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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.

Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

Remember the days when all a brand had to do to grab our attention was run an emotional ad that had us rushing to stores to purchase the advertised product? Think about the first time you saw the Cadbury ad of the gorilla drumming to Phil Collins or the 1984 Apple ad that played during the Superbowl. These adverts were different, and are still remembered to this day. However, while creating captivating adverts can easily be done, consumers have grown weary of traditional adverts and marketing efforts that keep convincing them to buy one product after another. So as marketers, what can you do differently to still captivate your customers today?

Leverage consumer lifestyles and incorporate that into your marketing efforts. 

There is a lot of noise out there in the advertising and marketing space; if you want to stand out from the crowd, you need to create an enticing aura around your products instead of making it a 'must-have' product. Make consumers want to include your product in their lives instead of telling them to. Ready to learn how? Read this blog post for more. 

Why should you consider lifestyle marketing?

How To Create a Lifestyle Marketing Strategy

In essence, a lifestyle is a way in which behaviors are based on a set of interests, activities, cultures, opinions or other characteristics that set a group of people apart from others. Apart from the elements listed above, elements of a lifestyle can also include:

Where does lifestyle marketing come in?﻿

When you include marketing into the mix, lifestyle marketing is a marketing approach where a brand connects itself to the ideals, values and aspirations of their identified target audience. When this happens, lifestyle brands emerge and create the idea that the use of their product or service brings its target audience closer towards their aspirations in life or the lifestyle that they want to live.

Think about luxury brands, and how luxury buyers today purchase these goods as an extension of what they value and aspire to in their own lives. Customers want to engage with the brands that have a similar identity to them, particularly through values and interests. So when a brand has a particular set of values and interests that align with a customer's similar set of values and interests, lifestyle marketing is what comes into play. 

Once you can understand the different lifestyles of your consumers, you can now group these consumers according to their lifestyles. This is known as lifestyle segmentation. 

As marketers, you can use lifestyle segmentation to better align one's brand, products and services according to the different lifestyles of your consumers. When you segment your consumers into their lifestyles, this can help create a better brand message around your products or services because you are personalizing this according to each lifestyle segment. 

Consider the lifestyle brand, Red Bull as an example and how their tagline is "Red Bull gives you wings." The energy drink has a marketing and advertising strategy that is geared towards people who are adventurous, who value doing the extreme and need the 'wings' to help them. Red Bull has managed to position themselves, and their brand, in such a way where fear isn't in their vocabulary and going where their customers are is part of the plan. 

By paying close attention to their customers, and taking the time to learn more about them, Red Bull has managed to become not just the biggest energy drink in the world but also a brand that sells an adrenaline-fueled lifestyle, which lies at the heart of the success that Red Bull has seen. 

A basic principle of lifestyle segmentation is that the more you understand your consumer's lifestyle, the more effective your marketing and communication strategy will be to your consumers. Personalization is key in today's age and for brands and marketers, it's important to deliver a personalized experience to your consumers, along with better products and services that will meet their needs. A few ways that you can segment the lifestyles of your consumers include:﻿

Consumer activities and hobbies, and how much time they spend on each

One of the most widely used methods of lifestyle segmentation is AIO (activities, interests and opinions). The activities part if the acronym alludes to all of the ways that your how customers like to keep themselves entertained, such as playing sports, traveling or cooking. Interests speak to what actions or things your customers do or do not like, while opinions refers to what your customers think about either themselves or an issue at large within their society.

Brands like Red Bull, Nike, Apple and a number of other lifestyle brands, have all seen success because of how effective lifestyle marketing can be. These brands put a lot of time, research and resources into understanding their customer's lifestyles, and in turn, reap all the right rewards.

What makes lifestyle marketing effective is knowing exactly who you need to target. From the customers who want to be adventurous with Red Bull, to those who are ready to "Just Do It" with Nike or "Think Different" with Apple, the success of lifestyle marketing lies in understanding what drives your customers, and the values and behaviors that inspire them in life. 

From here, you can use this information to craft a personalized strategy based on your customer's lifestyle, connecting with them on an emotional level based on the psychographic information you obtain. But, how can using lifestyle marketing benefit your own brand?

1. Understand that consumer values will impact behavior

While it is important to have a clear understanding of the values of your target audience, it is also critical to understand how these values impact their behavior. 

No matter how great your lifestyle product is, if it doesn't speak to the values of your customer, they won't buy into it (or buy your product for that matter). Why? Because values fuel behavior. 

Nike understands this fact, and it is one of the reasons the company is a top lifestyle brand; they know what their customers value, understand what inspires them, and communicate how they are aligned with their audience. By incorporating these elements into their marketing strategy, Nike has a better chance of getting a customer to buy their products rather than solely focusing on the type of shoelace or fabric that has been used on their latest Air Maxes. 

2. Customer loyalty can stem from lifestyle marketing

The Apple brand has some of the most expensive tech products on the market, and yet, every year when a new product is launched, people are lining up to purchase their newest products. No matter how much competitors try to convince these customers to buy from them instead, there's no winning because of customer loyalty. 

But this customer loyalty stems from how Apple has managed to sell not just top quality products, but a lifestyle, and one that people truly aspire to. For these customers, "Think Different" isn't just a tagline - it's a lifestyle, and customers buy into this. 

While product marketing does play an important role when wanting to promote and sell a product, sometimes, if your brand sells a lifestyle instead of a product, the rewards can include customer loyalty that will last for years to come. 

3. Create a community around your lifestyle brand

Creating a community centered around your lifestyle brand can be one of the greatest benefits. Whether it is Nespresso coffee lovers or Harley-Davidson riders, encouraging and engaging with your community not only leads to customer loyalty but can also create brand ambassadors for your brand. 

Instead of outsourcing influencers to help drive awareness, look to the very people who are already part of your community and speak positively about your brand and lifestyle products to others, generating word-of-mouth marketing that will feel genuine and authentic. 

Now that you know what lifestyle marketing is and how you leverage your consumer's lifestyle, how do you go about creating a strategy for your lifestyle brand? ﻿

What kind of lifestyle do you want your audience to associate with your brand? This is a question that may require some time to answer and thoroughly define. One of the ways that you can go about this, though, is conducting in-depth research on your target audience, focusing on the psychographics (values, beliefs, interests, opinions) rather than the demographics. Consumer insights tools like the Meltwater consumer intelligence platform can help you with this.

Once you know the values, interests, and overall lifestyle that your customers aspire to, do research on the products you offer and how they can help your customers achieve this lifestyle or are aligned with their values. Information like this will help you craft a unique marketing approach. 

The content you create and share is another important element when crafting a lifestyle brand and a marketing strategy to go with it. You want to make sure that your content highlights your brand's personality, the lifestyle you have defined and how that fits into the lives of your audience.

As much as you may want to showcase some product features, try focusing on telling a story with your product, and how it can help your audience live out their aspirations and the life they want to live. One way to do this is by using user-generated content, such as Coca-Cola during their "Share A Coke" campaign or Adobe through hashtags like #WomenCreateWednesday

As mentioned before, creating a community around your lifestyle brand is a great benefit and a key to success. The great thing about lifestyles is that there will always be people who share similar lifestyles and will naturally interact with one another; don't be shy to join in on the interaction too. 

Use platforms such as a Facebook page, an Instagram or Twitter hashtag, or your website to build your community with others who share the lifestyle that you have defined. From forums to live broadcasts, use these platforms to encourage community building between you and your audience. 

As an effective form of marketing, leveraging consumer lifestyles by tying your brand to their values will see your brand reap great results while you help your customers reach aspirations that only you can help them achieve.

If you want to create a lifestyle marketing strategy around your brand, make sure that you have clearly defined the kind of lifestyle you want to sell, that you have done the necessary research before you connect that lifestyle definition into your brand story.

From there, it's a matter of engaging with your audience, creating the right content and finally building a community of people around your brand. If you want to measure your lifestyle marketing efforts, contact our Meltwater Team today. 

Lifestyle Marketing: How To Leverage Your Consumers' Lifestyle

Let's be honest: when it comes to creating a successful brand, Apple is an undoubtable leader.  No matter how much criticism the brand sometimes faces for the prices of its tech innovations, Apple still knows how to create worldwide anticipation for its latest product releases, as shown with their recent #AppleEvent and announcement of the much anticipated iPhone 12.

Apple has truly become the gold standard for product marketing but what can you learn from the successful brand? How can you implement their winning formula to your own day-to-day marketing strategies? Read this post for more.

Complicated marketing strategies and campaigns with information overload can overwhelm customers and prospects; this is something you want to avoid because Apple certainly has. From early on, the Apple brand has understood that simplicity is key when communicating its products to its audience. 

In Apple's marketing strategies, you won't typically find a lot of voice-overs, special effects, long product feature lists or colourful graphics that distract from the actual product being marketed.  Rather, Apple choose to use ads and marketing copy that is simple yet straightforward, giving way for their products to do all the talking instead. If you want to incorporate this aspect into your own marketing, keep it simple - leave out the special effects that make it difficult to focus on your product, and use graphics and content that easily translate the message you are trying to bring across. 

One thing you hardly see Apple engage with is the pricing of their products. No matter how many people think they are higher than their competitors, Apple doesn't budge because they focus on selling their unique value proposition - creating high quality, innovative products that are an experience from the moment you open the box. 

Tip: Use a media intelligence platform to stay ahead of your competition.

With this in mind, Apple has also managed to focus on creating unique customer experiences that other competitors simply cannot replicate.  From features to applications and the overall Apple ecosystem that works harmoniously to create a seamless experience across all of its products, Apple knows how to make customers feel like they are getting value for money. For brands wanting to do something similar, simply focus on what makes your brand unique.

It's not just a product; it's an experience

To elaborate on the previous point of creating unique customer experiences, this is something that Apple has done really well. From their 1984 Super Bowl ad, to their annual #AppleEvent, it's not just about the products. It's also about creating experiences for the customer that are memorable and give them a reason to keep coming back. 

An important part of creating a memorable customer experience lies in using the art of storytelling to create these experiences that connect with customers and audiences through the sensors. It's the high-quality images that draw your eye when you see an Apple ad, or the feel of the products you get when you're in an iStore. This all helps immerse customers in an experience that doesn't necessarily feel like you're shopping for just a product but rather for something that excites you and will continue to excite you long after you've made the purchase. 

Knowing how to speak to your audience in a language that they understand is important for creating meaningful connections with your audience, and encouraging more sales for your business. This is where doing your research into who your audience is or having a Consumer Insights tool to help gather this information, will greatly benefit you. 

You want to avoid using terms, phrases and explanations that will confuse or overwhelm your customers. Instead, be like Apple and take the time to fully understand your audience, how they talk about your brand online and the features or products they mention in these conversations. Learn to listen to what your audience is most interested in and use the language they use to better communicate with them. 

One of the ways that Apple has managed to create such loyal customers to their brand is thanks to their ability to reach out and connect with their customers through emotions. If you think about the Apple ads and visual marketing material that you see, it shows people happy to use their products, that they are having a good time using the iPhone or Macbook. Apple highlights this in their marketing efforts more often than focusing on the battery life or screen size of their products. 

To follow Apple's lead, create visual content that primarily appeals to emotions, such as happiness or enjoyment. You want to incorporate these emotions into your content because the more you do, the more likely that your customers will share it with others to increase brand awareness. 

Use strong, visually appealing content that is emotionally charged and speaks to your audience in a language that they understand, and you will be on your way to creating a marketing strategy that is as top-class as Apple's.

5 Things to Learn from Apple's Marketing Strategy

There are few forms of online advertising today that are as ubiquitous and effective as display advertising.

If you’re looking for a way to reach new customers with your online marketing efforts or want to improve your existing display marketing efforts, you’ve come to the right place. 

We’re breaking down what online display advertising is, the benefits (and potential challenges) of display ads, ad examples, measuring advertising success, and much more.  

Benefits & Challenges of Display Advertising

Types of Display Advertising (and Display Ad Examples)

Online display advertising is a form of online keyword advertising that promotes a brand message visually using text, logos, videos, photographs, or other graphics. Digital advertising displays target specific user demographics to increase the ads’ effectiveness and overall campaign success. 

Display ads can help you promote your business when people are browsing Facebook, watching YouTube videos, checking Gmail, or using mobile devices and apps.

According to Google, the Google Display Network reaches 90% of Internet users worldwide, across millions of websites, news pages, blogs, and Google sites like Gmail and YouTube.

The success with display ads all comes down to targeting the right user at the right time with the right message. When done right, your brand can build brand awareness, drive clicks and traffic to your website, increase conversions and sales, and encourage repeat buyers.

There are several benefits of display advertising, but here are a few of the most compelling benefits:

Measurable results: Advertisers can track important metrics (impressions, frequency, CTR, etc.) from start to finish. This allows you to continually improve your ads as you go.

Advanced Segmentation: Advertisers can hyper-segment their campaigns with a wide range of audience demographics and options.

Precise Remarketing: Advertisers know that remarketing can be one of the most powerful tools in the conversion toolkit. Display remarketing campaigns allow you to reach relevant potential buyers with personalized content.

Mobile Friendly: Advertisers can reach the hundreds of millions of people that browse the internet on their mobile device. Display ads are formatted perfectly for a mobile screen, which helps to increase overall success rates. 

Currently, the biggest challenge that advertisers, brands, and marketers face relates to the continued reliance on third-party cookies and the fact that various web browsers are looking to crack down in the coming months.

Banner and display ads are everywhere online - so much so that users might not even notice them anymore. That’s known as “banner blindness” and it is a very real phenomenon in which users automatically tune our banner ads online.

For brands and online marketing professionals, banner blindness makes it very important to experiment with different types of display advertising. The most effective types of display advertising campaigns fall into three buckets:

Campaigns focused on increasing familiarity and brand recognition with the goal of increasing future sales and affinity.

Campaigns focused on getting users to click or engage with display or banner ads with the goal of generating sales.

Campaigns focused on targeting users that have interacted with your ads or visited your website in the past with the goal of improving conversion rates.

Now that you now a but more about display campaigns, you might be asking yourself: what kind of display advertising options are there? Given all of the advertising noise online, it’s important to familiarize yourself with the various types of display advertising to help optimize the effectiveness of your marketing.

Here are a few ad options that your brand can start experimenting with today (examples in the next section):

Google Display Network and Google AdWords (Google Ads)

As mentioned briefly, the Google Display Network is a group of more than 2 million websites, videos, and apps where your ads can appear. According to Google, Display Network sites reach over 90% of Internet users worldwide.

Google AdWords now known as Google Ads, provides brands and marketers with access to both the Google Search Network and Google Display Network (GDN).

Google Search Network is the most common, well-known form of PPC advertising. With the Google Search Network, your ads will be eligible to appear on Google SERPs (search engine results pages). 

Google Display Network (GDN) gives advertisers the opportunity to place their ads on a variety of sites across the internet.

Interstitial ads have become a mainstay in the era of the mobile phone.

Interstitial ads are full-screen ads that cover the interface of their host app or website. They're typically displayed at natural transition points in the flow of an app, such as between activities in a game.

When an app shows an interstitial ad, the user has the choice to either tap on the ad and continue to its destination or close it and return to the app. Check out this example from Google:

During Google Marketing Live 2019, Google revealed that three 6-second bumper video ads were 107% more memorable, and generated 134% more purchase intent than a single 30-second TrueView ad.

Obviously, a video display ad is an ad in a video format. But in advertising terms, “video ad” typically refers to ads on online digital channels such as social media, YouTube, apps, and websites.

For example, Swiss clothing brand On runs in-stream video ads on YouTube promoting new product lines. The beauty of in-stream video ads is that they are charged on a per view basis, meaning you don’t have to bid against other brands: 

Google’s Dynamic Remarketing will create ads for you that include your price, image, and text of your choice, all based on the behavior of your website visitors. Mobile SMS provider, Attentive, uses Google Dynamic Remarketing ads on major publications like The New York Times to target recent visitors to their website:

Dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started. 

We’ve been talking a lot about Google, but Facebook has a ton of value to offer advertisers at every stage of the funnel with their Facebook Audience Network. 

 According to Facebook, the Audience Network gives publishers and developers the option to choose between three different ad units: banners, interstitials and native ads. All three ad units have access to the same great targeting and advertisers, since the ads are automatically rendered to fit the unit you chose.

Of course, with a robust display advertising strategy, you’ll also want to know how your ads are performing and how to improve them over time.

Here are several key display ad metric analytics that you’ll want to measure:

Impressions: Impressions are when a display advertisement appears on a user's screen.  Impressions are not action-based - they are defined by a user potentially seeing the advertisement. This makes impression-based advertising ideal brand awareness campaigns.

Click-through rate (CTR): Click-through rate, or CTR, is an advertising metric that measures the number of clicks advertisers receive on their ads per number of impressions.

Views/viewers: There are several important metrics to consider when it comes to measuring video ad success. These include:
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Conversion: An action that's “counted” when someone interacts with your ad. For example, this might include clicks to your website or views of a video ad. However, that interaction must lead to a desired outcome (such as a purchase or a page view) as a result of the advertisement.

Tip: Learn more about Measuring Ad Campaign Effectiveness

Similar to many other things in marketing, it’s incredibly important to analyze the performance of your ads so that your brand can refine your campaign strategy. Consistent improvement and experimentation is key for overall display advertising success.

What is (Online) Display Advertising? An Updated Guide

Push and pull marketing are key elements of the promotional mix strategy, yet sometimes these terms leave marketers feeling puzzled. Marketing strategy expert and author, Terence Shimp, describes push-pull marketing as "physical metaphors characterizing the promotional activities manufactures undertake to encourage trade channel members to handle/ merchandise brands and persuade consumers to purchase them.” 

If you're not too sure what’s meant by pull vs push marketing, or how these two methods work together, then you've come to the right place. Use this article to develop the foundations of your own push-pull technique!

What Are the Pros and Cons of Push Marketing?

What Are the Pros and Cons of Pull Marketing?

The synergies: How push and pull marketing work together?

A push marketing strategy, also called a push promotional strategy, is a technique used by manufacturers to “push” intermediaries (like wholesalers and resellers) to increase inventories of their brand versus competitor brands. Following this, wholesalers also often turn to push marketing in order to persuade retailers to sell the goods through a number of tactics including:

In general, companies use a push marketing strategy when launching a new product or operating in a niche market. While this strategy does have its benefits, it also has some drawbacks that must be considered before deciding if this is the best option for you. Let’s explore both sides of the coin so you can base your decision on a well-rounded view.

Marketing

Lifestyle Marketing: How To Leverage Your Consumers' Lifestyle

5 Things to Learn from Apple's Marketing Strategy

What is (Online) Display Advertising? An Updated Guide

Push and Pull Marketing: Differences and Synergies

The Top 3 Things to Know About the Future of Marketing

Trends shaping the virtual banking industry in Hong Kong

What Is Omnichannel Marketing?

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