Marketers: The Busier Things Are, The Less You Should Be Testing

Adobe Real Time Analytics Dashboard Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, you check back on the results and are thrilled to see that the new experience is a clear winner, with statistically significant improvement over the old. You excitedly report the results to your boss, and the web team rolls out the new design the next day. But then, thin [...]


FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season

fbx Facebook's ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.  According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012. Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period. The retail vertical spent 64 percent more on FBX adver [...]


Google Analytics Updates Remarketing UI & Builds Out List Import Options

google-analytics-icon-250px Catching up with its segmentation updates from last year, Google Analytics announced today a refresh to its Remarketing UI and new Remarketing list import options. Along with the new UI, users can create Remarketing lists based on origin, demographics and behavior. The Remarketing list builder now allows users to import existing segments, including custom segments previously created or segments imported from the solutions gallery. According to the announcement, the new features will be rolling out over the next two weeks. For anyone wanting to take advantage of the new updates [...]


Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


Creating Fatigue-Proof Retargeting Ads

ads Web surfers aren't going to engage with the same dreary creative displayed over and over again. This makes it key to vary your message, pursue a theme, or even tell a story with multiple creative units, especially if impression frequency per user is more than a couple times a day. As there are many elements to consider, it will likely take a few attempts and/or iterations before finding winning ads. In this article, I'll provide several pointers on how to create fatigue-proof ad creative. 1. Use Relevant Keywords And/Or Relevant Themes This point seems obvious but is often overlooked. Con [...]


Programmatic Dominates Our Top 10 Display Advertising Columns For 2013

ml_disp_adv What was on the minds of Display Advertisers in 2013? RTB? DSPs? DMPs? Indeed, it was all of these acronyms, which you can clearly see from looking at our list of top 10 columns for the year. (By the way, those stand for real-time bidding, demand-side platforms and data management platforms -- all aspects of the increasingly popular programmatic media buying landscape.) Our generous contributor Ratko Vidakovic hit it out of the park with a guide to moving beyond AdWords to Demand-Side Platforms, and with so many other columns covering this emerging area of the display ad landscape. Thanks [...]


How Ad Retargeting Ruined Christmas

sad-dogs-christmas-featured Forget the Grinch that stole Christmas. This year, maybe it's ad retargeting that's stealing Christmas, at least the surprise of what people are going to receive. Certainly in my household, a new war on the Christmas surprise has been declared. Advertisers taking advantage of "retargeting" -- a way to follow visitors around with ads -- are making life difficult for our number one gift giver, my wife. "Everything I'm buying for Christmas, it's showing up in ads," she complained to me this week. That's a problem because our kids are often using her computer. You don't want them seeing what [...]


Survey: 3 Out Of 4 Consumers Now Notice Retargeted Ads

retargeting-spying-binoculars-featured The curtain has been lifted. Consumers are overwhelmingly aware they are being tracked and advertised to by retailers whose sites they've visited. A new survey from Marketing Land and SurveyMonkey finds this and other interesting insights on how consumers view site retargeting. As behavioral targeting comes of age with ever more ways to target consumers based on actions they've taken online, it's not surprising more consumers are becoming savvy about being retargeted on Facebook and the web at large. The level of awareness may surprise you, though. The survey, which focused on site r [...]


5 Ways To Evaluate The Quality Of Audience Data

target-audience-featured The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to just inventory. We used to buy "audiences" by guessing about the characteristics of the visitors to a particular site or type of site. Now, one can pick and choose individuals by their characteristics regardless of where they happen to be on the web. Buying audiences requires that your ad platform have access to targeting data while making split-second decisions about which impressions to buy. Armed with audience data, you can target ad viewers [...]


Twitter Launches Ad Retargeting: “Tailored Audiences” Bring Retargeting To Mobile

twitter-retargeting-arrows-featured Today Twitter announced the global roll-out of Tailored Audiences, the targeting capability the company began testing in beta in July. Tailored Audiences gives Twitter a retargeting product and more. As with Facebook, advertisers can use first party data to retarget their own site visitors, or tap into third party data to reach new custom audiences. Twitter is launching Tailored Audiences with ten vendor partners: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. Advertisers must work with one of those vendors to buy on the exchange. Beta tester [...]


Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]


DemandBase Launches Cookie-Less B2B Retargeting Solution

Deamandbase retargeting b2b Today, B2B online targeting and personalization platform DemandBase is launching a solution that allows B2B advertisers to retarget to  the companies that visit their websites. Based on the corporate IP address, DemandBase identifies the company a web visitor is from in real-time and then, depending on the actions they take on the site, programmatically retargets customized ads to that company through exchanges such as Google and RightMedia. The triggers used to inform where a company is in the buying cycle include visits and pages viewed across a target company, the time and frequency of [...]


Fireside Musings: The Growth Of Real-Time Bidding

Fireplace Flames Today I'm sitting down to meditate on some of the reasons why programmatic ad buying -- real-time bidding (RTB), in particular -- has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has been from two specific areas: mobile and video. So, that's where I will focus my attention today. There seems to be a lot of talk that RTB will ultimately make the biggest difference in mobile. Question: Is this true? If so, why? What kind of impact will it have? How [...]


New Research: The Retargeting Barometer, 3rd Edition

paying for retargeting_chango The results have just been released from the 3rd edition of the Retargeting Barometer, the ad industry’s only survey focused on the use of retargeting. Published by Chango, and this time in partnership with Digiday, the study attracted 300 respondents, including brand marketers from a broad set of industries and from media agencies. The full report can be downloaded here. Key Highlights The key highlights from the 3rd edition of the Retargeting Barometer are: Retargeting is becoming more and more standard for sure, yet there are surprising gaps in its use and how it is measured. R [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]


Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]


Facebook To Roll-Out New Website & Mobile App Custom Audience Feature

facebook-target-aim-featured Facebook announced today a new website and mobile app custom audience feature to be released globally in the coming months. According to the announcement, a select group of test partners are currently using the new feature that allows marketers to place ads in News Feeds of people who have visited their website or downloaded their mobile app: For instance, a bike retailer could reach people who started designing bikes on its website but didn't make a purchase. Through custom audiences, the company can reach these people via desktop News Feed and encourage them to finish customizing online. Or [...]


The Keys To A Successful Holiday Season: Data And Retargeting

3-strategies-to-prepare-for-the-holidays_articles_01 While some may think it's too early to be saying, "'Tis the season," advertisers disagree, as they are busy gearing up for the holidays. According to Google's Consumer Survey, 30% of holiday shoppers start their holiday shopping before Halloween, and nearly half of them plan to purchase gifts online. Today's shoppers utilize various online and in-store channels to browse and purchase. Research conducted by Dimensional Research suggests that a majority of consumers visit a store based on an online experience, and oftentimes engage in "showrooming," wherein they research products via their smar [...]


Yandex Launches Look-Alike Audience Ad Targeting For Display Campaigns

Yandex Today Yandex announced the addition of look-alike audience targeting to its growing list of ad targeting capabilities. Advertisers can now target new users whose online behavior is similar to that of their own site visitors who have take a specific action such as completing a purchase or adding items to the shopping cart. Both Google and Facebook also offer audience targeting based on attributes of an advertiser's existing visitor or customer base. Yandex's behavior analytics technology, Crypta, powers look-alike targeting by discovering patterns in online behavior and locating other use [...]


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