At ad:tech New York this week, walking around the show floor from ad network to ad network to ad network, I was struck again by two realizations:
There continues to be tremendous creative and technological enthusiasm around online advertising — everything you can do to win a click.
The advertising/creative world continues to have a huge blind spot with what happens after the click.
The great untapped opportunity remains for marketers and agencies to take advantage of this incredible range of Long Tail targeting in pre-click advertising and connect it to meaningful and message matched Long Tail landing experiences.
As Justin’s latest work on post-click marketing ROI shows, landing pages are where the leverage is: the fulcrum where a 3% conversion rate can be amplified to a 15% conversion rate. The experiences of our customers prove this out again and again, and it’s now been confirmed by independent post-click marketing research.
We’ve written before about landing pages as part of advertising. After seeing the electrifying creative energy at ad:tech — that is currently boxed into tiny little ads — it’s clearer than ever that the best marketers and agencies need to have the freedom to extend the advertising experience further than the click.