RSS FeedArchive for the ‘Data-Driven Thinking’ Category


It's Too Soon To Write The Mobile App’s Obituary

nishat-dunnhumby-usethis"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 Nishat Mehta, executive vice president of global partnerships at dunnhumby.

Mobile phone owners are using fewer apps, Deloitte recently reported, and 90% have never bought an app or other smartphone content. That has some industry observers concerned.

But that isn’t the whole story. Smartphone ownership continues to grow, and users are spending more of their digital time on mobile, especially in apps. How to explain these separate, seemingly contradictory trends?

In short, the mobile app economy is maturing. Rather than fearing that the app economy is on life support, or headed that way, it seems logical that people are spending more time on mobile apps but focusing on ones that come preloaded on their phones, plus a chosen few, indispensible apps.

(more…)


Are You Using Attention Metrics To Gauge Success?

justin-choi"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 Justin Choi, CEO at Nativo.

Online advertising grew up on a foundation of interruption. Audiences sought interesting, relevant content, and advertisers competed with editorial for their attention. Marketers then evaluated the success of their interruption by measuring clicks.

Nearly 20 years later, the industry agrees that click-based measurement is severely flawed. The correlation between clicks and conversion is virtually nonexistent. Yet, most media planners still rely on traffic and clicks as go-to indicators of campaign success.

As a result, today’s Internet has become an interruption arms race. The average user is served 1,707 different banner advertisements per month. In a high-content world where consumers have great control over how they consume media, and can easily avoid display ads by ad blocking or trained blindness, the interruption arms race is one that advertisers cannot win.

(more…)


Apple’s Barometer: Designed For Fitness, But More Valuable For Advertising?

eliportnoy"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 Eli Portnoy, president at Thinknear by Telenav.

When Apple announced two new sizes for the iPhone, plus the long-awaited Apple Watch, two weeks ago, the focus of the day was on the three devices themselves, but as we know, gadgets are a sum of their parts.

While improvements, such as wrap-around glass, the A8 chip and a more-powerful-yet-smaller battery, garner most of the attention, the one thing I was most excited to see was the barometer, which is featured in both the phones and watch. By measuring air pressure barometers, Apple devices can, for the first time, track users' vertical movement, in addition to their lateral motion.

There had been speculation about the inclusion of a barometer in the new devices for months, fueled in part by the June announcement of the Apple HealthKit. While my peers in the ad world focus on the new screens, my focus remains on the barometer not for fitness reasons, but wholly from the ad perspective.

(more…)


Who’s To Blame For Lagging Automated Guaranteed Adoption? Everyone.

vedantsampath“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 Vedant Sampath, chief technology officer of platforms at Mediaocean.

Premium digital media buying has been a surprising laggard in adopting automation.

Publishers, agencies and ad tech vendors share equal responsibility for this.

As the digital market matures, media buying is likely to stabilize around three channels: RFP-based negotiated buys for truly custom units, publisher-served guaranteed buys for industry standard units and real-time bid-based buying over exchanges, also for standard units.

While all three buying methods benefit from automation, the publisher-served guaranteed segment suffers the most from a lack of automated buying. This has resulted in unnecessarily high transaction costs for both agencies and publishers.

(more…)


Mobile Is The Beast

chris-ohara-new-2Data-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 at Bionic Advertising Systems.

Mobile is truly the biggest opportunity in advertising right now. Sorry, but nothing else even comes close.

Not only are mobile devices nearing ubiquity – research shows they’re owned by more than nine out of 10 earthlings – smartphones are nearing ubiquity in the developed world, too, with 56% penetration. People are on mobile all the time, and more than half of them use the mobile device as the primary way they access the Internet. At 1.8 hours a day, media consumption on mobile devices now surpasses both television (1.5 hours) and desktop (1.6 hours). If marketers would match their investment in mobile advertising, now at just 4% of media budgets, with the amount of time we spend there – 20% of our time – a lot of people would make a lot of money.

Not only is mobile the fastest-growing, most exciting place to be in advertising right now, it’s where the hugest opportunities are. Did you know that 44% of Fortune 100 companies don’t have a mobile-optimized website? That is insane.

(more…)


How Real-Time Advertising Can Disrupt Your Competitors

adamkapel“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 Adam Kapel, senior vice president of marketing and insights at Taykey.

Advertisers use technology to sharpen targeting, measure results and be more efficient and economical. How about using it to win?

The current trend toward automatic, programmatic ad technology certainly has its benefits. But does it help companies win new business? Does it take market share and mindshare away from competitors? Does it insert you into the most important conversations of the day?

Probably not.

Advertising can be a weapon for offense, and it should be a mechanism that puts a brand right in front of customers. It should disrupt competitors, while at the same time align with the ever-changing interests of a target audience. It should be a strategic tool that allows a brand to beat its competitors to the punch. These offensive and proactive advertising efforts are called real-time competitive conquest campaigns.

(more…)


Conversion Data: A Key To Cutting Waste

iandavidson“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 Ian Davidson, senior director of platform demand at OpenX.

If we want the best-case scenario for programmatic media buying, we can't hesitate addressing the challenges inherent to the ecosystem.

One of the key challenges: waste.

Waste works against value. It works against conversions. And if we want to eliminate it, we have to ask ourselves some tough questions.

Now, we might address fraud or viewability, but another significant way of thinking about waste in programmatic is to approach the parts of the process that our industry has traditionally feared changing.

(more…)


The Google Effect: What Will Be The Ultimate Cost?

reneehill“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 Renee Hill, president and co-CEO at Eyereturn Marketing.

The WSJ recently examined Google’s seemingly under-the-radar transition from search information conduit 10 years ago to full-fledged content- and commerce-driven destination today.

Pre-IPO, Google was a successful tool to push online users to brand sites, but now, more than ever, this search engine keeps those same users on its own sites by offering content that is at least as good – if not better – than what advertisers’ paid search results provide.

For example, if you search for Tesla’s stock symbol, TSLA, Google presents the share price directly in the search results. Immediately beneath the chart, the first link leads to Google Finance, where all of the stocks statistics are presented, in addition to a summary of all relevant business news concerning the stock. Historically, the user would have ended up on a business news site, such as Stockhouse or Financial Post, but with Google’s interception, this user will likely find out what they were after and remain on Google.

(more…)


Borrowing Against Receivables: A Solid Financing Option

jerryneumannddtData-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 Jerry Neumann, a venture capitalist with Neu Venture Capital.

We're used to using equity for startup financing – or things that are actually equity even though they're not called that, like convertible debt. Who would lend money to a startup in exchange for nothing but interest? An interest rate high enough to compensate for startup risk would mean interest payments so big they would drive the startup under.

But lenders do lend to startups. They have figured out they can make money and manage risk by taking forms of payment other than interest and by lending against specific collateral. This is great for startups because these loans are far less dear than venture capital.

The three main types of loans to startups are venture debt, receivables financing and equipment financing. I'm only going to talk about receivables financing because in many media buying models, working capital can be a significant use of cash, so financing receivables can greatly ease the pains of growth and seasonal spikes in demand.

(more…)


Programmatic Can Dial Up Radio’s Digital Revenues

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.

From programmatic’s perch on the bleeding edge of advertising technology, it could be easy to dismiss radio as an advertising medium of a bygone era.

But despite the tectonic shifts in the radio industry and listening habits of Americans, radio reaches 92% of all Americans age 12 or older every week, estimates Nielsen Audio. Combined with an emotional connection driven by music, on-air personalities and community spirit, it’s easy to understand why radio remains an important part of the local advertising media mix.

The radio advertising industry was worth nearly $5 billion industry in 2013, according to Borrell Associates. Digital advertising sold by radio reps accounted for $500 million, a 22% increase from the previous year. For the most part, these digital revenues are from digital services such as search engine optimization and social media management, which leverage radio’s strong referral patterns for online search and social media engagement.

(more…)