'Opinions' Category

4 Reasons a Private Marketplace is Good for Business

Posted by Nick Matarazzo on April 9th, 2014 at 9:35 am

Agility. Innovation. Technology. Speed. These are just a few of the words I use to describe the automotive industry—and any good sales organization. As CEO of Jumpstart Automotive Group, I’m always looking for ways to improve the sales process and ROI for our clients, and the efficiency of our business. That’s why I’m embracing the programmatic private marketplace just as wholeheartedly as I passed on an open marketplace.

Better Quality
Programmatic ad platforms are still primarily known for selling remnant inventory at low CPMs, but the industry is moving beyond that. With demand for a contextually relevant environment that reaches real consumers (not fraudulently driven traffic), private marketplaces offer transparency and quality. Now advertisers can hand select a high-performing and trusted publishing partner to work with and still benefit from the automation of a programmatic platform.
Sweet Freedom
The dream is as media buying becomes more automated, salespeople and brands can spend more time on bigger, custom ideas—and less time correcting Excel functions. Content, disruptive ad units, social media, and events (the fun stuff) require person-to-person collaboration, deep thinking, and human power. Let’s use our time strategically and employ the machines for everything else.
Impact Buying Decisions
The more advertisers are able to serve the... Read more

Brands Need Ads With Attitude

Posted by Jon Elvekrog on April 9th, 2014 at 7:00 am

The multi-million dollar advertising deal that Instagram and Omnicom struck and the introduction of ads on Pinterest recently is significant far beyond the dollars changing hands. While it's imperative for the platforms to monetize, of course, both pieces of news demonstrate that there is a place for branding spend (vs. direct response) in digital and highlights a path for publishers and platforms to take in order to grow this piece of the digital marketing pie.  Branding is a different discipline than selling, but the tactics available online and in mobile have generally been designed around the latter; hence the idea that brand dollars are not well spent in digital.
Part of the reason branding hasn’t been quick to jump into digital has to do with environment.  If you’re used to doing your branding on television and in print, you expect a clean, contextual, and uncluttered environment in which to communicate with an audience that is both demographically and psycho-graphically appropriate.  You don’t have to look far beyond the NYTimes.com or ESPN.com sites for the premium sheen to come off the Internet, with pages displaying dozens of blinking banners and traffic of dubious quality.  To their credit, Instagram has emphasized that the... Read more

Why U.S. marketers can't ignore Canada

Posted by David Zaleski on April 8th, 2014 at 10:18 am

One thing became clear at the iMedia Canada Summit: American marketers need to start looking north for big opportunities. eMarketer's Geoff Ramsey sat down with iMedia and gave us an exclusive interview on why the Canadian-U.S. marketing relationship will be so vital for the future, and why the iMedia audience is the perfect fit for exploring the potential.
Click here for full coverage of the iMedia Canada Summit.
Subscribe to the iMedia YouTube channel!

HR and CIOs: A growing need for collaboration in a competitive talent market

Posted by Jayesh Sahasi on April 8th, 2014 at 7:00 am

Consulting firm Deloitte recently delivered a report entitled "Global Human Capital Trends 2014: Engaging the 21st-Century Workforce," outlining some of the key challenges facing human resources leadership and C-suite executives in the current business environment. Already a $6 billion market, Deloitte predicts that in 2014 the HR talent and software markets will grow 12 percent and 10 percent, respectively. This growth will be driven by the need to support increasingly disparate and mobile workforces and replace retiring baby boomers, which will create “leadership gaps” in more than 60 percent of all companies.
The “leadership gap” is a major trend for 2014, which illustrates the ongoing difficulty in attracting, finding and retaining new talent. In fact, the first of the Human Capital Survey’s Top 10 findings stated, “Leadership, retention, HR skills, and talent acquisition are the top global trends in perceived urgency.” Deloitte summarizes by stating that a limiting factor in the current global cycle of growth will be the increasing scarcity of talent, and their “Bottom Line” for HR teams was:
“Talent acquisition and access has changed in fundamental ways due to shifts in global talent markets, skills shortages, new ways of working, and the growing importance of social media and employment... Read more

It's time for enterprise brand marketers to demand accountability

Posted by Jill Draper on April 8th, 2014 at 7:00 am

These days, most enterprise marketers use a multichannel brand awareness and business development strategy, spreading the word about their company, products and services via a variety of platforms, including digital ads and social media marketing. But, television still gets the lion's share of ad spend, and it's time for enterprise brand marketers to demand that their TV brand awareness campaigns work harder and smarter.

According to a recent Nielsen report, Internet display ad spending grew 32% in 2013, which demonstrates the growing power of the digital medium. However, Internet display advertising still makes up only 4.5% of total spending, with TV accounting for nearly 58%. And marketers have good reason to put their faith in TV advertising: A Nielsen analyst noted that TV remains the most trusted source of paid media information.

But the question remains: How do enterprise brand marketers measure the effect of their direct response TV marketing and make campaigns more accountable? Predictive modeling platforms provide the answer by delivering data. The concept of “Big Data” has generated significant buzz in the business world for the past several years, and... Read more