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Digital Branding Agency Tips: Protecting Your Brand in the Wild Web World (WWW)

Leave a Comment / Corporate Branding, SEM / By

Digital marketing offers new opportunities to expand your customer base and grow your sales in new markets. With Big Data, properly constructed digital marketing campaigns leverage interest and profile information to target a highly-specific group of customers. But that exposure requires diligence. If you (or your digital marketing agency partner) aren’t controlling where your ads are served and what is being said – your brand may be at risk. While some might argue that conversion and engagement performance is the most important aspect of digital marketing management, there is a strong case to be made that brand safety is equally important. Marketers spend years building a brand. Sweat equity goes into a company’s messaging, associations and positions – which can be erased in an instant. Where are the Risks in Digital Marketing? Just as digital marketing opportunities exist virtually everywhere there is a screen – so are risks. When your ad is served alongside, or within, controversial content, there is a distinct possibility that a negative perception of your brand can occur. From violent content to politics to opinion-based articles, marketers need to carefully vet their ad placement strategies and protect the brands in their care. In the past, you may have heard of this on YouTube®, where brand-related videos ran before/after controversial content. The brand association created significant negative reaction and commentary. While YouTube has made improvements, this platform is just the tip of the iceberg. CTV – connected television – for example, is often a low-cost way to serve video content (ie. commercial ads). But controls and settings on this platform present issues. Consider the amount of televised content that is truly PG-rated, and also focused on adults. Then strip out anything with controversial information, and your options become even more limited. CTV does offer opportunities, but in this visual platform, it is critical that your marketing partner is hands-on and focused on the details when planning any CTV campaign. When your ad is served with controversial content, a negative perception of your brand can occur. Similarly, with Native and Google Network ads, display advertising can run alongside controversial content without careful planning. From a brand-focused banner ad to positions that seem out-of-place within pop-culture news, a careful eye and a critical focus on the details is necessary. While many marketers are focused on social platforms – which create opportunities for almost limitless commentary, it also needs oversight – the digital strategy deployed on social media is a critical step in protecting your brand. Keep in mind, controversies aren’t simply related to content that isn’t PG-rated. Think about political topics, geo-political issues, and more. If you are working for a multinational company (or perhaps want to sell to one), you need to be careful your ads aren’t running in an article that might be pro-independence or anti-independence, as you run the risk that the reader may think your company is supporting – or even sponsoring – that article’s position. Digital Brand Management That Protects Your Brand Our digital branding agency team is highly involved in digital brand management and the monitoring of our clients’ digital campaigns. Every day we review where ads can be served, where impressions are coming from, and any potential negative associations. We have compiled some steps you can use to protect your brand on digital marketing platforms. Steps to Ensure Brand Safety in Your Digital Marketing Campaigns 1. Define Expectations & Brand Standards– As the very first step in any digital marketing campaign, clearly defined standards should be developed. Spell-out what is ok and what is not ok so the digital team has a reference to build from. This is part of the brand standard guides our digital branding agency creates for our clients. Defining the social aspects (like if it’s ok to show someone with a glass of wine on your Facebook feed) as well as the corporate requirements (you are not registered to perform a service in one state, so no ads should run in that state) should be clearly laid out. 2. Think About Ad Content- It sounds simple, but, being thoughtful of what your advertising is saying is a critical step. Today consumers are vocal and engaged, and brands are regularly called-out for statements and positions that some find offensive. In marketing, we are used to these concerns, but with the fast-paced nature and easy public dialogue that digital platforms support, it’s up to us marketers to be as vigilant as ever. Every aspect of work should be reviewed. Can it be read differently? Interpreted to mean something else? Can it even be read wrong in digital platforms where less than 20% of words are typically read, and therefore create a problem? 3. Select the Correct Marketing Partner- A skilled marketer should know what to look for and what to consider before deploying any ad content. Check and recheck, and then get another opinion. On social, don’t leave the post content up to someone who isn’t strategically savvy, and mindful of corporate concerns. Controlling your content is the easiest way to protect your brand. 4. Control the Settings- Digital marketing platforms offer a wide variety of targeting options. Carefully locking in where ads are served, and what content they could appear near, is critical. This is more complex than it sounds, and a good digital marketing team needs to be strategic here – and make connections. For example, if there is a geo-political concern as described above, the team should be reviewing all the ad options in that region and be careful of the platforms they are running ads in. 5. Think About Potential Problems- If there is a potential that your digital reach might put your ads in front of someone who, while their profiling is exactly aligned with your target, would react poorly to your ad content – then it’s time to readjust. As strange as that sounds (with our ability to specifically target groups) it can happen. For example, what if your company provides components for products that use an aerosol delivery system. We could target a specific B2B profile, who – outside of our defined profile – is also passionate about environmental

Does Google My Business Help SEO?

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Stifel Marcin’s search engine optimization (SEO) plans often include Google My Business, which can be helpful with site ranking and visibility among local customers.   What is Google My Business? This free tool helps businesses create and manage their online presence within Google – the largest search engine in the world – within their search engine and maps applications. For companies with one location, or many facilities, there are many benefits of utilizing Google My Business, including helping to elevate your visibility within the vicinity of your physical locations. Move Over Yellow Pages Besides indicating where your business is located, one of the benefits of Google My Business is it gives you the ability to select five categories to affiliate with your business listing. Similar to the old yellow page listings, these categorizations aid customers in finding your products and services. Pick five phrases that describe your industry and focus, and Google will list you in that category. At least one of the categories must be an established Google classification, but the other four can be customized. For example, if we searched for “Italian Restaurant” the first three listings are for national chains. But if we search for “Italian Restaurant Hartford CT” the first listing is a site that has been optimized for that phrase, and the rest are Google My Business listings. Google Knows Where You Are Here’s the catch – note on our general “Italian Restaurant” search example, we said only the top three hits were national. After that, six listings were nearby locations in Google My Business. Google is pretty smart. First, it knows where you are. If you are using Google on Desktop, it uses an IP address, but if you are searching on mobile, it knows your longitude and latitude and can pinpoint your exact location. It’s the same technology used in driving navigation apps including Google Maps and Waze. Second, its search engine optimization algorithms identify terms Google thinks you might want localized results for. This is weighted more with terms like “restaurant” or “hospital,” but Google has begun to list anything it can easily identify as a location or business with related Google My Business listings. So, if you type in “plastic manufacturer” your search results will include local Google My Business listings alongside websites that rank highly for those keywords. Impact on SEO The above example demonstrates why Google My Business is not a substitute for a search engine optimization strategy, but a compliment to it. A properly optimized website is extremely important to ensure your business is visible when and where customers search for your products and services. When they search in Google, results include both Google My Business listings and website pages. In fact, the better your search engine optimization, the more likely your business will show up within Google My Business results because Google favors relevant, helpful and valuable search results and weighs sites with good SEO more heavily than others. Google may also rank you for phrases you don’t necessarily want. For example, we set-up an SEO package with Google My Business profiles for a large practice of eye physicians. All of the doctors were ophthalmologists. After a few weeks, the client called and asked why their doctors were also getting listed as “optometrists” – a less specialized type of eye doctor. Google had extracted a few words out of their practice’s website that referenced optometry. Then Google applied its own “understanding” of the word “optometry” and decided that those two factors made it a relevant search term. Search Engine Optimization Maintenance Search engine optimization is not an exact science. It takes ongoing maintenance and monitoring to be sure you are listing where you want, and don’t fall in the rankings. One of the benefits of Google My Business is that it’s a great tool to add to your SEO arsenal, but make sure it’s just a component of this essential marketing strategy. Looking to Optimize Your Google My Business Listing? Let our SEO experts set up or review your listing to ensure it compliments your larger search engine optimization strategy. Contact us and someone from our team will be in touch! Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If your interested in learning more about our Google My Business optimization services, let’s talk.

Benefits of a Certified Google Ads Agency

Lead Gen Tactics, SEM / By

Having a certified Google Ads agency working on your PPC advertising ensures you are maximizing budget, generating quality leads, and using your advertising dollars effectively. A Google Ads Agency Partner You Can Trust Simply running your ad via Google Ads is seemingly very simple. However – and we can’t stress this enough – knowing you are effectively advertising and monitoring the return on your spend is substantially more complex. A well-run Google Ads campaign can generate thousands of dollars in new sales and pays for itself. A campaign that is set up and forgotten about, lacking the strategic expertise of a Google Ads agency can be a huge waste of those funds. To help you evaluate your use of Google Ads and help set up your campaigns for success, we have compiled a list of basics our certified Google Ads agency addresses when helping clients with their PPC advertising: Google Ads Certified Advertising for B2B Clients As a certified Google Ads agency focused on clients in business-to-business fields, our team works every day with companies in manufacturing, medical industry, and technology. Our team has a special focus on Google Ads advertising for the B2B market, and we work to ensure marketing goals, technical benefits and an understanding of your unique target audience is included in all Google advertising. Thinking about trying Google Ads advertising as part of your marketing mix? Contact us and someone from our team will be in touch. We’re happy to discuss your needs and the ways Stifel Marcin’s Google Certified experts can help. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about digital advertising, we’re ready to help. Let’s talk.

Keyword Research Tips for Your B2B Organization

Leave a Comment / SEM, SEO / By

Effective B2B keyword research helps marketers determine which “key words”, or best phrases, can be used to help you meet your marketing goals. Careful research, strategic thinking and data-driven analysis can help hone your PPC placements – and therefore your spend – to be sure your ads are in the right place with the right presentation. While keywords might seem obvious, our clients are often surprised by the results. What many companies use internally as standard terminology are often unknown to customers. From descriptive statements, to application-specific “long-tail keywords” (see terms below) to generic terms related to a product category, knowing where to place and how to bid effectively, are critical for success. Some media will present PPC advertising like a quick and easy way to increase your leads. Google even offers recommendations and tips on how to run your campaigns. But remember, Google is a for-profit company driven by revenue… their tips are not necessarily designed to maximize your ROI (return on investment). And more importantly, they are not offered with a detailed understanding of your products and services – which is vitally important when working in a B2B space. Here are a few keyword research tips so you can maximize your targeting to improve click-throughs and ROI. Of course, the best approach is an expert approach, and our Google Certified team is always ready to help your company in its digital and PPC marketing, with our expertise in manufacturing, industry, medical and technology verticals. Data-Driven. Human-Focused A plan for B2B keyword research involves analysis and interpretation – combing data with input from your sales team to identify the words and phrases that will lead customers to your site and your products/services. We want to build a bridge between your keywords – a search query typed into a search engine – and the content you have on your website. Effective B2B keyword research is not just about getting visitors to your site. It’s about getting the right visitors to your site, those who match your target customer, meet your marketing goals, and are the most likely to make a purchase. Let’s assume your marketing team already has the right input from sales and leadership and is clear on your company’s target audience and business goals. The first step is to brainstorm an extensive list of potential terms to target. Next, we use that list to determine important data points that can help us identify which B2B keyword targets will work best. We look at information like: Keyword Expansion and Refinement Now that you have key data points, we want to expand and evaluate. If some terms are too broad (or too expensive), look deeper at the opportunities. Are more specific phrases available with good search traffic volumes? Are some keywords showing lots of search traffic and relevancy, and we should explore similar phases, synonyms, etc.? One effective strategy to help determine keyword viability is to simply conduct a Google search – see the results that appear and be sure what you expected to appear is what is displayed – and appropriate for your marketing goals. If more than 50 percent of search results are not relevant – especially when using a long-tail B2B keyword phrase – this should be a signal. Either you have identified a great opportunity, or you are not using the right phrase. The more irrelevant the expected search results are, the more likely the target that you want is going to change their search query and re-check a new phrase. Getting a final keyword target list is time-consuming. It takes evaluation, review, additional research and discussion. Balancing the Right Types of B2B Keywords When evaluating your B2B keyword list, you want to be sure you have included a variety of terms. While highly-focused, long-tail keyword phrases probably are very specific, very relevant and will use your budget effectively (due to low bid estimates), you may have an extensive campaign with very little traffic. Balancing short, medium and long-tail B2B keywords can help you get good quality clicks, but also increase your website traffic. If you maintain positions in the preferred top-three search results, sometimes a simpler phrase will serve your ad to a customer who is just starting on their buying journey – you will be first to capture their click, and then can drive them into your sales funnel. When evaluating your B2B keyword mix, one should consider these keyword types: Short-Tail Phrases: Usually consisting of one or two words, and are the broadest keywords, typically with the highest search volumes. These terms can be useful for brand recognition or to increase clicks to your site, but it is sometimes difficult to discern these users’ intentions. These short terms typically have a higher bounce rate (people who only view one page of a website) or may be people who are early in their purchase journey and not ready to convert to a lead. A small selection of these terms can be useful when building out a new campaign, or when your marketing goal is to increase the number of clicks. Actively reviewing these terms is very important and can also provide other relevant data. Medium-Tail Phrases: These are keywords that typically utilize three or four words. While more specific than short-tail phrases, they will also have lower search volumes. Often these users have a clearer sense of what they’re seeking. This makes it easier to optimize your ad content, connect with the consumer, and direct them to the right content on your website. Additionally, if one manually reviews the full scope of search queries, marketers can often find new keyword opportunities. Long-Tail Phrases: Usually a long-tail phrase consists of four or more words and are highly-specific, tend to have the lowest search volume and low competition levels. Statistically, these keywords usually result in higher-quality leads because they capture people later in the sales process and/or are highly-qualified, and potentially ready to convert. Balancing your business goals – brand visibility, increasing site visitors, promoting specific products/services and increasing qualified leads – are all important

How to Target Prospects Strategically with “Big Data Marketing”

Leave a Comment / Lead Gen Tactics, SEM / By

Digital marketing is complex and leading with a “big data marketing” mindset can seem daunting. Big data, AI and user tracking are top of mind for many marketers – but when it gets into the details of how, what and who – there can be confusion. As we add in multiple layers of interest targeting, geotargeting and the capabilities of different platforms, the intricacies expand. To help, we’ve compiled an overview of how our team uses big data marketing strategies to target new customers and expand touchpoints. What is Big Data and Who is Collecting It? Simply, “Big Data” is all the information digitally tracked about a person. The website pages you read, the words you use to search, the type of content you engage with – all this data is collected. That information is combined into a data set, which then combines with other people’s data sets, and is analyzed. Computer algorithms then create profiles about you – predictive patterns, interests and associations – that we marketers can leverage. Data is collected as you go through your day, so your profile is a full representation of you – what you do at work, what you do at home, what you like, etc. Keep in mind, data collected is not just from what you type and read after a Google® search, but also what you say and do. The Facebook App, Google Home Smart Speaker, Amazon Alexa, iBeacon tracking, etc. automatically collect data, image content, position tracking and more. This monitors what you do, where you go, what you say, and what you type. Advanced Big Data knows more about you than you probably care to imagine. How Do We Use Big Data Marketing in Digital Campaigns? The data available for B2B marketers has become more robust and refined. More than just a job type or industry, we can identify specific B2B interests – such as involvement in operations, supply chain, metals and more. Different platforms allow these data collections to be leveraged by marketers. While each platform offers different data options, similarities exist. Sites like Facebook, Google and Native platforms include a variety of interest settings, job information, demographic data as well as geographic statistics (including if you are home, at work, traveling, etc.). Sites like LinkedIn also provide job titles and past/current employers. These platforms have different dashboards, which require the understanding of interface settings and the nuances of each of them. By carefully targeting segments, overlaying settings and aligning our B2B digital marketing campaigns with client goals, we can serve ads to your potential customers. We can even tailor ad content, timing and messaging to the individual – serving them ads they are most likely to engage with – which we also know from Big Data tracking. Our digital marketing team is available to leverage a wide variety of Big Data – so that two people sitting right next to each other, both looking at the same website will see different ads. Accessing Information for Big Data Marketing  While the novice marketer can likely gain access to some of the profiling tools and platforms that leverage Big Data, an expert hand is needed to truly be effective. Understanding the complexities of these advanced tools allows marketers to correctly leverage all the capabilities. It takes time. It takes thought. And it takes skill. Don’t be lured by automated platforms and auto-generated targeting and ad content. B2B marketing is complex and must be carefully implemented. Remember that a smart marketer will not only maximize your visibility and return, but also protect your brand as part of a well-crafted digital strategy. Placements, pacing, spend, conversions and more should be regularly monitored data points. Big Data Marketing That Drives Results At Stifel Marcin, we have more than two decades of B2B digital marketing expertise. We’ve watched the growth of platforms, digital opportunities and data tracking, and know how to maximize its value. Let’s talk about your marketing goals, and how we can bring data-driven digital marketing into your mix to increase your visibility, brand positioning and sales. Contact us today to learn more. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you want to learn more about Big Data affects your company, we can help. Reach out today.

How to Reach New Customers with Innovative Digital Marketing Campaigns

Leave a Comment / ABM, Lead Gen Tactics, Marketing Campaigns, SEM / By

With the variety of Big Data, profiling and targeting available, the ways in which digital marketers are able to expand a brand’s reach via innovative digital marketing campaigns has grown. Beyond simple demographics, campaigns can be deployed to reach people based on interests, topics they engage with, their job title, the industry they work in and more. Using data we are able to predict what content people are likely to engage with, what we should serve, and when. We then overlay targeting options and can be highly-specific about how digital campaigns are deployed, and to whom. Advanced B2B Digital Media Tactics & Campaign Building The range of data available to B2B marketers has become more robust (you can read more in our article on How to Target Prospects with “Big Data” & Strategic Digital Marketing). Interest categories related to manufacturing, operations, management and corporate structures have become more granular, and our expert B2B marketing team is leveraging this data to improve return and performance. Types of Common Digital Advertising Platforms The variety of digital platforms we have available is extensive, all designed to capture the attention of customers during that 10+ hours a day the average person in the US is in front of a screen. Instead of relying on trade magazines and purchased lists – which have their place in a full marketing strategy – our digital marketing platforms allow us to access up-to-date data and go directly to the consumer’s screen. While different platforms have different targeting capabilities and restrictions, all utilize predictive algorithms, 3D data and AI to help serve ads to only customers deemed most relevant to a campaign goal. Successful innovative digital marketing campaigns combine strategies for apps, social media, online properties and search engines to achieve results. Some of the common B2B paid digital marketing platforms we utilize are: Graphically-based ads, including animated ads, that serve on the Google Partner network. While we control the deployment locations, this can include news sites, travel sites, weather and more. Display and news-style ads that appear on 3rd party sites. Often this looks like actual content from that platform. Similar to Google Display with similar deployment controls, these ads also appear on news sites, interest sites, etc. Both display ads and newsfeed posts placed on sites like Facebook®, Twitter®, Instagram® and LinkedIn®. From magazine websites to e-newsletters, trade publications offer various digital opportunities to target customers. Cost is always a consideration with trades and should be evaluated as part of a full B2B digital marketing plan. Combining both content marketing and direct marketing strategies, eNewsletters work to reach customers in their inbox. This can be achieved by utilizing a purchased list (which should be well-vetted to ensure quality), or even better, by using a customer contact list. Integrated Marketing Solutions for Maximum Impact As a full service B2B marketing agency with integrated services, we build complete strategies for our clients. All our work is tailored to meet client goals, needs and resources, and we partner with clients and act like an extension of their company to maximize results. Additionally, as part of our integrated capabilities, we also help clients define campaign positions as well as ensure their brand is protected in digital marketing. Contact us today, and let’s discuss how together we can create innovative digital marketing campaigns to grow your brand and increase your sales. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about our marketing solutions, reach out today.

B2B Digital Advertising – What Format is Best?

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A savvy B2B marketer’s media mix includes strategic B2B digital advertising. Simply put, digital advertising is anything a potential customer sees on a screen, whether you have a presence on Google Ads, trade website banner ads, page takeovers, social media or email marketing. On average, people in the United States spend at least seven hours a day in front of a screen. As online content continues to proliferate, along with visuals that seek to grab and hold your attention, it can be more and more difficult to have your creative stand out. Marketers must consider how to capture attention and increase click-throughs in an increasingly crowded and competitive field. Unfortunately, there is no “one rule” for B2B digital advertising performance – ad engagement is highly-specific to the media on which it appears. On social media, animated content outperforms static content almost 2-to-1. Conversely, in some very recent studies, static ads actually outperform animated ads in website layouts (like trade publications), likely due to users gravitating to clean and simple content in a busy and cluttered layout. This can be an especially difficult challenge in B2B digital advertising, where often there are complex differentiators in products/service (ie. a lot to say). While video is often a go-to option for engagement and visibility, allowing marketers to deliver a lot of information in B2B digital advertising material, recent trends also show increased engagement in interactive content – such as HTML 5. This format allows marketers to create digital ad materials that actually let a user interact with the media – affecting the content that is displayed. One key consideration before you set out to develop new creative B2B digital advertising campaigns, is knowing exactly what formats your media placements support. For example, many industrial companies and manufacturers place ads in digital trade publications – such as eNewsletters and websites. Often these media only support specific file formats and have size limitations – many of which prevent video or interactive content from being an option. When preparing your next B2B digital advertising campaign, and planning for cost-effective ad material development, consider these common ad types: HTML 5 Banner Ads: Several years ago Apple made the decision to not support .swf files on all iOS browsers and, initially, this seemed to have killed the animated banner ad. Now, the HTML 5 format has taken root. An HTML 5 package allows advertisers to make ad units that operate as mini, fully-coded websites, including HTML, CSS and JavaScript, that will create your layout and motion graphics. While this takes advanced knowledge to properly code and create the digital materials, as well as to ensure the ad content will comply with media requirements – so it will work when supplied to the third-party media – the increase in ad engagement and CTR, in many instances, is notable. This ad content is often highly brand-relevant for B2B companies, looking to display their technology-forward company image in a visual way. HTML 5 also supports a wide array of customizations, interactive functions, video, and more. The production costs – and planning costs – are higher for these ad types. But, given the high cost of media buys, and the fact that increasing customer touchpoints is key in modern B2B digital advertising initiatives, the value of these ad formats goes well beyond a simple CTR metric. Social Media Templates: Social media sites have improved their support of interactive graphics formats – take Facebook’s extensive variety of templates, as well as LinkedIn’s expanded support of video content. In a platform where you need to capture users attention quickly, and where large areas of the viewable layout remain as static/flat text, interactive graphics can help improve B2B digital advertising results. As part of its robust marketing platform, Facebook has developed a number of tools for advertisers to enable. These not only support the upload of a variety of finished creative types, but also allow digital advertising to be developed right within the Facebook system. One can upload a company logo, a series of still photos and write custom text, and the Facebook Ad platform will create an animated slideshow ad unit for Facebook and Instagram. And with a number of different, pre-made templates available, B2B digital advertisers can develop interactive content using static sources, which can be very effective, especially if your budget can’t support a costly custom video or an elaborate B2B digital advertising development effort. Video in B2B Digital Advertising: Video has long been a go-to source for highly-engaging, highly-informative visual content. While some statistics recently released over-hyped the value of video in B2B digital advertising content, video still can definitely be an effective tool to increase engagement. There are a wide variety of production considerations to evaluate when creating video – for example, how many applications it will have – as well as the lower resolution requirements of many digital advertising platforms that can allow for less costly video shooting. As opposed to a high-end company overview video, a 15-second Facebook spot can often be filmed inexpensively, with in-house editing, suitable for use across desktop and mobile platforms. Obviously, a good strategy should be in place to effectively and strategically create video marketing content (Stifel Marcin can help there too). New technologies and software have made creating and embedding video easier as well. With Premier and After Effects included in the Adobe Creative Cloud, anyone with an Adobe subscription has access to the same software used by video professionals. Google Web Designer can embed a video hosted on YouTube. You can also upload video directly to Facebook to use as your creative. Video has seen an increased presence, not only in traditional banner ads of all sizes, but in large screen takeovers, environments where you have a user’s undivided attention. It’s important to consider size limitations of video. Even a small video ad will likely be more than 15mgs, which is well-beyond the limitation of most B2B digital advertising trade media placements. A complete review of the placement options can help determine the

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