https://blog.karljtaylor.com/categories/advertising/ Recent content in Advertising on Karl Taylor Hugo -- gohugo.io en-us Fri, 31 Jul 2020 12:00:00 +0000 https://blog.karljtaylor.com/blog/2020-07-31-talking-about-tiktok-ads/ Fri, 31 Jul 2020 12:00:00 +0000 https://blog.karljtaylor.com/blog/2020-07-31-talking-about-tiktok-ads/ Talking About TikTok Ads Earlier this week, I sat down with the team at Brantik to talk about TikTok and how the TikTok ads platform was likely to change as it continued to evolve. Check it out below! https://blog.karljtaylor.com/blog/2018-11-02-how-i-m-mostly-buying-instagram-ads/ Fri, 02 Nov 2018 20:38:04 -0700 https://blog.karljtaylor.com/blog/2018-11-02-how-i-m-mostly-buying-instagram-ads/ I’ve loved Apple’s Screen Time feature. It’s got me paying more attention to what I’m doing and being a little more intentional with the way I use some of the different apps I’ve come to rely on. One thing it’s taught me is that I spend way too much time on Quora. I wrote up an answer to a question earlier today about buying Instagram ads that didn’t target your followers, and it got me thinking about something I’ve noticed a lot over the course of the last year. https://blog.karljtaylor.com/blog/2017-02-13-but-ads-dont-work-on-me/ Mon, 13 Feb 2017 00:52:10 +0000 https://blog.karljtaylor.com/blog/2017-02-13-but-ads-dont-work-on-me/ Why It May Be Time To Rethink Your Skepticism I still remember the first time I studied ads in school — it helped that it was eighth grade english. The unit took a few weeks, and in hindsight it had to have been written by advertisers. I say that because one of the key learnings was that the most important part of any advertisement was the “call to action.” My teacher explained that by studying the call to action you could “get behind” the persuasion of any advertisement, and by thinking critically about the world around you blah blah blah blah blah. https://blog.karljtaylor.com/blog/2017-02-10-why-its-worth-the-long-hours/ Fri, 10 Feb 2017 00:31:24 +0000 https://blog.karljtaylor.com/blog/2017-02-10-why-its-worth-the-long-hours/ I still remember one of the first nights it occurred to me that I’d need to stay up and watch how an ad served. We had been experimenting with a few different global audiences for an App. One particular audience segment was performing particularly well throughout what would for me have been the overnight hours. I needed to measure comments at the same time that I was making changes. There wasn’t any way around it but to power through. https://blog.karljtaylor.com/blog/2017-02-06-why-isnt-anyone-clicking-my-ad/ Mon, 06 Feb 2017 17:50:49 +0000 https://blog.karljtaylor.com/blog/2017-02-06-why-isnt-anyone-clicking-my-ad/ The Problem With Performance-Based Pricing Models Over the past few weeks, I’ve grown increasingly uncomfortable with client deals structured around metrics like cost per click. It’s probably a little out of character, but as these alternative arrangements gain popularity, it feels worth pointing out that we may still have a few things left to work out. Metric based pricing is one of the more promising precursors to performance-based pricing. Structuring a deal around a metric (in theory) makes for better alignment between in-house teams and out-of-house talent. https://blog.karljtaylor.com/blog/2017-01-30-but-the-answer-is-right-there-a-case-for-project-based-assessments-in-advertising/ Mon, 30 Jan 2017 19:16:51 +0000 https://blog.karljtaylor.com/blog/2017-01-30-but-the-answer-is-right-there-a-case-for-project-based-assessments-in-advertising/ I’m noticing a startling trend. Over the past few years the number of job functions related to marketing online have grown dramatically. Roles haven’t always kept up and some shops always seem to have a slightly different way of doing things. I first noticed this trouble when we began working through rounds of contract and part-time talent. Breaking apart who was responsible for what on a team is a chore. https://blog.karljtaylor.com/blog/2016-12-30-but-how-long-will-this-take/ Fri, 30 Dec 2016 20:41:35 +0000 https://blog.karljtaylor.com/blog/2016-12-30-but-how-long-will-this-take/ The Time It Takes For Your “Marketing To Work.” I’m going to let you in on a little secret. Imagine you have a mobile app that gets 100 downloads a day and you’re trying to decide if you should invest in marketing. For every 100 people who download your app, 5 become a paying customer. You’re averaging 5 new customers a day. For the sake of easy to follow numbers, let’s assume that each new customer is worth 10$ to your business — after costs and the App Store’s cut are taken out. https://blog.karljtaylor.com/blog/2016-12-13-i-wish-other-people-could-find-your-articles-too/ Tue, 13 Dec 2016 02:32:43 +0000 https://blog.karljtaylor.com/blog/2016-12-13-i-wish-other-people-could-find-your-articles-too/ Something I Learned Today. One of the rather enjoyable parts of my job (and I should know, I’ve written about it before) is that I get to spend a lot of time thinking about why people consume the media that they consume. Part of doing that in a way you can actually manage means building up systems that make it easier to sort through massive amounts of information. One of the first tricks I learned when I started out working with smaller teams was that while every founder wants to run a brand with national reach, the truth is getting to that threshold is expensive. https://blog.karljtaylor.com/blog/2016-11-17-what-i-think-content-shock-really-means-for-advertisers-and-marketers-alike/ Thu, 17 Nov 2016 02:04:44 +0000 https://blog.karljtaylor.com/blog/2016-11-17-what-i-think-content-shock-really-means-for-advertisers-and-marketers-alike/ I’ve written a lot of articles over the course of the past year. Only of a fraction of them have made it here, and I’m not sure that I even know where I’d start trying to make an accurate accounting. It’s easy to forget just how often the answer to the growing troubles of content shock is “better” which really isn’t that far off from “more.” That work doesn’t come out of thin air. https://blog.karljtaylor.com/blog/2016-10-25-the-problem-with-widget-5/ Tue, 25 Oct 2016 16:48:52 +0000 https://blog.karljtaylor.com/blog/2016-10-25-the-problem-with-widget-5/ A few years back, the advertising world was caught up in a debate over the relative values of “Rational” and “Emotional” messaging. Emergent digital targeting data and performance analytics made quick work of the conversation… …or you’d think so, but that would make too much sense. There’s a misconception that’s still all too common amongst teams that aren’t up to spec on performance data. This idea is so toxic in part because it means many believe that if they don’t berate the customer, the customer won’t know you’re selling a widget and they won’t know what to do with the information you’re sharing with them.