Create "Digital" For Multiple Screens

When Rainmakers think about maximizing efficiencies in their digital advertising campaigns, it's not like they can just consult a "digital" standard. The myriad of online and mobile advertising platforms, such as the tablet, smartphone and laptop, all use different technologies that don't easily share data. That leaves marketers struggling to piece together data to execute campaigns and that burns a lot of time and money and impacts the instant feedback that makes digital advertising so compelling. So to be efficient and maximize ROI, marketers need to keep a few things top of mind when they develop their digital campaigns.

-Develop a campaign for multiple screens

In order for digital brand messages to really stand out, marketers have to develop ad experiences that consistently reflect the brand's identity. Managing creative development with this important consideration in mind will increase conversions.

-Assess campaign performance across a three-screen view
Digital media provides marketers great insights and performance metrics, but when marketers rely on multiple channels to push digital messages, it can be difficult to analyze results in any meaningful way unless they've approached campaign performance holistically across all screens and understand exactly how ads are performing across PCs, smartphones, and tablet devices.

-Optimize campaigns in real time
When a marketer sees that its campaign is performing better on tablets and smartphones than on PC, he or she should quickly optimize the campaign to divert more ad budget from low-performance devices to better-performing devices. The key is the ability to compare the real-time performance of different screens in one dashboard view. 

Static Banner Ads Ignored

Most Internet users visit a website and are almost desensitized to static, banner ads on the pages. Click through statistics demonstrate that today a standard banner ad is not enough to engage site visitors. Not surprisingly, Digital Rainmakers are using more dynamic display ad formats such as rich media and video to improve their user engagement. Based on a global study by MediaMind which looked at click- through impressions over a year period, video ads kept site visitors engaged more than five seconds longer than rich media ads. But the key strategic takeaway for Rainmakers is that increased engagement on both ad formats was significantly better when marketers used "dynamic creative optimization," a process that allows Rainmakers to serve customized sets of ad creative based on audience targeting data. With dynamic creative optimization, advertisers can determine the most relevant and best-performing creative down to the individual viewer level. A second tactic also found to enhance engagement is "ad syncing," which allows advertisers to place multiple rich displays on a page to drive site visitor engagement. When these ads complemented each other, users viewed the marketing message with a more cohesive and relevant mindset. So Rainmakers should take heed and replace those standard, static banner ads with more rich media and video ad displays, increasing their brand's relevancy through the use of dynamic creative optimization and ad syncing.