'Ad Serving' Category

Discreet Affairs Sites Generating Gobs of Revenue – and Controversy

Posted by Neal Leavitt on May 30th, 2015 at 5:11 pm

Thou Shalt Not Commit Adultery
--Exodus 20:14

What’s considered adultery really isn’t readily defined in this Biblical passage. And for the numerous online sites that offer a chance to be anonymously naughty, that’s probably good for them – and good for their business. And it is a big business.
Earlier this year I wrote a piece on how the dating industry has become a global multi-billion dollar annual industry. Market research firm IBISWorld predicts, for instance, that it will be just under $3 billion in four years.
Data on extramarital dating sites is sparse but UK-based The Independent reported these interesting snippets back in February:
• Canada-based Ashley Madison, the 800-pound gorilla of the industry, is hugely popular in the UK, for instance; it currently operates in 45 countries with more than 32 million members worldwide. Ashley Madison (parent company Avid Life Media is now trying to raise about $200 million by listing shares for Ashley Madison in London later this year) also claims to be the world’s second largest dating site – only Match.com is bigger.
• A 2013 freedom of information request showed that Members of Parliament, peers, and their staff in Parliament had clicked on an extra-marital dating website called Out of... Read more

Account Based Marketing & More – 3 Tips to Transform Your B2B Marketing for 2015

Posted by Willie Pena on May 15th, 2015 at 7:40 am

According to Demandbase CMO Peter Isaacson during the firm's Marketing Innovation Summit for B2B opening keynote at the AT&T Park in San Francisco a couple of weeks ago "Its a great time to be a marketer."
And while some might counter that it is not -- due to greatly increased competition, a still-cautious spending environment, and a confusing assortment of marketing solutions being brought to market at a breakneck pace -- I agree with him. We have a plethora of new tools which are making our jobs easier, albeit at the cost of having to maintain a near-constant devotion towards educating ourselves on the latest methodologies, lest we get left behind.
To help you stay up to speed, I have put together a few tips based on conversations with a couple of forward-thinking marketing technology companies on what they think marketers should be doing right now to transform their businesses.
1. Get contextual
As I reported back in March, context is increasingly important as a marketing concept. It means delivering relevant content based on what the prospect or customer is doing right now, in real time, on whatever device they happen to be using.
In a recent conversation I had with Patrick Tripp, Senior Product... Read more

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