'Media Planning & Buying' Category

The Marketer’s Tool Guide to Knowing Their Audience [INFOGRAPHIC]

Posted by James Lamberti on May 28th, 2014 at 12:27 pm

The digital industry is losing sight of their audiences in today’s multi-device world. Having the ability to accurately recognize and reach their audiences on any device is a marketer’s recipe for success, but the landscape has become quite complicated. From tablets to desktops to iOS and Android, methods of identification across these different channels are sprouting up all over. Each of them claims to offer the “best” solutions for reaching audiences on each specific platform. And just like plants in a garden, some of these identification technologies will flourish while others will wilt away.
It’s also more than just the environments that matter in terms of where identifiers can perform; it’s the fact that the capabilities of each of these tools  are far from uniform. Some are known for their accuracy, some for their ability to scale, and others for their approach to privacy, but few embody all three. So, how can we find a balance?

In an effort to simplify this complex landscape for today’s digital marketers, we’ve put together “The Garden of Identifiers” -- an illustrated guide for navigating the evolving landscape of mobile identification to make sense of the tools available to reach, grow and connect with today’s... Read more

Moving from Like Ads to Promoted Posts? How to Keep Likes Rolling In

Posted by Betsy Smith on May 20th, 2014 at 12:56 pm

Facebook has changed the game, now in order for brands to have any reach at all budget must be allocated to Promoted Posts. It’s a good time to rethink Facebook page growth strategy.

Why Brands Partner with DSPs

Posted by Bill Guild on May 19th, 2014 at 3:04 pm

According to an Adage article last November, chief marketing officers are starting to work more closely with Demand Side Platforms (DSPs). Since many brands already partner with SEO services and retargeting services, it shouldn’t be surprising that this practice is spreading to programmatic media buying.  At the time of the CMO Club survey, 15.4% of CMOs polled were already working with DSPs to buy digital ads.
Some of the trade-offs of purchasing directly or through an agency are obvious.  Brands that purchase directly from vendors forego the agency’s expertise in programmatic disciplines and their experience with multiple vendors.  On the other hand, they forego the agency fee as well. Whether they buy programmatic through an agency or directly from the vendor is an individual brand decision and shouldn’t get in the way of a programmatic partnership.  Brands who build a partnership with their programmatic vendor, regardless of the billing relationship, will reap some not so obvious benefits.
Strategic Partnership
Certainly brands have a strategic partnership with their agencies.  That partnership helps them optimize their media mix, unify their messaging, and plan a complete program for building their brand and driving their revenue.  Strategic partnerships with programmatic partners also help brands excel.  Programmatic platforms... Read more

Publishing Has Changed Profoundly. Now Advertising Must

Posted by Rohan Lotlikar on May 15th, 2014 at 12:39 pm

I read an interesting piece by Om Malik, legendary tech journalist and founder of GigaOm today. Om says that while the future of news may be bright, the business of news is still in the dark ages. He goes on to say that Madison Avenue really needs an intellectual rebirth so it can quit just adapting old forms of  print advertising to the web
Om says, ” the intellectual makeover of Madison Avenue hasn’t even started yet. We are still trying to retrofit old ideas of advertising on to today’s media models.”
And then, a bit further on in the piece: “The heroin of web media is CPM-based advertising.”
CPM based advertising without tracking performance is an issue. That is why most media buyers always monitor click through rates on CPM buys. CTR is an important performance measurement for the industry. Since our founding, we at ZINC have done nothing that isn’t an effort to drive up performance for advertisers. We’ve invented new ad formats, and iterated and iterated non stop to improve performance: especially CTR.
None of this technology from either ourselves or others on the Lumascape has yet helped the advertising business arrive any real change on its side. Basically, advertising is based on... Read more

The War of App Acquisition Analytics

Posted by Jordan Greene on February 20th, 2014 at 12:30 pm

Welcome to the $9.6 billion U.S. mobile ad jungle.  In a dark corner of the mobile app world, there is a war brewing.  As more mobile advertising money continues to flow to acquire app users, the value is rapidly increasing to accurately understand what specific ad budgets are generating.  In practice, that is enabling an app owner to identify the best ad sources which drive installs and activity, and act upon that data.  The two leaders in this province, HasOffers and Kochava, have been conciliatory adversaries, each acknowledging, but not sniping at, the other.  But with one, small, facebook announcement last week, all that looks to change.
Since 2005, we have bought mobile media for clients, and tracked subsequent activity.  Somewhat surprisingly, we continue to see that across the mobile landscape that there is still an under-appreciation of the importance of understanding app analytics (not to be confused with the over-collecting of data, which is causing drowning).  At Mella Media, we stress to clients that acquisition tracking needs to be a “given.”  It is the front-door to knowing your users, and seeing where new opportunities lie.  Ultimately, it is the top of the funnel which leads to real business goals and... Read more