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Advertising

The Atrium at Piarco International Airport.

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The Atrium

The Airports Authority of Trinidad & Tobago has partnered with Trend Media Group to transform the islands’ airport network to attract a higher number of international passengers and achieve the dream of becoming a logistical hub at the Piarco International Airport, The Atrium.

Client Challenges:

  • AATT needed an innovative solution to engage an under-served audience at airport terminal in Trinidad

Amplify Solution:

  • We built a multimedia lounge outfitted with comfortable seating, charging areas, and WIFI media displays
  • We produced local stories and documentaries to promote the island
  • Created revenue opportunity for client with new and bespoke ad formats featured at the lounge

Next Phase:

  • Maintain monthly content cycles with more local video stories
  • Develop games and interactive digital tools to be used exclusively in the lounge

Read more about this partnership here.

 

5 reasons you should use Programmatic Advertising

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programmaticIn our last blog post we looked at what programmatic advertising entails and how it works. With all the information given, you may now be wondering about the benefits of using this method of advertising. Here are five advantages of using programmatic advertising to reach your target audience:

  1. Shows a specific ad to one single consumer in a single context- Programmatic advertising has extensive targeting which allows advertisers to eliminate waste. Through this targeting process, brands are able to precisely determine who gets to see which ad and when they see it. By programmatically picking the audience the ads are shown to, advertisers have a better chance of engaging prospects, thus increasing their return on investment.
  1. Only pay for the consumers you want and find them wherever they are- As advertisers/marketers you want to promote your brand while spending as efficiently as possible. With programmatic, advertisers you spend only when your ad is shown, and ads are only shown to the consumers that your brand wants, i.e. those whose online behavior suggests they are most likely to make a purchase. Additionally, the ability of programmatic to target consumers on an individual basis, allows the right ads to be shown to consumers wherever they are on the web.
  1. Utilizes powerful data to reach prospects- Programmatic advertising uses many data points and algorithms to find the right audience and show them the specific, highly targeted digital ad or content. Programmatic systems evaluate millions of real time data features, including demographic, and behavioural data, and then decide if a given consumer is likely to purchase the product/service.
  1. Reach lots of digital properties across screens- Through programmatic advertising, ads are placed on a variety of digital platforms, including websites, and in gaming apps, thus enabling ads to target a wider audience pool. Additionally, with programmatic, a brand’s ad can reach their target audience across multiple digital devices, so the ad can be shown to the consumer both while using their laptop and when they switch to their mobile device.
  1. Real time measurement and optimization- With programmatic ads, the performance of each ad is measured in real time, which allows advertisers to quickly adapt and optimize their ads based on their consumers’ online behaviours. Advertisers can easily assess which ads are performing well and allocate more budget to them, and reduce their spend on, or tweak, ads that are not performing well.

BONUS: Watch- Programmatic advertising by Trend Media 

To get started on your programmatic advertising campaign, or to learn more, contact us!

Programmatic Advertising: What it is and How it works

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Watch: Programmatic Advertising from Trend Media

The methods of digital advertising are constantly evolving. With the increase in penetration of mobile usage, consumer behavior along the purchasing journey has changed drastically. Your potential customers are no longer seeing an ad on the TV or in a magazine and making a purchase; instead they are seeing your product, doing research, consulting with friends, reading reviews, and then making a purchasing decision. Additionally, the length of time between the decision making process and making a purchase now differs significantly from say 5 years ago, this process can take days, even months. With these changes in consumer behavior, marketers have to find a way to break through the noise, and drive brand recollection, thereby increasing the chance of purchase. With this need, programmatic advertising is one of the digital solutions.

What is Programmatic Advertising?

Programmatic advertising refers to an automated digital ad buying platform that allows advertisers to connect directly with customers that are looking for that product or service.  Programmatic advertising relies on artificial intelligence to target ads to the right customers. This artificial intelligence uses algorithms to analyze a customer’s online/ digital behavior (such as Google searches, apps downloaded, etc.) to find out what their interests are, so that ads can be shown to the customers whose online behavior suggests they are most likely to act on them.

How it works

An ad is developed by an advertiser and sent to a programmatic ad agency for placement. The ad formats include display (statics, HTML 5 and rich media), video and native formats. Programmatic ad agencies then utilize Demand Side Platforms (DSP) to buy ad spaces through the allocation of bids for the ads to be shown. A bid is the amount of money an advertiser is willing to pay for persons to see their ad. These DSPs also include Data Management Platforms that collect and analyze data from customers’ devices cookie to provide information that informs what ads is shown to each customer. After the customer is identified to be served a type of ad, for example a car ad, a decision needs to be made about which advertiser’s car ad should be shown.

To make this publishing decision, ad spaces on each web page or within an app, are allocated through a Supply Side Platform (SSP). This SSP selects the ad that is shown to the customer by using data collected, such as how long the customer has been on the site, or the number of pages visited on the site. Using this information, an auction is done, based on the bids set by each advertiser, and the advertiser with the winning bid gets their ad shown to the customer. This process of collecting the customer’s data, completing the auction, and publishing an ad takes place in real-time, which means it’s completed in milli seconds.

RTB

Diagram showing the process an ad goes through before it is shown in programmatic advertising.

To summarize, programmatic advertising offers phenomenal efficiency as it is targeted directly to users based on their interests, behaviors and the context. For advertisers, programmatic provides an avenue for ads to be shown to customers who are most likely to act on it. The gathering of information about customers’ behaviours can be thought of as a digital referral. The information collected from the customer tells what their interests are; such as buying a new car, life insurance, or shoes. This information from the customer recommends which ad is shown and gives the brand an opportunity to offer their solution to the customer, which is what each brand aims to do through advertising.

To discuss a programmatic advertising option for your brand, contact us today!

In our next blog we will take a look at the advantages of Programmatic Advertising and brands that are currently using it.

 

Email Marketing: A nuisance or an ill-used strategy?

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image from createyournextcustomer.com

Image from createyournextcustomer.com

Email marketing is simply any commercial information that you send to your audience via email. This commercial information includes ads, promotions, and requests for customer information. For most brands, email marketing is an alternate strategy for reaching out to their audience with the aim to build loyalty and rapport with them. Though this marketing strategy has proven effective for multiple brands, most campaigns do not return the high engagement or response rates that marketers expect, and as such most remove email marketing from their digital strategy altogether.  However, the solution may not be to eliminate email marketing , but rather to analyse and improve the way it is executed.

Yes, writing an email is quite simple (most of us do it at least 10 times per day), but crafting a marketing email requires a bit more strategy and creativity to encourage readers to open, and act on it. It is worthwhile to remember that your brand is not the only one emailing your audience, and receiving multiple emails can be overwhelming and bothersome. To break through this barrier, your email needs to be carefully crafted to stand out. Here are five things to consider when crafting emails to market your brand:

  1. Get creative with the subject lines: The subject line is the first thing that the reader will see when they receive your email. Much like the headline of a news story, you want to make your email subject attention grabbing. It should tease the content; give the reader a reason to open the email, and a reason to read through its contents. Here’s an example from BuzzFeed:
buzzfeed-email-example

Image from blog.hubspot.com

  1. Keep your content short– Though you are writing an email and not a 30 second TV/ radio ad, the same principles of keeping the content short, and giving the most important details first, still apply. Think about receiving a lengthy email while going about your day, compared to getting a short one, which are you most likely to read? Most persons would opt to read a short but informative email over a long one that gives too much information. Craft your email messages and then re-read and edit multiple times before sending- there is always a simpler and more concise way to say what you are trying to. In the example below, Birchbox kept their content short, and ensured to say what the email was about in the first sentence:
birchbox-email-example

Image from blog.hubspot.com

  1. Include a clear call to action– After reading your email, or even half way through, the reader should not be left wondering what you want them to do, or why you are sharing this email with them. Make your intent/ call to action clear. This will prove beneficial for those readers who are not reading your entire email but are merely skimming through. In addition to getting them to perform the action, a call to action can also prompt a reader that is skimming through your content to take a deeper look. For instance if your call to action is “Buy it Now” the reader may be inclined to go back and take a look at what is being sold, and why it is worth buying. In the example below Uber highlights its call to action by making it another colour and also states clearly what you will get when you act on its call to action.
uber-email-example

Image from blog.hubspot.com

  1. Keep your email design simple and consistent– If you are using artwork to enhance your email (which is highly recommended), the key is to keep the design simple. Make the design interesting enough to get the reader’s attention, but simple enough to place focus on the content. The design of the email is as much a part of the communication as the words in the email. Time should be taken to ensure that the design and the content are working together and communicating a clear message. In this example InVision merges a vibrant colour with a crisp simple design to amplify the content and make the email easy to navigate.
invision-email-example

Image from blog.hubspot.com

  1. Refer to your reader in the content – When crafting the content for your email; try to let the reader feel a part of it. Using words such as you and your makes the content more personal to the reader and makes them feel that you are speaking directly to them without even calling their name. The personal appeal of your message increases the chances of the reader reading the content and more likely to execute your call to action. Have a look at how Stitcher personalizes its emails below:
stitcher-email-example

Image from blog.hubspot.com

Talk with us! Have questions on this topic or would like to share some information? Post it in the comments below.

 

 

You’re invited to #Trendchat

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TrendChat-Invite-2

#TrendChat topic- “Creating brand awareness through social media”

Social media is a great tool for creating brand awareness in the digital space, but unlike traditional marketing tools, social media is constantly changing. From the introduction of new social networking sites, to modifications, and the addition of new social media tools, it can be overwhelming to keep up to date with it all.  Through #TrendChat you will have the opportunity to learn from the experiences of other brands with social media, exchange ideas and opinions, network with industry professionals, and find ways of incorporating new tools and practices into your brand’s social media strategy.

#TrendChat Questions

  1. What makes a brand memorable?
  2. How has social media changed traditional brand amplification?
  3. What factors do you consider before deciding which social media platform/s to use to promote your brand?
  4. Should there be a difference in a brand’s online and offline image? Why/ why not
  5. How do you define and locate your target audience online?
  6. What are two social media tools that you consider to be ideal for creating brand awareness and why?
  7. Are there any great examples of brands using social media that you’ve seen? What made them stand out to you?

How to join the #TrendChat

  • #TrendChat takes place on Tuesday, November 29, 2016 at 2:00pm for an hour.
  • Join the Twitter chat by tweeting from your company’s Twitter account.  
  • Follow the Trend Media Group Twitter page @trendmediagroup, to see the questions, designated by Q1, Q2… etc.
  • Stay in the conversation by including the hashtag #TrendChat in all your tweets related to the chat.
  • When responding to the each question, include A1, A2… etc so that others can know which question you are responding to.
  • You can search the hashtag #Trendchat during the chat to engage with other participants.
  • After the chat all the questions and responses will be published on the Trend Media blog on our website Trend.media.

 

Getting started with Snapchat for your Business

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snapchat-image       In 2011, the ever changing digital space saw the entry of Snapchat- the social networking app that allows users to tell stories through images and short videos. Originally tagged as a social network for teenagers, Snapchat has since surpassed this label through continuous app updates that appeal to a wider audience, which is now largely the 18-34 years age group, and options that appeal to marketers such as paid campaigns.

With the improvements of the app and its approximately 100 million daily users, numerous brands have incorporated Snapchat into their digital marketing strategy, of which Nike, BMW, and Gatorade are just a few. The most recent example of brands using Snapchat can be seen in the 2016 US elections when the app came alive with campaign fanfare. Senators, presidential candidates, celebrities, average man on the street, etc. were all using the platform to share their views on the election, document their voting process, and react to the results. There have also been reports of both presidential candidates purchasing and using Snapchat campaigns on Election Day to encourage voters to go out and vote and to vote for them.

The growing popularity in the use of Snapchat in social media marketing has shown that the app has now secured a place for itself as a viable social networking app for marketers, and if your brand is still not using it, you may want to start now. If you’re not convinced that your brand can successfully use Snapchat here are 3 simple content ideas to help you get started:

  1. Offer live access to events- Snapchat’s video and photo capabilities allow you to give a unique look at live events such as a party, a sporting event, or a product launch. Using Snapchat in this way gives your audience a vantage point opportunity to engage with you in real time, and allows you to entertain in a different light. The NBA’s use of Snapchat is a great example of this.
  1. Demonstrate a new product or service- If your company is introducing a new product/ service Snapchat is a great way to demonstrate its use to your audience in a quick time. Amazon made great use of this leading up to the release of its smart speakers.
  1. Take your audience behind the scenes- Your Company is not just brick and mortar, it is much more, and Snapchat can help you show that. You can use the app to show behind the scenes of your company’s operations highlighting company culture and the people behind your product/ service. Fashion brand Everlane is great at using Snapchat for this purpose.

Snapchat is not as plug and play as other social networking sites such as Facebook, but there is still added value to be gained by adding it to your brand’s social media strategy.  While you may not post to Snapchat daily, it is a viable tool to showcase your brand when you are aiming to be a bit more creative (than usual). Explore a different side of your brand, get creative, your audience will thank you for it!

5 advantages of Content Marketing

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Content Marketing

In two previous blog posts we discussed content marketing, what it is and tips on its successful implementation . To wrap this 3 part series on content marketing, here are five advantages it can bring to your brand’s marketing strategy.

  1. More traffic to your company website– publishing content through a blog on your company’s website is a good way to create a consistent flow of traffic. Though persons will be visiting to read blog posts, the chances of them clicking through the other pages, becoming familiar with your brand, and utilizing your product/service is increased. According to inbound marketing software company, HubSpot, inbound marketers, such as those who use content marketing tactics on their websites, double their average site conversion rate from 6% to 12%.
  1. Improved brand reputation– when persons engage with your content, they are building a connection with your brand. If they perceive your content as credible, interesting, or useful, the level of trustworthiness will be increased and they will think more highly of your brand. A big boost  to improving your brand’s reputation would be if your content is being widely shared on social media or being referenced. A 2015 IBM Digital Experience Survey showed that 56% of markers indicated that creating original content resulted in a higher engagement rate from consumers with their brand.
  1. Costs less than other marketing strategies – content marketing is a long-lasting marketing strategy, but it does not take up as much of your marketing/advertising budget as other strategies. What content marketing costs is time and dedication to create valuable content that will make a worthwhile contribution to the conversations your customers are interested in. Due to the long term investment of content marketing, you may not immediately see the value to your brand, however through successful continuation the benefits will start to show. HubSpot noted that in 2015 content marketing generated 3 times as many leads as traditional marketing strategies, but cost 62% less.
  1. Greater engagement with the audience– paid online ads have become increasingly popular, but so too have ad blockers. As a result, though companies are putting out more ads, consumers are finding more ways to avoid them. Thus, content marketing provides a viable alternative for your brand to engage with your consumers. Due to the nature of content, if it is engaging, informative, or adds to current discussions, customers are more likely to engage with it, more so than an ad.
  1. It attracts new customers from unexpected places– One of the easiest ways for persons to get new information is to turn to a search engine (we live in age of Google). An effective way to amplify your brand’s presence on search engines is through your content. Find out what people are talking about and craft your content around it, or answer questions through your content. In so doing, when someone does a search for information on a topic, a blog post you have posted may be included in the search results, and by clicking on the blog post, which is hosted on your company’s website or posted by your company, they are being indirectly introduced to your brand.

Content marketing is good for any business. There is no such thing as a business that content marketing may not fit as it is one that can be employed by any business, in any industry. Of course, the type of content and the way it is shared will vary, but the underlying strategy has a universal approach and can be used by anyone.

Talk with us! Have questions on this topic or would like to share some information? Post it in the comments below.

 

 

Demystifying Mobile Advertising

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Take a minute to stop and think about your business’ marketing & advertising strategy. Is mobile advertising a part of it?

In case you’ve missed it; the age of mobile is here, it arrived at least 10 years ago and has been making its mark as a lucrative advertising medium to give brands that extra push. As a business, whether you choose to admit it or not, the reality is that more of your customers are spending a lot of their time in the digital world. This growing digital consumption is further facilitated by the rise in mobile device usage globally, and more noteworthy is its significant growth in the Caribbean. The introduction of low-cost telecommunications service in the Caribbean in the last 10 years has resulted in increased availability to, and usage of mobile phones, and the increase in internet penetration has increased the use of Wi-Fi devices such as tablets and PDAs. As a business, one of your key objectives is to provide your product or service to consumers, which you first do by introducing it to them where they are. With the increased presence of consumers on mobile devices, it is important for your business to also establish a strong presence in this space through advertising.

Mobile advertising is advertising that appears on mobile devices, such as mobile phones, and tablets. This form of advertising is not a new concept, but rather one that is continuously evolving. In former years, mobile ads were mainly SMS, which later expanded to include shrunken versions of desktop ads. However, with the constant changing world of mobile, mobile advertising has also improved to include highly technical ads that have been optimized and designed specifically to suit mobile adaptability and achieve maximum efficiency on mobile platforms.

Types of Mobile ads

The main types of mobile ads refer to how the ads are presented on the various mobile devices, in relation to their size and location on the screen. The five main types of mobile ads are: banner, native, interstitial, video, and rich media.

  1. Banner- banner ads, or display ads as they are commonly called, are those that are displayed across the top or bottom of a mobile screen. Banner ads are effective because they’re location on the screen does not interfere with the user’s mobile experience.
    banner

    photo from blog.namomedia.com/

2. Native- these ads are those that adapt the look and feel of the page on which it is hosted, and as such do not look like ads. The benefit of using a             native ad is that it blends seamlessly into the page or app and does not interfere with the user’s mobile experience.

native

photo from unbounce.com

3. Interstitial- Interstitial ads are interactive full page ads that are displayed across the entire screen of the mobile device. Though full paged, these ads tend to be displayed while the app is loading or after the app has closed. The benefit to using this ad is that it offers more advertising space since it takes up the entire screen, and encourages more engagement since users have to click to close the ad.

interstitial-ads

photo from adiquity.com

4. Video- Video ads are those that play at natural pauses within a mobile experience, such as the loading stage in a game app. These videos are short, 15-30 seconds in length, and offer brands the opportunity to connect with their audience. The benefit to using this type of ad is that it is highly interactive and as such the user engagement is increased.

video

photo from marcommnews.com

5. Rich media- a rich media ad can be any of the aforementioned ad types, however its design is different. A rich media banner, or a multimedia banner as it is sometimes called, is a highly interactive ad that engages the user by prompting them to complete an action, or includes video, audio, graphics, or a combination. Compared to a static banner, rich media banners have the advantage of converting advertising into engagement based on its design, and functionality which create a greater impression and a lasting experience for the user.

rich media

www.mopub.com

Mobile advertising is a fast growing digital marketing strategy that offers multiple benefits. With the changes in the current market place, digital advertising may be the change that is needed to boost your brand’s image. To explore implementing your own mobile advertising strategy, click here

 

Trend Sales Offers

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SalesOffersThe Trend Media Jamaica Sales is offering a packed month of sales offers just for our new and existing clients. The Sales Offers for October will include:

  1. Trend cancer awareness feature wrap
  • Sponsorship entitlements will be made available to 1 premium sponsor
  • Advertisers will be invited to publish a full page ad as well as content on cancer survival stories.
  • Offer also includes Loop native stories & banner ads
  1. Trend oral hygiene – theme : A smile a day
  • Special rate offered to members of the Jamaica Dental Association
  • Sponsorship entitlements on Loop for natives or vox pops
  • Advertisers will be invited to publish a full page ad in the feature wrap
  1. Christmas SMS Promotion
  • Sale on SMS to wrap/Loop native or video
  • 3 month contract from October – December

For more information, our sales team can be contacted at sales@trend.media

 

mobile ads

Why mobile advertising?

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It’s been predicted that 1.91 billion people across the world will own a smartphone by the end of 2015 according to eMarketer. Businesses small and large can’t ignore the mobile space any longer. The smartphone explosion worldwide that gives brands the opportunity to connect with consumers in a real-time, real-world environment. Its and advertisers dream!

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