Data is everywhere but we open the Summit with key questions about how media buyers are developing their first party troves, how the can keep the data reliable and clean, and how they can execute on that data in more transparent ways.
Over the last few years, the ad industry has been decisive and diligent about demanding better media quality. As a result, we've seen dramatic reductions in waste and made huge improvements in the areas of Viewability, Fraud and Brand Safety. Now it's time for the industry to set its sights on the new leading cause of waste. Join Jake Moskowitz, head of the Emodo Institute, for a glimpse into the pervasive problem of data inaccuracy. In this session, Jake will outline the causes, scope and magnitude of today's data quality issues, and discuss tactical ways to ensure advertisers get what they pay for.
Emodo is the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic.
The document summarizes two marketing campaigns run by Mall of America to increase foot traffic - a holiday campaign and a spring break campaign. The holiday campaign was most successful, driving over 158,000 mall visits through digital advertising. The spring break campaign saw fewer mall visits due to a heavier focus on connected TV. Analysis of data from both campaigns showed correlations between weather, day of week, and foot traffic that could inform future campaign strategies. Going forward, recommendations include increasing social media spending and testing more connected TV platforms at lower costs.
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
The document discusses the evolution of Haven Life's customer targeting strategies from 2015-2019. It began with persona-based marketing with limited data and channels. From 2017-2018, it used its first 100 sales to build lookalike audiences, but targeting was poorly calibrated. Its current strategy from 2018-2019 uses over 200 customer attributes and underwriting decisions in a 1:1 personalized model with a real-time feedback loop, resulting in 57.2% lower customer acquisition costs and 44% better applicant quality. The document also outlines Haven Life's direct-to-consumer story and provides details about its marketing stack and future plans to improve location-based and connected TV targeting.
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingMediaPost
Programmatic is eating the world. With more ad formats, data signals, and competitors than ever, smart marketers need to have the right strategy to succeed in the next generation of digital advertising. Joe Luchs from Beeswax will discuss modern optimization and the tactics sophisticated marketers are using to win.
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
Over the last few years, the ad industry has been decisive and diligent about demanding better media quality. As a result, we've seen dramatic reductions in waste and made huge improvements in the areas of Viewability, Fraud and Brand Safety. Now it's time for the industry to set its sights on the new leading cause of waste. Join Jake Moskowitz, head of the Emodo Institute, for a glimpse into the pervasive problem of data inaccuracy. In this session, Jake will outline the causes, scope and magnitude of today's data quality issues, and discuss tactical ways to ensure advertisers get what they pay for.
Emodo is the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic.
The document summarizes two marketing campaigns run by Mall of America to increase foot traffic - a holiday campaign and a spring break campaign. The holiday campaign was most successful, driving over 158,000 mall visits through digital advertising. The spring break campaign saw fewer mall visits due to a heavier focus on connected TV. Analysis of data from both campaigns showed correlations between weather, day of week, and foot traffic that could inform future campaign strategies. Going forward, recommendations include increasing social media spending and testing more connected TV platforms at lower costs.
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
The document discusses the evolution of Haven Life's customer targeting strategies from 2015-2019. It began with persona-based marketing with limited data and channels. From 2017-2018, it used its first 100 sales to build lookalike audiences, but targeting was poorly calibrated. Its current strategy from 2018-2019 uses over 200 customer attributes and underwriting decisions in a 1:1 personalized model with a real-time feedback loop, resulting in 57.2% lower customer acquisition costs and 44% better applicant quality. The document also outlines Haven Life's direct-to-consumer story and provides details about its marketing stack and future plans to improve location-based and connected TV targeting.
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingMediaPost
Programmatic is eating the world. With more ad formats, data signals, and competitors than ever, smart marketers need to have the right strategy to succeed in the next generation of digital advertising. Joe Luchs from Beeswax will discuss modern optimization and the tactics sophisticated marketers are using to win.
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
The document discusses strategies for integrated, omnichannel marketing. It recommends using persona-based campaigns to provide consistent, personalized experiences across devices and in person. Data should be captured throughout the customer buying journey and centralized to develop a unified view of customers. Processes should be simplified and uninterrupted to improve operational excellence and increase customer retention and cross-selling. Artificial intelligence can provide context for next best actions while seamless processes and a convenient, simple customer experience are important.
We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day.
And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing.
How do you put our collective obsession with all things mobile and video to work for your campaigns?
On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.
The Rise of Programmatic Branding: From Impressions to InteractionsRubicon Project
From impressions to interactions: how brand marketers are waking up to the smell of programmatic potential (and bacon)
During this 30 minute session, Keith Lorizio, CRO at programmatic advertising platform Chango will address how programmatic advertising can help brands create an emotional connection with their consumers instantly.
He will explore:
- Why programmatic should be added to your branding strategy
- How programmatic can create high-touch connections for better brand results
- What success looks like in a programmatic branding environment
- How creativity and programmatic can work together
- How brands can leverage programmatic to define and track their unique success interactions
- The rise of video and programmatic premium
The Mobile Imperative, Digiday Brand Summit, April 2017Digiday
This document discusses the importance of location data for mobile advertising and marketing. It notes that consumer attention has shifted to mobile, with over 90% of time spent on apps. Location provides important context for delivering relevant mobile experiences and building audience segments. The document outlines how location data can be leveraged at scale to associate devices with home and work locations. It also emphasizes the need for creative advertising, measurement of engagement and performance, and considering the total mobile experience over individual ad units. Location intelligence is positioned as the foundation for success in mobile movement science.
The Programmatic Pulse: What Marketers REALLY Think About ProgrammaticRubicon Project
What you'll be able to tell your boss after reading this:
* Three of every four marketers are using programmatic today.
* Targeting and performance are key drivers of adoption today, competitive dynamics less so.
* Measurement of results, data integration, site quality, brand safety, and resource limits top issues inhibiting programmatic today.
* How programmatic is managed today varies immensely.
* Programmatic is forcing organizations to reallocate their resources.
* Tactical issues such as transparency, fraud, availability of quality inventory, cost, and ROI are keeping marketers up at night.
* Programmatic spend will continue to grow for the foreseeable future.
* Programmatic is more than display.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
This document discusses how publishers like Meredith are taking control of their first-party consumer data to power advertising, marketing, commerce, and content experiences in three key ways:
1. Meredith uses its extensive first-party data from over 80 million digital consumers and a database of 100 million consumers to create custom audience segments for targeting and to drive over $1 billion in revenue.
2. Meredith partners with brands like Old Navy and Walmart to leverage its data to acquire new customers, grow sales, and increase ROI through targeted email campaigns.
3. Meredith is exploring using its data and partnerships to power new areas beyond advertising like personalized content experiences, product search and recommendations, commerce experiences, and using
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
Sunando Das, Head Of Marketing Analytics And Data Science at TNS speaking at ad:tech London on 14th October 2015
http://ad-techlondon.co.uk/
Register for next year: http://ad-techlondon.co.uk/register
Shaun Koiner, Chief Product Officer of Perform Media, discusses strategies for publishers to succeed across mobile platforms. He argues that apps, mobile web, and social media like Facebook should work together, not be viewed as separate. Publishers need to focus on millennials' app usage behaviors and consider all touchpoints where users consume content like apps, mobile web, and social media. The most engagement comes from apps, but mobile web still has a role to play along with notifications, personalization, and monetization across platforms.
This document discusses how programmatic technology enables customer-centric marketing. It notes that a customer's journey occurs across multiple touchpoints and that programmatic advertising helps overcome barriers to understanding customers by targeting the right person at the right time and place. Programmatic spending has grown significantly in recent years and will account for most display ad spending by 2017. Several major brands are adopting programmatic advertising and seeing improved results and ROI. The document advocates using first-party data and programmatic buying to drive more profitable marketing and improve the customer experience with relevant messages.
We are at a true inflection point in our industry and its being largely driven by the notion of “Programmatic.” But does the term itself actually distract from its true purpose? Johnson & Johnson’s Luke Kigel will share a perspective on “Programmatic” and how shifting our focus from the word itself to the principles behind it will accelerate change and enable delivery on the promise that “Programmatic” represents.
Membership Has Its Plusses: Growing Slate’s Member ModelMediaPost
In a world of iTunes, Spotify and Netflix, consumers appear ready to pay for digital content again. But what do you do if you aren’t hulu, HBO or Amazon? How are other media brands exploring memberships, micropayments, and aggregation apps for additional consumer-direct revenue? They appear to be learning that you don’t have to be Amazon or Netflix to learn something from their successes.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Realizing Customer Centric Marketing in the Digital AgeMediaMath
This document discusses the importance of customer-centric marketing in the digital age. It outlines MediaMath's capabilities in helping companies implement a customer-centric approach through programmatic advertising. MediaMath has grown significantly since being founded in 2007 and now has over 600 employees serving over 4,500 active advertisers in 15 global locations. The document emphasizes that successful customer-centric marketing requires data-driven understanding of audiences, optimization of media buying, engaging messaging, and delivering ads across relevant media channels.
Showcasing Shareable, Shoppable Content at the Moment of Inspiration4Cinsights
This document discusses the growth of ecommerce and changing consumer shopping behaviors driven by social media and mobile devices. It notes that consumers are multi-tasking across devices and blocking ads more. Attention spans are shrinking to only 8 seconds. Social media reaches 1.5 billion users and can target consumers with relevant messages. The document advocates creating shareable, shoppable content to drive inspiration on social and engaging consumers along their shopping journey. It describes how Pinterest has successfully used this approach of sourcing, creating, and distributing creative content to drive traffic and sales for eBay.
How are publishers defining “engagement” for their own goals and for their advertising partners? How are they organizing and leveraging their first party data to drive the right outcomes?
The document discusses challenges and opportunities related to increasing company revenue for digital media companies. Some of the biggest challenges mentioned are lack of resources to maximize growth opportunities, lack of technical resources, difficulty diversifying revenue streams away from direct/programmatic advertising due to factors like cookie deprecation and platform control. The fastest growing revenue streams mentioned are video, premium subscriptions, branded content, and affiliate/contextual commerce. The most disappointing streams are print subscriptions, PMPs, display, and direct advertising. Live video, smart news, Snapchat, and search are called out as promising distribution channels.
Human: You are an expert at summarizing documents. You provide concise summaries in 3 sentences or less that provide the high level and
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
The document discusses strategies for integrated, omnichannel marketing. It recommends using persona-based campaigns to provide consistent, personalized experiences across devices and in person. Data should be captured throughout the customer buying journey and centralized to develop a unified view of customers. Processes should be simplified and uninterrupted to improve operational excellence and increase customer retention and cross-selling. Artificial intelligence can provide context for next best actions while seamless processes and a convenient, simple customer experience are important.
We have crossed the Rubicon on mobile, and there is no going back. Consumers now spend 51% of their media time – including 40 minutes of video – on mobile devices each day.
And yet, confusion continues to swirl around what buyers can do – at scale – to reach their target audiences on their mobile devices with native, video and location-targeted brand marketing.
How do you put our collective obsession with all things mobile and video to work for your campaigns?
On Thursday, Nov. 12th, guest speaker, Forrester Research’s Jennifer Wise, Rubicon Project’s Joe Prusz, and Adelphic’s Emily Del Greco discussed what’s next in automating mobile advertising and more.
The Rise of Programmatic Branding: From Impressions to InteractionsRubicon Project
From impressions to interactions: how brand marketers are waking up to the smell of programmatic potential (and bacon)
During this 30 minute session, Keith Lorizio, CRO at programmatic advertising platform Chango will address how programmatic advertising can help brands create an emotional connection with their consumers instantly.
He will explore:
- Why programmatic should be added to your branding strategy
- How programmatic can create high-touch connections for better brand results
- What success looks like in a programmatic branding environment
- How creativity and programmatic can work together
- How brands can leverage programmatic to define and track their unique success interactions
- The rise of video and programmatic premium
The Mobile Imperative, Digiday Brand Summit, April 2017Digiday
This document discusses the importance of location data for mobile advertising and marketing. It notes that consumer attention has shifted to mobile, with over 90% of time spent on apps. Location provides important context for delivering relevant mobile experiences and building audience segments. The document outlines how location data can be leveraged at scale to associate devices with home and work locations. It also emphasizes the need for creative advertising, measurement of engagement and performance, and considering the total mobile experience over individual ad units. Location intelligence is positioned as the foundation for success in mobile movement science.
The Programmatic Pulse: What Marketers REALLY Think About ProgrammaticRubicon Project
What you'll be able to tell your boss after reading this:
* Three of every four marketers are using programmatic today.
* Targeting and performance are key drivers of adoption today, competitive dynamics less so.
* Measurement of results, data integration, site quality, brand safety, and resource limits top issues inhibiting programmatic today.
* How programmatic is managed today varies immensely.
* Programmatic is forcing organizations to reallocate their resources.
* Tactical issues such as transparency, fraud, availability of quality inventory, cost, and ROI are keeping marketers up at night.
* Programmatic spend will continue to grow for the foreseeable future.
* Programmatic is more than display.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
This document discusses how publishers like Meredith are taking control of their first-party consumer data to power advertising, marketing, commerce, and content experiences in three key ways:
1. Meredith uses its extensive first-party data from over 80 million digital consumers and a database of 100 million consumers to create custom audience segments for targeting and to drive over $1 billion in revenue.
2. Meredith partners with brands like Old Navy and Walmart to leverage its data to acquire new customers, grow sales, and increase ROI through targeted email campaigns.
3. Meredith is exploring using its data and partnerships to power new areas beyond advertising like personalized content experiences, product search and recommendations, commerce experiences, and using
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
Sunando Das, Head Of Marketing Analytics And Data Science at TNS speaking at ad:tech London on 14th October 2015
http://ad-techlondon.co.uk/
Register for next year: http://ad-techlondon.co.uk/register
Shaun Koiner, Chief Product Officer of Perform Media, discusses strategies for publishers to succeed across mobile platforms. He argues that apps, mobile web, and social media like Facebook should work together, not be viewed as separate. Publishers need to focus on millennials' app usage behaviors and consider all touchpoints where users consume content like apps, mobile web, and social media. The most engagement comes from apps, but mobile web still has a role to play along with notifications, personalization, and monetization across platforms.
This document discusses how programmatic technology enables customer-centric marketing. It notes that a customer's journey occurs across multiple touchpoints and that programmatic advertising helps overcome barriers to understanding customers by targeting the right person at the right time and place. Programmatic spending has grown significantly in recent years and will account for most display ad spending by 2017. Several major brands are adopting programmatic advertising and seeing improved results and ROI. The document advocates using first-party data and programmatic buying to drive more profitable marketing and improve the customer experience with relevant messages.
We are at a true inflection point in our industry and its being largely driven by the notion of “Programmatic.” But does the term itself actually distract from its true purpose? Johnson & Johnson’s Luke Kigel will share a perspective on “Programmatic” and how shifting our focus from the word itself to the principles behind it will accelerate change and enable delivery on the promise that “Programmatic” represents.
Membership Has Its Plusses: Growing Slate’s Member ModelMediaPost
In a world of iTunes, Spotify and Netflix, consumers appear ready to pay for digital content again. But what do you do if you aren’t hulu, HBO or Amazon? How are other media brands exploring memberships, micropayments, and aggregation apps for additional consumer-direct revenue? They appear to be learning that you don’t have to be Amazon or Netflix to learn something from their successes.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Realizing Customer Centric Marketing in the Digital AgeMediaMath
This document discusses the importance of customer-centric marketing in the digital age. It outlines MediaMath's capabilities in helping companies implement a customer-centric approach through programmatic advertising. MediaMath has grown significantly since being founded in 2007 and now has over 600 employees serving over 4,500 active advertisers in 15 global locations. The document emphasizes that successful customer-centric marketing requires data-driven understanding of audiences, optimization of media buying, engaging messaging, and delivering ads across relevant media channels.
Showcasing Shareable, Shoppable Content at the Moment of Inspiration4Cinsights
This document discusses the growth of ecommerce and changing consumer shopping behaviors driven by social media and mobile devices. It notes that consumers are multi-tasking across devices and blocking ads more. Attention spans are shrinking to only 8 seconds. Social media reaches 1.5 billion users and can target consumers with relevant messages. The document advocates creating shareable, shoppable content to drive inspiration on social and engaging consumers along their shopping journey. It describes how Pinterest has successfully used this approach of sourcing, creating, and distributing creative content to drive traffic and sales for eBay.
How are publishers defining “engagement” for their own goals and for their advertising partners? How are they organizing and leveraging their first party data to drive the right outcomes?
The document discusses challenges and opportunities related to increasing company revenue for digital media companies. Some of the biggest challenges mentioned are lack of resources to maximize growth opportunities, lack of technical resources, difficulty diversifying revenue streams away from direct/programmatic advertising due to factors like cookie deprecation and platform control. The fastest growing revenue streams mentioned are video, premium subscriptions, branded content, and affiliate/contextual commerce. The most disappointing streams are print subscriptions, PMPs, display, and direct advertising. Live video, smart news, Snapchat, and search are called out as promising distribution channels.
Human: You are an expert at summarizing documents. You provide concise summaries in 3 sentences or less that provide the high level and
So many screens, so little time and money. How and where are brands' video stories being told? We open the Summit drilling into media plans that are (and aren't) working across available screens. And where do these emerging channels sit within the agency now?
The documents discuss several challenges in modern marketing, including the fragmentation of media consumption making it difficult to allocate budgets effectively, and the large number of disparate channels making it hard to drive efficient awareness. Mobile experiences are generally poor with lower conversion rates. Additionally, discovering the proper audiences to target and attributing engagement across touchpoints is challenging. Some successful channels mentioned include paid search, influencer marketing, affiliates, and social advocacy programs. Amazon is described as both a threat due to its size and a helpful marketing partner for its targeting and retail search options. Native advertising and voice platforms are identified as overhyped due to difficulties in measurement and driving adoption.
The document discusses marketing challenges and opportunities faced by various companies. The biggest challenges included attributing sales to specific marketing efforts due to lack of common data standards, gaining ROI from influencer marketing, and setting objectives for cross-departmental teams. The biggest opportunities included growth in delivery and online ordering, with delivery providing incremental sales and occasions not otherwise served. However, challenges with delivery platforms included high fees and lack of customer data sharing. Successful marketing approaches driving growth were delivery, online ordering, and loyalty programs leveraging first-party customer data. The most disappointing approaches were influencer marketing and radio due to difficulties tracking results and ROI.
The document discusses marketers' adjustments to media plans during the COVID-19 crisis. It summarizes responses indicating that:
Hulu has delivered strong results for many clients. Marketers have tested a mix of direct publisher and aggregator platforms for streaming video. Some clients saw growth in audiences for healthy/lifestyle programming as people sought escapism.
Most budgets previously allocated 90% to traditional TV and 10% to streaming, but some shifted small amounts to streaming. Linear TV provides better performance for the cost than streaming. Placement depends on goals, audiences and budgets of each client.
Marketers consider indicators like demographic/rate efficiency, unique reach, behavioral targeting, addressability, and attribution/measurement when deciding
The biggest challenges in developing new products that expand brands and deepen customer engagement according to marketing professionals are:
1. Determining the right products to develop through thorough customer research and testing before launch.
2. Ensuring new products fit within the brand's niche without spreading resources too thin or conflicting with existing customers' perceptions of the brand.
3. Gaining buy-in from retail partners who may prefer focusing on existing lines over innovative new products.
Programmatic & Video: New Opportunities, New ChallengesDigiday
For agencies buying video, the shift to programmatic presents both challenges and opportunities. A brand client might have four different agencies working together on the same piece of business, and the lines between what is video, what is TV, who buys it and how programmatic divides the pie get blurred.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
This document discusses extending the affiliate marketing model to other media channels. It explores how the performance-based model used in digital advertising could be applied to traditional and mobile media. A panel discusses challenges with mobile performance campaigns and tracking across channels. They consider how affiliate marketing has evolved and how aspects of offline media could integrate online metrics and affiliate-style payment models. The panel does not make sales pitches but provides recommendations on testing new approaches and considerations for advertisers interested in exploring these opportunities.
Intuit at DES: How DMPs are Enabling the New Digital EnterpriseDigiday
Intuit chose a data management platform (DMP) to centralize customer and marketing data from digital channels in real-time, without personally identifiable information. This allows Intuit to perform real-time optimization, customer intelligence and modeling. A DMP also helps Intuit maximize performance and efficiency by providing customer data, while Intuit's data warehouse solves its need for corporate "Big Data". Intuit uses its DMP for real-time targeting, personalization and optimizing the customer experience across its platforms and products.
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
The document discusses various revenue streams and distribution channels for media companies. It provides the following key details:
- The fastest growing revenue streams included events, subscriptions, digital subscriptions, organic video, AMP, OTT, instream video, branded content, and sponsored content/video production.
- The most disappointing revenue streams were print, direct, mobile, programmatic guaranteed, podcasting, and off-platform revenues.
- The fastest growing distribution channels were Google AMP/search, YouTube, Flipboard, and social media platforms like Instagram and Facebook.
Early Stage Product Development - Incubadora SinergiaRiley Maguire
This document summarizes key points from a presentation on early stage product development by Des Traynor of Intercom. It discusses focusing products on solving real user problems, starting simply and refining over time. Products should provide clear value for customers rather than founders. Features can dilute focus, so it's important to understand user jobs and remove unnecessary steps. Distribution costs are decreasing, so startups must compete globally and stay focused on core value to remain defensible.
Rant: It's About Time for Real-Time TV MeasurementSteve West
We get it—your audience is a tough bunch. They’re multi-channel, tech-savvy consumers who have complete control of their experience with your brand.
Your need to understand their demands and behaviors is immediate, and TV hasn’t been up to the challenge—until now.
Go ahead… read our rant. Real-time TV measurement is here and we need to tell you about it.
Rant: It's About Time for Real-Time TV MeasurementiQ Media
We get it—your audience is a tough bunch. They’re multi-channel, tech-savvy consumers who have complete control of their experience with your brand.
Your need to understand their demands and behaviors is immediate, and TV hasn’t been up to the challenge—until now.
Go ahead… read our rant. Real-time TV measurement is here and we need to tell you about it.
Scaling Growth Across Digital Grocery Marketplaces: A Conversation with Poppi...Tinuiti
In this session, we partnered with our client Poppi, a prebiotic soda brand, to explore what a winning strategy for scaling your digital grocery business looks like, considerations you should utilize across channels, and best practices for internal alignment that can lead to growth.
This document discusses attribution and the customer journey. It summarizes research showing that marketers have different understandings of effective channels and the purpose of channels. It also finds that almost half of marketers do not know if their budgets are balanced. The document discusses how attribution at Google spans solutions from individual channels to predictive optimization across all digital channels and eventual offline attribution. It describes Google's attribution 360 platform and pillars including data collection and management, insights, and third party connectors. The document provides examples of attribution projects for Expedia, Telstra, and News Corp.
Dustin workshop defining expectations & providing value through metricsfuzeconf
Dustin Ratzlaff discusses tools that can help track return on investment for digital marketing campaigns, including call tracking, UTM parameters, event tracking using Google Tag Manager, and Hotjar for visual analytics. These tools allow marketers to better understand user behavior and connect data to campaign objectives identified through a COS (Challenges, Opportunities, Strengths) analysis with clients. The presentation provides examples of how each tool can be implemented and the insights they can provide to improve campaign performance and measure results.
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
MediaPost Data & Programmatic Insider Summit - Survey ResultsMediaPost
This document lists sponsors for an event including a title sponsor and presenting sponsors but provides no other context or information about the sponsors, event, or what is being sponsored. It repeats lists of "TITLE SPONSOR", "PRESENTING SPONSORS", and "SPONSORS" but with no distinguishing details between the lists.
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Search and Performance Insider Summit - Survey ResultsMediaPost
This document lists different levels of sponsorship for an event, including premier sponsor, title sponsor, sponsors, and presenting sponsor. It repeats these sponsorship levels multiple times.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
This document lists the title sponsor and sponsors of an event four separate times without providing any other context or information. It repeats the title of "Title Sponsor" and "Sponsors" on each new line but does not include the names of any sponsors or other details about the event.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
Lisa Ryan Howard is the Senior Vice President of Advertising at The New York Times. She discusses how the elimination of third-party cookies will impact digital advertising and outlines the key areas advertisers should focus on going forward, including understanding audience context, motivation, and propensity through analyzing topics, sections, emotions, objectives and history with the New York Times rather than relying on third-party data. She concludes by thanking the audience and looking forward to partnering with advertisers in 2022 and beyond.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
This document appears to be an agenda or announcement for a MediaPost event called "#MPOutfront" with sponsor listings. It lists Joe Mandese as the Editor-in-Chief of MediaPost and the presenting sponsor and other sponsors of the #MPOutfront event.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Steve Smith - Opening Remarks
1. Where have you seen the most dramatic shifts
in media allocation in the last year?
● Less from offline to online media, more focus on 3rd party
audiences to scale
● Full Episode Player and Native video
● Shifting a lot of spend into Connected TV
● Spend shift away from Short Form TV
● We've moved the majority of our linear TV budget over to
Amazon OTT over the past year
● Growth in OTT
2. Where have you seen the most dramatic shifts
in media allocation in the last year?
● CTV and Linear video continue to be a large area for media
allocation - this Upfront season was very tight due to large
amounts of dollars going in, with limited inventory..
interesting if this starts to shift dollars back into
programmatic as it advances beyond just display.
3. ● We continue to allocate more and more funds to
programmatic and social. Programmatic drives efficient
targeted reach, and social has driven strong conversion rates
(esp. Facebook and Instagram). We have also seen growth in
location targeted trends/services.
● From low funnel remarketing to performance prospecting
Where have you seen the most dramatic shifts
in media allocation in the last year?
4. ● The unifying themeis social/video. Social is getting so
expensive. Many advertisers got strong performance on social
and then it dips and then they can barely seem to get a
positive ROI, yet still want to continue investing there. It
depends on what KPIs you're using. Facebook in particular has
created this mysterious game that everyone thinks they can
win if they just try hard enough or have the right creatives or
audience because it's the place to be to reach elusive
consumer time and attention. I'm not sure if that's true. I
think some products just aren't meant for that environment.
Where have you seen the most dramatic shifts
in media allocation in the last year?
5. Where have you seen the most dramatic shifts
in media allocation in the last year?
● Podcasts are really growing, so YoY % investment is large,
even if the absolute investment is modest. I do feel greater
measurement opportunities are needed for this to take off.
6. What has been the most successful
channel/source for building your trove of first
party data on your customers?
● Site visitors and Lookalike models
● Liveramp really has been the key to all of this so we can
execute the data on cross-channel
● The cheapest source is Search / Affiliates. The most volume is
Short Form TV
● Search, then using that data for display & video targeting
● Still our digital (Web + App) experiences
7. What has been the most successful
channel/source for building your trove of first
party data on your customers?
● Lead gen campaigns on social for our pharma clients, Google
analytics, cross-device and attribution partners (tapad,
placed, crossix, etc)
8. ● Transparency is ALWAYS an issue and having a trusting data
source
● The ability to discern what is actually reliable and verifiable in
regard to data source
● They all say they have the greatest data. The hardest part is
keeping track of the fee especially as we try to push the
segments into FB/IG and there is no "pull" system to report
back to the data providers
What has been the biggest challenge(s) in
gathering reliable data from partners and third
party providers?
9. What has been the biggest challenge(s) in
gathering reliable data from partners and third
party providers?
● Most of our first-party data comes from appending 3rd party
data to our customers first-party records. We append
everything from affinity to psychographics to purchase SKUs
to get a richer picture of our customers and the data comes
from multiple sources. No one source is outperforming the
others but it's a combination of the modeling that works
● Transparency. Data partners do not want to share
methodologies in how they source their data or the recency
of the data
10. ● Accuracy (confirming the data is true), timeliness (confirming
the data is fresh), and nulls (confirming the data exists at
scale where we can do our modeling)
● Different partners not playing well together (especially
Facebook). Doubleclick seems to be having more and more
trouble with attribution, with some of the cookie blocking
(i.e. new Safari defaults, etc.) in place. In general, reach
What has been the biggest challenge(s) in
gathering reliable data from partners and third
party providers?
11. ● Different partners not playing well together (especially
Facebook). Doubleclick seems to be having more and more
trouble with attribution, with some of the cookie blocking in
place.
● In general, reach reports seem extremely unreliable.
● Cutting through the b.s. Even when you know the right
questions to ask, it takes time to find the right people that
can answer them and then get a straight answer that is
comparable apples-to-apples across partners.
What has been the biggest challenge(s) in
gathering reliable data from partners and third
party providers?
12. What has been the biggest challenge to investing
in advanced TV (OTT, CTV, addressable TV)
● Visibility into data and getting reporting details back
● The lack of measurement as it pertains to brand lift studies
● While we are capable of adding on first, third party, geo-
location to Connected TV, it's hard to forecast our spend and
what is scalable.
● I feel like Connected TV is where programmatic display was 8
years ago. Clients still want to buy shows, but we have to
explain we are buying audiences. PLUS, there hasn't been an
adtech partner that can passback the show the ad aired on
(only the app)
13. What has been the biggest challenge to investing
in advanced TV (OTT, CTV, addressable TV)
● Framing it as performance channel
● For us it's the feedback loop -- we feed an audience into these
platforms but closing the loop as to whom was exposed and
who actually converted has been the biggest challenge so far
● Difficulty in measurability driven by fragmentation
● High CPMs, ability to track results, and (on our end) having
the appropriate creative available.
14. What has been the biggest challenge to investing
in advanced TV (OTT, CTV, addressable TV)
● Convincing clients that it's worth the investment. If they're
already doing TV, it can seem expensive and if they aren't
already doing TV, it can still seem expensive or even daunting.
● We are internally super focused on making sure the right
measurement plan is in place and that we maximize the
impact (e.g. monitor reach and especially frequency)
● “The right delivery” At the premium CPM I want the right
audience, with a premium content adjacency / experince.
15. What has been the biggest challenge to investing
in advanced TV (OTT, CTV, addressable TV)
● Measuring impact on business. Marketing Mix Modeling and
Multi-Touch Attribution opportunities are still limited. (MMM
due to amount of spend and variation needed to be
measured, MTA for tracking this touch point consistently
through mix).
16. The one thing you would like all adtech/martech
vendors to know before they meet with you.
● I need to be able to A/B Split test and leverage your platform
to measure incrementality with ghost bidding so that I don’t
have to waste my dollars doing an PSA ad
● Provide easy solutions for testing
● You can’t bullshit me. I’ve seen it over the last decade. Put
away the deck and talk straight to me
● When talking about products, want to cut right to their core
differentiator
17. The one thing you would like all adtech/martech
vendors to know before they meet with you.
● What does a pilot look like? Everyone has the newest/most
innovative/most trusted/most enter superlative here
platform and wants an annual commitment. It's very hard to
get companies to commit to short-term POCs
● I don ‘t care about your solutions, I care about creating good
experiences and delivering value to the enterprise. Do one of
those two things or pass
● I would like adtech/martech providers to be able to speak to
what data will be available to us to allow us to verify their
results.
18. The one thing you would like all adtech/martech
vendors to know before they meet with you.
● My #1 priority is our clients' outcomes and those are all varied
and unique. We can have a general sales conversation about
the offering/tech, but ultimately I want to either see exactly
how it's worked in a similar situation before or work together
with them on a compelling test case.
● Coming to the table with your product’s unique value prop for
how it drives my business is important. If your offering is
duplicative to an existing vendor or lives within a competitive
area then - then you need to prove that my time and
resources are worth it. The juice needs to be worth squeeze.
19. ● Right now, VOICE
● Blockchain. Great idea if we had it in 2008. Not so great to try
and get everyone on the same page to use it now
● Trying to develop a Tik Tok strategy when the technology is
not there yet (I get asked weekly)
● Investing large dollars on Facebook with its walled gardens,
self-policing and expensive CPMs seems overhyped to me
● Transparency
● Influencer marketing
● The death of the cookie. It will live, but be applied differently
moving forward
The most overhyped trend in digital advertising is…
20. ● I'm not convinced that audio advertising (podcasts, Spotify,
etc.) is cost-effective
● facebook ;)
The most overhyped trend in digital advertising is…
21. ● We talk about "emerging channels" as if they are something
so totally new and different. These are the the "OG" media
channels (TV, audio, OOH, and even mail!) with a new word in
front of them. I think "emerging channels" will continue to
evolve and get better but in the meantime....overhyped :)
● One of the core principles of a programmatic advertising in
the early days was to streamline your buying process.
Programmatic has actually created more complexity, but
what it has done is make us start asking smarter questions
about who our advertising is reaching and what the real
impact is.
The most overhyped trend in digital advertising is…