The best advertising strategies for online ads, from the likes of Netflix to Facebook to Amazon, will be the focus of this week’s ad market analysis session at the 2017 ad industry conference in Toronto.
The session, sponsored by Thomson Reuters, will highlight the most successful advertising campaigns in the past 12 months and will offer insights on what to look for in the next phase of online advertising.
The session will cover topics like the best digital marketing strategies for offline and online advertising, how to use social media to drive better ad copy, and the importance of online and offline data in marketing campaigns.
The sessions will also explore what advertising companies are doing to build and scale their businesses to meet the ever-changing needs of consumers and advertisers.
As an example of the session’s focus, Thomson Reuters will highlight a recent study that found Facebook’s Facebook Live video platform, which features live chats and video streaming of events, has a 25 percent higher conversion rate on video views than YouTube and that it’s more relevant than YouTube’s Live service for advertisers.
The company also recently announced it will offer its users a new advertising platform called “Ads Plus,” which will give users the ability to customize ad placements in the web, mobile, and desktop ad platforms.
The Thomson Reuters ad market analysts panel will also discuss the impact of online platforms such as Snapchat, Pinterest, and Instagram, which have recently gained traction in the ad market.
While these digital platforms are expected to drive the bulk of ad spend in the coming years, advertisers should be wary of letting them be their mainstay.
While social media platforms such for example Instagram and Snapchat have seen an increase in engagement, their overall success is limited by the fact that their advertising revenue is heavily dependent on the number of people who are interacting with their ads.
In the upcoming years, however, more platforms will see the opportunity to monetize the digital presence of their advertisers, and those companies will likely be willing to take on more of the marketing burden.
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