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Why Digital Matters for Travel Industry?

Our Sales & Business Development Team, led by Oliver Wilke, was invited to present digital marketing solutions to over 50 travel agencies that are working within the Galileo network.

Syndacast Galileo Online Event

The event took place at Galileo headquarter in Bangkok and covered the following main topics:

  • Why Go Digital?
  • Why Digital Matters for Travel Industry?
  • Online Marketing with Syndacast in the travel industry

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The Great Digital Marketing Trends of 2016

The importance of digital marketing continues to soar through the years with the development of complex search algorithms to innovating world-changing technologies that set the milestone for change. In the past months, the digital landscape experienced a myriad of changes that paved the way for something greater. For the first time in history, mobile usage exceeded desktop use in 2014, and that number is expected to rise exponentially in 2016. With 2016, just a month and a half away, and many things are set to change in the digital landscape, and the predictions come rolling in, setting up the waves of change.

Digital Marketing

Optimizing for change and adaptability is imperative in the eyes of brands and businesses; when technology changes, so does its behavior and audiences.

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The Great 2014 Milestone: Mobile Internet Use Exceeds Desktop Browsing

By | Jul 9th, 2014 02.02 AM | View all posts in Digital Marketing Marketing Technology & Innovation

This 2014 marks a huge milestone whereby Internet use via mobile devices has finally exceeded desktop browsing. For the past few years, ever since Internet browsing via mobile devices became possible through data services, we finally see the great mobile shift happen.

Time Spent on Internet Desktop vs Mobile

This may not yet be the case for individual countries yet but if you reference to the time spent with the internet by device in the US, the great shift has happened. Many brands are always on a struggle to keep up with the digital move and this recent chart by comScore signals the need to seriously consider integrating all online marketing efforts to address mobile audiences.

A closer look into the figures by Online Publishers Association/Frank N. Magid shows us mobile user behavior:

  • 99.5 percent access content/information
  • 63.1 access the Internet
  • 62.1 percent check email
  • 49.2 percent listen to music
  • 46 percent play games
  • 41.7 percent download and use apps
  • 15 percent make purchases
  • 15 percent read a book

The shift to greater use of mobile devices to surf the Internet also means a change in the way consumers interact with your brand online. While in the past it might have been on desktop computers in the evening or during the weekend, it’s now more during rush hour while commuting, during lunch breaks and late night hours before bed. Perhaps its high time to revisit your mobile marketing strategies for 2015.

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Post-Hummingbird: Link Building is Much Alive and Kicking. Says Who? Why, Google of Course!

By | Feb 24th, 2014 03.47 AM | View all posts in Blog Technology & Innovation Tips & Tricks

While there is all the new hype on the rise of content marketing after the launch of Hummingbird, many online marketers end up questioning the importance of links? Has content marketing really become the new SEO and link building no longer matter? There’s many reasoning for and against this statement.

But one thing we want to flat-out share with you is: link building is not dead and is very much alive and kicking.

Our confidence level? Super high. Why? This is what Matt Cutts says in this video here:

“It turns out backlinks, even though there’s some noise and certainly a lot of spam, for the most part are still a really really big win in terms of quality for search results.”

So how does the rise of storytelling and content marketing factor into the equation. Link building has just gotten more advanced. Rather than building up link volume, Google and other major search engines are now very capable of identifying natural links from topic-relevant websites; a.k.a quality backlinks.

What this means is: if you’re still building your links via mass link building method as oppose to creating quality content to bring in natural traffic, then the probability of Google’s algorithm identifying your link building tactics has just gotten 1,000 times more probable compared to 4 years ago.

On the contrary, good marketing has always been about storytelling, the ability to reach your audience at an emotional and humane level. Good content engages the reader, persuades them and makes them believe in what they are seeing. If they like what they see, they’ll share it. And on the internet, how do you share? At its most basic level, via links. And it’s those natural links that would send positive ranking signals to Google to display your website higher in the search results.

So, content marketing isn’t exactly the new SEO, but in a way you could say: an upgraded, more advanced and sophisticated version of SEO. Do keep in mind, there are over 200 ranking factors, here we’re just saying links building is still one of the important factors not to be neglected and with it comes content marketing.

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What is Adboost?

By | Oct 22nd, 2013 10.00 AM | View all posts in Blog Featured News and Updates Technology & Innovation

So what is AdBoost?

The Short Answer: Syndacast’s powerful proprietary RTB Display Advertising solution.

Syndacast Adboost Numbers

If you’re new to RTB Display Advertising, learn more about the technology and how it could help your business from our fast track guides to RTB Display Advertising, DSP and DMP.

The Long Answer:

AdBoost is Syndacast’s proprietary technology that makes precise, accurate and cost-effective digital advertising possible for your business. AdBoost helps you allocate your advertising budget to target the right audience and optimize so that you get the most out of your investment.

AdBoost is built on four unique and powerful components: Data Management Platform, DSP RTB Solution, Optimization Engine and AdBoost’s Dashboard. With this technology, what you’re looking at is access to 37 billion impressions daily, inventory in 40+ countries, 800 million unique url’s each day and bid calculations at 40ms or less.

Syndacast AdBoost

Most importantly, AdBoost exploits pioneering targeting technology to pinpoint specific audiences as well as specific sites and content types. Not 1 impression is wasted.

Syndacast AdBoost Targeting

And this is just a small peak into AdBoost. To learn how the entire system works in detail leading to precision targeting, download our full AdBoost fact sheet here. Or, prefer to learn directly from us? Feel free to contact us anytime.

Download AdBoost Fact Sheet

P.S. AdBoost is an all-in-one solution for display advertising. So if that is what you are looking for, you are at the right place. Simply drop us an email and we’ll walk you through the system.

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What is DMP (Data Management Platform)?

By | Oct 17th, 2013 10.00 AM | View all posts in Blog Featured News and Updates Technology & Innovation

Assuming you already know what DMPs are and how they work in digital advertising alongside RTB and DSP, skip to the advanced information; download Syndacast’s AdBoost fact sheet here.

Download AdBoost Fact Sheet

DMP (Data Management Platform) is in fact not a new solution but is one that has recently been embraced by digital advertising. It is also commonly known as UDMP (Unified Data Management Platform) and what it is, is basically a centralized computing system that collects and manage huge amount of data from many different sources. The term DMP is most commonly associated with development projects wherein the idea is to help data users to turn raw data into information that could be easily read and support business goals.

Syndacast DMP Data Management Platform

DMP in terms of online media advertising has, to-date grown so powerful that publishers could now literally track users and customers from a multitude of sources such as mobile usage, tweets, banners, and even offline applications. The user data collected from web cookies, a small file that tracks internet user behavior is dissected by the DMP and categorized into segments and groups; organized into useful and coherent information.

The use of DMP far exceeds the buying of ad impressions but also helps publishers in the long run in terms of shaping and defining targetable audiences.

DMP is a solution in itself but is also part of a bigger solution: RTB Display Advertising.

P.S. Are you looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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What is DSP (Demand Side Platform)?

By | Oct 15th, 2013 10.00 AM | View all posts in Blog Featured News and Updates Technology & Innovation

Understanding DSP (Demand Side Platform)

Already versed on what a DSP (Demand Side Platform) is? Just skip to the advanced part and download Syndacast’s AdBoost Fact Sheet here.

Download AdBoost Fact Sheet

In order to participate in RTB (Real-Time Bidding); if you haven’t read our guide on RTB, read it here, you need to have a tool capable of processing massive amount of data sets and calculate bids for billions of impressions. Most importantly, the calculations and bid estimations need to happen real-time. This is what a DSP is. It’s a tool that makes it possible manage huge data sets as well as define campaign rules.

Manually Going Through Ad Inventories

Instead of manually going through all available ad inventories to identify the ones that match your product/service, a DSP does it automatically for you. The tool identifies audiences that you should bid on as well as the media impressions in order to reach the said audiences.

How does it Work?

Before being able to do all the targeting work for you, you first need to feed the DSP with data about the ideal audience such as gender, age, income and so on and so forth.

Once this is determined and set-up you now need the information source where to bid for impressions in order to reach your audience. Data regarding potential ad audience comes in 2 main parts: first party data which is your customer data and third party data (purchased data from other sources). A separate platform helps to categorize the huge amount of data into segments called DMP (Data Management Platform). Read about DMP here.

The DSP Calculator & Automatic Bidding

As previously explained, it is impossible for advertisers to manually sort through all media inventories to target relevant audiences and calculate bids for each, one by one. The DSP technology does this and does it very well, taking just milliseconds in counting to evaluate and calculate bids.

Automatically calculated bids are matched and compared against other bids and the highest bidder wins. On the user experience side, this all happens in the blink of an eye and absolutely no delay in data processing is experienced in terms of website load time.

Syndacast DSP Demand Side Platform

DSP, the Dynamic Optimizer

An important bit of information about DSPs is that it is always ‘learning’. It’s not just about managing and calculating bids but by using historical data, the DSP is able to identify behavior and user characteristics that help optimize your bidding strategy.

This learning ability helps drive advertisers towards optimal performance. In a nutshell, the DSP would only get better at coming up with bid prices for your prospects. However because each DSP is designed differently by the developers and have different algorithm, you might find some DSP more powerful and perform better than some. So do choose your DSP brand wisely.

P.S. Are you an agency looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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How does RTB Display Advertising Work?

By | Oct 9th, 2013 06.00 AM | View all posts in Blog Featured News and Updates Technology & Innovation

First off, if you’re already an expert on what RTB (Real-Time Bidding) Display Advertising is, then go for the advanced stuff. Download Syndacast’s full AdBoost RTB Display Advertising Fact Sheet.

Download Syndacast AdBoost Fact Sheet

Moving on, for anyone still fuzzy about RTB, let’s start with the question of what is RTB Display Advertising? If you’re here reading this post because you’ve found the bits and pieces of information being thrown around the internet difficult to piece together for something halfway coherent, worry not. You’re not alone. The market is in fact falling short of adequately explaining RTB (Real-Time Bidding), DSP (Demand Side Platform) and DMP (Data Management Platform) in layman terms.

What is RTB?

Let’s start with RTB. RTB which is short for real-time-bidding is a major evolution on how digital media is bought and sold. Before RTB came around, display and banner advertising is all about closing ad deals with websites individually via CPM (cost per impression) rates (cost for 1000 visitors of website users to see your ad) and flat rates per month or even CPC (cost per click) rates. Typically, the seller would propose a CPM rate and the percentage of impression distribution over time and/or ad rotation ratios to advertisers.

With RTB, this is no longer the case. Instead, the advertiser conducts their own evaluation and place bids on individual ad impressions as they are about the happen. A third party system is used in this new RTB model. The publishers (website owner with advertising space) make their ad impressions available on third party exchange platforms. Advertisers could then buy the impressions directly through the exchange. Most advertisers do prefer to buy impressions via a separate DSP tool which enhances the bidding process.

The benefits of using a DSP is flexibility such as letting brands/advertisers leverage their own data for targeting ads, and makes it possible to apply sophisticated algorithms for bid optimization.

Let’s take a step back to RTB here. Keep your questions about the DSP you may have for now. (We’ll explain that in detail in a separate post). So when we say: with RTB, advertisers make the call rather than the publisher; how does it actually work?

 

“Different Advertisers give different values for different audiences “.

RTB Target Audience

To illustrate this a bit: Suppose that you are selling high-end women hand bags. Your ideal customer profile would be female with high income between 25 – 38 years old. You may be willing to spend quite a bit of money to ensure these women that fit this profile see your ad. Now considering that half of the women are working moms. A high-end baby product brand are also targeting the same group as you are, and consequently, they might be willing to bid higher that you are in order to show their baby products. Thus, the higher bidder wins and gets to show targeted audience ads for their product/service.

Syndacast RTB

Now that you know how RTB works, the next question you might be having is, what if the RTB platform has little publisher websites to choose from compared to the number of potential websites you could advertise on? First and foremost, choose RTB solutions that are big. As in, choose solutions with a huge database to show for. And again worry not because publishers are in fact quite keen on selling their impressions on RTB platforms for many reasons:

Reason 1: Instead of spending huge money on hiring a sales force team, RTB gives publishers an alternative to sell their entire advertising inventory without the said team.

Reason 2: Being part of an RTB platform means more people get to know about their advertising space. In terms of reach, this beats going the route of direct sales or hiring a media planner.

Reason 3: Targeted audience segments tend to yield more income for publishers compared to generic audience inventory buy based on website traffic because of the higher willingness to pay  for targeted audience.

Reason 4: Finally, RTB is the first solution that comes to mind for any unsold inventory because it is cost effective and really does work.

What does this all mean? RTB for publisher is another great avenue to make money.

As RTB get larger and larger, sorting through the huge amount of ad data and bids becomes overwhelming and defeats the purpose altogether.
This is where the DSP comes in. Stay tuned for our article on ‘What is DSP and Understanding Demand Side Platform’.

P.S. Are you looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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Blackberry 10 Gets Facebook App Update

By | Aug 7th, 2013 09.25 AM | View all posts in News and Updates Technology & Innovation

Launched recently in the Blackberry app store, Facebook users of the device can now update the app that launched with new features. The Facebook update, v10.2.1, adds Facebook chat, enhanced messaging details, quicker scrolling and an enhanced photo experience.

Users will be able to experience a fresh look toward their pages depending on the type of subscribed feeds as well.

This update is free.

Blackberry z10
Image from: abcnews.go.com

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Bing Ads Platform Integrated With Window 8.1 Smart Search

By | Jul 3rd, 2013 07.48 AM | View all posts in News and Updates Technology & Innovation

Bing has just announced the integration of its ad platform with Windows 8.1 Smart Search. What’s Smart Search? It’s a feature that comes with Microsoft’s Windows 8.1 that lets users do a global search across the Web, apps, devices and cloud for a single query. From the user experience, it’s one query for results across the board.

The integration is said to give Bing and Yahoo search network a boost with increased search and click volume. In terms of numbers, according to Microsoft, they have sold over 100 million Windows 8 licenses. The ad results would also include previews of advertisers’ websites as well as the usual site links and extensions. This is a bit like the website preview in search results which Google had running for a while.

Microsoft Windows 8.1 Smart Search

The integration required no additional input from current Bing advertisers. According to David Pann, the General Manager of Microsoft Advertising Search Group, the integration is an example of the direction Microsoft is approaching the evolution of Search. In other words, the company is positioning Bing so that it’s not just a search engine but a centralized service from its partnership with Facebook, Apple and Yahoo that gets integrated with the Windows operating system for enhanced user experience.

We have yet to see how the search volume develops for Bing/Yahoo network advertisers following the integration and whether the ability to showcase products and offerings directly within the Windows interface would attract new advertisers. See the official announcement here.

 

image source: searchengineland.com

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