RSS FeedArchive for the ‘Data-Driven Thinking’ Category


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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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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