Brand Ranch Media Marketing & Advertising Agency News

Display is NOT Dead

When talking with business owners and managers about Display advertising, there is often a disconnect or lack of understanding of current day digital display campaigns, their capabilities, and how they are best utilized. Many folks generally think that display ads are simply banner ads placed on news websites and sold directly from that news outlet such as the local NBC or ABC affiliates. By nature, these are definitely display ads, however, with this type of business structure, a business is charged a fixed price per 1000 ad impressions, the ad targeting is limited, and your audience is limited to those that browse the affiliate’s news website. These types of display campaigns underperform with regard to bringing in value to the ad purchaser, and as a result, we often come face-to-face with those that think display advertising simply does not work. However, display is NOT dead and in fact is far from it!

What is a display ad campaign?

A display ad campaign combines two different creative elements, copy and imagery, into ads that are shown across the internet on websites, videos, apps, and email platforms. Utilizing an ad platform such as Google Ads, display ads can target very detailed audiences based on demographics, interests, locations, types of products and services they are currently in-market for, and websites or topics they have previously browsed. Another key feature is that these platforms allow an advertiser more cost controls and eliminates the need to pay 3^rd party pricing which is often marked up 3 – 5 times the actual cost. Display ads can also target consumers who are more likely to interact with ads in a specific way such as website visits or lead conversions.

But wait, there’s more…

What are responsive display ads?

Responsive display ads allow for the use of multiple different combinations of ad copy and imagery to show the consumer a more personalized ad based on their related online activity. This helps drive increased click-through-rates (CTR) as the consumer is likely to see ad copy that is customized to their own interests. Different imagery is tested by the platform and via AI machine learning, platforms can determine which perform better to achieve the campaign goal. Utilizing responsive display ad creative often times increases ad engagement by 100% – 200%!

Using Display to Target Competitors

There are a number of different custom audience targeting methods to include in a display campaign aimed at better defining a potential customer. A custom audience can be created based on interests and behaviors, similar websites, and similar apps. For example, Tom owns a local store that sells authentic sports jerseys and wants to use custom audiences to help narrow down a very specific audience. He might want to target people that have visited his competitor’s websites, so he compiled a list of their URLs and creates a custom audience. To be even more specific, Tom wants to sell Houston Astros jerseys, so he creates a custom interest-based audience utilizing the keyword “Houston Astros Jersey”. He may consider targeting users of apps similar to MLB.com in order to reach Baseball fans in general. Through this type of custom targeting, an advertiser can reach consumers who have visited competitor websites and who also have a high intent to purchase.

How Display Can Drive Leads

No matter where a consumer fits into your sales funnel, display can help drive leads through the awareness, interest, decision, and action stages. Utilizing general audience targeting combined with interests and in-market segments that qualify buyers, display helps to build awareness and interest in brand and product. By generating remarketing audiences, you can reach buyers who have already interacted with your ads and explored your website. Ads targeted at these audiences help drive decisions and purchasing actions.

The bottom line is that when used in a strategic way, display campaigns can be very beneficial and can play an active role in your overall advertising strategy. If you don’t see the benefit in display advertising, perhaps you have never worked with a fully knowledgeable team of experts that can help steer you to marketing success. At Brand Ranch Media, we are those experts, and we want to prove to you that display is most certainly NOT dead. We want to hear from you so please reach out and contact us or give us a call at 713-309-6380 so we can discuss how to put display advertising to work for you!

How to Advertise on Hulu

Hulu is the 3^rd largest streaming platform behind Netflix and Amazon. Hulu has hundreds of TV shows to choose from in its library including major network and primetime programming. One of its unique features is providing new episodes of currently aired shows 24 hours after their original air date. It also boasts a subscription for college students for just $2 per month making it the most cost-effective streaming option by far. These lower tier subscriptions are ad-supported. In the past, Hulu viewers were shown repeat ads multiple times per viewing session due to the limited number of advertisers that were able to access Hulu ads. In an effort to provide its users with the best viewing experience, Hulu recently announced the beta launch of its self-service ads manager. Advertisers will be able to create an ad account and place their own ads on the streaming giant. Buying advertising for streaming media definitely got a little easier…and cheaper.

Hulu Ads Manager

Hulu not only wants to provide its users with a great viewing experience, but they also want to allow more advertisers the opportunity to buy and place ads. At a minimum price of $500 per campaign, this cost is much easier for smaller businesses to afford. In turn, viewers will be served more of a variety of ads rather than over served with the same ad on repeat. Using the Hulu ads manager (currently in beta), an advertiser can create an account, upload their video ad, and choose placement settings such as locations and audiences. You can also target users by age, gender, and interests making ad placement similar to digital marketing platforms.

Currently, advertisers must request access to the Hulu ads manager in order to be considered for inclusion in the beta test. Prior to launching the ads manager, Hulu stated that they only had 200 different advertisers across its streaming app. With the addition of the self-service ads manager as well as lowering the minimum campaign amount, this will allow many other advertisers an easy and affordable way to advertise through an OTT (over-the-top) ad outlet.

Brand Ranch Media provides a full-service and customized marketing experience for each of our clients. Many clients choose OTT advertising as a part of their marketing strategy. To speak with one of our OTT experts, please give us a call at 713-309-6380 or contact us today!

Best Advertising Jingles of All Time – Brand Ranch Media Picks

Best Advertising Jingles

If you have ever turned on a radio or TV you’ve heard advertising jingles… and NO… it wasn’t because you slipped back in time to the 1950s!

Jingles may not seem as prevalent today as they were in the ’50s & ’60s in part because they have become a common caricature of the times for video and TV producer’s flashbacks, time hops, or period pieces. Just look at the Marvel Series Wanda Vision, for instance…

Did the “ole timers” who used music in their marketing know something we didn’t know about effective marketing and how it cuts through the clutter? No, it’s just difficult to make a quality jingle that defines what you have to offer with a catchy tune, that speaks to your audience, and represents your company authentically. Many successful brands and marketers still use jingles today to weave music, emotion, and entertainment into their brand and value propositions. In fact, as our culture continues to accelerate its “on-demand” pull consumption of media, punchy jingles may be just the thing we need more of to capture audience attention in a snap across media platforms.

A jingle has a way of quickly resonating in your mind… it’s the emotional side of the brain connecting the dots with the logical side. Whether it’s got musical instruments or just a few sung syllables, with logic and emotion together, brand recognition and recall rates soar. This recognition and recall can last longer than standard marketing ads and messages.

With that in mind, here are a few of the Jingles we here at BRM love best! A few are relatively new, and a few seem to live on forever and never die!

Disclaimer: Careful now… some of these may get stuck in your head, others may bring back memories, and some will do both!

Let’s start with a local Houston favorite first!

Thunderbolt Transmission

“We put the Yeeee-haw back in your motor and transmission!” – Its upbeat classic western sound has been stuck in my head for decades! Decades! It may have been created when the country music style was in its prime, but when my transmission went out on my truck in the early 2000’s I called Thunderbolt first… even though I hadn’t seen the ad in years!

Toys “R” Us

“I don’t wanna grow up” – It’s a classic melody that appeals to the kid in us all, and it’s one of our favorites! This longstanding jingle became the soundtrack to our childhood for many who grew up in the ’80s and ’90s. This catchy tune is easy to sing, especially for children, and appeals on an emotional level. Adulting is hard, and nobody “wants to grow up.” While the music was refreshed a time or two, the original jingle is what lives on in the hearts and minds of every one of us grown-up kids.

State Farm

“Like a good neighbor, State Farm is there!” – Clean, simple, to the point… and unforgettable. It’s been used successfully for years now with interchangeable spokespersons and celebrities, and interchangeable Jakes.

JG Wentworth

“877-Cash-Now!” – This one has been loved and hated… and successful! If you’ve ever taken a sick day and been caught up in daytime TV, or stayed up late watching a network TV marathon, JG Wentworth’s Opera Jingle has probably come across your screen. It’s a catchy, totally un-alienating opera melody has us pretending we’re all opera singers too! The show isn’t over until the fat lady sings and we get our cash!

Kit Kat

“Break me off a piece of that Kit Kat Bar!” – I don’t remember exactly when this came out, but I was a kid and it stuck for a loooooong time! Sure, the hard count on the last 3 syllables, sung as “Kit Kat Bar,” could be replaced by anything funny, crude, or downright weird, and my childish family and friends and I replaced the words over in over in good humor through the years. Perhaps that’s part of the fun that created the longevity. It’s even being made fun of in sitcoms like The Office.

Oscar Meyer

“I wish I were an Oscar Meyer Weiner” … It’s so catchy! And its sister Jingle for B-O-L-O-G-N-A taught generations of Americans how to spell the lunch meat’s name correctly! Both versions of this Jingle have been sung by children and adults for years, and the Oscar Meyer brand is forever famous and successfully lives on, selling lunch meats and weiners today.

It’s even been referenced and made fun of by the longest-running TV show in history The Simpsons!

ACE Hardware

“Ace is the place with the helpful hardware folks” – It’s true to who they are! It defines exactly where their value is for consumers. It’s easy to remember, and when I need help with something “handy,” that’s exactly where I go.

Mentos

This one is a little different… it’s not your standard jingle. The jingle’s lyrics and sung storylines changed from ad to ad, but the optimistic upbeat music always had the same tune playing. There were no scripts for the actors. Hearing the songs now instantly reminds me of sit-coms from the 90’s and takes me back… It’s like a theme song for overcoming life!

Band-Aid

“I am stuck on Band-Aid cause Band Aid’s stuck on Me.” – It’s memorable and catchy! Cute kids singing don’t hurt either. This brand became so popular that it’s almost universally used to reference a bandage! Can a jingle work too well?

Huggies

“I’m a big kid now.” – It’s hard not to love a cute kid, especially with an excited look on their face as they achieve something.

Folgers Coffee

“The Best Part of Waking Up” – Although too young to drink coffee, I’ve been craving a cup of joe since I first heard the melody in 1984. Not only is it the best coffee jingle ever created, but the branding is so strong that it’s the only coffee jingle I can think of. I think most people will agree that when it comes to coffee jingles, “the best part of waking up is Folgers in your cup.”

Honorable mention: Subway

“5, $5, $5 Foot Long” – because it’s been around for a decade now, and I hate it, but still remember it every time I try to figure out what I want for lunch ????

Brand Ranch Media’s Tricks of the Trade and Some of Our Local Favorites

There are a few tricks of the trade to remember when thinking about a new jingle for your brand. Keep the target audience in mind. You want the tone and attitude of the ads and music to appeal to your audience and also reflect your brand accurately. If your voice isn’t authentic, it likely won’t last the test of time.

If you liked those jingles, check out a few of our own BRM created Jingles in the links below!

Nutrition Depot “Vitaman”

Northwind Air Conditioning, Heating & Mechanical Services

Edge Weight Loss & Fatigue: (This campaign may not be a traditional Jingle, but its focus on music is hilarious!)

Houston Trane

For help with your own custom advertising jingle, or marketing guidance in general, the team here at Brand Ranch Media is here to help. Please reach out to us at 713-309-6380 or contact us through our contact form.

By Dana Banks II, Director of Brand Growth

2021 Marketing Goals and Resolutions

Stick a fork in 2020. It’s not only done – it’s overcooked. As we gear up to ring in the new year, marketers are reflecting on the past year, what worked, and changes to make moving forward. In our last article we discussed marketing trends that we expect to see in 2021. For today’s topic, we will set forth some marketing goals and resolutions that every advertiser should strive towards next year.

Mobile Site Speed

Google’s core algorithm update will go into effect early in 2021 with a focus on website speed as a ranking factor. Google will also index websites based solely on their mobile version. As more users turn to mobile as their device of choice when searching the internet, Google wants to make sure that they continue to provide the most relevant content that provides a great user experience. Fast mobile websites that provide great content will be rewarded with better rankings. Marketers and brands must ensure that the websites they promote provide the most optimal mobile user experience. There are many auditing tools available to help identify site speed and mobile usability issues. Doubling down on mobile, Google will also only index mobile websites. Any outdated websites that are not mobile-friendly will not be included in Google’s index and will therefore become completely obscure. Make sure that your website is fully optimized towards these very important ranking factors in 2021.

SEO or PPC?

Filling the sales funnel is important for every business. In the digital-heavy marketing landscape, it can be tricky to fully understand different tactics, how they work in the sales cycle, and when they are best utilized. Depending on whether you provide B2C or B2B products or services, the sales process may be shorter (B2C) or much longer (B2B). With a shorter sales process, you might find success with more of a focus on PPC ad campaigns and less focus on SEO. You will want to still have great content on your website to help the buyer decide to purchase. In a longer sales cycle, a little more focus on SEO can help at the top of the funnel when buyers are typically in the research phase. They have a need that they must fulfill and are likely wanting to learn more about a solution to their need. At this phase, having content that can answer specific questions that a buyer might ask is very important and can take the form of branded whitepapers, case studies, or blog articles. Quality, robust content on the main product or services pages will also aid in filling the top level of the funnel. Even traditional marketing platforms such as radio and television can be used to help drive direct or branded organic traffic to a website. As buyers get closer to the point of purchase towards the bottom of the funnel, PPC campaigns can be used as a decision-centric marketing tactic designed with calls-to-action that drive potential buyers and convert them into customers. Having a diverse marketing plan will help drive buyer decisions at whatever stage they are at in the sales funnel. Be sure that your marketing plan covers each of these stages in the funnel to ensure success.

A Winning Social Strategy

Social media platform strategy planning should be approached differently in 2021 than is has been over the past few years. In the past, a lot of focus has been based on a social selling strategy where hard sales tactics try to immediately convert the buyer. Ad platforms such as Facebook have also built-in conversion-based tools that focus on driving conversions directly on Facebook so that the buyer doesn’t even have to leave to go to the seller’s website. The social sales tactic slowly saw less conversions in 2020 and moving forward, advertisers will need to shift towards social commerce tactics. Where social selling focuses on the bottom levels of the sales funnel, social commerce focuses on the top level of the funnel and is meant to generate more interest in the brand and build trust with the buyer. The average modern user of social media has grown to distrust ads and advertisers alike, always feeling as though they are being sold something. A softer approach to social advertising will help regain the trust that was lost in 2020 and should focus on top-funnel strategies.

The New Consumer

A new generation of consumers has entered the market and advertisers should pay attention. Generation Z (Gen Z) are a much different type of buyer than the older Millennials (who are now turning 40) and Generation X (who are in their mid-40s and older). What has worked when marketing to Millennials and Generation X will not work with Gen Z. Advertisers will need to adjust their strategies if they want to reach the younger consumers. It is important to note as well that 40% of the consumers in the US fit into the Gen Z category so it is unwise to leave this largely untapped consumer out of your marketing strategy. Marketers and brands should research how Gen Z thinks, how they use the many different technologies available to them, and the best ways they can reach this audience and provide value to their everyday lives. This is a huge opportunity for advertisers that they simply should not ignore.

Share some of your thoughts in the comments section. We would love to hear about your marketing resolutions for 2021. Wishing everyone a great holiday season and a very happy new year!

As a full-service marketing agency, Brand Ranch Media develops and manages diverse marketing strategies that can propel your business into solid year-over-year revenue growth. Our experienced marketing experts bring diverse skillsets and understand all components of successful marketing campaigns. There is always time to adjust your marketing goals and that’s where we come in! Call us at 713-309-6380 or contact us to discuss!

Marketing Trends in 2021

It’s December 2020 – finally! We are less than a month away before we wave goodbye to this rollercoaster year. While we “deck the halls” and “keep our spirits bright,” we eagerly await 2021 and hope for somewhat of a return to normalcy in the new year. Digital Marketing Agencies, as a whole, actually fared well in the uncertain economy. The Facebook Ad Boycott in June had little effect on Facebook’s bottom line. Overall spending on search advertising didn’t take the hit that was forecasted as retailers turned to more online marketing strategies to make up for lost in-store revenue. Looking through our shades at the hopefully brighter future ahead, we have identified some marketing trends in 2021 that brands and advertisers can expect as we transition into a new calendar year.

No more 3^rd party cookie targeting.

Utilizing 3^rd party advertising cookies to track user behavior on websites throughout the internet is a practice this is slowly being burned to a crisp and tossed down the disposal. Search engines and device makers have already eliminated or banned 3^rd party cookie tracking or have plans to do so in 2021. Brands that are not properly prepared for this will have a gap in their digital ad audience targeting. It will be important to start implementing data collection tools and methods in order to serve ads to the most engaged users who are likely to convert into a sale.

Google Analytics has a new face.

The future of analytics is now and in the form of Google Analytics 4. GA4 utilizes an event-based tracking method that features AI learning designed to help advertisers make smarter marketing decisions based on specific actions users take when visiting a website. Though not quite 100% fully developed, it’s best to set up and configure a GA4 analytics property along with the global site tag property and configure custom conversion tracking. As 2021 rolls along, we can expect to see more features added to GA4 to make it the analytics powerhouse that it’s promised to become.

Companies will continue to improve their customer’s digital buying experience.

As shoppers were locked out of retail stores in 2020, brands shifted their dollars and strategies towards improving the customer’s online buying experience much sooner than previously forecasted. Improvements to the mobile buying experience were a large focus as well as virtual customer services. It is unknown how long it will take for retail shoppers to feel comfortable in a traditional shopping environment, however we could eventually learn that more and more shoppers actually prefer a digital shopping experience. Amazon is now where more that half of consumers begin their search for products surpassing search engines, retailer websites, and brand websites.

Search Ad spending will continue to increase.

Despite forecasters’ predictions for 2020 search ad spend, the reality is that rather than taking huge losses now and in the foreseeable future, search ad spend will be on par with the original 2021 predictions and actually surpass forecasted estimates in 2022 and beyond. This comes as large retail brands shifted their marketing efforts to enhanced digital strategies during the lockdown caused by the Coronavirus pandemic.

SEO will continue to stay relevant.

Google continues to make core adjustments to their search algorithm and announced in May that the next update was going to focus on page load speed and mobile-friendliness. SEOs will need to adapt to these new guidelines in order to maintain site rankings and competitiveness in the organic search environment. Google tools, such as Lighthouse and Page Speed Insights, will assist in identifying site speed issues. It will be up to the SEOs to make the proper site adjustments. Mobile web experience adjustments will also be worth the investment. Websites will refine their mobile versions to enhance user experience and more sites will invest in development of AMP encoded mobile site versions designed to load faster on mobile platforms. All of these proactive measures will positively contribute to site ranking.

Ad revenues will increase for streaming devices and apps.

As more households cancel their cable services and switch to one of the many streaming options, more ad dollars will be spent trying to target these customers. Devices such as Smart TVs and Chromecast show video advertisements on free streaming apps that provide viewers with television shows and movies. One YouTube ad option (managed through the Google Ads platform) is to target Smart TV screens as well as streaming apps downloaded to those devices. Expect this feature to continue to gain momentum as it provides advertisers a streamlined option to publish video ads without directly going through paid media reps.

Facebook Ads will be limited.

Starting in February of 2021, Facebook will start to limit the number of ads that a page can concurrently run. According to Facebook, “running too many ads at once can hurt performance.” SMBs (small and medium sized businesses) are not likely to see their ad account affected by the limitations, however larger businesses that utilize widespread regional advertising will find themselves having to identify and focus on the most successful types of ads for their business goals.

TikTok Advertising spend will increase.

The newest social media platform has taken the US by storm after already leading Asian countries such as China and India in total downloads and daily users. TikTok has not only attracted the younger generation – it has become popular with those between the ages of 30-50 which opens opportunities for more advertisers to join in on the craze and reach consumers through another medium. TikTok should be included in any brand’s marketing plan in 2021.

Podcasts and Music Streaming Ad revenue will increase.

More people are working from home and companies are offering this option as part of an employment perk. As more people ditch their long commutes to work, they are turning away from traditional radio broadcasts and switching to Podcast programming and streamed music apps. There is a big market for advertising on these platforms as most users opt for free streaming versions that are ad supported.

Efficient Media Buying in Houston, Texas

Your business has a goal for 2021… You know who your target audience is… now you just have to figure out how to reach and influence them to drive results for your business – all while staying within budget (sometimes that’s the hard part)! Perhaps you should consider reaching out to an experienced Media Buyer in the Houston market – Brand Ranch Media!

If you want to get serious about advertising and find an efficient way to manage your ads in Houston, using an experienced media buyer is a must. A successful media buy is a great way to reach large audiences across an entire market to increase brand awareness.

Depending on who your target audience is, or what your target audience is doing with their time throughout the day, you may be considering dozens of different media outlets to reach and influence them. When you compare one media to another… it isn’t always apples to apples. Of course, you want to get the most out of your marketing investment – and branding and attribution are sometimes hard to tie back to a source directly and prove return on investment (ROI).

A comprehensive media buy should take into consideration the following:

Target Demographic – Including age, gender, qualitative, quantitative, and in-market segmentation characteristics
Media Ratings – Broadcast media buys should be based on the most recent 3-month average of data (also referred to as a “3 book average”) from Nielsen Ratings to show the most recent station performance and how your target demographic (i.e. Persons 18+, Women 25-54, etc.) performs on the particular media outlet. Ratings are measured by RTG (i.e. AQH in radio). It is important to factor in ratings boosts associated with holidays, sports, and political seasons.
Cost – The preferred means of measuring cost effectiveness of media campaigns and to gauge the market demand of each station is to do a cost analysis. In broadcast media the god standard is a Cost-Per-Point (CPP) Analysis. CPP Analysis measures how much it costs to buy 1 rating point (which is a measure of audience size, based on Nielsen Ranking). Since there are many stations competing for the same demographic (for example, there are several Adult Contemporary, Country, Talk, and R&B/ Hip-Hop formats available in a given market), CPP Analysis can help you choose the appropriate station mix to reach the most people with the highest frequency. In the digital media world, the performance measurement standards are dependent upon individual goals and can include: CPM (cost-per-thousand), CPA (cost-per-conversion), CPC (cost-per-click), CPV (cost-per-view), and the list goes on.

Have you confirmed you’re looking at the most accurate media info or books across all media? It’s easy to forget that reported measurements and ratings may be outdated. If you are looking at ratings and audiences from last fall, they may not be the same as what you should expect this coming summer. Audience demographics may shift with time. That could mean that you aren’t reaching as much of your target audience as you thought you were, or that your attempt to reach consumers it isn’t as efficient as you thought it was within that specific network. Additionally, your attempt to reach those same consumers across multiple media may not achieve the desired effect… and your media choices may not be working together to build your brand or share your story efficiently across multiple channels.

With so many different metrics involved, media buying has evolved into its own niche in the industry over the years, and it has helped countless Houston businesses improve the way they advertise products and services.

Hiring a devoted media buyer in Houston could certainly help you achieve your marketing goals within your budget, but hiring an inside employee as your Houston media buyer may not work for your business pocketbook. Trying to develop a media buyer within the complex Houston market place may have an expensive learning curve as well. So where do you start? The easy answer is… call BRAND RANCH MEDIA for your media buying in Houston and the surrounding markets!

Let us take the doubt and insecurity out of your media planning and buying process. We know the industry and the Houston market, and use our inside knowledge and constantly updated data to make informed decisions on our client’s behalf. As Houston media buyers, our clients always reach the target audience they are looking for at the most cost-effective rate to help them achieve their goals. You don’t have to feel anxious about keeping payroll down or waste time pondering if your media buy could have been done more efficiently as your team develops. Partnering with Brand Ranch Media gets you instant access to top-notch Houston media buyers.

As Houston Media Buyers we use our buying power, solid negotiating skills, and established connections across broadcast TV, radio, cable, OTT, billboards, print, and all types of traditional media to negotiate the best value for our clients. We also consider your marketing goals and balance traditional media with top-performing digital marketing capabilities. Considering buying strategies like PPC or CPM for digital success can’t be overstated. Search ads and display ads often have some of the best ROIs to achieve specific client goals when they are planned, bought, and executed efficiently. As Houston media buyers, we can help you plan out the appropriate budget break down per media channel and develop a media mix to interact with your audience that gets you the best cost per point or impression to ensure your success. Our goal is to provide honest recommendations to maximize the overall effectiveness of all of your campaigns.

Some media have invitationals or upfront windows where high-value clients can book or reserve their time or space before the general public. It’s often possible to look at media needs for the year and come up with a negotiated rate for the combined media buy at a huge savings when compared to buying media one quarter or season at a time.

We know sometimes a “gut feel on a good deal” is enough to sway someone to dodge the pressure and stress of shopping, negotiation, and re-crunching the numbers… Don’t allow inefficiency in your media buying process to compromise your results in the competitive Houston market. If you are trying to ensure your marketing efforts tie together all aspects of your campaign… and you need the benefits of strong negotiations… our media strategy and savings will drive performance… all while giving you back time in your day. It’s time to let the Houston media buyers at Brand Ranch Media get you the efficient, goal-oriented media buy your company needs to grow and succeed. Call us at 713 309 6380 and let’s discuss how we can help get the most results from your marketing budget.

Google Analytics 4: The Future of Analytics Is Changing

In mid-October, Google announced the release of Google Analytics 4 (GA4), a massive update to it’s Analytics software that helps businesses make data-driven marketing decisions based on user interactions and performance goals tracked on their websites and apps. Analytics (as it’s known) collects valuable consumer data such as behaviors, page visits, demographics, web traffic origins, and more by not only integrating with websites, but also through integration with Google marketing platforms such as Google Ads and YouTube as well as just about every other 3^rd party marketing software and tools widely used by advertisers. Since its release, GA4 has created quite the buzz in the digital advertising industry as marketers learn the differences in functionality, evaluate how the changes will affect future data analysis, and work to integrate GA4 with their websites as well as other digital marketing platforms. Today, we will share some of the insights gained through our personal experience with GA4 since its recent release.

Analytics and Session-based Tracking

Google has always strived to provide the best website analytics that help improve marketing decisions in order to get better ROI. The older version of Analytics is designed around Session-based tracking while GA4 is designed for Event-based tracking. In the original version, data analysts we re able to see user behavior based on a session. A session is a set amount of time that a user has interacting with a website. We can understand user behaviors such as page views, average session times, and pages per visits, just to name a few. Events such as various actions users take while visiting a website can be tracked but previously had to be custom coded in order to appear in Analytics. Goals can also be created to help track valuable user behavior such as submitting a contact form or making a phone call directly from the website using the click-to-call functionality.

GA4 and Event-based Tracking

GA4 uses Event-based tracking, essentially automating the process for tracking important, value-based actions users take on websites. GA4 will also be able to provide fast information on common questions marketers may want to know the answer to such as, “How many phone calls were there in March?” or “What product resulted in the most revenue in June?”. Event-based analytics is also going to be important moving forward as web browsers have removed or plan to remove cookie-based targeting. Event-based targeting will allow marketers to create custom lists based on user profiles and actions in order to use to target audiences that look like past website visitors or retarget past website visitors in their digital marketing efforts. This audience targeting can be segmented by users who took certain actions (events) while on the website and enable digital marketers to target customers who, for example, purchased a specific product. While the older Analytics software could accomplish the same targeting, it was done so through cookie tracking methods. GA4 seems to be the solution as cookie-based targeting becomes obsolete .

Updating to GA4

Now that you (hopefully) understand a little more about GA4, you might consider implementing it with your website. Though GA4 has been officially released, the data it currently provides is not something you would want to ditch the old version of Analytics for and go all-in on GA4. New functionality and statistical data will continue to be added to GA4 over time and implementing it, as well as keeping the original version of Analytics, is suggested in order to allow GA4 to optimize its AI learning capabilities over time. (Did we mention that GA4 uses AI machine learning to help you make better marketing decisions?) Implementation of GA4 has also been a process that Google has automated to make the transition easier for Analytics users. There are a few easy settings to configure, a few button clicks, and then GA4 will start populating data from the original Analytics property as well as guide you through setting up some events that are customized for your website and marketing platforms such as Google Ads.

As for the future of Analytics, it seems as though the future is now and now is the time to get acquainted with GA4. At Brand Ranch Media, we utilize the most cutting-edge marketing and analytics technologies to provide our clients with successful and profitable traditional and digital marketing campaigns. Give us a call at 713-309-6380 or send us a message to discuss how we can help you create a marketing plan optimized for results based on data-driven decision-making.

FREE ADVERTISING!? Are You Utilizing Co-Op Advertising to Its Full Potential?

FREE ADVERTISING Are You Utilizing Co-Op Advertising to Its Full Potential

Most of us have heard the saying “Nothing in this world is ever free.” While Co-Op Advertising is certainly not entirely “Free”, it is a very beneficial program for many businesses across industries! So, what is co-op advertising, which industries use it, what are the benefits of co-op advertising programs and what things should you know?

What is Co-Op Advertising?

Co-Op Advertising (or Cooperative Advertising) is an advertising partnership, as the name implies, between two (or more) companies that are involved in the chain between manufacturing, distribution, and retail. Co-Op Advertising is a way to share ad costs between involved parties and can be beneficial when seeking to improve the sales of a specific product. Many times, a business will partner with the manufacturer (or distributor) to run ads for a specific brand they wish to increase sales revenue on. The manufacturer or distributor will then pay for part, or in some cases all, of the advertising that includes their product or brand. Most Co-Op Advertising Programs have very specific brand guidelines and rules for each type of media outlet. Co-Op Advertising Programs often include an array of choices for media ranging from traditional broadcast to digital marketing efforts and everything in between.

Which Industries Use it?

There are many industries that have and utilize Co-Op Advertising Programs. Basically, if there is a national brand that sells products via retailers to consumers, you can bet they likely have an established Co-Op Advertising Program. Common examples of industry specific co-op advertising include Automotive (car dealerships), Powersports (ATVs, UTVs. Etc.), Lawn and Garden (lawn equipment, power tools, etc.), Farm and Ranch (tractor dealers, etc.), Marine (boats, watersports, etc.), Sporting Goods, HVAC Equipment (Trane, American Standard, Lennox, RUUD, Mitsubishi, etc.), Furniture, Mattresses, Electronics, and the list goes on.

What are the Benefits of Co-Op Advertising Programs?

The main benefit of Co-Op Advertising is the ability to offset your marketing costs. With a Co-Op Advertising agreement, businesses can advertise more and spend less money out of pocket because the advertising costs are either shared or covered in full by the manufacturer or distributor. This practice can increase ROI (Return on Investment) in a big way for many businesses.

In addition to the cost savings, many Co-Op Advertising Programs have marketing assets that are already created, can be used, and tweaked to meet your campaign goals and needs. This can save both time and money with production costs for advertising assets and creative, making these resources an efficient way to create co-op ads.

Co-Op Advertising campaigns often result in reinforcement of a strong brand yet creates a custom, localized feel for business retailers. Manufacturers are able to increase brand awareness and local businesses are able to advertise their products and services while marketing their own brand, resulting in a win-win situation.

What Should You Know About Co-Op Advertising?

First, you should do the research to determine if you may have Co-Op funds available to your business through a Co-Op Advertising Program. Once you determine the funds available, it is time to create a game plan for the best utilization of the Co-Op Advertising funds. You will want to work with an experienced media partner that can guide you on the best usage of your Co-Op Advertising dollars and incorporate it into your overall media plan. Strategy is very important. You will want to maximize your ad spend, be able to negotiate the best media rates, properly plan your campaign flight depending on your business and industry trends, and then plan an effective campaign with proper messaging and branding to compliment your existing campaigns.

Secondly, before planning your campaign it is important to be aware of the specific guidelines that are in place for your Co-Op Advertising Program. Most programs have standards for branding that you will have to follow. Additionally, there are often detailed rules for each media outlet (television or cinema, radio, print, Over-The-Top Television/OTT, billboards, websites and landing pages, uniforms and apparel, social media, email marketing, online banner ads, digital video/pre-roll, search engine marketing, etc.). Once you are aware of the rules, you can work on the creative. Most Co-Op Advertising Programs require submission of all creative for pre-approval prior to running your ads.

At the end of the day, you will want to work with a trusted partner who knows your business, your brand, and can maximize your Co-Op Advertising Program benefits to ensure your success.

As a leading marketing and advertising agency, Brand Ranch Media has many years of experience running Co-Op Advertising Campaigns across industries. We know how to maximize your marketing dollars by utilizing Co-Op Advertising to its fullest potential to meet your goals and increase return on investment. If you are looking for assistance with how to best utilize your Co-Op Advertising Program, give us a call at 713-309-6380 or contact us and we can gladly assist you!

“Do You Even TikTok, Bro?”

If you haven’t seen TV ads for it, you might have heard about it in the news as either the fastest growing social media platform in the world or as a target for President Trump, saying that the Chinese-owned app was a potential security risk. Either way, TikTok’s exponential growth rate in the US alone creates a fascinating case study for advertisers who are looking to expand their brand’s reach as we all inch closer to the “oh, we cannot wait for it to be 2021” new year.

“Bro, what is TikTok?”

TikTok is a social media platform and mobile app where users basically share videos. Users can choose from all sorts of song clips or sound bites to use as soundtracks or effects for the videos they create. If this sounds childish, you might be right considering that about 33% of all US TikTok users are between the ages of 10 and 19. However, that leaves another 66% of the US TikTok users to be distributed amongst the age groups of 20 to over age 55 with 30% of those age 30-50. According to global data provided by TikTok, there were over 100 million monthly active users in the US with 50 million of those using the platform every day.

“What Should You Do About it, Bro?”

If you’re an advertiser, you may want to consider TikTok as a legitimate advertising platform to reach specific targeted audiences. When targeting the teenage demographic, brands such as apparel, gaming, entertainment, and food and beverage industries (aside from alcohol) could benefit greatly with focused ads on TikTok. The adult market is also a targeted demographic that advertisers should consider now as well as in the future. Pre-COVID pandemic demographic statistics show that of all adult users of TikTok in the US, 66% were between the ages of 18 and 34. In addition, 40% of all adult users had a household income of over $100,000 per year. Industries such as travel, automotive, electronics, apparel, mobile carrier services, internet and television providers, streaming services, and more could benefit from a marketing plan that includes TikTok. Of course, music is also a huge part of TikTok’s platform. Promotion of musical artists, album and single releases, upcoming tours, concerts, and festivals would be ideal for targeting the average TikTok user.

“Wrap it up, Bro!”

TikTok’s future in the US is still a bit uncertain. There have been discussions and legal battles to block the Trump Administration’s proposed ban of the app which claims that the data of all US users will be available and utilized by China to the detriment of the United States. It should be noted that popular apps and websites blocked by the Chinese government include Google, Facebook, Twitter, YouTube, and Instagram, just to name a few. US-based companies have been in discussions to purchase all or a large portion of TikTok’s US operations. More will be revealed in the coming months regarding the fate of TikTok in the US. While it might not be the best time for advertisers to go “all in” on the platform, it is definitely worth some serious consideration.

We love helping brands identify new avenues to promote their business. Feel free to call us at 713-309-6380 or contact us to start the process!

Apple to Block User Tracking for Free Online Apps

In our last article we discussed how the elimination of 3rd party cookies will affect digital marketing strategies. Internet browsers Safari and Firefox have already eliminated 3^rd party cookie tracking. Google’s Chrome browser will block 3^rd party cookies by 2022. With all of these browsers eliminating 3^rd party cookies, tracking customer behavior for digital advertising purposes will become a thing of the past and advertisers will have to adapt to new targeting methods, perhaps even creating breakthrough techniques.

The next major change to better protect user privacy regarding ad targeting was supposed to come to Apple devices, including the iPhone, iPad, and Apple TV. Announced in June, Apple stated that privacy is a “fundamental human right” and the release of iOS 14, the newest software upgrade, would require apps to ask user permission before they can collect and share data, often used for advertising purposes. This would most likely have a larger effect on apps that are within an overall “audience network” versus apps, such as Facebook, which have the ability to utilize their own targeting within their specific apps. Facebook and Google’s audience networks include app partners (other apps where ads are shown that can collect revenue by providing ad space for Facebook and Google ads).

To better illustrate, analyst Michael Pachter describes:

“…investors clearly think that the competing ad networks run by the likes of Snap and Twitter are going to be put at a disadvantage while titans like Google and Facebook charge ahead.

Currently, if an iPhone user looks at an item on the Amazon app, then looks it up on the Best Buy app, advertisers know that someone is shopping around. So they could deliver a promotion to that user, Pachter said. Once iOS 14 is released, that won’t be possible unless users opt in.”

Because Facebook has its own network of systems, they will not likely be affected by the Apple update.

Apple announced a delay in the release of the anti-tracking update in iOS 14, instead saying that portion of the update will be released in early 2021. Though, this is not a sign that Apple is having second thoughts about anti-tracking, it will give Facebook and other app advertisers more time to evaluate and determine their next steps to work around this update. One recommendation from Facebook is for app advertisers to create a separate ad account devoted to iOS users. From a general business standpoint, we can probably expect that ads will be limited on audience networks and therefore will heavily rely on the direct networks of Facebook and Google. Advertisers also might want to set up different campaigns that target specific devices moving forward.

iOS 14 was released today (September 16, 2020) without the privacy update. Since there is still some time before this portion of the update is released, everyone is just going to have to find a way to adapt.

If you have a concern about the future of your digital marketing efforts, especially as it pertains to upcoming system and policy changes, our marketing experts and Brand Ranch Media want to speak with you! Our phones are open to your calls at 713-309-6380 or go ahead and reach out through our online contact form.