This Week’s Newsletter: Driving Efficiency With Bidswitch & A Spooky Onesheet

This Week’s Newsletter: Driving Efficiency With Bidswitch & A Spooky Onesheet

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectuals of the Week Cory Lamay! ​

Press Release Alert: Bidtellect Utilizes BidSwitch’s SmartSwitch Technology to Optimize Bidstream Processing

Bidtellect is excited to collaborate with BidSwitch to announce the success of its SmartSwitch technology to optimize bidstream processing, save on listening costs, and ultimately drive performance.

To quote Michael Feeley, Bidtellect VP of Supply Partnerships and Product Solutions: “Everything we do at Bidtellect focuses on putting brand content in front of consumers at the right time within the environments when they are most receptive and likely to engage – in the most efficient way possible.”

Read the Press Release | Read Our Recap on the Blog

SPOOOOKY Onesheet Alert! Beware of These Tricks & Treats!

It’s back… everyone’s favorite Halloween onesheet!

Are you getting TRICKED this year when it comes to choosing a programmatic partner? We’re talkin’ one-size-fits-all optimization capabilities, ho-hum creative assets, and not adjusting to the new post-pandemic circumstances. Treat yourself to our Halloween onesheet for our top tips!

Download Now: The Halloween Onesheet: Advertisers Beware of These Tricks & Treats!

Around the Industry:

  • AdAge asked “Is the industry prepared for a post-cookie world?” And the answers from marketers indicated… an alarming lack of concern – as in, little to no change in strategy even though there is an awareness of change coming (“action gap”). Basically because they believe adtech platforms will take care of solutions. I guess they’re right – because we’re ready 😉 (AdAge).
  • The Trade Desk has kicked off live beta testing of Unified ID 2.0 in Canada. Some existing UID2 partners are helping to shepherd the test, including Index Exchange, Magnite, Publicis, Omnicom Media Group and IPG’s Kinesso. (Adexchanger).
  • Self-serve DSPs are all the rage. According to the latest Advertiser Perceptions DSP wave, more than half of current managed service buyers plan to increase their self-serve spend. One reason for the push towards self-service can be attributed to the desire for visibility into programmatic media fees (read more on that here). As a reminder, Bidtellect offers both self-service and managed service options. (Adexchanger).
  • The Covid-19 pandemic has accelerated the use of programmatic messages being shared by pharmaceutical and healthcare organizations, according to MarTech Series. With digital advertising spending in the healthcare and pharmaceutical industry rising to 9.53 billion dollars last year, programmatic communications are reshaping the landscape of interactions between brands and healthcare professionals (HCPs). (MarTech Series).

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

We love this top performer on the left! Nothing cleaner than a roll of toilet paper, amirite? And a simple question that applies to all of us – I mean, I’d click this! And on the right, the call-to-action in the title indicates valuable content is on the other side of the click that is helpful to the reader.

Read more about Bidtellect’s creative services team, [b]+studio.

5 WAYS TECHNOLOGY CAN CREATE A BRAND SAFE ENVIRONMENT FOR ADVERTISERS

How can advertisers ensure their ads are seen positively “in the wild” and not found somewhere that comprises their brand integrity, privacy, even safety? We cover 5 of the most common problems.

Download it now

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Post-COVID Trends You Need Now

The top trends in a post-covid economy include a new work normal, a looming cookieless future, ecommerce and native discovery. Read it now!

Read it Now:

Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

NEW CASE STUDY: Beloved Zoo Reopening with New Safety Measures Post-Covid Surpasses CPA Goal By 91% With Bidtellect

A favorite regional Zoo forced to close due to the pandemic turned to Bidtellect to let customers know about their reopening plans and newly-implemented safety and sanitization measures. To overcome conversion setbacks due to an antiquated web host, Bidtellect implemented sophisticated contextual targeting and retargeting measures that drove conversions and surpassed goals

Read more here.

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This Week’s Newsletter: NEW Post-COVID Trends For Advertisers (With Data!!!) & How About That Facebook Outage?

This Week’s Newsletter: NEW Post-COVID Trends For Advertisers (With Data!!!) & How About That Facebook Outage?

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectuals of the Week Marcos Vladimir López Castellanos! ​

The New Post-COVID Trends for Digital Advertisers (With Data!)

We’re sooooooo ready to say goodbye to the pandemic. The good news is economic recovery is in sight: according to Deloitte’s latest United States Economic Forecast, PCE is likely to increase by 7.6% in 2021 and by 3.9% in 2022, a sharp change from the 3.9% contraction last year. What does it mean for digital advertisers? The top trends in a post-COVID economy include a new work normal, a looming cookieless future, booming ecommerce and native discovery trends. Check out all our data on the blog.

Read it now: Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

Yikes. Sucks to be Facebook.

Well, the six-hour Facebook, Instagram, and WhatsApp outage rocked the world (literally) on Monday. And don’t forget the whistleblower who released tens of thousands of pages of internal research indicating the company was aware of many problems caused by its apps. Advertisers, if that doesn’t worry you – I don’t know what would?? Social media is the least trusted media source, according to Kantar. Download our onesheet for the latest trust metrics and how to advertise safely across the open web. We can help you adapt your existing social assets ????

Download the Onesheet: Unfriending Facebook? Social Media and Native Ads 

Read the Case Study: Wholesale Retailer Shifts Spend Outside Social Media Walled Gardens and Beats CPA Goal By 30%

Around the Industry:

  • Facebook’s outage Monday marked the longest stretch of downtime for Facebook since 2008. The disruptions were caused by “configuration changes on the backbone routers” and did not put any user data in jeopardy (CNBC).
    A week after banning anti-vaccine activists and accounts from YouTube, Google announced a new policy that bans ads that deny climate change and prohibit the monetization of related content. The purpose of the move is to incentivize creators to not make problematic content just for the views and monetization opportunity (Adexchanger).
    How can brands navigate sensitive events on social media? A great article in AdAge walks through three rules to follow to avoid appearing tone deaf or being associated with potentially divisive content (AdAge).
    Google AdSense will switch to first-price auctions, behind Google Ad Manager and AdMob. Compared to a second-price auction, first-price auctions are simpler for buyers and more transparent (Adexchanger).
    AppLovin acquired MoPub, Twitter’s third-party ad exchange for mobile publishers nested within Twitter, for $1.05 billion in cash this week (Adexchanger).
    It’s a new bunny era! Playboy magazine featured it’s first gay male bunny on their cover this month, social-media influencer Bretman Rock. While the print magazine is no longer in circulation, they have switched to a digital-only version and boast 9.5 million Instagram followers and 1.5 million on Twitter (MediaPost).

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

We love repeat engagement! The creative on the left has been a top performer for a few weeks now. On the right, the product/service is centered in the image with bright colors – it’s not cluttered. Notice the clear call to actions in the copy: “Learn why” and “Read more.”

Read more about Bidtellect’s creative services team, [b]+studio.

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How’s Holiday Planning Going?

Are your creatives ready for the holiday spirit? If not, don’t stress – we asked Bidtellect’s in-house creative services team for their mandatory tips for maximum holiday creative engagement. Remember, no matter how great your platform’s placement and optimization capabilities, bad creative will kill engagement faster than you can say “naughty list.”

Download Now:

 Our 6 Mandatory Tips for Engaging Holiday Creative Assets

Wholesale Retailer Shifts Spend Outside Social Media Walled Gardens and Beats CPA Goal By 30%

A leading wholesale retailer turned to Bidtellect to shift their social media budget outside the walled gardens. The move not only quelled their concerns over brand placement next to user-generated content and polarizing ad environments but surpassed their goals by 30%.

Read more here.

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Bidtellect Does Virtual All Hands & A ROBOT Case Study?!?

Bidtellect Does Virtual All Hands & A ROBOT Case Study?!?

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectuals of the Week Tj, Dre, and Luke, who stepped up to help a fellow employee! We love to see it!

2nd Virtual All Hands? Success!

Last week’s virtual All Hands was a success! Bidtellectuals across the country gathered over Zoom to talk 2022 strategic vision and departmental goals. Bonus highlights include: employee fun facts, Bidtellect Bingo, a cooking demo, paint party, and movement activities! We loved seeing everyone’s smiling faces, even if it was through a screen. We can’t wait ’til we can meet in person once again. The future’s looking bright, Bidtellectuals!

On the left: Bidtellectuals showcase their creative side with a Paint the Town Paint Party! On the right: Bidtellect CEO Lon Otremba cooks up Cajun Shrimp for our Bidtellect Top Chef Cooking Demo.

Around the Industry:

  • Looking for a holiday gift? Why not buy a jingle? The songwriters’ royalty for ‘The Best Part of Wakin’ Up’ of Folgers commercials is on the auction block (Adweek)!
  • Is there any validity to “The Great Resignation”? Maybe. More than 15 million U.S. workers have left their jobs since April, and 40% of employees surveyed in the U.S., Australia, Canada, Singapore and the United Kingdom say they’re “somewhat likely” to quit in the next three to six months (McKinsey, 2021).
  • Is the cookieless future really here? The IAB’s 2021 “State of Data” report estimated $12.3 billion in spending last year on third-party audience data, as well as $8.0 billion on data activation solutions. Most of the audience data spending—$7.3 billion—went toward data used for digital channels (IAB via eMarketer, 2021)
  • Consumers (still) prefer nonintrusive ads, especially as they get savvier. A solid majority (63%) of adblock users said they’d be willing to accept ads on websites if their ad experiences were light and nonintrusive, per a Blockthrough survey (eMarketer, 2021)
  • Due to its most recent lawsuit, Facebook will modify the way it displays potential reach and interest category predictions in Ads Manager so that advertisers see a range rather than a specific number – i.e. it’s way less specific (Adexchanger).

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

Both of these images have been top creatives of the week before – if it works, it works! In both, clear images featuring either a person or the product and complementary copy lead to success.

Read more about Bidtellect’s creative services team, [b]+studio.

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Is Your Holiday Creative Ready?

It’s going to be a high-spend year for shoppers! But remember: no matter how great your platform’s placement and optimization capabilities, bad creative will kill engagement faster than you can say “naughty list.” Download our onesheet for our mandatory creative tips to adjust your campaigns for success.

Download Now:

 Our 6 Mandatory Tips for Engaging Holiday Creative Assets

Robots! Bidtellect Executes Awareness Strategy for New to Market Robot Walking Companion, Exceeds Goals Across Formats

Tasked with creating awareness and driving purchases within a niche audience and set of DMAs, Bidtellect maximized its context-driven capabilities across Native Video and Responsive Native Display for campaign success

Read more here.

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This Week’s Newsletter: It’s B2B, Baby!

This Week’s Newsletter: It’s B2B, Baby!

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here!

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Tyler Hazlewood!

Happy (early) Labor Day! This long weekend, we’ll pay tribute to the contributions and achievements of American workers, and shed light on the importance of workers’ rights in this country.


It’s Everything B2B, Baby

The pandemic accelerated a clear shift – arguably already in the works – to online B2B sales. Omnichannel purchases have risen; digital advertising is more important than ever; the use of such things as LinkedIn automation tools, for example, has become widely known; mobile is gaining its rightful place in popularity. We compiled all the research you need to know for B2B industry post-pandemic and how to adjust your digital strategy accordingly.

Read it now: B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

More on B2B: Adapting B2B to the Cookie-less Future – With Just Global

Case Study: Leading B2B Tech Company Achieves 201% Lift in Brand Awareness for New Product Line

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Need a Book Rec? We Got You

Labor Day Weekend might be your last chance at true “summer reading” – outside in the warm weather, with the last exhale of summer before the busy-ness of the fall (and then the holidays!) descends. We asked Bidtellectuals for their favorite summer reads and they sent us everything from self-improvement to coming-of-age fiction to WWII history. Read the list and let us know what you read next!

Read now: Bidtellectuals Share Their Favorite Summer Reads

Around the Industry:

  • It’s time for another privacy hurdle! China’s newly passed privacy regulation, the Personal Information Protection Law (PIPL), goes into effect November 1. Out of all the privacy laws around the world, China’s new regulation most closely resembles GDPR in terms of scope and basic definitions, so those already compliant with GDPR and CCPA will have a leg up.
  • According to Kantar’s Media Reactions 2021 Report, advertisers and agencies need to “look beyond the online/offline divide because almost all media are now digital in some form.” And to “embrace the least intrusive digital formats and avoid heavy frequency in more ‘irritating’ environments.”
  • Intuit is in talks to buy Mailchimp for more than $10 billion, according to a report in Bloomberg on Wednesday morning. The deal would be Intuit’s largest and would strengthen its SMB offerings.
  • Health club chain Planet Fitness, Inc. has selected Publicis Groupe as its new agency of record following a consolidation pitch. The Groupe wins $200 million annually on media expenditures. See ya at the gym!!!
  • A glitch in Facebook‘s ad platform sent faulty data about campaigns to advertisers, specifically regarding ads on Apple iPhones. Facebook says it’s due to Apple’s new privacy rules.
  • LinkedIn is pulling the plug on its short-lived “Stories” feature, a confusing addition to the professional platform in the first place.

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

We said it last week and we’ll say it again: celebrities are a powerful engagement tool! On the left we have comedian Aidy Bryant featured in the image for her new campaign, and including her in the copy gave this a double punch. On the right, uplifting copy combined with the colorful and powerful imagery led to high engagement.

Read more about Bidtellect’s creative services team, [b]+studio.

Case Study of the Week: Leading B2B Tech Company Achieves 201% Lift in Brand Awareness for New Product Line

Thanks to Bidtellect, the company successfully achieved CTR, Time on Site, and Brand Awareness goals for its new product line.

Read more here.

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B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

The pandemic accelerated a clear shift – arguably already in the works – to online B2B sales. Omnichannel purchases have not only risen from last year to this year but from pre- to post-onset of the coronavirus pandemic. Tech, financial services, and energy are benefiting the greatest out of the B2B sectors. Display and mobile ad spending are seeing the most popularity. Digital strategies will need to adjust to keep up –including shifting to greater digital advertising efforts and online sales by using effective B2B SEO strategies to reach their intended business audience. Here’s what you need to know if you’re an advertiser in B2B.

Download Onesheet: B2B Post-Pandemic

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Accelerated Shift to Digital B2B Sales & Ecommerce

The pandemic accelerated a trend that was already emerging in the B2B space: digital sales. B2B had been shifting toward more ecommerce technology, fewer face-to-face sales calls, more digital communications, and more predictive customer relationship management tools for years. One indicator: millennials in B2B. Research conducted by Merit in 2019 found that up to 73% of B2B buyers are now Millennials. And according to the IBM Institute, Millennials prefer to engage B2B sales through email or phone nearly 3-to-1 over face-to-face meetings.

The number of online B2B purchases rose from 41% before lockdown to 46% during lockdown. During the pandemic, 90% of sales moved to a videoconferencing (VC)/phone/web sales model, and while some skepticism remained as of April 2020, more than half believed it to be equally or more effective than sales models used before COVID-19, according to McKinsey & Company. And B2B companies see digital interactions as two to three times more important to their customers than traditional sales interactions in the future, according to McKinsey.

  • ⅔ of buyers prefer remote human interactions or digital self-service (McKinsey, 2021)
  • E-commerce was the most popular route to market for B2B companies as of February 2021 (marginally outpacing in-person). And 41% of leaders say it is their most effective sales route, beating out in-person (37%) and video (31%) (McKinsey, 2021).
  • 73% of B2B buyers are now Millennials (Merit, 2019).

The New B2B Omnichannel Sales Approach Is Here to Stay

“Without in-person events fueling the top of the funnel with leads, digital channels will need to do that heavy lift, at least short term. It is critical to optimize all channels and weigh how much to spend and where.” (eMarketer, June 2020)

Since the pandemic, digital methods have held on and cemented omnichannel interactions as the predominant path for B2B sales – that is, a mixed digital and in-person approach. According to McKinsey, even as in-person engagement reemerged as an option, buyers made clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure. Eight in ten B2B leaders say that omnichannel is as or more effective than traditional methods-a sentiment that has grown sharply throughout the past year-rising from 54% at the start of the pandemic to 83% in February 2021, according to McKinsey.

Advertisers can be seen adapting to the new ways of marketing. Multiple platforms are providing facilities like lead generation to increase the sales pitch via cold calling, email marketing, which they can use resources such as mailfloss for so they can get rid of fake emails that may be affecting their business and marketing campaigns, as well as LinkedIn outreach, etc. Businesses could do an online search to avail service providers like SalesHive (here) or something similar, to gain all the benefits.

What does this mean for advertisers? Digital advertising has never been more essential to a B2B digital marketer to reach buyers. Moreover, since advances like conversion rates has come in to the picture, marketers are inclined to enhance their knowledge in digital advertising and conversion rates. In their efforts to adapt to this technological advancement, marketers also seem to be opting for courses similar to marketer training for CRO.

  • 83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches (McKinsey, 2021).
  • 83% of B2B leaders say that omnichannel is as or more effective than traditional methods (McKinsey, 2021).

B2B Digital Ad Spend Increase: Display & Mobile

Overall, ad spending in the B2B sector fared well during lockdown. The US B2B Digital Ad Spending share is forecasted to grow $3.73 billion, from $10.84 billion in 2021 to $14.57 billion in 2023, according to eMarketer. Last year, we noticed a disconnect between B2B digital content creation and distribution spend. Since then, digital ad spending has increased substantially.

According to eMarketer, display ad spending is increasing, while search ad spend is decreasing. US B2B Display ad spending share is predicted to increase from 44.2% in 2020 to 50% in 2023, according to eMarketer.

Mobile is gaining its rightful place in spend popularity, which we identified as an opportunity in our pandemic assessment. According to eMarketer, the US B2B digital ad market, mobile will overtake nonmobile in spending share by the end of 2023 and generate $7.43 billion in ad outlays. To be fair, last year B2Bs focused on nonmobile ads to target audiences working from home and spent $5.16 billion on those placements.

Tech, financial services, and telecom are arguably most effectively maximizing the shift to digital and omnichannel sales approaches with the highest digital ad spend. Tech products and services hold the highest percentage of US B2B digital ad spending at 32.1%. Behind that is financial services at 25.1% and telecom at 10.1%, according to eMarketer.

  • In the US, B2B Display ad spending share is predicted to increase from 44.2% in 2020 to 50% in 2023. On the other hand, B2B search ad spending share is predicted to decrease from 51.7% in 2020 to 47% in 2023 (eMarketer, 2021).
  • Traditional B2B ad spending is decreasing while digital B2B ad spending is increasing on a yearly basis. In 2020, traditional B2B ad spending held 60.8% of the total ad spending share and is predicted to drop to 52% in 2023 (eMarketer, 2021).
  • In 2020, digital B2B ad spending held only 39% of the total ad spending share and is predicted to increase to 48% by 2023 (eMarketer, 2021).
  • The US B2B Digital Ad Spending share is forecasted to grow $3.73 billion, increasing from $10.84 billion in 2021 to $14.57 billion in 2023 (eMarketer, 2021).
  • Tech products and services hold the highest percentage of US B2B digital ad spending at 32.1% (eMarketer, 2021)
  • The US B2B Digital Ad spending share of the total digital ad spending jumped from 4.9% in 2019 to 5.7% in 2020. It is predicted to reach 5.8% by 2023 (eMarketer, 2021).
  • In the US B2B digital ad market, mobile will overtake nonmobile in spending share by the end of 2023 and generate $7.43 billion in ad outlays (eMarketer, 2021).

What Does This Mean for B2B Digital Marketers?

Buyers are online and they are looking for answers to their company’s problems. Digital marketing, in the form of high-quality digital advertising to deliver content to interested consumers, will increase awareness and brand favorability and establish B2Bs as a trusted source of expert information.

Utilizing context-driven programmatic advertising can strategically deliver ads next to relevant content and in front of the eyes of decision-makers like CTOs and CIOs. (Read more about Just Media’s successful approach to B2B digital advertising here.) Bidtellect’s well-rounded context-driven approach delivers maximum performance and engagement for advertisers. And going one step further: to enrich contextual targeting and optimization, Bidtellect’s platform creates proprietary audiences based on contextual information and browsing habits.

All this to say: B2B advertisers and digital marketers, don’t sleep on the power of a context-driven digital approach. B2B is moving online, maximizing an omnichannel approach, and spend on digital advertising and mobile is increasing.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

2023 will set massive movements in motion. Here’s what 2023 has in store for adtech, programmatic, and digital marketers – as predicted by Bidtellect leadership.

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

Watch the presentation on the industry’s waste problem: from supply path transparency to carbon waste, sustainability, and how you can make change now.

5 Holiday Mocktail Recipes With All the Flavor & No Alcohol

Holiday gatherings don’t need alcohol to be filled with joy. We found some holiday mocktail recipes full of flavor and holiday magic worth sharing.