According to MEI Trade Insight, 87% of CPG brand marketers intend to increase or maintain their spend on trade activities in the year ahead. This stems from a belief that, in these recessionary times, moving more money closer to the shopper is a better way to get more bang for the buck. We have no argument with the “closer-to-the-shopper” philosophy. But in order to make this approach actually work, you have to know what closer to the shopper actually means —and “in the store” ain’t necessarily the whole story.
Tag Archives: banner ad
Archives for Tag: banner ad
RTB, CPM, SEO, PPC, CPC…shall I go on? Keeping current with the ever-evolving digital paid media landscape can be a challenge. It takes a lot of reading, testing, and learning. And maybe the best way to become competent is to just dive in: taking vendor sales calls, doing research, and building your own POV and strategy. Like most areas of digital marketing, it comes down to doing it on your own. But where can you start in the realm of paid digital media? Let’s begin with the rising practice of Real Time Bidding, a.k.a. RTB, since it is having such a dramatic impact on the media planning and buying discipline.
Believe it or not, there was a time in our industry when copywriters ruled. Tasked with leading the creative process, they would craft headlines based on brilliant strategies and slip them under the office doors of their art director cohorts. Only then would their second class colleagues embark on the relatively easy task of “coming up with a visual.”
My, how times have changed. Today the tables have not only turned–they’ve been upended –as our industry seems to now be ruled more and more by The Visual. Nowhere is this more evident than in today’s digital marketing mix.
Recently, one of our CPG clients asked us straight up why they should continue to do digital banner advertising. This was not an unexpected question given an almost universal client frustration with the medium due to low click-through rates. But click-through rates are hardly the sole measure by which brand managers should judge their digital display campaigns. Below are five reasons why CPG marketers should maintain – if not increase – their digital display advertising efforts.
Social