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Archivo de la etiqueta: Advertising

SafeFrame – thnxz @iab

IAB 21 marzo 2013 Dejar un comentario

The SafeFrame 1.0 technology is a managed API-enabled iframe that opens a line of communication between the publisher page content and the iframe-contained external content, such as ads. Because of this line of communication, content served into a SafeFrame is afforded data collection and rich interaction, such as ad expansion, that is unavailable in a standard iframe.

To avoid disruptive ad behavior and the potential security risks of serving ads inline with the page, publishers may choose to have ad content served into an iframe.

An iframe is a sort of mini HTML page within the publisher-hosted page. Using the iframe, ad content is sequestered within the boundaries of the iframe and unable to access any information about the page where it is served. Without access to page content, ad content within the iframe cannot expand, interact dynamically with site visitors, or collect any data necessary in determining ad effectiveness.

The iframe solution protects the publisher, but it also limits ad capabilities and decreases the value of inventory that is restricted to iframes.

Download the full SafeFrame 1.0 Spec

SafeFrame’s API-enabled iframe opens a line of communication between webpage code and the ad content in a controlled and transparent way. This communication allows for rich interaction while protecting the publisher’s page from undetected changes that might otherwise damage page integrity.
Some key benefits of SafeFrame for digital advertising include:

Sigue leyendo →

Use the Data! thnxz @TheGrok – bryaneisenberg.com

#Analítica Digital, #blogs que sigo, bryaneisenberg.com 27 febrero 2013 Dejar un comentario

It’s certainly true that many “PPC pros” who work like (much inferior to the real thing) robots will find themselves looking for work. The high value providers who maintain deeper relationships, integrate across multiple complex objectives, and persistently work to overcome challenges to test, improve, interpret, and achieve uncommon results will be the ones that clients find useful.

by BRYAN EISENBERG

Andrew did a great job at describing the high-value parts of the PPC advertising agency equation, but that is not the part of PPC management where data-driven decisions excel. There are some things that data-driven computer analysis excels at and others that it doesn’t. Look at the technology stack that is available today to help PPC marketers and advertisers and you will see where some of this technology is headed. In many cases it already is, and in others it will be more capable of handling the majority of tasks that are required to maintain and optimize PPC accounts.

The fact is, unlike many other parts of marketing, PPC advertising when set up properly should be analmost completely data-driven effort.

++ full article and conclusion

A Nucleus Research study shows that an incremental 241 percent ROI can be generated by applying data to business decisions. And 91 percent of CMOs believe that successful brands make data-driven decisions, as per Columbia Business School.

A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition – marketers depend on data for just 11 percent of all decisions.

Making The Most Out Of Twitter’s Promoted Advertising // thnxz @simplyzesty – simplyzesty.com

#blogs que sigo, simplyzesty.com 25 febrero 2013 Dejar un comentario

With the latest API ads being announced last week, there has been much talk about the potential it offers to businesses. The potential to offer more diverse and sophisticated ads to users is enticing and if it goes well, it will provide a major boost to Twitter’s finances as it increases revenue.

However, with all the commotion surrounding the API announcement, it’s easy to forget about what’s already there. It’s funny to think that Twitter’s promoted advertising has been around since 2010, yet for the most part, it’s been successful in getting messages out there without impinging upon the overall experience. Provided you have the right content and a general strategy, Twitter’s promoted advertisements can give your campaigns a welcome boost.

What Do You Want To Achieve?

There are three ways to advertise on Twitter and one is more suited to a particular role than others. The three ways to advertise are through Promoted Tweets, Accounts or Trends. If you’re a smaller business, the first two methods would be more suited to you. Promoted Tweets will select a specific tweet from your feed and places it in your target demographic’s news feed as well as search results. This method is suited if you’re creating engaging content, either through favourites, retweets and replies, and you want to increase its reach.

On the other hand, Promoted Accounts means your profile appears on the ‘Who to follow’ section as well as search results (usually the fourth or fifth entry down). If you want to increase the number of followers your page has, this is the type of advertising you want to select. You can track how much your follower count grows through Twitter’s analytics, showing you both organic followers and those who saw your Promoted Account.

Promoted Trends allows you to place your own hashtag or term in the trends list. This is best used if you’re running a Twitter campaign and participation is central to its success. Each of the three should be done to complement an overall strategy as unengaging content won’t magically become interesting if it’s put in front of a large audience.

Full article (Identify Popular Hashtags & Case Studies)

Manually Select Your Promoted Tweets

When you first start using Promoted Tweets, Twitter will set it up so that your most engaging tweet will be automatically selected as your Promoted Tweet. To an extent, this will work if you’re looking to just increase followers and engagement. However, it’s better to switch this to manual as soon as possible. The reason for this is that your most popular tweet mightn’t be relevant to your advertising aims, otherwise you could be left with a random tweet that does nothing for your brand message.

Place Promoted Tweets At The Top Of Your Feed

We know what to expect when we visit a profile, but what some profiles don’t properly take advantage of is the fact that you can place Promoted Tweets onto the top of your page. This way, when people visit your profile, the first thing they will see in your feed is the tweet you want.

The only potential flaw behind this is that not everyone will be visiting your profile page (it doesn’t appear in the page preview), so this would require some experimentation on your part to see whether it’s worth it or not.

Full article (Identify Popular Hashtags & Case Studies)

The Data Providers: One Quadrant Chart To Rule Them All // thnxz adexchanger.com – @adexchanger @nycmcg

#blogs que sigo, adexchanger.com 21 febrero 2013 Dejar un comentario

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

ramsey-ddt

Today’s column is by Ramsey McGrory, President & CEO of AddThis.

Follow Ramsey McGrory (@nycmcg)

In the world of magic quadrant charts, I like this as a starting point for a discussion about data:

Starting with the Conclusion

Access to data is not a commodity, and it won’t be in 10 or 20 years. After all the regulatory and privacy questions are settled, advertising, publishing and e-commerce will be powered by a combination of offline, online, anonymous and personal data. The companies that emerge as long-term leaders will be the ones that provide infrastructure, distribution and services that power the smartest consumer engagement tools with the variety, velocity and volume of data available.

mcgrory-1

If you spend time considering the moves of consumer technology and diversified IT companies, you will realize how data is the thread that binds it together. To deliver on the vision of holistic consumer engagement, there are three critical layers: infrastructure, data, and services. While infrastructure commoditizes over time, the ability to leverage and understand data does not. So, staying in one quadrant is dangerous given the competitive landscape.

Setting the Table

The infrastructure for consumer engagement started consolidating in 2007 when Google, Yahoo, Microsoft, WPP, AOL and others acquired ad servers. That consolidation continues today among DSPs, DCOs, SSPs, DMPs, website analytics and most recently social CRM players. The strategy of many large companies in the digital B2B and B2C spaces is to consolidate the ‘paid, earned, owned’ infrastructure where a brand’s consumer engagement is managed centrally based on any and all touch points.

As the largest companies move from strategy to execution, data grows in importance. In its many forms, data is being infused into advertising, publishing and e-commerce, and fueling material improvements at each point in the value chains of advertising (research, planning, targeting, measuring) and publishing / e-commerce (attract audience, engage, monetize, measure).

The Evolving Data Landscape

As the variety, velocity and volume of data increase, it’s worth looking at the different players. My intention is to create a framework and provide examples rather than be Terry Kawaja here.

On the X-axis, imagine two ends of a ‘visibility’ spectrum – Aggregated / Anonymous and Personal. On the Y-axis, imagine two ends of a ‘source’ spectrum – Offline and Online.

In the A quadrant, there are a number of examples of offline anonymous data such as census, crime statistics or government spending. In the B quadrant, examples of this data are voter file, criminal records, retail data co-ops, transactional data sets and measurement panels. Many companies aggregate, maintain, analyze and activate these data sets for outbound marketing, direct mail, CRM, POS and political campaigns. There are scale players such as Experian, Acxiom, Equifax and Nielsen and vertical players such as IXI (finance), Catalina (retail) and Polk (auto). These businesses have operated for decades.

Full article

…buen Pitch y Marketing de Guerrilla // gracias a lincinews.com – @lincipit_es

#blogs que sigo, lincinews.com 19 febrero 2013 1 comentario

Dos videos muy copados!

El “pitch”, en la jerga de las startups, es el discurso que utilizas para describir y explicar tu empresa. Es corto, simple y claro. El Pitch Deck es la presentación visual (en Power Point, video u otro software) de ese discurso. No tiene más de 10 slides ni dura más de 5 minutos y al menos en el mercado norteamericano, ambos elementos son muy importantes a la hora de conseguir financiamiento.

“Un excelente ejercicio del Pitch, es realizar como en twitter, 140 caracteres, los hot topics o principales ideas no más de 10 diez. Es una forma de conceptualizar y expresar ideas de manera simple y concreta”. (by Gabriel Catalano fuera del artículo original)
El artículo completo aquí (+ más info y buena data) gracias a lincinews.com!

Welcome to the Future of Advertising Insight Center // Thnx HBR Blog Network // @HarvardBiz

#blogs que sigo, blogs.hbr.org 13 febrero 2013 Dejar un comentario

This HBR Insight Center on the future of advertising will explore the transformation. We’ll dig into the technologies that are reinventing how companies connect with customers, and look at how big data and new analytic tools are allowing advertisers to fine tune and microtarget their messaging in real time. Our bloggers will also examine the new breed of consumer that, increasingly, rejects interruptive messages and demands that advertising present itself only when invited — and then only if the message offers value. And we’ll look at consumers’ growing involvement in advertising, both as arbiters and creative collaborators. This exploration happens in tandem with our spotlight on advertising in the March issue of HBR.

by Gardiner Morse | blogs.hbr.org
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Download the Social Data Demystification & Best Practice

#Analítica Digital, #IABNet 6 febrero 2013 Dejar un comentario

#SocialData — Demystified! New IABlog post by Patrick Dolan, IAB

IAB’s Data Council just rolled out a new report—Social Data: Demystification & Best Practice—that can give companies and marketers a sturdier starting point for understanding and making better use of this growing mass of information and its power to positively influence millions of people through social amplification.

Social data that haven’t existed in traditional digital media analytic channels (Social Data: Demystification and Best Practice, IAB)

Social Data flows from a million directions. For example, many online marketers are using trackable URLs when posting to social media. These allow you to see exactly where your traffic and customers come from. Another popular social media tool allows you to add a share button wherever you need one on your website—a tool that creates data about who comes to your site, when and why. Of course social media sites themselves also generate masses of social data for you to use. All in all, just like other entities that are growing their online community, we at IAB use Social Data analysis tools, to see where our offerings are strong and to get feedback that helps us reach unexplored audiences. Sigue leyendo →

American Airlines unveils dramatic logo redesign | creativebloq.com

creativebloq.com 17 enero 2013 Dejar un comentario

Creative Bloq

It’s travelled with us across the decades, but suddenly the classic 1960s American Airlines logo is no more. Find out what’s replaced it!

American Airlines has released a dramatic redesign of its logo, which has gone largely unchanged since 1967.

A first look at the new logo

It keeps the main elements of the classic logo (below), designed byVignelli Associates - the red, white and blue colouring, the eagle and the company name – but dramatically reinvents them. The colours are brighter and more modern, and there’s a pared down approach and horizontal flow to the design that seems appropriate for an airline, although the wings remind us more of those on a hang-glider than either an eagle or a passenger jet.

The old logo has been around for decades

American Airlines has also given its planes a brand new look, as shown below. The first planes to sport the new livery are to begin flying in February Sigue leyendo →

Branding & Women By Randal Radic | brandingmagazine.com

brandingmagazine.com 9 enero 2013 Dejar un comentario

According to Forbes and CNN, women make up 50% of the population and control 80% of consumer purchasing decisions. More importantly, women now own 30% of all businesses in the United States, and this number is growing. Women directly control over $7 trillion dollars. By the year 2010, it is predicted that women will control private wealth in the amount of $13 trillion. This fantastic growth in income is changing the face of marketing. Women are being targeted. Charles Schwab, Citibank and Merrill Lynch now have marketing aimed specifically at women.

Although married couples lead the way in home buying, the number two-position is held by single women. Women buy homes. Women invest their money. Women take luxury vacations. Women buy investment properties. Ignoring the affluent female customer is a mistake that no seller can afford to make.

The psychology of affluent female customers is different than that of affluent male customers. Now do not interpret that statement to mean anything more than what it says. For ultimately, affluent men and women purchase luxury goods and services for the same reasons, which will be discussed later. What is different between men and women is the way their brains actually function. Newsweek reported that brain-imaging technology has demonstrated definite distinctions between the functioning of male and female brains. Here are some of the distinctions:

- When asked to think about nothing, women think about the word “nothing.” Men think about sex or sports.
- Men are more adept at reading road maps than women.
- Women are more adept at perceiving emotions in people’s faces.
- Women’s brains are more flexible than men’s brains. Which means that women are better at multi-tasking because they are less channeled into one way of thinking than men. Sigue leyendo →

News and Views on Data-Driven Digital

AdExchanger 2 enero 2013 Dejar un comentario

By David Kaplan

Bill Wise

AdExchanger: News and Views on Data-Driven Digital Advertising

It’s been nearly a year since ad sales workflow systems provider Mediaocean was given the regulatory green lightto form the merger of Mediabank and Donovan Data Systems. While Mediaocean picked up the mantle of both entities’ attempts to bring online media buying methods to traditional TV, Mediaocean CEO Bill Wise tellsAdExchanger that the company is preparing to fully rollout its rebuilt system, starting with a display ad sales tool dubbed Prisma and then circling back around to include all media buying.

AdExchanger: How has Mediaocean’s strategy evolved since the merger?

BILL WISE: When we first announced the merger back in September of 2011, we were very grand about discussing our strategy – we wanted to be “the app store for advertising,” taking on Google, and as the only alternative in terms of ad tech plumbing.

Then, what you saw was us being quiet for the last eight or nine months. That’s been on purpose, because we had a lot of integration work to do. We completely reorganized the business, completely realigned our resources, created three separate divisions within the company, and we internally rebranded all of our products.

In the next couple of weeks we’re going to actually launch the new brands externally. We had five different digital technologies between DDS and Mediabank. We’re completing the entire rewrite and integration of all of those five products into one new digital product, starting with display advertising, called Prisma.

Read the rest of this entry »

Advertising on Social Media via Nielsen

socialmediatoday.com 13 diciembre 2012 Dejar un comentario

The Nielsen 2012 State of Social Media report was released earlier last week. I previously went over the report’s findings about the largest social networks of 2012. The report also contains some interesting information about advertising on social media and what it means for consumers.

Consumer Sentiment towards Social Media Advertising

Nielsen found a surprising statistic about consumer sentiment towards social media advertising. Nearly one-third of users believe that ads on social media sites are more annoying than other ads online. Social media isn’t supposed to be annoying. It’s supposed to be meaningful.

There are a few things this statistic tells me. Number one is social integration. In an attempt to make advertising more social, many social networking sites “hide” advertising within other content. An example of this is promoted trends on Twitter. These ad units are tied into other trends and tweets on Twitter. To some consumers, this might appear to be deceptive. The result is an annoyance and distrust of the brand advertising, when it should in fact be upon the social network.

This number also tells me some businesses aren’t using social media advertising correctly. Many social media platforms offer robust targeting options to their advertising. The goal is to display the right ads to the right people. Many businesses fail at this, and the result is irrelevant and sometimes irritating ads. It becomes frustrating when you see an ad in a language you don’t speak, an area you don’t live in (I’ve had ads for NYC bars in Facebook), and when the ads surely shouldn’t be targeting someone your age. Businesses can avoid this frustration by developing targeting strategies that make sense.

Finally, there is the aspect of spam and quality businesses advertising. For example, I have noticed a big drop in quality brands advertising on Facebook. The more lesser quality businesses advertising on a site, the less likely consumers will find these ads trustworthy and relate able. The result is a drop in engagement and an increase in frustration. It’s up to social media sites to develop ways to increase the quality of ads being served on their own sites.

Consumer Actions after Seeing Social Media Advertising Sigue leyendo →

Riesgos en menores de edad dentro de FaceBook #infografia #infographic #socialmedia

#gabrielcatalano 9 noviembre 2012 Dejar un comentario

See on Scoop.it – Gabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

Una infografía sobre los riesgos en menores de edad dentro de FaceBook.

See on alfredovela.visibli.com

by Victoria Austin | Latest Facebook-comScore Report Touts Benefit of Paid + Earned

Blog.360i.com 2 noviembre 2012 Dejar un comentario

blog.360i.com

Following Facebook’s promising Q3 earnings call last week, the company released a report in conjunction with comScore to emphasize the growing importance of an integrated paid and earned media strategy. [Editor’s note: For more information, read 360i’s report on the same subject.]

Understanding Paid and Earned Reach on Facebook seeks to answer the million-dollar question on the minds of marketers: just how valuable are Facebook fans? This topic has been heavily debated since the fan/Like capability was first featured on Facebook, and while no monetary value can be assigned to a fan, it is clear that social communities – like those on Facebook – are important to brands.

Facebook’s prior study, Power of a Like II (published in June 2012), was designed to determine whether branded social media exposure – including posts published by a brand and ads served by a brand – has an effect on consumer buying behavior.

As a follow-up to that study, this latest whitepaper from Facebook and comScore centers on understanding how paid and earned media can work together to help brands navigate the cluttered Facebook community – and engage both fans and non-fans in the best way possible.

3 Major Findings for Marketers— > Sigue leyendo →

thedrum.com | News in Review

thedrum.com 20 octubre 2012 Dejar un comentario

thedrum.com
MODERN MARKETING & MEDIA

Five things we’d love to see Bond advertise in Skyfall

With Bond set to sip on a Heineken rather than a Martini in the latest film, we take a look at… Read more

Groupon’s UK and Ireland MD and global VP of mobile defend Groupon’s UK offering and discuss future plans

Four years ago discount website Groupon brought daily deals commerce into the mainstream offering… Read more

HSBC puts £400m +++ worldwide advertising business up for review

One of the world’s plum advertising accounts, with a spend of £400 million when it last changed hands in 2004, is up for grabs. British-based HSBC, the world’s third largest bank, has confirmed that it is conducting a review of its … Read more

Court lifts ban on naming Jeremy Forrest following challenge from ten media organisations

The decision to ban the media from naming Jeremy Forrest, who is appearing in court on child abduction charges, has been overturned by Hastings magistrate court after ten media organisations came together to challenge the order. … Read more

Brands running prize promotions could face criminal prosecution following new ruling from ECJ

The European Court of Justice recently ruled that competitions that require winners to incur costs to claim their prize are illegal, however Nick Johnson, a marketing law specialists, has called for urgent clarification of the new ruling which… Read more

7digital announced as official downloads partner for BlackBerry 10

Research in Motion has partnered with 7digital to become the official music downloads service to the BlackBerry 10. … Read more

Mayor Bloomberg raps both candidates but may endorse one

OPINION: US ELECTION

New York’s billionaire mayor Michael Bloomberg has endorsed neither candidate so far in the presidential race but in the New York Times… Read more

YouTube launches ‘Campaigns’ tool to help charities increase support

YouTube has launched a new tool as part of its Nonprofit Program which has allowed organisations to create campaigns, track their progress, set goals like increased views or subscribers, and accept contributions. … Read more

video

New social media platform Pheed is launched but fails to receive a warm welcome from Twitter

New social media site Pheed has been launched this week, however rival Twitter has blocked its access and connect options as the site used ‘auto-tweets’ to promote the launch. … Read more

Wall Street Journal launches Korean News site as part of global expansion plans

Wall Street Journal has launched a local language edition in Korea as part of the latest development in its ‘WSJ Everywhere’ strategy, which drives the franchise’s development across new geographies, platforms and devices. … Read more

Digital advertising: dream big, deliver bigger

OPINION: GUEST COLUMNISTS

I’ll share a guilty pleasure that few people outside digital advertising will understand: with the release of every new cutting-edge… Read more

Flora Cuisine set to launch cookbook for Facebook fans with TMW

Flora Cuisine is set to unveil a cookbook to reward its Facebook fans and create further engagement around the product. … Read more

Grown-ups turn into giant toys in new Ikea ad

Ikea is launching a new television advert in which children see adults as giant toys. … Read more

White Label Media will handle PR and social media for the marketing technology provider

Digilant selects White Label Media for PR and social media activity

Provider of marketing technology and real-time bidding specialist, Digilant has announced the appointment of White Label Media to handle its PR and social media activity in the UK. … Read more

Why the Mission Marketing Group is one to watch

OPINION: MERGERS AND ACQUISITIONS

Last week we wrote about the Mission Marketing Group’s acquisition of social agency Addiction – well, they’re at it again. At the end of… Read more

Elmwood wins Cream Yorkshire Grand Prix

Leeds agency Elmwood has won the Grand Prix at this year’s Cream Yorkshire Awards with its design for the People Can charity. … Read more

Havas Worldwide Amsterdam and MediaMonks kick off ‘Freo Loan League’ rewarding PSV Eindhoven fans

Havas Worldwide Amsterdam and MediaMonks Amsterdam have collaborated on the ‘Freo Loan League’ campaign which rewards the club’s 1.4 million fans by giving them the chance to borrow 100 PSV-related items from across the club. … Read more

Duracell and the Energy Savings Trust create online video to encourage consumers to maximise battery power

In a bid to urge consumers to maximise power use from their batteries Duracell, along with the Energy Savings Trust, has released an online video to showcase just how much battery power goes to waste. …
video

As Nike claims it was ‘misled’ by Lance Armstrong, do sponsors have a case for fraud?

OPINION: GUEST COLUMNISTS

Ben Griffin of the Fraud & Risk Services team at national law firm Cobbetts LLP considers whether sporting cheats could not only expose… Read more

IAB: A Global Network

IAB 17 octubre 2012 Dejar un comentario

Competition for consumers’ hearts and minds is no longer bounded by geographic frontiers – digital marketing, news, entertainment, and content are all global. The new-media marketplace naturally bleeds across frontiers, often with knee-high barriers to entry. But succeeding in this widely varied and vast arena will not be as easy.

Nearly all major digital companies are by their nature already global. Start-ups, lately, are adding an international dimension to their efforts sooner in their life cycle than ever before. It is our intention that through our collaboration, all IABs will help their members become digital influencers worldwide.

IABs from around the world: