RSS FeedArchive for the ‘Data-Driven Thinking’ Category


A TV Buyer’s Wish List For Video

bill-dayData-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 Bill Day, CEO at Tremor Video.

Until recently, TV has been a relatively easy means to a reach and frequency end, but that’s not enough anymore. I doubt any big brand marketer or TV buyer disagrees.

What’s been missing is an easy, scalable and accountable way for TV advertising to cascade across screens and follow consumers and content everywhere. That’s why the hot topic of programmatic has rapidly escalated to the hotter interest in premium programmatic.

I believe premium programmatic is much more than the automated buying and selling of high-quality inventory, especially when using video in comparable ways to TV to achieve brand goals.

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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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Break Your Impression Addiction

marcustewksburyData-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 Marcus Tewksbury, global vice president for product strategy at Experian Marketing Services.

CMOs are still addicted to impressions. It doesn’t matter if they appear in banners, emails, 30-second spots, above the line or below it.

This seems counterintuitive to everything we read about big data, targeted ads and customer-centricity. Yet there is still a gulf between rhetoric and action in our industry. The proliferation of data has given us the ability to target audiences more precisely based on demographics, purchase history or behavior, but we want to do that at mass. Therefore, impressions are still our currency.

Marketing in a digital world requires that we strive to improve the customer experience and deliver a quality interaction every time, rather than just focusing on quantity, reach and volume. If the quality isn’t right, the volume can actually bend performance back into the negative. Doubling down on the old “at mass” techniques, regardless if they are data driven or not, just exacerbates the situation and creates noise that reinforces how little the brand knows or cares.

With the digital proliferation forever altering the equation between marketer and customer, the customer is now in control. CMOs seem to acknowledge this shift in power but have yet to move on from their formerly successful, volume-driven strategies. We need to give our CMO partners tangible steps for breaking their addiction and moving from the age of digital marketing to the age of marketing in a digital world.

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Location Accuracy: Three Common Questions

dansilverData-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 Dan Silver, director of marketing at xAd.

Things move quickly if you’re a mobile location technologist. A week can feel like three months, and if you’re not paying attention, it may seem like the world has passed you by.

That is also what it’s like for an agency media planner. That isn’t a knock on the planner, but a testament to their adaptability. The onus is on the technologist to make sure the media planner, agency or landscape, as a whole, understands the advantages they offer.

Among all the questions asked by agencies about mobile location accuracy, these are the most common:

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There's More To Programmatic Direct Than You Think: Reserved Vs. Unreserved

richardjalichandrasellsiderData-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 Richard Jalichandra, CEO at iSocket.

Though still an emerging industry segment, programmatic direct is fast becoming one of the most talked-about trends in ad tech. In spite of all this buzz – or perhaps because of it – there remains significant confusion about what is and isn't programmatic direct.

We have seen pieces explaining the difference between direct and indirect buying – specifically the distinctions between programmatic direct vs. open RTB – but that's not the only distinction at play.

The common misconception is that programmatic direct is one very specific type of media buying, but there are two very distinct categories: reserved and unreserved, both of which have advantages and disadvantages. The characteristic both share is a fixed price, but there are significant differences between "fixed price unreserved" and "fixed price reserved."

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Social Affinity Data: The Key To The Fabled ‘360 Degree View’

Chris-O-HaraData-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 Chris O’Hara, co-founder and chief revenue officer of Bionic Advertising Systems.

Despite years of online targeting, the idea of having a holistic “360 degree view” of the consumer has been somewhat of a unicorn. Today’s new data management platform landscape and cross-device identification technologies are starting to come close, but they are missing a key piece: the ability to marry key social affinity data.

In this chart, you can see that online consumers tell us about themselves in a number of ways:

chrisoharachart

 

 

 

 

 

 

 

 

 

 

Viewing affinities: We can see where they go online and what they like to look at, providing strong signals of their interests. Nielsen, comScore, Arbitron and others have great viewership and listenership data that is strong on demographics, so we can get a great sense of the type of folks a certain website attracts. This is great, but brands still struggle to align demographic qualities with brand engagement. Thirty-four year old men should like ESPN, but they could easily love Cooking.com more.

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Stop Working For Your Vendors

christopherskinner"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 Christopher Skinner, CEO at MakeBuzz.

I spend a lot of time traveling the country and meeting with big marketers to understand how they get new customers. Most of their internal marketing conversations quickly get bogged down with things like numbers, tactics, vendor selection criteria and KPI goals.

It’s understandable. Today’s marketing landscape is highly complex, and the ever-expanding roster of ad technology has marketers spending a lot of time simply trying to understand if they are missing something. Marketing leaders at larger companies hold up the Lumascape and wonder what they lack, while the expense and complexity of solutions terrifies smaller, resource-constrained firms.

The rise in chatter and intricacies in the system make me think about working for my father as a young man in his heavy machinery business. I helped him with duties like organizing projects and handling logistics. It was an incredibly thankless job. The right parts had to make it to the right part of the job site at certain times, confirmations made and invoices matched with purchase orders. There was always a screw-up of some kind. The best you could reasonably hope for was not messing up too badly. A job well done never received kudos.

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How Three Targeting Tools Can Drive Mobile RTB Adoption

jimcaruso"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 Jim Caruso, vice president of product strategy at Varick Media Management.

Advertisers are very excited about the rapid growth of mobile usage among consumers. By keeping Internet-connected devices close at hand at all times, consumers are essentially carrying an ad delivery mechanism with them day and night. Total monthly mobile app and web impressions available have more than tripled since August, according to AppNexus, one of the largest digital ad marketplaces.

Despite constant connectivity, reaching consumers on mobile devices is harder than it looks. Several mobile-specific targeting capabilities have been slower to scale than advertisers had hoped. Still, we’ve reached a point where advertisers have no choice but to adopt and integrate mobile into their media mix.

Yet there is no universal cookie targeting option for mobile advertising, so audiences built on top of the consumer behavior patterns that advertisers have come to rely on aren’t available. In order to get the most out of buying mobile in real time, three separate mobile ad targeting tactics need to come together.

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A Deeper Dive Into Pinterest’s Aggressive Ad Strategy

joybaer“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 Joy Baer, president at Strata.

Recent reports that Pinterest is seeking $1 million to $2 million commitments from advertisers mark a bold strategy for the company, especially considering that it hopes to fetch a CPM range of $30 to $40.

I like that Pinterest is aiming high. There are certain moves it can make that will allow the company to command such a high CPM. It will be a challenge to get there, but it’s possible. It already appears on the right track.

Pinterest started testing some advertising late in 2013, and it seems that a big concern for users is being inundated with potentially less relevant pins.

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