The Conception of XDA Digital Advertising Agency and Its Marketing Strategies Essay
XDA is a digital advertising agency in Toronto. It started in 2012 with a handful number of advertising clients. Advertisers contract with XDA to execute their digital marketing plans. XDA then communicates with publishers directly to display advertisers marketing banners in publishers websites. This relationship is mutually beneficial because XDA intentionally develops niches in operating and optimizing digital campaigns.XDA considers Habas and IBG as its competitors because they have been traditional dominant players in the industry. XDA, Habas, and IBG each have different website networks where banners can be posted, so campaign results vary. XDA has focused on building a news website network since 2014 strategically it turned out news websites deliver high performance of campaigns. KPIs gauging campaign success are sales increase, an increase in product awareness, or increased promotion participation on the client's end. With XDAs offering, existing clients are satisfied with t...