The next battle in streaming wars: Addressable TV
TV advertising used to be for big budgets and broad audiences but now we can access highly relevant, specific audiences in the same way we can for digital.
Laura Collins is senior director of digital delivery at UK-based paid media agency, Merkle. In her eight years in digital marketing, she has acquired in-depth knowledge of Google, Facebook, Twitter, Amazon and several other platforms. She has managed accounts across a range of sectors with a specialisation in finance and retail.
Here’s how to stand out in a crowded streaming service market
Some automation across digital platforms has eased the burden of manual labor when marketing extensive streaming video-on-demand inventory.
Video advertising’s bright future and what you should be doing now
Addressable TV will soon be a vital part of any media plan, so dip your toe into the water now.
Are social platforms finally growing a conscience?
Contributor Laura Collins examines changes being made by social media platforms to improve both the user and advertiser experience.
Using machine learning to get more value out of your Facebook campaigns
Contributor Laura Collins explains how to securely get the most out of Facebook's trove of user rich data and take advantage of its sophisticated machine learning to improve campaign performance.
From breaking down walled gardens to augmented reality adoption: Five predictions for social in 2018
What's in store for social media marketers in the new year? From Instagram's dominance to growth in AR, columnist Laura Collins predicts the trends that will shape 2018.
What you need to know about Facebook’s new ad transparency
As Facebook begins rolling out its 'View Ads' tab on Pages, columnist Laura Collins discusses the ramifications for advertisers and how the new disclosure will affect ad transparency.
Social media ad fatigue: How to combat it without spending all day making new creatives
Ad fatigue is a problem we're all too familiar with, so how can you avoid it? Contributor Laura Collins shares key techniques to refresh your creative efficiently and effectively.
Protecting your brand’s ads on Facebook — because there IS such a thing as bad publicity
Concerned about where your Facebook ads are appearing? Columnist Laura Collins discusses the issues surrounding brand safety on Facebook, along with some tips for organizations looking to protect themselves.
Finally getting (Linked)In on the retargeting action
LinkedIn’s official rollout of Matched Audiences in April highlighted new audience targeting options. Columnist Laura Collins explains why retargeting works and why advertisers should be taking advantage of the changes.
Is Snapchat’s bubble about to burst?
Despite all the buzz around it and a heady IPO, some industry observers are asking if Snapchat's glory days are over. Columnist Laura Collins looks at what the future has in store for the social media network.
Improving the social shopping experience: Facebook Shoppable Feed ads
Facebook recently started testing product ads that let retailers showcase multi-product imagery within the news feed. Contributor Laura Collins takes a look at the format and explains why it's time for your brand to hop on board.
Common PPC mistakes and how to avoid them
Columnist Laura Collins lays out five mistakes she commonly sees in paid search and explains how to avoid them.
Should you hitch your campaigns onto the sporting bandwagon?
Capitalizing on sporting events can be a great opportunity for advertisers, but will this strategy work for everyone? Columnist Laura Collins looks at the results of some recent campaigns to find out.
Expanded Text Ads: Are they living up to the hype?
Expanded Text Ads will be available to all AdWords advertisers by the end of the year, so how might this impact your accounts? Columnist Laura Collins shares some data from Merkle|Periscopix clients.
Big changes to device bidding In AdWords: What could they mean for your accounts?
Columnist Laura Collins discusses the impact of individual device bid adjustments in AdWords, an upcoming change recently announced during Google Performance Summit in San Francisco.
Dynamic remarketing: not just for retailers anymore
Think dynamic remarketing is only for retailers? Think again! Columnist Laura Collins explains how non-retailers can set up these campaigns and discusses the success her agency's clients have seen by utilizing this tactic.
Gmail Ads: Email marketing without the emails
What are Gmail Ads, and are they worth incorporating into your digital marketing mix? Columnist Laura Collins explains this relatively new ad format and showcases case studies that illustrate their impact.
Google AdWords Customer Match: Common Questions & How To Answer Them
Feeling apprehensive about using Customer Match? Columnist Laura Collins tackles some frequently asked questions about this relatively new targeting feature in AdWords.
Get Your Priorities Straight: Structuring Google Shopping Campaigns
A good campaign structure can have a significant impact on performance, but what structure is right for your business? Columnist Laura Collins discusses some options that have worked well for her clients.
Making The Most Of Google Analytics Audiences Within Your Search Campaigns
Search marketers, have you been using Google Analytics in conjunction with Remarketing Lists for Search Ads? If not, columnist Laura Collins is here to explain the benefits.
TrueView For Shopping: Making YouTube The Next Big Shopping Destination
Want to enhance your video ads? Columnist Laura Collins discusses the impact that TrueView for Shopping has had on client shopping campaigns.
Get To Know Your Users With Audience Insights From AdWords
What do you really know about your audience? Columnist Laura Collins shows how the Audience Insights report feature can help you better target your users -- and perhaps even discover new ones.