Going Cross-Channel At Fox News; Lifting In The Name Of Brands; Moxie Sees Always On Future

Digital Strategy Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Fox Digital Strategy

VentureBeat gets a taste of what Fox News is thinking in regards to its digital strategy in 2012. No surprise – Fox’s cross-platform strategy centers around video. VentureBeat writes, “One of Fox’s first major moves Fox on this front is is a partnership with Akamai to create a cross-device authentication system that allows Fox customers to prove they have Fox News accounts. From there, they can access saved and new content on any authorized devices.” Potentially, authenticating the user across devices allows some of that cross-channel ad attribution everyone has been waiting for. Read more. Like a retailer with a presence online and off, the media/content owner gets to see data flow between devices. Commerce and Content are kings!

Alllocating Online

Brand-lift measurement firm Vizu has released results of a new study which it says shows ad execs are moving away from direct response and toward brand advertising online if you look at it from an allocation perspective. A data nugget within the study: “Nearly all brand marketers ranked ‘in-market optimization of campaigns against brand metrics’ as ‘very important.’ Agencies, however, said they are primarily optimizing against various measures of engagement (58% of the time) or even click-through rates (19%), as opposed to Brand Lift (16%).” Read more. In theory, any data point could be a brand metric – including CTR.

The Real-Time Machine

Agency Moxie Interactive has released its 2012 trends report which consists of 10 top trends to influence the world of ads including, your favorite and mine, “Big Data.” “Always On” also makes the list and about which Moxie says, “In 2012 Always On access won’t be enough. Consumers expect Always On response and marketers will need to be up to the challenge.” And that means the effective use of tactics like real-time bidding, real-time content optimization, real-time yield management, and so on. Read it here (PDF).

Looking At DSPs

On his personal blog, VivaKi Nerve Center exec Marco Bertozzi gives his opinion of yesterday’s announced acquisition of European-based Mexad by demand-side platform DataXu. He begins, “I have had relations with both companies, and in both situations, I/we were criticised by the companies involved for our strategy. In both cases it boiled down to driving business growth through good old fashion means rather than selling the algorithm dream.” Read his analysis.

Ads Are OK, Kinda

Good news: research and measurement firm Nielsen’s new “State of the Media: Consumer Usage Report”: “51 percent of consumers say that they are okay with advertising on their devices if it means they can access content for free.” Bad news: that means 49% aren’t cool with ads. See the “pretty” graphs.

Display +1

MediaPost’s Laurie Sullivan analyzes the Google+ and +1 button initiatives by enlisting the help of several ad tech industry CEOs. Trada CEO Niel Robertson offers analysis on Facebook “Like” data, Google and display, “Display has never really challenged Google’s paid-search revenue because it was nearly impossible to drive comparable CPAs with traditional banner display. Search retargeting has narrowed the gap substantially, but only reinforces the value of search. Facebook uses the Like for profile targeting, but changed display from a top-of-funnel activity to a middle — and even bottom-of-the-funnel — activity.” Read more.

Breaking Down The DMP

On the BlueKai CloudBlue blog, the company reveals what it says are the 8-steps of implementing its data managment platform (DMP). Consider it BlueKai’s version of “What is a DMP?” According to the company, it all begins with “Data Scoping and Discovery – The first step in a DMP implementation is assessment of the first party data available for collection and ingestion into the DMP. This data is usually found on a marketer’s web site, but is also often found in offline data sources.” Read all 8.

Real-Time Conversation

Focusing on the data of conversational marketing (a la Klout and Federated Media to different degrees), Neolane announced $13 million in new financing from Battery Ventures etal. Listen to the pitch for one of the company’s products – the “real-time” ad world takes many shapes: “Neolane Interaction is the company’s application for fusing inbound and outbound marketing campaigns and offers, with the ability to dynamically generate real-time personalized marketing offers and content on web sites and Facebook brand pages.” Read the release.

You’re Hired!