Andrew Waber

  • Retailers: Here are the building blocks for winning the digital shelf

    “How should we analyze our online sales presence?” Every company that sells online goes through several stages of thought to answer this question. On the data side, perhaps they initially stick to familiar in-store metrics, before eventually moving to new web-centric, customized data points. In terms of staffing the management and analysis of online channels, they may first ...

    Andrew Waber/ Marketing Land- 23 readers -
  • Video ads for direct response: What’s the best length?

    Video advertising creative is perhaps the most painstaking for advertisers to deal with during the planning and production stages. While there’s no magic formula to creating the “best” video ad, direct response-focused advertisers are inherently test-oriented, and they will eventually find creative that works well with their target audiences to achieve their larger objective.

    Andrew Waber/ Marketing Landin Facebook- 27 readers -
  • Event-oriented vs. always-on: The campaign tactics that work

    Photo by LendingMemo and used here via the Creative Commons license E-commerce-focused advertisers can be segmented into two categories based on their strategic goal — whether they’re focused on maximizing returns during specific periods (e.g., a chocolatier during Valentine’s Day, Easter or Mother’s Day) or looking to drive purchases at a more consistent rate throughout the year (e.g.

    Andrew Waber/ Marketing Land- 23 readers -
  • The state of direct response video on Facebook

    Facebook CEO Mark Zuckerberg sees “a world that is video-first, with video at the heart of all of our apps and services.” The results of this vision are easy to conceptualize on Facebook, just by the sheer amount of video content users share and interact with. However, when it comes to video advertising, there are notable differences in adoption based on strategic goals and b ...

    Andrew Waber/ Marketing Landin Social Facebook- 36 readers -
  • The truth about transparency in digital advertising

    Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them. My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of Na ...

    Andrew Waber/ Marketing Landin Display- 17 readers -
  • The stat-backed holiday advertising tips to know for 2016

    For e-commerce marketers looking to capitalize on the largest shopping season of the year, online advertising becomes a game of inches. While the underlying motivations of shoppers are important during the holiday season, so are the on-the-ground behavioral trends. This is something I helped study as part of Nanigans’ latest holiday e-commerce advertising report (email regis ...

    Andrew Waber/ Marketing Land- 18 readers -
  • Christmas in July: 4 ways to maximize your holiday ad budget

    When it comes to advertising during the all-important holiday season, there isn’t such a thing as “planning too early.” The competitive environment has only grown more intense over the past several years, and large, innovative advertisers are increasingly using the summer months as the time to meticulously structure their larger holiday season strategy and associated tactics.

    Andrew Waber/ Marketing Land- 22 readers -
  • Instagram advertising: What’s working? Part 2

    Six months have passed since my last Instagram-focused column, so it’s a good time to provide an update on the ecosystem in terms of performance metrics and evolving best practices. While I’ve worked at Nanigans over this period, we’ve observed changes in the top-level metrics associated with Instagram and in specific advertiser tactics.

    Andrew Waber/ Marketing Landin Social- 17 readers -