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Dave Martin

Member since August 2003Contact Dave

Articles by Dave All articles by Dave

  • The Necessary Death Of The CPM in Marketing Daily on 05/13/2014

    With the digital media industry expected to grow to $50 billion this year, fraud is leeching the digital advertising ecosystem of billions of dollars in value.

  • Marketing To The New Breed in Engage:Teens on 02/03/2012

    Most marketers agree that we are in a period of radical change in the way we connect to each other and in the way we consume content. But no demographic group is more rapidly adopting innovation than teenagers. And not only are they the pioneers in the development of new channels, they also seem to speak in a language that's completely foreign to most of us who were born before 1990.

  • Targeting Is Not A KPI in Marketing Daily on 01/30/2012

    Within the digital media ecosystem we're hearing more and more about two things -- data and social. In a world of both, the key idea is targeting.

Comments by Dave All comments by Dave

  • Media Planning Research In The Coming Months by Cory Treffiletti (Online Spin on 12/03/2008)

    Cory, Another problem with the current set of research tools available to planners is that none of their data sets seems to match up. If you look at traffic levels (or demo/psycho components for that matter) on Nielsen, comScore, Alexa, Quantcast and Compete, you'll see 5 vastly different answers. I am not sure advising planners to jump deeper into this pool of data is a great idea considering they all have differing methodologies and results. It's also worth mentioning that the automation of digital planning and buying through some of the new tools might deliver efficiencies for some clients, but for others these tools simply don't help drive their metrics (e.g. big impact, high SOV, cross-media integrated plans). I do completely agree about working to increase agency efficiency, but I'm not sure adopting the tools you reviewed is the best recommendation for improving efficiency. A better investment, for example, might be to put media planners through rigorous training to improve negotiating or time management skills.

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