Meanwhile, Knegten, interpreting comments from the rest of the panel, thinks they (as marketers) wish there was some giant machine that would let them test various online marketing strategies -- from social ...
She says the percentage of online users who never click on an ad during a given month is actually increasing, not decreasing. In July 2007, she says, the percentage was 68%. Currently, it's about 84%.
The problem for ad network folks, she says, is they still base their audience value largely on whether people click, or not.
“If an ad network doesn’t have a unique set of [assets],” they’re not going to be around much longer, Moorcroft said during an afternoon panel at OMMA Ad Nets. “The Space is growing,” he added, “but simply filling orders,” is not going to cut it.
"I am a believer that social is changing the game," she said, noting that social marketing tools are going to be the "key for going forward."
That's something that was highlighted by the Center for Media Research's just-released Ad Nets study, which found that social media networks are among the ...
The infrastructure surrounding the online display marketplace grew up at of a direct response mentality, and now the industry is attempting to use it to optimize brand metrics.
"The mouse trap was very well defined, but now we are trying to catch grizzly bears and the best mouse trap is not going to cut it," Shamah said.
That's right. That's what Vivaki's Sean Kegelman told the OMMA Ad Nets attendees.
Even though the human factor seems like a "simple concept," he said it continues to vex the industry, because providers tend to be so focused on keeping things proprietary, and decidedly unhuman.
Kegelman said Vivaki was built on this open source spirit of cooperation and collaboration, and on putting people in touch with other people to build partnerships that are more human than they are systematic.
"Human relationships matter," he said.
What's it really about? The consumer, stupid.
"We spend a lot of time talking about platforms. We spend a lot of time talking about platforms, Kegelman noted, adding, "but one thing we don't talk about, that is at the top line of our business. Is the consumer."
Invoking a favorite theme of Vivaki digital guru Rishad Tobaccowala's famous "data, data everywhere" speech, Kegelman suggested that, ...