McDonald’s is on a “mass personalization” push to attract more millennials. Even though it markets to national audiences, many of its fast-food restaurants operate as local franchises. Thus, McDonald’s must create content that resonates at a community level in addition to its national assets. To pull off an operation at McDonald’s scale requires unity among […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Martellotti, co-founder at Wholetone Media. The way people understand the programmatic opportunity in the publishing business is beginning to change. Publishers used to hire sales leaders who understood the language of programmatic and […]
Black Angus Steakhouse operates 45 restaurants in six states. And it’s just hired its first chief marketing officer, Liz Geavaras, to bring a fresh approach to the 53-year-old restaurant group’s marketing. Geavaras will dial back Black Angus’ heavy print expenditures, replacing them with digital. She also plans to segment customers and customize messages to address […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Verizon’s Ad Tech Burrito Verizon Oath, consisting of its merged AOL–Yahoo group, may be a formidable contender to the Facebook–Google duopoly. But for now Oath is a messy cocktail of nonintegrated and overlapping ad tech acquisitions within the two legacy companies, reports Yuyu Chen at Digiday. […]
Burger King’s stunt to activate Google’s Home device with a 15-second TV spot is the first deliberate attempt by a brand to tie paid media with voice-activated search, raising questions about how brands should approach advertising on smart home devices. On Wednesday, the quick-serve restaurant ran a commercial in which an employee asks, “Okay, Google, […]
About 18 months ago, data services provider Experian Marketing Services sought a new line of business: agencies. Given Experian’s legacy in marketing data, that seems relatively recent. But Kevin Dean, president and GM of targeting at Experian, has an explanation: “The advent of programmatic and addressability has created an environment where brands are as interested […]
Publishers are learning to love influencer marketing as a way to grow broader advertising and sponsorship deals. “An advertiser might come with a traditional sponsorship package, and to complement that, they want a programmatic component,” said Rachel Parkin, SVP of strategy and sales at digital media company CafeMedia. CafeMedia owns a network of women’s interest […]
“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 Andreas Reiffen, founder and CEO at Crealytics. If marketers are looking to waste their ad dollars, today’s digital ecosystem offers no shortage of options. They can advertise to a user […]
Craft beer has wooed away upscale beer drinkers away from imported beers, including 600-year-old beer brand Hacker-Pschorr. The German beer has been popular among German expats in Chicago and Minneapolis for the past few decades. But with the core demographic aging and dialing down its beer consumption, Hacker-Pschorr needed to look at a younger generation […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap And Mortar Snap is helping brick-and-mortar brands measure how well their Snapchat campaigns drive in-store traffic. The new “Snap to Store” metrics product ties foot traffic to media impressions within seven days of a store visit. A marketer can also compare those visits to Snapchat […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Two-year-old startup VideoAmp aims to help marketers unify the planning of their video campaigns across digital, mobile and TV. It’s a gnarly data science problem, as the company’s 25-year-old CEO, Ross McCray, makes clear in the latest episode of AdExchanger Talks. “When you have […]
British broadcasting and telecom giant Sky is building for a future where digital and programmatic TV play on the same court. To do so, Sky, amid a $14.1 billion takeover by Twenty-First Century Fox, is investing in new media opportunities and ramping up on ad tech. To boost its presence on Facebook and YouTube, Sky just acquired […]
“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 Jay Friedman, chief operating officer at Goodway Group. Although 2017 prediction pieces are barely 90 days old, we’re seeing an important development that few, if any, mentioned: We may be […]
Airlines are not known for their great customer service. But while they can’t control the weather, they can do something about their data silos. “We have a lot of data, but the problem is it’s mainly unstructured data sitting in different databases,” said Aurelius Noell, director of ecommerce and commercial IT at VivaAerobus, a low-cost […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Adam Hecht, vice president of monetization at SintecMedia. Facebook’s recent announcement that it will bring demand from its Audience Network to header bidding through partners like Amazon and Sonobi has been touted as good […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Slow Loading Some publishers are pulling back from Facebook’s Instant Articles, Digiday reports. The New York Times, Hearst, Forbes and Quartz gave various reasons for ditching the product (e.g., disappointing ad yield or that it harmed subscriptions). Facebook is trying to win publishers back with call-to-action […]
MDC Partners’ media agency, Assembly, has forged a strategic deal with Fox’s true[X], whose products give consumers options in their video ad breaks. The deal also gives true[X] more access to Assembly’s brand roster, like Hotels.com. Assembly and true[X] extended their partnership after collaborating on engagement-based ads for clients like the anti-tobacco nonprofit Truth. While […]
“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 Rajiv Bhat, senior vice president of data sciences and marketplace at InMobi. When putting together a content strategy, marketers face a big question: What comes first: the data or the […]
“SMB” is not the first thing that comes to mind at the mention of SAP. But the enterprise software giant is actively courting small and medium-sized businesses like Veritas Studio Wines, a two-year-old boutique vino shop tucked away on a side street in the Hell’s Kitchen neighborhood of Manhattan. Veritas is plagued by many of […]
The Weinstein Co.’s Oscar-nominated tearjerker “Lion” was a big hit in markets where the distributor expected to see more modest results – including Salt Lake City, Boise, Kentucky, Dallas, Houston, Nebraska, Minneapolis and Las Vegas. Native content created by values-oriented publisher FamilyShare and distributed on Facebook improved the box office receipts in those markets. The […]
As consumers went mobile, cookie-based data management platforms (DMP) like BlueKai – now Oracle Data Cloud – had to figure out a new data strategy. Oracle Data Cloud, which employs 1,000 people, hooks into multiple digital and TV platforms to differentiate its DMP offering. “We’ve really worked to have reach and meaningful scale through partnerships […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Fast Forward YouTube TV launched last week with a DVR-like recording feature allowing users to store an unlimited number of shows. But for many major TV shows the service prevents ad skipping, in deference to YouTube’s cable network partners (who use the same policy with their […]
The Digital Place Based Advertising Association (DPAA), an industry trade group spanning out-of-home media and advertising technology, on Monday released its first programmatic standards for digital out-of-home (DOOH) campaigns. The DPAA hopes these standards, which are like existing openRTB guidelines from the IAB, will facilitate digital out-of-home buys. The DPAA’s standards outline video ad formats […]
Within a year of its launch, Omnicom Media Group’s (OMG) third agency, Hearts & Science, was running two of the world’s largest media accounts. This feat is made more impressive in that when OMG pitched for one of those accounts, Procter & Gamble, Hearts & Science didn’t even exist. “We had to hire 300 people […]
“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 Brian Handly, CEO at Reveal Mobile. Beacons entered the marketing landscape a few years ago with splashy headlines touting large national retail deployments and the ability to engage with customers […]
In 2015, Gannett started using a free tool from ShareThis to optimize Facebook posts by testing more than one headline or image at a time. Since then the tool has significantly supported two goals: improving Gannett’s engagement on Facebook and driving audiences to USA Today sites such as sports property FTW. “This allows us to […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joe Hirsch, CEO at YellowHammer Media Group. Video advertising is not the same for all publishers. The lucky few large premium publishers that rely on a direct sales force to sell advertising have completely […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Baby Steps Facebook is exposing some new data for ad measurement. ”For example, it will let marketers track the order in which users see their ads and how many ads were viewed in a campaign,” writes Cory Weinberg at The Information. Then new data points are […]
Broadcast networks Turner, Fox and Viacom have chosen Accenture to host and verify OpenAP, an audience platform that standardizes segments and measurement across their networks, the companies announced at a Friday event in New York City. When the three networks first announced OpenAP in March, they were adamant about backing it up with third-party measurement […]
