network

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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To get ahead in your career, it helps to have connections that can lead to bigger and better things. From schmoozing and scheduling to socializing and speaking, networking is a nice way to grow both personally and professionally.

It can take some practice to get your networking skills down but as you continue to meet new people and perfect your pitch, you will find that networking can enhance your professionalism and productivity.

Here are some wonderful ways to network, from online to in-person. Try one or test them all, as the more you expand your circle, the better your chance for meeting the right people who can steer you towards success. And vice versa.

Trade Show/Conference

Trade show customerattraction.com

Big and bustling, trade shows and conferences reel in the masses. As you spend a day or two networking in a "big pond," you'll work the room and make the most of like-minded individuals who converge to connect. As recommended byIdealist Careers, "If you can, figure out who will be at the conference ahead of time and try schedule a time to meet." This way, you can hone in on a few key people who will bring the "quality" to the "quantity." Then again, you never know who you may bump into, so leave your options open and be willing to keep your schedule loose. Exchange contact info and follow up swiftly.

LinkedIn

LinkedInhttps://im.mtv.fi

Hop online and use the power of the web to work up key connections. As Walsworth notes, "Like any social site, LinkedIn is about networking, but because it is a site that's focused on professionals and businesses, your company can network effectively with prospective client organizations." Just remember, this isn't like Facebook or Twitter where the entertainment value is at the forefront. Walsworth recommends, "Don't link with people just to build the number of connections you have. Use your connect requests more strategically to engage and build relationships with your target customers and influencers in your market space." LikeDummies points out, "You can connect with past co-workers, employers, and Fortune 500 executives. You never know who will accept your invitation."

College Alumni Association

Alumni associationwww.lycoming.edu

The perks of a college education don't end at graduation. Keep your college connections current by being actively involved with your alumni association. As per The Muse, "If you live in a large city, there's likely some kind of alumni organization already set up there. Either way though, you should reach out to your school's alumni center and ask how to get in touch with local alums. Then, take the next step and actually attend the events." Having that common bond breaks the ice. The next step is to find ways to move from the classroom to the board room and prove that your alma mater matters.

Past Employers

Past employer economicdevelopment.org

No matter your reason for moving on from a previous job, maintaining a professional and cordial relationship with past employer(s) can help you down the line. Never leave a job with a bad taste in anyone's mouth, even if you were fired or left on less-than-ideal terms. As The Muse explains, "Upper level managers tend to be well-connected. So, maintaining a friendly relationship with previous employers is important and beneficial for you in the long run. They'll likely be willing to introduce you to some of their own connections, as well as give you a heads up about opportunities you might be interested in." One day, when you're in their position, you can pay it forward to the up-and-comers seeking your level of success.

Charity Events/Volunteer

Volunteer media.glassdoor.com

Giving back is a gift in of itself, but your charitable sensibilities can help you in your professional life too. This win-win scenario is a surefire way to network with both care and a cause in mind. According to Small Biz Club, "Charity events are often the best place to meet wealthy and serious investors, and attending an industry-specific charity event can be a boon to your business in terms of networking." Idealist Careers adds, "Volunteering allows you to help others, meet people who share your passion, and learn more about your community." And isn't that what networking is all about?

So go on. Get out there and network! New faces, new places, and new experiences are waiting for you to make the first move.

Shapr

Sometimes it feels like it's impossible to meet new people and make real connections. Everyone is busy with the hustle and bustle of everyday life and where are you supposed to meet people anyway? In college, you could meet in classes and connect through mutual interests or assignments. But once you've entered into the workplace, that all seems to change and become much more difficult. There's a new free app called Shapr that recognized this problem and attempted to fix it, or at least make it much easier to network.

Shapr is kind of like a mashup between a dating app and LinkedIn. Once you've signed up for the app and filled out your profile, it suggests people in your area based on your interests, location and professional experience. Just like Tinder or Bumble, you swipe (anonymously) and will be notified of a match when the algorithm matches your shared interests, but rather than a romantic match you'll meet your professional match. According to their site, some of the top things people are seeking through networking is ideas and inspiration, funding, potential investment, mentorship, new talent, freelance projects, and meeting new friends.

Shapr

Rather than continuing the fruitless attempt at making virtual "connections," the Shapr app helps to match you with people who have similar values and goals. With this app, you can be matched with 10-15 new people a day and meet up in person to talk about your next big idea or even collaborate on a project together. The Shapr blog lists success stories from people finding new jobs to helping people chase their passions and overcome their fears. Shapr is quickly becoming an app that's not only important for networking but also an excellent resource for people of all ages and at all experience levels.

Shapr

According to their site, "Networking should be a joyful experience, because It's about meeting new people. It's not just a trick to generate more sales or find some humdrum job – we see it as a lifestyle. Connecting regularly with inspiring individuals is the key to a more meaningful, fulfilling, healthy existence. And that's why we made an app."

Shapr

Perhaps you're looking for friends with shared interests, a mentor in your chosen field, or someone to collaborate with, but no matter the reason, Shapr is sure to have someone (or many) for you to connect with. And in this busy world that may be just what you need.