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May has been a busy month for The Ward Group, to say the least! In this month's edition of inWard, we discuss the lovely digital marketing ability that is conversion tracking. Advertisers love to clearly track user activity and return on ad spend, but what do we do when companies don't offer hard conversions such as a purchase action or lead event? Enter the room: soft conversions. We'll get into what soft conversions are and why we should care about them.

Next, we take a deep dive into the primary issue within the programmatic media space: low-quality inventory. We're talking ad fraud, bot traffic, and "made for advertising" websites that lead to wasted spend to unsuspecting advertisers. We evaluate the pros and cons of programmatic media buying, and how to navigate the space to make sure your ads are showing next to premium content.

Last, but not least, we have a piece of good news and sad news. Starting with the good news ... The 39th Annual AWM-DFW Awards of Excellence Gala took place last month, and we have our very own Ward winner this year! As for the sad news, well, you'll have to stay tuned and read about it in our inHouse piece below.

Time to take a look inWard!

Breaking the Conversion Tracking Myth

Believe it or not, there are several companies that don't offer hard conversions for digital marketers to track. That raises the question: How can a brand that doesn't have a purchase action or lead event still see success from conversion tracking? Our media stewards are here to break down soft conversion tracking.

Read More

The Issue with Quality in Programmatic

Wait... You mean Programmatic Media Buying isn't all it's cracked up to be? Let's take a deep dive into the quality inventory issues within the space.

Read More

Advertising Award Season and A Bittersweet Goodbye

And the Winner is….
 
April was an exciting time for The Ward Group! We were once again recognized with several nominations in the Alliance for Women in Media- Dallas/Fort Worth (AWM-DFW) Chapter’s 39th Annual Awards of Excellence Gala.
 
The Alliance for Women in Media Foundation strives to advance the impact of women, young professionals, and students who desire to pursue electronic media and allied fields by educating and acting as a resource to its members and the industry. The gala reflects AWM-DFW’s mission, as it is hosted to recognize and honor the limitless potential of the organization’s peers by celebrating the accomplishments they have made in the industry. We had several media stewards nominated this year, including Robin Cox (Media Supervisor), Chelsea Enright (Media Buyer), and James Pruitt (Digital Media Manager), but only one of us walked away with the trophy. Drumroll please……
 
After being nominated in the same category three years in a row, our Media Coordinator, Ashley, finally won the Agency: Rising Star award this year! Looks like third time is a charm after all! 😉 Not only is Ashley an outstanding team member at Ward and an active member of AWM-DFW, but she also serves as Public Relations Chair, Hospitality Co-Chair, Silent-Auction Co-Chair, and Social Media Assistant for this chapter, too!  We are all very proud of her and all our other media stewards who were recognized for their hard work.
 
Congratulations to all of this year’s nominees and winners! We can’t wait to see what next year has in store. Cheers to all!

On That Note….

Wait…this just in. While the celebration confetti had barely hit the floor, we learned of a new development in the career path of our newest award winner. Ashley is spreading her wings and leaving the Ward nest to take on a new opportunity on the client side. We will miss her tremendously but wish her nothing but success in her new role.
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“Congratulations!
Today is your day.
You're off to Great Places!
You're off and away!”
― Dr. Seuss
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