#Impression Tracking

Do you understand the difference between data and insights? Are you really understanding your data, or do you have surface-level knowledge that can be improved? In an Adweek article by Anastasia Leng, she warns against doing the same thing multiple times without ever “validating if it’s having the intended result.” Leng says many have easy access to metrics without the right tools to differentiate them. Simply put, just because something can be measured doesn’t mean that data should make the decisions for you.

You’re sitting at home, having a conversation with someone about a restaurant or a new piece of clothing you want to buy. Two minutes later, you see an advertisement on your phone for that same exact restaurant or clothing store. How does your phone know what you’re saying? Is there a microphone, constantly listening for buzzwords and then rapidly bringing you ads for those things you talk about? Advertising these days can be pretty advanced, but when you look at life in general, everything is very interconnected.

Did you know the story of The Tortoise and the Hare is actually an amazing marketing analogy? Most businesses want to be the Hare—speedy and instantaneous. But in the marketing world, where the race is a conversion cycle, the Tortoise wins every time. Why? Because the tortoise is patient, steady, and smart. We’re sharing our best tips for understanding the conversion cycle, what a typical conversion looks like, and how you can feel more confident in your marketing efforts, from first impressions to final clicks.

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

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

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

Over the last few years, there have been several changes to how browsers handle first and third-party cookies. And now it looks like it might be time to say goodbye to third-party cookies for good. Yet the largest internet browser, Google Chrome, just announced that it is delaying its rollout of removing cookie tracking from mid 2022 until mid 2023 in an attempt to make sure they get things right.

Marketers from all industries agree that a cohesive customer journey across all touch points and channels is essential. The classic customer journey map, however, is no longer applicable in our ever-evolving digital environment. Why? Because the consumer journey is no longer a straight line. Today’s customer journey is much more complex than ever before. Non-linear journeys are the new normal Today’s modern buyers are in control. Due to the plethora of information available on the internet and the ability to connect with nearly everyone in the world, customers are no longer following a linear customer journey path with a clear start, center and end.

How long do advertisers have to make an impression when they engage an audience online? Not as long as you might think. Marketers typically assume people will watch all of their 15 or 30 second spots or all of their rotating banner ads. But when looking at the data, it seems that’s not always the case. In fact, it rarely ever is. The IAB Digital Video Glossary says a video ad is considered “viewable” if at least 50% of the ad is viewed for two consecutive seconds.

When the pandemic forced billions of people to stay home earlier this year, over-the-top (OTT) media skyrocketed as consumers began streaming more video content than ever before. This wasn’t entirely surprising, though. With video streaming revenue expected to grow to $30.4 billion by 2024, OTT has been a marketing go-to for several years. But there’s an often-overlooked OTT video platform that’s held strong and steady despite the turbulence of 2020, and continues to climb even still: mobile video ads.