Pew: Tablet Audience Nearly Doubles In A Month; Komli Opens Laboratory – Mwa Ha Ha Ha; comScore’s Ad Network List

Targeting TabletsHere’s today’s news round-up… Want it by email? Sign-up here.

Adjusting The Audience Algo

If you want to target high net worth audiences, you may want to set your latest algo to target the tablet device. New data from Pew Research points to a quickly growing and potentially cash-rich demo if you compare tablet ownership before and after the holidays. Pew says: “More than a third of those living in households earning more than $75,000 (36%) now own a tablet computer. And almost a third of those with college educations or higher (31%) own the devices. Additionally, those under age 50 saw a particularly significant leap in tablet ownership.” Read it. Meanwhile, Starcom’s Mark Pavia says there’s big creative potential in the tablet on MediaPost.

Ad Network Lab

India-based ad network Komli Media announced that its starting a research unit for online ads, Komli Labs. According to VC Circle, “The digital media lab, which will be located out of the company’s Bangalore-based R&D centre will focus on online advertising optimisation, trends, audience targeting, real-time bidding and traffic quality management.” Read more.

Data Drives The Agency

New MEC North America chief Marla Koplowitz provides a look at her CEO role in an interview in Adweek. Regarding the future of media agencies, she doesn’t hesitate to grab the data-driven dynamite: “One of the areas you are starting to see media agencies go toward is data – data and analytics and more accountability in terms of what media agencies can deliver. The ability that we now have is to really start measuring the experience. That is where we can really start to push as an agency and start to link back to the strategies that we’re developing…” Read more.

The Network List

The pay-for-play ad network list for December is out from comScore and it kinda looks like November. See it (PDF). And, here’s last month’s (PDF). It would appear that Microsoft Media Network was among those that took the biggest, month-to-month jump upward as measured by U.S. reach among the top 50 or so ad networks (and ad-infused publishers – like Facebook) tracked by comScore.

Big! Data!

Media buying and data management platform Turn lets two of its employees loose on ClickZ to provide an example of big data in action. Turn’s Mael Bredeche, Chris Kane point to something called “Site Extension” to explain the actionable insights available in BIG! DATA! in online ads. They write, “At the most basic level, the concept of site extension is to identify a custom network of sites whose visitor populations are very similar. If a campaign is successful on one site in the network, that performance can then be extended across the other similar sites. The solution requires two key ingredients – a massive data warehouse…” …and Jolt Cola?
Taste the other ingredient.

Bidding From The Trough

On ExchangeWire, display ad specialist firm Infectious Media’s Martin Kelly says that real-time bidding (RTB) has hit the “trough of disillusionment” for the advertiser. Kelly explains, “Current benefits of RTB to an advertiser are pretty scant. Centralisation and control of retargeting, along with black box optimisation algorithms are as far as anyone can get, and are all trading and workflow related benefits.” Read what he thinks is needed.

The Straz Remedy

Numerous unfilled positions and high turnover rates expose the talent crisis within advertising agencies. Matt Straz diagnoses the problem in a fourfold solution that is likely the core of his new company Namely. He recommends that companies focus their energy towards incorporating more outreach, technology, training and diversity within their policies. Read more on MediaPost.

Infographic Tuesday

Bizo takes over the screen real estate on eConsultancy with its infographic titled, “How Display Works In The Marketing Mix.” Among the how-to tips for display, Bizo suggests creating a URL shortener to cookie. See the infographica.


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