Archive for Jon Elvekrog

Brands Need Ads With Attitude

Posted by Jon Elvekrog on April 9th, 2014 at 7:00 am

The multi-million dollar advertising deal that Instagram and Omnicom struck and the introduction of ads on Pinterest recently is significant far beyond the dollars changing hands. While it's imperative for the platforms to monetize, of course, both pieces of news demonstrate that there is a place for branding spend (vs. direct response) in digital and highlights a path for publishers and platforms to take in order to grow this piece of the digital marketing pie.  Branding is a different discipline than selling, but the tactics available online and in mobile have generally been designed around the latter; hence the idea that brand dollars are not well spent in digital.
Part of the reason branding hasn’t been quick to jump into digital has to do with environment.  If you’re used to doing your branding on television and in print, you expect a clean, contextual, and uncluttered environment in which to communicate with an audience that is both demographically and psycho-graphically appropriate.  You don’t have to look far beyond the NYTimes.com or ESPN.com sites for the premium sheen to come off the Internet, with pages displaying dozens of blinking banners and traffic of dubious quality.  To their credit, Instagram has emphasized that the... Read more

Look Beyond the TV Signal to the Interest Signal

Posted by Jon Elvekrog on August 16th, 2013 at 10:41 am

The conversation around next year’s Upfronts should be about how TV — and online video for that matter — can better integrate social data into their ad models, both in TV and online.

Why Mobile Apps Should Be Jumping on the Interest Graph

Posted by Jon Elvekrog on May 1st, 2013 at 10:01 am

Bad targeting usually means bad advertising; good targeting means matching people with messages that are actually relevant to them. That’s why it’s high time mobile apps take advantage of data to make their ads more relevant.

The 5 Hottest Social Ad Trends of 2013

Posted by Jon Elvekrog on January 10th, 2013 at 10:08 am

This year, all players in the social ad game should be thinking big. 2012 was a breakout year for social advertising. Brands from all verticals emerged to play the social ad game, with some clear winners emerging. But what are the major trends for 2013?

How to Leverage Social Data to Predict the Election

Posted by Jon Elvekrog on November 1st, 2012 at 5:51 pm

With social network membership swelling, analysts are becoming ever more aware that social media can predict certain cultural events and decisions. This is readily apparent in the film industry, where social chatter, trending hash tags, and early viewer sentiment are easy barometers for determining whether a movie will be a blockbuster or a bomb.
Identifying box office returns is just the tip of the iceberg of what’s capable with social data. Analysis of social engagement data on a much deeper level can uncover unstated preferences and help match ad messages to consumers. It can even help identify which presidential candidate a user is likely to vote for.
With the presidential election ever closer, 140 Proof wanted to test the hypothesis that users identified as either liberal or conservative would be interact more readily with content that matched their political preferences. The study used historical data on social media engagement and current network associations to segment users into potential political parties and then record their engagement rates with political content.
Segmentation relies on publicly available social data, including user connections like friends and other accounts they follow. Fore example, you can safely place current @BarackObama followers in the liberal bucket. Shared content is... Read more