Digital marketing is an industry that thrives on new strategies, but some tactics remain underutilised despite their potential. Ad placements are one of them.
You’ve likely heard the basics—Facebook Feed, Google Search, or Instagram Stories—but are you truly unlocking the hidden opportunities these placements offer? Let’s dig into what most marketers overlook and how you can capitalize on these untapped avenues.
Are You Letting the Algorithm Do ALL the Work?
Many marketers lean heavily on auto-placement options, trusting algorithms to find the best spots for ads. While that approach is efficient, it might not always be effective. Auto-placement tends to prioritise high-traffic areas, but are those always the best for your target audience?
Here’s what you need to consider:
Review the performance of individual placements in your campaign breakdown reports. Are you getting cheaper clicks on Instagram Explore but driving conversions on Facebook Feed? Use that data to adjust your strategy.
Test one or two placements at a time in manual campaigns. For instance, try Instagram Reels if you’re targeting Gen Z, or Messenger Ads for direct interactions with leads.
As you take on a more hands-on approach, you will pretty much find hidden gems in platforms you might otherwise overlook.
What About In-App Placements?
When was the last time you explored advertising options within apps? It’s a crowded market out there, and people are spending more time on apps beyond the usual platforms like TikTok or Instagram. Consider placements in niche apps or gaming environments.
In-app placements allow you to target a highly specific audience. If you’re advertising an e-commerce brand, a lifestyle app like Pinterest or even weather apps with location-based targeting can be strategic.
How to execute:
Start small. Platforms like Google Display Network or AppLovin can help you explore these placements without overhauling your budget. Keep an eye on engagement metrics rather than just impressions—people using apps are more likely to click if your ad aligns with their immediate interests.
Are You Ignoring Contextual Placements?
Here’s a question: How often do you think about the environment in which your ad appears? Context matters more than we give it credit for. An ad for running shoes on a fitness blog has a much higher chance of driving clicks than the same ad on a general news site.
How to get started:
Look for niche sites: Use tools like Outbrain or Taboola to serve your ads on specific blogs or articles that relate to your product.
Explore YouTube placement options: Instead of targeting broad demographics, run ads on specific videos that match your audience’s interests (e.g., a beauty tutorial for a skincare brand).
When your ads align naturally with the content, they’re less likely to be skipped or ignored.
Have You Tried Targeting Emerging Platforms?
Every time a new platform gains popularity, early adopters get the best results because competition is low, and costs are affordable. Platforms like Reddit, Pinterest, and even Spotify offer unique placements that traditional social platforms can’t replicate.
Reddit Ads: These are great for highly engaged niche communities. If your product solves a specific problem (e.g., a tool for small business owners), Reddit’s subreddits can be a great opportunity.
Pinterest Ads: Often overlooked, Pinterest can drive serious traffic for visually appealing products or services. Think home décor, recipes, or fitness programs.
Spotify Ads: Audio placements on Spotify allow you to connect with audiences during downtime—like commuting or working out.
Don’t Forget Native and Sponsored Placements
Ever wondered why certain brands always seem to pop up in your favorite articles? Sponsored content or native ad placements blend seamlessly with editorial content, making them more effective.
Best practices for native placements:
Work with platforms like Outbrain or Taboola to feature your ads alongside relevant content.
Focus on storytelling. Ads that educate, entertain, or solve a problem tend to perform better than direct sales pitches.
Native ads feel less intrusive, helping you engage audiences who typically ignore banner ads.
What’s Next?
The ad placement strategy you choose can make or break your campaign.
Your next steps:
Audit your current campaigns to see where you’re overspending or underperforming.
Experiment with a manual placement strategy, focusing on one underutilized placement at a time.
Monitor performance metrics beyond clicks, like engagement, view-through conversions, and cost-per-conversion.
Remember, every marketer is chasing the same audience. Finding overlooked placements might just give you the edge you need to outperform the competition. Don’t let the algorithm decide your success—own it.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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