According to an infographic by Koeppel Direct, over 60% of marketers employ programmatic ads for campaigns. Because programmatic ads can give you access to various data for better and optimized targeting, this makes it an effective way for marketers to promote their brands to the right people. However, this does not automatically mean your programmatic campaign will become successful. It takes years of expertise to master the inner workings of programmatic display and make successful campaigns.  While launching an effective programmatic campaign may seem complicated, here are tips to make it easier so you can yield better results for your campaign.  Determine and segment your audience  First and foremost, a programmatic campaign must have a segmented audience. This refines your ad groups and also improves your audience targeting. Audience segmentation in a programmatic campaign needs to be highly detailed so your ads can target the right audience. This, in turn, will give you more conversions, since you’re more likely to target audience groups that are actually interested in what your brand offers.  Keep track of audience behavior Thanks to the the capabilities of programmatic to track audience behavior, you can make optimal ad buying decisions. It is important that you understand when, where, why, and how your audience converts so you can know the best way to run your ads, and keep improving them in the future. For example, if your audience tends to go online at around 3-4 in the afternoon, it may be best to increase the ad frequency at this time to increase the likelihood of these potential targets converting. Check with your data management platform to see if you can get these insights to create a more optimized programmatic campaign.  Create engaging and appealing content  Of course, using data alone is not enough to create a successful campaign. You must also have creative, engaging, and appealing content for your target audience segments. It’s best to have multiple creatives that have messages tailored to each audience segment. Customize your creatives to make use of different channels and device features, that way, you have creatives made to appear in certain devices and channels. You can even use Dynamic Creative Optimization platforms (DCO) as these can drive better engagement by dynamically swapping out components of an ad in real time.  Read more about what kind of content appeals to Millennials.  Run campaigns across devices  Running a programmatic campaign across several devices is a good way to hit multiple audience segments, in terms of the devices they use. You can create dynamic ads with HTML5 that can run across different screen sizes. For tracking and measuring conversions across different channels, you can use cross-device attribution vendors, like Tapad. Lastly, when running campaigns in multiple devices, you should determine if deterministic matching, probabilistic matching, or a combination works best for your campaign goals.  Monitor campaign performance  Last but definitely not the least, you should always thoroughly monitor your campaign’s progress and performance. Not only does this help you know the results of your campaigns, it also helps you make the necessary changes to optimize your campaign for better performance. To effectively track your campaign performance, test your ads as soon as they go live and conduct ongoing ad testing. Adjust budgets and creatives for better real-time performance of your ads.  There’s a lot that goes into making a programmatic campaign as effective as you want it to be. It’s definitely not an easy process, and requires a combination of platform data, critical thinking, and expertise in various digital marketing platforms. That is why brands often seek the help of digital marketing experts for a successful programmatic campaign. When you have the right people running your programmatic campaign, you are sure to have great results.  To talk to programmatic services experts, get in touch with us today! 

We live and breathe in a highly digital world. Almost everyone has a Facebook account; nearly half of those users have Instagram, and a percentage uses Twitter as well. Anyone can use and post on social media channels, but few brands can actually make themselves seen (Check out the 20 coolest brands on social media in the Philippines). Even fewer can utilize these channels to create meaningful interactions with their customers. Effective social media strategy is more than just posting Facebook updates or Instagramming or tweeting about your products and services. If you truly want to stand out, doing just the bare minimum won’t cut it. Though sharing relevant content and keeping your consumers up to date with what’s happening with your brand isn’t a bad thing, it is not enough to create engagement. So why is creating engagement important in the first place? Well, imagine if you have 30,000 Facebook followers, but your posts barely get one or two likes or, sometimes, no comments at all. There’s no point in having a large audience if they’re not interested in what you have to say. You have to encourage conversation to establish better brand awareness and drive brand value. So what should you do? It starts with understanding what engagement can do for your brand. Social media engagement has significant impact on the visibility of your content. The more people engage with your content—through liking, reacting, commenting, or sharing—the more others will see your content in their own news feed. Furthermore, brand visibility through social media helps build consumer confidence; majority of people try out new services and brands through recommendations from friends and family. To boost customer engagement through social media strategies, keep in mind the following: Establish a connection with your audience. Creating great content, such as infographics or blog posts, is a good place to start engaging your consumers but don’t stop there. Think of a way to share your content in a way that will make people stop and pay attention, and better yet, get them talking. One way to open up conversation is through asking questions. For example, if you run a fitness club, you can ask your audience what they think of cheat days on their diets. Respond to your audience. Once your audience answers your question or writes a comment, you should engage back. Have an open dialogue with them; the audience likes to feel that there is a genuine human connection between them and your brand. Responding to them can encourage more conversation and may even increase your post’s visibility. Aside from answering comments, you can also utilize tools that let you monitor mentions of your brand. Looking for and answering mentions will show that you are paying attention and that you value your customers’ feedback. Make sure that you respond if your customer tags you in an Instagram post or story for an engaging two-way communication process. This will make your brand more attainable and relatable, since it shows that you are making an effort to reach out to your audience. Post consistently and regularly. It is challenging to get your own content to stand out amongst a sea of other social media content. To increase the chances that your audience will see yours, try posting during hours when they are likelier to be active. Your content should also be posted consistently and regularly but not as frequent to the point that it’s irritating. Let your audience know that you are there and give them useful and entertaining information. But never hijack their social media pages! If you need answers on how frequent you should post on social media, see the link. Carefully craft your content. Remember: quality over quantity. This may seem par for the course, but unfortunately, lots of people still forget it. Even if you generate numerous content, but if the quality is lacking, your brand will suffer for it. Instead of focusing on dumping content in one go, take the effort to make sure that the content you will be putting out is relevant, timely, and interesting enough to capture your audience’s attention. Final Thoughts You can’t boost your engagement with just one post a week or with poor-quality content. You need to be consistent with interacting with your audience to make sure they don’t forget about you, and you need to foster a mutually beneficial relationship with them through meaningful dialogue. This is a challenge you must undertake to improve brand awareness and your social media presence. If you want to get the best digital marketing campaign results without fuss, check out our services at LeapOut Digital. If you’re ready to launch a remarkable campaign or simply wants to speak with someone to learn more about it, don’t hesitate to contact us.

An Infographic on How Millennials are Using the Internet Millennials are a sought-after market not only in the Philippines but globally. However, only a few businesses know how to tap into this tech-centric, informed audience. Millennials are poised to represent 50% of the workforce in 2030, presenting brands with a $600 billion spending opportunity. They are an important target market for your business and, with the right strategy, can turn into lifelong customers. As the first generation that grew up online, Millennials readily embrace online solutions that offer flexibility, convenience, and fit their lifestyles. Use the information below to understand how your millennial customers use the Internet to attract, engage, and retain this young group. Need help with creating a digital marketing campaign aimed towards Millennials? We’d love to hear about your project!