Tagged 'online advertising'

iBeacons Usher in New Era of Mobile Advertising in 2014, Raise Old Privacy Concerns

Posted by Fernando Bohorquez Jr. on February 6th, 2014 at 8:44 am

Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more

2013 – Change is the new constant for SMB digital marketing

Posted by Katya Constantine on December 18th, 2013 at 8:37 pm

As we draw the curtain on 2013, it's safe to say that the year heralded more change in digital marketing than almost any year before. It saw the resurgence of adtech IPO's, a number of social networking giants moving aggressively to new models of monetization, and hundreds of new start-ups emerging in digital marketing space. But while for large marketers this year has been about growth and maturation, for SMB’s it’s been a constant whirlwind of both change and opportunity.

So let's review some of the most interesting developments of 2013 across various channels and how they may have impacted you.

Retargeting 101 for Small and Mid-Size Businesses

Posted by Katya Constantine on November 1st, 2013 at 10:33 am

Simply put, “Retargeting” is the action of displaying a banner ad to a user online that has either been to your website, or has shown intent on your type of product of service.

There are many different types of retargeting- behavior, contextual, site, search and audience extension. The terminology can be overwhelming at first, but we would like to break it down for you and show you how this could benefit your business. According to Digiday:

1 in 5 marketers has set aside budget for retargeting campaigns.

Types of Retargeting:
Site Retargeting targets two types of people: existing customers you want to bring back to your site, and potential customers who visit your site, but leave without making contact, or a purchase. Re-engaging folks that have been to your site often time leads to conversions or an increased awareness of your business.

How Does This Impact My Business?
Most marketers that are doing some type of Digital Marketing (PPC, SEO or Social) drive clients to your website to complete some action. Search Retargeting allows you to capture that audience AGAIN and in a different environment, often times triggering that “Ah-Ha” moment. By engaging in Site Retargeting, you can continue the engagement once a user has left... Read more

Response is not always RESPONSE

Posted by Bill Guild on November 1st, 2013 at 7:42 am

Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable.  This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization.  We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns.  Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions.  Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.

Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more

The Future of the Futures Market for Online Inventory

Posted by Bill Guild on October 14th, 2013 at 8:05 am

Futures trading is common for all kinds of commodities like Home Heating Oil, but it won’t catch on in the current ad ecosystem.  When a fuel supply company or a homeowner believes that an especially cold winter or unrest in the Middle East will probably drive up prices, they can buy heating oil futures.  That is, they can enter into a contract to buy heating oil in the future at a price that is set now.  We all know that there is an entire industry of speculative futures traders who buy up commodities hoping to sell at a higher price before those commodities are delivered.  It seems that advertisers would also be interested in buying online ad space this way.  When an advertiser believes that the economy will heat up or interest in a topic may increase, that advertiser may want to lock in a price for future advertising.  Then at some point the speculators should arrive to heat up the market.
Prices of commodities fluctuate as supply varies with respect to demand.  More supply than demand causes prices to drop while more demand than supply pushes prices up.  Of course, very high futures prices can be an incentive to increase... Read more