Omnichannel

Return-on-ad-spend – or ROAS – has solidified itself as an industry standard for measuring campaign effectiveness. There’s no doubt that ROAS is useful, but an ultra-heavy focus on the metric can be deceptive when determining the overall health of your campaigns. Is the Marketing Efficiency Ratio, or MER, the solution to the problems ROAS creates? Let’s dive into the details: MER vs. ROAS: What’s the Difference? ROAS is calculated by dividing the cost of ads from the revenue those ads produced: (Revenue from ads) / (Cost of ads).

Connected television (CTV) advertising has quickly become one of the most dynamic and competitive segments in digital advertising. As the medium matures, leaders in the space are emerging and beginning to consolidate, signaling a possible end to the “wild west” era of CTV advertising. In this week’s blog from Genius Monkey, join us as we take a close look at the biggest moves the CTV giants are making and what advertisers should know about them.

For a small business, marketing isn’t just about growing profits, it’s about survival. One of the biggest challenges small businesses face is getting the most out of a limited advertising budget. Luckily, there’s a smart solution. Programmatic advertising helps stretch every ad dollar for maximum impact. By using data and automation, it helps small businesses compete with much larger ones. Let’s take a look at how programmatic can help small businesses grow:

What separates a good programmatic platform from an excellent one? Price, support, ease-of-use, and metric reports are all important, but none are more important than optimization. A platform built for results will help advertisers refine, tweak, and adjust ongoing campaigns for the most efficiency. In this week’s blog from Genius Monkey, we’re taking a look at real-time campaign optimization through predictive analytics. Let’s dive in: A Crash Course in Predictive Analytics Predictive analytics is the science of knowing when a consumer is ready to take an action.

One of the many draws of programmatic advertising is the promise of efficiency, but there are plenty of examples of businesses taking “efficiency” too far. In this week’s blog from Genius Monkey, we’re taking a look at another way some advertisers cut out too many steps with the issue of programmatic “black boxes.” Let’s dive in! What is a Programmatic Black Box? A black box is a system where advertisers spend ad money with little control as to how, when, and where ads are placed.

The last year has seen many shake-ups to the advertising world; big platforms shutting down, Google losing multiple advertising-related court cases, and the ever-evolving machinations of MFA. One thing that doesn’t change is the Genius Monkey platform’s ability to reach your audience: any audience! Genius Monkey users represent a vast variety of verticals across multiple programmatic channels. We’re always talking about following the data; let’s see what the data has to say!

AI continues to expand into every facet of the tech industry and life in general, but could the expansion eventually hurt some of its biggest proponents? A report detailed on Adweek suggests that Google’s Search Ad business has slipped slightly in the wake of AI barrelling its way into the search business and – incredibly – Google might be okay with it. Why? Because AI-powered ads have been proven to yield a 25% higher relevance compared to traditional search!

Performance indicators are a vital tool in the digital marketing process, allowing advertisers to gauge the success of their advertising efforts through a variety of metrics. As consumer attention becomes more fragmented and ad blindness rises, traditional metrics such as CTR, impressions, or ad frequency are increasingly falling short of telling the whole story. Views, impressions, and clicks are important, but are often touted as the end-goal or evidence of ultimate advertising effectiveness.

The Genius Monkey platform is all about efficiency, but what happens when the “optimization” does more harm than good? Just as cutting out the DSP step leads to long-term loss, removing programmatic channels like display, audio, OTT, or video might cost less in the short-term, but weakens the overall advertising strategy and inevitably cuts into the bottom line. Programmatic ads work best when they work together, allowing the strengths of each medium to overcome the drawbacks of the others.

Pew research reports that around 86% of Americans consume news on smart devices like phones and tablets at least some of the time, while 57% do so “often.” Though television, radio, and print media still have their audiences, they are significantly outpaced by digital platforms, which are typically ad-supported. Simply put, the advertising audience for news is huge. Many advertisers are concerned about placing ads next to news reports, fearing that contentious topics or other bad news will cast a poor light on any ads surrounding the content.