Starting today, Friendly's is going to start targeting mobile ads to people while they're having breakfast at Denny's and IHOP. For the family dining chain, it's a highly experimental campaign, admits CMO Randy Davis. "We'll see how this goes," David told attendees of MediaPost's Brand Marketing Summit, on Thursday.
Brands need to leverage deterministic and probabilistic models to do cross-device targeting, and agencies need to do a better job of integrating those capabilities into the mix.
For all the talk about programmatic media-buying's impact on traditional media, a panel of agency experts said the transition is happening relatively slowly due to the historical "siloed" approach to media-buying and the lack of comparable metrics. "Obviously, traditional [media] is bought on a different metric -- GRPs, TRPs -- when is the day that we're going to have GRPs converted into impressions?," Ashley Evenson, director, Ciceron Digital Media Group, said during the "Post-Web Programmatic: Radio, OOH, TV... Everything?" panel at the Programmatic Insider Summit in Lake Tahoe.
Everyone sleeps daily -- but everyone doesn’t buy a mattress regularly. Or online.
Speaking at MediaPost’s Programmatic Insider Summit, Terri Rockovich, vp of acquisition of Casper, an online mattress company, says: “People have questions; conversations take a little bit longer.”
Even with its '100 night trial', she says many people say “there is no way I’m buying a bed online.” As such, she says, content pieces are critical with video and education key components.
Casper focuses on creative with compelling headlines such as “ “One Perfect Mattress”, as well as touting its awards. Casper says it has ...
Targeting and reaching users on whichever device they may be on at a given time is increasingly the norm in the programmatic advertising practice. The various types of ad units -- on desktop or mobile, whether banner or video -- present a number of problems when it comes to targeting customers effectively.
IPG Media Lab Vice President-Consumer Research Strategy Kara Manatt presented some counterintuitive -- at least until she explained it -- research findings on "viewability" during a keynote presentation at the Programmatic Insider Summit in Lake Tahoe this morning. The presentation, which covered two recent Lab studies, was intended to put some science behind the industry's current standards for defining a viewable impression. Those standards, created by the Media Rating Council, she said were designed to define a minimum opportunity for people to view and impression, but not necessarily what criteria leads to the most effective and efficient viewable impressions. Among ...
No amount of data is going to enable the level of ad personalization that brands are looking for, according to Matheus Barros, Founder & CEO of Brazilian ad agency CUBOCC. It was an unexpected message to hear at MediaPost's Programmatic Insider Summit, on Tuesday, which made it all the more intriguing.
Speaking during a keynote conversation with Real-Time Daily Editor Tobi Elkin this morning at the Programmatic Insider Summit in Lake Tahoe, Assembly Chief Digital Officer Jeff Liang said the big breakthrough in targeting -- and he means all targeting, not just programmatically -- will be in unlocking the data being collected via a multitude of electronic sensors embedded in mobile devices. Liang estimated there are probably "six to 10" sensors, but possibly more that can give brands unparalleled insights about the consumers they are trying to reach, as well as an ability to to give them better experiences when they ...
"Brands and agencies that understand the nature of cross-platform audiences will be best positioned to understand the modern consumer," said Aaron Fetters, SVP of marketing solutions at comScore, at MediaPost's Programmatic Insider Summit.
Among all verticals, technology and gadget brands have invested the most heavily in mobile direct response over the past year. As a result, this forward-leaning segment captured 24.3% of all ad dollars spent on performance campaigns during the second quarter, according to the latest findings from Opera Mediaworks.