Most of the online retargeting we see from exhibitions and events is general in nature i.e. whatever page of the web site we visit, we are retargeted with the same ad or set of ads. While general retargeting like this can be very effective, segmentation may enable you to drive more ROI from your retargeting ad spend. Encore is advising the giant pet search portal, … Read the...

One of the key topics at the OMMA Display Conference that we attended in July was “viewability“, the term that refers to whether online ads are seen or at least have the opportunity to be seen by a person. Perhaps you are wondering why this is even an issue and assumed the ads you are buying for your exhibitions and events are being … Read the...

In July 2013, LinkedIn formally rolled out Sponsored Updates (SU), an ad product which runs in the News Feed on users’ home pages. We have been using this product since shortly after it was launched so as SU celebrates its first birthday this month, we thought we would use this milestone to share why we think trade show organizers should be saying Happy Birthday!… Read the...

1st party data, such as site visitor data which you collect by “cookie-ing” people that visit your web site, can be very beneficial in attendee marketing by enabling you to retarget people interested in your show. However, 1st party data is only part of the equation i.e. it enables you to talk to people you already know.  What about the others… people that don’t know … Read the...

If you don’t keep up with Real-Time Bidding (RTB), it sure may seem like that!  RTB, the process of evaluating, bidding on and buying ad inventory on an impression level basis in real-time through online ad exchanges is exploding, and projected to grow 38% year over year, and represent 22% of all digital display ad spending this year, according to eMarketer’s latest forecast. A … Read the...

Real-time bidding (RTB) is ramping fast.  According to eMarketer’s latest forecast of the US online ad market, advertisers will spend $3.34 billion this year for display ads through RTB, amounting to 73.9% year over year growth.  By 2017, RTB is expected to account for 29% of all digital display spending! RTB refers to the process of evaluating, bidding on and buying ad inventory on an … Read the...