"Marketer's Note" is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger.
As part of my ongoing look at companies’ migration toward a customer lifecycle management approach (or not, as I must always point out, as this is by no means a universal trend), I’ve spoken with senior marketers at dozens of brands in different phases of marketing evolution. During this process, I've noticed some organizations exhibit a belief at the highest levels that future business success necessitates a company-wide commitment to change.
Below are some quotes from marketers I have interviewed that hammer that point home, and a little bit on what kinds of things they’ve been able to accomplish as a result:
“From the top of the organization, we know we want to be there. Sharing data needs to happen. We’ve recently reorganized, so we now have one group gathering all data across all functions.” Having a more uniform approach to data collection is allowing this organization to clearly identify gaps and breaking points in data gathering and data flow. Read the rest of this entry »
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Sacha Xavier Reich, partner, media and innovation director for Neo@Ogilvy.
It's funny that they call it native advertising because it is anything but indigenous.
Native advertising can be described as ads disguised as content. It is usually designed in the same style and look as the articles you are reading. In reality, it is a brilliant tactic that consumers and marketers agree is more aesthetically pleasing and relevant to readers than banner ads. For the past two years, they've been welcomed with gusto by advertisers, such as myself.
But as with nearly all successful online advertising tactics, there is a dark secret ruining the integrity of some native partners.
Let's say you are reading your favorite business news site and come across this:
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Is it another programmatic IPO? Performance marketing company Matomy has decided it’s ready for an initial public offering and will seek to raise $100 million on the London Stock Exchange, according to the FT. The Israel-based company “generated revenues of $194m in 2013, up from $120m in 2012 and $107m in 2011,” according to the FT, which compares Matomy to Criteo and Rocket Fuel. Read more (subscription). Globes says Matomy will be worth around $500 million after the offering.
Interpublic Group’s (IPG) out-of-home advertising agency Rapport Worldwide will automate media planning and buying activities using outdoor advertising technology platform ADstruc, the holding company said Monday.
As part of a strategic agreement between the two companies, IPG will deploy the technology across Rapport’s five offices globally, which will significantly improve agency efficiencies. Additionally, IPG has made a $2 million investment for 10% stake in the technology company, according to John Laramie, founder and CEO of AdStruc.
Out-of-home advertising, which includes billboards, posters in transit stations and digital signs, is expected to grow 4.8% this year reaching $7.3 billion in media spend this year, according to IPG's forecasting unit MAGNA Global.
“We wanted to be able to align ourselves with other media in terms of measurement and planning,” added Mike Cooper, president of Rapport Worldwide. “As opposed to only measuring something as arbitrary as how many cars drove by [an outdoor billboard], ADstruc really allowed us to take it to another level purely planning and buying by audience.”
While Rapport will continue evaluating the role key locations and individual sites play in the media-planning process, the agency wanted to go deeper.
Adknowledge has purchased video ad platform Giant Media for an undisclosed sum. The deal marks Adknowledge's 12th acquisition.
Giant Media "seeds" video content through a network of publisher partners and emphasizes social sharing and earned media. Its platform, VideoStat, has supported distribution for the hit Dollar Shave Club campaign and Hyundai's "Cheetah" spot, which aired during the 2012 Super Bowl. Other clients have included Johnson & Johnson, Honda and Pepsi.
“Advertisers want to ship a big chunk of their budget to digital video, and they’ve been working with some really big brands helping get their videos distributed in a new way," said Adknowledge CEO Ben Legg.
While Adknowledge has made previous inroads into digital video, Legg acknowledged it hasn’t been enough. “We’ve been dabbling on the edge of video for quite a while,” he said, “but we’ve been on the periphery.”
“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Eric Bosco, CEO at ChoiceStream.
In a recent column, Criteo CEO Jean-Baptiste Rudelle opined about the virtues of cost-per-click (CPC). I think he was right about the challenges and how CPC pricing models can address them, but I believe there is a business case to be made for cost-per-thousand (CPM) pricing.
Many advertisers adhere to Rudelle's school of thought and only operate on a CPC basis, which many ad solutions companies support for that reason. When an advertiser is open to alternatives, however, I recommend CPM with back-end metrics. Based on my experience, CPM can solve the same challenges as CPC while delivering some key advantages.
CPM and CPC can both be computed for any campaign. You can compute eCPM on a CPC campaign or you can compute the cost of a click on a CPM campaign, so it may seem somewhat irrelevant which you choose as the primary metric. However, the pricing model is the primary motivator of the advertiser’s media-buying partner, so the model makes a big difference in their behavior.
If you’ve ever shortened or shared a link on a social platform, chances are you’ve used Bitly.
“We are so ubiquitous, but at the same time, people gloss right over us,” said Mark Josephson, CEO of URL shortening service Bitly. He joined the company six months ago from AOL, where he served as SVP of revenue and marketing at AOL’s local news platform Patch, which it sold to Hale Global in January.
At Bitly, Josephson leads the company’s team of 55, and has found an entrepreneurial endeavor that is better suited to him than the “structure” and “process” he encountered in large-scale corporate life, he said.
The company on Monday brought on former AOL Patch CTO Rob Platzer to serve as Bitly CTO, former Buddy Media VP of Marketing Melissa Wallace to lead marketing and inked a deal with marketing analytics platform Moz to track and score inbound links.
Josephson sat down with AdExchanger.
AdExchanger: What problem do you solve?
MARK JOSEPHSON: The problem we set out to solve was to make the link shorter for Twitter in 2008. But the interesting problem we’re trying to solve is what happens to content when it leaves your site and where it goes. That’s why we encode and wrap that content in a tag. Our Bitly links are tags that go out around the Web and travel with content and report back to us. That’s at the core of what we do- understanding how content moves and how audiences interact with it.
Viewability – the qualities that convey whether an advertisement was seen by its target audience – remains a contentious issue in the ad tech space. This is why associations like the Media Ratings Council (MRC) give accreditation to vendors offering viewability metrics, and why those vendors have scrambled for approval.
One such company is Sizmek, whose MDX ad-management platform was accredited by the MRC for its Viewable Impression metric.
AdExchanger spoke with Mark Kalus, the company’s associate VP of product management, about Sizmek’s accreditation and the state of viewability as a whole. Read the rest of this entry »
Video ad tech firm YuMe on Monday launched its first programmatic solution, Video Reach, designed to provide agency trading desks and brand advertisers with more insight into their TV ad buys.
Aimed at television advertisers, Video Reach collects first-party data across screens (PCs, mobile devices and connected TVs) with its Audience Aware SDK and audience surveys to help advertisers improve their ad-buying decisions, said YuMe's SVP of marketing, Ed Haslam.
“What we’re making available through Video Reach are first-party data capabilities to allow people to do demographic targeting,” he said. “The data that’s collected is automatically analyzed through our machine learning algorithms, enabling advertisers to accurately target their desired audiences.”
When The New York Times discontinued in February its director of programmatic advertising position, held by Matt Prohaska, partners and advertisers wondered how this would affect the publisher’s programmatic initiatives.
Certainly the Times sought to alter its structure, saying in a statement it was “re-imagining and growing [its] programmatic organization and strategy with a focus on yield optimization and process automation.” Michael Zimbalist, SVP of advertising products and research and development, the statement added, would head this effort.
Political intrigue aside, the Times’ decision to “re-imagine” its programmatic operations less than one year after hiring Prohaska underscores the difficulties many publishers have reconciling the traditional, high-touch way of selling advertising with new-fangled programmatic concepts. Read the rest of this entry »