RSS FeedArchive for the ‘Data-Driven Thinking’ Category


Marketers And Publishers Must See Eye To Eye On Yield Optimization

tom"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 Tom Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services.

To improve the performance of their digital advertising campaigns, marketers can use yield-optimization practices, which are common in media supply sources.

Yield optimization employs a variable pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, perishable resource.

While this method has several benefits, there’s a big problem. The publishers – the outlets that provide the advertising space – and the marketers – who place the ads – both use yield optimization without considering the other party. I believe that in order to fully maximize this technology, marketers and publishers need to find middle ground.

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How We’re Fixing Frustrating Deal ID

andrewcasale"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 Andrew Casale, vice president of strategy at Casale Media Inc.

When I first wrote about deal ID more than two years ago, it was a simple idea with an uncertain future that just starting to gain traction.

Deal ID has since risen in visibility, implementation and ubiquitous adoption. It’s become a method major agencies and publishers are expected to know. Heck, there have been entire conference panels built on the topic.

Deal ID combines the efficiency and scale of the exchange with negotiated criteria that inform and guide direct buys by bringing the human element into the fold.

The problem with deal ID is that everyone hates its cumbersome nature. But there is help on the way in the form of a concerted effort amongst both buy- and sell-side technology platforms to address its faults.

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Native May Sink Before It Sails

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.

Last December, the Interactive Advertising Bureau (IAB) released a native advertising playbook to establish a common framework for the industry. Since then, native has become a popular channel for brand advertisers looking to drive consumer attention and engagement, and publishers, such as The Wall Street Journal and Time, seeking more sustainable monetization opportunities.

But with all this momentum, there is a specific type of execution – in-feed ads – that could undermine native’s true promise.

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Video Ad Targeting Isn’t Behavioral Because It’s Not Direct-Response

gregsmithtremor“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 Greg Smith, vice president of programmatic at Tremor Video.

Display ads are most commonly used for direct-response campaigns that rely on behavioral targeting. Video ads, by contrast, generally do not rely on behavior targeting for their success. Marketers who try to use video as a direct-response vehicle are going to be very disappointed.

For display advertising, data derived from online behaviors is like gold. A consumer can look online at buying a set of golf clubs, for example, and maybe even put them into his cart. Then, thanks to cookies and real-time big data analysis, a display ad can be served prompting him to complete his order, with more ads following him around the Internet with offers for other golf accessories or even travel and resort packages.

Some Data Is More Important

As with our golfing example above, retargeting data is the most important piece of behavioral information used for display and direct-response campaigns. Via the magic of cookies it’s a simple matter to show reinforcing or complementary display ads wherever a consumer goes digitally.

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We’re Overpromising And Underdelivering Again

joelniermannew"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 Joel Nierman, vice president of digital and media strategy at Liquidus.

I only remember a few things from back when I started in this business a decade ago as an eager and innocent media coordinator at a real agency. My first solo vendor lunch was PotBelly. I didn’t really know what the non-media strategic planners did (and I still don’t). In most of our client meetings someone from our agency said, “Digital advertising is the most measurable form of advertising you could possibly ever do.”

Invariably sometime after we convinced an on-the-fence marketing director to run some ad campaigns she’d ask me a completely legitimate question like, “Well, if _____ network is so much better than the rest, why don’t we put 100% of our budget there?”

How could we explain that the others were contributing to the process, but that particular network just won the cookie fight, and we can’t really measure that but we already told you we can measure anything? Thank goodness my boss was around to bail me out with some clever talking points and article links.

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Advertisers Taking Programmatic In-House Is Short-Sighted

jayfriedmannew“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 Jay Friedman, COO at Goodway Group.

I see a concerning pattern forming in the marketplace.

Agencies are bracing for change as advertisers heavy up on programmatic, often in-house, according to a recent report. But that wasn’t the first piece to addressthistopic.

I believe this is a troubling trend for all parties, not just agencies.

There are three primary causes driving this trend. First, it is so white-hot that advertisers feel the need to touch it directly and not be left behind. I wasn’t working when cable stormed onto the scene in the early 1980s, or even online in the mid-1990s, but I haven’t seen evidence of clients taking either of those submedia in-house. So why programmatic specifically?

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In the Facebook Age, It’s Time for Publishers To Face Facts

terriwalter“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 Terri Walter, chief marketing officer at PubMatic.

If you hang out with publishers and others in the media business long enough, you’re going to hear one question come up for discussion again and again: Is company X a tech company, a media company or both?

I’ve had this debate about Yahoo, Facebook and Google. While this debate raged on, a few corporate behemoths ate the publishing industry’s lunch. If you want to see why so many publishers are gasping for air, look no further than Silicon Valley and the very smart and powerful techies who’ve turned their sights on competing directly with publishers for the same ad budgets eyed by publishers.

Instead of using content like long-form articles and reportage, recipes and how-to guides to build consumer relationships, these companies use Internet-based services to rapidly grow consumer relationships. But at the end of the day, their business models are as dependent on the buying and selling of advertising as they are on their technology. They’ve entered the publishing game head-on and they’re playing to win.

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Consumers Need The Inside Track On Privacy

lisa-joy-rosner“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 Lisa Joy Rosner, chief marketing officer at Neustar.

The behavioral advertising train has left the station. It’s speeding along with customers’ data as its freight. Not all customers, however, want to go along for the ride.

As marketers, we know that personalized ads and content drive better brand campaigns and a better customer experience. We know that about half of consumers believe personalized ads are more engaging, educational, time-saving and memorable.

But that still leaves the other half who distrust the train. They don’t know who’s driving, where it’s going and what ultimately happens to the freight.

The only way to get 100% of consumers all aboard is to protect their cargo and give them the inside track on how you’re doing it.

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Brands Need To Move Past Groundhog Day

marcgrabowskinewData-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 Marc Grabowski, entrepreneur-in-residence at Highland Capital Partners.

In the movie “Groundhog Day,” Phil Connors, played by Bill Murray, meets his high school classmate, Ned Ryerson, over and over again while stuck in an endless time loop.

That aspect of the plot resembles my favorite definition of insanity: doing the same thing repeatedly and expecting a different result. This is today’s largest marketing dilemma. Too many brands are paying over and over again to find existing customers and reach them via welcomed means.

Every year, brands increase their marketing expenditures on publishers such as Facebook, Google, Yahoo and others. Digital ad spending will increase 14% this year compared to 2013, while mobile will grow 85%.

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Vacation Nation: Marketing to Summer Travelers

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.

Summer. It’s a magical time of year when it’s a little easier to get away from work for a stress-free vacation. And no school or homework means that the family trip everyone has been looking forward to can finally happen.

For digital marketers, all the time consumers spend away from their desks and hometowns presents new opportunities. Travel to new locations can tell marketers about consumers and provide information that otherwise would not be available. Where we live and we travel paints a picture of who we are as consumers.

There are a few things to consider when deploying mobile campaigns between now and the summer’s end.

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