6 Common Mistakes Of Acquisition Marketers

shutterstock_205698988-digging-treasure-prospecting New customers are the lifeblood of any business, and often the most expensive area of investment. Brands often build complex processes and campaigns to drive new interest, and measure it to the point of conversion. Yet, despite its importance and the extent of the investment, there are six errors that are repeated time and time again. 1. You Aren’t Really Buying Prospecting! When it comes to media buying, the problem of knowing what you are buying is an ongoing problem. Programmatic marketing is mostly provided as a black box solution, but because it performs well, it is increasing [...]


The Power Of Real-Time Display For Back-To-School

ecommerce-shopping-credit-600 While many schools have recently let students out for summer break, back-to-school (BTS) shopping is already top of mind for marketers. This season, eMarketer estimates about $50B will be spent on retail e-commerce sales, including a wide range of products and categories from apparel and electronics to school and office supplies. eMarketer's recent report explains that the main buying season for back-to-school shopping is July and August, as 96% of parents expect to have completed the majority of their purchases by the end of the summer. However, the data also reveal that most BTS pro [...]


First Party To Whom? Display Targeting Data Demystified

shutterstock_120614257-cookies With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting "first party" prominently as a key buzzword in their positioning. Frequently, this is used in the context of "first-party data" and, in some cases, "operating in the first party" for online advertisements. This has led to a lot of confusion around the term "first party." Every advertiser wants it, but ad tech vendors are offering multiple, disparate solutions under the umbrella term "first party," when these solutions actually have very little in c [...]


The Future Of Paid Search (From A Data Perspective)

future-computer-woman-shutterstock Over the past five years, the media buying world has changed dramatically. The incredible advances in adTech (Advertising Technology) and consumer electronics have opened up the doors for never-before-seen targeting and measurement capabilities. Especially in the field of programmatic and audience-based buying, we have made progress at a rate that has even outpaced consumer behavior. As I've mentioned previously, we know more about our consumers today than we can leverage without creeping them out. So how has this inside knowledge changed marketers' online ad-buying behavior? Histor [...]


The Three Pillars Of A Programmatic Strategy

Big Data In today's digital ecosystem, the programmatic paradigm is no longer a trend or a meme. It's very much a keystone of publishers' digital strategy. To that end, it's fair to say a good amount of ink -- print and digital -- has been expended to outline the virtues and benefits of programmatic for publishers. Just like any good strategy, so much has to do with the "what," "when" and "how" of your strategy's execution -- and not just the strategy itself. At The 614 Group, we believe there are three core pillars that are critical for publishers seeking to maximize revenue return on programma [...]


By 2016, Oreo’s Parent Company Will Spend Half Its Marketing Budget On Digital, Betting Big On Video

Mondelez Brands As it looks to reach consumers beyond the living room to all devices, Mondelez International, the parent company of Oreo, Cadbury, Chips Ahoy, Ritz, Triscuit and dozens of other snack brands, is boldly turning to digital video. In a deal announced this week, the company will rely on TubeMogul's software to plan, buy and serve digital video ads programmatically. The investment in digital video marks a dramatic shift for the international giant and signals digital video's coming of age. Ivelisse Roche, associate director for global media and consumer engagement at Mondelez, told Adweek tha [...]


One Tech Stack To Rule Them All: Potential Programmatic Pitfalls

Programmatic Media Buying Agencies tend to pigeonhole programmatic vendors. Some vendors are used for specific goals such as prospecting, others for specific tactics (site retargeting, etc.), and still others for the third-party data they can provide. There’s a certain logic to the approach. It makes it easier for agencies to keep things simple. Every vendor gets a nice little line item in an Excel spreadsheet. Everything looks nice and neat. But just because sticking vendors into tidy little boxes makes things more straightforward for the agency, it doesn’t mean that’s the best approach. The proble [...]


Adap.tv And FreeWheel Will Power Programmatic Pilot With ABC

ABC Premium Programmatic In a move to automate the buying and selling process of premium digital TV ad inventory, AOL's Adap.tv and Comcast's FreeWheel announced a new partnership today. Adap.tv's demand-side platform (DSP) will power the buying side of the programmatic pilot that ABC announced during its TV Upfront this spring. The DSP will integrate with FreeWheel's Fourfronts private marketplace on which ABC will sell its digital video inventory. Agencies MAGNA GLOBAL, Optimedia and Starcom MediaVest Group have signed on to test out the technology partnership during the trial. The pilot brings together all [...]


New Display Research: State Of The Industry Retargeting Report #4

soti-retargeting-q2-2014-chango The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing. Paid Social (FBX, Twitter Tailored Audiences and LinkedIn) has shot onto the scene relatively recently; yet, respondents reported having their own dedicated budgets for them and reported this channel as their path to solving the problem of connecting [...]


Is Our Industry Finally Maturing? Thoughts From Internet Week NY

logo_IWNY_2-bigger For many a year at many a major seasonal conference, seasoned attendees would look around and see no end to the hype. While legitimate, long-standing business themes -- integrated marketing, leveraging your media mix, standards, attribution and allocation and, of course, ecosystem "complexity" -- always get their airtime... we often see sort of a hazy frenzy around a few new bright shiny objects. For a while, that was search, and then social had its day. Then it was mobile. It stayed mobile for a while. Next up, we swirled around programmatic. Then it was Big Data. But, it seems to m [...]


Infographic: Everything You Need To Know About Real Time Bidding For Display Ads

Real time bidding, or RTB, is nothing new to search marketers. They're used to the concept that all advertisers are constantly bidding against each other in real time for good ad positions on Google, Bing and other search engines. But RTB has continued to grow in the display ad space, where advertisers compete with each other, purchase placement and are displayed in under a second. The folks at Who's Hosting This have created an infographic guide to RTB. Below, it covers the Demand Side Platform (DSP) tools used by advertisers to place their bids through ad exchanges where publishers offer [...]


Understanding Live Intent Data: Lifting The Veil Over Marketers’ Eyes

data management In last month's column, "Real Time" In Display Advertising Doesn't Really Mean Real Time, we discussed how despite the industry talking about doing "real-time marketing" or "real-time bidding" (RTB); in most cases, they are not actually using real-time techniques to run their campaigns. The media itself might be traded in live auctions, but the data being used are typically not live. In this month’s column, we are going to address the common questions that arose from that article -- what is live intent data, where is it, and how do I use it? What Is Live Intent Data? Intent data helps u [...]


Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist

nytimes-scoop-citi-bike Advertising is always most effective when it is well integrated into the customer experience. Over this past year, programmatic buying and native advertising (both popular buzzwords in our industry) have taken two very different approaches in enabling marketers to create engaging and relevant experiences for their audiences -- one by using data, and the other by masquerading as content. However, regardless of the channel or advertising strategy, the overall brand goal generally remains the same: to reach audiences, evoke brand experiences and, essentially, sell more products. The better the [...]


Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


Display To Eclipse Paid Search Ad Spend In 2016, Mobile Set To Become 4th-Largest Ad Medium

display-ad-featured Spending on display advertising will soon overtake paid search. That's according to ZenithOptimedia's latest global advertising forecast. With display advertising growing at 21 percent a year, it's expected to hit $74.4 billion in 2016. While paid search, which is experiencing 13 percent annual growth, is estimated to come in at $71 billion at that time. Zenith expects search to keep dominating this year, however, with search spend projected at $55.7 billion versus $ 51.8 billion for display. Programmatic buying is boosting the pace of expansion of display advertising, now the fastest [...]


“Real Time” in Display Advertising Doesn’t Really Mean Real Time

shutterstock_129641315-clock A lot of nonsense is spoken today regarding "real-time marketing" and "real-time bidding," yet most of what is actually being bought isn’t really "real time" at all, and marketers need to know why that’s a problem. With the rise of the media exchanges came the separation of the media (the "where" to target) from the data (the "who" to target). The marketer was able to stop simply shouting their message at crowds, and instead became able to pick and choose the individuals they wanted to talk to. The promise was efficiencies unseen in marketing before. There is however a problem. Whils [...]


The Sale After The Sale: The New Reality Of Selling Display Ads

shutterstock_124544959 In my current role leading the sales organization at Simpli.fi, I have the pleasure of interacting with all levels of media buyers representing local and national brands, advertising agencies, trading desks, publishers, ad networks and resellers. Predictably, the contacts making media-buying decisions within these companies span a broad range of age and experience levels. While no universal statement is true for every individual, I can confirm that those that buy online media today are genuinely confused. They are under a sales and marketing assault by vendor representatives that are often [...]


OpenX Pushes Programmatic Into Mobile Native Inventory With New Ad Exchange

OpenX_Logo_highres OpenX Technologies has launched a private real-time bidding exchange that caters specifically to native ad inventory on mobile devices. The exchange, called Native O|X, is meant to help app developers and mobile publishers buy and sell native ad inventory at scale -- and couples the two hot trends of programmatic and native for the first time. The ad units, injected in-stream among content, link to app stores available on users' devices. The inventory will be available to a pre-approved group of advertisers. “In speaking with OpenX buyers and sellers, it’s becoming clear that a funda [...]


Foursquare Opens Up About Using Check-In Data For Ad Retargeting, Revenue Generation

Foursquare logo Foursquare is now going public about its moves over the past year to sell its location data and deliver ads across the web and on mobile devices. As first reported and confirmed today in AdAge, the company's CRO Steven Rosenblatt says it has been working with DSP Turn for the better part of a year and added mobile inventory last fall. Foursquare is selling the ads directly via its 30-person national sales team, buying on the ad exchanges via Turn and then selling to brands and agencies on a CPM basis and pocketing the difference. Foursquare's location data -- captured by check-ins at rest [...]


WTF Is Tag Management? Do You Really Know, Or Just Think You Do?

data management In last month’s column (WTF Is A Cookie, Anyway? Do You Really Know, Or Just Think You Do?), I covered the basics of cookies and touched briefly on the idea of tag management. This month, I am going to dive deeper into those tools and explain why you should consider this as an option for your site... or not. Let's start with a definition. What exactly is a tag? A tag is a chunk of code -- often JavaScript -- that performs a given task on your site. Here's an example of a retargeting tag (click to enlarge): Tag code can be meant to gather analytics data, or to cookie a site visitor you [...]


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