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Search Engine Optimisation for beginners- what is SEO?

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.

2. keywords

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.

3. linking

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.

4. backlinks

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.

6. topicality

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.

8. order

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!

If you don’t want to miss anything, follow us on Instagram, Facebook and Twitter. There you will get the latest updates and tips on digital marketing, SEO, social media and programmatic.

Crash Course: Cookies and how they help in marketing

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?

How do I use Cookies legally?

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.

Cookie Take-away

Cookies do not always taste good – the recipe must be right!

In summary, cookies are useful and important. They facilitate and simplify browsing through the web. But you should not blindly accept all cookies. You have to know which cookies are useful and which ones reveal too much data. As a user, you should also take care of your own privacy. Be aware of which data you want to disclose about yourself in order to have a better user experience. On the part of the website operators and marketers, data protection should be observed. You should use Cookies cleanly and offer a corresponding transparency. Data protection does not exclude web analysis and personalisation. You just have to link the topics together in a smart and transparent way.

If you want to know more about website optimization and conversion, contact us here

Meet Pascal, our BD & Client Manager

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. 

“Whats the use of a fine house if you haven´t got a tolerable planet to put it on?

Henry David Thoreau

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.

TikTok Marketing 101: A Guide for Beginners

A Chinese owned app is on the rise: With more than half a billion downloads worldwide, the video platform has gained much attention and popularity- especially from teenagers. So, what is TikTok all about and how could companies benefit from its features?

TikTok, in China also known as Douyin, is a Chinese owned video portal for lip synchronization of music videos and countless other short videos of all kinds. It also acts as a social network. The app emerged from the short video platform Musical.ly. TikTok’s parent company, Beijing Bytedance Technology, bought Mucical.ly in November 2017 for around 800 million US-Dollar and integrated this platform including its 100 million users into their new App in August 2018. TikTok was born.

In the meantime TikTok has evolved into the fastest growing mobile app in the world. With an estimated 45.8 million downloads TikTok has also been the most frequently downloaded iPhone app in the first quarter of 2018. With this large number of downloads the lip synching app outpaced market-leading competitors like Instagram, YouTube, Snapchat and Facebook. 

What’s the fuss all about?

On TikTok users can see other users music clips, they can film and edit short videos themselves and they can add special effects and filters to their clips (just like on Instagram and Snapchat). After merging with the app Musical.ly, they also put a bigger emphasis on entertainment, comedy and vlogs. This way the app is competing with big video platforms like YouTube or vimeo.

In order to see the videos users are not required to sign up, unless they want to film clips themselves, follow other users and interact with them.

To help with recording your own clip, TikTok has integrated a complete tool that is very easy to use. Most of the videos only last up to 15 seconds and have a big emphasis on the underlaid sound. The homepage shows the most popular videos and you can “swipe through” them- just like on Instagram. Different hashtags and so called internet challenges facilitate searching for and following your favourite interpreters and clips. 

Digital Marketing on TikTok

Since the official minimum age is 13 years and the majority of users are under the age of 23, TikTok offers great potential to target younger audience profiles. Not too many companies seem to be active on TikTok although the user base and intensity of use is enormous. The fast-moving content and the special editing of TikTok’s short videos seduce you to stay on the app for hours. You always want to see what’s next.

What is crucial for marketing efforts on TikTok is, above all, dealing with the platform itself and the target group in order to adjust one’s content to their interests and needs. Since TikTok is a very fast-moving platform and the selection of content is very large, companies have to react very quickly. Keyword here: real-time-marketing.

A branded TikTok account can especially pay off for companies whose products or services are relevant  for a young target group. Consumer electronics, products from the fitness and food industry as well as beauty and fashion sector are in line with the current trend.

Cooperating with influencers on TikTok can also be very useful. The fashion brand Guess for example was one of the first Western companies to start a sponsored TikTok Challenge under the hashtag #InMyDenim. In the end, an incredible 30 million videos were posted under this hashtag, proving the campaign to be massive context.

In this context, increasing brand awareness also means increasing sales for the company. As the popularity of a brand is particularly important in the purchase decision-making process among young consumers.

But what about data privacy on TikTok? 

Well, unfortunately there is a snag! This Chinese owned company raised concerns about surveillance of TikTok’s young user base. In the past, Musical.ly has had privacy issues because the app illegally collected personal information from children. As a result, TikTok got a fine and has been actively working on brand safety ever since. Explicit videos and comments are still a problem on the platform. Also, the content in hashtag challenges linked to a brand is very hard to monitor.

It’s also important to keep in mind that in general TikTok is growing and gaining attention, but the user base in DACH countries is rather small at the moment. Over here, teenagers still tend to use other social networks.

But as the saying goes: Nothing ventured, nothing gained.

Thinking about including TikTok into your marketing mix? Get in touch with us now! We’re happy to advise you whether advertising on TikTok would be an option for your company.

How does the Corona Virus influence Marketing? 

The spread of the severe lung disease SARS-CoV-2, also known as Corona Virus or 2019-nCoV, now paralyzes public and economic life in many Western countries. Several business sectors such as event organizers, travel providers and airlines are already experiencing slumps in sales, others fear this due to declining consumption and, on the supply side, due to production losses and globally interrupted supply chains. The spread of the virus represents both a negative supply shock and a negative demand shock across the economy at large.

That’s the stuff a marketer’s nightmares are made of, because such prospects often cause companies to cut spending where it is quickest and supposedly hurts the least in the short term, such as advertising. So if the media continues to incite unrest in the population, many companies might keep an eye on their variable costs and therefore postpone or even cancel planned campaigns. The consequences of the corona virus for the economy, consumption and advertisers are unpredictable to many. 

But how do experts assess the current corona virus situation and its effects in the future?

According to the ZAW (the German Advertising Federation), it is currently not possible to make exact forecasts for the development of the advertising market given the current facts. However, they describe the fact that the spread of the corona virus in Germany is now compared with the financial market crisis in 2008 and 2009 as “clearly exaggerated and inappropriate”. The causes and real backgrounds are “simply too different”.

Nevertheless, the ZAW does not believe that the advertising market will get off lightly. Given the fact that many trade fairs and congresses have already been cancelled, the live communication and event sector is currently suffering the most. The production area is also affected. Larger productions, especially abroad or with international participation, are being partially suspended or, where possible, relocated.

The next few weeks will be decisive for the advertising market. If the situation does not stabilize, more and more advertising customers will no longer be able to produce goods. For this reason, some marketers expect their campaign bookings to decrease.

What to do now regarding corona virus?

From a more optimistic view, the advertising industry is (and always has been) a creative and highly dynamic industry that is able to adapt quickly to changing circumstances. Also, every marketing expert knows that brand maintenance is a long-term project that should not be jeopardized by blind, hectic actionism. So, how can marketing measures be adjusted to this exceptional situation?

The keyword here is ‘digital engagement’. This will be the difference-maker in maintaining economic success and a good brand reputation within organizations. 

As people are trying to avoid stores or other public places, e-commerce will experience a huge boost and digital marketers will find themselves in the situation of competition for the purchase of consumers who are not frequent online shoppers. By choosing the right strategy focused on the most relevant audience groups and devices, organizations could take advantage of this new environment and potentially excel even more. As more and more trade fairs are being cancelled, the importance of creating online experiences that make people feel as connected as offline experiences increases drastically.

Source: February 2020 Coresight Research report “Corona virus Briefing: Flash Report.” n=1,121

Since we are experiencing changes in behaviour (staying and working from home, avoidance of public places…) there are a few industries that naturally profit from the changed circumstances and others that have to fight new challenges. Nearly half (47.2%) of European internet users polled by Coresight Research last month said they are currently avoiding shopping centres and malls (Source: eMarketer March 2020) Here we want to give some examples:

Online Retail:

Due to the massive decline in physical store visits as a protective measure, sales of online stores are increasing. However, other factors must also be taken into account:

  • Companies that have their production facilities abroad, especially in Asia, could experience supply bottlenecks
  • The degree of the company’s digital distribution network must be capable of absorbing the short term additional expenditure in online trading 
  • Furthermore, this also depends on the company’s stock levels and how easily these can be reordered or cancelled

Software / Gaming / VOD / Entertainment:

As people currently tend to avoid social gatherings and public event locations, they are now moving to virtual platforms to communicate and be entertained.

Health & Pharmaceuticals:

Quite the obvious though… But here are some numbers to show a strong rise in demand for certain groups of products in this area:

Source: Nielsen; March 2, 2020

In general, one could say issues that are particularly relevant for a large part of society are ultimately the optimal stage for giving brands in these sectors a more conscious perception.

Also, there is a need for marketers to do some plain-talking: questions about the likelihood of hitting goals and the value of their investment should be discussed honestly. In addition to that, brands should start preventing customer related issues caused by the corona virus, such as store closures or delivery bottlenecks. In order to have great customer service and online experience, businesses should think about how they can leverage their marketing to address those issues and stay competitive.

So how can we put this together?

Certainly, there is no general answer at this point to the question of what strategy marketing departments can use to adapt to the new situation and how to deal with it.

Nevertheless, a few rules of thumb can be set up to deal with the changed everyday conditions and customer expectations:

Advertising Channels:

There are advertising channels that are currently less successful and less seen than others, resulting in extremely low view rates. OOH (Out of home/billboards) and any physical advertising such as in-store displays, public screens or bus and transit advertising and cross-media-advertising will now decline significantly. Also, digital advertising using geolocations and placed in downtown areas or in and around large business parks will lose its impact in the coming weeks.

The big winners will be digital advertising (in general), TV and radio advertising. Social media attendance is bursting at the moment, channels like Twitter and Facebook to be directly informed and stay ahead of any governmental/official announcements are seeing high user activity at the moment. Because of the high interest in reading articles containing information about the virus and the current public situation, programmatic PPC ads placed on these sites are flourishing. Nearly all public events and meetings are cancelled, many companies decide to close their offices for several weeks, schools and universities stop teaching indefinitely – all this leads to a strong shift to home office, people staying at home as a protective measure and thus turning to their screens.  

This will lead to a significant increase in media use within households, which is different from the way we consume media on the road or at work. 

Audiences:

Shifting the way you target and communicate with your audience is crucial in these times to keep them informed and engaged but also to manage expectations. Many of the customers, especially for companies in the real economy sectors (production of physical products, direct customer contact in the service sector) now want to be as well informed as possible about the impact of the virus on their specific services, what countermeasures they plan to take and what they can expect in the coming weeks. There will be a positive perception of brands that now clearly communicate the effects, measures and limitations of their services and use the channels mentioned under 1. More communication can, therefore, have a very positive effect on the current perception of your brand. 

Conclusion / Take-away:

Considering the above, take into account your specific industry-related issues, market position and degree of (distribution-) digitalization to find a tailored way to respond to the given situation. After all, it’s comparable to a minor economic recession – and taking anti-cyclical action could be your advantage while competing with other companies!

For more information about the current situation of advertising in different industries get in touch with our specialist team today to discuss optimising your ad spend / ad strategy and avoid wasteful campaigns as well as find a tailored solution to navigate through this intransparent times!

Why you should produce HTML5 ads

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.

Responsive ads

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?”

At Blackmilk, we specialise in HTML5 banners and our team will be happy to help your brand grow and thrive in our digital world. Check our services and get in touch with us!