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The future of fraud in programmatic

Posted by Agata Smieciuszewski in Media Planning & Buying on October 24th, 2014 at 1:30 pm

By now, marketers have been inundated with information about the rise of programmatic. The future of media buying is definitely hand-in-hand with programmatic, but currently, the biggest threat is fraud. Fraud is obviously bad for everyone involved in the marketing channels, but will it ruin programmatic?

At the ThinkLA's Programmatic Summit in Beverly Hills on October 23, 2014, keynote speaker Noah Elkin, executive editor at eMarketer, dove into some very important facts for marketers to consider when planning their strategy. According to the eMarketer study, which was the first forecast on programmatic spending, consumers are now online on various mediums an average of 6 hours a day. Also, US programmatic ad spending will pass $10 billion this year (See more here.)

But where does fraud fit in? IAB's vice president of technology and ad operations Scott Cunningham presented an analysis of different kinds of fraud threatening marketing channels today. Cunningham also outlined how IAB works to create accountability, eliminate fraudulent traffic, combat malware, fight internet piracy, and promote transparency. These pillars are the backbone of keeping the bright future of programmatic from being overshadowed by fraud.

Will fraud be a large threat forever? Probably not. Although the fraud issue will never...

Simple Ways To Get More Money To Invest In Your Business

Posted by Morgan Sims in Opinions on October 24th, 2014 at 8:03 am

Most first time businessmen complain about the fact that they cannot get money to invest in their new business. This is definitely a shame since there are always ways in which funds can be gained. All that really counts at the end of the day is gaining as much attention as possible and staying focused on finding really good investment opportunities. When you invest the money in an improper way, it does not really matter if you have investment capital as it would be lost.

Starting With Your Budget

In many situations you have to start investing in your business with the use of your own money. This is quite obvious. Often times people invest everything in the business when the company is opened and nothing remains for promotion purposes. That is something we should all understand. When you already spent the money you have, it is difficult to get extra funds but if you are patient, you will surely find some more funds.

For starters, you can see if there are some rebates that you are entitled too. Most people actually need to get some money from different sources and they do not even know that this is the case. You...

The Collaborative Economy: What Big Brands are Learning from Disruptive Startups

The final session of the day at Startup Marketing Conference focused on the collaborative economy and how large brands are learning from disruptive startups. Ben Kaplan from PR Hacker hosted the session and mentioned how brands like GE and Virgin are learning from and collaborating with startups. Kaplan also mentioned Meow Mix CatStarter as a recent example of leveraging a passionate community willing to innovate.

Matt Kaufman, President at CrunchBase, kicked off by sharing an example of how Nestle is working with startup to stay ahead of the game. From his experience, Kaufman believes brands aren’t exactly sure what they want. That means agencies can get into a trap of selling what they know instead of what agencies need. It also increases the chance the brand won’t buy something they are not sure they need, even if they can afford to pay.

Michelle Regner, CEO and Co-Founder of Near-Me.com, discussed how big brands look to her company for help in understanding the customer journey. For example, Cisco wanted a better way to sell used routers and Near-Me created a marketplace for the partners to use. She also mentioned Hallmark creating an Etsy-type marketplace for customers to interact, and...

The Future of Search: Drive Big Profits with Competitive Intelligence

Posted by Kent Lewis in Ad Networks Media Planning & Buying Search Targeting on October 23rd, 2014 at 5:27 pm

In the second to last session of the day, Michael Sticker, Director of Marketing for SEMrush, stepped up to discuss competitive intelligence and search marketing. The first topic Stickler covered understands the value of organic traffic and how to put a dollar value on it. Of course this is what his platform does and as a customer, I can tell you it is a powerful competitive intelligence tool. He included links to helpful reports that outline how much Fortune companies spend on paid search that will be available on SlideShare soon. He cites Patel’s generously detailed blog posts with insights, most recently on how he grew traffic 174 percent with is latest startup. He spent a good deal of time walking through the SEMrush platform and recommended a few other tools like MOZ FollowerWonk.

Jamie Smith with EngineReady and iSpionage followed Stickler to provide perspective from the paid side of search in regards to competitive intelligence. Smith outlined seven spying strategies to dominate your competition. For starters, there are four components to measure:

  1. Visibility: impression, rank or position)
  2. Creative: click-through rate (CTR) or conversion rate
  3. Continuity: CTR, bounce and conversion rate
  4. Conversion: conversion rate, cost per acquisition (CPA), return on ad spend...

Startup Marketing Conference: Running A Marketing Organization That Supports Sales At All Levels

Posted by Kent Lewis in Email Emerging Platforms Targeting on October 23rd, 2014 at 4:51 pm

For the mid-afternoon expert panel session at Startup Marketing Conference, an esteemed group of marketers and technologists discussed how to manage a marketing organization that supports sales at all sizes of business. Panelists included:

  • Adam Metz, VP BD, Pandadoc (host)
  • Mike Berger, Director of Product Marketing @ Marketo (SMB)
  • Mikita Mikado, CEO, Quote Roller (startups)
  • Martyn Crew, Founder and CEO, Bootstrap Marketing (enterprise)

The first question related to each of the panelists first marketing objective and how they each nailed it. Mikado’s objective was signups and it took him three months to gain 4,000 users, but very few converted to paying customers. Crew’s enterprise background meant marketing supported sales and the key objective was deal flow. Berger’s primary objectives related to fueling the demand generation engine, putting in a system of measurement that correlated with business outcomes and creating a compelling story that differentiated the brand (messaging and positioning).

The next question: In the last five years, what was the single worst investment you made in marketing? Crew stepped up and led with general feedback from clients who were asked that question and the answer was universally “feel good” marketing campaigns (colors, fonts, and other fun stuff). Mikado’s thought was on...