How to Create an Audience Profile, And Why You Should [+Examples]

Determining your audience profile is a critical step in ensuring your campaign is successful. An audience profile can help you personalize your campaign’s messaging to reach those most likely to convert, and limit the amount of spend you might’ve otherwise wasted on underperforming ads. Here, we’ll explore the information you need to include in an audience profile, how to write an audience profile, and audience profile examples. Plus, we’ll dive into a media audience profile and how that type of profile can help you increase the success of your paid ads campaigns. But first — what is an audience profile,…

A Plain English Guide to Real Time Bidding

Since its inception in 2009, real-time bidding (RTB) has become one of the most popular ways to purchase ad inventory online. But even for experienced marketers, this type of programmatic advertising can be a very confusing concept. I, for one, get intimidated just by reading the word “programmatic.” So let’s break down what RTB is, how it works, and the pros and cons of using it – all while keeping it jargon-free. Before we dive into RTB, let’s cover a few basics. An impression, which is when an ad is displayed on a user’s screen, is the currency used in…

Paid Social Media: Worth The Investment?

Social media advertising spend is expected to top $47.9 billion in 2021. That’s nearly 20% of the total expected advertising spend by all North American businesses this year. The amount of money spent on paid social media ads has been steadily climbing since 2019, and now, with businesses preparing to spend nearly a fifth of their ad budgets on this pay-to-play promo, it’s clear that social media ads are becoming a staple in marketing strategies across small and large businesses. Ultimately, paid social media helps with targeting audiences and driving sales just as organic social media does. The advantage to…

Media Buying 101: What It Is and How It Works [+15 Platforms to Use]

Ever wonder who is behind those banner ads on the sites you visit the most? Or the Super Bowl ads we talk about for weeks after they’ve aired? The answer is media buyers. When a brand gets a marketing budget, a portion of that typically goes to paid advertising. That’s where media buying comes in. It doesn’t get much buzz in the marketing industry, but this process is responsible for the targeted ads we see today. Let’s dive into this process of which so many of us are on the receiving end. Whether they’re watching a TV show or scrolling…

The Plain English Guide to Demand-Side Platforms (DSP)

As a marketer, you might be focused on creating organic content most of the time. But you should keep in mind that paid advertising is just as important. When you manage the paid ads for your business, you can go through individual ad managers such as Google Ads or Facebook Ads. However, that’s not the only option. You can also use demand-side platforms (DSP), which are automated, as a way to purchase and manage your online ads. In fact, did you know that in 2020 $46.86 billion, or 88.7% of all US mobile display ad dollars, were transacted via automated…

12 Essential Media Planning Tools

Your customers are consuming messages in more ways than ever before — online, in publications, on TV, the radio, and on their phones…to name a few. Companies that invest effort in choosing the right platforms for the sake of customer acquisition and retention — and the right messages to promote on them — are engaging in media planning, which has become a requirement for organizations hoping to reach their audiences across multiple channels. The process of media planning is ongoing — one that requires diligence, an understanding of your audience, and knowledge of the various outlets where you can spread…

A Step-by-Step Guide to Advertising on Instagram

With 500 million active monthly users, Instagram offers a unique opportunity for marketers to reach their target audiences through ad campaigns. The other perk of advertising on Instagram? The ads can look almost no different than regular posts, making them much less invasive than other ad types. But setting up ads on any platform requires a lot of thought: What should your target audience look like? What should your copy say? What image should you use? There are a number of ads tools available that can help you create your ads and targeted audiences, but there’s still the more technical…

A few months ago, while I was driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. Then, a week or so later, I was watching Instagram stories, and I saw some influencers posting reviews for the new shapewear. The next week, while I was watching E!, “Keeping Up With the Kardashians” came on, and Kim was shown modeling for a SKIMS photoshoot. I had one of those moments where I thought “SKIMS is showing up everywhere!” That’s because the company has an integrated media planning strategy. A few months after these events, when I was shopping…

For any business to be successful today — no matter the type, size, or industry — it must create and share media content (images, videos, infographics, social media posts, podcasts, etc.) with its target audience members. This is a large part of how you boost brand awareness, engagements, conversions, and revenue (among other things) for your business. Not to mention, media content helps you stand out from competitors and other businesses. Here’s the issue: The sheer amount of media content most businesses produce and share on a regular basis to stay relevant among audience members can become confusing to keep…