What is streaming advertising?

What is streaming advertising?

Streaming advertising is the process of advertising a product via a video or music streaming site. These streaming sites include Hulu, Spotify, Amazon Prime Video, as well as many others. Depending on the duration of the media being consumed, users could see up to five ad breaks in one sitting. These ad breaks could span from fifteen seconds to ninety seconds, and they cover a wide variety of products and services. In one twenty-minute episode of television, you could see an ad for a heart medication as well as an ad for a new model of car. Streaming advertising is an innovative way to promote your product or service directly to your targeted audience. At Root and Roam Integrated Marketing Agency, we pride ourselves on our ability to advertise your company via the strategic process of streaming advertisement.

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What platforms offer streaming advertising?

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What are some of the features included in streaming advertising?

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Why should you use streaming as a form of advertisement?

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How can we help you advertise via streaming?

What platforms offer streaming advertising?

As mentioned above, a myriad of streaming services offer advertisements. From streaming music to streaming films, you will likely experience multiple breaks for endorsements. Overall, it is likely that any free streaming services will have ad breaks.These streaming sites will display advertisements to their viewers to make up for a loss in subscription revenue. However, most of these sites will have a paid subscription option that eliminates advertisements from their streaming experience entirely. If a user chooses to not pay for a subscription, then they will be subjected to advertisements to account for the discrepancy in revenue. Services that offer these types of paid ad-free subscriptions include Hulu and Spotify. In the case of Spotify, they title this subscription, Spotify Premium.

Specifically, Hulu offers a wide variety of different streaming plans. Their cheapest plan includes ads, while a secondary more expensive plan excludes them. The cost discrepancy between these two differing plans is about $7.00 a month. One might assume that advertisements are the largest source of revenue for streaming sites. However, this assumption is incorrect, as Hulu receives 54% of its total revenue from subscriptions.

What are some of the features included in streaming advertising?

Streaming advertisements offer more features than any other form of advertisement on the market. These features make streaming advertisement more methodical and user specific compared to cable advertisements. This form of advertisement is not only most agreeable for the product user but the company as well. By choosing to promote your products or services via streaming, you make your own advertising experience direct and efficient.

Some services offered with streaming advertising include:

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Direct Product Placement

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Audience Specification

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Various Forms of Media

Direct Product Placement pertains to the ability to include a direct link to your product within the ad. This can either be an embedded link or a quick response code (QR) within the advertisement. This direct product placement allows for the viewer to quickly act once they have seen your ad.

Audience Specification is the process of specifying whom you would like to see your product advertisements. When you begin to set up your advertisement, you will likely come to a screen asking for the demographic you are trying to target. During this step, you can specify the age range and the location of the people that you wish to view your ad. On some streaming sites, you have the option to choose which genre of media that your advertisement will interrupt. This simple step can create staggering levels of product engagement that are unmatched in other forms of advertisement.

Various Forms of Media are also a huge benefit to using streaming advertisements. Instead of following the same style as every other company seeking advertisement, you have the ability to try new things. As a company, you could choose to follow the standard fifteen second video ad, or you could try something new. Instead of doing a video you could do a slideshow-style advertisement. The sky’s the limit on streaming advertisement.

Why should you use streaming as a form of advertisement?

Within the past decade, cable television viewership has plunged from 76% to 56%. This plummet is almost entirely due to the creation of streaming sites. Streaming sites are beginning to take over as about 78% of American households pay for at least one streaming site, if not more. Logistically, the world of media consumption is turning to streaming rather than cable television, and advertisements are as well. Studies have shown that 34% of cable viewers watch commercials. However, of that percentage, 28% watch them on mute. Streaming is beginning to take over, thus streaming advertisements will officially become the new television commercial. 

Furthermore, streaming sites offer an immediate path directly to the customers that you wish to target. Not only have streaming advertisements been proven to have up to 96% view rates, but they have also promoted brand perception. Streaming sites can use data from the shows users have streamed, their location, as well as their age to present them with ads that best fit their preferences. Meaning your product will only be shown to the demographic of people who are most likely to need or want your goods or services. This algorithm allows for a streamlined process rather than advertising via cable television which is completely at random.

    How can we help you advertise via streaming?

    Streaming advertisements have quickly become one of the most efficient forms of product promotion out there. Not only does this system have higher viewership, but it has also manufactured results. Root and Roam Integrated Marketing Agency has experience in this form of advertisement and would like to help your company find success. From ideation to script writing, graphic creation to filming, if you would like to begin the process of advertisement expansion, please feel free to contact us!

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      GA4

      GA4

      As a business owner, you may have heard of the change that is on the horizon. The coming of the new age is upon us, and on July 1st of 2023, Google will officially move away from Universal Analytics (UA) and transition into Google Analytics 4 (GA4). You may be wondering to yourself, “what does this mean for me and my business?” No need to worry! Root and Roam is here to help.

      While the full step-by-step of changes and differences can be found in google support, we wanted to highlight the biggest changes that may affect you most. In this blog we will cover:

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      What is GA4?

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      What is changing from UA to GA4?

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      How and when to set up GA4.

      WHAT IS GA4?

      Google Analytics 4, also known as GA4, is Google’s next generation of analytics. Within this new platform, Google will track event-based data from BOTH websites and apps. GA4 has made it possible to collect both website- and app-based data to better your understanding of your customer’s journey and behavior. With the fear of personal data sharing rising, GA4 has created a property that mitigates this behavior and tracks cookieless measurement as well as behavioral and conversational modeling. Within their predictive capabilities, GA4 now offers guidance without having to work through complex models: Introducing the next generation of Analytics, Google Analytics 4 (GA4) – Analytics Help

      WHAT IS CHANGING FROM UA TO GA4?

      One of the biggest changes coming to GA4 is the tracking of events. In the old Universal Analytic properties, each event had a Category, Action, and Label with their own hit type. In the new GA4 properties, every hit type now triggers an event in your analytics. GA4 events don’t register Category, Action, and Label. Ultimately, we will need to rethink our data collection to now fit the new GA4 event structure instead of using the same data collection structure we used in Universal Analytics. 

      Another key component with GA4 is the integration of both web- and app-based data. Before, Universal Analytics would solely track what was happening on your website, and you would have to track your app-based data through firebase. GA4 has combined both features to show all your data in one place. 

      GA4 will provide simplified reports. Previously, Universal Analytics would show you multiple lists and reports that could be intimidating to some business owners due to the vast amount of data being thrown at you. GA4 will track the key metrics it thinks you will be interested in and will provide simplified reports to speed up your data-tracking process. This new feature can be seen as good or bad, but for the majority of people, it will make Google analytics much easier to understand. For the more experienced data expert, GA4 will come with a new analysis tool that allows you to drill into your data and get the more advanced metric you may be looking for. GA4 will also track more events by default without extra coding, whereas in Universal Analytics you had to implement code to track things like outbound clicks, site searches, video engagements, etc. GA4 automatically tracks these events without the headache of adding code to your site. A more technical breakdown of differences can be found through Googles Analytic Help section.

      HOW AND WHEN TO SET UP GA4

      While the official date of transition is July 1st 2023, we here at Root & Roam suggest preparing your business for the switch today. With Google understanding that this is a big change for most companies, they have made it so that both properties can run side-by-side while you and your employees get used to the change. One of the biggest reasons we suggest adding GA4 today is that there is no upgrade plan from UA to GA4, meaning that you will not be able to compare historical UA data to the new GA4 data. With that being said, installing the GA4 tag today allows your business to begin tracking data for the future to better understand your month-over-month, and eventually year-over-year data.

      Another reason we suggest installing GA4 today is to get yourself up to par on all of the differences before Universal Analytics is shut down. With both platforms running side by side, both you and your team can take this time to compare the two properties and get comfortable with using GA4. Another key fact is that GA4 doesn’t currently offer everything that Universal Analytics offers. Some metrics are still being added and upgraded on the GA4 platform, so having your old Universal Analytics account will ensure that you aren’t missing any data before the transition.

      With the world of analytics changing rapidly, we at Root & Roam understand that GA4 installation and reporting can be difficult. If you or your business need any help or guidance in this transition, feel free to reach out and talk to one of our experts!

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        Abandoned Cart Emails

        Abandoned Cart Emails

        Online businesses are peaking right now—about 25% of all business conducted in the United States is online. That said, a large number of people shopping online will fill a cart full of products and then abandon it. Approximately 69% of online shopping carts are abandoned and never revisited. These carts will sit untouched because shoppers will lose interest in the products or company. The amount of revenue lost due to cart abandonment can be astronomical. Even if half of abandoned carts were re-evaluated and purchased, monthly revenue would sky rocket. A way to entice shoppers to revisit their carts is by emailing and reminding them of products they almost bought.

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        Why do shoppers abandon their carts?

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        Why should you send abandoned cart emails?

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        How often should you send abandoned cart emails?

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        What should these emails contain?

        Why do shoppers abandon their carts?

        There are many reasons for abandoning online carts. Most are abandoned because the purchase did not seem cost or time effective to the customer. A customer might have felt that shipping and handling costs were too high or that shipment would take too long. Another reason that a customer might leave the business without purchasing anything is a general distrust of the website. If a customer feels that their bank information is in jeopardy, they are less likely to purchase an item. Customers might have also been deterred from a purchase if the checkout portal seemed too lengthy or complicated. 

        A more technical reason behind losing an online purchase might be website difficulty or the device used by the customer. Data shows that the rate of abandoned carts by customers using their mobile devices is 85%. On the other hand, people at their desktops only leave a site without purchasing items 69.75% of the time. Shoppers are likely to make purchases when they are comfortably sitting at their computers rather than on their phones. All of the issues above can be addressed in abandoned cart emails.

        Why should you send abandoned cart emails?

        Email has grown to be one of the largest forms of online messaging. A whopping 92% of digitally active individuals use email as their primary source for online communication.The easiest way to communicate with shoppers online is by emailing and notifying them of the products they missed out on. Data has shown that about 45% of abandoned cart emails have been opened. Of those opened, about 11% of them have resulted in a purchase. Within these abandoned cart emails, you can address some of the customer’s initial concerns that deterred them from a purchase.

        Additionally, you can reinforce your shipping and handling fees or the approximate time of delivery. Furthermore, you could offer discounts or advertise sales that could also push the customer back onto your site. By being clear and restating these details, you could secure a purchase.

        How often should you send abandoned cart emails?

        The first email should be sent about 30 minutes to an hour after the final item was added to the customers cart. When sending this email, you don’t want to seem too eager to point a finger at the customer. However, you don’t want to wait long because the customer might not remain in the mood to make a purchase. There is a sweet spot after a customer has left your site when your business is still on their mind. As a company, you should aim to send the first email while they are still in the deliberation phase.

        The second email reminding the customer of their cart should be sent about a day after the first email. You want to put about a day between the two emails because you don’t want to seem abrasive. Customers might be bothered if you email them multiple times in one day about products they don’t want to buy. There is a fine line between reminding the customer and bothering them about their unmade purchases. As a company, you want to tiptoe that line by emailing them often but not too much. 

        Any additional emails should be spaced about two days apart. As mentioned above, if you email the customer too much, you are likely to irritate them. Sending around five abandoned cart emails is recommended, but after that, you are less likely to get a sale.

          What should these emails contain?

          The first email sent to the customer should consist of troubleshooting for technical difficulties. In this email, you should operate under the assumption that something went wrong during the transaction. Offer suggestions, and simply ask if there was something wrong with their experience.

          The second email is an opportunity to offer promotional deals or information on shipping and handling. This email is where you could provide photos or a list of the items left in the cart. These pictures might entice the customer to revisit your site, and it could convince them to make a purchase. Offering clear details on your return policy might also make the customer more comfortable with spending their money. 

          Any messages that are sent after the second email should consist of general promotions and sales as well as some information on the items left behind. At this point, a sale is unlikely, so it is best to start promoting new items. Now that this customer has filled a cart once, they are more likely to make a purchase in the future. So, it is good practice to remind the customer of your online presence. 

          Overall, emails about abandoned carts will likely result in more revenue and a larger customer base. Within these emails, remember to prioritize customer service and company policy. You cannot go wrong in connecting with customers and promoting your business. If you don’t know where to start in creating an abandoned cart email flow, reach out to Root & Roam Integrated Marketing Agency. We’d be happy to help!

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            The Marketing Funnel—A Recipe for Success

            The Marketing Funnel—A Recipe for Success

            A marketing funnel is a tool that demonstrates the journey of a potential customer from first hearing about your brand to eventually making a purchase.

            There are many versions of marketing funnels; some have many stages, while others have only a few, with different names and business activities performed for each.

            Before we get into the specifics of how the marketing funnel works, let’s discuss the basics.

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            What is a marketing funnel?

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            Awareness

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            Interest

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            Consideration

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            Intent

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            Evaluation

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            Purchase

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            Marketing funnels lead to success.

            What is a marketing funnel?

            The marketing funnel depicts the customer journey as they transition from leads to customers, as seen from a marketing strategy and sales viewpoint.

            The funnel-like structure demonstrates how qualified leads are captured and nurtured through each stage until they reach the point of purchase and become customers.

            Below, we have provided a diagram with the most common and relevant marketing funnel stages, terms, and actions to make this valuable for the widest variety of businesses and brands.

            Awareness

            In the awareness stage, consumers first become aware of a problem or need that they want to resolve. They may not be actively searching for a solution yet, but they are examining their options.

            In this stage, marketers need to create informative and engaging content so that consumers will want to learn more about the product or service.

            Awareness can be generated through various marketing channels, including paid advertising, brand advocates, social media campaigns, blogs and other forms of content marketing, public relations, and events.

            It’s important to note that consumers may not yet be searching for your product or service, so easy-to-find and digest content helps to inform and lead to interest.

            Interest

            The second stage of the marketing funnel is interest. Here, members of your target audience are interested in what you have to offer and may be considering doing business with you.

            It’s essential to keep consumers in this stage updated on your products and services, as well as any special offers or deals you may be running. You can do this through emails, newsletters, social media, and other marketing campaigns.

            By staying in touch with potential customers and keeping your business on their radar, you continue to build their interest and place yourself in the position of providing the product or service they seek as they journey through the buying process.

            Consideration

            The third stage of the marketing funnel is consideration. Qualified leads who have expressed interest in your products or services are now prospective customers.

            Providing more information about your products or services and their benefits helps move potential customers further down the funnel. Automated follow-up email campaigns, testimonials, and free trials or demos can be helpful.

            It’s also essential to address any objections the prospective customer may have. Doing so builds rapport and trust, making it more likely that you will make a sale.

            Intent

            The fourth stage of the marketing funnel is intent. Prospects have demonstrated interest in purchasing your product or service and are now considering becoming customers.

            Consumers at this stage may have placed a product in their cart, made calls to inquire about pricing or other information, commented on your social media, or completed an online form requesting more information.

            Now more than ever, providing a clear and compelling call to action is crucial. This could be an offer for a free consultation, a discount on the buyer’s first purchase, or something else that entices them to take the next step.

            Make it easy for prospects to contact you and learn more about your product or service. Ensure that your website is up-to-date, easy to navigate, and that your contact information is always prominently displayed.

            Helping prospects take the next step increases their likelihood of becoming customers.

            Evaluation

            The fifth stage of the marketing funnel is evaluation—where potential customers make a final decision on whether or not to purchase.

            The main factors influencing this decision depend on how well you have proven that your product or service meets their wants or needs and other incentives you’ve provided.

            Customers will compare your offerings with other companies’ before making their final decision. At this point, marketing and sales should join forces to solidify your product, service, or brand as the best option.

            Purchase

            The final stage in the marketing funnel is the purchase stage. This is where the potential customer has decided to purchase your product or service. They have gone through all the marketing funnel steps and decided they want what you offer.

            Once they have made the purchase, they are now your customer. Continue nurturing and building a relationship to ensure customer satisfaction. Existing customers can lead to referrals and help refill the top of your funnel.

            Marketing funnels lead to success.

            Marketing funnels represent the journey from consumer awareness to lead development to the purchasing process. By providing information, outlining benefits, and addressing possible roadblocks at each stage, you increase the likelihood that potential customers become actual customers.

            At Root & Roam, we can help you fill your funnel and nurture each stage so that you experience success. So whether you’re just getting started or are ready to take it to the next level, we’re here for you.

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            Wireframing

            Wireframing

            Wireframing your project can be helpful to your team. What may feel like an extra step will help in the long run to communicate purpose, placement, and action.

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            What is wireframing?

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            How to make a wireframe?

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            How to read a wireframe

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            Key takeaways

            What is wireframing?

            A wireframe is a two-dimensional creation of a digital or print design that focuses on content, call to action, placement, spacing, and functionality. Wireframes also establish the interaction between the user and the page.

            Making a wireframe is important to your project because it helps you plan ahead what your project needs to work and what it should include before you think about aesthetics, branding, and imagery. Wireframing needs no special software, just a place you can quickly think out ideas and identify your key elements of the page.

            Wireframing is a tool that a team of designers, developers, and users can use as a blueprint for their project.

            Wireframes include but are not limited to:

            • image placement
            • call to action button
            • location and placement of copy
            • navigation placement
            • logos
            • search field
            • breadcrumb
            • headers, including page title as the H1 and subheads H2-Hx
            • navigation systems, including global navigation and local navigation
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            • body content
            • share buttons
            • contact information
            • footer

            How to make a wireframe?

            This is a hot topic with lots of suggestions on the internet for software and technology, but the only thing you need to make a wireframe is your brain. Low fidelity wireframes can be sketched out on a piece of paper. High fidelity wireframes can be more thoughtful on a digital platform, but the results are the same. Digital software allows easy collaboration and duplication, but starting with sketches may help you think through your customer’s journey. There isn’t a wrong way to make a wireframe, but below are the steps I typically take.

            1. Sketch out a low fidelity wireframe to think through the customer journey, needs, and channels.
            2. Recreate the sketch in a high fidelity wireframe using a collaborative software such as Adobe XD.
            3. Illustrate the user experience above the scroll, and connect any interactions in the prototype tab.
            4. Try making wireframes using a phone first, since this is the most typical digital use and the most challenging for accommodating information.
            5. Share the wireframe with your team or client, making sure they have a place to give feedback and adjustments.
            6. Revise and approve.

            Once your wireframes are approved, start working on design and development.

            How to read a wireframe?

            Remember—wireframes are meant to provide just a little information, so make sure you are asking the right questions when you are looking at a wireframe. Make sure you can navigate through the customer journey and make sense of placement.

            Rectangles with X often represent photos, and buttons are symbolized with a rectangle. Below are some awesome resources from Adobe that identify the symbols and uses: {Download these Free Resources from Adobe.}

            Summary—Don’t be afraid of wireframes. The time they require can be intimidating at first, but the time they save in communication will be essential in later levels.

            CTA—Need help planning your next project or wireframe? Let Root and Roam help you plan your next customer journey. Call today for a consultation.

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