AUTHOR ARCHIVE FOR:

Kelly Liyakasa

Kelly Liyakasa

Senior Editor

Kelly Liyakasa is a senior editor covering commerce, video, TV and marketing tech for AdExchanger. Previously she was an associate editor for Information Today, where she reported on enterprise technology and strategy for its flagship publication, CRM magazine. Prior to that, she was a reporter for a New York metro Business Journal and luxury lifestyle magazine, profiling as diverse a set of individuals as a pre-election Donald Trump and Academy Award-winning actor Jeff Bridges. Kelly holds a BA in Multimedia Journalism from Florida Atlantic University.

Articles By Kelly

  • Ecommerce

    Mobile Attribution A Double-Edged Sword for Retail Marketers

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    Mobility has meant marketers can deliver high-value messages to consumers using less real estate, Nicholas Franchet, Facebook’s head of global ecommerce, told a crowd of 1,150 marketers and retailers today at the eTail East conference. The good? Nearly 50% of time spent on retail sites now happens through mobile devices, according to comScore. Tablet sales […]

  • Ecommerce

    Etail East: Cross-Channel Attribution, Omnichannel Retail To Be Tackled

    BY //

    With global ecommerce sales exploding at a rate of 16% year-over-year in Q2, reaching $49.8 billion, according to comScore, the industry is primed for growth. Yesterday, the eTail East conference kicked off, drawing some 1,150 marketers, retailers and technology vendors to Philadelphia for the week. Last year, eTail Boston attracted 990 attendees, event organizers said. […]

  • Ecommerce

    ReachLocal Bets Commerce Model on Larger Local Movement

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    Many consumer tech companies are zeroing in on local advertisers. Take Foursquare, which has rolled out a self-service tool to facilitate small-business ads, and Groupon, which is backing away from the deal-a-day email (direct-offer emails accounted for less than 40% of transactions in Q2) in favor of mobile and a burgeoning local marketplace to draw […]

  • Social Media

    Retail Brands Face Facebook Publishing Fatigue

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    Retailers that push fewer posts, but better and more targeted ones, are gaining an edge over those that pursue volume when it comes to publishing Facebook content, new data suggests. The 50 Social Retail Report from enterprise social media management company Expion analyzed 16,000 posts for the top 50 retail brands as designated by Interbrand. […]

  • Social Media

    Twitter Follows Facebook Into Offline Conversion Tracking For CPG Clients

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    Twitter is letting CPG advertisers link their ‘Promoted’ ad placements to offline sales, courtesy of Datalogix. The offering has strong echoes of Facebook’s year-old POS conversion-tracking relationship with Datalogix. Twitter has already run tests with 35 brands using the “offline sales lift” feature  to weigh the impact of online engagement with in-store transactions. Advertisers include […]

  • Ecommerce

    Oriental Trading Co. Sees Google PLAs As Paid Strategy Strengthener

    BY //

    Quirky arts-and-crafts catalog company Oriental Trading Co. has been in business for 80-some years. Begun as Japanese immigrant Harry Watanabe’s church-and-carnival sales operation, it has since weathered a 2010 bankruptcy and made its way through multiple hands and advisers before being acquired by billionaire Warren Buffett’s Berkshire Hathaway last fall. More recently, it acquired toy […]

  • Digital TV and Video

    Agencies Approve Of AOL's Plunge Into Programmatic Video

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    AOL is not taking its foot off the programmatic gas pedal, and agencies are impressed. The $405-million acquisition of video ad platform Adap.tv sheds new light on other recent developments, including the hire of Razorfish’s global CEO Bob Lord to lead AOL Networks and a planned “programmatic upfront” event in September. Their obvious conclusion: AOL’s […]

  • Ecommerce

    What an SAP, Hybris & Accenture Alliance Could Mean For Digital Marketing

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    On the heels of Accenture’s acquisition of digital marketing and strategy consultancy Acquity Group and the announcement that followed of a partnership with ecommerce platform hybris, executives from all companies gathered today in New York to talk forward moves with hybris’ new parent company, German enterprise giant SAP. “We have, in the past, spent a […]

  • Digital Audio and Radio

    Twitter Buzz Influences TV Ratings And Vice Versa, Nielsen Says

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    If there was any doubt of Twitter’s impact on TV ratings and viral viewership, new findings from Nielsen may help dispel it. Nielsen, which recently ran time series analysis of 221 broadcast prime-time episodes through Nielsen SocialGuide, found that Live TV ratings played a statistically significant role in related tweets for 48% of the episodes. […]

  • Ecommerce

    Forrester Sees Shifting Sands In Retail As Roles And Channels Converge

    BY //

    Walls between channel-specific and traditional retail marketing roles are beginning to crumble, according to new data outlined in Forrester Research’s “Commerce Technology And Platform Investment Trends – 2013” report. With online retail spend in the US forecasted to grow 9.9% between 2012 and 2017 and digital channels (online, mobile and tablet) estimated to account for 10% […]

  • Ecommerce

    What The Lexity Buy Says About Yahoo's Commerce Clout

    BY //

    Yahoo bought back old talent in the form of Amit Kumar with the acquisition of e-commerce startup Lexity, which he founded four years ago. A former engineer and head of product management for Yahoo Search, Kumar graduated to display ads startup Dapper.net, which was snapped up by Yahoo three years ago for $55 million and […]

  • Social Media

    What’s LinkedIn Doing With All That Endorsement Data?

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    Since LinkedIn launched its heavily dissected LinkedIn Endorsements product last September, two billion endorsements have been made to date. LinkedIn, which reported 37% year-over-year growth in membership in Q2, now has 238 million members and generated $364 million in revenue in the second quarter. The company is also flirting with an API to enable programmatic […]

  • Social Media

    Pinterest Offers 'Price-Change Alerts' In Bid To Reactivate Purchase Intent

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    Today, Pinterest introduced “price-watching,” a way for consumers to receive email notifications when the price drops on an item they pinned. Price alerts mark the “first additional application of rich pin data that we’ve seen and I think there will be others,” said Danny Maloney, cofounder and CEO of Pinterest marketing and analytics firm PinLeague. […]

  • Ecommerce

    Changing Commerce: Fab.com Extricates Itself From Flash Sales

    BY //

    Akin to an infant reaching its “Terrible Two’s,” designer flash sale site Fab.com has changed a lot in the period following its second year. The good? The ecommerce company, founded in 2011, inked $150 million in Series-D financing from Atomico, Andreessen Horowitz, Tencent, ITOCHU and others, bringing its running tally to $310 million in less […]

  • Ecommerce

    Sparkfly Closes Loop On Mobile Ads, Retail Point-Of-Sale Performance

    BY //

    Ask any retail marketer what their greatest challenge is and a recurring theme could very well be – close the loop on digital and in-store offers and promotions. Brick-and-mortar stores are increasingly upgrading their point-of-sale solutions to account for digital payments and other new waves of commerce capabilities. Sparkfly, which originated just over 10 years […]

  • Data Nugget

    Some Industries More Advanced Than Others In Data-Driven Marketing, Study Says

    BY //

    As more marketers use data to deploy targeted offers, clear differences are emerging in how industry verticals embrace digital strategies, a study has found. Digital technology company Lyris and the Economist Intelligence Unit found in “The Digital Marketing Gap” that some of the most widely growing areas of strategic importance to marketers include: content to guide product research, the […]

  • Agencies

    Publicis-Omnicom: A Race for Data

    BY //

    The differentiator is: Who holds the data? Immediately following the Publicis-Omnicom mega-merger that came on a sunny Sunday afternoon in France, a couple of questions remained. To what extent was the deal motivated by technology-driven changes in marketing? And what are the deal’s implications for consumer tech titans like Google, Twitter and Facebook? “If you […]

  • Mobile

    Foursquare’s Monetization Push Hints At Deeper Marketing Services Component

    BY //

    Foursquare, the platform that perfected the art of the “check-in,” has set its sights on the small-business advertiser. Not a stranger to the phrase “monetization,” sitting on 35 million users’ worth of locally relevant, location-based user data has led Foursquare to explore various avenues to boost ad revenue among the 1.4 million small businesses that […]

  • Ecommerce

    At Gilt Groupe, Cross-Channel Acquisition Fuels Member Surge

    BY //

    Designer fashion flash sale site Gilt Groupe has been in the daily deals mix for six years and has racked up about 8 million members in that time. With no shortage of competitors – Fab.com and RueLaLa among them – Gilt has diversified its reach through a variety of avenues, including paid media in luxury […]

  • Social Media

    Tracking Hashtags: A Cross-Channel Ad Opportunity?

    BY //

    With the rise of the hashtag à la Instagram, Tumblr, Twitter and, now, Facebook, the question is, how can the classification utility be used to make sense of data from a cross-channel attribution perspective? Take Pinfluencer, one of the early-ins on Pinterest analytics. Newly rebranded as Piqora, the platform has grown beyond its standard Pinterest Marketing […]

  • Advertiser

    JetBlue: Social Is Not 'Lowest-Common Denominator' Advertising

    BY //

    JetBlue, the New York-based airline servicing 78 cities with more than 800 flights per day, stands as one of the first and only carriers to institute a Customer Bill of Rights. In line with that theme is JetBlue’s social media strategy, which initially began as a means of engagement to connect with flyers on Facebook […]

  • Social Media

    Twitter TV Ad Targeting Goes Live For All U.S. Advertisers

    BY //

    Twitter’s TV Ad Targeting product is now generally available to U.S. advertisers after a beta release this May, the company announced in a blog post today. “The results of the beta test reveal that the impact of using Twitter in combination with TV advertising is significantly greater than that of using TV advertising alone,” wrote […]

  • Data

    Native Facebook Ads Yield Higher Return On Desktop and Mobile, Study Says

    BY //

    When it comes to variability between desktop and mobile advertising on Facebook, new data from Adobe suggests context and content matter in native ad placement. Desktop newsfeed ads yielded a 14% greater click-through rate than right-hand side ads, according to a recently published study that looked at an aggregate of customer data for cross-channel ad […]

  • Online Advertising

    Industry Reacts to AOL, Publicis Groupe’s Programmatic Partnership

    BY //

    The growing demand for personalized, “real-time marketing” (think: the doings of Oreo and its digital agency 360i that resulted in “Dunk in the Dark” during the Super Bowl), is one of the forces underpinning the push toward unifying the “human” and “technological” elements of the programmatic equation. AOL’s earlier announcement of a new strategic partnership […]

  • Ecommerce

    eBay Moves Toward End-To-End Commerce Marketing

    BY //

    As a number of large technology vendors race to create full-spectrum digital marketing suites and omnichannel customer experiences, one player is here to remind them that it knows a thing or two about commerce. And, when it comes to its advertising and paid media play, eBay’s launch of eBay Enterprise Marketing Solutions today has much […]

  • Digital Marketing

    Adobe Outlines Vision: ‘We Have Data. We Have Content.’

    BY //

    Among Adobe’s visions for its Marketing Cloud suite of products is enabling a streamlined process of creating content and delivering it all the way through to campaign execution, the company said. Just weeks after Adobe’s announced $600 million acquisition of marketing automation company Neolane (See AdExchanger story) to round out its creative and content capabilities […]

  • Ecommerce

    Stuart Weitzman: Social Ads Spur Global Store Expansion

    BY //

    For luxury retail brand Stuart Weitzman, Facebook ad buys are a pertinent part of its strategic process for brick-and-mortar store rollout. By combining offline data, such as in-store sales reports, with online performance data, the company has made headway in gauging international audience preferences to ignite interest regionally. “Stuart Weitzman is expanding globally at a […]

  • Online Advertising

    State of Retailing Online: Marketer Priorities Span Paid Search, Mobility

    BY //

    Retail marketers are focusing most of their digital marketing efforts on paid search and email, according to new findings from Forrester Research and Shop.org’s joint State of Retailing Online 2013: Marketing and Merchandising report, released today. Mobile optimization, unsurprisingly, is another area of interest as more commerce companies look to the mobile device as a vessel […]

  • Data

    Quote: 'New' Marketing Is A Lot Like Ping Pong

    BY //

    “Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who […]

  • Online Advertising

    IAB Marketplace: Programmatic Gains Interest From Investors, Too

    BY //

    Internet business models have been turned upside down and ad-tech is no exception remarked Youssef Squali, global head of Internet media equity research for Cantor Fitzgerald, during a speech at today’s IAB Advertising Technology Marketplace in New York City.  As a result, he sees this disruption enabling faster, cheaper processes and ultimately, better pricing – […]

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