The Value Of Personalized Mobile Video

Posted by Jeff Hasen in Wireless on November 18th, 2015 at 4:43 pm

We’ll look back at 2015 as the year when mobile video watching went mainstream and many brands made their most serious attempts to date to engage with wireless users in true one-to-one ways.

What are the takeaways? First, let’s look at the numbers.

The IAB commissioned a Global Consumer Survey,-a-global-perspective looking into how, when and why people around the world are viewing video on the small screen in their pockets. From 5,000 smartphone users in 24 countries across Europe, Latin America, the Asia-Pacific region and South Africa:

  • Mobile video consumption is on the rise. 35% of respondents report watching more video on their smartphone versus last year. Even more so in U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%).
  • Advertising is being seen and video viewers in surveyed markets are overwhelmingly open to tailored advertising when watching mobile video. More than eight in 10 (82%) said yes to the prospect of tailored advertising that fits an individual’s interest.

That leads me to the second set of statistics:

  • Customers prefer to receive communication about services or special offers via MMS (multi-media messaging), using personalized video, according to a study of 2,700 commissioned by Vehicle
  • Nearly 4 in 10 (38%)...

Joseph Carrabis' Under the Influence: Valid Data versus Useful Data

Posted by Joseph Carrabis in Web Analytics on November 18th, 2015 at 2:04 pm

In the past few days I've had several people present completely irrelevant conclusions based on valid data. The core problem was that these people had never been trained in data analysis. This, even though several were professional data (web) analysts.

Some will read that last line and nod, others may be offended and some might claim something about the inadequate training of a few shouldn't cast a shadow on all.

So true, and experience informs me that that "all" group is quite large.

So let me offer a short refresher borrowed from physics.

A Beginner Mistake Everyone Makes

A common mistake freshman physics students make is called "confusion of units", and the truth is I've known university physics professors make this mistake.

Confusion of units goes like this: 2 apples + 2 oranges = ?

Mixing apples and oranges might lead to an interesting beverage but the apples and oranges don't mix, they don't blend, they aren't the same thing, you can't measure one by the other and therefore whatever conclusion you draw is irrelevant.

You've started with perfectly valid data - apples and oranges - and come up with a completely meaningless result for the purposes of analysis...

Report: Social Media Benchmark & Content Trends for the Energy Drink Industry

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top energy drink brands in the US. We’ll analyze 5 category leaders: Monster Energy, Red Bull, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.


  • The largest network account among all these brands is Red Bull’s Facebook account: 44.2 million fans.
  • Instagram accounts on average gained over 3% in fan growth, industry-wide. That compares to .37% for Facebook.
  • Between Facebook, Twitter, and Instagram, Instagram generates the most engagement. Facebook only has 54% of the total public engagement generated by Instagram.

4 things media buyers can do today to improve online advertising

Posted by Sean Cotton in Opinions on November 16th, 2015 at 4:44 pm

What is a media buyer to do? It seems like every day some trade publication is harkening the doom of online advertising due to ad blocking, fraudulent traffic, non-viewable impressions or some other crisis du jour. Are buyers simply helpless victims of an industry whose sky always appears to falling? Far from it! In fact, media buyers have as much influence as anyone in regard to establishing and maintaining confidence in the online advertising eco system. Here are 4 simple and vital steps they can take in this endeavor.

1) Insist on Transparency

The only way that buyers can take responsibility for and influence the quality of online advertising is by knowing exactly what type of inventory their media dollars are buying. At a minimum, information regarding site placement performance, view-ability rate and % of NHT (non-human traffic) should be available on request or via a client log-in. This allows the buyer and the vendor to work collaboratively to refine the media placements in order to deliver the best investment of marketing dollars for the end client. Buyers should not simply hand over campaign management responsibility to the vendor and be satisfied with reports on top-line metrics. Establishing accountability between buyer and...

Free Content: Backbone for a Free Society

Posted by Roy de Souza in Ad Serving Opinions on November 16th, 2015 at 11:15 am

What did you do immediately after you heard about the sad  Paris attacks last Friday? Perhaps you went to your social media platform of choice (Facebook, Twitter, Weibo), and saw some links to news sources that were on the ground in Paris. You then went to the sites themselves and stayed glued to one of them or switched among several of them, until you felt you had learned enough and saw that your loved ones were safe and the attacks were over. Here in the US, we watched video from France24, which was quickly deemed by Twitter to have the most reliable and least sensational coverage. We also checked on our friends in Paris through Facebook Safe.

What would you have done if those sites did not exist? That's a rhetorical question, because in a crisis we are all hungry for information and we expect it to be out there, available, accurate and dependable. We would be stunned if, knowing the technology was able to connect loved ones and deliver news, we had to pay for it in a crisis or not have access to it at all.

And yet, running a social platform or a news organization takes...