Buying impressions and buying attention are not the same thing.
As we near the holiday retail season, many marketing teams around the world are knee-deep in spreadsheets looking for answers to these burning questions. What did we spend this on year? Where did we spend digital promotion this year? Is it working? If not, why isn’t it working?
In many cases, the key questions revolve around marketers’ reliance on programmatic advertising – their primary mode for digital marketing.
What is Programmatic Advertising?
Since the early part of this decade, programmatic banner advertising has taken the marketing world by storm. If you aren’t aware of what marketers are spending 75-85% of the their digital display advertising on, programmatic advertising can be defined pretty simply: advertising bought, placed, and paid for by computers. I mean, it makes sense, right? From our offices to our cars, and even our kitchens, computers dominate our lives. Why wouldn’t they be the best at buying and targeting online advertising?
For the last 10 years or so, a growing number of marketers became convinced that their best value in digital advertising would be to place ads through 3rd-party, programmatic marketplaces. It seemed like an easy, efficient course-of-action. You set a budget and buy into a marketplace of publishers offering their website real estate to target the audiences of your choice - allowing a marketer a hands-off approach from the leg-work required to grow brands.
Does it work?
As usual, with a little experience, most things that sound too good to be true are just that. As noted in this fantastic piece from marketing expert David Kohl, marketers are quickly discovering that programmatic advertising isn’t the end-all-be-all solution to attracting customers online. Marketwide, the results have been declining year after year. But, why? The social media age has taught us all firsthand about audience targeting. You search for a pair of scissors on Amazon. You decide not to buy them and move on to checking Weather.com. You scroll to the middle of the page and there it is -- an ad for scissors. Despite the dystopian, 1984-esque, concerns, there is another clear point here: You’re looking at the weather, is now a great time to offer you that can’t-miss deal on scissors?
Consider the Context and Environment
And, so, we’ve reached the meat of it: Context matters. Here it is directly from Mr. Kohl on the reasons behind the ineffectiveness of programmatic advertising:
“I’d argue we’re witnessing the perfect storm of three interwoven factors that make it nearly impossible to close the gap between programmatic advertising investment and returns: namely the dismal ratio between digital media budgets and their actual media buying power, an over-reliance on audience targeting, and the near complete disregard for the content environment perpetuated by marketer’s love affair with too-cheap-to-be-true programmatic advertising CPMs.”
The environment in which consumers view advertising is perhaps the most essential factor in driving engagement and, eventually, conversions. A 2016 comScore study examined “the effectiveness of advertising appearing adjacent to content generally considered to be premium”. Its research demonstrated a 67% higher brand lift attribute to the contextual environment in which ads are seen. If given the choice between extremely low-cost advertising on a thousand different sites unrelated to my brand, or a more expensive, but high-quality and premium content campaign in my industry, I’m taking the latter every time.
The Takeaway
Buying impressions and buying attention are not the same thing. As Kohl says, “Attention is built on a viewer’s trust of the environments in which ads are seen. Premium, professional content is an environment where attention is greater, dwell times are longer and trust in ad messages is highest.”
Audience targeting can still be a quality choice in reaching consumers. I would argue that the best strategy is to do both audience targeting AND content targeting. Find the content where users are highly engaged and are paying attention and buy your digital ads there.
After all, computers aren’t better at everything.
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These are just a few, simple ideas to get the most out of your ad buys. If you need a more personal touch, PG’s Marketing Lab is here to help with any and all of your marketing questions. We’d love to help you develop a strategy specific to your brand, including how PG can help you spread the word via our social media channels. You can sign up for a free, no-pressure consultation with me using the calendar below.
The 58 Thinline combines the warm, vintage sound of a semi-hollowbody with the fat tone of two Rockfield SWC humbucker pickups. Its carved top and chambered mahogany body are both balanced and lightweight. The model boasts a rock maple neck with a modern “C” profile and a roasted jatoba fretboard with a 10” radius, and is comfortable for playing chords and blistering leads.
Michael Kelly Thinline 58
The 58 Thinline offers quick-and-easy access to an assortment of lush, versatile tones. The Great 8 electronics let you switch from thick humbucker sounds to twangy single-coil tones and everything in between, thanks to two push-pull switches added to the volume and tone knobs, so that when pulled up, one coil of the humbucker is disengaged, giving you a cleaner single-coil tone. You can control each pickup separately, maximizing your options.
The 58 Thinline looks great and offers players a wide range of classic and modern sounds, at a street price of just $379.
Previously available as a limited-edition guitar, this model was developed from original 1957 drawings discovered in the Gibson archives.
The original Gibson Theodore sketch from March 18, 1957.
Photo credit: Gibson
Inspired by original drawings from 1957-during the same era when the legendary ES-335, Flying V, and Explorer models were designed to modernize the Gibson product lineup-the Gibson Theodore Standard features a mahogany body, scimitar headstock with Grover Mini Rotomatic tuners, and striking double Florentine cutaways that provide unimpeded access to all 22 frets on the rosewood-capped, SlimTaper mahogany neck. The balanced construction is exceptionally comfortable, and the powerful ‘57 Classic and ‘57 Classic Plus humbucker pickups produce effortless sustain and a rich diversity of tones. While it was sketched in the 1950s, the Gibson Theodore Standard is fresh and modern today, and the instrument’s light weight, balance, and comfort make it a joy to play. The Gibson Theodore Standard is available worldwide in Antique Natural, Vintage Cherry, and Ebony. A hardshell case is also included.
Gibson Theodore Standard in Antique Natural.
Photo credit: Gibson
Founded in 1894 and headquartered in Nashville, Gibson has a legacy of world-class craftsmanship, legendary music partnerships, and progressive product evolution that is unrivaled among musical instrument companies. The Gibson portfolio includes Gibson, the leading guitar brand, as well as many of the most beloved and recognizable music brands, including Epiphone, which has been on every stage since 1873, Kramer, the original MADE TO ROCK HARD guitar brand, MESA/Boogie, the home of tone, KRK, behind great music for over 30 years, and Maestro, the founder of effect pedals. More info at gibson.com.
Managing your instrument’s humidity and temperature are important pieces of a year-round maintenance regimen.
Here in Nazareth, Pennsylvania, we’re going from the dry, cold conditions of winter to the warmer, humid conditions of spring. As you probably know, these fluctuations can impact the well-being of your beloved instruments. So, here are some tips from our team on how to effectively care for your acoustic guitars during these seasonal shifts.
Before delving into specific tips, it's crucial to understand how seasonal changes affect acoustic guitars. Wood, the primary material in our guitars, is highly responsive to variations in temperature and humidity. When exposed to dry and cold conditions, wood tends to contract, leading to potential issues like cracking and changes in playability. Warm and humid conditions can cause the wood to expand, resulting in swelling, warping, or changes in tone.
Combating Dryness
As winter transitions to spring, the first challenge guitar owners face is the lingering dryness from the colder months. Low humidity levels can pose a threat to your acoustic's health, making it crucial to take preventive measures. One option is using a room humidifier to maintain an optimal humidity level for your instrument. Aim for a relative humidity of around 45 to 55 percent, as this range is ideal for preserving the integrity of the wood.
Regularly monitoring the humidity in the guitar’s environment is essential. Hygrometers, inexpensive devices that measure humidity levels, can also be placed in the guitar case or the room where it's stored. This allows you to make necessary adjustments promptly. In extremely dry conditions, consider using a guitar humidifier inside the case to provide localized moisture, preventing the wood from drying out.
Guitars that use alternative materials like high-pressure laminate (HPL) are better equipped to handle many of the issues that arise with seasonal changes. Our recently reconfigured X Series includes different models with HPL backs, sides, and tops in various wood grain patterns. They’re durable, reliable, affordable, and still maintain that classic Martin tone, while not being affected by changes in temperature and humidity.
Gradual Acclimation
And as the temperatures rise during the transition to spring, it’s important to acclimate your guitar gradually. Sudden changes in temperature can lead to stress on the instrument. When out playing live, give your guitar time to adjust to the changing environment by keeping it in its case as long as possible. This gradual acclimation helps prevent the wood from expanding too rapidly, reducing the risk of structural issues.
Humidity Control
While spring brings warmer temperatures, it also introduces higher humidity levels. We suggest using dehumidifiers or air conditioning to maintain a balanced humidity level. In addition to controlling the overall humidity in your home, storing your guitar in a hardshell case with moisture-absorbing packets can provide an extra layer of protection against excessive moisture.
Regularly inspecting your guitar for any signs of damage, like cracks or loose braces from swelling wood, and changes in playability, like unusually high or low action, is crucial during the warmer seasons. Addressing issues promptly, by taking the steps mentioned above, can prevent long-term damage and ensure the longevity of your instrument.
Year-Round Maintenance
Regardless of the season, regular maintenance is key to preserving your acoustic guitar’s health. Keeping your instrument clean and well-hydrated is important. Using high-quality guitar polishes, cleaners, protectants, and detailers can help maintain the wood's moisture and protect it from environmental factors. It’s crucial to choose products specifically designed for acoustic guitars to avoid any adverse effects. By following this advice, you can ensure that your instrument remains in optimal condition despite the changing seasons. If you’re a Martin owner, you can also visit our website to find an authorized Martin service center near you to help you with routine maintenance and repairs for your guitars.
Whether it’s combating dryness with humidifiers, gradually acclimating to warmer temperatures, or controlling humidity during the spring, these tips will help you safeguard your acoustic guitar and enjoy its beautiful tones for years to come.