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Man in a lab coat is carefully looking at a jar that contains cannabis concentrates

Client Spotlight: Procan Labs

Say hello to our latest client: Procan Labs! Started in 2017, they’re now California’s leader in purified cannabis concentrates. Procan Labs extracts the highest quality full-spectrum crude oil and distillate; their mission is to keep the California cannabis supply chain stabilized and reliable with the clean, compliant oil, distillate, and Terpenes required, all while elevating the quality of life for people across California. 

We’re honored to have started an incredible partnership with them in 2019 and look forward to working alongside them in 2020. Here’s a little bit more about the difference you’ll see when working with Procan Labs.

Who They Are

It’s no surprise the cannabis industry is booming, and Procan Labs is a key player in the current field. But, what sets them apart from the rest? The Procan Promise. They take an authentic, honest, and transparent approach to their business and their customers. Their cold-pressing process ensures impurities or harmful residual solvents in their oil, distillate, or Terpenes are removed, therefore you can feel confident that their products are pure, natural, and versatile.

What They Do

Procan Labs can do it all. No really, they can! In their Concord, CA laboratory, they produce a wide array of products for various needs. Using a cold-pressed extraction method at sub-zero temperatures, they’re able to produce any end product you need:

  • Terpenes: Procan Labs believes you should be able to smell and taste the difference in your end product, and their process ensures you do. The entire plant and biomass run through cold-pressed extraction methods to bring you true cannabis-derived Terpenes.
  • Distillate: The processes at Procan Labs also include multiple passes of molecular distillation, with an end result of high potency distillate. They make sure each fraction is clean and pure with the specifications needed to manufacture your consumer products.
  • Full Spectrum Crude: The unique processes don’t stop there because Procan Labs also delivers a full spectrum crude rich in terpenes. How do they do it? During post-process closed-loop decarboxylation, which controls the loss of light volatiles normally associated with ethanol extraction.

Procan Labs produces products ranging from tinctures and salves to balms and vape cartridges. Most importantly, they do what they say they will: promise transparency, availability, and integrity in every communication and transaction.

How We Help

Though our partnership is in its beginning stages, ON Advertising has already created some pretty incredible things with Procan Labs. As with all our clients, our 30-60-90 day plans create the guide for executing the marketing and advertising elements, and it was no different for Procan Labs.

In the first month, we worked on brand development, logo design, and social media development. In month two, we created their website design, as well as began the process of creating three videos that will live on the site. And finally, in month three, we launched the new Procan Labs website! Stay tuned to see what we come up with next for this client, you won’t want to miss it.

Innovation and big creative ideas are at ON Advertising’s core. Our analytical approach, combined with our outstanding creative team, guarantees our clients receive a focused, well-conceived plan that meets all of their marketing and advertising needs. Contact us to learn more about our services and about how we can help you grow your business.

2020 media strategy sprawled across the image with a cactus standing tall in front.

What is our Media Plan for 2020?

Well, we’re getting ready to say goodbye to 2019 and hello to 2020 here at ON Advertising! While we’re sure you’ve also seen the articles popping up on your timeline describing the top trends for the new year, or what you should look out for when it comes to media planning, we’re here to tell you what’s really what. We keep our finger on the pulse of the latest trends in marketing, branding, and strategy; because we believe a strong media strategy gets results.

We’ve compiled a quick lineup of some of 2020’s hottest predicted trends and how we plan to take them to the next level in the new decade.

Video Marketing

Perhaps one of the most talked about, important aspects of marketing as of late is video marketing. While videos and even GIFs aren’t new to the digital marketing world, incorporating them into your media plan is an absolute must if you want to continue to be viable. 

According to Social Media Today, video content can drive a greater response than any other social content type, if it’s done well. In an infographic of video marketing statistics, they revealed that on Instagram specifically, video generates more engagement than any other content type and 65% of impressions from an ad come from videos. On Pinterest, users are 2.6 times more likely to share a video than any other post type. Tweets with video see 10 times more engagement than those without, and promoted tweets with videos can save you on costs up to 50%. Not only that, but on Twitter 82% of users mainly watch video content when using the app. As for LinkedIn, video campaigns have 82% view rates. 

Essentially, video rules all when showing social results, and harnessing the power can change the game for your strategy. So, how do we plan to utilize our video services to slay in 2020? By knowing exactly what you need and delivering even beyond your expectations. Our video media professionals are experts at defining the most appropriate video content solution for your needs. By identifying the right type, style, tone, script, and art direction, we can effectively tell a compelling story. Analyzing the needs of your target buyers helps us determine the best way to distribute and showcase your story. These tactics help ensure that the right type of video content is being seen by the right people, and that we’re making the right impact on your bottom line.  

Social Media Stories

If you’ve followed us for some time, then you may remember our excitement for ephemeral content for 2019. Again, ephemeral content is any photos and videos that aren’t permanent on your platforms. Typically they disappear within 24 hours, so it’s important to make them eye-catching and memorable for their short lifespan. These stories make it possible to post more, without oversaturating and bogging down your page. We view these as another channel within your channel, and employing them is vital.

In an article by Medium, they explained that Instagram Stories’ see 400 million daily users. That’s a huge number for something that doesn’t remain on your page indefinitely. Although Instagram’s ‘Story’ feature is probably the most famous when it comes to ephemeral content, it certainly wasn’t the first platform to come up with the idea. In fact, Snapchat was the first platform to introduce them in October of 2013 and launch the trend. Since then, we’ve seen a huge influx of other companies coming up with their own versions, such as Facebook Stories. We’re expecting to see even more implement the feature in 2020 and the near future.

As 2020 approaches, ON plans to continually incorporate stories into our social media strategy. With the employment of even longer video mediums, like IGTV, there’s endless potential when it comes to the power of video.

Influencer Marketing

While influencers in marketing is also not a new concept, we’ve seen a massive shift in the impact and influence they actually carry. From beauty bloggers to foodies, influencers from all walks of life are in our feeds, and they hold more power than you’d think.

In an article by BigCommerce, they predicted that 65% of influencer budgets by marketers were going to increase. They also explained that 17% of companies spend over half of their marketing budget on influencers and 89% of all marketers found that ROI due to influencer marketing was comparable or even better than other marketing channels. Sounds like some crazy statistics, right? It might not be as out of the box as you think. 

As for ON Advertising, the biggest tactic we used with influencer marketing in 2019 was realizing and harnessing the power and impact influencers and micro-influencers have on social media, especially on Instagram. At the beginning of 2019, we examined our clients and we narrowed down who had a niche product or brand. We then figured out what the best tactic to get the word out about the product was. Unsurprisingly, influencers were the answer. With these tactics, we’ve been able to grow this client’s followers past 15k. We’ve also seen increased impressions, boosted engagement within the 6 digits, and have reported a huge growth of ROI. 

Creating partnerships with these influencers and micro-influencers proved to be the most important thing we’ve learned. They trust the brand and the product, and love promoting it. In turn, we share all of their content and find new ways to support them. Building these partnerships through heavy community management and being available to answer various questions took the partnerships even further. It took time but, in the end, our client is flourishing. The influencers and micro-influencers are reporting that their social media has grown with the established partnerships. 

As we look to the 2020 and begin planning our social media strategy for our clients, our top priority is finding and establishing new techniques to manage our influencers. Not to mention utilizing tools that can help us find more influencers that we can form partnerships with.    

How ON Advertising Can Help in 2020

At ON Advertising, we believe that big ideas build more business. When our decades of experience in full-service advertising, marketing, video production, public relations, website production, media buying, and more pair with new innovations and strategies, who knows what we can create for you. Contact us today.

Man with his credit card in hand is getting ready to purchase items off eBay.

The Pros and Cons of Holiday Marketing

Ho, ho, ho, the holiday season is upon us! It’s once again the time of year where our email inbox is flooded with specials, text message deals come flying in, and all over ads are making use of the festive season to target you. While sales tend to skyrocket during this time of year, the marketing efforts that go behind them can be “snow” joke. Whether you have a large budget or are relying on small marketing efforts, holiday marketing can be the thing that helps you “sleigh” the competition. Here at ON Advertising, we’ve compiled a few of the pros and cons of holiday marketing to keep in mind.

Cost of Christmastime Marketing

According to an article by WordStream, bid prices can increase by 140% over their yearly average during the holidays. Con? This means that your marketing budget has to match your efforts. Pro? Your ROI could increase as well. In a piece by emarketer, they revealed that in 2018, holiday retail sales finally crossed the $1 trillion mark, making it more crucial than ever to secure your spot in a saturated sales snowstorm. An article by Vivial using a report by Ignite showed that companies spent almost $27 billion on social media marketing in 2018 alone and allocated 25% of their annual budgets to social media marketing over the holidays. Essentially, sticking with the same budget is no longer viable and it may be time to up yours. CNBC states that holiday spending is expected to rise 5% this year, so it can be extremely beneficial to revisit your numbers and budget from the previous year to find your baseline. Make sure your budget is substantial, your strategy is flushed out, and that you know your goals. You’ll be feelin’ “pine”. 

Digital vs. In-Store Shopping

Do you like to do your holiday shopping online, or do you prefer to head to the store to snag your deals? If you like to purchase on the web, you aren’t alone. CNBC also states that according to Tim Cadogan, chairman, and chief executive officer for OpenX, 53% of all holiday shopping is expected to be done digitally. A press release from Adobe Analytics showed that during Cyber Monday, direct website traffic ranked highest for driving revenue at 25.3 percent share of sales (down 1.2 percent YoY), followed by paid search at 25.1 percent (up 7.4 percent YoY), natural search at 18.8 percent (down 2.8 percent), and email at 24.2 percent (up 0.5 percent). They noted that social media had a 1.1 percent share, impacting online sales very minimally. WordStream’s findings also revealed that 8 in 10-holiday shoppers are influenced by the internet before making a purchase. Con? You may not see the largest crowds in your brick and mortar store. Pro? If your holiday marketing efforts are eye-catching and a substantial enough deal, you’ll have your “elf” a merry little Christmas when it comes to sales. 

Coupons and Deals

It’s no secret that most people are happy to find a deal or a discount when shopping, including us! In a 2019 report, emarketer showed that internet users “always” or “very often” use coupons when shopping online. Con? You may need to include some stellar deals in your marketplace to lock in the sale. Pro? As reported by Google, one of the most influential factors in buying decisions was sales, discounts, or promos. That’s directly in line with WordStream’s finding that one-third of shoppers reporting that their holiday weekend purchases were driven by promotions. So while Santa doesn’t need discounts to come out on top this season, you do! 

ON Advertising hopes that you have a profitable, successful, and strategic holiday marketing season! If you want help with harnessing consumer spending habits and setting your brand up for success both during the holidays and all year long, contact us.

Glowing sign that reads "Facebook"

“Facebook’s “Private” Feature and its SMM Implications”

As of this year’s third quarter, Facebook has reached 2.41 Billion active monthly users, making it the most used social media platform worldwide. Facebook has been the leader in social networks, as they were the first social platform to have monthly users surpass the billions by the second quarter of 2012. With the constant growth, popularity, and innovative features, such as Messenger and Facebook Groups, it’s easy to see how the conglomerate has become the choice social media platform. 

It’s no secret that there have been privacy issues with the site in the past. In early 2018, it was revealed that Cambridge Analytica harvested the personal data of millions of peoples’ Facebook profiles without their consent and used it for political advertising purposes. After the loss of trust amongst its users, and millions of dollars in fines later, Facebook’s Founder and CEO, Mark Zuckerberg, is “committed to getting it right,” he said as he opened at the F8 Developers Conference earlier this year. With four simple words projected on the screen behind him: “The future is private,” Zuckerberg explained Facebook’s decision to undergo a ground-up redesign. This redesign aims to place private community groups at the center of its experience and revamp its apps to work with one another. Why? To help people securely reach their core communities. This has been touted as the biggest change the social platform has seen in over five years. 

This all begs the question: What is Facebook’s “Private” feature?

For starters, the “Private” feature that Facebook is introducing essentially allows the user to control and see data that websites and applications share between the platforms. It’s being introduced as “Off-Facebook Activity” and gives users the ability to keep track of the information that third-party applications access and what they are using it for. Along with the “Off-Facebook Activity,” they’re also updating their ad library and giving users an option to control what they see from their groups, pages, and friends with a “Why am I seeing this ad” option. 

What Does This Mean for the Social Media Advertising World? 

Facebook warns that its new privacy tool may impact targeting on paid ads. Whether this is the truth or not, advertisers are preparing for the change. Here at ON Advertising, we believe it will definitely be limited as more and more users will choose not to see content like paid ads. Will some of those users be ones we try to target with our client’s paid ads? Of course. That’s where adjusting the perimeters and revisiting our goals will ensure the users we want and need to see the content, will see the content. As Facebook continues to change, it’s important to get creative with marketing plans to safeguard the effectiveness of the campaigns being launched. It’s also recommended that everyone in the advertising and marketing industry should have plans in place for when the time comes to change their tactics and work to set specific goals that they set in place. After all, we like to stay ahead of the game when it comes to playing it.

How Can ON Advertising Help?

With big changes coming to Facebook and the possibility of more advancements in the future, it’s vital that a plan is implemented to produce campaigns.. Having a hard time wrapping your head around it all? ON Advertising’s digital strategy services can help you stay ahead of the ever-changing social media industry. We can assist in creating innovative and creative ways to remain on top of the competition, while still staying aligned with your goals. Contact us to see how we can help your business grow and learn more about the services we have to offer.

A woman scrolls through the Instagram app on her phone

How Instagram’s Elimination of Likes & Following Tab May Change SMM

Did you notice anything different when you recently opened up Instagram? You’re not the only one. The platform has finally decided to do away with its Following tab, a feature that has caused quite the controversy among users for its expository nature. The newly deleted tab had once allowed users to see what their friends were liking, commenting on, and who they were following in real-time. 

Instagram likes are also currently the subject of a deletion rumor, and if the plan is carried out, it would mean the removal of the most popular, sought after feature of Instagram as a whole.

Why are these changes a big deal? Because it means your behavior and activities on Instagram are once again private. What does this mean for social media marketing? We’ll explain everything you need to know.

How Marketing Companies Made Use of the Following Tab

Though the feature was mostly frequented by typical Instagram users to spy on their friends, coworkers, exes, and significant others (and sometimes even their enemies), it didn’t go unutilized in the social media marketing world. In fact, according to Harper’s Bazaar, the original intention of the Following tab was to allow users to find new accounts and interests through who their connections were interacting with. This, in turn, made it much simpler for companies to actively gain information on targeting specific audiences, find competitors, and keep up-to-date with what content of their own was working well. Essentially, the feature was an extra layer of analysis and insight that businesses can no longer use as a reference.

What Now?

If you’re a company that made particular use of the Following tab as a way to collect data, you may be wondering what tool you can now use to retrieve the same kinds of information regarding users’ patterns. That’s where the Explore page will come in handy. It may not display activity as granularly as the eliminated tab, but the Explore page will help supplement information about what is trending, popular pages, and just a general idea of what’s being liked by the people you are following. Keeping close tabs on this page, along with Instagram’s general insights, will give you an edge when it comes to content targeting and following customer behavior.

What Life Might Look Like Without Likes

According to Instagram, the idea behind getting rid of likes is to remove pressure from users to receive likes, to alleviate the need for validation, and to make an effort to help with self-esteem and mental health. While the withdrawal of the Following tab has already occurred, this change has not yet hit the entire app as quickly. Instagram tested the idea in markets like Australia, New Zealand, Ireland, Japan, and several other countries, leaving users in the United States to watch its trial run from afar. Although the move may not affect the average everyday user’s experience with the social media platform, influencers, brands, and companies may be greatly impacted. With likes comes revenue, and now active users looking to grow will only have their follower numbers to increase and rely on. 

How ON Advertising Can Help

With massive Instagram changes being implemented and the possibility of even greater alterations on the horizon, the way analytics and user data is gathered may be experiencing a huge shift in the coming months and years. Need some assistance making sense of it all? ON Advertising can help with that. Our agency offers Digital Strategy Services to ensure that your marketing efforts are aligned with your goals because a formal strategy puts you steps ahead of your competition. Contact us to see how we can help your business navigate these changes and continue to grow. 

Darren, Courtney, Ryann, and Michelle sitting in the conference room going over an assignment.

We are a Top Integrated Marketing Agency

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ON Advertising has been recognized as one of the Top Integrated Marketing Agencies of 2019 according to DesignRush

DesignRush, a B2B digital marketplace that connects brands with agencies, discovered and now recognizing the Top Integrated Marketing Agencies in the United States. 

ON Advertising’s team of talented marketing experts create innovative solutions to take our client’s products and services out to the market OR increase their market share. We know the vast amount of competition that takes place between businesses and we recognize how important it is to be unique and stand out amongst the crowd. Contact us today if you’re ready to take your company to the next level. 

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A woman looks at her phone thinking of what she is going to look for. Tag reads find help Phoenix.

Looking for help? You found it!

As mentioned in some of our previous blog posts, we have worked with the Maricopa County of Public Health before to build awareness on different health issues and the general well-being of the community. This season we were tasked to create a bilingual campaign to advertise the resources on FindHelpPhx.org. Why? Because there was an alarming 69% of parents who said if they knew how to locate more family resource services, they would use them. 

FindHelpPhx.org was created by the Maricopa County Department of Public Health (MCDPH) to provide residents an easy way to find social and health services. The user-friendly platform offers 1,500 resources including free and low-cost screenings, doctors, disability services, and more. Each of these services is vetted by the county and available for Maricopa residents who want to increase their quality of life. In fact, the website offers bilingual assistance in English and Spanish for those who need language assistance.

The Advertising Campaign

We were entrusted to come up with a plan of action to effectively advertise to Maricopa County families in need of guidance. We started this process by researching their exact target audience. Who are they? Where do they live? How old are they? After we dove deeper into who their exact consumer was, we evaluated where they would most likely be exposed to an ad. We determined Facebook and YouTube would be the best digital platforms, and rotating billboards on Arizona freeways would be a great traditional channel. 

After we decided who their target audience was and how we were going to reach them, we brought the information to the creative team. From there, the creative team wrote a story and a narrative that would resonate with the audience to grab their attention. See the creative content below. 

Maricopa County Department of Public Health / “Find Help Phoenix” (Spanish) from ON Advertising on Vimeo.

Maricopa County Department of Public Health / “Find Help Phoenix” from ON Advertising on Vimeo.

The Results

We are pleased with the performance and results that the ads have produced so far. The entire campaign launched Monday, September 16th, 2019 and will run through November 27, 2019. There have been 223,000 impressions for the Facebook campaign, with nearly 1,000 link clicks. YouTube has garnered 463,700 impressions that have generated 850 clicks to the website. For the billboards, there are 10 locations rotating weekly around Phoenix for 8 weeks, with an estimated 5 million impressions.

Here at ON Advertising, we always love working with the Maricopa County Department of Public Health because they are trying to improve the lives of their residents. However, if you or your business is interested in spreading an important message through effective advertising campaigns, contact us today.

A neon sign that reads "data has a better idea" is in front of a background of large buildings.

The Benefits of AI in Advertising

What Is AI in Advertising?

Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. AI for advertising is an umbrella term that describes technologies like machine learning, computer vision, process automation, and dozens of others. AI has positive impacts on the advertising industry as it can analyze large sets of data more efficiently than humans. The most advanced AI learns from this data and improves its analysis, recommendations, and predictions over time. AI technology predicts how ad copy and creative will work best in an advertising campaign while using insights from consumer interaction to optimize and enhanced performance. 

AI is being utilized far and wide in the advertising and marketing industries. Many tasks being handled by AI, and other machine learning, is making user experiences possible that were not achievable only a few years ago. AI is doing far more than just housekeeping, it is doing the heavy lifting to enable personalization and meet the rising demands of consumers. Keith Eadie, Vice President and General Manager of Adobe Advertising Cloud notes that features within the advertising platform can optimize search, display, and video ads, and that AI is even making adaptive ad buys based on human-set goals. In short, he says “Automation and AI are amplifying what is possible for humans to do.” 

For some time, social media has been immune to AI, much of it happens in real-time and allows for real-time optimization. Working within social media you have to nail the right tone, tenor, and timing, which is something AI hasn’t been able to do. It’s machine learning, you have to teach AI what you want it to know, it can’t just “pick up” a new skill or tone of voice as humans can. But with a new dawn of technology comes new dawn of social media. The data we can now receive from AI goes beyond when our audience is online and what they’re interested in, AI can help us boost our conversion rate by drastically increasing relevance and resonance of copy and imagery. And many tools are helping social media marketers craft ads and copy based on their audience’s historical emotional engagement. How? AI.

How is AI Changing? 

The marketing and advertising industries are at the center of a seismic change in the way people engage in the world around them. The AI-powered conversational intelligence and voice-enabled platforms, like Siri and Alexa, are significantly changing our idea of what digital marketing can do. Now that there are personalized ads tailored to consumers, a general message doesn’t cut it anymore. 

What Does This Mean for the World of Advertising?

AI already has advanced data collection capabilities, however, with growing technology, there is always room for improvement. Within the next few years, the amount of data expected to be analyzed will double. This will allow for an increase in the number of predictions and recommendations AI will use to create better content for the consumer. With less time being spent on analyzing data, it creates more time to connect with the consumer through creative development. 

How Can We Help?

Marketers are highly valuing the world of AI and are already planning to use it to better target their audience this upcoming year. ON Advertising is well-versed in using different strategies to assist and enhance your advertising experience. By using AI techniques, such as customer segmentation and content generation, we are able to personalize content to better appeal to the consumer. All social media platforms and Google offer customization to select an audience for us to target with our ads, which is done through artificial intelligence. We are able to select our audience based upon age, gender, location, behaviors, interests, language spoken and more. This allows us to run ads for many clients at one time and target different audiences based upon what we determine needs to be selected for the client. We use the audience selection to ensure that our message and ads reach the appropriate individuals without spending unnecessary money. For more information on how we can help you reach your AI marketing goals, contact us today to learn more about our services and how we can help market your business using AI technology.

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