This Week’s Newsletter: What the Heck is AARDvark?

This Week’s Newsletter: What the Heck is AARDvark?

Hello Bidtellectuals!

New day, same great newsletter.

Congratulations to Bidtellectual of the Week Kevin Dwyer!

Bidtellect Releases AARDvark: Answer to Clumsy Manual Bid Factoring

An acronym for its own abilities, AARDvark refers to Automatic Algorithmic Rate Determination. The technology supersizes Bidtellect’s optimization engine and taps the power of automatic bid factoring as a performance tool using cookieless, non-identity based signals.

“Bid factoring has long been a favorite tool of many traders, but has been restricted by its limitations….Bidtellect’s AARDvark takes the burden of bid factoring away from the trader. It deals in features more granular than are typically available and inherently handles multivariate factoring.” – VP of Product Arthur Hainline

Speaking of Arthur, we dive in for a conversation that sheds a little more light on AARDvark and what it means for advertisers, traders, and performance. Watch it below.

READ: AARDvark Press Release

 

Ad Tech’s Great Resurgence is Upon Us

If you had read the headlines of “AdTech’s demise” as recently as February 2020, when nuclear winter was declared, you’d look at current public market valuations, the recent IPO’s and SPAC’s, funding rounds, and the flurry of M&A activity in the space today and think: yeah, ok, crazy. And maybe you did. AdTech is having a moment, but in order for it to reach its potential, change is necessary. Bidtellect SVP Growth and Strategic Business Development Craig Aron on the future of ad tech.

Bidtellect is excited to announce our featured role in Adweek’s upcoming Elevate: Brand Safety Event. Join Bidtellect CEO Lon Otremba in conversation with Adweek Chief Brand Officer Danny Wright for 5 Ways Technology Can Create a Brand Safe Environment for Advertisers.

READ NOW: Without Change, There is Seldom Opportunity

 

Around the Industry:

  • Bidtellect announced the release of its proprietary bid factoring optimization technology: AARDvark, the first of its kind in the industry.
  • The average time spent with mobile increased by 31 minutes in 2020 to reach 4 hours and 16 minutes for US adults, according to eMarketer’s latest report.
  • The pandemic led to a surge of interest in online education programs, and publishers like WWD and Rolling Stone are responding with more. It’s education of the future.
  • Because of user-generated content, social media just isn’t brand safe (at least not yet). Context-signals, supply tiers, advanced optimization, pre-bid blocking, using sentiment – these are the big answers to brand safety and they’re on the open web. More from Adweek’s Elevate: Brand Safety event.
  • Apple announced more privacy measures aimed at ad tech; they also unveiled a video calling feature that could rival Facebook.
BIDTELLECGT HIRING

Trader Scorecard: Your Questions Answered

Bidtellect introduced the beta stage of its first-ever online training certification program. But you have questions and we have ANSWERS. Questions like: What will I learn? Is there a cost? Why do I need this course? How do I start? Check out our FAQs and GET CERTIFIED, BABY!

Case Study of the Week: Tourism Client Achieves 324.7% ROI on Hotel Bookings and Qualified Site Traffic

Vaxxed and waxxed and ready for SUMMER. Travel is coming back, baby, so read this case study for how a US tourism client turned to Bidtellect to drive qualified traffic to their tourism landing page and accompanying content pages. Hello ROI.

Read it here.

BIDTELLECGT HIRING
BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.

This Week’s Newsletter: Pack Your Bags: Travel Post-COVID, Adweek’s Brand Safety Event, FAQs: This Week in Digital Advertising: May 14th, 2021

This Week’s Newsletter: Pack Your Bags: Travel Post-COVID, Adweek’s Brand Safety Event, FAQs: This Week in Digital Advertising: May 14th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Katie Broussard!

Let’s Go Somewhere: Travel Post-COVID!

Thanks to ecommerce and travel bookings, ad spend is red hot right now. (Boy, is that sentence a sight for sore eyes after 2020!) It’s true: in countries where cases are dropping and vaccines are being administered, consumers are planning for travel and buying products to prepare (hello, beach outfits!). Here are some other notes on travel post-COVID:

  • 22% of consumers have booked a vacation within the next three months.
  • Expect a return to leisure travel before business travel, and don’t expect business travel to reach 2019 numbers anytime soon.
  • 45% of respondents said they need to be fully vaccinated before they feel comfortable vacationing.
  • Hygiene and safety standards will continue to be stringent, and digitalization will continue to transform the travel experience. Customer expectations are high!

READ: Travel Post-COVID: What Advertisers Need to Know

 

Trader Scorecard: Your Questions Answered

Bidtellect introduced the beta stage of its first-ever online training certification program. But questions remain. What will I learn? Is there a cost? Why do I need this course? How do I start? We answer your frequently asked questions here.

 

adweek brand safety event logo image

Adweek Brand Safety Event

Worried about Brand Safety? Who isn’t.

Bidtellect is excited to announce our featured role in Adweek’s upcoming Elevate: Brand Safety Event. Join Bidtellect CEO Lon Otremba in conversation with Adweek Chief Brand Officer Danny Wright for 5 Ways Technology Can Create a Brand Safe Environment for Advertisers.

Register here.

 

Around the Industry:

  • For QSRs, apps, touch-less delivery, and loyalty programs were their saving grace over COVID (29% said they increased their usage over 2020, according to Gardner). Now, consumers are loving those loyalty programs and extra perks; QSRs are going to keep pushing them post-pandemic.
  • PubMatic posted revenues of $43.6 million for the opening quarter of 2021 as video and CTV spend bolstered revenues.
  • TTD teased Double Encryption for Publishers, an extra security layer for its Unified ID.
  • Meanwhile, Criteo is currently testing Unified ID 2.0’s single sign-on solution with hundreds of consumers.

ICYMI:

  • What’s after cookies? Here are 3 possibilities for the future, predicted by VP of Product Arthur Hainline after Google’s most recent announcement.
  • Master Bidtellect’s unique platform trading capabilities, gain insider industry knowledge, and earn certifications to share with your network on LinkedIn. Get certified here.
  • More of a visual learner? Watch our Behind the Platform series for insider tips to maximize performance on our platform.

Case Study of the Week: How A Government-Led Agency Turned Content and Context into a Main Performance Tactic Thanks to Bidtellect

A San Francisco-based agency focused primarily on midmarket and government accounts originally tapped Bidtellect three years ago to develop a strategy for an anti-smoking health organization. Read more here.

Stay safe,
Charlotte

BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.

Travel Post-COVID: What Advertisers Need to Know

Travel Post-COVID: What Advertisers Need to Know

Pack your bags! The end of COVID is near, and consumers around the world cooped up for the last year are itching to travel. Here’s what advertisers can expect, from trends to new standards, and how to prepare their strategy.

Digital Ad Spend Is Hot: Thanks to Travel

Wow, I didn’t know when we’d ever read THAT again (especially at this time last year!) Talk about a sight for sore eyes. It’s true: in countries where cases are dropping and vaccines are being administered, consumers are planning for travel and buying products to prepare (hello, beach outfits!). They’ve grown accustomed to digital channels for just about any and everything, so digital ad spend is rising to meet the ecommerce hopes, wants, and needs of consumers.

Ad spending is red-hot right now. The economy is cranking up, travel and leisure are coming back, and consumers are emerging from their pandemic cocoons.” – Henry Blodget, a co-founder of Insider (formerly Business Insider).

Analysts at CNBC say digital advertising’s hot streak shows no signs of cooling down as travel starts to return and e-commerce spend persists. If the fourth quarter of 2020 was digital advertising’s “perfect storm,” then the first quarter of 2021, and perhaps the rest of the year, will be “hurricane season.”

 

Campaign Tip: Spend big on your campaigns and scale to reach as far and wide as possible.

 

Travel Post-Covid: It’s Looking Bright

Consumers are optimistic about travel!

  • 22% of consumers have booked a vacation within the next three months.
  • 51% saying they’re at least somewhat likely to book a vacation within the next three months.

We expect these numbers to rise as vaccine rates rise and more states and countries open up. While local travel and road trips were the popular choice last summer, this summer consumers are eager to visit family and friends they’ve missed, reschedule their cancelled trips from the year before, and experience new sights and places after a year of being cooped up at home.

Campaign Tip: Capitalize on this optimism with hopeful messaging and inspiring content.

 

Vaccine Matters

  • 35% of Americans are currently vaccinated against COVID as of May 10, 2021.
  • 45% of respondents said they need to be fully vaccinated before they feel comfortable vacationing, while another 24% said they would prefer to be vaccinated.

Campaign Tip: eMarketer suggests focusing on demographics who are more likely to have received the vaccine, and geographic areas where vaccines have been rolled out effectively and at scale.

 

Leisure Travel Will Bounce Back Faster Than Business, Hygiene Will Stick Around

According to research, expect a return to leisure travel before business travel. In previous crises, leisure trips or visits to friends and relatives tended to rebound first (this was the case in the UK following 9/11 and the global financial crisis). Couple this with continued remote work and business trips will be less popular compared to vacations and working remotely in new locations.

McKinsey predicts four to five times more remote work than before the pandemic, which could prompt a large change in the geography of work, as individuals and companies shift out of large cities into suburbs and small cities.

  • About 20% of business travel may not return for sometime, and airline traffic likely won’t return to 2019 levels this year.
  • In April 2021, global scheduled seat capacity was 266.8m, 43% below seats in April 2019.

Hygiene and safety standards will continue to be stringent. Consumers have come to expect these higher standards of sanitization and safety. Equally as important as taking these cleaning measures is communicating with consumers (before and after booking) that these steps are being taken. It both puts them at ease, and could be the difference between choosing one place or another (read more on that here).

Digitalization will continue to transform the travel experience. Mobile apps will be used to store travelers’ vaccine certificates and COVID-19 test results. Travelers are already accustomed to booking online.

Campaign Tip: This illuminates where to focus advertiser energy. DO: emphasize hygiene and safety measures and ease of digital ticketing. DON’T cater to business travelers just yet – it’s too soon.

 

Discounts and Deals

Credit cards are anticipating a travel boom! Credit card issuers are offering new card perks for the travel bounce back: American Express introduced welcome bonuses for Marriott Bonvoy members, Chase is partnering with United Airlines, and more. Rewards encourage traveling and offset the losses of 2020.

According to eMarketer, higher demand for travel may lead to sharp increases in travel-related expenses, including hotels and airline tickets, which may create opportunities for brands to offer deals.

  • The share of respondents who said they’re likely to book a vacation climbed to 56% under the premise that they receive a discount from a hotel, and 59% said they’re likely to book if they receive a free night’s stay.

Campaign Tip: Offer deals, discounts, incentives, and reward programs. Most importantly, include those discounts in your creative assets! Bidtellect’s [b]+studio consistently sees highest performance for headlines including a discount.

 

Why I Hate the Term “Quality Assurance”

I didn’t start out hating the term “Quality Assurance,” but “Quality” had to transform from gatekeeper to integral collaborator.

Headline DOs: 5 Ways to Increase CTR

We told you what NOT to do…now here are some top tips for what you SHOULD do. [b]+studio is back with the top 5 tips for writing headlines for Native ads or “sponsored posts.” Read more! 

The Great Infrastructure Refresh of 2019

Bidtellect’s Information Technology team recently took on a huge endeavor to revamp and upgrade Bidtellect’s server environment. The undertaking took 32 days of nonstop working - "Work eat sleep repeat," said Jason Taylor, Director of Information Technology - with...

Bidtellect’s Quarterly Native Report Q4 2016

Bidtellect’s quarterly report analyzes the billions of data points flowing through our Native Demand Side Platform (nDSP), to reveal important trends and insights into the Native advertising ecosystem for marketers currently executing Native campaigns and those...

This Week in Digital Advertising: June 5

This week in digital advertising: How Brands Can Join The Fight For Racial Equality Without Being Tone-Deaf and resources to support Black Lives Matter.

Why AI Is Not an Empty Promise

When Artificial Intelligence emerged as the next game-changer in digital advertising, many were excited at its promise, but confused at how it will actually work and then eventually skeptical if it works at all. For the skeptics, I am not going to explain how it is already being leveraged every day, but why it really will deliver on its promise of optimization.

The Gen Z Ad Stats You Need Now

Don’t write off Gen Z just yet. This savvy generation is more discerning than any before them. Get ready to copy + paste our compiled stats.

This Week in Digital Advertising: August 21st, 2020

This week in digital advertising: Bidtellect’s first half-year report, brand safety, social media advertising, and a shift in advertiser-agency relationship.

eMarketer Podcast Insights: What Consumers Expect From Brands During Coronavirus

We pulled key insights from two recent eMarketer podcasts: What Consumers Expect from Brands During the Coronavirus and Effective and Noneffective: Ads During the Coronavirus Outbreak.

Adapting and Growing in an Industry of Constant Change

2017 has been a pivotal year for the ad tech industry. P&G executive Marc Pritchard set the tone for the year in January when he declared that it is time for digital to grow up and clean up its act.  Since this call for transparency and safety, leading brands,...
This Week’s Newsletter: Happy Mother’s Day! Bill & Melinda’s Divorce, High Consumer Spend Projected, & More. This Week in Digital Advertising: May 7th, 2021

This Week’s Newsletter: Happy Mother’s Day! Bill & Melinda’s Divorce, High Consumer Spend Projected, & More. This Week in Digital Advertising: May 7th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Missy Steiner!

A very Happy Mother’s Day to all our mothers and caregivers! Wishing you an extra restful weekend.

Happy Mother’s Day!

If you’re stuck with some last minute campaign planning and missed our post last week, this is your saving grace! Better yet, we have a swanky onesheet now. Be sure to download it here. Expect record-breaking spend, a modest return to in-person experiences, and creative gift-giving to show extra appreciation for a trying year.

READ: Top 5: What You Need to Know for Mother’s Day 2021

 

Around the Industry:

  • Recovery and consumer spend is looking bright: personal income surged 21.1% back on a month-to-month basis in March, according to eMarketer – the biggest monthly increase on record dating back to 1959. The metric is a strong indicator for consumer spending ability. Cha-ching.
  • PE firm Apollo Global Management announced its intention to acquire Verizon Media for $5 billion. The new company will be called Yahoo (I know) and Verizon will maintain a minority 10% stake in it. The price tag covers all the various parts of Verizon Media: a DSP, SSP, native ad marketplace, AOL, TechCrunch, Yahoo, Flurry, Engadget and other media and technology sundries.
  • Doritos Mexico debuted a heartwarming Mother’s Day ad featuring two moms in an aim to reach and represent LGBTQ+ families.
  • Why hasn’t programmatic fully caught on with CTV? Well, a lot of reasons. From identity challenges to supply shortages, Adexchanger does a great deep dive here.
  • Oh hellooooo, Bitcoin gains. Square reported 266% YoY revenue growth and crushed earnings expectations.
    Everyone is freaking out over Bill and Melinda Gates divorce announcement after 27 years of marriage. What’s that cost breakdown look like? Among the gossip is “problems for years” and Bill’s annual weekend away with his ex-gf.

 

ICYMI:

  • Bidtellect introduced the beta stage of its FIRST-EVER online training certification program. Master Bidtellect’s unique platform trading capabilities, gain insider industry knowledge, and earn certifications to share with your network on LinkedIn. Get certified here.
  • Sick of WFH? Here are 5 Ways to Make WFH More Productive by Director of Account Management Lysa Vincent. Because WFH can be productive and stress-free – no matter how many little ones are in Zoom school (and P.S. give yourself some grace).
  • Wondering what a world without cookies is going to look like? Here’s what contextual means for the industry, according to Bidtellect CTO Mike Conway.

 

 

Case Study of the Week: A Creative Solution Wins Over A Legal Conundrum and Boosts Engagement

A leading U.S. wireless provider sought to gain subscribers by tracking new users that engaged with their landing page after seeing their Native Ads. Read more here.

Stay safe,
Charlotte

This Week’s Newsletter: Mother’s Day Strategy, New Training Program & New Video: Digital Advertising: April 30th, 2021

This Week’s Newsletter: Mother’s Day Strategy, New Training Program & New Video: Digital Advertising: April 30th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Mitchell Enfield

The Latest

Mother’s Day is Coming!

And people are in better spirits than last year’s Mother’s Day, that’s for sure. You know what that means: higher spend, baby!!! Expect record-breaking spend, a bit more comfort with in-person celebration, and certainly some creative shopping online (last year electronics were huge). Read the data and trend predictions – including our platform – now.

READ: What to Expect for Mother’s Day 2021 & How to Adjust Campaign Messaging

 

Introducing: Bidtellect Trader Scorecard

Are. You. Ready? Bidtellect is proud to introduce the beta stage of its FIRST-EVER online training and certification program. Master Bidtellect’s unique platform trading capabilities, gain insider industry knowledge, and optimize your campaigns’ performance. Then humble brag about the skills you earned with certifications you can add to your LinkedIn profile. Yes!

Get certified here.

 

Don’t Disappoint Mom: Check Out Bidtellect’s YouTube

Did ya miss me??? I’m back with a new Bidtellect Beat: Digital Edition to save you from disappointing mom with cringeworthy campaign performance this Mother’s Day. Watch what you need to know here. AND for more campaign tips, watch the new Behind the Platform series, honey.

 

 

ICYMI:

 

Case Study of the Week: Major Clothing Retailer Sees Impressive 1370% ROI

You read that right. Bidtellect’s contextual targeting coupled with unique post-click metrics drove massive engagement and revenue growth for this clothing retailer. Read more here.

Stay safe,
Charlotte

What to Expect for Mother’s Day 2021 & How to Adjust Campaign Messaging

What to Expect for Mother’s Day 2021 & How to Adjust Campaign Messaging

Mother’s Day will be here before you know it! Here are the spend predictions, trends from last year, and key takeaways to best adjust your messaging strategy and campaign tactics just in time. Happy Mother’s Day!

Mother’s Day 2020: Record Numbers

Mother’s Day is almost here (!) and optimism is high. On the whole, cases are dropping, the weather is turning, and vaccines and stimulus checks are being distributed.  Mother’s Day spending is expected to total a record $28.1 billion this year, up $1.4 billion from 2020 (National Retail Federation). And consumers plan to spend an average of $220.48 on Mother’s Day items – $16 more than last year and the highest in NRF’s survey’s history.

Great news: 82% say that as a result of the pandemic, celebrating Mother’s Day this year is important to them (NRF).

  

Plan for Some In-Person Celebrating, As Long As Mom Lives Close By

Last year, families wanted to make up for the fact that they couldn’t be in-person with their mom. This year, with more families getting vaccinated, there may be more in-person celebrations this year than last year. Nearly half (49 percent) say they are planning a special Mother’s Day outing such as a brunch or other activity (NRF). (While this is up slightly from last year, it is still below pre-pandemic levels.)

But it will depend on how much travel is involved. According to a poll from Adweek and Morning Consult, almost half (45%) of respondents said they need to be fully vaccinated before they feel comfortable vacationing. Even at the height of the pandemic, 46 percent still wanted to celebrate mom with a special meal, day out or other activity (NRF, 2020), and restaurants and food delivery services stepped up with certificates or creative at-home options for purchase.

 

Plan to See An Increase in Spend to Show Extra Appreciation

Moms shouldered heavier caregiving responsibilities while at-home schooling became the norm this past year, so spouses and children will want to show extra appreciation. And while the pandemic forced many to be separated from family, expect more gifts to grandmothers, stepparents, and friends to show appreciation.

Last year, consumers under the age of 25 and those aged 35-44 (who likely have a spouse) planned to spend significantly more than other age groups, according to NRF. This year, the 25-34 age group is increasing their spend, and these shoppers are also the most likely to be planning gifts of higher dollar items like jewelry or electronics, according to NRF.

Physical gift-giving increased last year due to the pandemic’s social distancing restraints. Flowers and jewelry are classic choices, but electronics emerged as a popular gift choice to better connect with mothers virtually or make day-to-day living easier at home. Expect that trend to continue. This year, flowers are the most popular planned gift behind greeting cards. In fact, 1800-Flowers reported to eMarketer an increase in sending flowers “just because” over the pandemic as a way to connect with family and friends from afar.

 

Where the Money Is:

Age 25-34: These shoppers plan to spend $367.08 on average or $99 more than last year (NRF).

Top 6 Gifts Shoppers Plan to Give This Year (NRF)

  1. Greeting Cards
  2. Flowers
  3. Special Outing
  4. Gift Cards
  5. Clothing/Accessories
  6. Jewelry

Last Year’s Highest Spend (eMarketer)

  1. Jewelry: $5.27 Billion
  2. Special Outings: $4.07 Billion
  3. Consumer Electronics: $2.93 Billion
  4. Gift Cards: $2.87 Billion
  5. Flowers: $2.56 Billion

Men vs. Women:

  • 57% of men plan to buy a Mother’s Day gift for their mother or stepmother.
  • 46% of men plan to buy a Mother’s Day gift for their wife (compared to only 3% of women).
  • 62% of women plan to buy a Mother’s Day gift for their mother or stepmother.

 

Bidtellect’s Platform Data: Trends on Mother’s Day

In analyzing our platform data from May 1 through May 10, 2020 (mother’s day), Dynamic Goal Setting or multiple goal types consistently shows the highest ROI for advertisers.

  • Responsive Native CTR: 0.91%
  • Responsive Native Engagement Score: 7.5
  • Multiple Goal Types had highest spend, proving dynamic goal setting leads to greatest success and return on investment for advertisers.

 

The Takeaways

  1. Offer gift ideas for Moms, Wives, Stepmoms, and Grandmothers. If catering messaging to men, be sure to inspire them with gift ideas for their mothers and wives.
  2. Emphasize messaging to 25-35 year olds: they plan to spend the most and are the most comfortable wit shopping online.
  3. Social outings are in the plans: offer ideas for safe gatherings, and products and services to make that easier (picnics, groceries, outdoor gear).
  4. Expect some travel, especially within driving distance, to see mom.
  5. Utilize the Recommendation Widget Ad Type for highest click-throughs.
  6. Dynamic goal setting consistently shows highest performance.

 

This Week in Digital Advertising: June 26

This week in digital advertising: pandemic and advertising, update creative assets, stay positive, self-care tips

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Content Marketing Series: Conversation with Woody Meachum, Group Director of Digital Strategy at OMD

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Should You Block Coronavirus Content?

Agencies, brands, and platform analysts alike started blacklisting “coronavirus” and related keywords en masse – but is that the right move?

Bidtellect Charlotte Otremba employee photo

Charlotte Otremba is the Director of Communications & Marketing at Bidtellect