Online advertising is fast paced and constantly changing. It feels like every day there are new digital environments. As a result, smart marketers are always looking for new ways to leverage the right tools, technologies, and methodologies to connect and engage with those audiences.
But one thing remains the same – regardless of all this change, you still want your ads to be seen by your patrons, at the right place, and at the right time.
There are a few key factors to consider when it comes to this:
There are literally billions of impressions available for purchase. Which of these will help you and your organization reach more patrons? A key to online advertising success is finding the right combination of websites and apps across channels like display, video, mobile, social and search.
The adage “you can’t manage what you can’t measure” is very true.
Defining an effective measurement strategy is critical to understanding your patrons behavior and the success of your online advertising efforts. By measuring sequence and frequency of marketing message for each individual patron purchase, you can ultimately make better investment decisions. Additionally, you can measure things like each patron’s purchase amount, number of tickets, and order ID and account. Take into account whether you are able to account for duplication of metrics across channels.
So Where Do I Start?
A good place to start is to understand the different technologies and vehicles you can use to achieve these goals. One of the available technologies, DoubleClick by Google, is already being used by over 150 arts organizations.
To learn more about these and Google DoubleClick, download this article, 5 Things to Know about DoubleClick by Google and Why Arts Marketers Should Care.