In today’s world of constantly connected consumers with ever shortening attention spans, online advertising’s mantra “Right time, right place, right person” is more resonant than ever. The ability to reach those consumers who are most likely to purchase your product or service at the time and in the context to which they will be most receptive is the magic formula for turning browsers into buyers, and video advertising has proven itself as one of the most powerful tools for not just reaching, but engaging those consumers.
Even more than display advertising, online video offers marketers a wealth of options for delivering their message creatively, whether the content is funny, touching, powerful or straightforward. Some marketers have begun the transition from television to digital by repurposing their 15- and 30-second TV spots. This is a promising start, but only a hint of what online video can do to capture consumer attention. It’s time to take it to the next level, creating and repurposing video that’s relevant to the user throughout the decisioning cycle.
As in all forms of online advertising, relevance is key when it comes to getting people to not just view your video content, but actually click through and buy. However,... Read more
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“Always Relevant” Video Advertising
Tags: big data, cross-screen advertising, cross-screen solutions, video advertising
Posted in Ad Serving, Video | No Comments »
Why Twitter’s Keyword Targeting in Timelines is Only Half of the Equation
Last week, Twitter launched a new ad product called “Keyword Targeting in Timelines.” This new targeting method enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged. Twitter’s Kevin Weil later said that the big advantage of this new targeting technique is timing.
Twitter’s new capability is a well needed platform move and is similar to Google’s ability to target in “real-time” whoever searches for “buy shoes.” One could argue that searches have clearly better intent than tweets. For example, “Justin Bieber’s new song is awesome!” (and getting served an ad for his album). Keyword targeting doesn’t provide any timing advantage on any other platform, without understanding the sentiment and context of the entire tweet.
Twitter is right, timing means nothing if you are unable to react to things that happen right now. The big opportunity for advertisers is how to engage users in moments that matter to them. Advertising is about being in the right place and in the right time, yet finding the right users who have explicitly expressed interest isn’t scalable, it requires an intelligent approach to finding new users who also may be interested but haven’t expressed... Read more
Tags: advertising, keywords, marketing, real time marketing, real-time, social advertising, social marketing, twitter
Posted in Ad Networks, Ad Serving, Media Planning & Buying, Opinions | No Comments »
Even basic mobile targeting beats desktop any day
Every day, you hear about how mobile publishers and ad networks are adding new, enhanced targeting capabilities to their suite of services. And that's great news -- better targeting in mobile is a key factor in increasing the effectiveness of campaigns.
But what many buyers tend to forget is that even basic targeting in mobile, using the kind of contextual information you can easily acquire from the most standard of mobile traffic, is still far better than the PC equivalent.
Let's take a quick look at the most basic of them all: device type (OS) and connection type (e.g., mobile vs. Wi-Fi). Knowing what kind of mobile device a user possesses and where they are using it (on the go vs. at home/work) is far more valuable than identifying what kind of PC or browser someone is using, and who provides their Internet service. I don't know about you, but I don't identify myself as by my ISP. iPhone user? Yes. Constantly on the go? Yes. Comcast customer? Not so much.
More importantly, advertisers are finding that simple additions to these first two criteria, such as time of day, day of week, or a carefully chosen frequency-capping regime, provides even deeper improvement of... Read more
Posted in Ad Networks, Ad Serving, Opinions, Targeting | No Comments »
Why Mozilla Needs To Look Beyond Users Alone
We are all aware of the uproar incited when Mozilla announced that it was releasing a patch that would effectively block third party cookies for their users. Mozilla is doing this, it claims, because users are scared of companies tracking their whereabouts and are crying out for better privacy protection.
But a browser company that owns 30 percent of the browser market has a greater responsibility to the industry they operate in than to just the user. Mozilla is ignoring a huge portion of these parties. I really believe that the company feels that they are working on behalf of their users, but I also don’t think Mozilla realizes all of the touch points that they are operating within. The user is the main party they interface with, but the Firefox browser interfaces with the web, and there are a number of parties involved beyond just the User. Let’s take a look at those parties.
Meet the surfer: The surfer, or “the user,” as many like to call this constituent, is the innocent person who traverses the web, day in and day out, reading this and purchasing that, watching that video and looking at this friend’s latest pictures or update. The surfer... Read more
Tags: advertising, Data, online advertising, Privacy, publisher, rtb, Safety, Semantic
Posted in Ad Networks, Ad Serving, Media Planning & Buying, Opinions, Targeting | 1 Comment »
How the TV industry uses online advertising to drive tune-in
Recently, my company Mixpo surveyed local TV stations across the country to better understand how the TV industry uses online advertising to drive tune-in. We uncovered a few conclusive trends. Stations are following viewer habits and shifting budget online. Today, stations spend about 18% of their tune-in advertising budget online, and 42% of stations plan to increase their online tune-in advertising budget in 2013. In the top 10 DMAs by market size, 57% plan to boost their tune-budget this year.
We also found that stations are increasingly using online video to reach their audiences online. Today between 58%-70% of local TV station’s budgets (depending on market size) are allocated to online video advertising and fully 85% plan to use online video ads to support their tune-in efforts in 2013.
Local TV stations understand that “today’s audiences are not only online, but are increasingly spending a large portion of their online time watching video. TV broadcasters are uniquely positioned to take advantage of this shift and reach viewers with online video advertising. TV marketers already have engaging video content, daily topicals, social media strategies, promotions, co-op programs, and skilled creative resources at their disposal.” This makes online video a no brainer to extend... Read more
Tags: online video, online video advertising stats
Posted in Ad Serving, Research, Video, Web Analytics | 1 Comment »
