Godfather’s Pizza Makes FBX Offers Consumers Can’t Refuse


GFA co-op of 26 Godfather’s Pizza franchises drove online sales at a rate of six times their media spend through FBX.

Working on behalf of the co-op, Nebraska agency SKAR enlisted Varick Media Management (VMM), which it had worked with previously, to help run its coverage through FBX.

Digital advertising is relatively new to the co-op's marketing mix. Godfather's Pizza's director of marketing, Jan Sammons, said these initiatives began in 2013. "So far we have been very pleased with the results of the campaign," Sammons said. "(We) are looking forward to continuing to enhance our traditional advertising efforts with digital."

VMM president Paul Rostkowski said the agency chose FBX because the size of its environment drove down costs. “It’s one of the largest, if not the largest, marketplace that’s available today,” he said. “Because of its size, the impression cost tends to be lower because there are so many users. The less expensive the ad impressions, the more likely agencies are able to meet target ROIs.” Read the rest of this entry »

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Targeting The Individual: Political Orgs That Use Advanced Advertising Techniques


political-dataThe rules of marketing have changed drastically for organizations that traditionally relied heavily on the big broadcast buy. Consider political campaigns, which are placing a growing premium on targeted messaging across multiple channels.

The tech-savvy campaign that President Barack Obama’s aides unleashed six years ago was only the beginning – employing digital strategies is quickly becoming a differentiating point in the political arena.

In a show of bipartisanship, agencies on the opposite aisle recognize the shift.

“(Content consumption) behaviors are changing,” said Zac Moffatt, co-founder of the digital agency Targeted Victory. He left the company briefly in 2011 to serve as Mitt Romney’s digital director during the primary and general elections. “With television, for the first time ever, now 50% of viewers are watching television online. You still have broadcast, but you have broadcast cable, broadcast cable online.”

Consequently, agencies that service political organizations are looking to expand their horizons. Case in point, Targeted Victory recently integrated its ad tech with community organization platform NationBuilder, a move designed to reach specific audiences via geotargeting or voter data through display ads, preroll video and Facebook Exchange.

Mobile is another hot area. Marketing agency Revolution Messaging Group, which serves the political and nonprofit sector, has seen an increasing demand from organizations looking for help targeting constituents through mobile advertising.

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Behind Adobe’s Primetime Push


JeremyMost know Adobe for the company’s Creative and Marketing Cloud offerings, but it’s the company’s end-to-end, “TV Everywhere” platform Adobe Primetime that steals the show with broadcasters and cable operators like NBC Sports and Time Warner Cable.

The year-old platform encompasses technology Adobe acquired when it bought video ads platform Auditude in 2011, as well as digital rights management, video analytics and user authentication.

“(We want to) help the television industry through this digital transformation and find new and exciting ways to reach their audiences across whatever devices they want to watch their content,” said Jeremy Helfand, VP of Adobe Primetime and former CEO of Auditude.

Helfand spoke with AdExchanger about Adobe’s push to deliver TV content to every IP-connected device.

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The Cross-Device Question: Krux


krux chavez vaidyaKrux’s co-founders, CEO Tom Chavez and CTO Vivek Vaidya, discuss what the company offers in terms of linking consumers across devices.

This is the eighth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Earlier this month, we published interviews with Neustar Aggregate Knowledge, Adobe and Lotame.

AdExchanger: What do Krux’s customers want in terms of cross-device connections, and what can Krux offer?

TOM CHAVEZ: The shorthand we use internally is we call it CDUI: Cross-Device User Identification. We see a lot of our clients push us into this and we’re glad they have because we understand how strategic it is.

Do publishers have different needs than marketers?

VIVEK VAIDYA: The challenges are similar in the sense that marketers also want the ability to target users across devices. The most common use case we see is one of frequency capping. They want a true frequency cap, and not a cookie-based frequency cap. The challenge for marketers is they don’t have access to a data set to train algorithms that will come up with the CDUI intelligence we’re talking about. That’s where the service we provide comes into play for them. We can provide not just a global frequency cap in terms of reaching the same cookie across three different media execution systems; we can reach the same user on three different devices across three different execution systems. That’s the most common use case we see as far as cross-device user identification for marketers.

And then once you put in the framework to do true frequency capping you can start to consider true attribution, true people-based attribution, as opposed to cookie-based attribution across devices. Read the rest of this entry »

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What Challenges Must Be Overcome To Enter The China Ad Tech Space?


China AdviceAs programmatic buying continues to grow internationally, one region is catching companies' eyes: Asia Pacific. But online advertising technology in countries like China is a completely different beast than what many Western ad tech companies are used to.

Many players in the ad tech space in China, including the major publishers, are international companies looking to move into the region. They must learn the market, understand its nuances and connect with local partners.

We reached out to several industry executives in China with the following question:

How can US- or foreign-based ad tech companies make their way into the Asia-Pacific or China market? What challenges must they overcome and what advice do you have?

Please click below or scroll down for more:

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The Evolution Of Programmatic RTB In A Mobile-First World


laurenmoores"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 Lauren Moores, vice president of analytics at Dstillery.

When real-time bidding debuted at scale a few years ago, it was heavily associated with remnant inventory and direct-response campaigns. Fast forward to today, when RTB serves as a vehicle for upper-funnel marketing and a core strategy for accessing mobile consumers in an increasingly mobile world.

The growth in digital media is overwhelmingly driven by increased media consumption on mobile devices, and many of the impressions that once happened on desktop are now happening on those devices. Worldwide, there are now more RTB impressions on mobile phones than on desktop. In Europe, mobile RTB impressions grew by 43% in the third quarter of 2013, while tablet impressions increased by 102%, according to Adform’s 2013 RTB Trend Report.

With this growth, RTB has graduated from its position as a remnant channel to now starting to be perceived as a premium-branding channel. The expansion of programmatic from direct response to branding has been driven by both the rise in mobile adoption and the ability to intelligently serve ads to targeted audiences.

There are two factors that make real-time branding viable.

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How Big Data Can Make The Most Of Small Campaigns


frostprioleaurevised“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 Frost Prioleau, CEO and co-founder of Simpli.fi.

The average small and medium-sized business (SMB) in the US spends about $400 a month on marketing, according to the US Chamber of Commerce’s 2013 SMB Internet Marketing Survey. Of that $400, 46%, or $184, is dedicated to digital advertising.

For most local advertisers, the best route to leveraging digital for their business is through a locally focused advertising network or their local media publishers. These types of entities can coordinate their marketing budget across several channels including search, online directories, mobile and, increasingly, targeted display.

At first glance, it would seem that local advertisers have the most to gain from programmatic marketing, with its high volumes of inventory from which to choose, precision audience targeting, highly optimized campaigns and spending efficiency.

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Publicis' Q1 Report Debrief; Expanding Nielsen Online Campaign Ratings To Mobile


big-slow-mergeHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Publicis Groupe’s Q1 Report

The merger of equals with Omnicom is underway but moving more slowly than anticipated, according to Publicis Chairman and CEO Maurice Lévy. On Thursday, Publicis reported earnings and an organic growth rate of 3.3% for 2014’s first quarter. Stats showed revenues increased by 2.2% from 2013. Lévy mused, “Added to the double-digit growth in digital activities and the marked improvement in healthcare, these are good reasons that allow us to feel confident about 2014.” Meeting its growth objective of over 4% for the full year, the company said it was on track to reach growth and profitability targets for Publicis’ strategic road map for 2018. Read the press release. Read the rest of this entry »

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‘Angry Birds’ Maker Dives Deeper Into Video And Native Ads, Eyes Programmatic Direct


Michele-TobinRovio, the creator of the "Angry Birds" mobile game franchise, was one of the first companies to explode in the mobile gaming space.

Mobile gamers are fickle, though, and the company has expanded into a multimedia enterprise in addition to growing its advertising business. AdExchanger spoke with Michele Tobin, VP of global brand partnerships and advertising, about Rovio’s approach to programmatic advertising, native and video ads.

AdExchanger: What is Rovio’s advertising strategy?

MICHELE TOBIN: We’re focusing on rolling out more ad opportunities for brands to enter our world in a way that provides entertainment value and has a halo effect on the brand. That means moving away from banner ads to rewards-based video, where the fan can choose to watch a brand video and get what they need in the game.

Just last week we did a soft launch of this (rewards-based video) in Angry Birds Star Wars 2. You get special characters that are frozen in carbonite and you can either thaw them with game currency, wait several hours or days for the character to thaw or watch a video to get the character immediately. It’s an organic part of game play that brands can sponsor and participate in.

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