Daniel Ben-Nun
Founder at Adspace
Website Address: www.danbennun.com
Frank Demming
President/CEO at Local Business Marketing Solutions
Website Address: https://www.lbmsllc.com
Stefanie Gonnella
Director, Programmatic Media at Closed Loop
Website Address: www.closedloop.com
Each week on “Advertising Champions,” our host talks to advertising experts across the country. This week our host speaks with Daniel Ben-Nun from Adspace, Frank Demming from Local Business Marketing Solutions, and Stefanie Gonnella from Closed Loop.
What is one tip that you would give when it comes to advertising?
Daniel: Understanding your customer metrics, your purchase cycle metrics, your funnel metrics, and your LTV metrics. This is what helps create great ad campaigns.
Frank: Ensure your messaging is congruent with what your other digital assets as portraying What are the major challenges that you (and/or other advertisers) face today?: Not having a robust follow-up system
Stefanie: One tip that I would give when it comes to advertising is to keep your campaign setup as open/expanded as possible. When your campaign is extremely segmented by numerous audiences and budgets are spread then across tactics, this can negatively impact performance and decrease your reach. It is important to have audience segmentation, but only when and where it makes sense, i.e. is the audience large enough? Does the creative and landing page correlate with this audience, thereby providing a cohesive user experience? If not, it’s best to consolidate multiple audience segments into one.
What are the major challenges that you (and/or other advertisers) face today?
Daniel: Post-iOS14 Facebook results are changing digital advertising and opening up new ad channels.
Frank: One tip that I would give when it comes to advertising is to keep your campaign setup as open/expanded as possible. When your campaign is extremely segmented by numerous audiences and budgets are spread then across tactics, this can negatively impact performance and decrease your reach. It is important to have audience segmentation, but only when and where it makes sense, i.e. is the audience large enough?
Stefanie: The major challenges from a Programmatic standpoint really stem from proving the importance of this channel when it comes to driving conversions. Attribution modeling is key and looking at the full consumer journey and communicating to your clients that while channels like Paid Search and Email may typically receive the majority of last click/last touch credit, Programmatic commonly is what introduced or influenced that conversion. Additionally, sometimes having enough scale (available impressions) with a particular partner is a problem when we, for example, can only run in certain DMA or zip code areas. Inconsistent partner/vendor communication can also be a rare, but sometimes unfortunate occurrence.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
Daniel: More opportunity for ad placement
Frank: It’s helped my clients get more exposure at a lower cost.
Stefanie: We are definitely communicating the importance of advertising in this space with our clients and some are running campaigns currently and seeing success with partners like Hulu. We communicate CTV as another important medium we wish to advertise in, in order to appeal to a different audience, which is becoming more and more prevalent since Covid.
