Madison Avenue today is a study in contrast. The media ecosystem has become so complicated that, just to get a general idea of what is happening in digital, social, set-top and mobile requires supercomputers parsing Big Data terabytes. Yet for many Mad Ave residents, advertising is still a simple two-way street.» 6 Comments
One of the most complex challenges facing marketers is trying to measure and understand the impact offline or online marketing has on purchases, regardless of where they take place. A classic example of this challenge is the difficulty in understanding the value of direct mail: Does it influence a customer to go online and make a purchase there, or ultimately in a store? How can one track it accurately? To truly understand the impact of the entire marketing mix, businesses need to understand what advertisements those buyers were exposed to before making a purchase.» 0 Comments
In the past I've written about how the implementation of a marketing attribution solution forces certain changes to be made within an organization. These changes are well worth the effort, given the significant (15-30%) increase in return on marketing spend that organizations typically achieve through the use of attribution, not to mention the multiple non-attribution-related benefits those changes provide.» 0 Comments
There is an explosive hype focused on leveraging an advertiser's customer data to enable better digital media targeting. Several approaches have sprung up over the years that attempt to individually match customer level data to cookies for targeting ads. These processes include matching registered users through either a persistent cookie or an email address; some simply match a customer's personal information (PII) with permission. The match rates are not great! Some advertisers have reported match rates as low as 10% with only 50% accuracy in identifying gender. With low individual match rates exacerbated by inaccuracy, advertisers should start to rethink ...» 3 Comments
There's an old joke about a man searching for his car keys at night under a streetlight instead of around the car where his keys were ostensibly lost. When asked by a passerby why he was searching there he replies, "Because the light is better under the streetlight!"» 0 Comments
The holiday movie hype is upon us. With the importance of movies as an advertiser category, and with entertainment accounting for $729 million in revenues in the 2012 half-year IAB Internet Advertising Revenue report, the IAB thought it fitting to get a picture of how consumers use digital media to find out about movies and decide what to see.» 0 Comments
When planning the implementation of an attribution solution within your organization, there are numerous decisions that will affect the length of time required to complete that implementation and begin benefiting from the insights and recommendations driven by your solution.» 2 Comments
While digital advertising continues to accelerate and evolve, there's no doubt that TV retains its ability to reach large numbers of people over short periods of time. But the explosive growth of online advertising is offering marketers and media buyers other opportunities to reach, engage and influence specific audiences, with a calculated frequency and via more touch points. Irrespective of media, there is always a need for (new) measured metrics and standards that can help inform future campaigns and help better allocate marketing spending to most effectively reach and engage audiences.» 5 Comments
Mobile devices present an opportunity for advertisers to reach consumers anywhere in the world at any time. While marketers can sense the impact of the mobile revolution, there's no scientific evidence to indicate whether mobile advertising drives conversions -- and if so, how?» 0 Comments
Since the ANA, IAB and 4A's launched Making Measurement Make Sense (3MS), a great deal of progress has been made, specifically in moving digital measurement from a "served" to "viewable" impression standard. The Media Rating Council (MRC), is helming the shift from served to viewable ad impressions for online advertising transactions. On Nov. 14, the MRC issued its first Viewable Impression Advisory. The document and the efforts behind it are a monumental achievement in the history of media currency development and change.» 1 Comments
