Archive for Francine Hardaway

What Would Andy Rooney Say?

Posted by Francine Hardaway on February 7th, 2014 at 8:04 am

Is ad tech just the same dollar floating around from technology to technology?

Where Does Advertising Fit in the Sharing Economy?

Posted by Francine Hardaway on June 5th, 2013 at 11:04 pm

Advertising has us chasing cars and clothes, working at jobs we hate so we can buy shit we don't need." - Rachel Botman
Le Web's London's opening presentation, with its theme of the Collaborative Economy, should be a wake up call to corporations, brands, and everyone in the advertising ecosystem. Your lives are about to change. the market has once again spoken, and if you think you've already been disrupted by social media, think again. You ain't seen nothing yet.
Loic LeMeur, Le Web's cofounder, opened this year's event with a starling presentation on the Collaborative Economy, a new movement in which consumers, especially the highly coveted and targeted millennials, have decided to share and rent rather than own things in a dramatic reversal of 50-year trends.
A number of factors have come together to influence this trend; the availability of excess capacity with high idle times, the worldwide recession, the growth of trust networks generated by social media, and a growing need for community. During my own lifetime, I've seen feelings of isolation grow, and the statistics are that the number of people dining and living alone has doubled in the past forty years. So it's not just a feeling.
During my lifetime,... Read more

In Advertising, Efficiency and Effectiveness Aren't the Same

Posted by Francine Hardaway on May 25th, 2013 at 8:38 am

In the beginning, there was creative. Then came reach and frequency. Much later, programmatic buying.
I've been having fascinating state-of-the-industry lunches over the past few months with Rodney Mayers, the CRO of Proximic. We've been trying to figure out how to tell the ad industry that although programmatic buying does bring efficiency to the process, it doesn't necessarily bring effectiveness. Efficiency is a work flow problem that can be solved by programmatic buying. But solving it will not necessarily move product unless it is combined with effectiveness -- what makes people act.
Effectiveness, the be-all and end-all of advertising, is a totally different story.
In the race to prove themselves up to the task of working with the CIO, CMOs have forgotten what Steve Jobs knew well: we are human and therefore emotional. We make decisions mostly on emotions. Where are our customers and what makes them buy? How do we query data to arrive at effective media buys? Effective advertising provokes decisions, but efficient advertising simply reaches people.
You have to ask the right questions of the data produced by programmatic platforms in order to combine your increased efficiency with effectiveness. CMOs need to go back to the drawing board and spend... Read more

Let Big Data Protect Your Brand in Emerging Markets

Posted by Francine Hardaway on February 7th, 2013 at 9:18 am

Most global brands want data to take into non-data rich markets like Asia,  because they know those markets will be the fast developing markets in 2013.   Typically, emerging markets lag behind US markets when it comes to audience-based data.
Any brand that can move into these developing markets early will benefit from a first-mover opportunity to market to what will arguably be the biggest online consumer market. But we've all heard the stories about brands entering a new market with very little understanding of cultural norms; they end up being slapped by the law of unintended consequences.
Those consequences can be far from hilarious, like Chevy’s oft-cited data-free decision to bring its Nova brand to Spanish-speaking countries, where “no va” means “no go.” Now imagine bringing the complexity and speed of programmatic media buying, where decisions on where to place an ad  are made in milliseconds; missteps here are downright dangerous to the brand's credibility and future ability to establish trust in a new market.
Proximic, a Palo Alto-based data analysis company, has pioneered a fundamentally different approach to analyzing pages that is getting noticed by global brands looking for something adaptable to their needs. Proximic calls this Pattern Proximity, and... Read more

How I Plan to Scale Social Media

Posted by Francine Hardaway on January 4th, 2013 at 2:06 pm

Long, long ago, way back in 2010, Altimeter's Jeremiah Owyang gave a talk in which he uttered the immortal words, "social media doesn't scale."
I've found that out through my work with ZEDO, the San Francisco-based platform partner for publishers. ZEDO started with one person doing its social media almost two years ago: me. But the company is growing rapidly, and it has a globally distributed work force in many different time zones. This year, my challenge is to inspire my colleagues to help me with the social media so we CAN scale it better.
I'm fortunate, ZEDO is still relatively small -- about 250 employees. But suppose you are a public company, or even a very large private company with a distributed global work force? How will you control your brand? How do you respond to Twitter complaints in a manner that meets the expectations of customers who tweet out their troubles expecting someone to be there listening? And how do you use social media to help you attract talent?
Listening platforms like Radian 6 help. But they're just a beginning. After all, they're just listening and monitoring. They're not sharing information.
Ideally, we'd like to turn our best customers (our fans) into... Read more