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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 | |

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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The Top 7 Online Marketing Trends Dominating 2014

The Top 7 Online Marketing Trends Dominating 2014 | |

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 | |

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? | |

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 | |

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 | |

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% | |

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 | |
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? | |

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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Twitter Analytics Could Turn Us Into Engagement Addicts

Twitter Analytics Could Turn Us Into Engagement Addicts | |

I’m impressed by the new Twitter analytics dashboard but I’m also a little concerned about what it might do to the way we tweet.

Among various charts and graphs, the dashboard – currently available to verified, and some unverified, users – gives a presumably accurate count for how many people have seen your tweets. Meanwhile, an ‘Engagement’ figure for each tweet counts clickthroughs to profile pages, clicks on hashtags, retweets, replies, link clicks and the like.

This is incredibly powerful data for social media marketers, but could we be spoiled by it as individual users?

I’ve bookmarked my analytics page and will no doubt check it regularly to see how I’m ‘performing’ but it’s data I might be better not knowing. I can imagine a near future where a lot of the human touch of Twitter is stripped away as users regularly check their stats, seeing what tweets are most popular and tweaking their ‘strategy’ to get more ‘engagement’ and reach a wider audience.

Imagine the ‘and-you’ll-never-believe-what-happened-next-ization’ that has affected online publications in recent times spreading to stats-hungry individuals. “I’ve just eaten a sandwich” replaced by “I’ve just eaten a #sandwich. Here’s a picture of it. Tell me about your favorite sandwich!”

Think that scenario’s unlikely? I’ve already seen people share their total monthly tweet impression counts. It’s like video games – who doesn’t want to get a higher score? Sure, we’ve had retweet and Favorite counts for some time (and some people’s tweets are definitely influenced by those), but the new analytics take data about our personal Twitter accounts to a whole new level. Even if we don’t deliberately change the way we tweet, subconciously it could be a different story.

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Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets

Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets | |

Online video is growing faster than most other advertising formats and mediums.

  • Video ad revenue will increase at a three-year compound annual growth rte (CAGR) of 19.5% through 2016, according to our estimates. 
  • That's faster than any other medium other than mobile. And much faster than traditional online display advertising, which will only grow at a 3% annual rate. 

Here are some of the key trends we explore in the report:

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Bing Ads Are Growing Nicely, But Microsoft Is Still Living In Google's World

Bing Ads Are Growing Nicely, But Microsoft Is Still Living In Google's World | |

With Google continuing to dominate spending on search advertising, Microsoft’s Bing Ads have had to struggle to get table scraps from advertisers. But the software company keeps plugging away, and with the close of Microsoft’s fiscal year on June 30, the ad group has decided to trot out some good news and plans for the 2015 fiscal year.

In a post that will go up Wednesday morning on the Bing Ads blog,David Pann, general manager for Microsoft’s Search Network, says clicks on Bing ads are up 30% from a year ago, and mobile ad clicks jumped 133%. We don’t know from what base, but it’s a healthy rise nonetheless.

That improvement is the result of adding more than 100 new features, such as call extensions that make it easy to direct people who view an ad to click on a phone number, as well as new ad formats, such as product ads in the U.S., a format that has been a big winner for Google. And Bing Ads has expanded to 35 countries, including Hong Kong and Taiwan last winter.

Also, just a few days ago, Microsoft doubled the number of search keywords that can be managed in Bing Ads, to 100,000, and promised 1 million keywords by year-end. In coming months, Pann also said, Bing Ads will offer advertisers ad performance reports in under a half-hour, down from up to four hours. (Lots more details at SearchEngineLand.)

Finally, Pann said the company has seen double-digit revenue-per-search growth in the past year, and that Microsoft remains “200% committed” to its search partnership with Yahoo. It’s not clear if the growth is good news or merely tepid news, but Pann might have been more convincing about the Yahoo partnership, which has been fraying for a long time, if he had used less fuzzy math.

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What is a Data Management Platform, or DMP?

What is a Data Management Platform, or DMP? | |

Data now informs almost all aspects of digital media, and data management platforms have emerged to help marketers, publishers and other businesses make sense of it all. Here’s a primer — in as plain English as possible — on what DMPs are, and what they actually do:

What is a data management platform ?
In simple terms, a data management platform is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.

This sounds like a database. Is it more?
In theory, DMPs can be used to house and manage any form of information, but for marketers, they’re most often used to manage cookie IDs and to generate audience segments, which are subsequently used to target specific users with online ads. With the rise of ad tech, advertisers now buy media across a huge range of different sites and through various middlemen, including DSPs, ad networks and exchanges. DMPs can help tie all that activity and resulting campaign and audience data together in one, centralized location and use it to help optimize future media buys and ad creative. It’s all about better understanding customer information.

Got it. But this sounds a lot like what a DSP does.
A DMP is used to store and analyze data, while a DSP is used to actually buy advertising based on that information. Information is fed from a marketer’s DMP to its DSP to help inform ad buying decisions, but without being linked to another technology, a DMP can’t actually do much. On the publisher side, DMPs can also be linked to supply-side platforms and other technologies that can help them sell their ads for more. In those cases, the DMP is storing publisher information on its readers.

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U.S. Adults Spend 11 Hours Per Day With Digital Media [CHART]

U.S. Adults Spend 11 Hours Per Day With Digital Media [CHART] | |

Here's a stat we've heard over and over: 58% of American adults own smartphones. Pair that with the fact that digital culture permeates almost every aspect of our lives, and we can already assume the average person spends a lot of time with gadgets.

According to a new cross-platform report from Nielsen, our suspicions are confirmed: The average American adult spends 11 hours per day with electronic media. That includes the age-old activities of watching TV and listening to the radio — which, surprisingly, are the top two digital activities in the average American adult's day.

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The six myths of digital marketing measurement

The six myths of digital marketing measurement | |

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 | |

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 | |

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 | |

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 | |

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 | |

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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Rejuvenating a Brand Through Social Media

Rejuvenating a Brand Through Social Media | |

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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A Guide to Facebook's Advertising Targeting Options

A Guide to Facebook's Advertising Targeting Options | |
Here is a comprehensive guide Facebook's advertising targeting options. Use it to create more well-targeted ads.
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WhitePaper - When Mad Men Meets Flash Boys

WhitePaper - When Mad Men Meets Flash Boys | |

Advertising used to be simple business. My newspaper has a million readers. My TV program has a million viewers. Now let’s negotiate what it’s worth to you Mr. Brand to put your ad in front of my audience. The web made this dynamic a bit more complicated, but early on the process was quite similar. My website gets a million hits per month and now let’s figure out what a banner ad is worth to you. The story got more complicated rather quickly as a bunch of genius coders realized that advertising is actually the perfect domain for technology because tech is capable of bringing way more measurement and accountability than ad buyers had ever seen before. It’s not a coincidence that all of those high flying tech stocks you follow are really advertising companies – think Google, Facebook, Twitter, Yahoo, Baidu. Online advertising is a $100 billion global market, or about 10x larger than it was in the early 2000s. This segment has risen from nowhere to become second only to television advertising but growing much more quickly.

What we find compelling about advertising technology is that it continues to transform in very rapid fashion. The complexity factor took another major leap about five years ago with the rise of something called programmatic buying and real time bidding (RTB). The concept here is that every single website impression creates a live auction. From the time I click my mouse to the time that the web page opens up (a few milliseconds), computers have figured out generally who I am, what I like to browse, what purchases I’ve made online, my gender, etc. This data has been delivered to advertisers and those advertisers have bid for the right to place their ad. The winner of the auction has been selected and the ad is now sitting on my web page. And once again, all of this took place over the span of 10 milliseconds a few billion times in the past hour. The technology used to make all of this happen is very cool stuff – reminiscent of the high frequency trading platforms popularized in Michael Lewis’ new book.

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Walmart Will Buy Media for Suppliers As Digital Scope Grows

Walmart Will Buy Media for Suppliers As Digital Scope Grows | |

ow that digital and social media are reaching what Walmart U.S. Chief Marketing Officer Stephen Quinn calls "critical mass," the retail giant is reshaping its marketing team and changing how it works with suppliers – including buying media for them.

Walmart met recently with around 200 supplier marketing executives in part to discuss the Walmart Exchange, or WMX, which its executives bill as a digital targeting, buying and optimization platform that will bring everything from sales to social-media data to bear on spending plans for Walmart and its suppliers.

"We're going to bring a lot more tools that our vendors can use with Walmart that will make their digital marketing a lot more effective," Mr. Quinn said in an interview. "If you think of a P&G and Samsung, it lets them see that their marketing is actually having an impact at Walmart, and we're able to speed up reporting in real time. It's pretty much a holy grail for us as marketers."

Walmart's growing focus on digital technology and social media, where Mr. Quinn said new Wamart Stores CEO Doug McMillion "is really adding fuel to the fire," has also led the retailer to reshape its marketing team and its roles.

Wanda Young, who was the retailer's chief digital executive, recently had her duties expanded to oversee media too as VP-media and digital marketing, a move to recognize the growing role digital has in steering the entire marketing effort.

She, along with Brian Monahan, VP-marketing at, are helping drive WMX, which she described as "software in beta."

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Mobile Now Exceeds PC: The Biggest Shift Since the Internet Began

Mobile Now Exceeds PC: The Biggest Shift Since the Internet Began | |
Internet usage on mobile now exceeds desktop. The time has come to consider integration of mobile-friendly versions of all mission-critical assets.

If you're still struggling to leverage the website to support goals, you have some catching up to do, as the landscape has recently experienced a tectonic shift.

Mobile Exceeds PC Internet Usage for First Time in History

In early 2014, the landscape in which businesses operate changed forever when Internet usage on mobile devices exceeded PC usage.

It has taken considerable time for businesses and brands to embrace the potential of the Internet. Today, most recognize the Internet as a vital foundation for everything from operations to marketing and sales to logistics, CRM, and customer service.

Still, many businesses and brands struggle to truly leverage the digital landscape to meet the expectations of their customers. Many more will struggle with the migration of audiences (customers) to mobile.

The time has come to seriously consider integration of mobile-friendly versions of all mission-critical assets: applications, data, the website, communications, demos, sales materials, customer service, etc.

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Canadians Are More Mobile-Savvy Than Others Around the World, Says New PayPal Study

Canadians Are More Mobile-Savvy Than Others Around the World, Says New PayPal Study | |

Ahead of a global rebrand, PayPal has launched a study that says “Canadians are ready to embrace mobile.”

According to the study, Canadians are more mobile savvy than others around the world, with the majority (56 percent) having used a mobile device for an online transaction. In comparison, less than half of Americans do the same. One in four Canadians is looking for an easier way to pay from their mobile device.

If everyone could accept online or mobile payments, nearly half of Canadians (48 percent) would use their mobile more often to pay for everything from fresh produce to handmade goodies at their farmer’s markets or local stores.

Moreover, when it comes to shopping online, similar to people around the world, one-third of Canadians are frustrated with having to enter payment details or remember multiple pins and passwords. If a site requires a customer to sign up or register before making a purchase, they’re apt to lose more than half of prospective sales in Italy (52 percent), Canada(51 percent) and Spain (50 percent).

More than half of Canadians (51 percent) are annoyed to find added taxes or hidden charges at the last checkout screen.

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