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How To Find Efficiency With Native Advertising

In the age of the digital duopoly, network diversification is more important than ever.

Ever-changing privacy and data policies surrounding major platforms like Facebook and Google mean that advertisers can never have 100% certainty on the effectiveness of their advertising.

That's why over the past decade, native advertising has exploded as a unique opportunity for content markets to reach unique visitors (often for a fraction of the cost required from popular social platforms).

Native advertising can take on many forms, but at the end of the day, it's all about getting your content in front of a user who is already reading similar content. Native is a technique used in paid advertising that matches the look, feel, and function of the media format in which they already appear. Therefore, native advertisements don't look like advertisements at all considering their non-disruptive context.

But considering the extremely high efficiency of traditional social media ads, why even bother with native advertising? For one, consumers actually view native ads 53% more than display ads. Moreover, these native ads allow for an 18% increase in purchase intent with a smaller increase in visual engagement. Finally, native ads can fight ad fatigue as brand exposure cloaked in editorial content will not tire out your audience as quickly as display ads.

And while there are many different types of native advertising, here at GeistM, we pride ourselves on our proficiency in programmatic native advertising. Programmatic native advertising brings native to a new frontier by enabling brands and businesses to optimize their native advertising ROI (Return On Investment) by using programmatic auction of native ads via RTB (Real Time Bidding).

To offer a quick overview of how this works, first a SSP (Supply Side Platform) sends a bid request on behalf of the publisher. From there, the DSP (Demand Side Platform) responds with metadata metrics such as headline, thumbnail image, URL, or description text. Based on the relevancy of the metadata and the competitiveness of the bid, the SSP selects the winning ad and configures the native ad into a template fit for a web page or app.

However, what really makes or breaks success when it comes to native advertising is the targeting and optimization efforts. For example, GeistM recently set out to lower the CPA of a client in the Health & Wellness vertical through native advertising efforts. To accomplish this, we leveraged Verizon Media's Predictive Segments which is composed of over 2 billion digital touchpoints directly tied to pixel events which dynamically refresh on a daily basis. The result saw turbo-look-alike audiences that provided significant traction from the get-go, lowering CPAs by nearly 300% over several weeks.

Similarly, GeistM leverages a similar feature courtesy of Taboola called Attentive Audiences, instead of traditional remarketing audiences (like site visitors) to drive down our client's retargeting CPA. Taboola's Attentive Audiences are constructed via the Taboola Pixel which helps the algorithm define a retargeting audience based on a myriad of customer behaviors such as number of recurring visits, time spent on site, scroll depth, number of pages viewed, and more.

Arguably our most used platform when it comes to native advertising has to be Outbrain, and for good reason. Of all of the programmatic native ad platforms out there, Outbrain gives marketers an extremely flexible pay-per-click model that provides full control over how your budget is spent. Targeting and exclusions based on CPCs allow you to maximize ROI by making adjustments to dimensions such as geo-location, device, time of day, publisher, creative, and more.

Not only does native advertising provide an exciting opportunity for diversification, it can also be extremely economical if done correctly. To get started on your native efforts, contact us today at [email protected].

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​The Power of Performance Marketing In The Virtual Age

The events of the last few months have meant that companies have had to rethink their marketing efforts, with companies everywhere pivoting to direct response. As the Coronavirus pandemic has shifted from an initial unknown into a new normal, businesses have had to evolve with the times.

Companies across all industries are struggling to survive and marketing will be an essential part of their recovery. Instead of cutting budgets, it is vital that companies focus on new customer acquisition and pivot their attention fully to performance marketing. What differentiates performance marketing from its traditional counterparts is the necessity to constantly innovate, pay for results, and track performance on a far more granular level.

But what does the paid marketing landscape currently look like? The first month of the pandemic saw paid social take the biggest hit, with a 45% decrease in spend noted in March. However, with this downturn comes a golden opportunity for smaller businesses to capitalize on cheaper CPC's and CPMs on both social and native networks. Since its inception, the internet has been in a constant state of evolution, making it difficult for marketers to keep up with the ever-changing trends.

Although the future is uncertain, one way that you can continue to grow your business is with the right kind of performance marketing. Don't spend less, spend smarter. That's where GeistM comes in.

GeistM is a full funnel performance content marketing and technology company that has driven billions of dollars in revenue for their clients in the last few years alone. The MarTech platform creates many forms of content - from written articles to videos, all promoted on behalf of a publisher in order to acquire the highest value customers, at scale, efficiently.

GeistM's data driven model is more than a vendor or partner; they're an extension of their clients internal marketing departments. On top of testing successful combinations of front end creatives and content, a robust range of social and native networks and targeting strategies, GeistM provides their partners with their expertise on landing pages, paid search, and SEO.

GeistM's silver bullet is BlackFire, their proprietary technology that provides incredibly granular data in real time. BlackFire's range of capabilities include conversion tracking, creative reporting and insights, live performance reporting, API connection to most major networks and orderID and macro passback.

GeistM's content marketing strategy is all about answering your customers' questions - so they arrive at your website fully informed and ready to purchase. Their mission is to secure you higher lifetime value customers for the lowest CPA possible. With so many people being smarter about the purchases they are making, this additional step in the funnel results in higher conversion rates, higher average order value, builds brand loyalty and increases buyer retention.

Performance marketing is the best solution for growing your business during such an unstable time, and GeistM will continue to evolve to meet the challenges because they're uniquely equipped to do so.

To learn more, check out GeistM.com or drop us a line at [email protected]

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GeistM Ranks High On Inc. 5000's Fastest Growing Company List

GeistM has ranked #433 on Inc.5000 elite list of America's fastest growing private companies. The annual index, which has previously honored current leaders in their fields like Microsoft, Dell & LinkedIn, gives you a glimpse at the fastest growing independent small businesses taking the US economy by storm.

GeistM, the #1 Performance MarTech Platform powering digital marketing for a portfolio of top class brands and innovative startups, has reported 3 year revenue growth of 1,157%.

Kevin Fortuna, Founder and CEO of GeistM remarked: "Our momentum is building, and we expect our explosive growth to continue. GeistM's performance-driven, partner-friendly business model -- together with our best-in-class technology, our close relationships with network partners and the top-notch work from our talented staff -- are creating a 'virtuous cycle' for our business" .

GeistM is a part of a prominent group of companies featured on the list, who are not only competitive, but have collectively achieved an astounding three-year average growth of 538.2 percent. The Inc. 5000's mass revenue was $206.1 billion, and is responsible for creating 664,095 jobs.

"Our data-driven model enables us to identify and scale winning combinations of content elements, offer dynamics, networks and targeting strategies. At GeistM, we don't think of ourselves as an ad agency or a "vendor" – we're an extension of the marketing teams of our partners. We look for category-leading companies with complex or unique value propositions and the capacity and commitment to scale spend in proven channels of customer acquisition. Our best-of-breed MarTech platform, BlackFire, and our obsessive focus on performance-driven results for our clients, have been the driving factors of our success."

GeistM has exhibited staggering growth in recent years, and it can be attributed to its winning combination of talented staff and innovative approach to marketing technology. The measure of GeistM's worth is clearly evident by not only its skyrocketing success, but by the glowing customer testimonies they receive. "The team at Geist has knowledge and insight unlike any other platform and partner I've worked with. Their passion for product marketing, ability to optimize and propose new ideas makes them the ideal partners to work with."

If their astronomical growth so far is anything to go by, GeistM shows no signs of slowing down and will continue to rise above the rest.

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