• Behavioral Targeting Trumps Demographic Targeting In Politics

    It might make sense to target different political ads to different geographic regions or demographic groups, but that kind of targeting doesn't always pan out. That's according to Martha Patzer, principal of the consultancy 270 Strategies.

    What type of data is useful to ad-targeters? Information about people's prior Web activity, Patzer says.

    "Past online behavior was really a better behavior for future behavior than anything else, including where you live or how old you are," she says.

  • Online Political Targeting Challenged By Cookie Deletions

    Political campaigns try to serve targeted ads online, but are challenged by cookie deletions, says Tim Cameron, chief digital strategist at NRSC. "Match rates might be 40% on a good day," he says.

    But, he adds, it's equally important -- if not more important -- to reach the other 60%. "Just because they clear out their cookies doesn't mean they're not voting," he says. In fact, he adds, "the type of people who take the time to clear out their cookies" probably are even more likely to vote.

  • GOP Candidates Boost Ad Spending
    Political campaigns are spending more on TV advertising this cycle than in 2012, Jon Adams, digital director for the National Republican Senatorial Committee said this morning.
  • Programmatic: Still in the "Wait a Minute" stage
    Programmatic media platform might be still in its “wait a minute” period, according to Kevin Rettig, senior manager, of personalization & customer analytics for Accenture, speaking at MediaPost’s “The Reckoning” event.

    He says for every dollar spent on programmatic there are platform, technology, verification and other costs; you are left with a lot less. Factoring in non-viewable ads, including ad fraud, you have more waste. Rettig says what remains is around 25 cents actually going to media. “That’s probably a bit more negative view,” says Rettig. “Certainly as media auditors, this is something that we see.”

    Media agencies making many ad-tech investments could ...
  • Are Consumers Losing The Data Game?
    Even if it's just more relevant ads, are consumers benefiting from the collection of their digital behavior and personal information? Not likely, according to Bob Gellman, a privacy and information policy consultant. "Economists have begun to look at some of these [data tracking and collection] activities, and they're finding that all the benefits go to the companies [doing the tracking and collecting] and the consumers get hardly anything out of this," Gellman told attendees of MediaPost's The Reckoning conference, on Tuesday. It's more likely that most consumers will lose by surrendering their data, Gellman said. Referring to the notion of ...
  • Vivint Builds Awareness Through Search, YouTube

    Jason Owen, VP of Acquisition, Vivint, a company that connects home and personal devices through the smarpthone, continually needs to create campaigns that drive awareness. He presented Friday at the Search Insider Summit, detailing the conversion path from awareness to sales. The company designs smart home networks, competing with technology companies likes Google Next and others. The company found that running YouTube preroll ads along with search campaign generated 17% lift on desktop and 19% on smartphones.

  • Search marketing lessons for TV-attributed clicks

    TV-attributed clicks  — where marketers pay networks based on consumers who click onto their site as a result of watching a TV commercial -- is something direct response marketers have keyed on in recent years.

    Ken Chaplin, chief marketing officer of the TransUnion Consumer Interactive, in speaking at MediaPost’s Search Insider Summit, says the credit bureau company has learned “ways we are trying to get at attributing TV to what happens in search.”

    In particular, TransUniion grabs more prized live TV viewers, versus those who time-shift TV programming, something important to the company a direct response marketer. ...

  • Avis Budget Finds Success In Colloquialisms
    Neal Zamore, VP of Consumer Marketing at Avis Budget, delivered the opening MediaPost Search Insider Summit keynote with a bit of a downer. He spouted off a bunch of depressing numbers, along with the fact Facebook recently reported consumer engagement is down 10%.
  • Google's Dischler Says 'Web Isn't Dead'
    "The mobile Web isn't dead," says Jerry Dischler VP, Product of Management at Google. He told attendees at the MediaPost Search Insider Summit Thursday that the company will invest in search ads running on Google Play and Universal Campaigns, as well as develop more effective ways to do app reengagement.
  • Trump Makes Appearance At Email Summit
    Add email spammers to the list of groups that Donald Trump wants to ban from the country. The bad joke came courtesy of Traverse CEO Craig Swerdloff in the final hours of MediaPost's Email Insider Summit, on Wednesday. Swerdloff then bashfully admitted that he just wanted to work Trump into a panel discussion on anti-spam legislation. Mission accomplished. Not joking around was Heather Ilsley McCullough, Enterprise Level Email Marketing Manager, when she said she'd like to see any such legislation die. Unfortunately for McCullough and other email marketers, that's about as likely as Trump getting elected president.
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