RSS FeedArchive for the ‘Data-Driven Thinking’ Category


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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Open RTB Needs Its Own Bloomberg Terminal

joshengroff"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 Josh Engroff, chief digital media officer at The Media Kitchen and managing partner at kbs Ventures.

It has become fashionable in media circles to compare the programmatic media market to the high-frequency trading described in Michael Lewis’ “Flash Boys.” The analogies are easy to come by: The open RTB exchange is similar to the New York Stock Exchange and Nasdaq, while private programmatic exchanges resemble Wall Street’s “dark pools.”

It’s a tempting but facile comparison. To be sure, programmatic and open RTB have driven huge efficiencies in media trading, smarter data-centric targeting and better analytics. And the advent of programmatic is a hugely important event in the evolution of media trading. It is the future.

But in our breathless, enthusiastic embrace of programmatic, which is often a source of amusement to those outside media, we need to remember that RTB exchanges are still evolving and currently lack some key characteristics found in financial markets. Chief among these is a clear view into all price and volume information. In other words, they lack true market transparency.

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The Risk Of Clicking Facebook’s Social Plugin

garykibel"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 Gary Kibel, a partner in the technology, digital media and privacy practice group at Davis & Gilbert.

When developing an interactive campaign or product, incorporating social plug-ins is generally a quick and easy no-brainer. However, have you ever asked about what data is being collected by the plug-ins, or if there are any laws on the books that might apply to this activity?

The ad tech world often finds itself forced to resolve the conflict between decades-old laws and new technology. The round peg often does not fit into the square hole. This is precisely the situation in a pending class action lawsuit involving Hulu, the Facebook “like” button and the Video Privacy Protection Act (VPPA).

The VPPA is not some new law enacted to address online video. It was signed by President Ronald Reagan in 1988 in response to outrage over the disclosure of Supreme Court nominee Robert Bork’s video rental history. A reporter obtained the information from a local D.C. video rental store to highlight Justice Bork’s originalist views that the Constitution does not contain a right to privacy. He didn’t rent anything salacious, like “Rochelle, Rochelle,” by the way, but you can imagine why nervous policymakers passed the law in a hurry.

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Gaming The Attribution System

sephzdarko“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 Seph Zdarko, head of attribution initiatives and partner strategy at Quantcast.

Attribution models were designed with the best of intentions: to help advertisers understand which ads lead their users to convert and to inform which tactics effectively grow their business. While advertisers work hard to use attribution properly, they often unknowingly incentivize the wrong behavior from vendors, leading to ineffective spending of their budgets.

It’s a dirty secret of today’s digital ecosystem. I call it “attribution gaming.”

The main reason gaming is so prevalent in display advertising today is the widespread use of last-touch attribution, a model in which 100% of the conversion credit goes to the last ad served before a conversion. With today’s cluttered ad ecosystem, the problem with the simplistic last-touch model is that it is easily gamed and lends itself to manipulation.

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Cross-Channel Video Ad Campaigns May Be Key To Millennials’ Hearts

martinkoganupdated"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 Martin Kogan, co-founder and CEO at Headway Digital.

I have a piece of vital advice for brand marketers everywhere: It is time to embrace programmatic video campaigns, or risk going out of style in a world increasingly run by millennials.

This may sound extreme, but I believe there is strong evidence that this advice could be the difference between success and total extinction.

Millennials are like no generation before them. They use their cell phones to text, not talk. They watch TV on their computers and tablets, not television sets. Having grown up fully immersed in a digital world, they’re accustomed to consuming whatever content they want, whenever and wherever they choose.

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Does Online Advertising Actually Work?

tim-gough"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 Tim Gough, vice president of media solutions at dunnhumby.

As the IAB announced $11.6 billion in online advertising spending for the first quarter alone this year, the inevitable question arose: How is that working out for advertisers?

There are many factors in deciding whether Internet advertising works. With more marketing dollars funneling into digital advertising, we are absolutely right to question the extent to which it does. We have all of the data we need to quantify that, yet we still leave ourselves open to headlines such as “A Dangerous Question: Does Internet Advertising Work at All?

What’s going wrong? Are we failing to measure digital advertising correctly, or are we not executing it correctly?

Unfortunately, the answer is both. But there is light at the end of the tunnel.

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Math For Marketers: Why Attribution Is Upside-Down

kevin-geraghty“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 Kevin Geraghty, senior vice president of advanced analytics and decision sciences at 360i.

There’s an old space race story that NASA spent $2 million to develop an anti-gravity pen, while the Soviets just used pencils. The story serves as a reminder that sometimes you just need to look at a complex problem differently to find a better solution.

Marketers face a similar problem with attribution. They are consumed by too narrow a problem – attribution – when they need to rethink the whole equation. The difficulties with attribution extend beyond the commonly recognized issue of a last click getting all the credit. Companies turn away profitable business because they base their media investment strategy on upside-down math.

There is a structural mismatch between how we buy media – partner by partner – and the customer journey toward a purchase, which includes multiple partners and touch points. Determining ROI for each partner or touch point to make better budget allocation decisions is difficult, but it can be achieved through marginal contribution analysis.

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Do Digital Media Agencies Have a Plan?

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 at Bionic Advertising Systems.

Digital agencies used to get paid for unpacking an incredibly complicated digital landscape for marketers. Faced with all kinds of new marketing opportunities, advertisers turned to savvy digital agencies to figure out where to spend their money, and how much of it to dedicate to display, mobile and social channels.

The dingy little secret was that the agencies didn’t really plan much of anything. The way it worked was that agency planners would make an Excel template, create an RFP document, instruct the media owners to send back all kinds of creative ideas and fill out the media plan template. RFPs sent publisher teams spinning into action, churning out exciting-looking PowerPoints with screenshots and suggested spending levels.

Not much of this was scientific. Publishers often promised more inventory than could be delivered, knowing they would never get the full budget allocation. Agencies asked for various “budget levels,” knowing they would allocate only $50,000 per publisher – but asking to see $200,000 plans to get a better sense of where CPMs might be negotiated.

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With Display In Decline, Marketers Are Searching Elsewhere

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.

Digital is constantly changing. The promises of programmatic Internet display advertising are not being fulfilled, according to my conversations with marketers around the world. As a result, marketers are looking to reallocate budget to alternative digital channels where effectiveness and conversion rates are higher and more transparent.

That’s not to say that display is dead. It won’t die any time soon. Internet display advertising will overtake paid search for the first time in 2016, predicts Zenith Optimedia. Programmatic marketing and automation drives this growth as businesses seek the marketing nirvana described as “one-to-one marketing and storytelling at scale” by Dennis Buchheim, Yahoo’s vice president of product management.

Unfortunately, progressive marketers realize programmatic display – at least in its current form – is not the pathway to this nirvana, despite the industry hype and raft of investments in technology and systems over recent years. There are four reasons why, including consumer behavior, bottom-of-the-funnel metrics, a lack of transparency and the cookie issue.

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The Rise Of The Programmatic Media Specialist

paullongoupdated“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 Paul Longo, managing director at Accordant Media.

A media agency’s core DNA has traditionally fed a model built around the media planner. In recent years, agencies have received much criticism for conferring too much responsibility of their strategic media efforts on young planners in their 20s.

Certainly, many shops are still mired in that old mindset. And while it seems that agencies acknowledge that the planner’s role must be transformed to realize the potential of always-on marketing, there needs to be a quick shift to action to meet current planning realities and changing client needs.

To fully appreciate, it could be instructive to take a historical view of the evolution of agencies in the past 15 years. Until the aughts, most media planners focused on traditional planning – including target audience preparation, strategies and tactics – just once a year or quarterly. Once that planning was complete and campaigns were set in motion, things would ramp down. Optimization was a maintenance endeavor that took up no more than 30% of agency media folks’ time.

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