YouTube's New SVP Talks; The Forecast For TV Upfronts

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YouTube’s (Guaranteed) Re-Do

In her first full-length interview as SVP of the video platform, Google’s YouTube chief, Susan Wojcicki, discusses her role and says there is a shift in the way YouTube monetizes content. “In the past, YouTube treated all content and advertisers the same, but now it’s packaging its top 5% of content as determined algorithmically (of course) in 14 categories and offering that up front on a guaranteed basis to advertisers.” Dubbed “Google Preferred,” this foreshadows Google’s push for the TV ad dollar – connecting TV advertisers with inventory reserve. But at what cost in comparison to premium cable? Read more.

Online TV Redux

As the TV upfront season drives breathless coverage across the media world, analysts and broadcasters apparently disagree about whether or not digital advertising will take dollars away from television ad spend. David Bank, RBC Capital Markets analyst, says in The Wall Street Journal that “it’s all about reach” and argues that online video targets a concentrated and limited consumer subset. ComScore’s VP of marketing and insights, Andrew Lipsman, counters that multiplatform Internet consumption is key. TV beats desktop Web reach, but combining desktop, smartphone and tablet greatly extends digital reach. Read more (subscription).

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Agencies Talk Native Measurement

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measuringNativeWhile native advertising is this year’s digital buzzword, it’s not clear how one can measure its effectiveness. AdExchanger ran this question past a number of agencies:

“How do you measure native advertising?” 

Click below or scroll down to read their responses

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Condé Nast Goes Cross-Platform With 'Catalyst' Audience Tool

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Christopher Reynolds, Conde NastA year after rolling out Catalyst, its audience targeting and insights tool, Condé Nast Digital is enhancing the product to unify its audiences across digital and mobile platforms.

Like many publishers, Condé Nast has "seen massive growth in the last two years," said Christopher Reynolds, VP of marketing analytics for Condé Nast.

Last year, Reynolds said, it witnessed triple-digit percentage audience gains every month, year over year. Even with that slowing a bit this year, Reynolds said the publisher of brands like Vogue, Style.com, GQ and Wired is still growing at 60 to 70% year over year.

"Somewhere between 30 to 40% of our traffic is mobile," he says, "And we both collect data and would like to deliver audiences through our app environments and our mobile environments."

Instrumental to that will be Condé Nast's use of LiveRamp, a data on-boarding tool that for several years now has helped companies like Condé Nast mesh offline customer relationship management (CRM) data with online digital marketing applications for better targeting and more efficient spend. Just a few weeks ago the firm made its expansion into mobile official after working with several clients to perfect that broadened reach.

Data on-boarding is crucial to Condé Nast as it seeks to differentiate on its first-party audience data.

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What The SAP-Adobe-Accenture Triangle Means For Digital Marketing

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SAPAccAdobeWhen SAP and Adobe linked arms during last month’s Adobe Summit in Salt Lake City, it was unclear whether the reseller program was more about shared customers or code. But insiders note a third player indirectly involved in what seemed like a two-company partnership: management consulting giant Accenture.

Like SAP, Accenture has been making a push for digital marketing budgets with its acquisition of Acquity Group and earlier grab at design firm Fjord. The consulting firm also has close ties to SAP-run commerce company hybris for digital and ecommerce deployments.

“I think the Adobe-SAP alliance needs to be seen in the context of the broader SAP-Accenture Marketing Performance Solution,” said Martin Kihn, research director for Gartner. “The vision is for SAP HANA to power an Accenture media mix and analytics platform for marketers, who could use Adobe for the upstream stuff SAP and Accenture don’t do, like site analytics and content management.”

Adobe gains a couple of core competencies as a result of an “iron triangle” with SAP and Accenture such as professional services, custom solutions and implementation strength. “[These capabilities] lend Adobe some heft with the hardcore enterprise quants and CFO skeptics who don’t live in the marketing-driven cultures where Adobe traditionally shines,” Kihn noted.

SAP is already pushing itself into new disciplines. Consider the co-branded offering Adobe Analytics from SAP, released shortly after the Summit. Among the features of the co-branded tool is the ability to optimize ad spend and track online and offline marketing campaigns. These are not areas where the supply chain-intensive SAP has traditionally played.

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The Cross-Device Question: Adobe

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ComstockAdobe senior product manager Chris Comstock discusses what the company offers in terms of linking consumers across devices.

This is the sixth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Yesterday, we published an interview with David Jakubowski of Neustar Aggregate Knowledge and in the coming days, we’ll publish interviews with executives from Lotame and Krux. Read the rest of this entry »


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Kraft Exec: ‘Programmatic Is A Centerpiece For Us’

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Bob-RupczynskiKraft knows that consumers are easily distracted. At Forrester’s Forum for Marketing Leaders, Bob Rupczynski, VP of media, data and CRM at Kraft Foods, outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising.

“Through our meals, recipes and videos, we have about a billion interactions with consumers every year,” Rupczynski said. “And we asked ourselves, how can we take advantage of all our data?”

Kraft turned to the media agency Starcom and DMP provider Turn, to help it gain and leverage insights from its customer data. In addition to having a comprehensive view of its customers, the company’s goals included delivering more relevant messages, optimizing its media buying decisions in real-time and attributing sales to impressions at the store level.

Using Turn’s DMP offering, Starcom combined Kraft’s 22,000 first-party data attributes, such as information about websites customers visited, email addresses and purchase behavior, and matched it with third-party data sources.

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Stop Working For Your Vendors

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christopherskinner"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 Christopher Skinner, CEO at MakeBuzz.

I spend a lot of time traveling the country and meeting with big marketers to understand how they get new customers. Most of their internal marketing conversations quickly get bogged down with things like numbers, tactics, vendor selection criteria and KPI goals.

It’s understandable. Today’s marketing landscape is highly complex, and the ever-expanding roster of ad technology has marketers spending a lot of time simply trying to understand if they are missing something. Marketing leaders at larger companies hold up the Lumascape and wonder what they lack, while the expense and complexity of solutions terrifies smaller, resource-constrained firms.

The rise in chatter and intricacies in the system make me think about working for my father as a young man in his heavy machinery business. I helped him with duties like organizing projects and handling logistics. It was an incredibly thankless job. The right parts had to make it to the right part of the job site at certain times, confirmations made and invoices matched with purchase orders. There was always a screw-up of some kind. The best you could reasonably hope for was not messing up too badly. A job well done never received kudos.

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The TV Upfront Forecast; AOL's Video Strategy

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

TV Upfront Results Loom

With the springtime TV upfront season upon us, analysts predict a flatlining for broadcast ad investment. Thursday’s IAB annual report showed Internet advertising surpassed broadcast for the first time as TV competed with online video platforms such as YouTube and Yahoo. Television networks, however, are optimistic despite sharply declining viewership, and they argue that an improving economy will bolster the market. The WSJ has the story (subscription). Read the rest of this entry »


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Facebook’s Shifting Strategy: Less Organic Reach, More Performance

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ORFacebook’s shift from social marketing to performance marketing has caused organic reach for marketers using the platform to plummet to a record low of 1%.

The low point means that for every 1,000 likes on Facebook, only about 10-20 consumers will actually see a brand’s page. But a panel at the SunTrust Internet & Digital Media Conference on Tuesday indicated while constricting organic reach irritates SMB marketers, big brands might reap the benefits of Facebook’s long game.

Nanigan’s SVP of marketing, Dan Slagen, said no one should be surprised by Facebook’s pivot. “Facebook was very clear, 12, 18 months ago [that they were] changing from being a social marketing platform to a performance marketing platform,” he said. Read the rest of this entry »


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Apple Throws A Bone To App Marketers, Blesses IDFA For Attribution

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IDFAApple has given its tacit approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. The development, welcomed by app marketers and their ad partners, comes two months after Apple spread fear in the app ecosystem by rejecting some apps that didn't adhere to a narrow ad serving use case.

New language in the iTunes Connect portal for developers spells out three scenarios for the acceptable use of IDFA. Those scenarios are (a) Using IDFA to serve advertisements within an app, (b) using IDFA to attribute installs to a previously served ad, and (c) using IDFA to attribute a post-install action such as X number of launches, a subscription, or an in-app purchase.

The below screen grab shows the page in question, which appears when an app developers submit an app for inclusion in the iTunes App Store (Click to enlarge).

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