• Digital Influencers for Brands: How far should they go?

    Digital media influencers needs to be invested in brands -- but not too much.

    “We actually believe what we are talking about,” says Joanna Franco, co-creator, Shut Up and Go, in speaking at OMMA LA, about her content efforts around brands.  Franco says “that’s what we did with AT&T.” She says influencers needs to be invested in the brands.

    Concerning influencers, Tyler Starrine, associate strategy director of Huge says:  “You need to give them access to the brand.” For example, she says, that means letting them have the ability to ask questions. Starrine says the wrong approach ...

  • Ad-blocking and DVRs: How Similar?

    Ad-blocking and traditional DVR/time shifting behavior have much in common.

    Speaking at OMMA LA, Nick Frontiera, account director of Saatchi & Saatchi LA, says about DVRs: “It hasn’t killed the [TV] medium; ad blocking looks to do the same [for digital].”

    Dan Davies, director of media sciences of MullenLowe Mediahub, agrees: “Not everyone has a DVR.” And concerning ad-blocking for media users, he says “it’s probably smaller [population] than those that have a DVR.”

    Jon Haber, co-founder of Giant Spoon, says: “I wonder if ad-blocking is a symptom of a bigger problem.” Haber says small publishers ...

  • Evans Cycles Finds Extra Revenue in Transactional Emails
    UK Bike retailer Evans Cycles is using transactional emails to help drive additional revenue.
  • Industry Benchmarks Don't Matter
    Brands should not compare their email metrics to industry benchmarks, a panel of email marketing experts agreed at the Email Insider Summit.
  • Samsung's Get, Keep, Grow Strategy
    Samsung Europe has a three-step plan for its lifecycle marketing program: Get, Keep, Grow. In a keynote presentation at EIS EU, Coen Van de Ven, CRM Specialist Benelux, Samsung Electronics Benelux, outlined these stages.
  • Digital Marketing Frenemies: Social & Email
    Social media is a frenemy to email marketers, panelists at the Email Insider Summit Europe revealed today. Oliver Beckett at Expedia revealed that while these teams have a love hate relationship, there is an opportunity to work together. "It's less hate more love nowadays, we realize the mutual benefits of each," he said.
  • Email Marketing Should Become Customer Service
    Most consumers consider 90 percent of email messages irrelevant, said Skip Fidura, client services director at dotMailer, on a panel at the Email Insider Summit Europe. However, consumers don't consider all email messages to be marketing. In fact, they don't consider relevant emails to be marketing.
  • Timeliness & Relevancy Drive Conversion: eBay
    "No matter what your company's strategy, timeliness and relevancy are still the key to driving conversion," said Leah Palomba, senior manager of global email marketing at eBay in a keynote talk at Email Insider Summit Europe today.
  • Higher Addressable Pricing: Can Be Well Worth It

    Higher addressable CPMs can be daunting. But if your clients are seeing significant brand uplift, it’s worth it.

    Typical cable network cost per thousand viewer prices can run $15 to $20 CPM. But Jennifer Pelino, vp of brand media, omni channel of 84.51, says addressable CPM pricing for her agency runs around $99.

    But in noting one consumer product group (CPG) media deal, Pelino said the brand witnessed a 13% brand uplift. “That is significant to a category that is fragmented. [The client] is now going to add in addressable to their plans.”

    Overall addressable ...

  • Buy Programmatic, Because You Can Make More
    Mark Twain famously said, "Buy land, they're not making it anymore," to illustrate the scarcity of the real estate marketplace. That may be a legitimate way of thinking about audience-based TV targeting. At least that was what I thought during the "addressable" panel wrapping up Day Three of MediaPost's TV Insider Summit.
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