environments available.

Despite frequent claims that “no one uses Facebook anymore,” the data tells a very different story. Facebook remains one of the most resilient platforms in digital media—and for many advertisers, one of the most profitable.

Debunking the Meta Myths

According to recent Pew Research study , 71% of American adults still use Facebook , and more than half check it daily. That level of habitual usage is rare in digital media and reinforces Facebook’s role as a daily utility rather than a novelty app.

Instagram continues to grow as well, with roughly half of U.S. adults now using the platform , up significantly from just a few years ago. Threads, while still in its early stages, has begun to carve out a niche among younger users, though adoption remains modest compared to Facebook and Instagram.

From a broader digital perspective, Facebook is currently the third most-visited website , trailing only Google and YouTube. It surpasses platforms like TikTok and Instagram in overall traffic, reinforcing its continued relevance at scale.

Globally, Facebook boasts 3.06 billion active users every month, making it the most‑used social media platform worldwide. From an advertising standpoint, this scale translates into unmatched reach, sophisticated audience modeling, and the ability to move users through the funnel—from awareness to conversion—within a single ecosystem.

In 2024, Facebook’s total ad revenue amounted to $164.5 billion, up from $134 billion the previous year. Brands are not abandoning Meta—they are doubling down on it.

So, if people are still using these platforms, the more important question becomes: How do we leverage Meta effectively to drive real business outcomes? Let’s dig in to the who, what, where, when and why of it all and how you can use these stats and tricks to use Meta to your advantage.

WHO Is Seeing Your Ads?

One of the biggest misconceptions around Meta is that its audience has aged out or lost purchasing power. In reality, Meta’s platforms reach some of the most valuable consumer segments available to advertisers.

Gender Breakdown

Across Meta platforms, women remain highly engaged—particularly on Facebook and Instagram.

Instagram: ~55% women, ~44% men
Facebook: ~78% women, ~63% men
Threads: Early adoption skews younger and remains relatively balanced

This makes Meta especially effective for categories like retail, healthcare, education, family services, and community‑driven brands.

Age Distribution

Instagram: Strongest penetration among ages 18–29, with continued adoption into the 30–49 range
Facebook: Dominant among ages 30–49, with exceptionally strong usage in the 50–64 segment
Threads: Primarily 18–29, still emerging

Importantly, Facebook’s strength among adults 30+ makes it one of the best platforms for reaching homeowners, parents, professionals, and decision‑makers—audiences that often struggle to be reached efficiently on newer platforms.

Household Income & Education

Meta platforms reach across income levels, but Facebook in particular performs well with middle‑ and upper‑middle‑income households (the $30k-$100k range). Instagram skews slightly higher on household income and education, while Facebook offers scale and consistency across income brackets.

This blend allows advertisers to tailor creative and messaging by platform while maintaining unified targeting and reporting.

A Critical Audience: Moms

According to Comscore data via eMarketer , mothers in the U.S. spend more than twice as much time on Facebook as they do on TikTok . Facebook Groups are where they spend most of their time, which comes as no surprise given the popularity of things like #MomTok and other niche communities.

For advertisers in tourism , education , healthcare , family services , retail and home services , this level of engagement is invaluable.

WHAT Ads Can You Run on Meta?

Meta’s ad formats are one of its greatest strengths. Advertisers can deploy creative across nearly every stage of the funnel:

Some best practices:

Image and video ads for awareness
Short‑form and vertical video for engagement
Carousel and collection ads for product discovery
Lead forms for frictionless conversion
Click‑to‑call, click‑to‑message, and store‑visit optimized campaigns for local impact

Meta’s machine learning thrives on variety. Brands that test multiple creatives, formats, and messaging angles consistently outperform those that rely on a single asset or concept.

WHERE Do Meta Ads Run?

Meta ads appear across Facebook and Instagram feeds, Stories, Reels, Messenger, and Audience Network placements. This cross‑placement delivery allows Meta’s algorithm to optimize toward the placements and environments most likely to drive results.

From a commerce standpoint, eMarketer reports that U.S. adults were more likely to make purchases directly on Facebook than on Instagram in 2025 , though TikTok Shop has surged ahead in social commerce adoption. That being said, Facebook Marketplace remains a powerful and often underutilized commerce channel of its own.

WHEN Is Meta the Right Advertising Channel?

Meta is not a one‑size‑fits‑all solution, but it consistently excels for certain industries and objectives. Based on recent performance, top‑performing verticals include:

For Special Ad Categories—defined by Meta as housing, employment, financial services, and political or social issues—Meta’s targeting restrictions can limit effectiveness and viability of success.

In these cases, complementary solutions like Social Mirror often provide greater flexibility through geo‑fencing, on‑site visit tracking, and contextual targeting without the same constraints.

WHY Meta Should Be Part of Your Marketing Mix

HubSpot reported that marketers also report that Facebook has had the highest ROI of any social media platform over the past year, with 40% of respondents indicating that the platform is among the top three drivers of ROI.

Across all Vici campaigns in the past year, we saw an average click‑through rate of 1.99% , well above many industry benchmarks. Certain geographic pockets of the US—including New York, Los Angeles, Reno, Salt Lake City, and Atlanta—consistently delivered strong engagement, reinforcing Meta’s effectiveness at both scale and local levels.

Meta works best when it is treated as a system—not a single ad or audience.

How Vici Executes Meta Differently

At Vici, we don’t treat Meta as a one‑off tactic. We treat it as a performance engine that works best when layered into a broader digital ecosystem.

Building campaigns across multiple funnel stages and pairing Meta with complementary solutions like Social Mirror , CTV , and Performance Max can help close attribution gaps.

Additionally, leveraging capabilities from other advertising platforms like Mobile Conquesting gives Meta that much more allure. This works by using a “universal pixel” or cross-platform targeting which is an optional add-on to mobile conquesting to follow people who have been served mobile ads onto other ad platforms on ANY device they use.

Or use the incredible customer data you’re gathering from an existing Website Visitor ID campaign, and use the Website Visitor ID Feed to automatically send your cookieless data to Meta (also available for Display, Native, Social Mirror, Video and Online Audio campaigns).

This opens the door for a higher likelihood to these users on other platforms and devices, more creative options, and potentially higher conversions. Conversions tend to be higher on larger-screened devices like tablets, desktops, and laptops.

The takeaway is simple: Meta is not outdated, it is misunderstood. For the right brands, with the right strategy, Meta remains one of the most powerful and profitable advertising platforms available today.

How Google AI Impacts Your Local SEO

Tue, 06 Jan 2026 05:15:01 GMT

How Google AI Impacts Your Local SEO

Google’s rapid shift toward AI-driven search, especially with features like AI Overviews, Search Generative Experience (SGE), and improved machine-learning ranking systems have fundamentally changed how consumers interact with local businesses online. Instead of relying solely on traditional organic results, Google now attempts to understand user intent more deeply and deliver instant, AI-summarized answers directly on the results page. This means your local business isn’t just competing for rankings anymore, it’s competing for visibility within Google’s AI-generated responses.

One of the most significant changes is the reduction in overall website clicks . Because Google’s AI aims to answer a query right on the search results page, consumers often get what they need without clicking through to an organic link or local website. For local businesses, that means fewer opportunities to bring users onto your website, showcase your services, and convert them into customers. Even high-ranking sites are experiencing traffic declines because Google’s AI “pre-answers” the searcher’s question before they ever reach a traditional search result.

AI has also changed the game in how Google identifies trustworthy, authoritative sources for local information. Instead of simply scanning for keywords or backlinks, Google’s AI systems look for content that demonstrates expertise, clear topical authority, and strong relevance to the searcher’s intent . Local entities like businesses, professionals, landmarks, and organizations are evaluated based on how well they are represented across the web, including reviews, citations, structured data, social presence, and consistent NAP (Name, Address, Phone) information.

The new goal of SEO , therefore, is expanding beyond "ranking on page one." Now, the real win is to become a cited or trusted source in Google’s AI responses . This means creating content that directly answers local, service-based, and question-based searches. It also means improving your business’s digital footprint so AI has more confidence pulling from your brand. The businesses with the most accurate, well-structured, and widely referenced information will be the ones Google turns to when building its AI answers.

In this AI-dominated search landscape, local SEO isn’t dying, it’s evolving. Success now requires optimizing not just for Google’s rankings, but for Google’s understanding . Businesses that adapt will maintain visibility, become trusted sources within AI-generated results, and ultimately stay competitive in a search environment where Google answers first and users click second.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

What Is Google Performance Max? Your Guide to Smarter, AI-Powered Advertising

Fri, 12 Dec 2025 15:47:03 GMT

What Is Google Performance Max? Your Guide to Smarter, AI-Powered Advertising

If you’ve ever wished you could run a single ad campaign that covers all of Google’s most powerful channels—without juggling multiple budgets or guessing what will work—Google Performance Max might just be your new best friend.

Performance Max is a comprehensive, cost-per-event campaign powered by Google AI . It’s designed to optimize performance across the entire Google ecosystem, including:

Search
YouTube
Display
Discover
Gmail
Maps

In other words, it puts your message everywhere your customers already are—automatically.

How Performance Max Works

Performance Max takes the complexity out of digital advertising by combining smart targeting with machine-learning automation. You start by selecting your geographic area—your city, county, zip code, or a custom radius —and Google AI does the rest using three powerful targeting strategies:

1. Search Themes

Provide up to 50 keywords or search phrases that your ideal customers use. These "search themes" guide Google’s algorithm to find people who are actively searching for what you offer.

2. Category Targeting

Performance Max reaches users based on their online behavior and demonstrated interests . It identifies high-intent audiences who are more likely to engage or convert.

3. Retargeting

Keep your brand in front of people who have already visited your website. Performance Max follows them across Google channels—on any device—to re-engage them and bring them back when they’re ready to take action.

Why Performance Max Works

Google Performance Max isn’t just another ad format—it’s an all-in-one powerhouse built for efficiency and results. Here’s why advertisers love it:

✔ Served Across All Google Channels Using One Budget

No more splitting spend across multiple campaigns.
F ive placements. One budget. Endless reach.

✔ AI-Driven Optimization & Creative Automation

Google’s advanced machine learning determines the best audiences, placements, and creative combinations to drive conversions.
No more guessing. No more manual testing.

✔ Conversion-Focused for Maximum ROI

Performance Max optimizes for the events that matter to your business—purchases, form fills, calls, bookings, and more.
You get more of the results that drive revenue.

✔ A Win for Advertisers of All Sizes

Whether you’re a small business or a national brand, Performance Max levels the playing field with data-driven efficiency and smart automation.

Targeting Options Inside Google Performance Max

To summarize, here’s how you can target effectively within Performance Max:

Search Themes

Give Google up to 50 valuable keywords or phrases
Helps AI understand user intent
Drives high-quality, conversion-ready traffic

2. Category Targeting

Reach audiences based on interests, behaviors, and online browsing patterns
Ideal for reaching in-market or affinity consumers

3. Retargeting

Stay top-of-mind with past website visitors
Display ads across sites, apps, YouTube, Gmail, and more
Works across all devices for maximum visibility

Google Performance Max empowers advertisers to reach the right customers, at the right time, across every major Google platform—all through a single, AI-optimized campaign. With smarter targeting, automated creative, and a laser focus on conversions, it delivers a higher return on ad spend with less manual work.

In short: Performance Max makes winning with digital advertising easier than ever.

The Benefits of Having In-House Graphic Design & Video Capabilities

Wed, 03 Dec 2025 14:51:52 GMT

Every advertisement begins with an idea or a concept that ultimately requires a solution to bring it to fruition. Time and costs are driving forces in the decision process. Every interaction has the potential to add time and cost to the overall project, making the path to the final product more complex.

Controlling as much of the creation process as possible tightens timelines and reduces costs. Having the ability to do graphic design and video editing in-house enables us to elevate the process and direct focus toward the solution rather than additional logistics like meetings and communications. Our Marketing Consultants work directly with our Graphic Designer in real time to convey and perfect the client’s ideas into visual mockups that can quickly be delivered for client review.

Changes and edits can be fast-tracked into the project, letting the client review stages in real time. This creates a streamlined and efficient process since the client is part of the ongoing process rather than only seeing a final cut. With this approach we can be nimble and work with a wider variety of clients.

Large businesses may have in-house designers that we can work in tandem with, but having our own in-house designer allows us to offer a high level of service to smaller companies who may not have those resources. We pride ourselves on being able to work with local Mom & Pop businesses as well as larger national firms.

Consistency is another feature of a close working relation between Marketing, Sales, and Design. As projects move forward, the teams become very familiar with your brand and how to represent it consistently across multiple media from print and digital to video. As the client’s relationship grows with us, we have a track record of representing their brand in a variety of formats.

Coming together as a team to bring a concept to life, lets us put our best efforts and deliver a high-quality product. Having an in-house design team helps keep timelines short and costs down.

Unlock Unseen Opportunities with Website Visitor ID

Wed, 12 Nov 2025 13:00:13 GMT

In today’s hyper-competitive digital marketplace, understanding your website visitors isn’t just an advantage—it’s a necessity. While Google Analytics and similar tools offer valuable data about user behavior, they often fall short of answering the most important

question: "Who is visiting my website?"

This is where Website Visitor Identification (Visitor ID) technology comes into play, offering businesses deeper insights that fuel smarter marketing, better sales strategies, and stronger ROI.

Let’s turn anonymous browsers into known, actionable leads.

What Is Website Visitor ID?

Website Visitor ID tools go beyond anonymous metrics. Using reverse IP lookup, cookies, and third-party data sources, they help identify which individuals are visiting your website.

What data is collected?

Visitor name, address, phone number and/or emails can be gathered through Website Visitor IDs, fueling your next marketing campaign!

Why Website Visitor ID?

1. Improve Sales Intelligence

Website Visitor ID adds context to your sales strategy. It tells you which products or services a prospect is interested in, how often they visit, and what content they consume. This data can be integrated into your CRM to build detailed customer profiles

and prioritize leads based on behavior.

Tip: Use this intel to personalize cold outreach with specific references to pages visited or whitepapers downloaded.

2. Optimize Marketing Campaigns

Marketers spend significant resources driving traffic but are often left wondering which campaigns actually worked. Visitor ID helps close that loop. You can attribute traffic to specific campaigns and identify which ones are attracting high-value visitors—even if

they don’t convert right away.

Insight: Use visitor data to refine your targeting, messaging, and content strategy, ensuring your marketing dollars are spent wisely.

3. Uncover Hidden Opportunities

Sometimes, the best leads are the ones who never filled out a form. Website Visitor ID uncovers these hidden opportunities by showing interest signals from companies or industries you may not have initially targeted—opening the door to new markets or customer segments.

Understanding which campaigns and channels drive the most engaged traffic helps you allocate your marketing budget more effectively. You can double down on what works and reduce spending on what doesn't, maximizing your return on investment.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

Power of Radio

Mon, 27 Oct 2025 12:00:18 GMT

The power of radio advertising lies in its broad reach, cost-effectiveness, and ability to connect with listeners on an emotional and personal level. Unlike visual media, radio captures audiences during their daily routines, such as commuting, working, or doing chores, creating a powerful "companion" effect.

Key strengths of radio advertising - Local

Radio consistently reaches millions of people each week across the United States of America and hits all demographics, often surpassing other platforms like television and social media in total audience reach.

For us, local means everything. We are locally owned, operated and programmed, and our four CCB Media radio stations offer a variety of demographics that our locals crave.

CCB Media features Cape Cod’s trusted source for local news, weather, traffic and storm center both on-air and online at CapeCod.com.

Once example of how local is important is how we program our stations. We celebrate local heroes and support local businesses with custom sponsorships throughout the year.

Cost-effectiveness and flexibility

Radio advertisements are typically more affordable to produce than TV commercials, as they don't require expensive visuals. This makes radio an accessible option for small and medium-sized businesses with limited budgets. When you work with CCB media, we’ll help you from concept to completion in executing your radio campaign at no additional cost to you. Our goal is to see you WIN!

With that, radio ads can be produced and aired relatively quickly, allowing businesses to be agile and responsive to market changes or current events.

Creates a personal and emotional connection

Because listeners often tune in alone or in small groups while multitasking, they develop a strong, personal connection with their favorite stations and on-air personalities. When a trusted host delivers or introduces a commercial, that message benefits from their established credibility.

With no visuals, radio forces listeners to use their imagination. A well-crafted ad with compelling stories, voices, music, or sound effects can create a powerful and memorable mental picture that deeply resonates with the audience.

Complements other marketing channels

Amplification effect: Radio can create a powerful synergy with other digital and traditional marketing efforts. A radio ad can reinforce a brand's message while prompting listeners to visit a website, follow a social media page, or search for a product later.

Last-message effect: Radio is often consumed right before people make purchasing decisions, such as during their commute home. This "recency effect" means the ad can be the final touchpoint that prompts a consumer to act.

Builds brand recognition and trust

Repetition and frequency: The repeated, consistent exposure of radio ads is highly effective for building brand awareness and recall. With a memorable jingle or slogan, a brand can stay top-of-mind, making it easier for consumers to recognize and remember.

Community connection: Local radio stations are often pillars of their communities. Advertising on these stations, or sponsoring local events promoted on the air, can foster community goodwill and build consumer loyalty.

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

Your Customers Have Cut The Cord. Are You Still Reaching Them?

Thu, 09 Oct 2025 12:00:09 GMT

Advertising your local Cape Cod business should never be a guessing game. With local providers now forcing you to buy into the Boston market when you only want to reach the Mid-Cape or a few towns on the Cape, you're paying for broad, untargeted reach, with much of your ad spend reaching an irrelevant audience. And yes, there is a better way!

With digital targeting, CCB Media can help you determine potential customers with behavioral targeting and then serve your video ads only to those households that show interest in the product or service you offer.

What is Behavioral Targeting?

Behavioral targeting is an advertising strategy that uses data about a consumer’s online and offline behaviors—such as websites visited, searches made, content viewed, stores visited and even purchase history—to deliver ads that are relevant to their interests and needs.

So, it’s no coincidence that when you search for ‘flooring store near me’ into Google that Flooring Ads will begin to follow you as a consumer. We’ve all experienced this on our phones, but how does it work with Connected TVs?

Long gone are the days when you must buy TV ads based solely on a network or demographic of an entire channel. Essentially, we’re utilizing the same data to identify a potential customer’s smart device or IP address, then serving those ads while that consumer is watching their favorite TV programs.

For example, if Steve and Sarah are both watching the same new documentary on Apple TV, they will each see different ads during each commercial break: personalized ads, tailored to their own interests.

What is Connected TV?

Connected TV refers to streaming video content on a television set, whether through a Smart TV or a connected device like a Roku, Amazon Fire Stick, or gaming console.

CTV advertising delivers targeted video ads to this audience, offering the visual impact of TV with the precision of digital marketing.

Why choose CTV over traditional cable?

Precision targeting (behavioral targeting)

Instead of relying on broad demographics, CTV allows for hyper-targeted campaigns based on actual viewer behavior. We can target your ideal audience based on:

Viewing habits: Do they watch cooking shows or sports?
Interests: Are they new parents or fitness enthusiasts?
Online behavior: Have they recently visited a competitor's website or browsed for specific products?

This ensures your ad is shown to viewers genuinely interested in your product or service, significantly reducing wasted ad spend.

Maximum reach on premium networks

Your customers have cut the cord and moved to streaming, and your ad strategy should follow suit. We place your ads on all the major networks your customers watch, including Roku, Amazon Prime, Apple TV, Hulu, HBO Max, Paramount+, ESPN and more. This reaches the "cord-cutters" that traditional cable can't, extending your reach to a growing and engaged audience.

The guesswork of traditional TV is gone. With CTV, you can see exactly how your campaigns are performing in real-time. Key metrics include:

Video completion rates: See what percentage of viewers watch your entire ad.
Attribution: Track conversions to see if a viewer visited your website or storefront after seeing your ad.
Track QR scans via Google Analytics and/or link your Google My Business Profile to CCB Media’s reporting in order to track increases in specific

conversions month over month, such as ‘click to call’ or ‘click for direction’ buttons located on your GMB business profile.

Don't let rigid cable providers dictate how you advertise. Shift your budget to a smarter, more effective strategy. Ready to reach the right people without wasting your budget?

This story was generated using the AI model ChatGPT-5, with human editing for accuracy and tone.

Connected TV (CTV) + Social Mirror = Your Multiscreen Power Play

Tue, 30 Sep 2025 16:21:34 GMT

Connected TV (CTV) + Social Mirror = Your Multiscreen

Power Play

From the hours of 9-5 Monday through Friday, you can bet that I have no less than 15 tabs open on my browser as I’m working. The other hours of the day, as a mom, wife, sister, daughter, and friend, I have about 115 tabs open in my brain. When I climb into bed at night to doom scroll or turn on a show and that is when my brain starts to remember all the things I didn’t do that I was supposed. Just last night I was watching Friends and when it went to a commercial break, it was a cleaning ad and that reminded me that I needed to place a Target pick up order, so I immediately grabbed my phone and placed an order. This is how consumers are consuming content; they are watching the big screens with the little screens in their hands. As a marketer, this is an example of “fishing where the fish are”.

Key Takeaways

1. Consumers Are Multiscreening—So Marketers Should Be Multichannel - People are watching content on big screens while scrolling on their phones. To stay relevant, marketers need to show up everywhere their audience is, seamlessly blending social and connected TV (CTV).

2. Social and CTV Work Better Together - 78% of marketers are using both social and CTV ads—and not as separate strategies. Repurposing social content for CTV (with minor tweaks) helps scale campaigns efficiently while maintaining a cohesive brand voice.

3. High-Quality Doesn’t Mean High-Budget - Storytelling and authenticity matter more than polish. Even phone-shot videos or influencer content can perform well across platforms when the message resonates.

4. CTV Is Now a Full-Funnel Channel - CTV has evolved from a brand awareness tool to a measurable, interactive, and shoppable platform. With better targeting and analytics, it’s a smart way to drive both brand lift and performance.

In today’s fast-evolving digital world, video is king—and it’s wearing two crowns: one for social media, and another for connected TV (CTV). According to a new report by eMarketer and Smartly , the best brands aren’t choosing between social and CTV. They’re building unified video strategies that blend both into one powerful storytelling engine.

So, how can marketers scale high-quality video content across platforms without breaking the bank or their creative teams?

Social and CTV: Better Together

Marketers are no longer treating CTV and social video as separate worlds. With 78% of marketers running both types of ads and nearly 70% planning to increase their CTV budgets in the next year, the goal is clear: create content that can move seamlessly between platforms because consumers are doing the same. As more people watch social content on their TVs and expect consistent brand messaging everywhere, the lines between social and CTV are officially blurred. This is a great opportunity to utilize Social Mirror CTV ads; one video, two placements.

High-Quality Creative is Still the MVP

Even as marketers expand into more channels, don’t sacrifice quality. When it comes to content, storytelling, narrative-driven content, and consistency win. High quality doesn’t have to mean “highly produced.” Today, unpolished videos shot from a phone perform just as well on a CTV screen as they do on TikTok .

CTV Offers the Best of Both Worlds

CTV isn’t just about reach anymore. It's becoming a full-funnel, data-rich, interactive marketing channel. More than 67% of marketers said they shifted budgets from linear TV to CTV due to better targeting and personalization. This shift is helping brands pair immersive storytelling with measurable ROI, something every marketer wants in today’s performance-driven climate.

Repurposing Social Content Saves Time and Money

Instead of reinventing the wheel for every channel, most marketers are making slight tweaks to social content—like adjusting length or format, or changing the verbiage of the ad—for use on CTV. This approach helps maintain brand voice, accelerates production timelines, and cuts costs. Plus, social media’s real-time feedback gives marketers a testing ground. Winning social ads can be elevated to CTV campaigns with confidence—backed by actual audience data.

What Success Looks Like Now

While direct conversions still matter, the #1 metric marketers use to judge success is brand lift—specifically awareness and recall. That means the focus is still on creative storytelling, not just quick clicks. With short-form video and CTV ads rated most “effective” across the board, it’s clear where the smart money’s going.

‍Video is everywhere and your brand needs to be, too, but the key isn’t just more video. It’s smarter, more consistent, cross-channel video that resonates across formats and devices.

Want to Reach Football Fans? Score BIG with CCB Media

Mon, 07 Jul 2025 12:00:39 GMT

You want to reach sports fans, but don’t want to pay big bucks to compete with National Advertisers on cable programming.

Now you can, with YouTube TV!

YouTube TV reported 9.4 million subscribers in Q1 2025 and is expected to reach 15.8 million subscribers this year. YouTube TV is now the exclusive home of NFL Sunday Ticket.

There is a HUGE selection of channels on YouTube TV! It also boasts over 100 of the best networks and channels including ABC, CBS, FOX, NBC, ESPEN, CNN, Food Network and more.

With :15 unskippable video ads on YouTube TV, we can target viewers based on their behaviors and interests , not just the content they're watching. That means your message is delivered to sports fans even if they’re watching a cooking show, a movie, or a comedy special—not just game-day programming.

We can zero in on:

Fans of American Football
Event and Sports Ticket Buyers
Live Sports Viewers
People Searching Local Events This Weekend
Media & Entertainment Enthusiasts|

No need for in-game ad inventory and the BIG budgets that come along with competing with National Advertising Brands—this is smarter targeting that reaches the right audience wherever they’re tuned in on YouTube TV.

Final Thoughts: Why YouTube Advertising Is a Smart Move

In today’s digital landscape, attention is everything and YouTube is where that attention lives. With billions of users, laser-sharp targeting, flexible budgets, and measurable performance, advertising on YouTube isn’t just a trend, it’s a strategic advantage.

CCB Media can even target YouTube PLUS customers, which includes Google TV, YouTube Movies, YouTube TV and YouTube Videos. Contact a marketing consultant today to learn more and get started!

Meet Website Visitor ID: The Game-Changer in Deanonymizing Your Website Traffic

Wed, 02 Jul 2025 20:47:58 GMT

One of marketing’s biggest mysteries? All the anonymous visitors on your site who aren’t converting, your own website traffic, just out of reach. You’ve worked hard to drive users to your site through killer campaigns, but do you know who they are?

Now you can.

Introducing our brand-new product: Website Visitor ID

This isn’t your average “bounce rate” or “session duration” kind of tool. We’re talking real names, real emails, real addresses, and so much more—pulled right from your site visitors. No cookies, no stalking, no guesswork. Just privacy-compliant, first-party data that turns anonymous clicks into real, marketable humans.

With over 1 billion websites on the internet and 29% of business being conducted online , knowing who is visiting your website is essential for tailoring your marketing and sales strategies effectively.

Key Takeaways from this blog:

Turn Anonymous Visitors Into Leads : Website Visitor ID reveals names, emails, addresses, and more from 20–50 % of your website traffic—without cookies—giving you marketable data from day one.

Fully Privacy Compliant, Cookieless Technology : It’s built to meet CCPA, GDPR, HIPAA, and other privacy standards, using IPs and device-level data instead of outdated cookie tracking.

Instant Marketing Activation : The captured data integrates seamlessly into email, direct mail, display, video, and social campaigns with Website Visitor ID Feed—automatically feeding into your Vici campaigns for a measurable ROI.

What is Website Visitor ID (WVID)?

Website Visitor ID is like giving your website x-ray vision. With one simple pixel placed on your site, we can identify 20–50% of your visitors and give you the details to help you take actions:

• Names

• Email addresses

• Physical addresses

• Age

• Net worth

• Industry (B2B gold!)

• URLs visited on your website

• Device ID

...and more juicy details refreshed daily in a dashboard you can access 24/7.

It’s Cookieless. And That’s a Good Thing.

Cookies are crumbling (thanks, Chrome), and Website Visitor ID doesn’t need them. We use IP addresses, timestamps, hashed emails, and other digital signals to create full user profiles without relying on third-party cookies . That means this tool is:

• CCPA/CPRA/GDPR compliant

• HIPAA-friendly

• NAI & DAA aligned

• Fully opt-out capable

Your data is powerful and respectful. That’s how we like it.

So, What Can You Do With This Data?

This is where things get fun.

You can instantly use Website Visitor ID data in:

• Email campaigns

• Direct mailers

• And yes, we can even push your WVID audience right into Vici campaigns automatically with Website Visitor Id Feed to Display Ads, Native Ads,

Social Mirror ads, Video Ads, Online audio ads & Facebook & Instagram

‍

Proof That It Works

One of our recent success stories, a medical clinic, used Website Visitor ID to match 3,000+ website visitors with names, emails, and demographic data. Over 80% of those were reached online through display and video ads. The result? A lift in click-through rate and booked appointments.

‍

Why It’s Better Than the Other Guys

Tons of Marketable Data - emails!

Let’s compare:

We don’t mess around. This tool delivers.

One Pixel. Endless Possibilities.

Setup is ridiculously easy. We’ll place the pixel for you in the container tag. Within 24 hours, you’re collecting cookieless data that’s updated daily. So, what are you waiting for?

Let’s stop guessing who’s on your site and start using that traffic to build smarter, more effective campaigns. Ask us how to get started with Website Visitor ID and get ready to activate your campaign like never before.

Are You Missing Out on the Marketing Power of the Theatre of the Mind?

Thu, 19 Jun 2025 18:47:35 GMT

Have you ever read a book and then watched a movie and the book was so much better?

It’s because with a book, you’re able to use your imagination. The characters that are picked for the movie are never the type of characters that you created in your mind because when you’re reading a book, you’re using theatre of the mind to create that picture for you. The same kind of thing happens when using online audio as an advertising medium; you get to tell a story and the customer can use their imagination on how the story looks.

‍ Key Takeaways from this article:

Online Audio Engages the Imagination
Like reading a book, audio ads tap into the listener’s imagination, allowing for a more personal and memorable brand experience that visual ads can't always replicate.
Audio Ads Reach Audiences Where Visual Media Can’t
Online audio is uniquely positioned to connect with consumers during activities like commuting, exercising, or cooking—moments when screen-based content isn’t accessible.
Highly Engaged Listeners Drive Better Results
Podcast and streaming audiences are often highly attentive and loyal, leading to greater ad recall and increased likelihood of taking action after hearing an ad.
Advanced Targeting Makes Audio Smart and Strategic
With tools like category targeting, custom audience matching, and AI-driven lookalike audiences, online audio offers precision targeting to complement and enhance an omnichannel marketing strategy.

Online Audio ads are audio ads served to targeted online listeners who are consuming audio content across all types of devices, including smart speakers. Typically when we think of digital advertising, we think of ads with pictures and text or videos and they have places where you can click, but online audio ads also fit into that mix; they are just heard and not seen. Online Audio is a great marketing tool because it offers unique advantages that complement other digital strategies. In a typical sales funnel, the different stages of marketing and advertising fall into four sections:

Branding and Awareness
Consideration and Evaluation
Intention
Conversion

Online Audio is a great tool to enhance a digital campaign and falls within the branding and awareness part of the sales funnel. Audio reaches consumers while they're engaging in other things like commuting, working out, or cooking, so you’re reaching people at times when visual media can't, but you’re still leaving an impact by getting the name out there allowing for more opportunities to connect without needing screen time. When looking at a whole digital campaign and using an omnichannel approach, you could reach someone while they are scrolling social media and they see an ad or a post from your business, while at the same time they are listening to a podcast or streaming music and then hear the ad. The more times that someone sees and hears your name and brand, the more likely they are to recall you when they need your product or service.

It also allows the business to not only tell a story and keep their name out there, but it’s also personal. This is the time for the advertiser to take advantage of the benefits of using online audio since listeners tend to be highly engaged with what they are listening to, leading to better ad recall.

There are also several ways to target consumers with online audio ads, so you’re not relying on just age and demographics. You’re able to get more specific with category targeting, custom audience matching, and retargeting. You could also go the other way and reach a wider audience and use artificial intelligence to capture a new audience that might be interested in what you’re offering or use a lookalike audience to capture a new group of people that are similar to current customers.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation.

Are You Ready For SEO In The Age Of AI?

Thu, 30 Jan 2025 15:36:58 GMT

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

It’s a whole new ballgame with SEO since AI platforms have gained in dominance. Google’s recent core updates emphasized originality and relevance to rank high on a search page. Meaning you will be rewarded for content that offers unique insights and value rather than relying on generic or AI-generated material. Businesses should focus on creating well-researched, user-focused content that aligns with Google’s E-E-A-T principles, while optimizing for local and zero-click searches to maintain visibility in an increasingly competitive digital landscape.

Key Take-Aways:

Google’s core algorithm updates give greater preference to content that demonstrates originality and helpfulness, impacting businesses rankings and signaling a preference for unique, insightful, and user-focused, informative content over generic, promotional or AI-generated material.
Businesses should prioritize creating content that shows Experience, Expertise, Authoritativeness, and Trustworthiness, including naturally incorporated keywords, relevant visuals and engaging layouts to improve user experience.
With Google’s AI Overview and zero-click searches reducing organic traffic, businesses should optimize their Google Business Profiles, focus on local SEO with geo-specific keywords, and create content like FAQs and blogs addressing customer questions.
Key factors for SEO success include factors that a business can do themselves and Technical SEO that should be done by a professional SEO expert. In this post we will explore both.
Actively managing online reviews, engaging with customer feedback, and maintaining accurate business listings in directories help improve search rankings, build credibility, and enhance visibility across platforms.

What Are Google Core Updates:

Google had 4 “core updates” to their algorithm in 2024 (March, August, November & December) and all 4 had impact on how they rank content on websites. Many believe that these core updates signal Google’s war on AI generated content on websites. Does Google penalize AI content on your website? In various forums, Google representatives have said that Google doesn’t automatically detect and penalize AI-generated content. What they have said is that Google highly values originality. This means that repeating generic or widely available information without adding new insights can harm content rankings, as search algorithms prioritize unique, helpful content.

The proof? In a study of websites relying on AI content, they lost an average of 17% of their traffic and dropped eight positions in search rankings. Conversely, 85% of marketers saw increased rankings for content that offers original insights or perspectives. According to Google’s Search Central Blog, they’re focused on “helpful” content, regardless of whether a human or AI created it. Content that lacks credibility, is generic (easily found on AI platforms) and not original, or fails to add user value, may be demoted in search rankings.

Sources: https://www.inc.com/ben-sherry/googles-latest-search-update-suggests-business-owners-need-a-new-content-marketing-strategy/91019074; https://neilpatel.com/blog/googles-spam-update/; https://writesonic.com/blog/does-google-penalize-ai-content

What Should A Business Do?

Focus on creating unique, insightful content that goes beyond superficial, well-known information.
Google core updates emphasized E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Enhance AI-generated content with human insight and expertise. Show trustworthiness and authoritativeness by showing well-researched information with proper citations and sources.
Incorporate keywords naturally rather than repetitive keyword use. You should aim for a keyword density of 2-5%. (If you use your target keyword 10 times in a 1000-word blog post, you’ll have a keyword density of 1%.)
Articles with relevant images get 94% more views than text-only articles. To keep users engaged: organize your content into short paragraphs under clear, short paragraph headlines, use bullet points and lists (formatted like this blog!).
Look at time spent by visitors on your pages (Google Analytics). If someone stays on your content, it signals to Google that they found what they were looking for, but if they bounce back to search results quickly, it thinks your content wasn’t helpful.
Google also rewards pages that load quickly and are easy to navigate. Check your website loading speed at https://developers.google.com/speed/pagespeed/insights

Sources: https://www.inc.com/ben-sherry/googles-latest-search-update-suggests-business-owners-need-a-new-content-marketing-strategy/91019074; https://neilpatel.com/blog/googles-spam-update/; https://writesonic.com/blog/does-google-penalize-ai-content

Example Of Optimizing A Blog:

A unique and engaging graphic (you can ask an AI platform to create one).
Have a strong headline that usually is formed as a question or an answer to a perceived question.
An opening sentence that describes your overall proposition for the article and is in a larger font than the rest of the article.
A “takeaways” section towards the beginning which outlines 4-6 bullet points that are the key points of the article. (Upload your post to an AI platform and ask it to summarize in 4 bullet points).
Ask yourself: Is this content going to provide the reader with useful information that can’t easily be found anywhere else?
Use AI to research information and provide idea starters but you need the human touch for originality, to maintain credibility and quality in your content, and avoid being penalized by Google.

Zero-Click Searches – What A Business Should Do:

Google “AI Overviews” continue to eat into the organic search traffic volume, the SEO traffic is predicted to drop 30% for informational queries in the next year because users get their info from the Google AI Overview Snippet. This is called a Zero-Click Search.
Optimize Google Business Profile to ensure your client’s Google Business Profile is fully claimed and verified. Complete every section.
Actively encourage and respond to customer reviews, which appear prominently in zero-click search results.
Use Google Posts in the Google Business Profile to share news, promotions, or events. This will help ensure a Knowledge Graph appears when the business name is Googled.
Focus on Local SEO using local geo-specific keywords like “best pizza in [city]” in website content, meta descriptions, and Google Business Profile.
Collaborate with local blogs, newspapers, and directories to gain relevant backlinks. Include terms like “near me” in your content where relevant, to optimize for near me searches.
Create FAQs, blogs & optimized content to address common customer questions directly on your website. These could be selected as featured snippets or directly answered on SERPs or AI platforms.
Maintain active social profiles, as they may show up in search results. Share regular updates, promotions, and customer testimonials to maintain engagement.
Ensure website is mobile-friendly since most zero-click searches are conducted on mobile. Test loading speed and navigation.
Monitor local search metrics using tools like Google Analytics, Google Business Profile Insights to see traffic and engagement. This will help you determine what content is resonating with visitors.

Appearing In AI Platform Results – What A Business Should Do:

How does a business get mentioned on an AI Platform? AI Platforms (LLMs) are taught their information and one of the key inputs is Google Search results. So all of the things that get you noticed by Google will in turn get you noticed by LLMs!
Getting reviews from more sources than just Google (angie, yelp, bbb.org). Adding reviews from customers and testimonials to the home page of the site.
Use superlatives, and describe the quality of your work in your content (LLM’s seem to take things very literally – if you say “we provided excellent customer service” they believe it.)

Pay-Per-Click Ads & Organic Listings:

A business appearing as high up in the Organic Listings of Google is critical.
It’s important to appear at the top of Google’s organic listings for your primary keywords, because the first 3 organic listings get more than half the clicks.
On average, only about 1% of all website traffic to a business website comes from paid search ads. The other 99% of website traffic comes from organic search or other websites.
Why is organic traffic so important?
It’s free exposure on the Google search page.
You can reach people who have never heard of your brand before.
You can bring visitors with a relevant and specific intent to your site.
You can reach people locally or worldwide.
It can be targeted and scaled with a content/SEO strategy.
It can build your credibility.

Sources: https://www.mediapost.com/publications/article/397414/nearly-two-thirds-of-google-searches-stay-within-i.html; Datos; SparkToro

The info we’ve covered in this webinar so far, are all things you can coach your clients to do on their own to improve their SEO rankings. Now we look at how our SEO campaigns help them improve their SEO rankings. We do the “Technical SEO”.

Technical SEO:

On-Page SEO Factors: Title, Meta and ALT Tags, URL Structure, Keywords, Quality of Content, Site Maps, Inbound & Outbound Links, Speed, Error Messages, Voice Search Optimization.

TITLE TAGS are html code on a business’ website that displays on search engine results pages as the clickable headline for an organic search result. They are meant to be an accurate and concise description of a page’s content for both the search engine and the user. Every page of a website should have a unique title tag. This helps search engines understand that your content is unique and valuable, and also drives higher click-through rates.
META DESCRIPTION TAGS provide descriptions about the webpage, which can be used by search engines to help categorize the page correctly and users to understand what is on that webpage. Every page of a website should have a unique meta description tag. It’s like a free snippet of advertising for your business.
ALT TAGS are used by search engine crawlers to decipher what an image represents.
URL STRUCTURE is what search engines look at to analyze a website. If it is confusing they may index only a fraction of the website’s pages.
KEYWORDS utilized on your website help search engines connect searchers to your site. We’ll determine what keywords the client can rank for. One strategy is to focus on long-tail keywords when you’re in a highly competitive keyword vertical. These are keywords that generally have lower search volume than short-tail keywords (or “head terms”). For example, rather than trying to rank for “pie,” you target “homemade blueberry pies near me”.
QUALITY, FRESHNESS OF CONTENT refers to how often content is added, updated and linked to, how authoritative and trustworthy it is. Fresh content impacts SEO in multiple ways: It enhances the user experience, encourages frequent crawls by search engine bots, improves relevance and authority within your niche, targets long-tail keywords, boosts user engagement, opens up opportunities for valuable backlinks. With our SEO campaigns we discuss content strategy on earning higher search traffic for core keywords and we optimize the client’s content for SEO once published.
Research has shown that video content is many times more likely to appear at the top of Google search pages than a web page with just written content. Encourage your clients to put video on their website. Videos have been found to boost on-page engagement, which is a powerful rankings factor. The majority of web users prefer watching a video to reading words. Using videos on a landing page can increase conversions by 86%. The average user spends 88% more time on a website with video.
INBOUND & OUTBOUND LINKS refers to the amount of traffic on your site and the number of quality links coming into your website from other websites and links you have on your website to other websites.
ERROR MESSAGES such as Page Not Found can lower your rank position.
VOICE SEARCH OPTIMIZATION is helping a business to be featured in the Google AI Overview or the Featured Snippet at the top of a search page which means that users who voice search will hear that read aloud by the voice assistant.
How does our technical SEO help a website get featured in the AI Overview & snippets? Analyzing the website’s loading speed and making suggestions. Suggesting long tail keywords on the business’ website not just stand-alone keywords. Optimizing the URL structure and internal linking are effective ways to ensure that Google can easily crawl and index the website.

Off-Page SEO Factors: Online Directories, Submitting to Search Engines, Online Reputation Management.

SEARCH ENGINE SUBMISSION includes the top 3 (Google, Bing, Yahoo) and also important but lesser known search engines.
DIRECTORIES SUBMISSIONS is important because directories rank well for search terms and give you relevant links to your website from the directory’s website.
Getting your local business’ NAP (Name, Address, Phone number) information listed on directories, online business listing sites, and citation sites helps to improve visibility of your website. Backlinks from these sites (the sites linking back to your website) can also have a benefit to your search engine ranking.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

Black Friday & Beyond: Radio ROI Is Key to Holiday Retail Success

Wed, 27 Nov 2024 04:29:30 GMT

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

As Black Friday marks the official start of the holiday shopping season, Cumulus Media Chief Insights Officer Pierre Bouvard is exploring how traditional radio remains a vital advertising platform for driving both in-store and online traffic.

According to Nielsen, AM/FM reaches 76% of adults aged 25-54 during Thanksgiving week and 78% during Christmas week. Its ability to connect with listeners while they are on the path to purchase gives advertisers an edge, as 65% of over-the-air radio listening occurs away from home. Edison Research’s Q3 2024 Share of Ear study found that 86% of ad-supported audio time spent in cars is dedicated to AM/FM radio, making it an unmatched medium for reaching holiday shoppers traveling between stores, work, and family gatherings.

As for influencing consumer behavior, research from the RAB and Dial Report reveals that campaigns significantly boost store traffic across industries. For instance, home improvement retailers experienced a 7% increase in in-store visits, while quick-service restaurants saw a 23% lift, and beauty retailers and car dealerships reported the highest increases at 32%.

Beyond brick-and-mortar stores, AM/FM also drives significant online impact. A LeadsRx analysis of 17 OTA campaigns found a 14% increase in website traffic attributed to radio advertising . Radio campaigns boosted new website visitors by 11% for auto dealers, were more effective than TV and online ads at converting awareness into purchases for Amazon Prime Day , and higher frequency radio campaigns increased website traffic by 49% for home improvement stores .

Nielsen’s studies underscore AM/FM radio’s proven return on investment, generating an average of $16 in retail sales for every $1 spent on radio advertising .

For retailers, radio remains a powerful way to reach holiday shoppers and maximize sales opportunities during the year’s most critical shopping season. Bouvard’s full pitch is available via the Cumulus Media/Westwood One Audio Active Group .

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

Tue, 01 Oct 2024 08:25:11 GMT

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

Skim This Article

Digital Out-of-Home (DOOH) advertising is transforming public spaces by integrating technology into traditional advertising formats, creating more engaging and interactive experiences for consumers.
The rise of smart devices and screens in various environments enhances targeted advertising, enabling brands to reach specific audiences based on location, time, and demographics.
DOOH is poised for significant growth, driven by advancements in AI, programmatic buying, and data analytics, offering brands real-time insights and improved ROI in their advertising strategies.

In today’s interconnected world, consumers are constantly engaging with digital screens, from the devices in their pockets to the displays in their homes. Now, outdoor advertising has joined the digital revolution, transforming static billboards into dynamic, programmatic platforms. Digital Out-Of-Home (DOOH) advertising has emerged as one of the fastest-growing programmatic channels, with global expenditures projected to hit $45 billion USD by the end of 2024, according to MarketingCharts.

The Rise of Programmatic DOOH

Out-Of-Home advertising is no longer limited to stagnant messages. DOOH has revolutionized the way brands communicate with consumers in public spaces, leveraging real-time data to deliver personalized, impactful content. The rise of programmatic DOOH is part of a broader shift in Out-Of-Home advertising, with advertisers increasingly turning to automated systems to target and engage consumers in dynamic ways.

In 2015 , DOOH made up just 17% of the total Out-Of-Home (OOH) ad spending. Fast forward to 2023 , and that number is expected to surge to 42% . This substantial growth demonstrates the industry’s confidence in the power of DOOH to reach, engage, and convert consumers in high-traffic, real-world environments.

Why DOOH Works: Engaging Consumers Where It Matters

The effectiveness of DOOH is evident in its ability to drive real-world actions. Studies show that a significant number of viewers took some kind of action after seeing a digital street-level ad. These actions included:

Searching for an advertiser online
Visiting the business in person
Sharing the ad or brand on social media

This type of engagement shows that DOOH does more than just grab attention—it inspires consumer behavior, making it a critical tool for both awareness and conversion. In a time when consumers are bombarded with digital messages, DOOH stands out by being part of their real-world experience , creating a seamless connection between the digital and physical worlds.

Where can these ads be seen? Your gym, a gas station, a salon, grocery stores, shopping centers, restaurants and more! Basically, everywhere we go in our daily lives. DOOH is hitting more than just the streets! With more people on the move this is a smart place to be.

Future Growth: The $50 Billion Opportunity

The future of DOOH looks even brighter. By 2026 , the market is projected to grow to $50.42 billion USD , further solidifying its role as a key player in the advertising ecosystem.

Why You Should Embrace DOOH Now

For brands and marketers, the opportunity to engage consumers through DOOH is greater than ever. As programmatic capabilities continue to expand, DOOH offers unparalleled targeting and flexibility in Out-Of-Home advertising. Whether you’re looking to raise brand awareness, drive foot traffic, or increase online engagement, DOOH provides a scalable solution that delivers real results.

As we look to 2024 and beyond, DOOH is not just the future of Out-Of-Home advertising—it’s the present . Make sure your brand is part of this exciting revolution in advertising.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

What are YouTube Video Action Ads?

Mon, 01 Apr 2024 07:43:02 GMT

What are YouTube Video Action Ads?

Ready, set action! This always makes me think of the game growing up, “Red Light, Green Light!”. You hurry up and go when you hear “Green light” headed to base and run and then hear “red light”, and you pump your brakes, and hope the caller does not see you move. And in the world of fastest growing type of marketing which is video advertising, that is kind of like what YouTube Action Ads are. They stop you in your tracks.

Let’s set the stage first. Picture this: you’re scrolling through your YouTube feed, searching for a solution to a problem or simply seeking some entertainment. Suddenly, amidst the sea of content, a video ad catches your eye. It’s not just any ad – it’s dynamic, engaging, and prompts you to take action. That, my friends, is the essence of a video action ad.

So, what exactly sets these ads apart from the rest? It’s all about interactivity and engagement. Video action ads on YouTube are designed to encourage viewers to do more than just watch passively. They prompt users to engage with the content in meaningful ways, whether it’s by clicking a link, subscribing to a channel, or even making a purchase or learning more about what they are seeing then and there.

One of the key advantages of video action ads is their ability to drive immediate action. Unlike traditional video ads that might simply raise brand awareness, these ads are engineered to prompt users to take the next step in the customer journey. And with YouTube being the second largest search engine next to Google and the second most popular social channel behind Facebook, it is certainly a place to be!

The way they look is very simple really, the video ad includes a button overlay banner that includes a Call-To-Action button, your logo, a headline and your website URL and links to your website when clicked!

With Video action campaigns, you can tell your brand’s story with longer headlines and have access to top-performing places like YouTube’s home feed, watch page, watch next feed, YouTube search results and Google video partners — all within one campaign. Targeting for these ads includes behavior targeting and retargeting. Google Video Partners are high-quality publishers, DoubleVerify filtered, websites and mobile apps where you can show your video ads to viewers beyond YouTube. Partner sites and apps consist of leading publishers in games, sports, entertainment and news.

But let’s not forget the power of storytelling in these ads. Sure, they’re designed for action, but that doesn’t mean they should sacrifice creativity or narrative. In fact, the most effective video action ads often weave a compelling story that resonates with viewers on a deeper level. Whether it’s through humor, emotion, or suspense, a well-crafted narrative can turn a fleeting viewer into a loyal customer.

Now, let’s talk strategy. Crafting a successful video action ad requires careful planning and execution. From defining clear objectives to understanding your target audience and optimizing for mobile viewing, there are many factors to consider. It’s also crucial to experiment with different formats, CTAs, and messaging to see what resonates best with your audience.

Of course, no discussion of video action ads would be complete without mentioning measurement and optimization. When testing these ads we saw a HUGE lift in clicks, almost 7 times higher than regular You Tube Video ads.

Video action ads on YouTube represent a powerful tool for marketers looking to engage audiences and drive action. By combining creativity, interactivity, and strategic planning, these ads have the potential to captivate viewers and convert them into loyal customers. So why wait? Green light your way to video action ads and take your marketing efforts to new heights!

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

How does monthly SEO support my business?

Thu, 18 Jan 2024 07:27:57 GMT

How does monthly SEO support my business?

In the ever-evolving digital melody, where websites compose the future’s ballad, the significance of Search Engine Optimization (SEO) can’t be overstated. It’s not a fleeting note but a continuous serenade that, when played consistently, orchestrates higher rankings, increased organic traffic, and sustained business growth. In this thorough guide, we’ll immerse ourselves in the multifaceted world of SEO and illuminate the myriad benefits that emerge from embracing a monthly SEO practice.

The SEO Overture: A Quick Reminder

SEO, the conductor of the digital orchestra, orchestrates the optimization of a website to elevate its visibility on search engines like Google. It involves an array of strategies and techniques aimed at fine-tuning a website’s relevance and authority, ultimately leading to higher rankings in search engine results pages (SERPs). The SEO stage is dynamic, influenced by algorithmic compositions, user behavior algorithms, and technological harmonies. To stay ahead in this digital sonnet, a continuous commitment to SEO practices is essential.

The Ongoing Benefits of Monthly SEO Practices

Sustained Visibility and Rankings:

The digital realm is a concert hall teeming with competitors vying for the spotlight. Monthly SEO practices ensure your website maintains its presence and rankings amidst the ever-changing composition. Regular optimization helps you dance with algorithmic updates and adapt to evolving user search melodies, preventing your site from fading into the background.

Fresh and Relevant Content:

Content is the soulful rhythm of SEO. Regularly updating and adding new content to your website signals to search engines that your site is an active participant in the symphony, deserving of attention. A blog section, akin to a dynamic movement, provides a platform for regularly publishing content that addresses user queries and establishes your authority in your industry. (hence why we update our blogs on a regular basis)

Improved User Experience:

User experience is the melodious note that resonates in SEO rankings. Regularly fine-tuning your website’s user interface, navigation, and overall experience creates a seamless composition. This not only pleases search engines but also ensures that visitors experience a harmonious journey on your site, leading to higher engagement and conversions.

Keyword Evolution and Adaptation:

Keywords are the lyrical poetry of SEO, and user search behavior evolves over time. Monthly SEO practices enable you to stay attuned to keyword trends, identifying new opportunities and adjusting your content to align with changing user intent. This ensures that your content remains a resonant melody, striking a chord with your target audience.

Strategic Link Building:

Backlinks, the harmonic echoes of SEO, are crucial for digital resonance. Monthly efforts in link building help you acquire high-quality, authoritative backlinks, enhancing your website’s credibility in the symphony of search engines. A strategic approach to link building forms a symphonic network, amplifying your online reputation.

Responsive Website Design:

With the crescendo of mobile device usage, having a responsive website is not just good practice; it’s a necessity for SEO harmony. Monthly SEO practices include ensuring that your website is an adaptable composition, providing a positive experience for users on various devices. This responsiveness is a key note in search engine algorithms.

Analytics and Performance Monitoring:

SEO is not a standalone melody. Regularly monitoring website analytics allows you to track the performance of your SEO composition. By analyzing metrics such as organic traffic, bounce rate, and conversion rates, you can identify the sweet spots in your symphony and fine-tune areas that need harmonious improvement.

The Monthly SEO Composition: Tips for Success

Content Calendar Crescendo: Develop a content calendar that orchestrates the themes, keywords, and publication schedule for your content. This not only keeps your team in tune but also ensures a harmonious flow of fresh content that aligns with your SEO composition.
Keyword Research Rhapsody: Embrace a monthly melody of keyword research. Identify new keyword harmonies, assess the performance of existing keywords, and adjust your content strategy accordingly. Tools like Google Keyword Planner and SEMrush can be instrumental in this symphony.
Link Building Harmonies: Dedicate time each month to create symphonies through link building. Cultivate relationships with influencers and industry virtuosos, seek guest solo opportunities, and ensure that your backlink composition is a harmonious melody. Quality always trumps quantity in the symphony of link building.
Technical SEO Concerto: Conduct regular technical SEO audits to identify and fix dissonant issues that might hinder your website’s performance. This includes optimizing site speed, fixing broken notes, and ensuring proper indexing of your pages by search engines.
Social Media Sonata: Integrate your SEO symphony with your social media composition. Social signals, like likes, shares, and comments, can indirectly impact SEO resonance. Regularly share your content on social platforms, creating a harmonious resonance and driving traffic back to your website.
Algorithmic Adaptation: Stay in tune with search engine algorithmic compositions. Search engines continuously refine their algorithms to deliver the most resonant results to users. By adapting your SEO composition to these updates, you ensure that your website remains in harmony with the latest ranking notes.
Competitor Analysis Symphony: Keep an ear tuned to your competitors’ symphonies. Regularly analyze their SEO compositions, identify areas where you can add your unique notes, and seize opportunities to differentiate your brand in the digital harmony.

The Whole Picture

When we take a look at SEO campaigns, we take a look at everything mentioned above, along with everything else that’s both ON the website, as well as OFF the website:

In addition to SEO, we also recommend and implement Online Reputation Management. Being able to monitor and improve all of the publicly held information about your business is vital. Being able to monitor that through an online portal, solicit reviews (which helps SEO), review competition, and see all kinds of mentions of your business will allow you to see how your customers are viewing you. Knowing this information allows you to adjust as you see fit.

Realizing the Symphony: A Case Study Crescendo

Case Study 1: B2B for HR/Employment

Background:

Our client was in need of gaining market share in the highly competitive recruiting industry, with their main competitor offering three Business to Customer products with price points between $20-$100. Our client, competing in the same industry but in the Business to Business space, had products worth thousands of dollars. Since both B2B and B2C companies were bidding on the same search terms to find their respective customers, AdWords was not a profitable endeavor.

Strategy:

We decided to focus solely on SEO to boost their listing organically. It included optimizing all keywords, meta descriptions, meta tags, alt tags, inbound link building, as well as optimizing ranking keyword reporting across Google, Yahoo, and Bing.

Results:

Our starting point was 321 organic visits. Within two months, the website traffic doubled to 696, and continued to triple the next month until hitting 10K visits less than a year later, then website topped at 14K monthly visits. In addition to website traffic, the company’s revenues have increased enormously since the implementation of SEO.

Case Study 2: Law Firm

Background:

The client wanted to focus on increasing the law firm’s search rankings, especially for people in need of a domestic violence or assault lawyer. The law firm also received a bad review on Google that was not from a former client and therefore needed to be disputed and resolved.

Strategy:

Our SEO team focused on improving the client ’ s ranking in the Google Local search algorithm, and in the larger organic algorithm. The project began with an audit where we found several different parts of the site that were not optimized. Title tags on articles were sub par, which we went in and fixed. Also, looking beyond traditional SEO, our team found that the site design was increasing bounce rate and hurting conversions. Our team was able to make changes that improved the bounce rate and the SEO of the clients’ site. In addition to the SEO work, reputation management is included in SEO campaigns, so we were able to alert the client to some negative reviews. The client was then able to use the information to seek more positive reviews, which boosted overall reputation.

Results:

After the first month of the campaign organic and overall traffic gained 25% and 33% respectively, and 81% of traffic was new traffic. The next month organic and overall traffic jumped to 57% and 56% respectively. Year over year traffic went up 50%. The client reported an average of 250 site views per day. Other completed tasks include a listing on Yelp, changes to home page title tags, reducing the number of tags in the creation of blog posts, making points of conversion easier to locate on client’s site and updating broken Google Plus and Facebook links.

In the grand symphony of digital marketing, SEO plays a pivotal role, and the benefits of continuing SEO practices on a monthly basis are undeniable. It’s not just about reaching the top of the search results; it’s about staying there, adapting to change, and consistently providing a harmonious melody to your audience. As the digital landscape evolves, the symphony created by monthly SEO practices will resonate, ensuring that your brand remains not just visible but influential in the ever-expanding online realm. So, tune your website to the SEO symphony, and let the ongoing benefits unfold as your online presence crescendos to new heights.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

How Do Ads Know So Much About You?

Fri, 30 Jun 2023 07:07:15 GMT

How Do Ads Know So Much About You?

We’ve all been there. You’re scrolling through Facebook, and you see an ad that was for something you were JUST talking about! How in the world did they know? If you type in “does Facebook” on Google, the first auto populated option is “does Facebook listen on your phone”. I had a similar moment just the other day where I hopped on Facebook and saw an ad for a solution to a wet basement. Just that morning I walked downstairs and had water in my basement. Is it a coincidence or conspiracy?

With everything that you do online, and even offline, you’re leaving little “breadcrumbs” about your behaviors. It seems like common knowledge that if you’re looking for a car online that you start to see ads for other cars, but what isn’t so obvious are actions like places that you visit, apps that you download, purchases you make, or forms you fill out that are all gathering data. With all these actions, you are giving information about yourself and what you’re interested in, maybe without even knowing it. For example, one app that I have on my phone is the Fetch app . This is a free app where you can earn rewards by taking pictures of receipts. You take a picture of a receipt, you get points, and then you can redeem those points for gift cards to Amazon, Target, Wal-Mart, Starbucks, Dunkin’, and more. It’s free and it’s easy so that’s great, and with those rewards, comes the opportunity for data collection.

With Fetch, when you create an account, you have option to log in through your Facebook account, your Gmail account, or to create a login. Right there alone, if I log in with my Facebook or Gmail account, that is data that they (Fetch) are collecting and then sharing with Facebook or Google. Now when using those platforms, Facebook or Google, I have the potential to see targeted ads based on the information that was shared through Fetch, like what I bought at the grocery store, Target, or the drug store. This is just one example of how data can be collected and shared amongst data providers and vendors.

Now think of all the apps you have on your phone, loyalty accounts you sign up for to get discounts, or all the places where you bring your phone. All that information is data that can then be sold to data providers. We are integrated with all the major third-party data providers like Oracle, Eyeota, Dstillery, comScore Inc., Bombora, and more.

Products that we offer that have the option to use third party data with Behavioral Targeting are Display, Native, Video Pre-Roll, Social Mirror, Over-the-Top (OTT), and Online Audio. Other products that we offer, like Amazon, Mobile Conquesting, Facebook and Instagram, and LinkedIn also use first-party data. First-party data is the information collected directly from individuals by a company or organization. It is the data that a company collects from its own customers or users, typically through interactions, transactions, or engagements with their own website, mobile app, or other owned platforms. First-party data is considered the most valuable and reliable type of data as it comes directly from the source.

When it comes to Facebook/Instagram, LinkedIn, or Amazon, these are all platforms where you are creating an account and engaging and interacting with the platform so that it starts to learn about what you’re interested in, what content you like to see, etc.. For Facebook, there are several ways they can gather information :

Content you create, posts you like, comments, or audio (you can create audio content, like if you’re a host or speaker in a Live Audio Room. Live Audio can be listened to by anyone in the audience for the broadcast.)
Content you provide through the camera feature or your camera roll settings, or through the voice-enabled features.
Messages you send and receive, including their content, subject to applicable law. Facebook can’t see the content of end-to-end encrypted messages unless users report them for review.
Data about content and messages, subject to applicable law.
Types of content you view or interact with, and how you interact with it.
Apps and features you use, and what actions you take in them.
Purchases or other transactions you make, including credit card information.
Hashtags you use.
The time, frequency, and duration of your activities on Facebook products.

I was recently served an ad on Facebook that was somewhat irrelevant to me since I wasn’t interested in it, so I clicked on it to elect to not see it again and it gave me various options on why I didn’t want to see that ad again. From there, I also saw an option of “why did I see this ad”. When I click on that, it showed me what ads I have clicked on. From there, Facebook uses that to show me other ads that it think I might be interested in. Sometimes it’s a slam dunk, and other times it’s a complete air ball, but one little click can open a whole new world of ads.

Amazon is similar in that it has a wide range of where it is getting its data from such as purchasing and shopping for products on Amazon, Watching FireTV, Prime Video, or Freevee, visiting IMDB.com, using a Fire tablet, streaming Amazon music, using Alexa, Amazon Garage, watching Twitch, and more. Every interaction with those platforms and products with Amazon is gathering first party data that advertisers can then use to target ads to.

When we are targeting people through category targeting on LinkedIn, we are creating that audience based on information they have provided about themselves and their companies. When you set up a LinkedIn account, you are adding your job title, where you went to school, where you currently work, where you used to work, your skill set, your interests, and more. This is all information that LinkedIn can use to tailor the ads that you see on LinkedIn.

Mobile Conquesting is another product that uses first party data along with third-party data, but unlike Facebook, Amazon, or LinkedIn, you don’t have to have an account with these ads. The way that Mobile Conquesting is getting first party data is based off various data partnerships. We have partnerships with various supply partner aggregators that give us access to over 100,000+ mobile apps. These apps pass back data and are also a means to serve ads within. For example, one of the most common apps is WeatherBug. This app gives us access to first party data to around 15 million devices. Another source of data is through the Mobile Exchange Software Development Kit (SDK) . Our software is embedded into various apps that allow the apps to pass back location data points so we can target people who have recently been to certain locations or brand name stores.

In today’s digital landscape, our online and offline activities generate a wealth of data that companies collect and utilize for targeted advertising. From the apps we use to the platforms we engage with, every interaction leaves a digital footprint that can be analyzed and leveraged. Whether it’s the information we share willingly or the data collected through various means, targeted ads have become an integral part of the online experience. While it’s essential to be aware of the data we generate and how it is used, it’s equally important to understand that our actions as consumers enable these practices to take place.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

How to Promote Your Plumbing Business with Digital Advertising

Mon, 26 Jun 2023 06:40:12 GMT

How to Promote Your Plumbing Business with Digital Advertising

My water heater broke and being one of the least handyman-type guys I know, I can’t fix it myself. That means I need to call a plumbing company to come to my rescue before my garage turns into a swimming pool (which, in theory, would be nice to have too). The question is, who do I call? Why do I call them? But, most importantly, who comes to mind when I think of plumbing?

In today’s digital landscape, plumbing businesses have an incredible opportunity to enhance their online presence and drive business growth through strategic digital advertising. By harnessing the power of visually captivating ads and precise audience targeting, plumbing businesses can unlock remarkable results in terms of brand exposure, lead generation, and customer engagement.

There are two products that I would recommend starting with, especially for plumbing and other home service industries. One of these products is Social Mirror.

Social Mirror Ads

Social Mirror advertising is a game-changer that allows plumbing businesses to create visually stunning ads based on their social media content. So, what are Social Mirror Ads, and how can they help you reach your target audience?

Social Mirror Ads resemble your social media display or video posts but appear on other websites and apps. They link 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, specifically targeted to the people you want to reach across all devices.

There are a few reasons to lead off with Social Mirror Ads.

Increase brand visibility : Your visually stunning ads will grab the attention of potential customers, increasing awareness of your plumbing business. Social Mirror Ads are relatively new. These ads have been around for only about 2 years. All of your competitors have not yet been introduced to these types of ads which means your ads are going to be the ones that stand out.
Drive website traffic : By linking your ads back to your website, you can direct interested individuals to explore your services and offerings further. Our Social Mirror Ad Campaigns average 7x higher click-through rate than the national average! That means engagement with your ad campaign, which is what you want, people to interact with your ad.
Target the right audience: Through precise targeting strategies, you can ensure that your ads are seen by the people who are most likely to require plumbing services.

Targeting options for Social Mirror ads include:

Behavioral – thousands of targeting categories including demographics, on-line and off-line behaviors, and interests. Since everything we do, including the websites we go to, what we click on, the apps we use, etc identifies us within different behavioral categories, as a business owner, we get to work together to find the categories that work best for you. Here are a few of the categories that would make sense for a plumber, or other home service company.

Keywords – target a list of up to 500 keywords related to your business, and show Native ads on the web pages where they appear. This is an opportunity to utilize any of the services you offer, competitors, and anything else you think people will be reading about when in need for your services.
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.
Cross Platform Targeting available from Mobile Conquesting

Facebook and Instagram Ads with Meta

The next type of digital ads that I would suggest is social media advertising, specifically on platforms like Facebook and Instagram. While these ads tend to have great engagement, I see social media advertising as an excellent opportunity to increase brand awareness for your plumbing business.

The truth is, most people are active on social media, particularly Facebook and Instagram. As Facebook continues to add more features to its platform, it’s essential to recognize that there are more ad placements available to you than just the newsfeed.

With digital advertising, it’s crucial to reach your potential audience wherever they are. That’s why we created Facebook Premium—an opportunity to reach your audience across the entire social network.

he targeting capabilities on Facebook/Instagram are slightly broader compared to Social Mirror. In fact, combining the two can be an excellent strategy, allowing your audience to see your ads on Facebook/Instagram as well as outside of the platforms.

Here are a few examples of Home Service categories that Facebook/Instagram offer:

Consider including the following products or services in your carousel ad:

Repair
Maintenance Program
Service Program
Replacement
Testimonials or introductions to some of your staff

Becoming the Go-To Plumbing Company

Earlier, I asked, “Who comes to mind when I think of plumbing?” By implementing either or both of the above strategies, you can position your company as the go-to option. However, to achieve that, keep in mind a few tips to create a successful campaign:

Creative : Create visually captivating ad creatives that resonate with your target audience. Utilize high-quality images, persuasive copy, and eye-catching designs. Consider incorporating interactive elements or videos to enhance user engagement and effectively deliver your message.

Captivating Call-to-Action : Craft persuasive and clear call-to-action (CTA) statements in your ad campaigns. Encourage users to take specific actions, such as contacting your plumbing company, scheduling an appointment, or requesting a quote.

Track and Measure Performance : Regularly monitor the performance of your ad campaigns and analyze essential metrics like impressions, clicks, click-through rates (CTRs), and conversions. Utilize this data to identify areas for improvement and make data-driven optimizations. Fortunately, our campaign managers handle all of this for you.

By following these tips and leveraging social media advertising and social mirror ads effectively, you can elevate your plumbing business and make a lasting impression on your target audience.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

Unlocking the Power of YouTube

Thu, 08 Jun 2023 06:10:15 GMT

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.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

OTT effectiveness can be measured.

Mon, 20 Mar 2023 08:00:22 GMT

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.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

Geo-Fencing and Geo-Targeting: What’s the Difference? (Example)

Wed, 11 Nov 2015 07:13:01 GMT

Geo-Fencing and Geo-Targeting: What’s the Difference? (Example)

Digital jargon can be pretty confusing at times. Many words can have different meanings and it’s important to dig further into their true definitions. For example, keyword targeting could mean Pay-Per-Click, organic keyword display, or can even mean targeting keywords on your website to increase a websites SEO value. See what I mean? Confusing!

Most often confused? GEOs! I often hear the terms geo-fencing and geo-targeting used interchangeably but they are not the same product and should be used differently in digital marketing campaigns. Let’s first start with their true definitions.

Geo-Fencing refers to drawing a virtual barrier around a location using your devices global positioning system (GPS) or Internet Protocol (IP) address, which is just like your virtual address. Ads inside of geo-fenced areas can be seen on computer, tablet, or mobile devices as potential customers are browsing the web. Technically, geo-fencing can be any size radius from a particular location, anywhere from a mile to state-wide. But most people when they are referring to geo-fencing are looking for a very tight radius around a location. A misconception with geo-fencing is that once inside the fence you receive push notifications, or text messages to the device, which is not accurate. What geo-fencing does instead is show ads to the person inside the geo-fenced radius if they are browsing the web, to alert them of a local deal or the distance you are from a particular store location.

So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located. You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.

Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access. When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.

Ready to learn more? Fill out the form below and our team will reach out for a free consultation:

011e50d2

CPC (Pay-Per-Click) vs. Impression-Based Advertising: Why Impressions Win in Today’s Digital World!

Unlocking Smarter Growth with List Targeting

Nailed It: How Digital Ads Built Real Results

Increase Your ROI At This Year's Home Show

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

The New Rules of Search: How to Future-Proof Your Local SEO Right Now

What 2026 Consumer Trends Really Mean — And How Smart Marketers Can Actually Reach Them

Native Ads – When and Why to Use Them?

Native Ads – When and Why to Use Them?

Meta Advertising: Why It Continues to Outperform for the Right Brands

How Google AI Impacts Your Local SEO

How Google AI Impacts Your Local SEO

What Is Google Performance Max? Your Guide to Smarter, AI-Powered Advertising

The Benefits of Having In-House Graphic Design & Video Capabilities

Unlock Unseen Opportunities with Website Visitor ID

What Is Website Visitor ID?

What data is collected?

Why Website Visitor ID?

Power of Radio

Complements other marketing channels

Builds brand recognition and trust

Your Customers Have Cut The Cord. Are You Still Reaching Them?

Why choose CTV over traditional cable?

Connected TV (CTV) + Social Mirror = Your Multiscreen Power Play

Connected TV (CTV) + Social Mirror = Your Multiscreen

Power Play

Social and CTV: Better Together

High-Quality Creative is Still the MVP

CTV Offers the Best of Both Worlds

Repurposing Social Content Saves Time and Money

What Success Looks Like Now

Want to Reach Football Fans? Score BIG with CCB Media

You want to reach sports fans, but don’t want to pay big bucks to compete with National Advertisers on cable programming.

﻿ Now you can, with YouTube TV!

Final Thoughts: Why YouTube Advertising Is a Smart Move

Meet Website Visitor ID: The Game-Changer in Deanonymizing Your Website Traffic

Introducing our brand-new product: Website Visitor ID

Key Takeaways from this blog:

What is Website Visitor ID (WVID)?

It’s Cookieless. And That’s a Good Thing.

Proof That It Works

Why It’s Better Than the Other Guys

One Pixel. Endless Possibilities.

Are You Missing Out on the Marketing Power of the Theatre of the Mind?

Have you ever read a book and then watched a movie and the book was so much better?

Are You Ready For SEO In The Age Of AI?

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH) ﻿

Key Take-Aways:

What Are Google Core Updates:

Sources: https://www.inc.com/ben-sherry/googles-latest-search-update-suggests-business-owners-need-a-new-content-marketing-strategy/91019074; https://neilpatel.com/blog/googles-spam-update/; https://writesonic.com/blog/does-google-penalize-ai-content

What Should A Business Do?

Sources: https://www.inc.com/ben-sherry/googles-latest-search-update-suggests-business-owners-need-a-new-content-marketing-strategy/91019074; https://neilpatel.com/blog/googles-spam-update/; https://writesonic.com/blog/does-google-penalize-ai-content

Example Of Optimizing A Blog:

Zero-Click Searches – What A Business Should Do:

Appearing In AI Platform Results – What A Business Should Do:

Pay-Per-Click Ads & Organic Listings:

Sources: https://www.mediapost.com/publications/article/397414/nearly-two-thirds-of-google-searches-stay-within-i.html; Datos; SparkToro

Technical SEO:

Black Friday & Beyond: Radio ROI Is Key to Holiday Retail Success

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH) ﻿

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH) ﻿

Skim This Article

The Rise of Programmatic DOOH

Why DOOH Works: Engaging Consumers Where It Matters

Future Growth: The $50 Billion Opportunity

Why You Should Embrace DOOH Now

What are YouTube Video Action Ads?

What are YouTube Video Action Ads?

How does monthly SEO support my business?

How does monthly SEO support my business?

The SEO Overture: A Quick Reminder

The Ongoing Benefits of Monthly SEO Practices

The Monthly SEO Composition: Tips for Success

The Whole Picture

Realizing the Symphony: A Case Study Crescendo

Case Study 1: B2B for HR/Employment

Case Study 2: Law Firm

Now you can, with YouTube TV!

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

Smart Phones, Smart TVs, Smart Speakers—and now Smart Out-Of-Home. Welcome to Digital Out-Of-Home (DOOH)

How Do Ads Know So Much About You?

OTT effectiveness can be measured.