Archive for Rick van Boekel

Using Social Network Data To Target Your Ads: The technology behind the latest one-to-one marketing push.

Posted by Rick van Boekel on March 19th, 2012 at 12:51 am

Advertisers can utilise the wealth of data Facebookers give about themselves in two new and exciting ways. Targeting visitors within Facebook or re-targeting Facebook users on other sites. Which strategy you choose will depend on your brand, your product and your goals for a specific campaign.
Long gone are the days when one ad worked for everyone, or indeed anyone. Next came the time consuming process of testing out different combinations of ads, probably 2 or 3 varieties at the most, making a small, often costly, change, checking analytics software, getting creative teams to make another change, re-publishing the ads. Now, with Social Media Buying on Facebook, advertisers have the ability to test a variety of creative and textual combinations then instantly display the highest performing ads. Time is money, and using such tools gives the advertiser more money to plough back into a campaign, increasing the ROI with no additional spend. With this new technology advertisers can test up to 400,000 combinations and make changes within hours depending on which ad performs to which demographic.
This new technology also confines ‘’media waste’’ to the recycle bin. Media waste is a well known phrase that has... Read more

Why data driven media buying strategy is here to stay

Posted by Rick van Boekel on November 18th, 2011 at 10:10 am

Article Highlights

Evolving technologies are changing the way ads are sold and consumed online
Media agencies and Ad networks can no longer ignore the relevance of audience data
In the future, all digital media will be biddable
DSP’s are a win-win solution for buyers and sellers of online media
DSP’s and Exchanges represent a new level of efficiency
RTB enables marketers to buy audience instead of inventory
Marketers are in control, they demand transparency and maximum ROI
The issue of scale vs. performance remain unresolved

In spite of the evolution of advanced marketing technologies, the heavy fragmentation of online users continues to pose an enormous challenge for online media buyers. The rigorous task of getting the right message to the right audience at the right time and in the right place can only be achieved through greater insights into audience data using a sophisticated real time targeting strategy. The new wave of change, propelled by the emergence of Demand-Side Platforms, Sell Side Platforms, Ad... Read more

10 key predictions on the future of online marketing

Posted by Rick van Boekel on July 13th, 2011 at 12:53 am

Article Highlights
By 2016….

Regulators will seal our legal fate
Auction based buys will capture the real value of a marketing impression
Television will cease to be the spoke of the consumer advertising wheel
We will not be buying ad space, we will be buying audiences
Facebook will become the infrastructure of branding
Everything will be connected independent of devices
Interactive channels will be the most important part of the brand/consumer relationship
Data and the social graph will play an integral role in marketing
App-based behavior will completely change consumer marketing
Pre-campaign planning will be replaced by planning during the campaign

The evolution of the digital marketing landscape and the pace at which brands, services providers and technology enablers need to adapt to the rapid change in media consumption and the fragmentation of users and their demands across the industry is a complex issue. As marketers prepare for 2012 and beyond, they search for the most relevant trends that may impact their businesses and the way they operate online. In light of their 10th anniversary, DQNA had industry leaders from 3 different continents share their thoughts with key predictions on what the future holds for the interactive advertising industry. Below are some thoughts, based on 10 predictions from “The Future of Online... Read more

Social Media, What Matters Most for Marketers

Posted by Rick van Boekel on April 6th, 2011 at 2:51 am

Article Highlights

Industry insights
Social Media Marketing (SMM) Challenges
Dialogue, rather than monologue
As marketer, how well do you listen?
Realize the true value of SMM by using the right social media technology
Creating brand advocates through unique user experience
Using Social CRM to establish a long-lasting social bond
Value exchange: Sharing valid content not just sales messages
Stay actively involve or stay away
Think smart and act cautiously
Manage all you social campaigns from one system in real time using advanced social technologies

Industry Analysis
With visits from three quarters of global online consumers that use the internet, and accounting for 22% of all time spent online, social media usage has enormously grown in the last 5 years. Ad spend on social marketing is forecasted to reach $6 billion this year, and Facebook alone is expected to cash in $4 billion from the total amount, according to recent forecast by eMarketer.
The likes of Facebook, LinkedIn, and Twitter grew unimaginably. Furthermore, number of registered Facebook users have now exceeded half a billion, and growing.
What does this mean for marketers?
It means, your social media strategy should contain a lot more than being present in a SocNet sites. It’s about effective communication, cautiously creating awareness and long-lasting bond that should be propelled by effective... Read more

Display Engine Marketing: How smart and sexy are your display ads?

Posted by Rick van Boekel on February 28th, 2011 at 8:57 am

Display ads create a strong retention that goes far beyond the moment the ad was viewed. Display Engine Marketing improves engagement and boosts conversion at a large scale. A 2010 Eyeblaster study found that 72 percent of online conversions were a direct result of display ads exposure and only 23 percent of conversions were as a result of search. This unquestionably demonstrates the powerful effect of display ads in enhancing marketers total campaign results
Key industry forecasts to look out for:

Display ad market will reach $50 billion by 2015
Video will be the single largest driver in the digital market.
Display will continue to shift to an audience buying model.
In 2015, 50% of all ad buying will be done in real time.
By 2015, 50% of online display ads will feature rich media, from 6% in 2009

Ad Spend
Despite continued economic downturn, online ad spend grew throughout 2010. Growth in display ad spend grew larger than Search for the first time since the recession hit the industry. This trend is expected to continue through 2014. The long awaited return of display was fueled by robust platforms including Ad Exchanges, Real Time Bidding, Social Media, Video and backed by a growing demand in brand advertising.
European online... Read more