Global brands are getting more particular about data. They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way - but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions. If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data:
1. Are you okay with publishers self-reporting their performance numbers? Is fraud a concern?
One of the benefits of serving your ads with an IAB- and MRC-accredited ad server is that your data is consistent and trustworthy. When you use tracking pixels, there are many ways publishers can intentionally or unintentionally skew performance data. When you’re using a... Read more
The discussion around the “convergence” of TV and Online is profound.
Typically when we speak to “TV people” their goal is to make online video more like TV. And when we speak to “Online people” they abhor all efforts to dumb down the measurement and execution of the digital medium to the level of TV.
Now depending on what camp you are in, you may agree wholeheartedly with one over the other. But there appears to be a happy medium that can serve the greater good in helping lay waste to the barriers between TV and Online Video.
A non-television, non-cable network technology company was responsible for the Arrested Development revival — something never seen before in our industry. For those who have seen the program, it was undoubtedly made for a social generation before a social platform existed, and it catered to a niche but fiercely loyal fan base. But because it didn’t resonate with the general audiences, the show met its demise — ironically one month before Twitter was born.
Then Netflix, the anti-TV network, came along and reincarnated the cult classic, releasing all episodes to be consumed at one time this past Memorial Day weekend.