Behavioral Target...
Follow
1.6K views | +4 today
Behavioral Targeting Baltics
Selected Ad Tech industry news by a Baltic office of global advertising technology company http://www.crimtan.com head-quartered in London, UK. Established in 2009 it is a private company managed by computer engineers, data scientists and online advertising experts. If curios to find out more drop me a message http://www.vcita.com/v/stirnagun/contact
Curated by Guntis Stirna
Your new post is loading...
Your new post is loading...
Scooped by Guntis Stirna
Scoop.it!

Shifting trends on Latvian internet | LinkedIn

Shifting trends on Latvian internet | LinkedIn | Behavioral Targeting Baltics | Scoop.it
It takes about three years for Western European internet trends to reach Latvia. It has been the same with internet use in mobile devices and video content. Finally, video has come to Latvia as well – Megogo.net and Modern Times Group video content site TVPlay.lv have experienced a significant audience growth from computers since last year. During the recent months, the share of audience on mobile devices and their quantity don`t display any upward trend – even more, they are decreasing. The diminishing mobile audience on video content pages can be explained by the fact that people are switching to mobile apps to watch video content.
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Most Popular KPI's for Display Campaigns in the Baltics

Most Popular KPI's for Display Campaigns in the Baltics | Behavioral Targeting Baltics | Scoop.it
Quick 1 minute survey.

Even with the new possibilities of enhanced attribution of digital ads, many advertisers aren’t using meaningful metrics to assess the value driven by their display campaigns.
It would be very valuable for all of us to see where we are on those issues in Baltics.
Results of this survey will be available for every participant via e-mail.
Thank you for participating in our survey. Your feedback is important.
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Have you bought in to programmatic?

Have you bought in to programmatic? | Behavioral Targeting Baltics | Scoop.it

Andrew Blackwood, director at Crimtan B2B, advises: “Although tech is driving [programmatic’s] success, marketers need to remain involved to understand why a campaign has worked and use this information to act upon in the future.

“Ultimately, one of the best strategies when using programmatic is to ensure you don’t leave everything to machines and there is still a human involved to oversee the process, continuing to play an active role in the decision-making process. This is vitally important, not only to prevent against inventory that is not brand safe, but also to ensure your campaigns take into account external influences that may have an impact.”

Guntis Stirna's insight:

Crimtan produkts der B2B, bet noteiktā situācijā "Sales and direct channels such as telesales, email, PPC and SEO are becoming increasingly competitive, expensive and less responsive, which is why B2B marketers need a new approach. The answer is display advertising"

Crimtan tev noderēs tad kad ar augstāk nosauktajiem instrumentiem tu būsi izsmēlis iespējas un vēlēsies paplašināt (nevis "izmantot to pašu") auditoriju ārpus tiem, kuri zina ko meklē 
Pirms pārdošanas noslēgšanas jebkurš pircējs iziet atpazīstamības un izpratnes fāzi. Adwords nedod risiniājumu pirmajiem pārdošanas piltuves soļiem. Šajos segmentos auditorijas ir vairāk, bet gatavība pirkt - zemāka, līdz ar to konversijas - dārgākas. Adwords ir adresēts uz daudz šaurāku loku - tiem kuri zina ko meklē. Jautājums kā viņi to zin? Dieviškā atklāsme nav atbilde. Kā sasniegt tos kuriem vajadzētu produktu, bet kuri nezin ko meklēt? Prospektings ir atbilde. Adwords tev neatradīs cilvēku ar atbilstošu profilu un neieliks viņam galvā pareizo meklētājvārdu. 
Ja tev pietiek ar  "telesales, email, PPC and SEO" tad tev Crimtan nebūs pareizais risinājums. Ja jūti ka pārinvestē, bet rezultāts neuzlabojas, tad prospectings ir tas ko tev vajag.
more...
No comment yet.
Rescooped by Guntis Stirna from Crimtan Slovakia
Scoop.it!

INFOGRAPHIC : Programmatic Buying Ecosystems

INFOGRAPHIC : Programmatic Buying Ecosystems | Behavioral Targeting Baltics | Scoop.it

Via laurent broca, Tomas Horvath
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Worldwide Digital Engagement Up, Social Media Suspect For Shoppers

Worldwide Digital Engagement Up, Social Media Suspect For Shoppers | Behavioral Targeting Baltics | Scoop.it

According to a new global report by Capgemini, consumers consider social media (from awareness, through to post-sale activity) a less important part of their customer journey compared to two years ago, suggesting that the social media hype in the consumer goods and retail sector has not materialized.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns

Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns | Behavioral Targeting Baltics | Scoop.it

Multiscreen video ad campaigns running on Videology's platform in the U.S. in Q3 '14 surged to 35% of total campaigns, up 59% from the 22% share multiscreen campaigns had in Q2 '14. Multiscreen includes campaigns running either on PC/mobile or PC/mobile/connected TV. Video ad campaigns running solely on PC dropped from 74% in Q2 '14 to 60% in Q3 '14.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Agency Executives On Changing Compensation Models

Agency Executives On Changing Compensation Models | Behavioral Targeting Baltics | Scoop.it

Agency execs from 360i, Jack Morton Worldwide, 3Q Digital, Ready Set Rocket and Huge offered some insight into how pricing models are changing, and shared their thoughts on how to find the best way to adapt to the new system. improve upon the ongoing evolution.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

WTF are time-based metrics?

WTF are time-based metrics? | Behavioral Targeting Baltics | Scoop.it

Time-based metrics are having a moment. A small number of publishers have been getting attention for the idea of selling based on time readers spend on their sites rather than clicks, as a way of reversing the downward pressure on ad rates. Many others reportedly are considering selling this way. But what exactly are time metrics, and can “engaged time” really save online publishing? Here’s a handy explainer.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Consumers Get Engaged With Rich Media

Consumers Get Engaged With Rich Media | Behavioral Targeting Baltics | Scoop.it

Rich media ads that feature a web video advertising component generate a higher click-through rate (CTR) than static ads. Data from Adform found that globally rich media ads see a far higher level of audience engagement compared to stsatic ads. The averaged CTR for a rich media ad was 0.44 percent compared to 0.12 percent for static banners.


                                                          ***

Guntis Stirna's insight:

Not all Rich Media solutions are created equal though

http://wallblog.co.uk/2014/10/08/mexican-wrestler-proves-pre-roll-ads-have-almost-zero-effect/

http://venturebeat.com/2013/07/21/3-reasons-why-digital-video-needs-to-rethink-its-advertising-model/

http://www.bbc.com/news/uk-28240052


more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Media Buying Increasingly Complex

Media Buying Increasingly Complex | Behavioral Targeting Baltics | Scoop.it

About 1 out of 6 Millennials said they did not watch any original TV series from traditional TV sets within the past 30 days, a significant trend highlighting the potential for linear TV viewing to erode over time. Since this age group is considerably less likely to watch TV via a TV set, their incidence of viewing this content on computers (44%), tablets (49%) and smartphones (31%) is considerable and substantially higher than older age segments.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Tipping point: Broadcast ad budgets are finally shifting to digital video

Tipping point: Broadcast ad budgets are finally shifting to digital video | Behavioral Targeting Baltics | Scoop.it

Are budgets becoming "video neutral"? Broadcast ad dollars are finally starting to stream into digital video budgets, resulting in what Rob Reifenheiser, Essence Digital’s North American head of media in North America, is calling a “video neutral” approach.In a study sponsored by AOL Platforms, 40 percent of media buyers say they will move funding for traditional TV buys to digital video.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Why The IAB Numbers Show Us Programmatic Is An Unstoppable Force

Why The IAB Numbers Show Us Programmatic Is An Unstoppable Force | Behavioral Targeting Baltics | Scoop.it

The decline of free marketing opportunities on social media and search engines, plus the growing rivalry between Facebook and Google, as well as an increased demand for cross-screen ad campaigns are all spurring the programmatic display ad sector, according to ExchangeWire sources. 

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

What exactly is “dynamic creative optimization”?

What exactly is “dynamic creative optimization”? | Behavioral Targeting Baltics | Scoop.it

Just when you had a handle on programmatic, here comes dynamic creative optimization. At the center of dynamic creative is an algorithm, running in the background to follow which combinations work best. It’s a relatively sophisticated process, since the algorithm must correctly hedge bets and predict which combinations will perform in the future.That’s the entry-level functionality. It’s also possible to push the algorithm to account for additional contexts and variables. Time of day and day of week, for example, or the delivery platform, the media supplier and the ad placement — these can be considered as well. For example, particular combinations of creative elements might perform better at certain times of the day; the algorithm will pick up on this.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Programmatic Storytelling: How Programmatic Is Evolving Traditional Branding

Programmatic Storytelling: How Programmatic Is Evolving Traditional Branding | Behavioral Targeting Baltics | Scoop.it
Programmatic doesn't necessarily have to mean direct response. That is not a mistake if you think of real-time media as a whole. Programmatic is actually the intelligent layer built on top of the “dumb” layer that is raw ad impressions. Use Programmatic To Your Own PurposesThe “programmatic promise” is where the magic happens. Think of your beloved Lego bricks from childhood. In that big box is a pile of multi-colored plastic blocks, which don’t inspire the imagination. But when you start putting them together you build worlds, people, houses, and even spaceships! Programmatic is like building those bricks into what you want.
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

2015 to be ‘Year of the Agency’ for Programmatic

2015 to be ‘Year of the Agency’ for Programmatic | Behavioral Targeting Baltics | Scoop.it
Programmatic advertising enables the timely distribution of content, in a growing number of formats (video, native). Rather than speak to broad audiences which limits the specificity of creative, content can now isolate buyer intent with recency. With such specific and measureable campaigns, creative cannot be the versatile stock of yesteryear. As campaigns reach the right person at the right time, the ‘right message’ becomes more important than ever.
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

How to Measure the Success of a Cost-Per-Acquisition Campaign

How to Measure the Success of a Cost-Per-Acquisition Campaign | Behavioral Targeting Baltics | Scoop.it

To know how much you can afford for each new acquisition, you must know what your customers are spending on average. In order to discover how much the average customer is worth, you need to take your total revenue from a certain period (year/quarter/month) and divide it by the number of customers making purchases during that period. This will tell you, on average how much profit you are making with each customer and, thus, what you can be willing to spend to get new ones.

Guntis Stirna's insight:

Graph above shovs recent CPA campaign for a retail client.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Online Ad Overload Begins After Fourth Commercial

Online Ad Overload Begins After Fourth Commercial | Behavioral Targeting Baltics | Scoop.it
A new study, “TV Advertising in an OTT World” from Hub Research says online video viewers can deal with five ads per 30 minutes of viewing. After that, it gets ugly. (Or uglier, to be truthful. Only 36% say they can tolerated one or two ads in a half hour. But that drops to 20% with five or six ads.)
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Adobe, Nielsen to Measure Online Video Reach, Not Engagement

Adobe, Nielsen to Measure Online Video Reach, Not Engagement | Behavioral Targeting Baltics | Scoop.it

Adobe & Nielsen will soon start to measure online video, and online TV. But it's engagement, not reach, that publishers and advertisers need to focus on. Nielsen’s digital measurement products will integrate with Adobe Analytics and Primetime, to to deliver analytics and content metrics. Clients that sign up to the service will be able to measure audiences for online video and TV, as well as games, and audio across all kinds of devices including smartphones, tablets, destops, games consoles and OTT boxes.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

What the future of programmatic buying will entail.

What the future of programmatic buying will entail. | Behavioral Targeting Baltics | Scoop.it

Programmatic buying now accounts for a quarter to a third of online display advertising, and it's on its way to half. In fact, P&G projects it will buy 70 percent of its media this way by year's end. Why? Improved targeting means big advertisers like Kellogg's now pay rates 50 percent lower than five years ago.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

How are publishers getting programmatic wrong?

How are publishers getting programmatic wrong? | Behavioral Targeting Baltics | Scoop.it

Programmatic is here to stay. Here are the common ways publishers are hurting their chances of making it really big. For publishers, having a programmatic sales strategy is no longer a question of whether it’s something they should do but how they should go about it. According to a MagnaGlobal forecast, nearly 90 percent of U.S. advertising will be bought programmatically by 2017, up from about 50 percent this year. But acceptance is only the first step. More hard work lies ahead.Here, then, are four common ways that publishers are holding themselves back if not sabotaging themselves when it comes to growing their programmatic revenue.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

It’s Official: Consumers Are Just Not That Into Retargeted Ads

It’s Official: Consumers Are Just Not That Into Retargeted Ads | Behavioral Targeting Baltics | Scoop.it
Careless retargeting executed by ad tech firms more interested in swelling their bottom lines, as opposed to performing a consumer service, are damaging their advertisers in the eyes of consumers that are becoming increasingly uncomfortable with just how much brands know about their online behaviour, according to research. 
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Research: Video ads best capture attention on smartphones

Research: Video ads best capture attention on smartphones | Behavioral Targeting Baltics | Scoop.it

Mood, content genre and location don't have nearly as much of an influence on how much attention viewers pay to digital video ads as which device users see the ads on, researchers from YuMe and IPG Media Lab found. Smartphones beat out tablets and PCs for the highest attention rate, and the device on which the ad was viewed also positively influenced purchase intent.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Is a man vs. machine battle brewing in programmatic?

Is a man vs. machine battle brewing in programmatic? | Behavioral Targeting Baltics | Scoop.it

Before we hand over media buying entirely to the programmatic robots, let's consider the value of the human touch. Programmatic media buying is here to stay, and for good reason: Automation is effective, efficient and hedges risk for all of the players.Today’s technology allows both buyers and sellers fluid automation to maximize their campaigns at scale without the resources needed in traditional ink-and-paper processes. The buy side can now focus more energy driving ROI for marketers, while the sell side can more readily align its audience with a fresher experience — advertising designed for the end consumer.The assumption, then, is that we owe a huge collective debt of gratitude to the machines that have transformed the industry, allowing us to rely less on pesky, fallible humans. Right?Not exactly.

more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Allstate, IPG Mediabrands and Haworth among first to pilot buying reserved digital TV ads programmatically with TubeMogul and FreeWheel

Allstate, IPG Mediabrands and Haworth among first to pilot buying reserved digital TV ads programmatically with TubeMogul and FreeWheel | Behavioral Targeting Baltics | Scoop.it
Insurance brand Allstate, IPG Mediabrands, and Haworth Marketing & Media are among the first brands to pilot the trading of digital TV ads on a reserved programmatic basis, following a tie-up between Comcast’s video ad server FreeWheel and demand-side platform TubeMogul.
more...
No comment yet.
Scooped by Guntis Stirna
Scoop.it!

Mexican wrestler proves pre-roll ads have almost zero effect.

Mexican wrestler proves pre-roll ads have almost zero effect. | Behavioral Targeting Baltics | Scoop.it
Nielsen has released a report (using a video involving a Mexican wrestler from American brand Jarritos) showing that if you click on a video because you thought it looked interesting, then there’s a high probability that you’ll think positively about the brand that made the clip. But if the ad simply showed up as a 15- or 30-second pre-roll ad before a video you were waiting to watch — that is, you didn’t have any choice but to see it — the ad was only marginally more effective than if you’d watched no ad at all.
more...
No comment yet.