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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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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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A Primer On The Progression Of Programmatic Media, From Search To TV

A Primer On The Progression Of Programmatic Media, From Search To TV | Insidedigital.org | Scoop.it

There is a non-stop buzz amongst agency media buyers and digital media sellers to espouse the term “programmatic” as the inevitable and enviable future of all media buying. AdExchanger does a nice job of bringing together what digital industry leaders consider to be theright definitions of programmatic, but even those who sell based on this concept do not agree. The buy side loves it when it lowers prices. The sell side likes it when it is an efficient way to maximize yield. The press loves it because it is a new, confusing, and controversial topic.


To the CMOs and non-media folks in marketing that I speak to, that buzz is more noise than music. The concept is confusing, as it is alternatively the best game in town for managing ad prices, but also the direct route to ads appearing in controversial locations. So let’s turn down the volume for a moment, separate the noise from the melody, and play back the simpler notes that resonate with marketing minds.


First, there is a spectrum of programmatic attributes that marketers need to understand:


1)   Pricing. Programmatic pricing, like stock market trading on which the term is based, is typically determined by real-time supply/demand economics. A high value placement at the top of a well-trafficked home page or linked to a popular New York Times video on a Sunday morning should get a high price, and a low value placement like a below-the-fold banner on a personal blog at 3am should get priced low.


2)   Inventory. To oversimplify, ad placements are divided between premium and non-premium. Media owners prefer to keep control of premium placements, for sale and packaging by their direct sales teams. As they have begun to understand exchanges and programmatic platforms, more non-premium and some premium digital placements have found their way into the inventory that can be bought through programmatic marketplaces, primarily display ads. Programmatic video is rising quickly, and is expected to account for over 25% of all web video ad buys by 2014. But premium publishers in TV are nervous about programmatic, and until ABC.com and XfinityTV.com made their recent announcements to support programmatic for digital video, the TV industry had kept this automation at arms length.

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Digital Metrics Delirium: How to Drive the Results That Actually Matter

Digital Metrics Delirium: How to Drive the Results That Actually Matter | Insidedigital.org | Scoop.it

The world demands accountability, so marketers feel compelled to measure everything. But measurement technology is dramatically imperfect. The result is that, more often than not, we measure what's easy to measure instead of what's right to measure.


Digital appears to be the "promised land" because its count-ability gives us the accountability we crave. The truth, however, is that digital leads many marketers to reverse-engineer their goals to fit their metrics. Goals are determined by what we can put a tracking pixel on, rather than by asking what needs to be done to move our businesses forward.


Putting the customer journey at the center of your planning can change this dynamic. It can help you be confident that the results you drive are results that are actually meaningful to your business.

Here are some best practices to help you do this:


1. Map the journeyEffective strategic planning connects the dots between what you're going to do and why you're going to do it. It's the plumbing that sits between goals and tactics.


Your planning should start with mapping out the customer journey in relation to what you are selling. Do customers know you exist? Do you have unique obstacles to overcome? How much of a role does word-of-mouth play? Once you understand the path your customer takes, you will have a clear understanding of the business objectives that will drive long-term revenue growth, brand health and customer advocacy. Once you determine the right business goals, then you can make sure your tactical KPIs (key performance indicators) ladder up to them.


2. The funnel is not dead. There are 38,900 results for "funnel is dead" on Google. It's not. The purchase funnel has evolved because of the proliferation of media channels, the ability to research anything at any time, and the increased weight of social endorsement, but it's not dead by any means. You just need to customize it to meet the needs of your business.


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The Top 7 Online Marketing Trends Dominating 2014

The Top 7 Online Marketing Trends Dominating 2014 | Insidedigital.org | Scoop.it

Late last year, I made some predictions for online marketing in 2014. If you missed that post, you can read it here. Given the clear shift toward inbound marketing methods, I considered how trends in SEO, social media, and content marketing were likely to impact businesses over the coming year.


As we’re around the mid-way point of 2014, I thought it would be useful to evaluate how my predictions fared: what I got right, and what I got….well, wrong.


Following are the seven online marketing predictions I made, and how they compare with what we’re seeing so far this year.


Prediction #1: Content Marketing Will Be Bigger Than Ever


In my original article, I predicted that content marketing – using valuable content to attract customers and clients, and to gain authority and trust – was the way forward for businesses in 2014. Using blog posts, newsletters, social media, videos and other inbound marketing techniques, businesses can build relationships, authority and trust with their audience; and ultimately, increase sales.


Midway through 2014, we’re still seeing budgets shifted away from traditional marketing methods like TV and magazine ads, and towards inbound marketing strategies. However, according to a study by Forrester Research, businesses are struggling with achieving business results through their content marketing strategy. In fact, only 14% of businesses reported that their strategy was ‘very effective’.


Businesses also continue to struggle with measuring the ROI of their content marketing campaigns, making company-wide support for the strategy a particular pain point for online marketers in 2014. Businesses need to continue to find ways to tie their content marketing in with their overall business goals, in order to measure and prove its effectiveness within the wider goals of the organization.


Finally, a lack of education may be at least partly to blame for content marketing not reaching its potential in some organizations.According to Aaron Kahlow, founder of the Online Marketing Institute, lack of trained personnel is a significant roadblock: “There simply aren’t enough trained content marketers to do the leg work. But the imperative for education is here and seen across the board, from entry level to CMO.”


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The Marketing Destination Has Changed As Ad Clicks Pointing Outside Of Facebook Are On The Rise

The Marketing Destination Has Changed As Ad Clicks Pointing Outside Of Facebook Are On The Rise | Insidedigital.org | Scoop.it

The online marketing space is always in flux, and the last two years have seen a significant investment by brands to drive engagement inside many properties, including Facebook and YouTube. This influx of advertising money contributes significantly to the bottom line of these websites, especially Facebook, but marketing spends have a habit of moving around. Recent research from the Jun Group suggests the trend is moving away from engagement inside social networks and back towards brand owned digital properties.


The key findings of the research show that between them, Facebook and YouTube “accounted for a combined 69% of all actions taken after brand campaigns in 2012″, but the corresponding figure for the end of 2013 has seen that engagement drop to 30%. That engagement has to go somewhere and the percentage of brand messages pointing back to the brand’s own property has risen from 28% to 61% in the same period.


Mark Zuckerberg’s social network has been actively pushing brands and marketers to see Facebook as a ‘paid for’ channel during 2014, so this change is not happening in a vacuum.


Part of this can be put down to the maturing nature of social networks. Now the gold rush is over and brands are established players, marketing switches away from gathering likes and followers to directing these users back out of the social network maze towards the home pages and splash landing pages of the brands.


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Is Bad Grammar Killing Your Brand?

Is Bad Grammar Killing Your Brand? | Insidedigital.org | Scoop.it

Everyone who has texted or spent even a tiny amount of time on popular social media sites knows how the internet has seemingly lowered the standards of spelling and grammar across the board. Random typos, acronyms, and memes prevail across platforms – and we are all constantly at the mercy of auto-correct regardless of how carefully we type.


With everyone from your boss to your grandparents using abbreviations such as “u” for “you” and “tmrw” for “tomorrow” and internet terms like lol and btw, it may seem like the internet, texting, and social media are changing the way we use language. And as some may be asking themselves, has the internet killed grammar?


“Internet Speak” And Its Impact On Digital Brand Management


For business owners, advertisers, and marketers, the effect of the internet on grammar and spelling reaches further than many expect. It goes beyond personal communications and being slightly irked at random typos and errors that one may come across while perusing the web; how a brand communicates and connects online is a reflection of the company itself, and that includes using certain types of languages on various social and digital platforms.


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New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions

New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions | Insidedigital.org | Scoop.it

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation consultancy Evolution Road LLC. Based on comScore’s survey data from 163 pharmaceutical studies, these benchmarks show that online direct to consumer (DTC) marketing continues to increase conversion among patients and prospects. Additionally, the study also shows that pharmaceutical online advertising has the highest viewability rates of any industry, and that consumers are increasingly turning to new platforms such as mobile devices to consume health-related content.


“The importance of pharmaceutical branded websites continues to be high. Our research shows that regardless of how condition sufferers get to the site, that visit has a significant influence in those patients seeking treatment,” said John Mangano, vice president for comScore Health Solutions. “Marketers should also take note of what devices consumers are using to engage with health-related content, as visitation to the category via mobile devices has increased by 36 percent in just the past year. Understanding how to reach consumers effectively through fast-emerging platforms such as mobile will help companies create better marketing and content strategies to connect with both prospects and patients alike.”  


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TV is Finally Embracing Digital Ad Technologies

TV is Finally Embracing Digital Ad Technologies | Insidedigital.org | Scoop.it

Digital ad tech is finally making its way into the TV ad market after decades of talk about making TV ads more personal, more automated and smarter. Today, addressable ads on TV are a reality at Cablevision, Dish and DirecTV. Programmatic TV advertising as a long-term strategy is being evaluated by all of the major TV media owners and media agency TV buyers. And audience-based TV ad buying, while nascent, is now being tested by virtually every TV media owner and TV ad buyer.


What's causing the TV industry to finally move to new ways of filling the ad pods tied to their shows? Three reasons: fragmentation, accountability and digital envy. First, audience fragmentation on TV is now quite severe. Nielsen data show that 65% of U.S. TV viewing is now on shows with a rating of under 0.5. Buyers and sellers need techniques to "re-aggregate" those fragmented audiences.


Second, thanks to Wall Street and big data, ad spend is under the accountability microscope at every major consumer marketer, making ROI-based measurements and the elimination of waste in both media and in the media-buying process very high priorities.


And third, now that digital is part of every marketer's communication mix, an appetite has been created for digital-like measurement, optimization and processes in TV ads as well, where the bulk of ad spend still goes for many brands.


What are these new technologies? Aren't addressability, programmatic and audience-based just three different ways of saying the same thing? No. While each share a certain provenance in terms of using data to make ad placement decisions, they are quite different and are likely to have quite separate paths, timeframes and impacts on the TV ad industry.


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PPC Boosts Brand Awareness By Over 6%

PPC Boosts Brand Awareness By Over 6% | Insidedigital.org | Scoop.it

It is clear to see the advantages that paid search brings to direct response campaigns as the results of pre-determined KPIs are easily measurable. Brand awareness campaigns on the other hand, which are typically measured by impressions and clicks, do not represent the number of people who remember your brand after seeing an ad (if they even saw it).


Last month however, Google in partnership with Brand Research Specialists Ipsos MediaCT released results driven from 61 studies performed across 12 different verticals (from auto to retail), which found that search ads lift top-of-mind awareness by an average 6.6 percentage points.


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Facebook to track users' TV habits

Facebook to track users' TV habits | Insidedigital.org | Scoop.it
Beginning this fall, when Facebook users watch a TV show on a cellphone or tablet, Facebook will probably know about it. The social network will scan its databases and send the age and gender of the viewer to Nielsen, the TV ratings measurement company, to help advertisers learn more about the audience watching shows online.


For decades, Nielsen has recruited families to log what they watched at home and report back to Nielsen. Now, Nielsen is expanding beyond the family unit — and beyond the TV set — with help from Facebook and other data aggregators.


The very definition of "watching TV" has been changing fast. People are going from watching "channels" on TV sets in their living rooms to taking in their favorite shows on laptops, smartphones, tablets and, soon, their wristwatches. They're mobile, tuning in from the car, a train, the beach, the classroom or even the grocery store.


The Facebook-Nielsen partnership is part of a stepped-up campaign to get a better glimpse of how people are using computers and mobile devices for their entertainment. It also is intended to bring the art of audience measurement into the digital age.


"The world is shifting radically, and so we had to evolve our measurement so that we could capture all of this fragmented viewing," said Cheryl Idell, a Nielsen executive vice president.

But the notion that users will be unwittingly alerting researchers about their TV habits, however disguised, makes privacy advocates nervous.


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What Works Best For Measuring Marketing Impact? Top-Down, Bottom-Up Or Sideways?

What Works Best For Measuring Marketing Impact? Top-Down, Bottom-Up Or Sideways? | Insidedigital.org | Scoop.it

The discipline of marketing science arose from marketers’ number one need: to know what advertising efforts work. What are the forces that drive sales up or down, and by how much?


To answer these questions, marketers need data. In yesterday’s world of mass media broadcast advertising, aggregated data was all that marketers had to make data-driven decisions.

It was enough for marketing scientists to develop sophisticated econometrics models to fuel an entire discipline known as marketing or media mix modeling (MMM).

Marketing (Or Media) Mix Modeling (MMM)

These models use historical information to analyze the incremental impact of various marketing efforts on sales. They are complicated statistical models aimed at creating a regression-based relationship between the marketing activities and sales results, analyzing the contribution of each piece of the puzzle as a percentage of the total results to determine the effect that channel had.


Illustration of MMM from McKinsey report (PDF) Click to enlarge.


MMM models, which were originally developed in the late 1980s, are still used today — especially by big spenders like consumer packaged goods (CPG) marketers — to deliver powerful high-level insights to the forces that drive sales.


Some of these drivers are media channels that marketers can influence, such as TV advertising; others are completely external and independent, such as weather.


MMM insights are typically used to do strategic scenario planning, set annual budgets and optimize the marketing mix at a high level.


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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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Some Thoughts on Digital Attribution Models

Some Thoughts on Digital Attribution Models | Insidedigital.org | Scoop.it

Digital advertising has a distinct advantage over traditional forms of advertising in that it can monitor the ads to which customers respond, as well as draw direct connections between specific ads and actual purchases. Digital marketing seduces the advertiser who believes in data driven decision making. While digital inherently has a data advantage over other forms of advertising, one of the major problems faced by advertisers today “is the inability to measure data and media across channels to effectively measure ROI and optimize their media mix.”[i] The proliferation of mobile devices and the movement away from the desktop has only made it harder for marketers to accurately attribute purchases (or downloads) to certain ads across multiple screens. Marketers have to now deal with eyeballs shifting from countless devices/mediums (mobile phones, tablets, desktop, TV, radio, print, billboards, etc.) as well as channels (display, email campaigns, paid search, social media, etc.).


Last click attribution, once the norm in digital advertising, appears to be a dying attribution model fraught with weaknesses. In the words of Aggregate Knowledge’s Pascal Bensoussan, “it’s like having a sales guy at the Macy’s store entrance with a big sales display in front of him and attributing every sale in the store to that guy, so that everything you have done up to that point is completely ignored.” Forrester Research shares Bensoussan’s concern: “Traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing mix. Customer Intelligence professionals must adopt a cross-channel attribution model in order to optimize marketing budgets, accurately calculate customer value and acquisition costs, and develop a holistic view of the marketing ecosystem. Failure to embrace this new standard is expensive — firms will be plagued with continued channel conflict and an inefficient marketing budget.”[ii]


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U.S. Cellular reveals true impact of digital media on sales - Case Study

U.S. Cellular reveals true impact of digital media on sales - Case Study | Insidedigital.org | Scoop.it

With 10.6 million cell phone customers and retail stores in 400+ markets, U.S. Cellular needs to reach a lot of people with marketing messages. That's why U.S. Cellular uses many marketing channels -- online, in-store and telesales -- to drive mobile phone activations.


U.S. Cellular was challenged though. They didn’t know how many of their offline sales were driven by their digital marketing. This made it harder to adjust their media mix accordingly and also to forecast sales. To fix that situation, U.S. Cellular and its digital-analytics firm, Cardinal Path, turned to Google Analytics Premium and its integration with BigQuery
Part of Google Cloud Platform, BigQuery allows for highly flexible analysis of large datasets. The U.S. Cellular team used it to integrate and analyze terabytes of data from Google Analytics Premium and other systems. Then they mapped consumer behavior across online and offline marketing channels. Each transaction was attributed to the consumer touchpoints that the buyer had made across various sales channels. 
The result: U.S. Cellular got real insight into digital’s role in their sales. They were surprised to find that they could reclassify nearly half of all their offline activations to online marketing channels.
U.S. Cellular now uses this complete (and fully automatic) analytics framework to really see the consumer journey and forecast sales for each channel. Their team has the data they need to make better business decisions. 
“We’re now in the enviable position of having an accurate view at each stage of our customer journey," says Katie Birmingham, a digital & e-commerce analyst for the company. "The Google Analytics Premium solution not only gives us a business advantage, but helps us shape a great customer experience, and ultimately ties in to our values of industry-leading innovation and world-class customer service.”
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It's Time For Marketers To Attend To The Branding Benefits Of Search

It's Time For Marketers To Attend To The Branding Benefits Of Search | Insidedigital.org | Scoop.it

Google recently released a study that concluded, “Search Ads Lift Brand Awareness.” The study tested brand recall for searchers who had seen the target brand in paid search ads against a control group who had not been exposed to the brand. The study concluded that brand-exposed searchers had a 6.6% increase (80% lift) over the control group.


In Search Engine Land’s writeup, editor Ginny Marvin pointed out that the study only tested the top brand position; it did not determine the degree to which the lift carried through to other, less prominent search ad positions. And, any study that examines brand lift from paid search ads begs the question of the degree to which corresponding brand lift occurs in natural search results — which is where the majority of searcher attention is focused.

Organic Search Study

To add to the ongoing conversation on brand impact in the search results, I will present herein the findings of a Conductor study (disclaimer: I am the Director of Research at Conductor) that analyzed brand impact in the search results. The study, The Branding Value of Search’s Page One, was published in 2012 and could use a refresh, but it can be used directionally as a benchmark against Google’s conclusions.


Conductor’s study showed respondents a brand in several positions around the SERP:

  • Organic results above the fold
  • Organic results below the fold
  • Organic results above the fold and in universal results (shopping, images…)
  • Organic results above the fold and in paid results

After viewing a search results page, respondents were tested on brand awareness, brand recall and purchase consideration.

The study showed:

1. Most Significant Lift Occurs When The Brand Appear Above The Fold AndIn Universal Results

The most significant lift (30%) occurred when the brand appeared above the fold in both natural search results and universal search results. This is likely due to the searcher being exposed to the brand twice in one viewing.


Organic search listings above the fold are where eye-tracking studies have shown the majority of searcher attention is given, and the universal search results provide a space in which the brand is represented visually.

2. Brand Lift Stronger When Appearing Above The Fold Than Below

When the manufacturer brand appeared above the fold of the search results, lift across all brand measurements was between 10%-30%. When the manufacturer brand (Frigidaire) appeared below the fold, brand measurement scores for it were flat or actually declined slightly for brand awareness.


This finding shows that brand recall declines as the position of the target brand in the search results page declines — at least, it does in organic search results.  It is not unreasonable to conclude that a similar decline would have occurred had the Google study tested beyond the first position.


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The six myths of digital marketing measurement

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

The six myths of digital marketing measurement, How you measure digital activity radically affects the strategy and effectiveness of what you do. Leonie Gates-Summer, 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.


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Companies to spend less on cable TV advertising -WSJ

Companies to spend less on cable TV advertising -WSJ | Insidedigital.org | Scoop.it

Advertisers could cut their spending on cable networks by 4 percent as part of a trend that is shifting ad dollars to the Internet, the Wall Street Journal reported.


The newspaper on Friday cited Procter & Gamble, the largest U.S. ad-buyer, and General Motors among the companies scaling back their television advertising.


The Journal cited sources familiar with the situation as saying the amount of advertisingdollars committed to cable networks in this month's advance ad-selling season known as the "upfront" would be 4 percent lower than last year. Analysts and industry executives had previously expected an increase of as much as 5 percent and such a downturn would be the biggest decline since 2009.


The report said Comcast Corp, which owns NBCUniversal, was an exception to the downturn as it increased its ad dollars compared to last year's "upfronts."


While cable networks had been strong in overall television ad business, those owned by media companies such as Time Warner , Walt Disney Co, 21st Century Fox and Viacom Inchave suffered sagging ratings lately.


The cable cutbacks reflect a shift of advertising money to digital media, although the move is relatively small so far, the Journal said.

"Digital has finally begun to take a bite out of national TV budgets," said one media buyer.

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Native Advertising Value Soars as Advertisers Target Growth, Execution

Native Advertising Value Soars as Advertisers Target Growth, Execution | Insidedigital.org | Scoop.it

Native advertising spending among advertisers is expected to triple between 2013 and 2015, with professionals increasingly seeing native strategy as a valuable complement to content marketing, according to new research commissioned by Purch.


According to the study, advertisers use native strategy to achieve many of the same goals as traditional content marketing. Seventy-one percent of advertisers surveyed said branding was a main objective of their native campaigns—sales and conversions were close behind, with 65 percent placing a high priority on that goal.


Overall, the study concluded that as advertisers focus on campaign performance and the growth of their brand through their marketing strategy, they are warming up quickly to native content as well as the programmatic buying of digital ads.


“The takeaway for digital content providers is that to stay ahead of the curve, you must find ways to customize and innovate on both of these offerings to achieve, and exceed, the branding and performance metrics put forth by advertisers,” said Purch Chief Risk Officer Mike Kisseberth.


Among the research’s most significant findings was the way advertisers prefer to incorporate native campaigns. Forty-seven percent prefer to have native content that lives within a hosting site as in-feed sponsored content, similar to how sponsored advertising appears within a Facebook News Feed. For native campaigns that redirect users to an off-site landing page, adoption is much lower—only 28 percent said they were likely to take this approach.


Given the rapid evolution of marketing and advertising on the digital front, most advertisers aren’t concerned that native advertising is not currently enabled on most programmatic platforms. They anticipate that those platforms will adapt their services in the near future. Forty-two percent of advertisers expect those platforms to launch a large-scale adoption of native ad programs within six months, and 79 percent expect those opportunities to come within 12 months.


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Going native: How travel marketers can navigate the new content marketing landscape

Going native: How travel marketers can navigate the new content marketing landscape | Insidedigital.org | Scoop.it

The digital media landscape is completely transforming. Consumers are bombarded with content and the marketer’s quest to be heard among the noise can be an overwhelming challenge.


As a solution, publishers are integrating advertising into media content with native ad units to grab the attention of consumers who are desensitized to standard display advertising online.


Native advertising formats simplify a crowded and desensitized environment and brings various opportunities offering a seamless, disruption-free digital experience with in-stream ads, branded content and more. For consumers, original branded content becomes part of their natural discovery habits.


For brands and ad agencies, new premium positioning is available to attract attention, engagement, and message syndication.


This form of advertising is quickly becoming the ad unit of choice because it provides a fully integrated site experience for deep consumer engagement.


Content marketing, a broader strategy beyond the standard ad format, is centered on storytelling through consumer passion points with the lines between content and advertising slightly blurred.


Native ads are providing an effective new way to drive brand attribute without directly selling and it is content that is meant to be shared socially. 


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How To Do Location-Based Push Marketing Without Going Too Far

How To Do Location-Based Push Marketing Without Going Too Far | Insidedigital.org | Scoop.it

Location-based marketing has been described as “the intersection of people, places, and media.”


This evolving new capability centers around the idea of understanding your customers’ context — such as their current location, their location history and their current or historical beacon proximity — to deliver more relevant, timely content as a result.

Enabled by apps, mobile marketing leaders are using location-based audience segmentation to craft smarter messages to engage their mobile customers and win a greater share of smartphone and tablet screen time.


However, brands must tread carefully. When you collect location data but fail to provide a relevant, valuable experience — and worse, when you cross assumed privacy boundaries — your customers may disable location sharing… or delete the app altogether.


With the continuous evolution of location technology, three key concepts are emerging: presence, history and proximity. Brands can now deliver the perfectly targeted message in the most relevant time and place, and achieve levels of engagement other channels would drool over.

Beacons: Microlocation Brings New Possibilities

With beacon deployments, your brand can detect their customers’ location within a matter of inches. This allows you to understand who’s attending an event, or precisely where someone is within a store. And, according to research we’ve conducted, many consumers are accepting of both location tracking and push messaging — the opt in rates average 62% and 51% respectively. 


Brands can craft specific and engaging real-time experiences for their customers — or, alternatively, use historical location or proximity information to target future campaigns. Knowing precisely which parts of the store someone browses can be the difference between sending a follow-up message about tires or tiaras.


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THE PROGRAMMATIC ADVERTISING REPORT: Mobile, Video, and Real-Time Bidding Will Catapult Programmatic Ad Spend

THE PROGRAMMATIC ADVERTISING REPORT: Mobile, Video, and Real-Time Bidding Will Catapult Programmatic Ad Spend | Insidedigital.org | Scoop.it

Programmatic platforms are on pace to fundamentally reshape the entire digital advertising landscape.


These platforms are automating much of the ad buying and selling process and increasing the accuracy of execution. Programmatic technologies are helping ad buyers find the right audience at the right price at the right time.


Here are some of the key takeaways from the report:


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Read more: http://www.businessinsider.com/the-programmatic-ad-report-2014-7#ixzz37e0CkPtg

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Rejuvenating a Brand Through Social Media

Rejuvenating a Brand Through Social Media | Insidedigital.org | Scoop.it

When Nestlé UK let customers vote via social media for their favorite new flavor of the company’s Kit Kat Chunky chocolate bar, customer engagement increased — and Nestlé developed successful new offerings.


Today’s managers understand the potential of social media engagement for generating business value. With each click, comment, “like” or post, consumers leave vital pieces of information — in effect, virtual footprints — that can be aggregated to generate new insights for brand management and engagement. However, companies often lack the right tools to guide them in this process. Without a framework with which to convert the mass of user-generated content into knowledge, the business value of social media stays hidden in plain sight.


One exception is Nestlé, which has developed a strong capacity to manage its social space and extract useful insights from the voluminous data created via social media. To gain insights into how Nestlé has learned to capture this value, for a year we followed Nestlé UK’s campaign to rejuvenate its Kit Kat chocolate bar brand among 18- to 24-year-olds. By successfully leveraging social media for the Kit Kat brand, Nestlé UK was able to induce positive word of mouth through the development of consumers who serve as brand advocates; increase sales and innovativeness; and generate a higher return on investment.


From these observations and other insights from our research, which also involved an in-depth study of social media use by another Nestlé UK brand, we have derived a four-step framework that we believe will enable companies in any sector to extract valuable information from the vast amount of data that social media engenders.

A Four-Step Framework for Social Media Utilization

After an extensive series of interviews and detailed observations of Facebook fan pages, we found that Nestlé UK followed a four-step utilization framework, which we call the SELI (Scan, Engage, Learn and Internalize) framework, to strengthen its Kit Kat Chunky brand by nurturing a social network. The sequential steps of this framework are documented in the following:Before you begin: Specify the goal or objective. Before applying the framework and engaging with consumers on social networks, senior managers should specify a goal or business objective underlying the conversation with the consumer. In particular, managers need to direct the channel toward achieving a specific marketing or brand goal, such as increasing brand awareness, brand loyalty and engagement, intelligence gathering, or new product development.


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