Impressions don’t impress – “Attention is the key, not just being on the screen,” said Moat CEO and co-founder Jonah Goodhart at an event Wednesday about time-based metrics hosted by Parsec (formerly Sled Mobile). That’s part of why advertisers buy TV – it’s a viewable playground for branding. But viewability, after all, is just a baseline for just […]
Since the beginning of the year, the Financial Times has been selling time-based ads, where the advertiser pays only for ads that have spent five seconds in view. It charges based on cost per hour (CPH). The Times decided to charge for an ad after five seconds because data from its viewability provider, Chartbeat, showed […]
The Guardian, CNN International, the Financial Times and Reuters have banded together to sell inventory programmatically through a program called Pangaea. The Economist also will sell inventory through Pangaea but is not a founding publisher. Pangaea gives publishers something they don’t have on their own; scale. It marries that scale with the member publishers’ first-party […]
Michael Dubin might be best known as the “Our Blades Are (Expletive) Great” guy, who amassed close to 11.5 million views of his viral YouTube video that helped catapult his LA- based company DollarShaveClub.com into the upper echelons of subscription commerce startups. During a presentation at the Financial Times Future of Marketing Summit last week, […]
Four years ago, consumer beauty and cosmetics company L’Oréal did not have a chief marketing officer. When Marc Speichert joined the company, it became overwhelmingly apparent how much decentralization existed across the company’s four divisions and 20-plus brands, a challenge for any global enterprise. “I think CMOs need to be agents of digitalization in an […]
Is big data “too big” a challenge for marketers? This was a question posed to panelists today at the Financial Times’ Future of Marketing Summit, where a crowd of brand advertisers, agency execs and marketing and ad-tech vendors converged at The Metropolitan Club in New York to talk industry trends. “There’s never too much data […]
With unwavering digital-only focus, Anthony Hitchings, head of advertising technology and digital operations at FT.com, has had a front-row seat to the promises and pitfalls of programmatic media from within a large newspaper publisher’s online unit. “I see the programmatic space as providing a great opportunity for us. But there are ‘teething troubles,’ if you […]
