Randall Rothenberg, actualmente, CEO y Presidente de IAB (Interactive Advertising Bureau), a nivel global, organización comprometida con el desarrollo de la industria del Mercadeo y la Publicidad Digital, con presencia en más de 23 países alrededor del mundo habla sobre el estado de la publicidad digital en Colombia.
En 2007, fue Director Senior de Capital Intelectual de Booz Allen Hamilton, en la cual supervisó las Áreas de Desarrollo de Negocios, Gestión de Conocimientos y Actividades de Liderazgo del Pensamiento. Antes de ingresar a Booz Allen, donde superviso el desarrollo de negocios, gestión del conocimiento y pensó en actividades de liderazgo. Así mismo trabajó en el diario The New York Times, como editor de tecnología y editor de política de la revista dominical, escribió una columna diaria sobre publicidad, y fue reportero de medios y marketing.
Es autor de la obra Where the Suckers Moon: An Advertising Story, una crónica acerca del nacimiento, evolución y muerte de una campaña publicitaria. Obtuvo un título en estudios clásicos de la Universidad de Princeton y en la actualidad reside en la ciudad de Nueva York.
Rothenberg trabajó seis años en el The New York Times, donde fue editor de economía y política. Durante 10 años, fue columnista de marketing y medios para Advertising Age y continuo con esta labor en su blog www.randallrothenberg.com.
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
The Digital Advertising EcoSystem of 2014: 7 Trends, Forecasts, and PredictionsAdClarity
Forty Seven Billion Dollars will be spent on digital media in 2014. Will you be profiting from it? Exploring the trends, forecasts, and prediction of this enormous industry will help you stay ahead of your competitors and get your fair share of the digital advertising pie.
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
The presentation intends to give an overwiew on Mobile marketing Ecosystem and its two main areas Mobile Marketing and Mobile Advertising. A variety of possible Tools is presented along real-life case studies from Europe.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
The history of advertising technology.
How did the first banner look like?
How did the ad tech ecosystem grow so complex over last 20+ years?
Why cookies are used in advertising?
Where is the ad tech industry heading?
This presentation gives a brief overview of the key events in the ad tech industry history that lead us to the point where we are today.
Native Meets Programmatic: What’s In It for Users and AdvertisersSavage Marketing
By Eddie de Guia – PubNative
Over the past years, mobile ad formats have significantly evolved offering innovative ways to reach and engage relevant customers. Native advertising has become the gold standard in mobile while programmatic advertising has become the norm in how we buy and sell digital inventory. As mobile adtech continues to innovate faster than ever, we are looking for the most efficient ways to bridge existing distribution channels. What are the challenges native and programmatic face? How does the future look like for these advertising forms?
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
The Digital Advertising EcoSystem of 2014: 7 Trends, Forecasts, and PredictionsAdClarity
Forty Seven Billion Dollars will be spent on digital media in 2014. Will you be profiting from it? Exploring the trends, forecasts, and prediction of this enormous industry will help you stay ahead of your competitors and get your fair share of the digital advertising pie.
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
The presentation intends to give an overwiew on Mobile marketing Ecosystem and its two main areas Mobile Marketing and Mobile Advertising. A variety of possible Tools is presented along real-life case studies from Europe.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
The history of advertising technology.
How did the first banner look like?
How did the ad tech ecosystem grow so complex over last 20+ years?
Why cookies are used in advertising?
Where is the ad tech industry heading?
This presentation gives a brief overview of the key events in the ad tech industry history that lead us to the point where we are today.
Native Meets Programmatic: What’s In It for Users and AdvertisersSavage Marketing
By Eddie de Guia – PubNative
Over the past years, mobile ad formats have significantly evolved offering innovative ways to reach and engage relevant customers. Native advertising has become the gold standard in mobile while programmatic advertising has become the norm in how we buy and sell digital inventory. As mobile adtech continues to innovate faster than ever, we are looking for the most efficient ways to bridge existing distribution channels. What are the challenges native and programmatic face? How does the future look like for these advertising forms?
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
The Digital Transformation of Yellow Pages Group by YPG CMO, Nicholas Gaudreaumesh group
How does a company with a long-standing “analog” business transform itself into a digital player? Nicolas Gaudreau, Yellow Page Group’s chief marketing officer, provided meshmarketing with the inside story into the strategic and tactics steps and processes that have helped the company’s position itself in the digital world. Nicolas will offer insight for companies evolving their business, highlighting best practices, challenges and what to avoid.
Estudio anua mobile marketing en españa 2016eMarketingHoy
VIII Estudio Anual de Mobile Marketing patrocinado por Adgage y Kwanko y realizado en colaboración con Elogia.
Este reporte permite conocer y comprender el perfil del comprador mCommerce así como identificar qué papel juega el móvil y la tablet como second screen.
El reporte concluye que 21,5 millones de individuos de 16 a 65 años usan móvil en España (94%), la mayoría de
ellos: smartphone.
Se destaca que las APPS más destacadas son WhatsApp y Facebook (smartphones), y Facebook y juegos (tablet).
El reporte destaca que los usuarios desinstalan apps por falta de uso (62%), no eran lo que esperaban de ellas (46%) o porque
ocupaban demasiado espacio (39%) en sus dispositivos.
En España los jóvenes de entre 16 a 30 años se conectan vía smartphone casi una hora más al día (3:28hrs) más que la media de conexión diaria general (2:34 hrs). Sin embargo, el uso en tablet, cae respecto a 2015, situándose en 1:19 hrs. a diario. Las actividades más realizadas son sociales y lúdicas, a diario en smartphone y semanales en tablet.
Benchmarks publicitarios primer trimestre de 2016eMarketingHoy
De qué manera impactan el Ad Blocking, el Tráfico Inválido y la Visibilidad el Delivery de Campaña en el mundo.
La publicidad digital ha experimentado un crecimiento significativo sin indicios de detenerse, pero para que este auge global siga su curso la industria necesita garantizar una entrega de anuncios transparente, lo que significa que los anuncios sean visibles para el consumidor y estén libres de fraude. Después de todo, un anuncio que no puede ser visto no puede generar un impacto.
La infografía apunta a cómo impactan el bloqueo de anuncios, el tráfico inválido y la visibilidad en la entrega de anuncios en todo el mundo, y qué es lo que la industria puede hacer para hacer frente a estos desafíos.
Cortesía comScore http://www.comscore.com/lat/Insights/Data-Mine/comScore-Q1-2016-Advertising-Benchmarks
Eric Tourtel (@ERICTOURTEL), Senior Vice President LATAM
de @TEADSLATAM habla sobre la adaptación de los modelos de medición a las necesidades del mercado y busca responder el interrogante: ¿POR QUÉ ES TAN DIFÍCIL DOMAR LAS MÉTRICAS DE VIDEO?
Carlos Garcia (@Cuentero), Coordinador Editorial Digital Caracol Televisión, habla sobre el crecimiento de las redes sociales en Colombia y cómo 6 de cada 10 colombianos usa alguna red social. Además expone otras cifras de crecimiento en el número de interacciones de los colombianos con el contenido empleando las redes sociales como plataforma principal de difusión.
Las marcas como generadoras de audienciaseMarketingHoy
Carolina Martinez expone sobre cómo la audiencia ha podido compartir el poder de la información y los consumidores
están generando su propio contenido, convirtiéndose de esta manera en medios. Además explica cómo las redes sociales, en junto con la tecnología, han ayudado a que la distribución y el alcance de estos contenidos sea cada vez mayor.
¿Por qué fracasan las estrategias de content marketing?eMarketingHoy
Daniel Salazar (@ContenidosElRey) habla sobre las perspectivas del content marketing en el 2016 y de cómo el 93% de los Marketeros B2B recurren al Content Marketing como estratgia clave y porque su plan es aumentar su budget de 30% a 58% en 2015.
La importancia de la estrategia en content marketingeMarketingHoy
Mónica Bursztyn (@mbursztyn) habla sobre las 3 declaraciones con las que nos engañados acerca de lo que significa
crear una estrategia Marketing de Contenidos, además expone cómo el marketing de contenidos viene a construir una
narrativa que vincula el storytelling con consejos
para mejorar la vida del mercado al quien va
dirigido, la creación de contenidos de valor,
información útil o simplemente contenido con el
fin de entretener.
El content marketing dentro del contexto del mercadeo digitaleMarketingHoy
Juan Carlos Samper (@jcsamperp) comparte su opinión sobre Content Marketing o marketing de contenidos, explicando:
La definición de content marketing
• La historia del content marketing
• El ecosistema del content
• Para que sirve el content marketing?
• Tipos de content marketing
• La evolución del marketing digital
• La realidad del content marketing
• El dilema de las métricas
Análisis regional de la población online en colombia agosto-2015eMarketingHoy
Compartimos reporte realizado por comScore con cifras demográficas de la población online en Colombia y el comportamiento por regiones en términos de engagement a julio de 2015. Entre los datos más relevantes arrojados por la investigación se destaca:
El 60% de la población es menor de 35 años de edad, y más de ¼ está ubicada en la región de Bogotá.
Valle del Cauca y Antioquia son las regiones con mayor engagement por día de uso de internet en Colombia.
El crecimiento en el Engagement en Colombia en 2015 es de 4% liderado por Bogotá
Video para-móviles-2015-perspectiva-global-iabeMarketingHoy
Fuente: http://www.emarketinghoy.com/?p=7184
ESTUDIO DE LA IAB INDICA QUE LOS FORMATOS DE VIDEO DE MAYOR DURACION ESTÁN CAPTURANDO LA ATENCIÓN EN LAS PANTALLAS MÓVILES A NIVEL GLOBAL.
Estudio de usuarios de video móvil en 24 países evidencia que 1 de cada 5 usuarios hace streaming de videos en su Smartphone mientras observa televisión tradicional.
REPORTE COMPLETO: Video para móviles 2015- Perspectiva Global IAB (Versión en inglés solamente)
La mayoría de los encuestados en cada región se encuentra a favor de la publicidad en video móvil personalizada.
Contrario a la opinión popular, las pantallas móviles están siendo utilizadas para hacer streaming de video de larga duración, de acuerdo con el nuevo estudio de comprensión del usuario de video móvil, “Uso del Video Móvil: Una Perspectiva Global”, llevado a cabo en 24 países a nivel global, publicado el día de hoy por la Interactive Advertsing Bureau (IAB).
Treinta y seis porciento del total de personas que respondieron, afirmaron ver videos de 5 minutos o más, diariamente o de manera frecuente desde sus teléfonos móviles. Los usuarios de video móvil en Turquía, Finlandia, China, Rusia y Singapur son, particularmente, usuarios frecuentes de este tipo de videos. Programación incluso de mayor duración, como películas y episodios completos de series de televisión, también son observados por las audiencias de dispositivos móviles, siendo los usuarios Chinos los que más tienden a ver ambos formatos en sus pantallas móviles.
Sin importar la duración del video, un número sustancial de usuarios, declara que su consumo desde smartphones ha incrementado año a año en todos los países participantes en el estudio, con repuntes destacados en países como U.S (50%), Canadá (42%), Nueva Zelanda (42%), Suráfrica
(42%) y el Reino Unido (40%). Esta tendencia también esta impactando la televisión tradicional en todos los ámbitos, con usuarios en China (37%) y Singapur (35%) declarando una alta incidencia en la disminución del consumo de televisión tradicional, debido al incremento de streaming desde el móvil.
A pesar que los usuarios de video móvil todavía ven televisión, el 22% afirma que regularmente lo hace mientras observa videos de forma simultanea en su Smartphone. Esta tendencia al consumo dual de pantallas se evidencia a través de todos los mercados estudiados, con la excepción de Japón.
“La popularidad del video digital en pantallas pequeñas es evidente a nivel global” afirma Anna Bager, Vicepresidente Senior de Video y Mobile de IAB y Gerente General de los Centros de Excelencia de Video Digital y Mobile Marketing de la IAB. “El hecho de que las personas no estén consumiendo pequeños fragmentos de programación, pero si comprometiéndose con contenido de mayor duración desde sus teléfonos, abre las puertas para que las marcas hagan parte de esta impresionante vinculación móvil por parte de los usuarios.
Análisis del sector automotriz colombiano en canales digtaleseMarketingHoy
FUENTE: http://www.emarketinghoy.com/?p=7192
Reporte de comScore indica que en Colombia las propiedades digitales en el sector automotriz cuenta con 2.2 millones de usuarios y un crecimiento del 21% durante el último año en el número total de visitas, sumando 7,2 millones de visitas, siendo los hombres sus usuarios mas frecuentes.
La audiencia online en América Latina creció 5% en el último año y tiene una mayor proporción de jóvenes (15 a 24 años de edad).
7% de la audiencia en América Latina está en Colombia siendo la cuarta audiencia online en América Latina con un crecimiento del 3%.
Colombia tiene un promedio mayor en minutos por visitante online que el promedio global y el promedio diario de visitantes diarios creció 10%.
Social Media es la categoría con el mayor número de minutos en las pantallas de las PC/Laptops de los colombianos.
El alcance total en vídeo online se compara favorablemente con el promedio global y el resto de los países de América Latina.
El consumo desde dispositivos no PC es de 17% en Colombia.
En Colombia, Android está ganando mercado.
Lessons aprendidas en Marketing DigitaleMarketingHoy
Si bien la publicidad evolucionó enormemente con la aparición de las nuevas tecnologías digitales, la finalidad que tiene hoy en día sigue siendo la misma de siempre: obtener sentimientos, emociones, percepciones y acciones que, en última instancia incrementan las ventas y construyen lealtad hacia la marca. Es fundamental encontrar las maneras más eficientes de lograr este objetivo y ser capaz de cuantificar las ganancias en una inversión de marketing. A medida que el marketing digital crece en importancia y sofisticación, se hace cada vez más evidente la necesidad de contar con una guía de principios a seguir para sacarle el mayor provecho a este medio.
Gracias a una global y extensa investigación llevada a cabo por comScore en el área de publicidad digital, hemos identificado las lecciones aprendidas claves que ayudan a explicar el estado actual de la industria, y nos guían hacia un planeamiento destacado, evaluaciones más fuertes y resultados generales mejorados para los compradores y vendedores de medios.
Lecciones aprendidas fundamentales.
1) Los clicks son una métrica incompleta en el mejor de los casos, y engañosa en el peor.
2) La segmentación y la medición en base a las cookies pueden llevar a planear, evaluar y ejecutar la campaña de manera incorrecta.
3) La medición de la visibilidad, la seguridad de la marca, y el tráfico no humano (NHT) puede ofrecer la transparencia tan necesaria en este mundo cada vez más oscuro y pragmático.
4) Los benchmarks de la industria pueden ayudar a los compradores y vendedores de medios a establecer las expectativas de entrega de campaña.
5) La optimización al momento de la entrega de campaña puede tener un impacto considerable en la construcción de la marca y en el retorno sobre la inversión (ROI).
6) A medida que el sector de medios se fragmenta, la medición de campaña y audiencia debe adoptar una visión unificada y de multiplataformas sobre el consumidor.
Reporte comparativo de publicidad digital de anunciantes de marcas de lujoeMarketingHoy
El estudio realizado por Sizmek Research comparó los datos de comportamiento de campañas de 42 anunciantes globales en la categoría de lujo con los índices promedio de todos los mercados verticales desde enero a julio del 2014.
Multichannel Marketing para eCommerce vía @FabioRodriguezeMarketingHoy
¿Cómo aplicar el mercadeo multicanal para su negocio de eCommerce? En esta presentación realizada en el marco del eCommerce Day Bogota del día martes 5 de agosto de 2014, @FabioRodríguez comparte algunas recomendaciones aplicables a múltiples sectores de la economía
Reporte e commerce en Colombia de Comscore y la CCCE presentado Julio 2014eMarketingHoy
A través de la comisión de estadística de la Cámara Colombiana de Comercio Electrónico, se realizó un estudio sobre el consumo y crecimiento del retail, banca online y turismo, por segmento etáreo y perfil demográfico; esta información corresponde a los 20 sitios top de la categoría retail más visitad
Conquistando Audiencias en el nuevo entorno multipantallaseMarketingHoy
Laura Camacho Mackenzie es la Gerente General de Google en Colombia, Centro América y Caribe. habla sobre temas varios como el mercadeo de contenidos y el nivel de atención prestados por los consumidores a cada tipo de medio.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
7. IAB Invented the Modern
Digital Ad Industry
7
IAB UK launched
first international
IAB
First XMOS
Study
IAB Universal Ad
Package Updated
IAB MIXX Awards
Celebrate Digital
Creativity
Video Ad Creative
Guidelines
Published
Digital Video
Measurement
Guidelines
Released
First Industry
Ts and Cs
IAB Long Tail
Alliance Formed
Video Ad Serving
Template
Released
First Internet
Ad Revenue
Report
First Universal Ad
Standard Portfolio
Released
IAB Defines the
“Impression”
First IAB Privacy
Guidelines Issued
Impression
Measurement
Standards
Released
IAB
Launches
Training
Program
Public Policy
Office Opened
IAB Publishes
Mobile Buyers
Guide
Privacy Matters, first
Ever Consumer Privacy
Campaign Released
Ad Ops Council
releases QAG
Creation of
MMCOE (Mobile
Marketing Center
of Excellence
MRAID, or
“Mobile Rich
Media Ad
Interface
Definitions” is
released
3MS initiative
launch
First Digital
Media Sales
Certificant
Creation
of Ad
Technology
Council
Quarterly Revenue Growth Trends, in Billions 1996–2012
1996 1997 1998 2000 2001 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
IAB Rising
Stars
launch
IAB Oversees
Digital Content
NewFronts
SafeFrame
Release
9. Members Are Leaders
IAB Committees and Councils are comprised of some of the brightest minds in
their space, and help drive the industry forward by developing standards,
guidelines, best practices, whitepapers, buyer’s guides, and other services
• Audio Committee
• B2B Committee
• Digital Video Committee
• Games Committee
• Interactive Television Committee
• Local Committee
• Mobile Advertising Committee
• Networks and Exchanges Committee
• Performance Committee
• Social Media Committee
• Tablet Committee
Committees
• Ad Ops Council
• Ad Technology Council
• CFO Council
• Data Council
• Legal Affairs Council
• Multicultural Council
• Public Policy Council
• Research Council
• Sales Executive Council
Councils
9
11. Colombia: Enormous Digital
Growth Potential
11
Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013;
Fuente: EGM 2 Ola 2013; Flurry Analytics, Jan 2012-Jan 2013, countries with at least 500,00 active devices Jan 2012
• 25mm total unique internet users
• 70% of the population connected to
the internet in past three months
• 43% Colombian users are 15-24
years old vs. LatAm average 32%
• 89% connected to the internet at
home
• 68% recall seeing online advertising
and can name various formats
• Colombians lag Latin America in
online time spent (17.2 hours
average vs. 24.6 hours average)
12. Colombia: A Growing Mobile
Powerhouse
12
• Fourth largest mobile market in
LatAm: 24mm unique subs
• Will move into “fast grower”
mobile broadband segment by
late 2015
• Highest 3G coverage in LatAm –
96%
• The fastest growing global
smartphone market: devices
grew 278% in 2013
• 91% of mobile users access
internet via their phones
Sources: IAB Colombia Study, IAB Colombia, November 2013; Futoro Digital Colombia, Comscore, Aug 2013;
Fuente: EGM 2 Ola 2013; GSMA, Mobile Economy Latin America 2013
13. Digital Is Now the U.S.’s
Second Largest Ad Medium
13
Broadcast Television *
Internet
Cable Television **
Magazines ***
Newspaper
Radio
Out of Home
Video Games
Cinema $700.0
$800.0
$7,500.0
$16,100.0
$19,400.0
$22,800.0
$32,500.0
$36,600.0
$39,6
Advertising spend† of key media in 2012 (in Billions)
† The total U.S. advertising market includes other segments not
charted here.
* Broadcast Television includes Network, Syndicated and Spot
television advertising revenue.
** Cable Television includes National Cable Networks and Local
Cable television advertising revenue.
*** Magazine includes Consumer and Trade magazines.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
14. ‹Nº›
MMA & IAB Overview
Digital Advertising: Growing 13x
Faster Than U.S. Economy
14
CAGR*:
19.7%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
$36,570.0
$31,735.0
$26,041.0
$22,661.0
$23,448.0
$21,206.0
$16,879.0
$12,542.0
$9,626.0
$7,267.0
• Digital
advertising
grew 15.2% in
2012
• 2012 annual
revenues
increased on a
year-over-year
percentage and
dollar basis.
• The 19.7%
CAGR* has far
outpaced U.S.
real GDP
growth of
1.5%** over the
same 10-year
period.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
15. ‹Nº›
MMA & IAB Overview
Internet Ad Growth Outpaced All
Media Over Past 8 Years
15
$0
$12,500
$25,000
$37,500
$50,000
2005 2006 2007 2008 2009 2010 2011 2012
Broadcast Television * Internet Cable Television **
Newspaper Radio
Advertising revenue market share by media, 2005-2012 ($ billions)
• Two forms of media have
positive compound annual
growth rates (CAGR)
between 2005 through 2011:
Cable Television at 4.6% and
Internet at 16.5%.
• In every year since 2005, the
annual growth rates of
Internet advertising have
exceeded those of other
advertising media.
• Internet advertising has
experienced double-digit
annual growth in every year
except 2009; no other media
has experienced double-
digit growth in any year.
*Broadcast Television includes Network, Syndicated and Spot television advertising revenue.
**Cable Television includes National Cable Networks and Local Cable television advertising revenue.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
18. IAB 201418
Fraudulent Traffic Has Reached Crisis
Proportions
• At least 22% of digital display advertising traffic worldwide is driven by
bots*
• Estimated $6-10 billion is lost to advertising fraud alone each year.*
• Bot Traffic on pace to waste $9.5 Billion in 2013 on advertising***
*Source: Adometry, October 20, 2010, Internet Retailer, January 26, 20133
**Source: InfoSecurity, February 15, 2012
***Solve Media’s quarterly Bot Traffic Market Advisory update, Q2 2013 (based on 230M human verifications across 6500 publishers)
13% of US
homes and up to
9% of
workplaces are
infected with
bots**
19. IAB 2014
Consistent methodology across media
Real-time measures for optimization
Ability to understand competitive landscape
Integration with proprietary platforms/process
Ability to use as currency for buying/selling
Availability in key international markets 23
47
59
69
69
73
10
20
21
28
37
32
Very critical Extremely critical Total
13%
41%
32%
Total
20%
49.3%
2016
2013
19
Source: 2013 ANA/Nielsen Integrated Multi-Screen Survey
Multi-Screen
Buys Expected
to Grow
What is the single
biggest issue
regarding multi-screen
advertising that keeps
you up at night?
Measurement!
41%
38%
27%
13%
Base: Total = 212; Client-Side=86; Agencies=55; Media Sellers=67
How critical is each of these to you for integrated
multi-screen measurement?
13%
Brands Require – But Media Lack
– a Common Currency
20. IAB 2014
0%
18%
35%
53%
70%
2005 2006 2007 2008 2009 2010 2011 2012 1H 2013
13%
5% 4% 4% 4% 5% 4% 2% 2%
41%
47%
51%
57% 59%
62%
65% 66% 65%
46% 48%
45%
39% 37%
33% 31% 32% 33%
CPM Performance Hybrid
20
Persistent Pressure on Publisher
Revenues
Source: 1st Half 2013 IAB/PWC Digital Ad Revenue Report!
*Source: AOL / Ad Exchanger 2013!
CPM Data Courtesy of SQAD
CPM Buys Declining
41%
13%
Programmatic Solutions Further
Reduce Ad Revenue*
13%
95
97
100
102
104
January April July October
97.6551
96.844196.749
95.69895.444595.4083
96.498596.429196.5627
97.158797.136
96.220196.211196.294896.470696.568796.553696.5883
Composite 2010 Composite 2011
Composite 2012 Composite 2013
CPMs Flat to Declining
21. IAB 201421
Digital Still Not Considered a
Brand-Building Medium
etail
vices
com
Auto
ucts
avel
oods
care
edia
ment
4%
5%
6%
7%
9%
8%
12%
11%
13%
20%
4%
5%
5%
6%
8%
9%
11%
12%
13%
22%
2011
2012
Internet ad revenues by major industry category*, 2011 vs. 2012
• Retail advertisers, despite
an overall decline, continue
to represent the largest
category of internet ad
spending, accounting for
20% of revenues in 2012,
down from the 22% reported
in FY 2011.
• Automotive advertisers
accounted for 12% of
revenues in 2012, up from
the 11% reported in FY 2011.
• Consumer Packaged Goods
represented 7% in 2012, up
from the 6% reported in FY
2011.
• Pharma/Healthcare
accounted for 6% of
revenue in 2012, up from the
5% reported in FY 2011.
Source: IAB Internet Advertising Revenue Report 2012, produced by PWC
26. Protecting Privacy Through
Self-Regulation
26
Digital Advertising Alliance
IAB in Washington
• Advertising self-regulation
• Online behavioral
• Children’s privacy
• Blogger disclosure rules
• IP piracy
• Political advertising
• Mobile apps and ads
• Global self-regulatory harmonization
and data standards
28. Viewability: The New Currency
for Online Advertising
28
Buyers and Sellers establishing new currency for digital media
based on traditional media criteria
1. Assess Impact of Viewable Impression
2. Establish Digital GRP
3. Create Ad Classification System
4. Define Standards-Setting Structure
Traditional Media GRPs Digital Media Impressions
Brand Metrics
(Reach and Frequency)
30. Rationalizing Programmatic
Buying…
30
!
!
● Confusion over
terminology
● Limited transparency
● Lots of middle men
● Sellers’ strategic
challenges (sales, bus
model, yields)
● Lack of clear technical
standards & guidelines
Significant growth Uncertainty in market
31. …Through Education &
Standards
31
IAB
Market Education
and Clarity
IAB
Solving
Operational
Issues
• Establish market clarity & education on programmatic
!
• Thought-leadership research study to provide an
effective roadmap to “programmatic” capabilities
!
• Identifying and addressing mobile programmatic
issues
• Digital automation – standardize common datasets
for IOs, media plans & invoices
!
• Open RTB - Supports development of OpenRTB
specs
!
• QA Guidelines reflect programmatic disclosures
32. IAB Digital Media Sales
Certification
32
A client wants to serve different creative to consumers based on their
exposure to the digital advertising campaign. Which of the following
solutions should be recommended?!
A) Connected TV
B) Keyword Targeting
C) Sequential Messaging
D) Demographic Targeting
Sample question
36. Source: IAB Rising Stars Research with IPG MediaLab, Feb. 2012
Rising
Stars
vs
Standard
IAB
Units
Universal
Interac4on
Time*
0.00
4.00
8.00
12.00
16.00
Rising
Stars Standard
7.8854
15.845
36
200% More
Interaction for
Rising Stars
*Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active
(not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or 60 seconds, whichever happens
first.
Users Spend 2x More Time With Rising
Stars Ads
40. Creative:
Mobile Rising Stars: Driving Adoption Mobile Ad Creators’ Guide Tablet Ad Sizes
Promote Multi-Screen Advertising
IAB Mobile Center Agenda
Measurement:
Mobile and Cross-Media Audience Measurement Town Hall Mobile Engagement Metrics Definitions
Public Policy/ Regulation:
Self-Regulatory Program Lobbying DC Fly-In Event
Operations:
Mobile Discrepancies Industry Round Table Future of the Cookie/Identifiers Driving MRAID Adoption
Education and Evangelization
Mobile Cross-Media Ad
Effectiveness Research
Mobile Video
Agency Day
Mobile and Industry
Verticals (fast food,
financial, CPT, auto, etc.)
Local Search White
Paper
40
41. IAB International Membership
Program
• Participate in our 20 Committees and Councils!
!
• Help establish critical technical standards and operating best practices!
!
• Bring IAB Sales Certification training and accreditation to your markets!
!
• Partner on market-making research and thought-leadership publishing!
!
• Market your successes through the new, curated IAB Global Website
and App!
!
• Assert leadership through an enlarged IAB International Steering
Committee!
!
• Build your events businesses with programming and support from the
IAB Events team
These Benefits
Are Free for !
IABs & Your
Most Involved
Members
42. 42
1. Adopt the IAB Viewability Standard
Five First Steps for You
2. Adopt IAB Rising Stars ad formats
3. Protect consumers with privacy self-regulation
4. Take the IAB Digital Certification Exam
5. Join & create best practices with IAB International