'Ad Serving' Category

Marijuana Industry Growing Like A…Well…Weed

Posted by Neal Leavitt on April 22nd, 2015 at 12:54 pm

“Dave’s Not Here Man”
--Tommy Chong
“They’ve Outlawed the Number One Vegetable on the Planet”
--Timothy Leary

Grass. Pot. Weed. Ganja. Reefer. Wacky tobaccy.
The monikers are infinite.
And apparently, so is the growth potential of the burgeoning cannabis industry. GreenWave Advisors, a marijuana research and financial analysis firm (could anyone have remotely envisioned such a firm a decade ago?) prognosticated last year in a report that if the federal government and all 50 states legalize recreational marijuana, it could be a $35 billion annual business by 2020.
While that’s probably a Rocky Mountain High pipe dream for the near future, another cannabis industry investment and research firm, Oakland, CA-based ArcView Group, said that the U.S. market for legal cannabis almost doubled from $1.5 billion in 2013 to $2.7 billion last year. ArcView also predicts that by 2020, another 14 states will legalize recreational marijuana and two more states will legalize medical marijuana.
Currently four states – Alaska, Colorado, Oregon, and Washington – have legalized retail marijuana; Washington D.C. voters legalized recreational use but sales are still illegal.
Erik Devaney, writing in HubSpot, said it’s not just marijuana growers, distributors and dispensaries comprising this potentially lucrative landscape.
“It’s also fertilizer companies, and lighting system... Read more

Humanizing eCommerce

Posted by Josh Shatkin-Margolis on April 13th, 2015 at 8:23 pm

We live in an extraordinary time.  Technology is improving faster than ever and the rate of advancement is only increasing.  The bulk of that progress is on the internet and a huge portion of the internet continues to focus on commerce and socializing.  However, something is amiss—the very technologies that are meant to improve our lives seem to be the very ones hindering them.
Now, I’m not going to try and convince the younger generations that spending 5 hours and 46 minutes a day online or texting 5 times more often than we make phone calls, does not bring you closer to your friends and loved ones.  I’ll leave that to J.K. Simmons.  I’m a somewhat introverted person, so I enjoy the peace and quiet as everyone taps away.
What I am going to talk about is money.  All businesses, even the ones run by this latest generation, want to make more money.  You may not realize, that 93.6% of all purchases are still made in brick-and-mortar stores.  Even if we look at millennials alone, they make 75% of their purchases in actual stores.  So while the latest websites offer amazingly fast shipping, easy returns, great discounts, amazing search engines, and some of the most advanced digital marketing techniques to help guide our interest, the brick-and-mortar stores are left by... Read more

Driving results with audience data

Posted by Nanette Marcus on April 13th, 2015 at 3:30 pm

Past objections to second-party data have since been addressed, making now the perfect time for marketers to leverage that data as part of a holistic data approach.

The benefits of second-party were highlighted in a panel session at the iMedia Commerce Summit, featuring moderator Bob Scaglione, senior vice president of strategic channel development at OwnerIQ, Kevin Lyons, senior vice president & general manager of eCommerce at H.H. Gregg, and Tim Trus, director of search & media at Rosetta.
While first-party data uses advertiser's own cookie pool to "re-market" or "re-target" visitors once they go to their ecommerce website, third-party data involves purchasing packaged audience segments from third-party data aggregators, Scaglione noted.
Then there's second-party data -- someone else's first-party data.
Forrester analysts suggest that "second-party data provides more reach than first-party and more granularity than third-party."
Common objections to second-party data have been addressed, assuring marketers that data won't be used by competitors, doesn't mean you no longer have control of your data, is a strong value for the investment, and is now scalable.
There are opportunities for retailers and brands to take advantage of this new targeting to reach their shoppers.
Lyons, who runs ecommerce for consumer appliances and electronics store H.H. Gregg said, "Having the... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

How Viewability Affects Media Planning and Budgets

Posted by Charlie Ray on April 1st, 2015 at 9:36 am

The digital advertising industry loves to glom onto a trend and a buzzword like nobody’s business. The latest is “Viewability” and boy is it suddenly the most important metric you’ve ever heard of and if you aren’t on top of it you’re failing as a media buyer.
While we see the importance of viewability, let’s keep things in perspective. First, what is it and what does it mean?
The media world is so fragmented in how advertising is bought and sold that it has compounded over decades into an era where not only are the delivery methods so vastly different, but so are the negotiating tactics.  In offline media, say for this example, broadcast (TV and Radio), most media is purchased through a measure of GRPs or gross rating points, which is a percentage of the target audience.  Because media vendors compile this data primarily through surveys, it has created an investment landscape where much negotiation goes into rate reductions and added value because the margin of over and under delivery can be high, and as a result these added value pieces which can be perceived as “rare opportunities” are pretty much an essential part of a buy.  Simply put if you’re... Read more