How digital advertising has changed the world? It fact it did already change it but it continues to do so, the process has not stopped and there are no prospects it will ever stop. If we try to summarize the impact of digital advertising on the world of user experience and marketing, then there is only one thing to be said: the digital advertising did revolutionize the advertising world.

And it happened because the digital advertising had at its disposal all the advantages that the IT had. If before only the rich companies could afford reaching so many people in a particular country by paying enormous sums, now even small companies can advertise in so many digital platforms very cheap or even altogether for free and at the same time reach millions of people globally.

Digital advertising brought closer both the users and marketers at a global stage…

Digital Advertising – The Initial Level

If at the very initial primitive level digital advertising meant placing pre-made banner ads at fixed location in the website, now there are special programs, which will determine which ads go where, in what quantity, in what form, at what time, at what rates, etc.

This is how programmatic advertising appeared. And that’s not all, special software will analyze how the ads are doing, how is their performance, what to change and tune up.

Digital Advertising – Target Advertising

Another revolutionary invention is the targeted advertising. Over time users understood that the web actually gathers information from them: every time we visit a website, navigate through its pages, click on links, make purchases, fill registration forms, put likes or post comments on social media, all is taken and analyzed correspondingly through small software called cookies.

Thus we are shown such ads on a specific website, which we may be interested in to follow.  If for example two people visit the same website at the same time in different locations, they may see completely different advertising content.

At the same time it should be noted that such a profound spreading of total advertising campaigns in all platforms and in all available forms has brought a negative side to it. In fact, it gave birth to what is called ad blindness, where the users do not see or just ignore ads. The appearing of ad blockers has seriously damaged the digital ad business and is now a major concern.

Such giants as Google and Apple are doing serious research over it and how the ads will perform in the future. The issue of user privacy versus user experience is at stake. It was obvious from the beginning but now is more than evident that the users or consumers or web people, whatever we call them, cannot simply stand intrusion into their personal domains.

And so these two companies are now leading the digital marketing world step by step into another revolutionary change, which will first of all respect the user, his choice and his experience. And this brings hopes that digital advertising will not die, but will be transformed into a new form, a new experience, something, which we may now not even imagine.

5 Big Things Marketers Need To Do In 2017.  It is 2017 and a very good start for new things so there are some interesting things that marketers have to start doing.

Big things number #1

Marketers should start using their data for something other than their reports.

It is not a secret that data is very important for marketers and a lot of companies are investing in analytical tools to get an idea what customer experience is like.

But it is very important that the companies start doing something else with all those numbers. They need to have a meeting once a month to talk about what those numbers are saying and predicting about the future campaigns. After discussing that, they need to start thinking and coming up with new tactics that will be based on their data.

Big things number #2:

Start creating videos that people want to watch! 

All these years have shown that people are enthusiastic about videos and that the videos are the future of marketing itself. The problem of today’s world is that not a lot of companies have actually figured out what people really want to watch. The thing is it seems that it all something to be shown off in YouTube.

Big things number #3:

Marketers should build an Instagram strategy

The thing is that nowadays Instagram is very popular and by saying that we mean VERY popular. In 2017 marketers should think of some ways to fit Instagram content into their marketing strategies. Using that will give them more audience and more clients in the future.

Big things number #4:

Marketers should talk to Sales

There are a lot of companies whose marketing is head-down. There is almost no communication between marketing and sales, the success of the clients and the product itself.

Sales is very important when it comes to handing content to prospects. Marketing in 2017 should begin meeting on a regular basis with sales to be sure that everything is perfect. If not, there is a high risk that you will create message and content that is going unused.

Big things number #5:

Marketers need to do everything to make social media interesting

It is very important that in 2017 companies start doing something that not a lot are doing. They should poke fun. This can be done through social media: Instagram, Twitter, Facebook. People are on there the whole day. That attracts attention and, why not, some loyalty. Social media gives companies the opportunity to create their personality. Not a lot of people do that so the customers are interested when something like that happens. Marketers need to take their message and think how they could turn it into social-friendly material. They should join conversation, share their knowledge and start interacting.

In 2017 the marketers need to weigh the success and the failure of the previous year before they start doing something else. It is very important not to forget what was working before, because sometimes people are so concerned about some New Big things that they forget what was successful.

2017 is time to optimize.

Header Bidding is a brand-new approach to website advertising that helps publishers choose the best price for available ad spaces through auction. Different demand sources that “compete” for the same inventory hold the auction.

You’ll ask – why should the publishers implement Header Bidding?

The answer is as easy as 1+1. In this way the publishers are able to get more money and have additional income.
The usual ad server such as Google’s DoubleClick for Publishers selects its buyers based on the rankings through the sequence which is the “waterfall” problem that Header Bidding removes.

When there is an available space on the publisher’s website, Google’s DoubleClick for Publishers offers the inventory to the direct-sold ads and if a place is still available, then it offers the inventory to the top-ranked ad exchange.

Although the ranking is based on such factors as the quantity that a certain ad exchange buys, high rankings not always create the highest revenues. The publisher might not be aware of higher rates that the new supplies offer because of the “waterfall” effect.

So, the publishers suffer considerable losses because of this sequential process.

But which are the advantages of the Header Bidding? 

In contrary to the above-mentioned things, Header Bidding allows several demand sources with various histories and rankings to make a bid for the same inventory at the same time. The auction is held not only for the impressions that are left after the direct sale, but for all the available ones. This bidding process allows more demand sources to buy the place and the publishers can freely choose which bid is more beneficial for them. According to estimates, just one bid source is able to increase the publisher’s income at least by 10 percent. The advantages of this program are proven by the fact that 150,000 publishers are willing to install Header Bidding per day.

Even though the answer to the question why should the publishers implement Header Bidding is as easy as 1+1, the implementation and utilization process is quite complicated one. Wrong installation, management and monitoring can cause such a problem as latency. That is the least thing that the website owners want. Success and additional income come with the right monitoring.