Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
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The introduction by Facebook of new targeting options for brand posts is a positive step forward for the social network. This new feature by Facebook allows marketers to highly target their paid posts.
That’s frequency capping folks. Get your minds out of the gutter. Although, if we are being guttural, I have a topic to touch on. It’s been only a week since I joined Underdog Media and I have inundated myself in the world of performance advertising and, more specifically, retargeting.
Retargeting is a hugely valuable tool for retailers. Here’s a simple scenario: A consumer comes to the site, thereby expressing interest in products and services in a manner by which there can be no confusion. It’s a data point that is inarguable. They do some research, perhaps make some shopping basket entries, and then don’t finish their business. For whatever reason a transaction didn’t take place.
That’s where retargeting kicks in. By cookie-ing the consumer, you now can target them offsite and encourage them to complete their purchase. With the advent of dynamic creative, ads can be tailored specifically to the exact products the consumer was looking at. These ads work at conversion rates comparable to search advertising. This technique must be in the quiver of every online retailer on the Internet. By the way, since it is so successful, there are dozens of online media companies that feature this as a core... Read more
By now, you've probably heard the banter in Congress and across the country about the potential for federal regulation of data collection and behavioral targeting online.
“Americans have a right to decide how their information is collected, used, and distributed and businesses deserve the certainty that comes with clear guidelines." [John Kerry]
Most marketers are skeptical, if not downright afraid of what this will do to digital marketing plans that, right now, know a lot about the people who see their ads. It's no secret that Google has been profiling online behavior for years... it's the nature of search. Facebook is now able to target ads based on content in wall posts. And, of course, advertisers are able to take advantage of the behavioral targeting abilities of numerous websites. We all know that data is king. It probably is the next social media. But, how we use the data will determine if the government regulates our industry, or we do it ourselves.
Marketers don't need to be scared of privacy. In fact, in my opinion, we should embrace it and implement it quickly across the board. It's pretty much a guarantee that whatever we come up with will be better,... Read more
Last week I wrote about how we got started. This is a continuation of our story:
It's 2008 and still relatively early in the life of our company.
We've kept our burn in check so far. I feel in my gut that we have to find a way into media sales and our engineering driven team needs some sales DNA or else it's going to be tougher to integrate down the road. I want to avoid the oil and water situation.
We bring on our first sales person. She's charismatic, entrepreneurial, and been involved in everything from online gambling to selling brand ads for a green ad network. She begins to work on establishing relationships with Ad Networks and performance advertisers, but struggles with CPG and display advertisers. It's 2008. We try co-reg. It's weak at best and impossible to justify engineering resources. Direct lead and CPA relationships aren't touching what AdSense is bringing us. My gut says we need to stay focused on a few big deals and create deep relationships with a few brands. She doesn't think it will work. Her frustration grows and she soon leaves. The investment of... Read more
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