Diversity & Multicultural Advertising Builds Trust

Diversity & Multicultural Advertising Builds Trust

Diversity is more than just a buzzword.

Recent data points to a desire from users – especially younger generations – to see more diversity in advertising.

We took a closer look at the impact of incorporating a range of representation in digital advertising.

40%

5.2%

83%

Multicultural consumers make up almost 40% of the U.S. population

But multicultural media spending is only 5.2% of total ad and marketing spend.

Brands with the highest diversity scores see an 83% higher consumer preference.

Download our onesheet for more statistics and key takeaways you can implement now. 

 

12 + 11 =

Focusing on genuine representation and building a connection with all communities builds trust with consumers and ultimately builds brand loyalty. It is imperative to not only represent minorities within advertisements, but also to normalize the presence of non-heteronormative bodies within the media. While we have a long way to go, learning and reading more about it is a great place to start.

 

 

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Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Diversity & Multicultural Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters.

PRIDE MONTH EMPLOYEE SPOTLIGHT: Members of the LGBTQ+ Community at Bidtellect

PRIDE MONTH EMPLOYEE SPOTLIGHT: Members of the LGBTQ+ Community at Bidtellect

In honor of Pride Month, we have highlighted members of the LGBTQ+ community at Bidtellect to hear about their experiences and advice on how to best support and celebrate Pride at work.

headshot tyler hazlewood with text

Pride is more than just a rainbow flag.

What has your experience been like in the workforce being a part of the LGBTQ+ community?

Being “out” in the workforce is different for every person. After struggling with coming out in college, I was nervous to be my authentic self in the workforce. I quickly learned, however, that our industry is full of allies and people who treat everyone the same way. It has been so peaceful and stress-free to be who I was created to be and not have to hide it for fear of termination or mistreatment.

 

How can team members in the (virtual) office be allies to the LGBTQ+ community?

Ask questions and understand situations that people that are LGBTQ+ have gone through. Be visible and proud of being an ally. Let those people in the LGBTQ+ community know that you support the community.

In what ways do you believe companies should be celebrating pride month? Do you believe there are ways companies should not be celebrating pride month?

Don’t only teach the history of Pride Month (i.e. the 1969 Stonewall riots that jump started the gay liberation movement in the U.S. and ultimately led to yearly celebrations of Pride), but also teach where things currently stand in terms of equal rights to all employees. Pride is more than just a rainbow flag. If organizations are going to celebrate Pride month, tell stories about the history of Pride and showcase people that have paved the way for the LGBTQ+ community, as well as ones who continue to do so in our current times.

What does it mean to embrace LGBTQ+ pride?

Be willing to learn, confront your own bias or privilege, encourage family and friends to be allies, learn from your possible past mistakes where you may not have been supportive, intervene when needed, get involved, and get educated. Treat people of the community with respect and the same way you would want to be treated.

How are you planning to celebrate this year? 

Pride Events in Dallas with friends, plus a Bidtellect Dallas Office Pride Lunch!

headshot alex williams with text

I believe that truly embracing pride is to be fully accepting of yourself and others. It means knowing that all people deserve the same respect as anyone else. This means being comfortable with yourself and allowing and promoting others to feel the same way about themselves.

What has your experience been like in the workforce being a part of the LGBTQ+ community?

I’m very proud of who I am as a person.  In the past, anytime I encountered any sort of issue in the workplace regarding an aspect of my character, I relied on that confidence in myself to push through it. I also have a very open sense of humor, so if “gay jokes” were thrown around the workplace, I might have laughed along – but you’d better believe I cracked a joke that got right back at them. 😛

How can team members in the (virtual) office be allies to the LGBTQ+ community?

Vote to support people who care about human rights. You can be as nice as you want to your LGBTQ+ coworkers, but if you’re voting in support of a legislature that infringes on their rights, then your kind words are meaningless.

In what ways do you believe companies should be celebrating pride month? Do you believe there are ways companies should not be celebrating pride month?

Rainbows everywhere. (Only partially kidding.) The celebration of pride is very commonly focused on this one month, which, in my opinion, isn’t the best approach. This leads to a sense that the organization is only responsible for this support in one given month. In order to support our LGBTQ+ community, we need to make it clear that we support the LGBTQ+ community year round. This could be as simple as making it clear in our organization that discrimination is not allowed.

What does it mean to embrace LGBTQ+ pride?

Once again, rainbows. (Also only partially kidding.) I believe that truly embracing pride is to be fully accepting of yourself and others. It means knowing that all people deserve the same respect as anyone else. This means being comfortable with yourself and allowing and promoting others to feel the same way about themselves.

How are you planning to celebrate this year? 

I’m going to keep doing what I always do. I will keep on living my life authentically and I won’t be ashamed of who I am. I’m going to live my life proudly.

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Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Diversity & Multicultural Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters.

Bidtellect: Your Travel Partner

Bidtellect: Your Travel Partner

The skies are opening up! Travel bookings are increasing, luxury travel is returning, and best yet: shoppers are doing most of their preparation shopping online. Download our latest Travel Onesheet for the latest industry travel trends and our programmatic strategy recommendations.

In a survey of 12,000 travelers in 12 countries, 65% of respondents are planning to “go big” on their next trip

Some of Bidtellect’s recommendations:

  • Use context-driven targeting to reach consumers engaging with content on relevant environments like luxury travel sites, travel articles, and more.
  • Combine context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. 
  • Offer ways to make online booking easier and include promotions in your creative assets to capture attention. 

Let's reach your performance destination!

15 + 13 =

Want to learn more? Reach out to speak to someone here.

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Diversity & Multicultural Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters.

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

With the cookieless future looming large, we break down different types of targeting, the power of contextual targeting, and how optimization can supercharge your programmatic cookieless strategy.

What is Contextual or Cookieless Targeting?

 

What is targeting in programmatic platforms?

In programmatic marketing, targeting refers to the methods used to identify and reach target consumers or audiences most likely to be interested in the product or service an advertiser is selling.

What are the different ways platforms can target? 

There are different types of targeting such as first-party data, third-party data, and one of the most common, cookies. First-party data is data that is directly collected from interactions with your consumers and audiences through your companies’ own site. Some examples of first-party data include demographics, purchase history, website activity, interests, behaviors, etc. First-party data has a direct relationship with the consumer (Treasure Data, 2021).

Third-party data is data you acquire from very large databases where it is bought and sold programmatically (Treasure Data, 2021). Cookies fall under the umbrella of third-party data. A cookie is a small piece of data stored on the user’s computer that helps a website keep track of visits and activity.

 

What is ‘context’ and what information does it use for targeting?

Context refers to a cookieless set of data points that factor into an ad placement’s ability to perform.

Contextual targeting is targeting based on the information available on the page or site of the ad space, rather than user data. Since it is based on what the consumer is currently engaging with, contextual targeting is successful in predicting what the consumer will engage with next.

Contextual targeting is gaining popularity as it is adaptable to an inevitable cookie-less future. With contextual targeting, the look and feel of every single ad placement is unique to the page and can be correlated even more closely with user behavior. It is the answer to the cookie-less future.

Contextual Targeting

  • seamlessly integrates your ads into relevant content users are already consuming
  • offers precise attribution
  • guarantees higher engagement
  • offers greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine
  • works on all formats: Responsive Native, Display, Video Units, and High Impact Units

What is Contextual or Context-Driven Optimization?

Optimization describes the algorithms that a bidder uses to determine bid prices, whether or not to bid, and how often to bid depending on the performance goals of a campaign. In other words, optimization describes ways to optimize an ad in order to get the best engagement in the most efficient way possible.

Programmatic optimization is the process of improving a programmatic ad campaign’s performance in real time based on data. It’s what makes programmatic advertising the most efficient use of your digital ad budget. With that being said, research shows that programmatic media buying now accounts for 85% of all digital ad spending (Strategus). If you haven’t already made the switch to programmatic, now is the time. 

Platforms optimize performance in a variety of ways from cookies to creatives. Context-driven optimization is optimization without using user data or cookies. Contextual optimization is Bidtellect’s key differentiator that uses contextual signals to optimize performance. 

How Does Bidtellect Use Context? 

Bidtellect has been utilizing context since our founding. We began as a native specialist demand-side platform nearly a decade ago. With native ads, we necessarily had to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment, in addition to reaching performance goals.

Bidtellect’s Contextual Targeting: Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions: first-to-market context demographics targeting, categorization and keyword targeting, interest targeting, and inventory quality targeting. Bidtellect also teamed up with Bombora to combine our granular ad placement-level targeting with Bombora’s robust B2B taxonomy for a unique first-to-market B2B contextual targeting tool.

Bidtellect’s Context-Driven Optimization:  Bidtellect’s contextual offering goes beyond targeting solutions and into optimization. Optimization maximizes spend, ROI, and performance for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

AARDvarkBidtellect’s Automatic Algorithmic Rate Determination toolfactors multiple context data signals simultaneously including: page-level contextual signals, domains, individual publisher ad placements, devices, times of day, and days of week to evaluate auctions and make bidding decisions according to 14 selectable optimization goal types.  In other platforms, bid factoring falls entirely onto traders.

Why Choose a Contextual or Cookieless Strategy with Bidtellect?

Context uses the information on the page rather than audience data to deliver the most relevant ads to consumers. Bidtellect consistently outperforms data targeting strategies with our contextual strategies – not only within our own platform, but when testing against other platforms, as well.

Let us help you optimize on your performance goals!

Reach out to learn more.

 

 

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Diversity & Multicultural Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters.

Spring and Summer Travel Trends & How To Reach Consumers

Spring and Summer Travel Trends & How To Reach Consumers

Spring is here and summer is right around the corner. It is time to get ahead on your summer travel campaigns and advertisements. Here are the latest trends and tips to make your programmatic campaigns take off!

People Are Excited About Spring & Summer Travel

With warmer weather and summer vacation ahead, travel plans are almost inevitable. We are seeing an upward trend in excitement to travel in the coming months. Last year was all about covid-restrictions and sanitary measures, this year is all about luxury and epic travel destinations.

People are excited about traveling this spring and summer:

  • 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind (Destination Analysts, 2022)
  • A record high 57.9% feel we are closer to normal in the U.S (Destination Analysts, 2022)
  • Americans saying they are avoiding international travel is down to a record low 52.0% (Destination Analysts, 2022)
  • This year the likelihood of spring travel is even higher for hybrid workers (86%) and millennials (75%) (Vacasa, February 2022)
  • Family and friend events were the activities most likely to encourage a trip in 2022 (45% and 32%, respectively) (Vacasa, February 2022).

On the other hand, rising gas prices are a concern for travel plans:

  • About six in ten travelers indicate rising gas prices will impact their travel plans during the next six months (Longwoods International)
  • One study found that 58% of respondents said they would adjust their itineraries if gas prices continued an upward trajectory (Travel Pulse, 2022)

Booking (And Advertising) Travel Online Is More Popular Than Ever

As travel tends to pick up around this time of the year, gross bookings increase simultaneously. Travelers are looking to book online more frequently than ever before, as well as looking for luxury travel experiences. This could even mean that families and business travelers look for private jet hire and luxury accommodation bookings online to find the best deals that they can get their hands on. What does this mean for advertisers? Adjust messaging and photos to appeal to those looking for luxury and leisure through nice hotel rooms, lounges, etc. Also, use context-driven targeting to reach consumers on luxury travel blogs and websites. Luxury travel is in, and so is online booking. Get a head start on summer travel trends with your ads.

  • 51% of US luxury buyers purchased travel online, compared to 14% who purchased travel in-store (eMarketer, 2022)
  • By 2022, it’s estimated that total gross bookings will hit $441 billion (Phocuswright, 2019)

Bucket List Trips, Epic Destinations, & Group Travel Is The Move

It is safe to say that after a couple of summers of being cooped up in a home due to the pandemic, it gave people the chance to adjust to the new normal. They tried a bunch of things to pass their time. While many took to making appearances on TikTok, others played games that pay real money to pass the time. Yet there were others who may have considered learning new skills and therefore took up online classes on website development, graphic design, acting, and cooking; the list is long. However, now people are again ready to begin on their adventurous journey. A recent study by Longwoods International found that only 2 in 10 travelers say that COVID-19 will greatly impact their decision to travel in the next six months. Not only to travel, but to begin crossing off Bucket List travel destinations. Last summer, we saw an increase in travel by cars due to the worry of flying during the pandemic. This summer, it is expected that epic travel destinations by plane will be in the forefront. People are itching to plan their next epic destination vacation with family and friends.

  • In a survey of 12,000 travelers in 12 countries, 68% of respondents are planning to “go big” on their next trip (Expedia, 2021)
  • One travel company reported a jump in searches to “epic destinations” (Amadeus, 2021)
  • There’s been a reported 600% rise in bookings for groups of over 20 people, while searches for popular destinations for groups of friends have doubled (Amadeus, 2021)
  • Vacation home bookings were up between 30 and 60 percent in small cities and resort destinations compared to 2019 (NY Times, 2022)

However, many people are still afraid to travel because of covid. To avoid traveling, they prefer to spend their summers at home, playing games, learning new skills, and so on. Many even hire professionals to build residential pools and spas at their homes so that their children can enjoy summer to the fullest while taking all necessary safety precautions.

Video Ads Build Trust & Recognition

Using video in your advertisements can help build trust and recognition from the consumer. Online videos have the ability to bring a destination to life and they allow for the consumers to see the experience they are looking for. Most vacation resorts and hotels who are offering the option of timeshare tend to use this method to attract potential clients while giving the brief about the whole deal. However, one needs to clearly read the contract and understand all the conditions put forth before getting into the deal. It is understandable that the deal can offer many opportunities, but one could also end up paying hefty amount in the long run and may have to reach out to timeshare exit companies for solutions. Coming back to using online videos, capture the attention of your audience by utilizing an expert in programmatic video delivery who can target, optimize and reach your captive audience like Bidtellect.

  • 80% of millennials use online videos when researching a purchasing decision (Animoto via Digital Brew, 2020)
  • 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Optinmonster via Invideo, 2022)

Not All Video Ads Are Created Equal

Bidtellect delivers access to in content video placements at unparalleled scale. We leverage our proprietary real-time optimization algorithms, multiple formats including Instream and Outstream-Native, and pricing options – offering brands a solution to reach your target audience within premium content they are consuming.

Download our Video Solutions Onesheet to learn more:

15 + 13 =

Reach Your Target Travel Consumer: A Holistic, Privacy-First Approach With Bidtellect

Bidtellect Benchmarks – Travel

  • .25% CTR – Responsive Rate
  • 79% VCR
  • 60 Secs Avg Time on Site

Contextual Targeting + Optimization + Audience Creation

Reach your audience in contextually-relevant environments. We combine our context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. Prepare for the cookieless-future while reaching performance goals in your vertical.

Access to Travel Consumers:

  • Seaside Resorts
  • Adventure Travel
  • Budget Travel
  • Last Minute
  • Business Travel
  • Honeymoons
  • Holidays
  • Traveling with Kids
  • & MORE

3P Travel Audiences:

Utilize Bidtellect’s 3P data partners to reach users who show patterns similar to your campaign’s target audiences.

Example Segments:

  • In Market – By Destination, Hotel Searchers, By Airport
  • Traveler Types – Family, Business, Leisure, Budget, Roadtrippers
  • Booking Windows
  • Competitive Brand Conquesting

Reach Out Today & Let Us Help You!

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Diversity & Multicultural Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters.