What Can We Expect From Interactive Presentations in 2023
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What Can We Expect From Interactive Presentations in 2023
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3D Animation and Conference Content in 2023
3D Animation and Conference Content in 2023
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Have You Signed Up For The Hurst Digital Newsletter?
Our email newsletter is a one-stop resource for relevant news and content about Hurst Digital, an award-winning digital solution and animation company in Dallas, Texas.
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A Beginner’s Guide To 3D Animation
Hiring a 3D animation company is a herculean task. It requires you to be cautious and know what to look for, or you might be in for a ride. Your video is a reflection of your brand, and so you need to put in time and effort to go with a company that expresses your vision through their work. As experts in the field, we at Hurst Digital want to teach people how to find the best 3D animator for them. This is why we have written a beginner’s guide to 3D animation.
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How Medical Animation Can Benefit Healthcare Professionals
How Medical Animation Can Benefit Healthcare Professionals
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Mid-Market Advertisers Deserve Better Ad Tech
Advertisers from internet, automotive, retail and insurance companies take up over 30% of the $200 billion ad market. Half of that ad-market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. They are how Google, Facebook and Amazon have made their fortunes.
Yet, even though mid-market advertisers represent such a massive chunk of the marketplace, they face many constraints with few tools to answer the most basic existential questions in advertising.
It’s a wonder their buying power hasn’t driven more innovation.
Limited inventory
Very often, the most visible, highest-attention, brand-safe inventory is only available to large national advertisers. Or it’s only guaranteed to large advertisers, who can afford lucrative national media deals.
Take addressable TV, for example. It is possible to buy refined, targeted, behavioral audiences with live, linear, addressable TV. You want to reach pet owners watching CNN? You need an MVPD addressable buy. However, it’s going to require a minimum spend and it’s not likely to be available in select markets. OTT & CTV aggregators can help but only to an extent.
You want to reach pet owners that stream CNN? OTT/CTV aggregators can provide that targeting, even in select geographies and with much lower minimum spends. But the downside here is that the inventory will be bundled with a bunch of other content you’ve probably never heard of. The reality is that the mid-market brand can’t architect when or where their spots will air.
Plus, many aggregators have started to command monthly minimums above $50K, which can be cost prohibitive for smaller mid-market players. When it comes to premium online display, direct publisher deals often come with geotargeting limitations, leaving mid-marketers with remnant inventory. Try buying The New York Times, Wall Street Journal or other premium digital publishers in select DMAs. It’s next to impossible.
And forget about the awareness impact of in-product placement. In-product placement deals, a strategic work-around to gaining brand exposure in non-ad-supported streaming content, is not available to mid-marketers, who have mid-market budgets and spot-market geotargets.
Lack of insight into walled gardens
Facebook, Google and Amazon are walled gardens. They’ve built sophisticated machine learning algorithms to allow for do-it-yourself campaign optimizations within their walled gardens. But there exists an informational white space of budgeting and channel allocation across the walled gardens. That cross-pollination attribution remains elusive to many mid-marketers because the tools to answer those questions are expensive and require loads of data.
True metrics just out of reach
The efficiency of audience targeting and low CPMs in digital media is good news for mid-marketers, especially smaller national brands. A digital-first plan allows for the efficiency of audience targeting. But the “reach” metric of digital-forward media plans is bad news.
I have seen Nielsen studies where a digital campaign peaks at about 8% market reach. A deeper reach solution could be devised by layering digital solutions. But measurement of combined reach among multiple digital partners remains elusive. This is a big problem for mid-size brands spending the propensity of ad budgets on digital channels.
Why is reach important? If you subscribe to the marketing science theory of “recency,” then you believe one impression at the point of need is more important than multiple impressions when the need doesn’t exist. With that in mind, reach is more relevant than ever. And tools that appropriately calculate and optimize reach across multiple digital platforms should be available to mid-market.
Obstacles to media planning
For media planners, there’s a big question mark around what media the target audience consumes, what touch points they trust, etc. This type of information is very hard to obtain at the mid-market level. There are social listening tools and AI audience insight tools that will provide some media usage, but their steep subscription costs lock out mid-market. And often the media outlets cited through usage studies are only available nationally, so the insight isn’t actionable if the brand is focused on an efficient DMA approach. What good does it do to my Atlanta media plan for pet food purchasers if New York Times over-indexes?
A missed opportunity in the middle
It doesn’t seem likely that mid-marketer planning, research and measurement tools will tier pricing to make themselves approachable to the mid-market. But, if they did, they may find a new marketplace. Either that or mid-marketers should form an industry consortium to address their specific ad needs.
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5 Benefits of good Digital Video Editing for your Marketing
5 Benefits of good Digital Video Editing for your Marketing
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Innovation Changes Lives When it Becomes Assistive Tech
Innovation Changes Lives When it Becomes Assistive Tech
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How to Build Your Augmented Reality Startup: Ideas for the New Businesses
How to Build Your Augmented Reality Startup: Ideas for the New Businesses
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More than half of manufacturers plan to adopt real-time 3D technologies within two year
More than half of manufacturers plan to adopt real-time 3D technologies within two year
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NZ Fauna AR: The Augmented Reality Game that Helps Stroke Patients Regain Mobility
The Augmented Reality Game that Helps Stroke Patients Regain Mobility
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Airports tap into virtual reality for passenger entertainment
While some airlines have already pioneered in-flight virtual reality (VR), a number of airport lounges are also starting to experiment with the technology. The first movie …
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The Complete Series: Video Trends in 2020
It’s 2020, which means many companies are planning for the new year by developing strategies for their marketing content. Many of those companies will choose to incorporate video content this year, taking advantage of video’s many benefits and supplementing other written and visual content with more dynamic options. To aid in this process, we’re sharing our analysis of a series of video production trends that we believe will dominate video campaigns this year. Let’s get started!
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Get 10% Off On Digital Services At Hurst Digital
The COVID-19 crisis has thrown businesses into a state of turmoil and unprecedented uncertainty. As we return to the new normal, many individuals and business owners are now being forced to reinvent themselves and implement new strategies to cope with the changes.
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WILL VIRTUAL ANNUAL MEETINGS BECOME THE NORM FOR PUBLIC COMPANIES?
WILL VIRTUAL ANNUAL MEETINGS BECOME THE NORM FOR PUBLIC COMPANIES?
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Five Tips to Help You Get the Most Out of Your Digital Investments
If you’re looking at means to expand your business and ensure your brand receives the exposure it deserves, it’s essential to flow with the times and adopt a digital marketing plan. Unfortunately, what many people fail to realize is that practicing the latest trends isn’t always the best idea for your growth.
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Bringing families together in VR
Bringing families together in VR
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Meet The Face Behind Hurst Digital
I’m Joshua Hurst, the proud owner of Hurst Digital.
I look forward to sharing my story. I hope that you will enjoy getting to know me better.
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Digital Content Studios of the Future
Digital Content Studios of the Future When it comes to content strategy, there’s one piece of the puzzle that has proven to be more valuable than all the others: speed to market. As a result, the legacy setups of traditional marketing and advertising agencies are showing their age. Large agencies that once thrived under departmental silos, excessive layers, and huge overheads are getting a run for their money with the emergence of more agile production and in-house agencies. According to a recent survey by the Association of National Advertisers (ANA), 70% of members have moved some established business that used to be…
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Why You Should Choose Hurst Digital!
Videos make up for almost 80% of internet traffic and are an effective marketing tool. If this tool is used efficiently, you can reinforce your product and brand by making a positive impact on the audience. By opting to work with a professional video production company, you can create vibrant content that complements your needs while grabbing the attention of the audience.
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