Online Advertising

Successful online advertising

The potential of online advertising is nearly limitless, and it has a central role in modern marketing communications at various stages of a customer’s purchasing path. Modern online advertising enables creative storytelling and communicating an attractive advantage to large masses or precise target groups in a timely manner.

Redland’s online advertising will help identify new target groups, but also to better understand the needs, motives, and behavior of the current customers. Technology and data can be utilized to improve customer understanding and customer experience – as well as the precise targeting of digital and online marketing and enhancing results. It all begins with goals.

Media planning

Media planning allows for the precise targeting of important messages about the product or service to the relevant target groups and audiences. The aim of media planning is to find the kinds of channels and medias where the defined target group can be reached most efficiently, per the marketing objectives.

The effectiveness of campaigns begins with the objective. Our experienced media planners are familiar with the possibilities and special features of different channels and internet media, whether the matter is a tactical campaign, a product launch, an initial public offering, event, or a more extensive branding campaign.

In addition to paid online advertising, it is also possible to utilize influencer marketing, affiliate marketing, social media channels and social media advertising, but also one’s own channels, like a website and email marketing.

Display, or banner advertising is doing well

Banner, or display advertising, often splits opinions. However, we believe that it still has an undeniable role and offers key benefits, for example, extensive reach, and on the other hand, excellent possibilities for precise targeting and versatile visual storytelling.

Display marketing can be conducted, for example, through direct media buying from internet media publishers. Alternatively, display marketing can be conducted, for example, on Google’s advertising network or programmatically. At the heart of everything is precise targeting and timing.

In addition to improving brand awareness, we can implement effective new customer acquisition and remarketing, or retargeting of website visitors or, for example, consumers who made a purchase from an online store. As with all online advertising, the best results are achieved with good planning, testing, measuring, and optimizing display advertising.

Video advertising affects and grows

The statistics speak for themselves: video marketing has been on a constant rise for the 2010s and there is no end in sight for its popularity. Social media and smartphones create a breeding ground for content marketing, but also for tactical marketing, as long as it is done on the terms and conditions of the brand, target group, and channel.

Advertising on social media, advertising networks, and unlimited targeting potential enable compelling storytelling at just the right moment. Video is used to build phenomena, as well, which spread quickly among consumers. In corporate marketing, video content is still an untapped opportunity for many businesses.

Programmatic buying (RTB, AdForm)

Programmatic buying and real-time bidding mean the automation of digital media buys and campaigns through one tool and user interface. Programmatic buying enables the routine automation of online advertising, utilization of precise targeting, as well as the control of advertising with information in real time – in addition to providing precise measurements and effectiveness.

Naturally, the greatest benefit for media investment is obtained when the advertising is targeted precisely to the desired target groups and correspondingly, when the groups that it is not worthwhile to advertise to, or are not in need of the product, are excluded. At best, a consumer or decision-maker experiences the advertising as customer service, timely and tailored just for that individual.

The availability of precise data and auction-based pricing enables continuous tactical advertising. At your disposal there are, for example, your own audience data (remarketing), third party data, and the information from the terminal equipment of the consumer, or for example, the location.

Programmatic buying ties all the networked media and the advertiser’s own customer path. The advertising can be directed at consumers at different phases of the purchasing path with different contents, and nothing about the first point of contact remains unknown. This way, interesting chains and continuities can also be built toward your objectives.

Native advertising is purchased content marketing

Native advertising means content that is produced for the advertiser by commercial sources and fits naturally into the media environment. A native advertisement can be useful or entertaining content, for example, an article, video, podcast, research, guide, interview, test, or competition as a part of media content. Native advertising can be bought as a programmatic in-feed advertisement, or a click-based one with tools, where the customer is guided away from the original site to the content of the advertiser.