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Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version

Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version | Insidedigital.org | Scoop.it

If you are the least bit involved in the Online Advertising Industry, you’ve likely heard about the new version of Firefox (22) coming this summer that will block 3rd party default cookies. If you are not aware, let me give you a quick run-down:


  • Basically, Firefox 22 will block ad network cookies by default
  • Firefox will have an option that allows you to accept cookies from the sites you previously visited
  • Users of this build of Firefox must directly interact with a site or company for a cookie to be installed on their machine. The patch also provides an additional control setting under the “Privacy” tab in Firefox’s Preferences menu.

Now, at the first of the year when all of this was coming to light, it didn’t seem too much of a big deal because it usually takes Mozilla a long-time to get releases fully in use. Well, that is until this Tweet popped up the other day:

The company has just added the cookie-blocking patch to the “Aurora” version of the browser, according to Stanford grad student Jonathan Mayer, who developed the patch. After testing the feature in Aurora, Mozilla will migrate it to the Beta version, and then will release it in the next version of Firefox — currently slated for release this June.

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Is the strategic planner going to be replaced by the data scientist ?

Is the strategic planner going to be replaced by the data scientist ? | Insidedigital.org | Scoop.it

Why Madison Avenue is becoming more like Wall Street? 

Wall Street banks and trading firms are known for hiring the smartest mathematicians and computer scientists in the world.


These geniuses develop complex algorithms and use the most advanced technologies to quickly make investment decisions based on vast amounts of data. Every day, billions of dollars are traded using predictive analytics that enable a high degree of accuracy and results.


This real-time, analytics-intensive model is now moving beyond high finance: It’s the future of marketing.


The marketing landscape itself has grown incredibly complex, with the rise of social networks, apps, and mobile technologies adding to the number of ways marketers need to consider in their efforts to reach target audiences. These new technologies unlock tremendous opportunities for highly personalized and targeted marketing, while driving the need for more advanced algorithms and the ability to crunch massive amounts of data quickly to deliver the right message to the right person at exactly the right time.


Adding to the complexity, marketers and developers are now looking for ways to market to consumers in physical stores or other places via mobile devices in real time based on their exact locations.


For example, a consumer products company might send a coupon to a consumer’s smartphone or smartwatch as she walks through a certain aisle in a store, based on her behavior during the visit, or a vendor might send a special offer to a traveler as he makes his way through an airport.


We have reached the tipping point in marketing where speed and precision will win out over traditional marketing approaches. Success or failure of marketing campaigns will be measured in milliseconds. Companies that reach the consumer at just the right time and ahead of the competition will win out. At the same time, marketers must crunch ever-increasing amounts of data to make those decisions.

Recent comments by Walmart’s vice president of marketing, as reported by Advertising Age, provide a clear indication of where marketing is headed. At a recent digital marketing conference, this marketing executive noted that digital ad buying has reached a level of complexity that it now needs to be done programmatically using advanced computer algorithms.


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How Hyperlocal Advertising Changes Everything

How Hyperlocal Advertising Changes Everything | Insidedigital.org | Scoop.it
The combination of hyperlocal targeting and programmatic exchanges has opened up a whole new world for advertisers.


One of 2014’s biggest trends is the rise of hyperlocal advertising. Hyperlocal, as it’s called in ad tech circles, allows marketers to use a smartphone’s GPS data to geographically target audiences for the purpose of delivering relevant ads.


When you combine this with the ability to purchase ad impressions individually, through programmatic ad platforms that are powered by real-time bidding, marketers now have a cost-effective way to engage their audiences in a manner that matches ads to the context of their physical location.

How Does Hyperlocal Advertising Work?

When a person uses an app on their smartphone, the app may ask for permission to access the location data of the phone. For check-in or dating apps like Foursquare’s Swarm and Tinder, the app is essentially unusable if you do not accept.


For other apps, like Flixster, which allows you to find movies playing nearby, it’s not crucial to enable location sharing, but, it definitely makes the app more useful.


If an app user accepts this location-sharing request, the app will basically be aware of their GPS coordinates at all times. If the app also happens to be supported by ads, it’s highly likely that these coordinates will be passed along to the ad network or ad exchange that sells the ad space to advertisers.


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A Dangerous Question: Does Internet Advertising Work at All?

A Dangerous Question: Does Internet Advertising Work at All? | Insidedigital.org | Scoop.it
The Internet was supposed to tell us which ads work and which ads don't. But instead it's flooded consumers' brains with reviews, comments, and other digital data that has diluted the power of advertising altogether.


Nineteenth-century retailer John Wanamaker is responsible for perhaps the most repeated line in marketing: "Half the money I spend on advertising is wasted, the trouble is I don't know which half."

Today, marketers are grappling with the Wanamaker Paradox: The more we learn which half of advertising is working, the more we realize we're wasting way more than half.


Perhaps you're nodding your head about now. Most people you know don't click online ads. At least, not on purpose. But now research is getting closer to quantifying exactly how few people click on Internet ads and exactly how ineffective they are. It's not a pretty picture. 


The Problem With Search


Take search ads, which have helped Google become the richest advertising company in the history of the world. Search ads are magic, in a way. Throughout history, most ads have been imprecise branding. You're watching TV or reading the newspaper, and you're interrupted by marketing—Samsung's new thing is shiny; Ford F-something-something can drive through dirt; Blah blah blah GEICO—that has the staying power of a snowflake in an oven. But search catches consumers at the moment they're actually looking for something. It shrinks the famous "purchase funnel" to its final stage and gives us tailored answers when we're asking a specific question.

That's the theory, at least. But a new controlled study on search ads from eBay research labs suggests that companies like Google vastly exaggerate the effectiveness of search.


For example, consider what happens when I look up a brand, like Nike. An ad for Nike.com appears just above an organic link to ...  Nike.com.


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Facebook Advertisers Now Know Which Device You're Using To Buy That

Facebook Advertisers Now Know Which Device You're Using To Buy That | Insidedigital.org | Scoop.it
Facebook has introduced a new "cross-device" reporting system that lets marketers know whether users see their ads on a computer or a phone.


With the new cross-device report, advertisers are now able to see where someone saw an ad, the device they used, and which device was used when they converted," Facebook said in a statement. 


This marketing magic comes about through a tiny piece of code known as a "conversion pixel" that lets Facebook advertisers track users across multiple devices, Mashable reported.


"Tracking click and conversion data deterministically across devices has confirmed what we know to be true: mobile ads drive commerce everywhere," Josh McFarland, CEO of TellApart, a Facebook Preferred Marketing Developer, said in a blog post quoted by Mashable. "This new reporting from Facebook has been a game-changer in our ability to help clients like Neiman Marcus and Sur La Table correctly value and invest in their mobile ads efforts."


The new feature is intended to show marketers where users first see ads; for example, a Facebook user could view an ad through the site's mobile app and then purchase the item hours later on a PC. According to Facebook, 32 percent of consumers who appear interested in mobile ads purchase something on a desktop computer within a month.


Marketers have long been working toward more detailed analytics to target ads to Internet users, and the ability to distinguish between devices marks the next step.


"The ad industry as a whole is moving increasingly towards more sophisticated attribution modeling," Max Kalehoff, SVP of marketing at the digital ad firm SocialCode, as quoted by Mashable. "An advertiser can be much more effective if she has control over the frequency and placement of messaging to individual people using different devices."


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Programmatic Buying Won't Be Complete Until TV Comes on Board

Programmatic Buying Won't Be Complete Until TV Comes on Board | Insidedigital.org | Scoop.it
Programmatic ad buying has made the real-time revolution a reality. But true cross-channel marketing won't be complete until TV joins the mix.


There's no question that cross-channel marketing delivers results. And audience-driven programmatic buying has made cross-channel even more powerful. It turns out that planning, buying and running campaigns across channels, platforms and devices really is a more effective way to reach consumers with the right marketing message at the right time.


But I'm afraid it may be a bit too soon to start patting ourselves on the backs. Because there will be no real cross-channel marketing until TV joins the programmatic mix.


Even as marketers have come to appreciate the advantages of data-driven marketing, the absence of TV inventory on programmatic exchanges has left a huge gap in every so-called "cross-channel" marketing plan. TV still accounts for the lion's share of every marketer's budget, yet where ad planning, buying and reporting are concerned, TV remains set in its increasingly antiquated ways.

It's time for TV to assume its rightful place as the linchpin of cross-channel marketing. The potential for true cross-channel marketing is enormous, but won't be realized without access to inventory from the broadcasters, networks and cable companies. Access will lead to insight, allowing marketers to more accurately measure the performance of campaigns and leverage insights from every channel to optimize them.


The technology is there. The same systems that support the automation of display, video, social and mobile will accommodate the buying and selling of TV inventory. Tools like Deal ID are already helping advertisers recognize and measure the impact of buys across channels. Integration of TV into programmatic requires some legwork on the backend, but the framework is in place.


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6 things every digital marketer needs to know about attribution

6 things every digital marketer needs to know about attribution | Insidedigital.org | Scoop.it

Although attribution modelling isn’t a new concept, in recent months it has been gaining a lot of traction in the world of multichannel digital marketing. However, while most marketers know they probably should be doing it, more than half (54% - Adobe) of all online businesses currently don’t.


With multiple popular attribution models including first click, positional, linear and time decay and countless more to investigate, its understandable that many marketers are still unsure about which model is right for them and how best to implement it.


As a result of limited knowledge, many marketers opt to stick with the familiar last click attribution as a logical choice. But within each model lies great opportunities to really maximise ROI - you just need to know which model is right.


So, if you’re still unsure of the value of attribution modelling or which model is right then here are things six things you need to know:


1.  Attribution modelling tells you what channel is working


With a myriad of digital and social media channels now available, finding a way to reach your target audience has never been easier.

However, unless you keep track of how exactly how each digital channel is performing, what return you are getting and what each channel is contributing in terms of conversion how will you know where to invest your digital marketing budget?


Attribution modelling provides the answer to this challenge; enabling you to analyse and streamline channel performance and prove how much of your allocated spend is actually delivering, and how much is wasted. 

2.  There’s more to attribution than last-click 


With limited knowledge of the pros and cons of each attribution model, it seems like the logical decision for any online business to start by focusing on the last-click model.


While last click certainly has its value in certain scenarios, more often than not it should only be treated as a stepping stone on the road to creating a much more useful, accurate and representative model for your business. Last click is the beginning of the journey, not the end.


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How Domino’s Became A Tech Company

How Domino’s Became A Tech Company | Insidedigital.org | Scoop.it

Chief Marketing Officer Russell Weiner talks about how a commitment to data and transparency not only changed the brands marketing approach, but the whole company. 


Despite being one of the most recognizable brands in America, between 2006 and 2008 Domino's Pizza was in crisis. When current Chief Marketing Officer Russell Weiner arrived in Ann Arbor, Michigan, in October 2008, he inherited a brand with plummeting sales and a less than stellar image thanks in large part to a lackluster product. A month after he joined the company from Pepsi, Domino's stock price hit a record low--$2.83 a share in November 2008. Today, it's up around $72 a share.


What Weiner and agency CP+B did in the intervening years was no less than a complete reinvention. Starting with a very public admission that its pizza sucked, the company undertook a much-discussed revamping of the menu and its ingredients. Just as important, was how the brand got the new product to its customers. Through its pizza tracker and builder tools, the company made online ordering a cornerstone of its business.


And it's an ongoing process. The brand recently launched its newest iPad app, featuring a 3-D pizza builder, joining successful tools and initiatives like Pizza Tracker, Pizza Hero and customer pizza profiles, as the latest example of how the company is using digital utility and user experience as the basis of its marketing efforts.


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Smart Ads For Smartphones: What Really Works? | Mobile Marketing Watch

Smart Ads For Smartphones: What Really Works? | Mobile Marketing Watch | Insidedigital.org | Scoop.it

Consumer brands spent $8.4 billion on mobile advertising in 2013, and that number is expected to quadruple to $36 billion by 2017, according to eMarketer. But do mobile display ads — those tiny banner ads that pop up in your smartphone’s web browser — actually drive results? Recent research conducted at Columbia Business School has found that, despite their size, mobile ads can indeed have a big effect on consumers who are in the market for specific products.


The research studied survey data from nearly 40,000 American consumers about their reactions to mobile digital advertising campaigns.  Over 50 products were represented, from consumer packaged goods and cars to financial services. After viewing an ad for one of these products on a mobile device, participants were asked to complete a survey that assessed their attitude toward and intention of buying the product.


To determine what kind of products are best-served by mobile display ads, each product was classified as either “utilitarian” or “hedonic.” In other words, does the product serve a useful purpose, or is it typically bought just for pleasure?


Products were also classified as being either high or low-involvement. Higher-involvement products are those that people think a lot about before purchasing. For example, people tend to think quite a bit before purchasing a new minivan, but they don’t think too hard before purchasing a low-involvement product, like a toothbrush.


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The 2014 Digital Marketer: Benchmark and Trend Report

The 2014 Digital Marketer: Benchmark and Trend Report | Insidedigital.org | Scoop.it

The 2014 Digital Marketer Report, a free, must-have report for every marketer. This year’s report contains trend information, predictive benchmark data and analytical insight necessary to maximize digital marketing opportunities and return on investment. The 2014 Digital Marketer Report for insight into creating intelligent interactions. Every time.


The marketing game has changed. Countless devices and channels – connected through an always-expanding network that never sleeps – have combined to reshape virtually every facet of the customer experience.


This year’s Digital Marketer Report provides perspective on the evolving landscape while offering insights marketers can use to become cross-channel marketing masterminds poised to win in this new arena.


In addition, the sixth-annual report contains the benchmarks and trends thousands of marketers have come to rely on each year. Download today to get this valuable report, and be one step further down your path to true cross-channel marketing.


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3 Ways to Make Sure Your Digital Ads Are Seen...by the Right Audiences in the Right Places

3 Ways to Make Sure Your Digital Ads Are Seen...by the Right Audiences in the Right Places | Insidedigital.org | Scoop.it

No matter how much time an advertiser, or their agency, spends crafting a digital media plan, there is no guarantee that the ads will be seen by the intended audience in the intended environment. The complex world of online advertising means brands have to work hard to help ensure viewability and brand safety for all of their campaigns.

What are viewability and brand safety?
Viewability tracks how often an ad is seen versus how often it is served. There is not yet a universal standard for measuring viewability in the online space.


Brand safety captures the expectation that an ad is served in an environment that fits the brand’s standards and is free from fraud.

Online ads are unviewable or brand unsafe for two main reasons:


  • The ad was served when the Web page loaded, but it was “below the scroll.” The user never scrolled down to pull the ad into view.
  • The ad was served in an unsafe or fraudulent environment, which may include:
    • Improper content,
    • Fake content meant to inflate ad selling numbers by fraud practitioners,
    • Fake ad loads that are served underneath other ads or content, or off the screen.


Many advertisers are not always aware of how the online advertising space is being operationalized. Standard practice for many agencies is to daisy-chain buys together (hire people, who hire other people, who then hire other people to place a buy).


This happens to the point where the buying and management of ad buys get so far away from the agency talking directly to the clients that there is either a breakdown in communication as to what the standards were in the first place, or there is a lack of accountability.


Which is the bigger problem?


Between viewability and brand safety, the larger problem — by a landslide — is viewability. It impacts 30 percent of campaign impressions on average, according to comScore’s analysis of 1.8 billion impressions measured across leading online advertisers. To continue reading, please click the below link;

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Retail's Next Big Bet: iBeacon and the Promise of Geolocation Technologies

Retail's Next Big Bet: iBeacon and the Promise of Geolocation Technologies | Insidedigital.org | Scoop.it

Advancements in mobile technologies have come a long way in recent years. When geo-location features first emerged on the scene with the introduction of Foursquare, Facebook and Yelp check-ins, industry analysts were skeptical about consumers broadcasting their locations and were uncertain about avenues for monetization. Despite these reservations, mobile geo-location has found a firm foothold in our social lives and has created an industry primed to help bridge digital communications with brick-and-mortar retail.


In December of last year, Apple debuted its iBeacon technology at its flagship store on 5th Avenue in Manhattan to give shoppers the ability to receive customized messages about discounts, products and events available at that specific Apple Store location. And last week Duane Reade, the largest drugstore chain in New York City released the first update to its app for iPhone including the integration of iBeacon for 10-select Duane Reade locations active as of May 1.


“We know our busy, on-the-go customers have so much to take care of when shopping,” said Calvin Peters, Duane Reade’s PR & Digital Communications Manager. “When logging on to the iBeacon, the in-store mode screen gives the user access to the key items a shopper needs when in the store. From there, users will have the choice to use any of these features like browsing store items from the Shop icon and adding them to a shopping list. There’s also a floor map that displays an overhead view of the specific store location, in addition, iBeacon has a product locator will allow a user to search for an item and then plot that item on the in-store map.”


The technology behind iBeacon is quite unique to the retail world. iBeacon is a technology Apple introduced with iOS 7 that uses Bluetooth Low Energy and geo-fencing to provide apps a new level of micro-location awareness, such as trail markers in a park, exhibits in a museum or product displays in stores. The inclusion of this technology to the Duane Reade app adds features such as lock screen notifications when initially approaching a select Duane Reade store location, coupon offers based on historical data and product reviews for timely content at the point-of-decision. iBeacon will initially be available at 10-select Duane Reade stores in Manhattan to test the viability of a further rollout.


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IAB Study: Native Advertising Boasts Benefits for Brands, Risks for Publishers

IAB Study: Native Advertising Boasts Benefits for Brands, Risks for Publishers | Insidedigital.org | Scoop.it

In one of the largest studies of people’s attitudes towards native advertising, 62 percent said that it didn’t help to enhance the reputation of news sites, but it did help brands to be seen on highly trusted media sites.


Native advertising, a form of advertising designed to look similar to “native” media content such as news or feature articles written by journalists, is where it’s at right now. If a marketer isn’t already doing it, he’s trying to figure out how to do it.


The study, “Getting Sponsored Content Right: The Consumer View,” was conducted by the Interactive Advertising Bureau (IAB) and Edelman, the world’s largest privately owned public relations firm. Study managers asked 5,000 nationally represented consumers of online news to comment on the effectiveness of native advertising across three verticals: general news, business news, and entertainment news.


The study was sponsored by TripleLift, described as “a native advertising technology company.”


The study ultimately indicates that — at least right now — media companies carry a far higher risk to their reputation and value perception in allowing native advertising than their brand advertisers. Interestingly, native advertising on business and entertainment news sites was less problematic than on general news sites — most likely a sign that people still know the difference between critical news that shouldn’t be tampered with and “other news” that is largely inconsequential and for entertainment purposes.


A major takeaway from the study was that brands on credible media sites benefit tremendously: 88 percent favorable response on credible sites versus 66 percent on non-credible sites. That’s a 33 percent boost — nothing to shake a stick at, as they say.


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CPG Marketers Are Going Digital With Loyalty Programs

CPG Marketers Are Going Digital With Loyalty Programs | Insidedigital.org | Scoop.it

Not long ago, packaged-goods brands were accused of being slow movers in digital. Now, that reputation is changing as more marketers enlist social media and mobile to link loyalty programs with real-world data.


While big-name brands like Coca-Cola and Kraft invest in building up their own programs, a new crop of smaller marketers—including Post Foods—are piggybacking on data platforms to gain traction for their loyalty initiatives. “We’re not the size of a Kraft or a Mondelez or a P&G,” said Jennifer Brain-Mennes, director of media and public relations, Post Foods. “The resources required to build a CRM database and a loyalty program are pretty high if you don’t have significant scale.”

Post Foods’ Grape-Nuts Fit cereal is betting on mobile advertising targeting health enthusiasts to appeal to a younger demographic than the brand is traditionally known for. The cereal maker is running mobile campaigns—powered by fitness app MapMyFitness and mobile reward platform SessionM—that dole out virtual rewards in exchange for watching videos or clicking on ads. “It’s really a psychographic that we’re trying to reach versus a demographic,” Brain-Mennes said.

The results so far are promising. The video campaign with SessionM is generating a 35 percent clickthrough rate and a 90 percent completion rate. And, a sweepstakes that offers prizes including Lululemon gift cards and Fitbit fitness trackers has attracted 68,000 entries.

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Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever

Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever | Insidedigital.org | Scoop.it
Marketing automation gives us the ability to maximize the ROI of marketing campaigns and personalize the customer experience, but that is only the beginning.


Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and, most important, enhance the overall customer experience throughout the journey.


Generally speaking, marketing automation takes traditionally manual tasks and automates them. Activities such as contact management, list segmentation, lead scoring and nurturing, A/B testing of website pages and offers, email marketing, and performance measurement and reporting can all be done more efficiently through automation.


Marketing automation is a rapidly growing, multibillion-dollar industry, but it is still in the very early stages, with relatively low adoption rates among businesses in every industry. Venture funding, mergers, and acquisitions are fueling innovation and advances in the space, opening up significant opportunities for marketers who integrate automation tools.


Some of the leading marketing automation players include Act-On (@ActOnSoftware), Eloqua (@Eloqua), HubSpot (@HubSpot), Infusionsoft (@Infusionsoft), Marketo (@Marketo), Pardot (@Pardot), SAS (@SASsoftware), and Silverpop (@silverpop). There are others, but these solutions are a good starting point when evaluating potential partners.

Algorithms and Artificial Intelligence

Marketing automation gives organizations the ability to maximize the ROI of marketing campaigns and personalize the customer experience, but that is only the beginning. 


In 1987, Wall Street trader Thomas Peterffy—a self-taught computer programmer—created a machine that hacked into the world's second-largest stock exchange, the NASDAQ. The computer used NASDAQ data to create and execute trades faster than humans on the exchange floor. 


As detailed in Automate This by Christopher Steiner (@steinerwriter), an imprecise mix of past experience and gut instinct determined the actions of human traders at the time. Peterffy's machine instead used computer logic and vast amounts of data to mint money. No human on The Street could match the speed and insight the computer provided. 


The above excerpt is from a new book called "The Marketing Performance Blueprint", for more information about the book please click the below link;

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Ad Impressions Aren’t Enough: Campaigns Need to Drive Action

Ad Impressions Aren’t Enough: Campaigns Need to Drive Action | Insidedigital.org | Scoop.it

As advertisers, too often we are tasked with creating campaigns that simply need to “be seen by as many people as possible.” The success of the creative product is being measured by the amount of impressions garnered, when in reality the amount of impressions often has little to do with the quality of the creative and more to do with the size of a client’s media budget.


It’s time to stop focusing on creating campaigns that drive impressions, and instead push our creative teams to create ideas that encourage action. From Facebook posts to Tumblr sites to TV commercials to billboards — no idea is too small or too large to encourage action and create digital participation.


So why an action over an impression? Let’s examine both.


An impression is something you see — a billboard, a Facebook ad, or a branded logo on a football field. You may just see it for a split second. You probably don’t think twice about it, unless it is very good. You may, even less likely, tell a friend about it — if you did, kudos to the fantastic creative team behind the campaign, but this doesn’t help anyone measure its success. If you give a friend a glowing recommendation about an impression, that recommendation cannot be tracked, and there is no way of controlling the key message you are getting across to your friend—the bit about the brand or product that may be most relevant to her.


And beyond that, how do you share an impression? How do you pass it on? You can’t easily. And that becomes a problem.


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Is iGRP Dumbing Down Digital?

Is iGRP Dumbing Down Digital? | Insidedigital.org | Scoop.it

The concept of gross rating point (GRP) originated from TV advertising and it has long been the accepted standard by marketers. However, with the emergence of digital, consumer behavior is shifting sharply from TV to online video. Hence the birth of the iGRP, which utilizes similar reach and frequency metrics but calculated within the netizens' universe. This methodology gave traditional marketers an easy transition from TV to online TV (OTV), and paved the way for significant online pre-roll investments.


However, many digital marketers, especially direct response and search marketers, have criticized the iGRP as dumbing down digital. The argument against iGRP is based on the fact that we have much more data collected from OTV channels compared to traditional TV advertising. Traditional TV data are heavily focused on demographics, which are based on the limited sample size of people meter data. But with digital, we can judge the on target reach based on behavior data such as click-through rate (CTR), or back-end analytics data like bounce rate and time on site.


With new behavioral datasets, digital marketers see the usage of iGRPs as taking quite a step back in measurement. Especially with the emergence of video demand side platforms (DSP) that can serve pre-rolls based on brand-owned demand management platforms (DMP) . This means I should no longer worry about on target reach, because all pre-rolls served using brand owned DMP data should inherently be the target advertising (TA), whether the pre-roll is served through retargeting based on previous website visits, or served through prospecting possible TA based on similar browsing behaviors.


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Online Video Has Created a New Golden Age of Television: Nielsen

Online Video Has Created a New Golden Age of Television: Nielsen | Insidedigital.org | Scoop.it
Prime time viewing is down, but overall TV viewing is way up. Nielsen looks at the innovations that are changing the way we consume video.


Are we in a new golden age of television? All signs point to yes, says measurement specialist Nielsen, and online video has gotten us there. At the recent Streaming Media East conference in New York City, Nielsen vice president of product leadership David Wong explained recent viewing trends that have shaped our viewing habits.


"Young people no longer use physical media. That's not surprising; everybody is streaming," Wong said. "When we actually take a look at video consumption on computers it's grown, almost doubling when you take a look at all different forms of video consumption. This was even downloaded video, but on computers it's gone up by 162 percent. VCRs disappeared. It's not shocking, but it actually was still being used just 5 years ago. The VCR was still being used, and now it's completely gone."


Personalized and mobile options have taken us away from watching live TV, but we're more than making up for it.


"Despite all of this happening, we are seeing decreases in the amount of live television viewing," Wong explained. "The amount of total video consumption is actually going up, so this is an interesting point which is that a lot of people talk about these days as being the golden age of television, and there's a lot of truth to that because despite the fact that people might not be tuning in during prime time, people are watching more television today than they ever have in the past."


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Don't Miss the Digital Transformation in Luxury Brand Marketing

Don't Miss the Digital Transformation in Luxury Brand Marketing | Insidedigital.org | Scoop.it

Luxury brand marketing traditionally brings to mind glossy fashion spreads in magazines, upmarket events, or celebrity endorsers paid to enhance brand’s desirability factor with their charisma.


The market was long dominated by print, in-store advertising and event marketing but tech-savvy luxury brand consumers are going digital like there’s no tomorrow.


While pure ‘online only’ sales account for 4 percent of the luxury market, according to a study by McKinsey, 20 percent of all luxury sales are now influenced by digital media. At least 70 percent of all luxury goods customers carry a smartphone, opening up new platforms for brands to reach out to them. Over half of all luxury customers use the Internet on their mobiles to carry out product research, hunt for store locations and find the cheapest prices (shhh!) before heading to the showroom.


Luxury brands have taken note of this. The top five spent a combined $22 million on search marketing via Google Adwords in 2013.

Unlike in the past, when an endorsement by Leonardo DiCaprio made Tag Heuer watches the ones to wear, today over 55 percent of all the buzz and desirability around luxury purchases come from a customer’s network of friends and acquaintances on social media.


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Six-year-olds are more digitally savvy than adults, study finds

Six-year-olds are more digitally savvy than adults, study finds | Insidedigital.org | Scoop.it

The average six-year-old is more technologically literate than the average 45-year-old, reports a new study from communication watchdog Ofcom. The annual report, which examines British consumers, was published on Thursday.


The arrival of broadband Internet access in 2000 created an entire generation of kids whose communication is “fundamentally different,” from other older generations, Jane Rumble, Ofcom’s media research head told the Guardian. These kids — ignorant of the days of dial-up — have been able to readily connect to the Web since their inception.

Tech savvy was measured with Ofcom’s “digital quotient” test (DQ test), which does not test basic intelligence but rather awareness and confidence with technology — from gadgets, to the Internet, to smartphone apps. Ofcom tested 2000 adults and 800 children. The Guardian explains the results:

“Among six to seven year olds, who have grown up with YouTube, Spotify music streaming and the BBC iPlayer, the average DQ (digital quotient) score was 98, higher than for those aged between 45 and 49, who scored an average of 96. Digital understanding peaks between 14- and 15-years-old, with a DQ of 113 – and then drops gradually throughout adulthood, before falling rapidly in old age.”

The report found that half of the adults in Britain tested did not know about Snapchat, a messaging app launched in 2011, Google Glass, or Apple’s rumored iWatch. Over half of adults, however, did report that they were knowledgeable about tablets, smartphones and apps. Over half of the children ages 6-15 responded that they knew about smartphone and tablet apps.


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Tablets Challenge PCs as Leading Digital Video Channel

Tablets Challenge PCs as Leading Digital Video Channel | Insidedigital.org | Scoop.it

The US market for tablet usage is maturing, and nearly half the population will use such a device at least monthly in 2014, according to new figures from eMarketer. In 2013, 132.2 million US consumers used a tablet, and that number is expected to grow 11.3% this year to reach 147.2 million. Growth rates will taper off into the low single digits over the next few years, reaching 171.3 million tablet users by 2018, or 52.1% of the population.


Tablets are taking on a more important role in advertising and ecommerce. Many US consumers are replacing their PCs with tablets for activities at home because of their portability (what makes them a “mobile device”), as they can be taken everywhere, always on. In addition, their screen size lends to specific use cases better than other mobile devices.


Tablet video viewing is one of these use cases, and its rapid growth speaks to tablets’ growing influence. In 2014, 113.4 million US tablet users will watch video programming on their devices at least monthly, representing 77.0% of all tablet users. That penetration rate will grow to 87.0% by 2018, according to eMarketer, totaling 149.0 million tablet video viewers, or 70.1% of all digital video viewers. By comparison, the number of video viewers on smartphones will reach 89.0 million in 2014 and is projected to grow to 125.4 million by 2018—a large number, but video viewer penetration among smartphone users won’t surpass 60%.


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5 reasons “search for” is the best call to action for brands

5 reasons “search for” is the best call to action for brands | Insidedigital.org | Scoop.it

The era of ‘buy now’, ‘experience this’ and ‘order yours today’ in above the line advertising is over. With so many media channels for people to choose from and so much competition for attention, these traditional call to actions (CTAs) are becoming less effective – they are too obvious.


Welcome instead to the age where CTAs encourage their audiences to scrutinise and debate. The age where advertising promotes brand interaction instead of product sales. The age of ‘search for us’.

But why should you be driving customers to Google, instead of straight to your website?


1) It’s quicker


Searching for a brand online is much less time consuming and is second nature for most people. They don’t have to type out complicated URLs or phone numbers and it can be done anywhere by anyone with a smartphone. This gives people quicker access to your brand at no cost to them.


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Karen Goldfarb Copywriter's curator insight, August 6, 8:27 AM

Interesting suggestion. Not entirely sure I buy it. Using "search for us" on Google or your favorite search engine instead of the typical calls to action doesn't seem like it gains that much, since you can put in a link, except for the fifth point, that your audience will see more than just your URL. 

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The CMO's Guide to Addressable TV Advertising

The CMO's Guide to Addressable TV Advertising | Insidedigital.org | Scoop.it

It sounds like a marketer's dream: Send a specific TV commercial to an individual household. But it's actually real -- just with plenty of caveats. You've surely heard of addressable advertising, but here's what you need to know.


THE BASICS


Reach: Addressable ads are currently available in up to 42 million households through live TV and video-on-demand. The pool is expected to reach 50 million households by the end of this year.


How it works:Marketers pinpoint their target audiences and create a household profile using data such as income, ethnicity, children in the household and car leases set to expire. They then work with cable operators to determine the number of addressable-enabled households that fit their target and serve commercials to just those homes.


Inventory available:Two minutes per hour of local commercial time in cable programming sold by the pay-TV provider.


Measurement: Nielsen is not the currency. Operators typically use Rentrak or Kantar Media for audience measurement.


Cost: Operators charge a premium because the ads target a specific consumer. The scarcer or more desirable the target -- say, households with income of $300,000 or more -- the higher the premium.


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6 Ways to Connect Online and Offline in Digital Marketing

6 Ways to Connect Online and Offline in Digital Marketing | Insidedigital.org | Scoop.it

Integrating online and offline marketing successfully is the answer to the findings of a study conducted by Intersperience, which revealed that 28% of 1,000 people are leading a life governed by multi-screen behavior. Since the research is done in 2012, these days, it is easier to imagine that more than 39% of individuals aged 18-24 are still faced with a possibly good problem – dividing their attention and intention among several screens and streams, all at once.


As wearables come into play on top of its projected boom in the coming years, brands who want to be on their game must find out how to connect online and offline marketing campaigns in a seamless and digestible way, faster, and better. For those who are still frowning upon these new trends that are undoubtedly here to stay for quite some time, here are some mini projects you and your team may partake:

 

Track Your Trails

Start with what you have. This means auditing all your offline and online marketing efforts in order to see where you really are as of the moment. Don’t throw away your flyers, billboards, and other traditional marketing practices out just yet. These days, harnessing your brand can be tracked with the aid of online channels through URL tags. Though this may take some of your time and patience, URL tags allow you to segment each campaign and see what impacts your sales.



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The six myths of digital marketing measurement

The six myths of digital marketing measurement | Insidedigital.org | Scoop.it

How you measure digital activity radically affects the strategy and effectiveness of what you do. Leonie Gates-Sumner, client director, Millward Brown explains how myths about digital measurement can distort brand strategy. 


There is a phrase: "What gets measured gets done". It’s true in many areas of marketing but in digital the scope for measurement is vast with literally millions of potential data points for every campaign.

The challenge is that with so much potential for measurement, there’s also much more scope to get it wrong. Brands that are wrestling with what and how to link digital measurement to their key KPIs haven’t been helped by the myths that surround this area.

We have identified six myths, all of which can send measurement strategies off track, potentially undermining a brand’s whole digital strategy or at the very least the execution of it.


Myth #1: TV and online video follow the same rules


One of the most common myths is the assumption that online video will follow the same rules as TV, and therefore that a TV ad can just be placed online and will perform in the same way. This ignores the fact that the online environment is very different from TV. The consumer’s frame of mind is goal-oriented and, with a lot more clutter fighting for their attention, their expectations of online content are different.

A strong TV ad will not necessarily make a strong online ad. Brands need to measure both an ad’s creative strength as well as its suitability for the formats and placements in which it will be delivered online.

Myth #2: Just having a presence online is enough to drive brand impact

The digital bandwagon is easy to jump on. However, just having an online presence – be that website, YouTube channel, fan page or advertising presence – does not automatically deliver brand impact.

 If you are aiming for 1m Facebook fans – do you know why? What will you do with them once you have them, and do you know how they feel about your brand?


Having clear objectives and putting in place the right measurement to evaluate success is vital to deliver significant return on your digital investments.

Myth #3: Click-through rates will tell me if my online campaign is a success

Click-through rates and other behavioural metrics can be really useful in understanding engagement with your online activity, and for a direct response campaign they are arguably sufficient indicators of success.


However, many studies show there is no correlation between click through and brand measures. So for any campaign with a brand-building objective, using behavioural metrics without taking into account the brand performance of the content you are sharing can be misleading and leave you open to mis-optimisation.


Brands need a mix of both behavioural and attitudinal measurement together to provide a holistic view of campaign performance.


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5 Tools for Cross-Device Ad Targeting

5 Tools for Cross-Device Ad Targeting | Insidedigital.org | Scoop.it

Ad targeting was relatively straightforward back when consumers relied exclusively on their desktops to consume online content. But as the number of gadgets owned by consumers has increased over time — the average U.S. household now has 5.7 connected devices, including desktops, laptops, tablets, and smartphones — ad targeting has become considerably more complicated.


Advertisers are racing to track consumers as they switch from device to device, and as a result, multiscreen advertising has become the norm. Companies that offer cross-device tracking are in high demand, using hundreds of datapoints to track users all across thousands of apps and the mobile web.


Here are five companies that offer cross-device tracking for advertisers.


1. Tapad: Personalize content across multiple screens.
Tapad is looking to do away with what it calls the “scattershot approach to content delivery” by giving advertisers a better way to target users across multiple screens. The company’s Device Graph Technology uses first-party and third-party data to anonymously identify individual consumers regardless of their locations or devices. The Device Graph is available through a real-time biddable exchange. Tapad also offers advertisers a way to send location-based messaging to consumers across multiple devices.

2. BlueCava: Reach high-value targets on any screen.
BlueCava is a device ID technology firm. The company’s Audience Association Platform enables cross-screen audience management and measurement for brands and agencies. In doing this, BlueCava identifies, syncs, and scores incoming device data. Rather than relying on cookies, BlueCava produces its own “common identifiers,” combined with the user IDs assigned by ad exchanges. It establishes connections between various screens, consumers, and households using a proprietary process. Once these connections are combined with audience segments and activities, BlueCava is able to provide marketers with the information necessary for cross-screen targeting.

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