It is fair to say that Google is the heart of the internet. After all, billions of websites have accumulated over the years. How would we keep the overview if there were no search engines? Thank Google, neither you nor we have to deal with this problem, as the search engine functions as an ordering system or more specifically an algorithm on which Google is based. It has the task of filtering out the best search results for each searcher and listing them according to quality. The articles with the highest quality will most likely be listed in the top ten.
Search Engine Optimisation (SEO) plays an important role here. Search engine optimisation means that you provide Google with as many indications as possible that your article is a high-quality contribution to a specific topic. If this is successful, Google rewards such articles with a position on the first page of the search results. It is also important to know that Google only ranks individual articles and not entire web pages. So if you rank in the top 10 with article A, this does not apply to articles B and C.
Why SEO is so important for companies
If you do SEO correctly, you have the chance to win numerous new customers and build up an enormous reach. While this used to be primarily interesting for online shops in the past, today every kind of company benefits from a good placement in search results. Especially with regard to classic offline companies, the industry has undergone an interesting development in recent years. Hairdressers, tilers or painters have the opportunity to build up a new customer base via the Internet.
For this purpose, content marketing is ideal, primarily blog posts, but also YouTube videos and social media postings. However, we want to concentrate primarily on content in text form. Blog posts serve to gain expert status in their field by presenting potential customers with free tips, tricks and solutions on their own topic. For example, the hairdresser could present the latest hairstyle trends on his blog, while the painter gives you a priming instruction.
And guess (attention spoiler alarm) what I’m doing here right now… 😉
If you optimise such articles for the right search terms, they will be suggested to the searcher as a result and ideally bring him to your website – where you can then qualify the searcher as a buyer.
SEO Guide for beginners – who is SEO interesting for?
Briefly and concisely: For every company. A little more narrowed down: SEO is interesting for every company that wants to win new customers and use the internet as a traffic source. However, there are also companies that do not have and do not want to have their own online presence. By the way, the word traffic stands for visitors or visitor streams.
Who decides which websites will be displayed on position 1?
With the emergence of the first search engines, criteria were established according to which a website either rises or falls in the ranking. Since the market share of other search engines such as Bing or Yahoo is relatively small, it can be said that it is actually the clever minds behind Google that decide which items achieve top rankings.
Which articles rank at the top?
The Google ranking is not the result of random coincidence. It is the declared goal of the search engine giant to provide users with the best possible hit rate for the respective search queries. This means: If person A searches for XY, Google ideally wants to deliver XY to him. The article that comes closest to XY therefore ends up on the winners’ podium
What is a Google Penalty?
In the course of this SEO guide for beginners, I have already hinted that Google may penalise you for certain actions. A so-called Google Penalty is something like a sanction, which massively decreases the Google ranking and the visibility of your site. A penalty is imposed if you violate the Google Webmaster Guidelines and thus manipulate the ranking or deceive the users.Violations include keyword spamming, duplicate content or unnatural backlink profiles.
What ranking factors are there?
If you have read my SEO Guide for beginners so far, you know that Google places the best hits at the top.So if you want to get to page 1, your article should provide a user with a high quality and comprehensive answer to their question. Through SEO measures you provide the search engine with evidence that your article is very relevant to the topic in question. In the following section I will tell you which actions are necessary to achieve this.
SEO for beginners – what do I have to do to get on the first page?
There are a lot of factors that are included in the algorithm for calculating the ranking – according to Google there are more than 200 of them (here you get a detailed insight). Some of them have a serious impact on Google’s ranking, while others have only a minor impact. The fact is, however, that there are many things to consider when you want to rank on page 1 on Google:
1. the content
Content plays an absolutely key role. Only those who present good content on their website have any chance at all of getting to the top. While this used to be easy to avoid, today you can hardly avoid having professional texts written. They should be as comprehensive as necessary to cover all the issues of the topic, but at least 1000 words. This is because the probability of a topic being covered comprehensively is much higher with a long text than with a short one.
A connection to the topic is established by integrating relevant search terms. Make sure to integrate those keywords into your text that a potential customer would search for. The number of your keywords defines the keyword density.
However, quantity is not the decisive factor here. It is sufficient if a search term appears a few times in the continuous text. So don’t exaggerate, because Google doesn’t like that either. Try to stay below 5 percent in terms of keyword density. You can use this tool to check this.
Links are also important. If you lead users to other topic-relevant topics via your links, it can be assumed that you have some idea of your topic. By this I mean both internal and external links. Link to your own relevant content as well as to other websites that deal with a similar topic or have something relevant to offer.
You will receive a backlink when another website links to your article. This is important because Google considers backlinks as a kind of recommendation. Mass is not the decisive factor here either. It is much more important who your backlinks come from. Big internet portals have a much higher authority than small niche sites, which is why Google gives more trust to authoritative sites. On the other hand, it is of course better to be pushed a little by weak backlinks than not to have any at all.
5. user signals
Positive user signals, so-called “social signals”, are undoubtedly one of the most important factors when it comes to ranking on page 1 in Google. Because no matter how well you optimise your articles: If no user visits your pages or shares your contributions, this gives a very bad picture in front of the search engine. Here, social media can be the tip of the scales, since new articles, contributions and products can be advertised there in a targeted manner and you can invite users to interact.
There is nothing worse than finding only outdated contributions to a problem. Therefore it is very important that you keep the content of your website up to date. You do this by regularly updating existing articles and by regularly publishing new content. By doing this you show the search engine that your site is always up to date. Consistency and reliability are important to both your readers and Google.
7. user experience
The user experience is also one of the key factors for a good Google ranking. Ease of use, loading times, photos, videos, layout – all this contributes to a reader feeling comfortable on your site. Because only if the user feels comfortable, Google feels comfortable and rewards you with a top ranking.
Google loves order. Only if the crawlers can read your pages perfectly, they will be classified as high quality. This includes labelling the images on your page, tagging headlines and sub-headlines with the appropriate HTML tags (h1, h2, h3, h4) and making sure that the page title and URL contain your main keyword. In addition, your Meta Title should not contain more than 60 characters and your Meta Description should not be longer than 160 characters.
Pardon me? Meta Title and Meta Description? What is that?
This is the title and the text excerpt that is suggested to searchers on the result pages. And as you can probably guess, your keyword should also appear here.
SEO for beginners – you can do that too!
I wrote this SEO guide for beginners because I know from my own experience how daunting the subject of search engine optimisation can be for newcomers. However, if you take into account the things explained above, it is not that difficult to rank on page 1 in Google. Of course we’d love to give you more individual advise on how to improve your SEO Marketing, just contact us here!
Irina Pecherskikh has been a part of the BMM team since September 2018, supporting our clients on a range of services including programmatic advertising, campaign managing, data analysis, reporting and optimisation.
Other than that, we were privileged to experience her as a wonderful client representative, cheerful spirit, a chocolate-croissant-destroyer, passionate traveller and underwater-enthusiast. In an almost magical way, she could always find the bright side in everything, listen incredibly well and answer thoughtfully and was (and remains) the very heart of BMM.
Irina went on maternity leave 🤰 as of Friday 1st May and is not expected to return for at least a year.
Although Irina will be greatly missed by her colleagues and many of our clients, we couldn’t be happier to share her news and we look forward to meeting her new arrival!
Some of you are likely to have worked with Irina over the years and we hope you will all join us in wishing her a safe and healthy journey into motherhood.
We’re taking this as an opportunity for an appreciation of the work she has done for us so far, to ask her some questions and to introduce her to anyone who didn’t have the chance to meet her yet!
Hi Irina, how are things with you?
“Hi Vanessa, everything is going great! How are you?”
Super! All is well with me, thanks. If it’s alright with you, I would like to ask you some questions about your work at Blackmilk Media?
“Sure, go ahead!”
Great, let’s get started then. How did you come to work with Blackmilk Media?
“I was looking for an internship in Digital Marketing in London before my Master’s course, this is how I met the Ops Team that I am a part of now. Straight from the beginning, I was so impressed by all these platforms, data analysis, and the way BMM manages campaigns, so I started to ask a lot of questions and to learn by myself during my free time. When I finished my studies, I went back directly to the team with fresh new knowledge and a big urge to learn even more.”
So what is the work you do now as a Programmatic Trader?
“The Programmatic Trader is not only a one-task-job, it covers the whole process. I will try to make it short 🙂
First and foremost, we need to listen carefully to what the client wants in order to identify which platforms are most applicable. Then we need to examine the industry, acquire best practices, and avoid the common mistakes.
The actual work is usually – a team work, which includes: strategy, planning, campaigns set – up, monitoring and optimisation, troubleshooting, reporting, post-campaign analysis, recommendations etc.”
What are the greatest positives you enjoy in your role here?
“The nicest part is, of course, to see the results of this team-work. When your efforts are becoming tangible for someone and our clients get what they were looking for.”
Exciting! And on the other hand, are there ever drawbacks you find working in this sector of the industry?
“I could think of three main challenges here:
• To be up to date is very important: the advertising industry and markets are changing very fast, and so are the platforms.
• Furthermore, the imperfect nature of the system can be challenging sometimes. You better keep an eye on all relevant KPIs to correct any mistakes fast and efficiently.
• Managing expectations and the educational component of the work: not every client is familiar with the platforms, processes and the KPIs. So it is essential to give a clear and accurate overview before starting any campaign.”
That’s understandable but you of course seem to have it handled. To get more personal, how are you enjoying living in Germany Irina?
“Oh, thank you for asking! I love it here! I am actually learning German now and I was very surprised how supportive everyone is here with that.”
Irina, I would just like to finish this off with you giving me three words that your friends or family would use to describe you. Go!
“To be honest… no idea!
Would 4 words be okay? Then – “Citizen of the world”.
Otherwise: determined, hard-working, loyal.”
If you want to find out who will work on the projects Irina worked on before and discuss anything regarding her work/future campaigns, or if you just want to send Irina your wishes we could pass on for you, feel free to reach out to us on [email protected]
You have clicked away the notifications countless times – the banner, which usually appears at the bottom of a web page and tells you that cookies are used on that platform. Often you don’t even read the message anymore, you just click it away.
There are many types of cookies, but the most interesting and controversial ones are third party cookies. Third party cookies collect a lot of useful information from users for advertisers, including:
- Dwell time
- Number of page visits
- Movement of the user via links
The totality of this information provides a good picture of the user’s interests, as it is possible to track not only what the user is interested in within a domain, but across several domains. Third party cookies thus allow the creation of extensive user profiles so that advertisers can deliver exactly the right advertisements.
To give a rough idea of how much websites rely on third party cookie data, Digiday selected some of the biggest U.K. publishers and checked how many third-party cookies they use on their website:
But what are cookies anyway and how do they help in digital marketing?
What are cookies? What are they used for?
Cookies are basically small text files that are stored on your device as soon as you visit a website. They record information about your visit to the site – they ensure that your shopping basket is saved on Amazon, even if you have closed the tab in the meantime. Or that you stay logged in to Facebook and don’t have to re-enter your data every time you visit.
Therefore Cookies are like little info notepads for websites and are stored as files locally on the computer. These notepads remain stored for different lengths of time – they have an expiry date. Some cookies are deleted after a few hours, days or weeks. But there are also cookies that have no expiry date at all and are stored until the user deletes them.
How do Cookies help in Digital Marketing?
Cookies provide the necessary context in order to determine which content is particularly appealing to your target group. They are therefore particularly valuable for marketers. Even if visitors do not interact directly with your site (by filling out a form), cookies still provide data that is useful for collecting performance metrics. If a visitor fills out a form and does not delete the cookies that were collected before registration, the individual visitor history of search behaviour before and after registration is fully available. These cookies therefore help you learn more about the interests of your target groups. This in turn enables you to better tailor your initiatives to the needs of your customers. Especially when it comes to targeting your prospects and visitors on third party websites, tracking through cookies is highly relevant. It enables you to show the most engaged and warm audience the highest frequency of ads of specific retargeting ads, often used in programmatic advertising on the third party sites directly.
So how does Programmatic Advertising actually work?
Cookies are indispensable for web analysis and marketing efforts. They collect information that allows you to get to know your users better and help you to draw conclusions about user behaviour. This valuable data opens up many different possibilities for you. For example, you can make the right optimizations to your website, adapt the structure of your website and your products to user needs, increase user loyalty, expand your target group and deliver personalized content. With these measures, you can increase your conversions.
However, caution is advised when using tracking cookies. In order to protect your users’ personal data in accordance with the DSGVO, you require your users’ consent to the use of tracking methods. Therefore, if you set this type of cookie to collect, process and store corresponding analytics data, you need the consent of your users.
There must be an opt-out function on your website so that users have the opportunity to decide whether they allow tracking tools. However, it is advisable to use a Consent Manager, as you will then receive the active consent of your users for tracking and you can be sure that you act completely in accordance with data protection laws.
Cookies do not always taste good – the recipe must be right!
If you want to know more about website optimization and conversion, contact us here!
Hello Pascal, how are you today?
“Hey there! Apart from me being locked in my own house and working from my home office due to the current CoVid-19 situation, I feel terrific!
But I have to say for me and for us at BMM as a team it worked out really well to work from home and stay connected, as we were working in an international team in three different timezones before already – so nothing new to us.”
Splendid! I am also well, thank you. I am about to ask you some questions to make you a little more familiar to our readers, sound good?
“Sure, give me your best shot, throw it right at me.”
Ok then! Let’s begin with you just telling us a bit more about your professional life that has now drawn you to work in marketing?
“Oh boy, I knew this was coming. Alright then: I´ve studied economics and sociology in Germany and PPE (politics, philosophy and economics) in Italy. Throughout my studies, I was interning and working part-time as a working student in companies relevant to my interests and my courses. Working for digital marketing companies as well as digital consulting companies, I learned a lot on the industry and how different sectors tackle problems with different solutions. But let´s take a step back here because my interest in advertising started way earlier:
Actually, I was interested in the advertising industry since I was a little kid.
I used to watch television a lot when I was younger. I was in love with the good old animated cartoons, from Ducktales to Chip & Chap. Of course, they had a lot of commercial breaks as well, showing their young audience the magical world of toys and teenage gadgets, which they would then later continuously ask their parents about.
Understandably, I wasn´t realising at the time the many steps that have to happen till such a commercial could be rolled out. From building up a media strategy around a specific brand or product to sketching ideas on how to advertise and which channels to choose (for you, dear GenZ reader: in the 90´s digital advertising was just in a very early development stage, which means brands with children as their main target group could essentially choose between TV & Radio commercials, print in comics and on billboards or POS advertisers) all the way to trying to post-analyze and measure the success of the campaign – in of course far less accurate ways than now are digitally possible.
This brings me to my conclusion: Since my studies of economics and social sciences as well as working in strategic consulting were very analytical and data-driven, I was able to find a profession in future-oriented digital marketing, which combines my creative and psychological interest with a data-driven, empirical approach. Due to the variety of possible topics (every company advertises in a way for itself) and the different task requirements, I am always facing new challenges. This fulfils me and lets me learn more every day in an incredibly dynamic and flexible working environment.”
Interesting! What would you consider the highs and lows of your job now with your responsibilities in business development and client consulting?
“It´s always very fulfilling to me when we find a neat setup to rearrange and optimize processes we are working with as a company or for one of our clients.
Especially when it comes to talking to new prospects and presenting our views and findings, when we identified something that really simplifies a part of the tasks that someone is struggling with, making it more efficient whilst saving costs, that´s what keeps me going. While we´re speaking there were probably 10 new inventions in the areas of software, ad-tech and data science, and for me the top priority is to stay up to date and scan the market for smart solutions that we can then leverage for us and our clients to stay ahead of the competition. And to understand how to implement something in the specific area the client is working in, I have to learn a lot about the industries they hail from. This is amazing to me because you’re always expanding your knowledge in many directions.
Relating from that, can you give me an example of your ideal passion project?
“Sure. I am always interested in projects and companies that combine a mission or product that aims for the adjustment towards equality of environmental and social opportunities with a business-driven approach. To me, this is the only way to have a strong intrinsic intend in fulfilling societal tasks and achieve something that brings us forward as mankind in tune with nature.
As an example, I worked with a company that rents bikes in big cities to a very affordable price on a monthly basis. They have a full repair covering, and when locked up, your bike is insured as well. They managed to gain a lot of new customers with a very smart campaign, lowering the number of people using motor vehicles – which is covering exactly the “sweet spot” I was talking about. I love that kind of projects because they have an ecological impact while increasing economic welfare.”
Pascal, as you are working so closely in communicating with clients, would you say you are equally sociable personally?
“Well, I´d say invite me to a pint and find out! That’s to say: I looove to meet new people, hear their stories and derive something to learn from their experiences. Because you can always learn something from the experience someone shares with you, even if you think you´ve been there before or you´ve done the same thing twice already – it´s always just your own perception of it.
Having an open mind and being empathic and aware of my surroundings and the people I meet is opening a lot of doors to me, which is especially important when you are trying to solve a problem that a prospective client is experiencing. You want to be able to make someone else’s problem your own as this is the only way you can truly handle the complexity of the demands which often exists and to think along on every step. It also lets you realise when its time to dissent in the right places – for the benefit of the overall goal.
Sounds great! And just to finish this off, please could you give me three words with which you think your friends would describe you?
“I´d go with spontaneous, life-affirming and empathic – but that´s just an impulsive thought. Ah, see? Strong evidence for number one!”
Sounds top-notch! Thanks, have a great day.
“Kudos to you, this was a lovely short interview! Thank you too!”
Get in touch with Pascal.
If you want to get in contact with Pascal and discuss anything related to online marketing, or if you have a specific need identified in your company and you want to speak about ways to achieve it feel free to reach out. He loves to connect to the industry, network and hear other peoples thoughts and exchange opinions.
Check out his calendar here and find a time to get in contact.
Programmatic Advertising – an abstract term, which is causing rather diffuse associations such as “data”, “efficiency” or “robots” instead of clear ideas, even among marketers. Yet it is not that complicated. After this briefing you will understand which actors are involved and how Real Time Bidding, the most common Programmatic advertising method, works.
The term Programmatic Advertising originates from online marketing and stands for the automated purchase, sale, optimisation and display of online advertising media in real time. It is based on various user data and intelligent algorithms that control the entire process. If you would like to know more about the historical background of Programmatic, read here.
How does Programmatic Advertising work?
Every time users see customized advertising content on a website, numerous processes run in the background. That’s because the advertising content depends not only on the theme of the website, but also on your individual user data.
This data is based, for example, on the respective online surfing behaviour or demographic parameters. What kind of advertising message users see therefore depends on their age, gender, location or online purchasing behaviour and also takes into account, for example, whether they have visited the website in question before.
The actual process of selling advertising space is then often carried out via Real Time Bidding (RTB). This procedure uses an automatically controlled auction process that controls the purchase and sale of the advertising media.
If an Internet user opens a website, the user data is sent to a so-called Ad Exchange. This online marketplace is where advertisers meet with their demand and publishers with their supply of advertising space. Put simply, this technology platform then evaluates the existing bids for an ad space on the website.
This is because advertisers determine a bid and details of the target group in advance. The ad space is allocated to the highest bidder in the course of real time bidding and is directly filled with advertising. This auction process takes only a few milliseconds and takes place during the loading time of a website.
In addition to real time bidding, you can also use other transaction models such as Automated Guaranteed. With this method, fixed advertising spaces can be booked at a predefined fixed price. As an advertiser, you determine certain parameters for this purpose, at which your advertising is played out.
What kind of platforms do we need in the process?
In order for the automated and data-driven purchase and sale of advertising inventory to work at all, several platforms interlock. The Supply Side Platform (SSP), Demand Side Platform (DSP) and Data Management Platform (DMP) therefore form the technological basis for the entire process.
Data Management Platform
With the help of the data management platform, user data can be collected, managed and used. The data can be, for example, obtained from CRM databases or cookies. This data then helps you to place the right ads on the right advertising spaces.
Demand Side Platform
The Demand Side Platform is the counterpart of the SSP. This platform helps advertisers to find suitable advertising spaces based on individual goals, budget and user data. The DSP therefore ensures that the advertiser receives the best possible ad space.
Supply Side Platform
The Supply Side platform forms the technological infrastructure for the supply of advertising space. On this platform publishers can list their advertising inventory for a self-determined minimum price and release it for trade. The automated process allows the advertising spaces to be sold as profitably as possible.
Programmatic Advertising has many advantages: it is an automatic procedure, the target group is addressed directly and the ad spend is therefore spent more efficiently. Also, you get more flexibility in planning your campaigns as you can modify and optimise your campaign objectives in real time. Since national and international networks or channels can display Programmatic advertising, companies can target their potential customers internationally.
Programmatic Advertising not only makes the placement of ads more precise, but also significantly easier. Thanks to sophisticated technology, you can reach a very concrete target group with the least possible effort, which significantly increases the probability of clicks and conversions. This way you invest your advertising budget as flexibly and efficiently as possible.
Although programmatic spend is on the up and up, for many marketers, lack of understanding of the way programmatic advertising works is a huge hindrance. Contact us now to help you with your next Programmatic campaign!
In recent years, HTML5 ads have become an essential part of digital marketing, and arguably, the most effective one. In this article, we’d like to give you a few reasons why you should start producing HTML5s for your brand.
Adapt to changes
HTML5 ads work both on mobile and computer displays, making them a ‘must-have’ tool for your digital marketing plan. Modern technologies continue to occupy our daily lives, and the new generation will most likely spend the majority of their time scrolling through websites and social media outlets. That’s why HTML5 ads are considered to be the perfect instrument to use for your brand marketing.
The HTML5s work on every platform, on any screen device, which helps you to expand the audience range and increase brand visibility. As more technologies emerge, you should be able to adapt to changes and keep up with recent trends to make your brand stand out from the rest.
HTML5 ads are produced in different shapes and sizes for various screens. The most common sizes are vertical (120×240), square (250×250), and medium rectangle (300×250). Some other widths and lengths are also available to use and make HTML5 ads fit any screen size or device. This flexibility in sizes promises a wider audience reach and a higher viewability of the brand image. It also gives you the freedom to experiment with the design!
Be it mobile phones, tablets, or laptop/computer screens, HTML5 ads respond accordingly and adjust to any screen or device.
Get rid of “banner-blindness”
Do you know about “banner-blindness“? It’s a term used to describe a phenomenon when a web page visitor consciously or unconsciously ignores all the banners. This means that most of the digital ads are left unviewed which concerns the brands who pay for their ads to be distributed throughout different platforms
HTML5, on the other hand, promises you to get rid of “banner-blindness”, displaying creative and interactive ads that make your brand stand out from the rest of the ads. Plus, HTML5 ads may contain an interactive feature that helps you to make memorable banners and attract the viewers to learn more about your brand.
According to Adform, HTML5s are more attractive to consumers than simple static banners. The research shows that the CTR (also known as click-through rate) for static banners was 0.12%, whereas rich media gathered 0.44-257% higher CTR.
Furthermore, these days, HTML5 ads can equally compete with the video advertising industry. Check out our blog on “How HTML5 Banner Ads Can Have Click Rates As High As Video Content?”
Everyone is talking about the HTML5 banners these days, and it makes you wonder why it has become such a big thing. It’s been 6 years since HTML5 was first released, and it has shown amazing results for product marketing.
HTML5 (Hypertext Markup Language) banners are essentially the animated banners that brands use to advertise their products/services online. Sometimes it contains an interactive feature that makes the customers even more excited to purchase the product, and it also allows people to be more creative with their advertisements. This new format of digital advertising is also called ‘rich media’ because of its rich content that includes audio, video, animation, and other features.
Mazda, Nike, BMW
How effective are these banners? The Adform research shows that click-through rates of rich media ads are 267% more than from static ads. The main reason for this phenomenon lies behind the movement and interaction feature of those ads, the user can’t simply ignore the changing images, and automatically checks the banner which leads to the increase of clicks.
Here are three examples of rich media from different brands such as Mazda, Nike, and BMW.
Each of these HTML5 banners has an eye-catching design and a feature to click through a link and have the page open. The main goal is to get the attention of the users and make them interact with the advertisement.
The HTML5 banners are memorable, making them stand out from the rest of the digital ads, and nowadays, they can successfully compete with video formatted ads. HTML5 can be quick and easy to make, they can also be complex and time-consuming but yield amazing results. Through our design and marketing team, we have specialised in scalable HTML5s to function as a content marketing piece and have the ability to track their performance.
According to Ironpaper, banner ad sales will increase at least by 7% each year from the US$ 19,554 million in 2016 to the unprecedented US$ 27,472 million next year. It is highly suggested to start implementing HTML5 banners into your marketing plan. At Blackmilk, we provide different services, including making HTML5 banners, which can effectively increase the number of your future customers.
Advertising is an industry that has its roots in ancient civilisations. From Ancient Egyptian carvings on Papyrus and the 15th century revolution from which the newspaper emerged, to the production of radio, TV and now the Internet, Advertising has survived the ages and has continued to adapt to technological advances, becoming a force to be reckoned with.
The first recorded printed advertisement in England was in 1472, and with the establishment of the English newspaper (going back to the early 17th century), print advertisements became increasingly common. This was because, at the time, newspapers were the only medium through which the public could consume news and entertainment. The emergence of the television, however, would change everything.
In the 1950s the Independent Television Service (ITS) was established, laying down the foundation of modern advertising, as the ITS allowed businesses to connect with TV viewers via a TV set.
The 1980’s and 1990’s saw the rise and eventual dominance of satellite and cable TV. With this came increasing competition and choice from other companies, something that grew the more access to target-able audience grew. This continued well into the 90’s and 00’s through TV channels such as Sky, ITV and Channel 4, all of whom vied for advertising revenue.
Whilst this was occurring, there was an online revolution. In 1994, the first digital banner ad appeared. Advertisers soon began to grow increasingly interested in targeting certain consumer demographics as a way to narrow down their target group and achieve a higher Return on Investment (ROI).
Advertisers soon started to pay for their placements on search engine websites, making digital advertising more and more competitive, something that only continued between the years 1999 to 2002. During this time, the web was rapidly expanding, and the pay for placements turned into pay-for-clicks. Thus, the market for digital advertising was created.
Today, the possibilities are endless. The market has shifted from just digital to mobile and programmatic advertising. One of most recent developments is Dynamic Creative Optimisation (DCO), which allows advertisers to play ads depending on the user’s web behaviour, local conditions and external influences.
Programmatic advertising allows for advertisers to target their ads to individuals, depending on their online habits. From studying this, Programmatic can then ensure that the right ad is played at the right time and in the right place.
Digital advertising has cemented itself as the future. The industry is forecasted to grow exponentially over the next few years. By next year, 85% of mobile display ads will be purchased in a programmatic manner. At Blackmilk Media, we place Programmatic at the centre of our campaigns. We pride ourselves on working with clients to achieve the highest ROI possible, through narrowing down their preferred target audience.
Advertising as we know it today is a far cry from its predecessors, having been built upon through the ages, as a result of technological advances. These days, advertising comes in the form of the personal. Ads, specifically created for each individual, dependent on the category they have been placed in, means that only what we want to see is shown to us. No longer are we bombarded with a plethora of unnecessary information. Thus, advertising has become streamlined, yet its purpose remains the same.
GDPR: What it is, What it does & What it can (or can’t) do for you:
One of the best known acronyms in the data-world, GDPR is set to impact businesses and the way they interact with data.
GDPR (General Data Protection Regulation), four years in the making, will define the way in which data ought to be treated and protected, aligning itself with the ever-evolving manner in which data is utilised. It’s a legal update on its predecessors, such as the Data Protection Act of 1998, as current legislation does not factor in recent technological advances such as cloud technology, which can supersede existing laws that do not feature the latest innovations and exploit data. Furthermore, GDPR is a way for businesses to operate within an even and clear legal framework, as it will be rolled out across Europe.
A long time coming, some might argue, but what will GDPR mean for consumers? It will mean the protection of sensitive information from those who relinquish their data to companies, and give individuals more say over what happens to their information.
Its impact on companies, especially those whose entire foundation is based on controlling and/or processing data, is as yet unknown. However, GDPR will signal an entirely new era of data management, acquisition and protection, one that will require a lengthy education on the matter. So, here are the 10 key points of GDPR:
Businesses that extract data from EU citizens, even if they reside outside of Europe, will be subject to GDPR.
The Data Protection Authorities will have a wider scope of power with regards to penalties for breaches of personal data. In comparison to the UK, where a breach under the Data Protection Act can cost up to £500,000, under GDPR a serious violation can cost a business up to 20 million Euro or 4% of one’s annual global turnover.
The definition of personal data now includes online identifiers such as IP addresses and mobile device identity
Under GDPR, companies will be required to be explicit in their intent with the data received, and will be bound by law to seek clear consent from the consumer, rather than passive acceptance (pre-ticked boxes, opt-outs etc.) Additionally, a record must be kept of how and when an individual consented to having their data recorded, with the understanding that said individual may withdraw their consent at any time.
Both technical and organisational measures, in relation to the protection of personal data, are set to become compulsory. GDPR will outline examples of said measures, which include but are not limited to the encryption of personal data and processes available to test the effectiveness of security measures.
Companies will have to keep an electronic record of personal data processing activities. This means the lifecycle of the data, as well as the contact details of the data controller
Tests relating to data protection will come into effect under GDP, and will be required for technology that are seen as a high risk to individuals.
From May it will be a requirement for companies to report violations of personal data to the DPA within 72 hours of becoming aware of the situation. High-risk breaches (e.g: accessing non-encrypted personal data) require the individual be informed immediately.
Companies that either monitor individuals on a large scale or process certain areas of data are required to work with a Data Protection Officer, who will monitor company compliance with GDPR, performing in an independent manner.
Fundamentally, GDPR is concerned with data protection, advocating both privacy by design and by default.
Data protection is of paramount importance within the GDPR narrative and beyond. The need to protect individuals from identity fraud and phishing is more urgent than ever, with criminal responses to technological advances becoming increasingly sophisticated. Thus, both consumers and data-driven industries need to be shielded from dangers that are not covered in legislative Acts currently adhered to by various EU countries. For companies, it has been recommended that they appoint an aforementioned Data Protection Officer, who will be responsible for overseeing data protection strategy, in addition to its implementation, to ensure compliance with GDPR requirements. Their role will include, but is not limited to:
- Training staff involved in data processing
- Conducting audits to confirm adherence and addressing potential issues proactively
- Being the point of contact between the company and GDPR Supervisory Authorities
There is not much one can ascertain from GDPR, in spite of its in-depth nature. However it is imperative that companies adhering to the legislation fully comply with the new laws of the tech-land in order to avoid a hefty fine. GDPR is a long-awaited update on legislation that could have never envisioned the direction that the Internet has gone in. it will redefine the way in which data is handled and utilised; creating a fairer, safe tech-society.