Nicole and Jon both have made their careers as advertising professionals and heard all the sarcastic jokes at dinner parties about it. But why does it feel like more than ever people distrust advertisers and marketing? Polls show that advertising professionals rank alongside lawyers as some of the least trusted professions by the general public. While our hosts are a little biased, they have some theories as to why the climate is so negative in advertising and what our industry can do to correct it.Read More
We created an extensive training document for the Shape platform. This extensive document covers our platform from top to bottom. Deep dive into every nook of the platform or jump directly to more information on a specific feature.Read More
Recommending budget increases to your digital advertising clients is nerve-racking. Learn how to turn reticent clients into top spenders and what will scare clients away.Read More
In 2013, I heard Horace Dediu describe Google's business model using the analogy of catching fish with a net at the mouth of a river.
To me, it's still the best simplification of why Google and parent company Alphabet do what they do.Read More
Few things keep digital advertisers up at night more than the looming threat of mismanaging advertising dollars. For advertisers that manage accounts with fixed budgets, managing campaigns and hitting performance targets is even harder. Budget pacing gives advertisers more control to achieve their spend and performance metrics.Read More
The Google Advertiser Community provides a forum for digital marketers to post questions, articles, and more regarding Google’s advertising products. We share a few tips and tricks we use to uncover hotly-discussed PPC topics and question for blog posts.Read More
Whether you’re just getting started with Shape or are a long-time customer, it can be useful to have a process broken down step-by-step so you know exactly what steps to take. We’ve been hard at work creating checklists on common setup processes, and will be adding more in the weeks to come.Read More
Every year, Mary Meeker releases an annual report that focuses on the most popular and interesting trends being seen in the broad spectrum of the "internet". Jon and Nicole dove into the slide show and pulled out 20 slides to discuss. On this episode of Shape the Conversation, they analyze the trends displayed on those slides and ask what the data means for the future of technology and humanity.Read More
Teams waste hours manually pulling spend reports for clients or creating invoices at the end of billing cycles that they should be spending optimizing.
Agency budgeting software can eliminate those wasted hours, allowing teams to manage more clients, improve profitability, and ultimately grow business.Read More
Are you preparing to make the jump from digital marketer to department manager. Learn how four skills that you cultivate as a digital marketer can help you become a better people.Read More
We've been lucky enough to get promoted to a manager role in our careers. But leading a team is hard. In this episode, we talked about what we learned from our experiences and how you can think about making the transition yourself.Read More
Create a great experience for buyers by adjusting your chatbot messaging based on the ad that got the click.Read More
Performance of infinite scroll technology depends on the context of the page it’s being used on, but in general, pagination/”Load More” buttons proved to be superior from a usability standpoint.
So what are the implications for your website? Here's one for digital advertising and one for SEO.Read More
Discover seven great personalities, brands, and publications featuring the best PPC writing on Medium.Read More
The simple way we use Sitelink Extensions to drive pricing conversations to our chatbot.Read More
People are spending more time in virtual reality worlds.
Where people go, ads will follow.
VR will no doubt alter the digital marketing landscape.
No one knows for sure but here are some ways I think VR will change the day-to-day for digital marketers over the coming years.
Creating Ads Designed for VR Experiences
Google needs to put ads where people spend their time. As more people spend time in VR worlds, that’s where Google wants ads to be. The future health of Google’s display ad network will rely on its ability to monetize people navigating VR spaces.
They shared a quick GIF of what the ad unit might look like:
The ad is not earth shattering when viewed in 2D. But it does demonstrate the nuance of how VR will change how people interact with ads.
The white dot in the GIF indicates where the person wearing the headset is gazing. You can ‘click’ or select something in a VR world simply by looking at it and holding for a beat. That action is a completely new paradigm to consider as a marketer.
Gazing Replaces Clicking
From Google’s announcement:
By tapping on the cube or gazing at it for a few seconds, the cube opens a video player where the user can watch, and then easily close, the video.
In VR worlds, a user’s eyes have a lot of control. The headsets can tell where you are looking. In order to activate an ad you might only have to gaze at it for a couple moments.
Marketers may have metrics like ‘gazes’ instead of ‘clicks’ in their Adwords UI in the future.
I have worn a VR headset and used my eyes to navigate around. It’s trippy. When I returned to the office, I was more aware of how my eyes navigated to many places on my screen that my mouse did not.
No longer will you look at an ad and decide if you want to expand it. The ad will pop open if you gaze at it for long enough.
Imagine being immersed in an Excel sheet or controlling your favorite PPC software with eye or head movements. With VR, you will no longer be limited by the edges of your monitor.
I think this will allow marketers to consume larger amounts of information at once due to the sheer size of VR displays as compared to monitors.
HP has a VR Workstation currently available.
But, a VR workstation is still a lot to lug around today. Headsets will grow more powerful, and when combined with a paired cell phone, that may be all most people that work in the cloud need.
Modern companies might simply have walls of VR headsets that employees grab from.
Conferences are a big part of some digital marketers lives.
Many of polls I see still list speaker-presented content/sessions as the number one reason to attend a conference. The number two reason is networking.
You don’t have to be in the same room to get value from a talk.
Great speakers are powerful and often more powerful in person. But I’ve had the hair stand up on the back of my neck watching a YouTube video too.
Many conferences already live stream their events today. VR is a natural extension.
In VR, the presenter is not limited to what can appear on a screen behind them.
Instead of some well designed slides, presenters could completely transport the audience to a different time or place during a presentation.
Companies such as TheWaveVR have shown that people will attend concerts in virtual reality. Artists love having extra tools at their disposal to create engaging experiences for their fans.
With the costs of attending a digital marketing conference continuing to increase, I see opportunity for VR to deliver compelling experiences for a fraction of the cost.
Will VR Completely Alter Digital Advertising as we Know It?
Yes. But not for a few years.
VR must overcome several societal hurdles to gain mass adoption from living rooms to workplaces. But sales of VR/AR units are growing.
IDC projects 2018 sales of 12.4 million units — up from around 8 million unites sold in 2017.
By 2022, sales are expected to grow to over 65 million AR/VR units.
It may not happen next year, but we’ll be gazing at ads in VR worlds sooner than most think.
Digital marketers will have to adjust accordingly.
Author: Jon Davis, CEO at Shape
I spent years as a PPC consultant and agency analyst before focusing on making software.
I enjoy thinking about how technology fits into the future of digital marketing and how it's used within agencies delivering great results for clients.
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