In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more
The mobile explosion means marketers can now reach consumers online, no matter what device they’re using. This makes universal device recognition critical for marketers looking to deliver relevant messages to consumers online.
AdTruth, the global leader in securing digital relationships, is teaming up with Adform, a provider of digital media trading technology and campaign management solutions, for a live webinar on May 30th to discuss how the entire online advertising ecosystem can benefit from improving audience recognition across desktop and mobile.
The two companies will delve into how Adform is using AdTruth’s universal device recognition technology to reach both desktop and mobile audiences efficiently and at scale.
During this session, attendees will benefit from:
Discussing the principles of universality: The ability to work on all device types and in all use cases
Programmatic-level performance: The ability to support billions of impressions at millisecond speeds
Privacy-by-design: The approach that is at the core of device recognition technology empowering marketers and agencies to execute online campaigns while respecting consumer privacy and choice
Attendees will learn from Adform on how they’re utilizing AdTruth’s device recognition technology to support its platform’s desktop and mobile real-time bidding (RTB) capabilities to increase campaign reach and audience engagement.
Join the conversation May 30th, 2013 at 6... Read more
Are the efficiencies in the digital marketplace killing relationships?
With all great products and services, there is always a human element.
Can a focus on efficiency still motivate publishers to produce quality content?
Personal relationships are still crucial to business in the digital marketplace.
A few months back at a conference, I heard something that was extremely relevant to an ongoing fear I have in respect to good old fashion business principles; “While efficiency is important, it’s not the only indicator for success, and sometimes, there are downsides to efficiency. As an example, McDonald’s makes hamburgers more efficiently than anyone on the planet, but if you eat too many of them, they will kill you.”
Are the efficiencies in the digital marketplace killing relationships? Having spent the last 12 years in digital, my core focus was -- and still is -- around relationships. Whether it is building businesses, selling, deal making, networking or providing referrals to help fill roles for myself or friends in the industry, it all comes down to the relationships we build and maintain.
What happened to face to face meetings, handshakes, professional entertaining and picking up the phone? Does the person ultimately writing the big media checks still get to call... Read more