RSS FeedArchive for the ‘Data-Driven Thinking’ Category


Will Tools Like Apple Pay Move The Needle On Mobile Commerce?

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.

With holiday shopping following close on the heels of the fall release of the iPhone 6 with Apple Pay, I expect shopping behavior to shift further toward mobile because of reduced transaction costs.

Already mobile commerce (mcommerce) is expected to account for 19% of US ecommerce retail sales this year, according to eMarketer, totaling $57.79 billion overall. Now we’re all waiting to see whether integration of Apple Pay and other mobile payment options in brand mobile apps or mobile-optimized sites will create momentum, giving retailers that final piece of data that shows the value of mobile in the consumer path-to-purchase journey.

Using the mobile phone to pay for purchases is not new. Is this fingerprint-based NFC iOS-only solution just a shiny alternative to solutions already in play, such as M-Pesa (SMS-based payment), PayPal, Google Wallet or Softcard? How does it fit with existing consumer bank options, One Coin or Plastc? Did it just make the competing MCX CurrentC QR code approach obsolete before it is released?

(more…)


When ‘Programmatic In-House’ Is Really Not In-House

meganpagliucaupdatedData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is by Megan Pagliuca, vice president and general manager for digital media at Merkle Inc.

The marketers that are truly taking digital media in-house are few and far between.

Those that are successful with in-house media tend to be the digitally native marketers for whom digital is already a core competency, such as Groupon or Amazon. These types of marketers have often built their own ad servers, web analytics platforms, demand-side platforms (DSP), preferred-marketing developers (PMD), data-management platforms and attribution methodologies. When Groupon says it does all of its digital media in-house, it means it.

I see a trend of marketers pushing back against a broken agency model and, rightfully, firing their agencies. However, the media-buying services aren’t being taken in-house. Instead, they are being moved directly to buy-side technology platforms.

(more…)


Data: The Center Of Media’s Biggest Custody Battle

John-donahue"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 John Donahue, CEO at White Lightning + The Judge's Son

The promise that marketers have been making for the last 15 years – that data will transform advertising by increasing efficiency and yield while lowering cost – is finally coming to pass. Programmatic and data-driven buying have come to the forefront of the media business for everyone from small businesses to giant CPG manufacturers.

Since it takes data to power programmatic buying, the value of data keeps rising. And because data is more valuable than ever, everyone wants to be at the center of the data universe. Agencies, publishers, brands and tech companies are all fighting to amass as much of it as possible.

And In This Corner…

This battle royale for data ownership makes sense, in part because different players tend to see data in terms of a giant, zero-sum game of king of the hill. There seems to be a belief that the company who owns the data will win. But this couldn’t be further from the truth.

(more…)


These Tech Disruptions Will Reshape Advertising

bob-lord"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 Bob Lord, CEO at AOL Platforms. 

While the term “disruption” has become a bit of a cliché, there’s no denying that technology is radically reshaping the ad industry. Investments in programmatic-powered ad campaigns are climbing, enabling agencies, brands, publishers and even broadcast players to realize significant value from automation.

And as programmatic technologies continue to evolve – fueled by increasingly massive amounts of data – the benefits will move far beyond just process efficiencies to impact every aspect of advertising, from media selection and creative execution to how TV advertisers serve data-enhanced campaigns.

With all of this in mind, I expect to see three developments in 2015.

(more…)


Mobile Recreates The Living Room Media Experience – On The Go

mahidesilva"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 Mahi de Silva, CEO at Opera Mediaworks.

For the better part of the last 50 years, brands’ ad spending focused on the living room, which included TV, radio, newspapers and magazines, as the primary way to reach various audiences. It worked because the living room represented a comfort zone where families converged around the latest news, popular trends and entertainment provided by traditional media.

Today, the living room model has been upended. Audiences of all ages have moved to digital, and nomadic media consumers often have multiple connected devices on hand. Although some remain skeptical, consumers, especially millennials, are increasingly adopting mobile as their new comfort zone. At the same time, innovation is enabling the re-creation of the living room media experience on the go.

Dozens of new mobile features and capabilities are launched daily, but a few technologies specifically help brands better engage with their audiences.

(more…)


Why Do Marketers Shy Away From Valuable Data Points?

rachel-dicola"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 Rachel DiCola, senior director for consumer insights at Gamut.

Despite easy access to information these days, data often lacks a place in the tactical negotiations of media buying and selling. While agencies and advertisers use data for high-level planning, it remains both a difficult and obscure tool for many. As a result, it unfortunately plays a minimal role in the media-buying and selling negotiation process.

With all of the data points available to marketers, it’s shocking that most discussions are still centered on just three data points: age, gender and geography. With the exception of the latter, these tend to be poor indicators of purchase or media consumption behaviors. They are simply too broad. There are so many other data points that could be even more impactful to a campaign.

I see two main blockades challenging the use of more intricate consumer and audience data:

(more…)


You Won’t Find Your Best Customers At The Bottom Of The Funnel

peter-davies"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 Peter Davies, chief revenue officer at ROKT.

I’ve noticed an alarming trend: While most brands have great bottom-of-the-funnel strategies, they struggle to unlock new consumers and shift consideration.

Some marketers spend as much as 75% of their digital budgets at the bottom of the funnel, driving sales from consumers who are already considering a purchase. Advertisers know they need to be smarter and more creative in this competitive realm, yet most large agencies aren’t structured to do so.

There are too many teams fighting for their share, ultimately missing the opportunities to communicate seamlessly throughout the consumer journey.

Competing for consumers when they’ve already exhibited consideration and intent to buy is sort of like looking for love at a bar. Some think bars are the best place to meet people because you find like-minded folks who you assume are there to meet people too.

It’s a recipe for success, right? Wrong. You’ve walked into the most competitive environment for finding the perfect match.

(more…)


Agency Fail: Many Missing The Boat On Tablets

robertwebster"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Robert Webster, chief product officer at Crimtan.

Tablets are everywhere. They will soon be the screen of choice for the majority of US web users, whose ranks will rise from 76.1 million in 2014 to an estimated 82.1 million by 2015.

As eyeballs shift from PCs and laptops to tablets, however, some agencies are still taking a one-size-fits-all approach to their display campaigns, which fails to accommodate and take advantage of the way tablets function and the type of user they attract.

But with a large percentage of ads now being viewed on tablets across the US, there are a few challenges agencies need to overcome to maximize the effectiveness of their campaigns. The payoff is worth the effort.

(more…)


Don’t Believe The Lies About Digital Media

eric-picardData-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 Picard, vice president of strategic partnerships at MediaMath.

For years, there has been a series of bad memes spreading throughout our industry. Some of the big ones have caused a huge amount of misunderstanding in our space.

Here’s my favorite: “There is infinite supply of ad inventory. With this overabundance of supply, the cost of inventory will be driven to zero.”

This way of thinking caused the publisher side of the industry to fear and block adoption of programmatic buying and selling until the last year or two, when it was proved to be false.

(more…)


Publisher-Agency Hybrids Will One Day Take On Facebook and Google

christophecamborde"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 Christophe Camborde, CEO at Ezakus.

In the wake of Publicis Groupe’s $3.7 billion acquisition of Sapient Corp., I have to give Publicis CEO Maurice Levy much credit. He dusted himself off in the aftermath of the failed Omnicom merger and reasserted his place as a mover and shaker in the agency world.

What’s even more impressive is how SapientNitro recently positioned itself as a next-generation agency that combines traditional creative and media planning and buying capabilities with technology and analytics services. It’s a direct challenge to management consulting firms like Deloitte and Accenture.

This powerful and undeniable symbol illustrates how the ongoing advances in marketing and advertising technology spark innovation in entrenched business models that recently seemed set in stone. These shifting paradigms in our industry have inspired me to make a bold prediction.

(more…)