Digital Advertising: More than just banners
At UM Birmingham, our in-house display team operate across all paid digital media, enabling us to fulfil integrated campaigns across the full purchase decision funnel.
Activating digital adverts during the times, contexts, places and moments that matter ensures the continuity of media strategy (from planning, creative conception to implementation). These are catered for through a variety of targeting techniques and placement opportunities.
Working alongside Digital Media Partners either on a managed service basis or across in-house self-serve platforms; data is central to every campaign. The utilisation and layering of first, second or third party data ensures that we are targeting the right user, at the right time and in the right environment. Our integrated campaign insights enable constant optimisation, learning, and better informed future activity.
Display adverts can be used as an ‘always on’ strategy (ideal for long term brand building in order to grow sales), or short term tactical campaigns to support marketing goals (for example, promote limited offers, increase retail footfall, or deliver incremental TV reach).
To respond to a variety of objectives, we access a full spectrum of display media including programmatic, video, paid social, email and affiliates, to deliver impactful media campaigns.
With attribution reporting, display advertising becomes more attainable for marketing teams. Instead of a last-click or ‘fame’ medium, we create business cases for our clients to reimagine their media strategy based on true ROI.
- Strategic Channel Planning
- Media Owner Briefing
- Media Negotiation & Booking
- Trafficking, Tagging & Implementation
- Ongoing Campaign Management
- Reporting & Optimisation
- Reconciliation & Billing
- Post Campaign Analysis
Our social campaigns extend to all platforms including; Facebook, Instagram, Twitter, Pinterest, Snapchat and LinkedIn, depending on the consumer mindset and campaign objectives.
LIVE is our fully integrated social media division. LIVE offers everything from social strategy to community engagement, content creation, campaign activation, channel management, paid social, and influencer to listening and analytics. Our dedicated social media consultants help deliver class-leading social activation for national and international clients, both in-market and globally.
Affiliates reach prospective customers who are specifically looking for incentives (for example, cashback) before they make an online transaction. Placements can be targeted to audience interests across a variety of sites and platforms, such as Quidco and TopCashback.
Affiliates are sometimes stigmatised for converting a less brand-loyal audience. However, research into lifetime value often disproves this theory. Consumers now expect brands to be present in these environments as part of their purchase journey.
Aggregators, otherwise known as comparison sites (think MoneySupermarket), are the ultimate destination for users searching for deals or product recommendations.
Users can filter their criteria to receive personalised results. Depending on the vertical, for example, credit cards, loans, or energy providers. Our role is varied, from managing the product listing to overall fulfilment and attribution.
Animate, Dynamic, Creative
Rich media traditionally includes video or interactive elements, immersing the user into the brand, as well as educating and generating ad recall. Dynamic messaging offers the opportunity to customise creatives within a predefined template.
53 million people use social media in the UK, spending on average 1 hour 50 minutes per day
Digital Advertising Statistics
Don’t take our word for it, just look at some of these tried and tested digital marketing statistics.
57% of display advertising spend is now across mobile versus desktop
Video advertising spend is the fastest growing channel (+46% YoY)
Today 80% of display advertising is traded programmatically
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We'd love to answer any questions you might have and see if there are any opportunities to work together. Let's create an exceptional online campaign and make meaningful connections with your audience.