Archive for October, 2010

What impact will real-time bidding have on online display ad pricing?

Posted by Scott Severson on October 29th, 2010 at 8:09 pm

We’ve been hearing about Real-Time Bidding (RTB) for some time now, but we have yet to see it widely available. All indicators point to 2011 being the year that we start to see RTB commercially available for advertisers. According to PubMatic, Real-Time Bidding will account for 20% of all non-guaranteed advertising by the end of 2011. I’m personally going to be interested to see the impact on inventory pricing.
The basic premise of RTB is online ad inventory will be auctioned off at the impression level. Advertisers will be able to place a bid on an impression opportunity based on the site, ad location, user impression count, and potentially any cookie data that the user passes for retargeting or other segmentation. It sounds easy until you try and do it several billion times a day in real-time.  I think that RTB makes a ton of sense for publishers and advertisers, and provides the technologically nimble ad network and advertiser a competitive advantage.
The platforms are bullish on RTB being a boon to publishers. The value proposition being that it will help publishers raise their CPMs. PubMatic is one of the pioneers in the space and Co-Founder and CEO, Rajeev Goel, says of... Read more

Ted Stevens was right

Posted by Doug Weaver on October 28th, 2010 at 10:36 pm

"It’s a series of tubes."
The late Senator Ted Stevens (R-Alaska) was roundly ridiculed by when he used this phrase to describe the internet in a senate committee hearing on net neutrality.  And while I love a good intellectual pile-on as much as the next guy, I think it’s time to give Ted another hearing.  You see, when it comes to how we in digital marketing think about our business, there’s more “truthiness” here than we might ever have imagined.

As I look back on the 16-plus years that I’ve been engaged in digital marketing, it seems increasingly like the total output of our efforts has been just what Ted described:  a series of tubes.  Oh don’t get me wrong….it’s a sweet set of pipes!  We’ve rather elegantly connected zillions of people and places…..and then spent the next several years and billions in capital continually tinkering with the plumbing and switches.
As so often happens, the advance of technology has outpaced our imagination of how to create with it.  So far, the tubes we’ve built are used pretty much for delivery and transportation:  deliver our message to the consumer and then transport them from one place to another as a result.
Now is the... Read more

It's a Cinderalla Story Outta Nowhere!

Posted by Dan Patterson on October 28th, 2010 at 10:07 pm

When it comes to brands really engaging and succeeding, connecting with consumers in an authentic and meaningful way is the key to creating a great story. Organic detail and the brand’s natural personality trump the artfully chiseled brand caricatures we see so frequently in market.
My agency creates customer journey maps for clients that describe, in detail, the way we believe that people engage with their brands. I’m going to use the story of the Texas Rangers baseball team to illustrate the type of details that people appreciate and should be included in customer journey maps you create to guide your decision making. At the time I started this post, the Rangers had just beaten the New York Yankees in the American League Championship Series. It was one of many firsts for them this post season.  You could say the Texas Rangers might be the Cinderella story of the year, though we’ll have to wait a little longer to see if it’s “happily ever after” or back home dreaming about next season
The Rangers journey to the playoffs is a great example of how a brand has connected with their customers in authentic and meaningful ways. In hindsight, the Rangers’ story would... Read more

Creativing :: Stylized Google Maps, the top 25 Pages on Facebook, and how to design a good UX

Posted by Doug Schumacher on October 28th, 2010 at 6:21 pm

The latest in content development trends for digital marketing:
Five Great Styled Maps Examples
If you think maps have to look boring, check out these stylized Google maps.
5 Innovative Uses of an API [Mashable Awards]
Perhaps as interesting as the API capabilities are the stories around them.
The 25 Most Liked Pages on Facebook, Fall 2010
A couple of things I find remarkable. 4 of the top 25 are non-entertainment brands (well, YouTube is sort of non-entertainment). But perhaps most amazing is that Oreo’s was in the top 25. That’s unreal when you think of all the sports, entertainment and celebrity brands they’re competing with.
The Commuter: A Short Film Shot Entirely With the Nokia N8
Given this was shot on a phone, it’s pretty amazing.
Survey Finds College Students Love Laptops But Not eReaders, Facebook But Not Twitter
I’m not sure how much college students reflect the rest of the country, or even the future of things, given it’s such an isolated time in life (and beautifully so). But what I do find interesting is their use of social media. Almost entirely Facebook, and for primarily social reasons. As many who use... Read more

Validating Data and Monitoring Compliance– DoubleVerify Trust Index

Posted by Jeff Hirsch on October 28th, 2010 at 3:09 pm

AudienceScience was recently named as one of the ten most compliant advertising networks in an in-depth study by DoubleVerify. DoubleVerify’s Trust Index is a report of industry compliance benchmarks designed to help advertisers, agencies, publishers, networks and platforms evaluate online display ad campaign performance. The Trust Index provides insight into compliance and brand safety in online advertising based on extensive metrics across campaigns analyzed by DoubleVerify.
Essentially, the Trust Index is about ensuring ads are running alongside quality content. Brands don’t want to be associated with inappropriate content or untrustworthy sites, but often don’t have insight into where they are being placed via third party platforms. DoubleVerify monitors those platforms for compliance so that advertisers can protect their images as well as make informed decisions regarding performance evaluation.
Requiring the same quality measures on the data side is equally important to protecting brands and optimizing campaigns. Because we as an industry have access to an overwhelming amount of data, marketers often end up including all the data they can get their hands on in their targeting efforts, because there is no time or ability to parse through it all. This can severely dilute your efforts because all too often that data is... Read more