Real time bidding is devaluing media and taking revenue away from premium web publishers. First party data and real-time ad decisions can get that value back.
This document summarizes Joel Rubinson's presentation on the future of consumer insights. Some key points:
- Research needs to shift from discrete projects to providing a continuous flow of insights and move from validating findings to shaping thinking.
- New technologies and data sources are changing the landscape of consumer insights, like social media and behavioral data.
- Research must understand consumers as social beings influenced by emotion and focus on brand experiences rather than surveys.
- A "research transformation" is needed to make research more visionary, impactful, and inspire organizations with insights.
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...IAB Canada
The document discusses how the media landscape is shifting towards content marketing, social media, influencer marketing and amplification. It describes gShift, a company that helps marketers create smarter content and enhance content discoverability in search and social through proprietary analytics. gShift collects data on content engagement across platforms to provide insights for content marketing strategies.
The document discusses key differences between traditional and digital marketing mental models. It notes that the digital landscape features pull communication rather than push, interactivity instead of broadcasting, real-time response, one-to-one communication, many-to-many engagement through social media, and an earned and owned media ecosystem without time-space boundaries. Marketers are encouraged to think of digital marketing as having these characteristics rather than following traditional broadcast, one-to-many, paid-only approaches.
Advertisers have deployed technology and relied on new industry standards to reduce wasted ad spend due to fraud and low viewability. But have those actually worked to drive up RoAS (return on ad spend)? Research data suggests that there are still high amounts of ad fraud that remains to be cleaned up and that the fake traffic, impressions, and clicks further corrupt the analytics that advertisers use to measure the success of their campaigns. Hear practical recommendations from Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, on how to measure and mitigate ad fraud using high tech tools and low tech techniques.
Patrick Dolan (Speaker) President & COO, IAB
In February the IAB released its second annual “IAB 250 Direct Brands to Watch” report identifying the top direct-to-consumer brands that are disrupting their industries and driving positive change in the U.S. consumer economy. This session will provide a deep dive into the report’s findings including emerging trends in marketing, advertising and data usage as well as ways traditional brands can leverage new techniques to drive growth.
1) The document discusses trends in digital advertising and content marketing that are putting pressure on brands to scale up their content production, such as the growth of mobile usage and the Facebook/Google duopoly.
2) It then presents a framework for scaling content production through establishing a consistent visual identity, implementing rapid ideation processes, and developing scalable production models either using owned internal resources or distributed external networks.
3) Examples are given of how brands like L'Oreal and Marriott have successfully used this framework to produce large volumes of customized visual content across different platforms.
This document summarizes Joel Rubinson's presentation on the future of consumer insights. Some key points:
- Research needs to shift from discrete projects to providing a continuous flow of insights and move from validating findings to shaping thinking.
- New technologies and data sources are changing the landscape of consumer insights, like social media and behavioral data.
- Research must understand consumers as social beings influenced by emotion and focus on brand experiences rather than surveys.
- A "research transformation" is needed to make research more visionary, impactful, and inspire organizations with insights.
Growth Hacking Mobile Apps: 3 Critical Growth Tactics Urban Airship
So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.
The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.
AND IT IS NOT JUST STARTUPS
The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...IAB Canada
The document discusses how the media landscape is shifting towards content marketing, social media, influencer marketing and amplification. It describes gShift, a company that helps marketers create smarter content and enhance content discoverability in search and social through proprietary analytics. gShift collects data on content engagement across platforms to provide insights for content marketing strategies.
The document discusses key differences between traditional and digital marketing mental models. It notes that the digital landscape features pull communication rather than push, interactivity instead of broadcasting, real-time response, one-to-one communication, many-to-many engagement through social media, and an earned and owned media ecosystem without time-space boundaries. Marketers are encouraged to think of digital marketing as having these characteristics rather than following traditional broadcast, one-to-many, paid-only approaches.
Advertisers have deployed technology and relied on new industry standards to reduce wasted ad spend due to fraud and low viewability. But have those actually worked to drive up RoAS (return on ad spend)? Research data suggests that there are still high amounts of ad fraud that remains to be cleaned up and that the fake traffic, impressions, and clicks further corrupt the analytics that advertisers use to measure the success of their campaigns. Hear practical recommendations from Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, on how to measure and mitigate ad fraud using high tech tools and low tech techniques.
Patrick Dolan (Speaker) President & COO, IAB
In February the IAB released its second annual “IAB 250 Direct Brands to Watch” report identifying the top direct-to-consumer brands that are disrupting their industries and driving positive change in the U.S. consumer economy. This session will provide a deep dive into the report’s findings including emerging trends in marketing, advertising and data usage as well as ways traditional brands can leverage new techniques to drive growth.
1) The document discusses trends in digital advertising and content marketing that are putting pressure on brands to scale up their content production, such as the growth of mobile usage and the Facebook/Google duopoly.
2) It then presents a framework for scaling content production through establishing a consistent visual identity, implementing rapid ideation processes, and developing scalable production models either using owned internal resources or distributed external networks.
3) Examples are given of how brands like L'Oreal and Marriott have successfully used this framework to produce large volumes of customized visual content across different platforms.
The Business of Digital: Chapter 2 - The Age of Content - The Science Behind ...IAB Canada
This document discusses the science behind native advertising. It summarizes the findings of a neuroscience study conducted by Nielsen and Sharethrough. The study found that native ads are read, not just seen, as they receive direct visual focus on the text. Native ads also influence the brain more than banners by engaging both sides of the brain during processing. Specifically, native ads are uniquely suited to forming and strengthening brand associations in the brain.
Bridging Content and Commerce and What That Means for Brands, Ben Lerer, CEO and Co-founder, Thrillist Media Group presents at 4A's Transformation 2015, Austin, TX.
Data or it didn't happen: Mobile Measurement Essentials #sic2014 #maketoolsJennifer Wong
Mobile technology moves at such a fast pace that advertisers and marketers often don't know what is real and what is just hype. This session will cover the essentials of what mobile marketers need to know to stay ahead of the curve.
reddit secret plan for world dominationMichael Cole
Reddit is a social media platform that has grown rapidly in popularity and influence since its founding in 2006. It now attracts over 70 million unique visitors per month who view the site over 5 billion times and spend an average of 20 minutes per day engaged in its over 5,000 communities. The document promotes Reddit's advertising opportunities, highlighting the high levels of authentic engagement that advertisers can get by connecting directly with Reddit's large, targeted audiences through comments and discussions.
This document discusses internet marketing and real estate. It provides statistics on internet usage and how people use the internet to research purchases. It emphasizes the importance of having a website and using social media, blogs, and online marketing strategies for real estate businesses to build their brand, engage customers, and acquire new customers. The document highlights trends for 2017 including live platforms, virtual/3D listings, and hyper-targeted ads. It encourages combining personal and digital marketing for real estate.
BuzzNumbers @ Accelerating Asia Summit (Singapore Dec 2010)Nick Court
BuzzNumbers is a social media monitoring software that helps companies make sense of online conversations about their brands, products, customers, and competitors. It analyzes social media data to provide market intelligence, consumer insights, and information on customer service issues. BuzzNumbers identifies the most active users and websites discussing certain topics, and uses patented geographic identification technology to map where online conversations are taking place. The tool aims to help companies with brand reputation management, customer service, sales leads, and media monitoring.
5th ITI Digital Marketing Day
By: Ramy magdy - Heba Mohamed
#DMDay5
Facebook ads are purchased on an auction basis, where advertisers are charged based on either clicks, impressions or actions.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
eMarketer Webinar: Worldwide Ad Spending Trends—Follow the MoneyeMarketer
Ad spending is shifting to digital, in the US and around the world, as marketers follow eyeballs to desktop, laptop and mobile screens. Topics in this webinar include: How are consumers spending time with media and devices? How do US ad spending trends compare with international markets? What kind of growth is expected for mobile, social and video? How has the “programmatic shift” affected the ad spending landscape?
Overcoming the Challenges of Mobile AttributionInvoca
This document discusses the challenges of mobile attribution in marketing. It notes that 90% of consumers use multiple devices and marketing has largely moved to mobile platforms. However, attribution tools have not fully accounted for mobile interactions like phone calls that are important sources of leads and sales. The document proposes using call tracking data to improve attribution of interactions across channels to identify the most effective paid search keywords, emails, pages, and other campaigns that are driving calls and conversions. It provides examples of how leveraging call data in this way helped optimize campaigns and improve call response rates by over 30% for some companies.
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)DevonThrillist
The document discusses opportunities in digital media and starting a digital media company. It notes that modern tools now make it the best time ever to start a digital company. Key revenue streams for digital publishers are identified as advertising, subscriptions, events, and licensing. However, the document argues there is an untapped opportunity in e-commerce. It describes how Thrillist grew significantly through a commerce model, with 80% of revenue from commerce and 20% from advertising. This allowed Thrillist to achieve over $100 million in annual revenue and have high lifetime user value through their native commerce model. The document encourages pursuing this opportunity to start a successful digital media business.
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
Countr is a new platform that brings together brands, music, news and entertainment for individuals in one place, while also allowing meaningful interactions between brands and enthusiasts. For individuals, Countr connects to Facebook to display recent status updates and preferred content. It identifies what is most important to users and allows them to share opinions for points on topics they care about. For brands, Countr provides insights and data from engaged users to inform marketing recommendations. Interested organizations can become clients or partners by contacting Countr or signing up on their website.
MAU 2018: The Shift to Performance Marketing: Personalization and Partnership...Button
Facebook and Google account for 89% of ad revenue. Prices increased 43% in 2017, while performance has remained under scrutiny. Now more than ever, it’s crucial to learn how Boxed leveraged mobile performance marketing to accelerate and optimize its acquisition strategy. The session will dive into Boxed’s mobile partnerships channel, highlighting user segmentation powered by Button. Attendees will learn how personalized mobile rewards led to smarter targeting, higher average order value, and incremental revenue.
How Successful is Your Mobile Affiliate Channel? PerformanceIN Live Presentat...Button
We now live in a mobile-first world, but the affiliate channel has yet to translate.
That’s according to the CEO and co-founder of industry disruptor Button, Michael Jaconi, who along with Hotels.com’s Sam Richards, will argue that while mobile commerce has grown for consumers, the affiliate industry is missing the boat, with merchants leaving revenue behind and publishers losing out on significant commissions as a result. Check out the talk they gave at PI Live in London in October 2017.
Facebook has become a go-to platform for digital advertising due to its strong targeting capabilities, performance metrics like cost per action, and massive scale. It offers various ad formats like images, video, carousels and stories. While it can deliver awareness, traffic, engagement and conversions, advertisers must have a strategy for targeting, budgeting across platforms, and creative testing to improve results. Attribution and retargeting tools also allow measuring offline sales driven by online ads.
Brandi Johnson is the CEO of Qples, a technology company that provides digital and mobile coupon solutions. The document discusses how brands can use coupons not just to drive sales but also to gather valuable consumer data. It provides an example of a woman named Pam who redeemed a beverage coupon, revealing details about her location, interests, and sharing behavior that helped the brand learn about its customers. The document concludes by explaining that Qples offers a software platform that allows brands to create targeted marketing campaigns using coupons and rich media across social, local and mobile channels.
This document discusses advanced landing page optimization techniques. It discusses how landing pages can be made more relevant and personalized through the use of real-time web technologies like APIs, semantic data, and implicit user information. Rules can be used to deliver highly tailored experiences to users based on what they reveal explicitly and implicitly. When combined with social media integrations, landing pages can amplify advertising campaigns and drive more conversions at a lower cost.
To make IT a best friend, find a champion within IT, align business and IT goals, ensure IT's success by including them in all projects and decisions, act as a filter for non-essential requests, communicate IT's importance, help manage priorities and deadlines, and share credit for joint successes.
The Business of Digital: Chapter 2 - The Age of Content - The Science Behind ...IAB Canada
This document discusses the science behind native advertising. It summarizes the findings of a neuroscience study conducted by Nielsen and Sharethrough. The study found that native ads are read, not just seen, as they receive direct visual focus on the text. Native ads also influence the brain more than banners by engaging both sides of the brain during processing. Specifically, native ads are uniquely suited to forming and strengthening brand associations in the brain.
Bridging Content and Commerce and What That Means for Brands, Ben Lerer, CEO and Co-founder, Thrillist Media Group presents at 4A's Transformation 2015, Austin, TX.
Data or it didn't happen: Mobile Measurement Essentials #sic2014 #maketoolsJennifer Wong
Mobile technology moves at such a fast pace that advertisers and marketers often don't know what is real and what is just hype. This session will cover the essentials of what mobile marketers need to know to stay ahead of the curve.
reddit secret plan for world dominationMichael Cole
Reddit is a social media platform that has grown rapidly in popularity and influence since its founding in 2006. It now attracts over 70 million unique visitors per month who view the site over 5 billion times and spend an average of 20 minutes per day engaged in its over 5,000 communities. The document promotes Reddit's advertising opportunities, highlighting the high levels of authentic engagement that advertisers can get by connecting directly with Reddit's large, targeted audiences through comments and discussions.
This document discusses internet marketing and real estate. It provides statistics on internet usage and how people use the internet to research purchases. It emphasizes the importance of having a website and using social media, blogs, and online marketing strategies for real estate businesses to build their brand, engage customers, and acquire new customers. The document highlights trends for 2017 including live platforms, virtual/3D listings, and hyper-targeted ads. It encourages combining personal and digital marketing for real estate.
BuzzNumbers @ Accelerating Asia Summit (Singapore Dec 2010)Nick Court
BuzzNumbers is a social media monitoring software that helps companies make sense of online conversations about their brands, products, customers, and competitors. It analyzes social media data to provide market intelligence, consumer insights, and information on customer service issues. BuzzNumbers identifies the most active users and websites discussing certain topics, and uses patented geographic identification technology to map where online conversations are taking place. The tool aims to help companies with brand reputation management, customer service, sales leads, and media monitoring.
5th ITI Digital Marketing Day
By: Ramy magdy - Heba Mohamed
#DMDay5
Facebook ads are purchased on an auction basis, where advertisers are charged based on either clicks, impressions or actions.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
eMarketer Webinar: Worldwide Ad Spending Trends—Follow the MoneyeMarketer
Ad spending is shifting to digital, in the US and around the world, as marketers follow eyeballs to desktop, laptop and mobile screens. Topics in this webinar include: How are consumers spending time with media and devices? How do US ad spending trends compare with international markets? What kind of growth is expected for mobile, social and video? How has the “programmatic shift” affected the ad spending landscape?
Overcoming the Challenges of Mobile AttributionInvoca
This document discusses the challenges of mobile attribution in marketing. It notes that 90% of consumers use multiple devices and marketing has largely moved to mobile platforms. However, attribution tools have not fully accounted for mobile interactions like phone calls that are important sources of leads and sales. The document proposes using call tracking data to improve attribution of interactions across channels to identify the most effective paid search keywords, emails, pages, and other campaigns that are driving calls and conversions. It provides examples of how leveraging call data in this way helped optimize campaigns and improve call response rates by over 30% for some companies.
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)DevonThrillist
The document discusses opportunities in digital media and starting a digital media company. It notes that modern tools now make it the best time ever to start a digital company. Key revenue streams for digital publishers are identified as advertising, subscriptions, events, and licensing. However, the document argues there is an untapped opportunity in e-commerce. It describes how Thrillist grew significantly through a commerce model, with 80% of revenue from commerce and 20% from advertising. This allowed Thrillist to achieve over $100 million in annual revenue and have high lifetime user value through their native commerce model. The document encourages pursuing this opportunity to start a successful digital media business.
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
Countr is a new platform that brings together brands, music, news and entertainment for individuals in one place, while also allowing meaningful interactions between brands and enthusiasts. For individuals, Countr connects to Facebook to display recent status updates and preferred content. It identifies what is most important to users and allows them to share opinions for points on topics they care about. For brands, Countr provides insights and data from engaged users to inform marketing recommendations. Interested organizations can become clients or partners by contacting Countr or signing up on their website.
MAU 2018: The Shift to Performance Marketing: Personalization and Partnership...Button
Facebook and Google account for 89% of ad revenue. Prices increased 43% in 2017, while performance has remained under scrutiny. Now more than ever, it’s crucial to learn how Boxed leveraged mobile performance marketing to accelerate and optimize its acquisition strategy. The session will dive into Boxed’s mobile partnerships channel, highlighting user segmentation powered by Button. Attendees will learn how personalized mobile rewards led to smarter targeting, higher average order value, and incremental revenue.
How Successful is Your Mobile Affiliate Channel? PerformanceIN Live Presentat...Button
We now live in a mobile-first world, but the affiliate channel has yet to translate.
That’s according to the CEO and co-founder of industry disruptor Button, Michael Jaconi, who along with Hotels.com’s Sam Richards, will argue that while mobile commerce has grown for consumers, the affiliate industry is missing the boat, with merchants leaving revenue behind and publishers losing out on significant commissions as a result. Check out the talk they gave at PI Live in London in October 2017.
Facebook has become a go-to platform for digital advertising due to its strong targeting capabilities, performance metrics like cost per action, and massive scale. It offers various ad formats like images, video, carousels and stories. While it can deliver awareness, traffic, engagement and conversions, advertisers must have a strategy for targeting, budgeting across platforms, and creative testing to improve results. Attribution and retargeting tools also allow measuring offline sales driven by online ads.
Brandi Johnson is the CEO of Qples, a technology company that provides digital and mobile coupon solutions. The document discusses how brands can use coupons not just to drive sales but also to gather valuable consumer data. It provides an example of a woman named Pam who redeemed a beverage coupon, revealing details about her location, interests, and sharing behavior that helped the brand learn about its customers. The document concludes by explaining that Qples offers a software platform that allows brands to create targeted marketing campaigns using coupons and rich media across social, local and mobile channels.
This document discusses advanced landing page optimization techniques. It discusses how landing pages can be made more relevant and personalized through the use of real-time web technologies like APIs, semantic data, and implicit user information. Rules can be used to deliver highly tailored experiences to users based on what they reveal explicitly and implicitly. When combined with social media integrations, landing pages can amplify advertising campaigns and drive more conversions at a lower cost.
To make IT a best friend, find a champion within IT, align business and IT goals, ensure IT's success by including them in all projects and decisions, act as a filter for non-essential requests, communicate IT's importance, help manage priorities and deadlines, and share credit for joint successes.
This document contains a diagram with numbered elements. The diagram shows 6 boxes arranged in two rows with 3 boxes on the top row and 3 on the bottom. Boxes 1, 3 and 5 are aligned above boxes 2, 4 and 6 respectively.
This document discusses semantic advertising and its applications. It provides examples of how semantic advertising can improve key metrics for advertisers such as click-through rate, cost per click, engagement, and interaction rate. The document also outlines some solutions that semantic advertising applications called "RAMPS" can provide, including delivering relevant content and media, solutions for retailers, performance branding experiences, social marketing, and customer relationship management.
ElephantDB is an open source distributed key-value data store for exporting data from Hadoop batch jobs. It allows for the results of Hadoop batch processing to be easily served to other systems. ElephantDB was created by Nathan Marz at BackType to provide a simple and scalable way to serve the results of Hadoop jobs. It uses a domain concept to partition and version data across servers, and provides clients in Clojure and Python to get data by key from domains.
Publishers are losing out in ad exchanges as Google and other platforms gain more control over inventory and drive prices down. Yieldbot creates a marketplace that allows advertisers to target real-time consumer intent on premium publisher sites, addressing publishers' need to maintain direct relationships with advertisers and monetize content better. By organizing inventory around what advertisers want and being transparent with data, publishers can form a "defense fleet" to compete in the new performance-driven media landscape.
Yieldbot initially used MongoDB for data collection, analytics results, configuration, and more due to its flexibility. However, as data volumes grew, they migrated most uses of MongoDB to other technologies like Redis, S3, ElephantDB, HeroDB, and HBase for better scalability and performance. They now use MongoDB primarily just for task state tracking while leveraging other systems optimized for different workloads.
This document discusses how personalization, user data, and search can be used for behavioral targeting and personalization in search engine marketing. It provides examples of how targeting based on language, source, keyword match type, temporal factors, geo location, and affinities can increase user engagement and conversion rates. Specific examples show lifts in click-through rate, conversion rate, and revenue per visitor from personalizing search results. The document advocates for using data to discover user segments and affinities in order to personalize and target digital marketing efforts.
Presentation of the Semantic Knowledge Graph research paper at the 2016 IEEE 3rd International Conference on Data Science and Advanced Analytics (Montreal, Canada - October 18th, 2016)
Abstract—This paper describes a new kind of knowledge representation and mining system which we are calling the Semantic Knowledge Graph. At its heart, the Semantic Knowledge Graph leverages an inverted index, along with a complementary uninverted index, to represent nodes (terms) and edges (the documents within intersecting postings lists for multiple terms/nodes). This provides a layer of indirection between each pair of nodes and their corresponding edge, enabling edges to materialize dynamically from underlying corpus statistics. As a result, any combination of nodes can have edges to any other nodes materialize and be scored to reveal latent relationships between the nodes. This provides numerous benefits: the knowledge graph can be built automatically from a real-world corpus of data, new nodes - along with their combined edges - can be instantly materialized from any arbitrary combination of preexisting nodes (using set operations), and a full model of the semantic relationships between all entities within a domain can be represented and dynamically traversed using a highly compact representation of the graph. Such a system has widespread applications in areas as diverse as knowledge modeling and reasoning, natural language processing, anomaly detection, data cleansing, semantic search, analytics, data classification, root cause analysis, and recommendations systems. The main contribution of this paper is the introduction of a novel system - the Semantic Knowledge Graph - which is able to dynamically discover and score interesting relationships between any arbitrary combination of entities (words, phrases, or extracted concepts) through dynamically materializing nodes and edges from a compact graphical representation built automatically from a corpus of data representative of a knowledge domain.
AudienceScience uses behavioral data and a proprietary platform to create targetable audience segments for advertisers and publishers. It traces the evolution of the company from 1999 to present, including the launch of key products. The document also highlights research showing consumers are more receptive to behavioral targeting ads than contextual ads, and that online activities like search are just one indicator of consumers' interests.
Undoubtedly, Native Advertising has continued to rise as one of the most effective ways of advertising online. As brands continue to focus on creating content, the need for distribution platforms grows. Bidtellect sits on the cusp as our platform programmatically executes campaigns at scale with added benefits of optimization and engagement metrics.
As the shift from display to Native becomes more prevalent in ad spending, our CEO, Lon Otremba, presented five very insightful trends that we will see in 2016.
Programmatic buying allows companies to bid on and purchase digital advertising inventory in real-time online exchanges and marketplaces. This allows advertisers to target specific audiences more precisely based on various data points. The process happens very quickly through automated bidding and buying of impressions. It has led to significant growth in digital advertising and provides advantages over traditional media buying methods by offering more flexibility, control, and ability to optimize campaigns in real-time based on performance.
Native advertising spending in the US is expected to hit $7.9 billion in 2015 and grow to $21 billion by 2018, up from $4.7 billion in 2013, according to various reports. Brands, agencies, publishers, and platforms are increasingly using native ads because studies show they generate more engagement and are more effective at communicating messages than traditional display ads. While the native advertising market is still evolving, publishers are measuring the success of these ads based on engagement metrics like time spent and social sharing as well as brand lift and cost per view or click.
Bidtellect’s Quarterly Native Report Q3 2016: Engagement Is Key To Your Nativ...Missy Steiner
Bidtellect’s inaugural quarterly report analyzes our platform activity in order to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 5 billion Native auctions daily across 6.5 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
This document provides predictions for B2B marketing trends in 2015 from DirectionGroup. It identifies 10 key trends, including the return of emphasizing good ideas; focusing on high-quality over high-quantity content; using more humanized language; leveraging storytelling; shifting to paid content distribution and native advertising; mobile finally breaking through; expanding sales enablement; exploding marketing technology; increasing use of account-based marketing; and rising importance of visual content and video. The trends reflect an emphasis on content, technology, personalization and data-driven marketing approaches.
The document discusses several pieces of proposed legislation that could significantly impact the digital marketing industry:
- SOPA and PIPA aimed to expand the ability to fight online piracy but were opposed due to concerns over censorship and free speech. Protests in 2012 caused the bills to be postponed.
- CISPA would allow sharing of internet traffic data between companies and the government to investigate cyber threats, but is opposed by privacy advocates concerned about government surveillance.
- Other legislation mentioned includes Canada's Online Protection and Anti-Spam Law, which could also greatly affect how data is used in digital marketing if it limits data usage. Regulations around data usage and privacy have major implications for data-driven digital marketing business models
Ken Hittel of New York Life Insurance discusses the company's online marketing strategies. He notes that the percentage of marketing dollars spent online has increased over the years and will continue to do so. Much of their online efforts aim to generate leads for agents by positioning the company as a trusted provider of premium insurance products. Their website, social media presence, and mobile capabilities serve to support agents and provide resources to consumers. While aggregator sites present a challenge, New York Life focuses on conveying their brand attributes of trust and the value of working with a financial professional.
This document provides a guide to understanding paid social media advertising. It discusses key concepts in social advertising like hypertargeting, native advertising, and real-time bidding. It also outlines different types of social media campaigns including reach campaigns to generate awareness and community acquisition campaigns to grow social followers. The document is intended to help readers understand the role of paid tactics in amplifying the success of owned and earned social media efforts.
Getting your clients to use Microsoft Advertising will scale your agency, and WordStream + Microsoft have partnered to show you exactly how to make it happen.
Viewers will walk away knowing how to:
- Sell Bing confidently to clients.
- Increase your agency's revenue.
- Apply strategies from real life success stories.
- Effectively round out your clients' marketing mix.
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
The Future of Marketing: Leveraging Intent Beyond SearchDub_Roll
AdRoll’s President, CMO & Co-Founder, Adam Berke’s keynote presentation at the 5th Digital Media and Marketing Summit in Dublin on May 28th 2014. Adam explores how data and intent data is at the centre of the new digital advertising ecosystem.
Social:
#digitalsummit14 @Digital_Summit @adamberke @AdRoll
www.adroll.com
The document discusses trends in native advertising. It provides an overview of how native advertising is still nascent but growing rapidly. It then summarizes various studies and statistics on the use and effectiveness of native ads. These include findings that while most media buyers already use native ads, two-thirds plan to use them more. The benefits of native ads for advertisers are discussed, but challenges like measurement and alignment with objectives are also noted.
The document discusses intent-driven marketing and how using buyer intentions from data sources can improve marketing campaigns. It advocates combining multiple data inputs, including static and dynamic intent data signals, to better identify in-market buyers to both capture existing demand and create new demand. Intent data like web activity, content consumption, and search can provide insights into buyers' needs and purchasing intent. The document recommends testing marketing approaches using controlled experiments and metrics to optimize campaigns for capturing buyers most likely to take desired actions.
Intent Driven Marketing: Improving Your Campaigns with Buyer IntentionsIsabelle Kane
The document discusses intent-driven marketing and how marketers can use buyer intentions and data signals to improve their marketing campaigns. It recommends that marketers focus on both capturing existing demand from in-market buyers as well as creating new demand. Marketers should use intent data sources like web activity, content consumption, and search to identify buyers and engage them with tailored content. Programmatic media allows targeting of individuals and accounts based on these intent signals. Marketers must also continuously test campaigns and measure results to optimize performance.
Intent Driven Marketing: Improving Your Campaigns with Buyer IntentionsMollie Parker
The document discusses intent-driven marketing and how marketers can use buyer intentions and data signals to improve their marketing campaigns. It recommends that marketers focus on both capturing existing demand from in-market customers as well as creating new demand. Marketers should use intent data sources like web activity, content consumption, and search to identify buyers and engage them with tailored content. Programmatic media allows targeting of individuals and accounts based on these intent signals. Marketers must also continuously test campaigns and measure results to optimize performance.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
The document discusses how search is becoming the operating system for display advertising. It argues that lessons from search, like relevance and intent, need to be applied to display for it to be effective. Specifically, it says display needs to shift from bulk impressions to an approach focused on segmentation, targeted creative, automated buying, and ongoing optimization of campaigns based on data. The goal is for display to evolve from the current "golden shower" approach to a new "golden triangle" model based on search advertising techniques.
Jonathan Mendez gave a presentation on optimizing websites for mobile users. He emphasized that page load time, site uptime, and simple, visually focused designs are most important for mobile. Radical simplicity is key, using icons and images over text when possible. Other tips included targeting the most relevant content to mobile users based on their goals, using color palettes for quick recognition, and allowing mobile design considerations to drive overall website design decisions.
This document discusses the evolution of digital advertising from old models focused on page views and impressions to new models centered around intent, segmentation, targeted creative, automated buying, and optimization. It argues that advertising needs to move from old display models to new "display search" models that identify customer needs and markets by focusing on intent, audience data, and fulfilling specific consumer needs through personalized advertising. This transition will help publishers survive by creating more value from audience data and allowing more efficient use of advertising budgets.
The document discusses how search is becoming the dominant operating system for displaying information online. It notes that search engines are able to generate massive amounts of traffic to websites through simple links and are influencing user attention and behavior. The document argues that as search becomes more integral to finding and accessing online content, it will essentially function as the operating system for digital displays and influence how information is presented, targeted and optimized on the internet.
The document discusses how search engines are becoming the operating system for display advertising. It talks about how ads should be informative rather than just entertainment. It also discusses how relevance makes the web better by allowing ads that interest users rather than just interrupting them. The document proposes flipping the model around to take cues from search and use contextual relevance and user intent to improve display advertising.
The document outlines three approved creative units for online publishers - the Fixed Panel, which is a 336x860 ad unit that scrolls with the page; the XXL Box, a 468x648 unit with page-turn functionality and video; and the Pushdown, a 970x418 ad that opens and then rolls up from the bottom of the page.
The document discusses YouTube's growth into a major media platform and opportunities for digital marketers. It notes that YouTube now receives more traffic than many large websites and that a YouTube channel can reach audiences comparable to broadcasting on a major TV network. Examples are given of viral video campaigns on YouTube that drove large increases in views, subscribers and product sales. The document advocates that marketers view their YouTube presence as ongoing media assets rather than one-off campaigns and provide high-quality, engaging content to leverage YouTube's distribution and measurement capabilities.
1. The document discusses the challenges facing display advertising on the web and argues it can survive if it leverages the medium of information.
2. It suggests that for display advertising to be effective, it needs to give people control, deliver relevant content, test and measure performance, and properly value user actions.
3. The key is for publishers to make their content more relevant to ads, and for advertisers to make ads more relevant to content, while all parties leverage marketing technology expertise to optimize experiences and quantify results.
The document discusses strategies for creating effective landing pages based on lessons from the world's greatest landing page. It recommends giving people control over the content presentation, reducing choices to avoid paralysis, and using real-time web technologies like JavaScript and APIs. Key strategies include targeting content to the goal rather than the person, designing with the goal in mind, always testing, and focusing on relevance to the audience rather than the business.
This document discusses conversion optimization and winning visitors after they arrive on a website. It emphasizes that consumers know more about what they want than website owners, and advocates giving people the ability to define their experience both before and after they arrive by flipping the traditional sales funnel. The document also mentions demos and includes a Bob Dylan quote about happiness being the road rather than the destination.
This document outlines a marketing strategy that begins with understanding user intent and delivering relevant content through advanced technologies. It then discusses optimizing landing pages, sites, and applications to improve ROI. Finally, the strategy proposes building customer segments and affinities based on source and behavior data, hypothesizing relevance, testing segments, and monitoring high impact segments to personalize targeting.
The document discusses landing page optimization techniques including A/B testing, multivariate testing (MVT), and targeted content optimization. It provides examples of how these techniques were used to optimize landing pages for different goals. Key points include:
1) A/B testing allows for quick big lifts but MVT allows for incremental lifts and failing faster by testing multiple page elements and variations simultaneously.
2) Case studies demonstrate how A/B and MVT testing identified the highest converting page designs and elements for different user segments and goals.
3) Segmenting tests and optimizing content for specific audiences like women led to further lift in desired metrics like revenue per visitor.
Search 4.0 Search Ads and Behavioral TargetingJonathan Mendez
The document discusses various techniques for targeted digital advertising and marketing, including search ads, behavioral targeting, personalization, source targeting, affinity targeting, temporal targeting, semantic targeting, and utilizing URL parameters and cookies. It provides examples of how these targeting methods can be used to increase metrics like click-through rate, conversion rate, and revenue per visit.
The document discusses the results of two ad testing experiments. The first test found that running ads on branded keywords increased conversion rates by 17.9-47% across search engines, despite decreasing traffic. The second test was a multivariate test of ad elements that found the ad with the title "Find {keyword} suppliers", element "Find {keyword} suppliers", and URL "www.brand.com/{keyword}" increased conversion rates by 36.71%, the highest lift of the tested ads. Analysis of the winning ad's elements found the title, first element, and URL most influenced conversion rates.
This document discusses the importance of relevance in paid search advertising. It emphasizes that ad groups, matching types, ad creativity, and landing page relevance are key factors in delivering relevant ads to users. Several case studies show how optimizing these elements can increase metrics like conversion rates and revenue per visitor. The overall message is that advertisers should focus on relevance over purely algorithmic metrics like quality score.
The document discusses different targeting strategies for online advertising including segmenting audiences based on demographics and interests, targeting based on behavioral data like search terms and browsing history, and testing targeted content to optimize engagement and conversion rates. Specific examples show targeting Spanish language users in Google searches increased click-through rate, conversion rate, and revenue per visitor. Targeting content to affinity groups like musicians also increased engagement and revenue. Targeting search results and pages based on intent was shown to significantly increase conversion rates and revenue per visitor.
This document discusses targeting ads to different audience segments through demography and behavior. It emphasizes dividing the audience into relevant segments based on factors like language preference, then targeting ads specifically to those segments. An example case study is given showing how targeting Spanish-language ads to Spanish-speaking users on Google led to a 163% increase in engagement, 47% increase in conversion rate, and 7% increase in revenue per visitor. The document advocates for segmentation, targeting, and testing to improve performance.
1) The document discusses several tests of paid search listings and ads. It tested things like different ad titles, descriptions, and landing pages to determine which performed best.
2) One test showed that running ads on branded keyword queries did increase conversion rates compared to not running ads. The best performing ad used the title "Find parts fast at (brand) {keyword} catalog search" and had a 52% lift in conversions over the next best ad.
3) Quality score was found to have a large impact on the number of impressions and conversions for different ad variations, with ads having more relevant titles receiving more impressions and conversions despite fewer total impressions.
Ad Testing Research and Findings - SES NYC 2007Jonathan Mendez
The document discusses the results of three ad testing experiments. The first test showed that running ads on branded keywords increased conversion rates and revenue per visit, even if it did not increase overall traffic. The second test was a multivariate test of different ad elements, and found that changes to the title, description one, description two, and URL could significantly impact conversion rates. The third test showed that ads with more relevant titles received better quality scores from Google and performed better in terms of impressions and conversions. Proper testing was able to identify high-performing ad variations and elements.
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
Discover the benefits of outsourcing SEO to Indiadavidjhones387
"Discover the benefits of outsourcing SEO to India! From cost-effective services and expert professionals to round-the-clock work advantages, learn how your business can achieve digital success with Indian SEO solutions.
HijackLoader Evolution: Interactive Process HollowingDonato Onofri
CrowdStrike researchers have identified a HijackLoader (aka IDAT Loader) sample that employs sophisticated evasion techniques to enhance the complexity of the threat. HijackLoader, an increasingly popular tool among adversaries for deploying additional payloads and tooling, continues to evolve as its developers experiment and enhance its capabilities.
In their analysis of a recent HijackLoader sample, CrowdStrike researchers discovered new techniques designed to increase the defense evasion capabilities of the loader. The malware developer used a standard process hollowing technique coupled with an additional trigger that was activated by the parent process writing to a pipe. This new approach, called "Interactive Process Hollowing", has the potential to make defense evasion stealthier.
1. RTT NOT RTB
The Race to the Top
Jonathan Mendez
CEO, Yieldbot
2. Real-time Consumer Intent www.yieldbot.com 2
WHERE IS THE MONEY GOING?
15.42B 2.50B 250M
Q1 2014Q1 2014 Q1 2014
**Data from YCharts
3. Real-time Consumer Intent www.yieldbot.com 3
WHERE IS THE MONEY GOING?
The NYTimes was the
number 8 most shared
news site for Interactions.
The NYTimes was the
second most shared on
Twitter among New sites.
**Data from YCharts
**NewsWhip April 2014
2.50B 250M
Q1 2014 Q1 2014
37.8
MQ1 2014
4. Real-time Consumer Intent www.yieldbot.com 4
HOW DO YOU GET TO THE TOP?
Your content is indexed
by Google, linked to on
Facebook, posted on
Pinterest, tweeted and
re-tweeted.
It is valuable.
WHAT’S NEXT?
PUBLISHER
5. CURRENT STATE OF DISPLAY
Audience based buying, Cookie-matchers and Re-Targeters are devaluing your media.
Ad dollars are moving away from publishers to exchanges. This is RTB.
ADVERTISER CONSUMER
Real-time Consumer Intent www.yieldbot.com 5
6. Real-time Consumer Intent www.yieldbot.com 6
RACE TO THE TOP
Why are Facebook, Twitter, Google and soon Pinterest growing ad revenue?
Performance Based
(Cost-Per buying, Measurable ROAS)
Keyword Buying
(effective, scalable, cross-channel)
Predominantly Text Ads
(clear messaging & easy to optimize)
First-Party Data
(highest signal-to-noise ratio)
Real-Time Ad Decision
(what is this person doing right now)
7. Real-time Consumer Intent www.yieldbot.com 7
FIRST PARTY DATA AND REAL-TIME AD DECISIONS
The things that are valuable to marketers:
Where are they located?
Where did the consumer come from before
they clicked or did not click our ad?
What time of day, what
day of the week are they
seeing my message?
What content are they consuming
when they see or click our ads?
What ads do they click? What device are they on?
8. Real-time Consumer Intent www.yieldbot.com 8
FIRST PARTY DATA AND REAL-TIME AD DECISIONS
“Having keyword-based intent on our visitor click-streams has proven
useful when selling to clients who are buying keyword campaigns from
Google, Yahoo and Bing, thus allowing us to compete head-to-head for
what were typically search engine marketing budgets.”
- Andy Wilson,
Chief Digital Officer, Meredith Corp.
How Meredith Corp is Racing to the Top!