UGG Australia Reaches Its Audience, One YouTube Sensation At A Time

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UGGWhen your target audience is tween girls aged nine to 13, there are not only data and targeting considerations to keep in mind but also a general elusiveness from a media consumption standpoint.

When UGG Australia came out with a new “I Heart UGG” brand line, YouTube stood out to its agency, Santa Monica-based Palisades Media Group, because of the tween-saturated fan base its creators have built.

“Because of the unique demographic we were trying to reach, we had to take a more unique approach in how we reached that audience, which was very much contextually based and didn’t use traditional data targeting,” commented Jeremy Viola, VP and group director of strategy at Palisades Media Group.

Initially an offline campaign, Palisades sponsored an in-store appearance with YouTube girl band sensation Cimorelli, which sparked a screaming frenzy reminiscent of a Michael Jackson performance, according to its client.

The agency wanted to replicate that interest online, but it wasn't easy. “If you can’t always afford to partner with  [celebrity creators who typically command higher CPMs] where else do you look on YouTube to ensure channels are high-quality?” Viola said.

To build essentially its own YouTube "network," Palisades tapped Outrigger Media’s OpenSlate, a tool that assesses and scores 220,000 YouTube channels based on measures of influence, content quality and engagement.

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AARP Turns To Krux To Act On Its First-Party Data

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Krux AARPBecause AARP serves a specific demographic – people over 50 – the magazine has long understood just how valuable it was to provide advertisers with a segmented audience.

But within that age bracket, there is incredible diversity of segments that the AARP knew would provide value to advertisers. So the team decided to use Krux to build its data-management platform (DMP), which would run across AARP The magazine section and aarp.org as a whole.

Through Krux, the AARP could create segments on the site and offer advertisers audience extension. Internally, the site could use the platform to boost membership.

Since AARP implemented Krux more than a year ago across aarp.org, the average CPM of run-of-site placements doubled with the audience data from the DMP added in. The site's investment in Krux’s software gave it a return six times over.

Key to the success was the ability for the AARP to leverage its offline data, which had subscribers’ birthdays, household income, gender and other demographic data provided by the user.

The Advertiser Advantage

“Advertisers crave finding quality, declared demographic data,” said Mike Moreau, chief solutions officer of Krux. “A lot of the third-party data available is inferred. In the AARP’s case, you have people saying: ‘This is my birthday.’”

Krux enables AARP to combine that offline data with other behavioral data that might take place on the site, as well as third-party data Krux brings in from other providers. That gives advertisers plenty of options for how to use audience targeting. Read the rest of this entry »


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What Does The Future Hold For Automated Guaranteed?

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richardjalichandrasellsiderThe Sell Sider” is a column written by the sell side of the digital media community.

Today's column is written by Richard Jalichandra, CEO at iSocket.

A recent AdExchanger column concluded that everyone is to blame for lagging automated guaranteed adoption. Buyers, sellers and vendors are not exempt.

I agree. All parties bear responsibility for making this new ecosystem a success, but there’s some differences in how I think about the future of automated guaranteed. First, I believe automated guaranteed is compatible with a futures marketplace and second, publishers are savvier than some in the tech industry often give them credit for.

Change doesn’t happen overnight. Like any emerging technology, automated guaranteed can be most successful when we don’t try to reinvent the wheel from the get-go. Even though automation changes the way we do everything, new technology can be most effective if it, at least initially, mimics the way people have always done things, and whenever possible, integrates with existing systems to make workflows seamless.

The automation of guaranteed media sales can be used to create new marketplaces and forge connections between sellers and new buyers, but it can also be used to automate the workflow for existing direct sales.

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Programmatic Speeding Up; MediaMath Acquires Upcast

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automationspeedupHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Programmatic Gains Speed

Programmatic ad spend in the US will surpass $10 billion this year, according to eMarketer, and is growing at a rate of 137%. According to the research, ad spend on automation will double to $20.4 billion by 2016. “Today publishers largely guard high-value ad inventory such as TV and premium digital video content, though we expect a greater number of ads sold programmatically in these formats starting in 2015,” said eMarketer analyst Lauren Fisher. “Those who do decide to turn to programmatic, however, are likely to do so via programmatic direct, where they can still secure inventory guarantees.”

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Beset By Data, Nissan Demands More Integration At The Agency Level

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roel-de-vriesMarketing is more than ever a science, but that doesn't mean it should become less of an art, according to Nissan's marketing chief.

"It's the era of big data. To the most detailed level we can check who's buying what and where and when, as well as people's behaviors and actions," the automaker's global head of marketing, Roel de Vries, told an audience at the Association of National Advertisers' Masters of Marketing conference on Thursday.

But de Vries said he believes the ready availability of so much data has been at least partly negative. "Over the last 10 years we started communicating so many messages by so many channels using so many agencies that I believe the impact of what we do has been minimized," he said.

It's the marketer's job, de Vries said, to prevent the surfeit of data from clouding the brand message. There's no question that leveraging customer analytics drives business growth.

"But it wasn't the data that achieved this," he said. "What will make our brands stand out is the clarity and consistency" of the creative.

Nissan sells 5.2 million cars each year, and people shop for a car on average only once every six years, de Vries said. As a result, "We spend a lot of money on the 0.01 people who are about to buy a car."

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DoubleClick Bid Manager Volume Doubled In Past Year, Google Q3 Revenue Up 20%

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google Q3Google’s Q3 revenue rose 20% year over year to $16.52 billion, though it continued to see click volume rise (17% YoY) and cost per clicks fall (2% YoY).

Google sites comprised about two-thirds of revenue, for a total of $11.25 billion. Partner sites contributed $3.43 billion, or about 20%.

Google’s O&O paid clicks (which include YouTube's TrueView products and ads on its Maps and Finance pages) increased 24% year over year, while paid clicks within its network increased just 2%.

The numbers disappointed Wall Street, which expected slightly higher earnings per share. In after-hours trading, the stock price fell 2%.

During the earnings call, CFO Patrick Pichette introduced Omid Kordestani as the permanent chief business officer. Kordestani had served as interim CBO after Nikesh Arora left the role last quarter for a position at SoftBank Corp.

Kordestani joined Google in 1999 and built the business side. He left in 2009, but served as an adviser to CEO Larry Page before stepping into the role of CBO.

Kordestani pointed out the growth in Google's programmatic platforms, with impression volume on DoubleClick Bid Manager, the DSP formed from the acquisition of Invite Media, doubling in the past year.

On the publisher side, Kordestani said the number of private exchanges doubled from the previous year as publishers turned to private exchanges to generate revenue from premium ad space. Google signed publishers FOX TV and Edmunds this quarter, Kordestani said. Read the rest of this entry »


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Programmatic: Great For Direct Response, Bad For Branding

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lawrence-herman"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 Lawrence Herman, CEO at BlueLink Marketing.

It seems over the past year we’ve heard a number of creative agencies tout programmatic ad buying as the perfect answer to a company’s branding needs, enabling them to save money, create transparency and reach consumers with their message.

But frankly, I have never quite understood this line of reasoning.

Programmatic advertising is still a relatively young market and there are currently no statistics on how much of it is dedicated to direct-response advertising vs. branding.

But whether or not programmatic for branding is more dream than reality, I think advertisers are better off investing their time and effort into programmatic for direct-response advertising and not for branding. Here’s why.

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Marketing Automation For Mobile Apps: Salesforce.com’s Next Main Squeeze

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LazerowBesides its analytics announcement, Salesforce.com turned up the volume on mobility and its future in the wearables market during the Dreamforce conference.

As if on cue, rapper Will.i.am paraded onstage Wednesday evening with a group of engineers where he revealed “PULS,” a smart wrist band he developed via fashion and technology firm i.am+, a business he runs in between tours. (Salesforce Ventures is an investor in i.am+, a spokesman says.)

What does this have to do with Salesforce.com from a business standpoint? Very little, though it underscores the CRM giant’s focus on mobile development. The company rolled out “mobile-first” platform Salesforce1 last year and followed it up this year with app developer tool Salesforce1 Lightning.

Michael Lazerow, chief strategy officer for the Salesforce.com Marketing Cloud, said the company builds in an “API-first” manner, and that many platforms were subsequently rewritten to account for this mobile shift.

He spoke with AdExchanger about the company’s mobile efforts, the recent rebrand of the Marketing Cloud, and the integration status of various Marketing Cloud components.

AdExchanger: First, why did you lose the ExactTarget name?

MIKE LAZEROW: It was strategic. We came to a realization that we had spent two years replatforming a social product. It’s always been doing well, but it wasn’t one product.

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Alliance Data Systems Anticipates Conversant Will Increase Revenue To $6.6B

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ads alliance dataAlliance Data Systems (ADS) reported Q3 2014 revenue of $1.3 billion, a 20% YoY change, mostly driven by the company’s private-label credit card services division, which saw 17% YoY revenue growth to $622 million.

ADS has steadily increased its outlook with each earnings call, and it did so again in its Q3, raising its core earnings per share (EPS) guidance by $.05 from Q2 2014.

ADS made a splash in the ad tech world when it agreed to acquire Conversant for $2.3 billion on behalf of its marketing data subsidiary Epsilon. Once the deal finalizes – ADS anticipates it’ll close by Jan. 1 – company President and CEO Ed Heffernan said he anticipates ADS revenue will increase 25% to $6.6 billion, raising core EPS to roughly $14.80 to $15, a 20% increase.

Heffernan emphasized this figure was just “a stake in the ground” and that ADS will refine the number.

Heffernan also noted growth in ADS’ other business units, including 52% YoY revenue growth to $324 million for airline loyalty program provider LoyaltyOne and 6% YoY revenue growth to $378 million for Epsilon. Read the rest of this entry »


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