Advertising

The term "big data" has become quite prevalent in the marketing world lately. In a previous Central Desktop article, I examined the notion of big data and how it pertains to how brands and agencies work today. We started with a simple definition of big data. In our marketing world, big data describes the plethora of information we have accumulated through the monitoring of consumers as they browse, socialize, search and purchase online. Every time a person visits a website, a cookie is dropped within their browser. Every time a person responds to a call-to-action from a landing page, data from the form they filled out is captured. That's just a small example of big data's makeup. Dan Zarrella, HubSpot's social media scientist, told me a little bit more about the kinds of data that are important to marketers and agencies - and how marketers and agencies should be using that data. More...

The annual conference offers multiple formats for attendees to get their marketing challenges addressed and build relationships with industry luminaries SES Toronto 2013 TORONTO - SES Conference & Expo, the leading online and integrated marketing event series, announced today that online marketing and advertising professionals who attend this year’s SES Toronto Conference, June 12-14, 2013 at the Toronto Marriot Downtown Eaton Centre, will be able to participate in the popular “Meet the Experts Roundtable Forum.” This forum facilitates face-to-face interaction and discussion with industry thought leaders and leading practitioners. Attendees will also be able to hear these industry luminaries speak throughout two morning keynotes, 30+ conference sessions, theater presentations and express clinics on the Sponsor Showcase floor, and 4 ClickZ Academy onsite training workshops. “The ‘Meet the Experts Roundtable Forum’ has become one of the most popular parts of the SES conference program” Each roundtable discussion is led by 2 featured experts, with a total of 10 different key topics from which to choose. Some of the most popular topics include: Link Building, Content Marketing, PPC for Ecommerce, Video Optimization, Maximizing Mobile Marketing, and Social Media Optimization, and more. “The ‘Meet the Experts Roundtable Forum’ has become one of the most popular parts of the SES conference program,” said Mike Grehan, Group Publishing Director at Incisive Media. “In these informal roundtable discussions, SES Speakers are ready and willing to share their knowledge and expertise with conference attendees,” adds Grehan. “Attendees simply pull up a chair, take a seat and put forth their most challenging questions to the experts. What better way to get answers they need to hone their marketing campaigns?” Grehan concluded, “Attendees can also move freely between different roundtables to make sure they get the most out of the session. After the Thursday, June 13th ‘Meet the Experts Roundtable Forum,’ they can take their conversation and new contacts to our drinks.” About SES Toronto The SES Toronto conference includes informative presentations and panels, intensive training workshops, and a Sponsor Showcase floor. Each day is choreographed to leave plenty of time for networking opportunities with industry associates. Its real-time case studies provide attendees with best-practice knowledge that can be immediately applied to their marketing programs, and its classroom-style learning offers a high degree of interactivity. The SES Toronto conference agenda, programmed by the SES Advisory Board, is designed to help online professionals with up-to-date marketing strategies and best practices. This year, specific consideration has been given to mobile marketing, Big Data, Web analytics, Email marketing, Display advertising, Content marketing, and e-Commerce. Visit http://sesconference.com/toronto/ for more information. About Incisive Media Incisive Media’s SES Conference & Expo is a leading global conference and training series focused on educating today’s digital marketing and advertising professionals. The SES sister brands include ClickZ, the provider of digital marketing news, information, commentary, advice, opinion, and research and Search Engine Watch, which covers news and information about search and analysis of the search engine industry, and offers tools for improving search marketing effectiveness. Incisive Media is one of the world’s leading business-to-business (B2B) information providers, serving a wide range of financial, business technology and professional services markets globally. The company aims to bring product provider and purchaser business communities together using all the varied platforms available to a modern information business. Whether communicating online, in print or in person, Incisive Media prides itself on its entrepreneurial culture, creating market-leading products for the industries it serves

Advertising Agency: Talent Propaganda, Sao Paulo, Brazil Chief Creative Officer: Joao Livi Creative Director: Alexandre Nego Lee, Rodrigo Bombana Art Director: Bruno Trad Copywriter: Ligia Mendes Account Manager: Marcel Bonzo, Eliana Ricci Media Planner: Mauricio Almeida, Paulo Stephan Production Company: Fuba Filmes Editor: Tulio Galvao Sound Company: Sound Design Sound Producer: Tony Berchmans, Sergio Villaça

CHALLENGE. Zero budget to promote “the Lost World Cup”, mockumentary about the 1942 World Cup which never took place because of World War II. STRATEGY. We artificially generated the news to start debating the championship’s existence. To avoid being uncovered, we set the news far, geographically and culturally. During a Japanese quiz show, Katsuro Matsuda loses 100 million yen. Question: “Where did the 1942 World Cup take place? Answer: “Patagonia”. Wrong! The anchorwoman stated the championship never took place, provoking Katsuro’s protest. RESULTS. More than 200,000 views in ten days. Movie sold to RAI in Italy, and many other Countries. Advertising Agency: TBWA, Rome, Italy Agency website: http://www.tbwa.it Executive Creative Director: Geo Ceccarelli Creative Director: Fabrizio Caperna Art Director: Luca Boncompagni, Matteo Desogus Copywriter: Arnaldo Funaro Producer: Marco Vignale

New video capability is powered by unique retailer, manufacturer and e-commerce data BOSTON - OwnerIQ, the inventor of Path to Purchase Media, has announced the launch of its new pre-roll product, which will enable advertisers to target shoppers from specific premium retailers and other top e-commerce websites with pre-roll impressions as they browse the web. “Brands spend millions of dollars on national and local TV advertising to support their retail channel” OwnerIQ’s unique targeting solutions enable advertisers to target online ad messages to consumers based on the products and brands that they are browsing on e-commerce and transactional websites. Early last year, the company launched its Retailer Branded Audience product, a targeting solution comprised of the website audiences of specific premium retailers – giving brands a unique way to drive sell-through in their retail channel with their online ad dollars. Through its in-house demand-side platform, OPTMS, OwnerIQ is now able to combine pre-roll inventory with targeting data based on consumers’ browsing behavior on their retail partners’ websites. OwnerIQ believes this will be a game changer for many of their brand advertisers that sell products through retail. “Sight, sound and motion is still one of the most effective methods to deliver a brand message to consumers,” said OwnerIQ CEO and Cofounder Jay Habegger. “Today, brands that deploy video assets, whether through TV or digital, to support their retail channel have limited targeting options. We are offering these brands a way to get their video ad in front of consumers who have explicitly identified themselves as a shopper of a specific retailer.” In addition to online video buyers, Nick Vallante, Media Director at Carat thinks these types of solutions will be attractive to TV buyers as well. “Brands spend millions of dollars on national and local TV advertising to support their retail channel,” said Vallante. “While it is still an effective medium, it can be very expensive and have a notable percentage of waste due to its targeting limits. Solutions like OwnerIQ’s pre-roll product are interesting because they can be a very efficient way to extend the reach of our TV campaigns against our retailers’ customers, making it a good complement to our TV buys.” Habegger says that the company’s OPTMS platform is integrated with the major video inventory platforms, which gives it access to approximately 90% of all pre-roll inventory available via RTB (real-time bidding) in the US and Canada. This story appeared first in the E-Commerce Times. About OwnerIQ OwnerIQ is pioneering the concept of Path to Purchase Media. They transform consumers’ interactions with products and brands along the path to purchase into powerful new online advertising solutions and marketing channels. The companies’ Path to Purchase targeting solutions are powered by their unique data and technology. Their data is directly sourced from over 300 data partners comprised of some of the most popular websites used by consumers along the path to purchase: Retailers, Manufacturers, Price Comparison Engines, Coupon Websites, and Product Support Sites. OwnerIQ’s technology was designed specifically to maximize the performance of their unique Path to Purchase data in the world of programmatic buying. CoEx is their data management platform (DMP) which tags and catalogues over 1 billion consumer product and brand interactions per month. OPTMS is their demand side platform (DSP) which is integrated with every major inventory pool – seeing billions of pre-filtered advertising opportunities via real-time bid (RTB) daily. Related articles: Joost Media Debuts j-Roll, Its New, Multi-Functional Interactive Pre-Roll Video Product SANTA MONICA, Calif. – Joost Media, a digital brand solutions... YuMe Launches New Standard in Pre-Roll; Incorporates Social and Interactivity to Increase Audience Engagement Company Offers Portfolio of Interactive Ads fo

ADOTAS – For brand managers and marketers, the Internet has presented a rapid series of opportunities and challenges. First came the growth of websites, which took consumer attention from traditional media and eventually attracted an increasing percentage of media budgets. Next came a tidal wave of social media outlets like Twitter, Facebook and Google+ that have made the world smaller and changed the way news and information is transmitted and consumed. TVs and computers are now taking a backseat to, or simply being replaced by, tablets and mobile devices that are critical not only for communication but for storing personal data, pictures, apps, music, movies, videos and more. To complicate things even further, the Internet is about to undergo massive change to its basic infrastructure. Specifically, the limited number of top-level domains (TLDs) that have existed to this point, like .com, .net, .edu and .gov, host more than 75% of all the registered domains and websites on the Internet, are about to get a healthy dose of competition.  By this time next year, there will be as many as 1,400 new TLDs, including everything from brands like .apple, .google, and .citibank, to more generic terms like .ski, .surf, .web, .green, etc. And this is just the beginning, as the International Corporation for Assigned Names and Numbers (ICANN), the entity that runs the Internet as we know it, has decided that there will be further rounds of applicants for new TLDs in the future. The new era of branded registries and generic domain registries will be arriving imminently. However, most consumers and many companies have no idea that any of this is happening. According to recent research approximately 22% of all U.S. adults are unaware of the new TLDs on the way. Among those companies that are aware of the new TLD shakeup, many are taking a cautious wait-and-see approach to see if consumers like the new TLDs and whether it is a market worth getting into. Why not just dive in? Well, the cost of applying for a TLD and operating it is not cheap: over $185,000 to start. Applicants also need several million dollars in the bank (as per ICANN requirements) and to be able to show ICANN that they can in fact operate a domain registry in a competent manner without compromising the stability of the Internet. Further, for many companies, there may be limited upside to owning a registry, and having to undertake the daily administration it would require might be too much for many companies to control in-house. Worse yet, the administration could potentially become a distraction from the organization’s core mission. The companies that are jumping into this space are already fully engaged in plans to either 1) own a .brand to exploit a known trademark; or 2) apply for a generic registry in the hope of capitalizing on the public’s association with a common term as well as the advantage that can come from early adoption. One company, Donuts Inc., has applied to own over 200 generic registries including names like .doctor, .school and .financial. So, if you are a brand manager or marketing exec, what should you do? Well, that depends on the brand. If your job is to explore new markets and be a creative fireplug for a cutting-edge company that relies on the web for consumers, it’s time to get creative and at least consider the future of your brands in the new-expanding Internet. Start to Plan: Big brands are doing it, you should be planning to as well. Start the process of considering what it might mean to your brand(s) to have a .brand TLD, and how it might enhance your customers’ experience. Know The Competitive Landscape: Are your competitors applying for .brand TLDs or ownership of a generic TLD? If so, you need to keep up with their plans and track their application through the ICANN review. Risk Analysis: Is there more or less risk in entering the space? What are the benefits/risks to your brands? If a competitor is creating a .brand and plans to give

I'm not sure which is more disturbing—the hirsute images that adorn the Beardvertising site from Kentucky ad agency Cornett-IMS, or creative Whit Hiler's use of the work "mancessory" to describe such facial hair. You might recall Hiler from past wacky ventures such as conquering Reddit with fake fliers (including a meetup to recreate scenes from Human Centipede—"Guys only") and crafting a tourism campaign that was presumably too "kick-ass" for the Bluegrass State. Here's his latest pitch: "Do you wanna get paid for having an epic beard? Of course you do. Join the world's first Beardvertising network. Get paid. It's simple—turn your beard into a business. Just like Duck Dynasty. Hang a BeardBoard (Patent Pending) in your beard. Sit back and get paid up to $5 per day." So far, A&W Restaurants and Eagle One Automotive have slapped their messages on Beardvertising mini-billboard clips. Maybe Schick, Gillette, Old Spice and DollarShaveClub.com should join in to cut through the clutter and care out some unique ad space.

Ziff Davis's acquisition of tech blog network NetShelter is part of a continuing strategy to expand its vertical content for IT pros and young men. Ziff Davis has been a serial acquirer since former Time Inc. digital chief Vivek Shah took over the company as CEO with investment assistance from PE firm Great Hill Partners nearly three years [...]

ADOTAS (via WordStream) — Here’s why I think Yahoo is smart to buy Tumblr for $1.1B: Display ads are way under-valued. We published research last year (research that google asked me to remove) showing display ads out-perform search ads in certain industries like travel and automotive, and are close behind in most other industries. It’s because the display ad targeting is getting so much smarter and because search ads aren’t exactly cheap. Mobile ads are way under-valued. We’re seeing from our clients that calls generated from mobile are 4x more likely to convert to sale/order than a desktop user filling out a “contact us” form. Now there are “click to call” display ads being served up to mobile users. Our view is that mobile ad clicks (and calls) will cost more than desktop clicks in the next 6-12 months. Read More ... Subscribe to the free Adotas.com Newsletter

Programmatic buying is the not-so-new, technology-based form of ad buying that’s changing the game for online advertising. Advertisers have adopted programmatic buying in droves (in the form of RTB or otherwise), because it’s faster, easier, and more efficient. Publishers, however, have largely been hesitant to get on board with programmatic buying — some for better reasons than others. Here’s a look at how programmatic is changing the landscape, and why advertisers and publishers aren’t always aligned when it comes to programmatic: Why Programmatic Is Changing Everything Seventy percent of advertisers are currently using programmatic buying as part of their media-buying plan, and three-quarters of those currently using it plan to increase the percentage of their spend dedicated to programmatic over the next year. This shift is happening for a reason: programmatic buying makes media planning easier and more efficient. As the programmatic ecosystem expands and matures, the benefits for advertisers continue to expand. Programmatic advertising has removed the lengthy, cumbersome process that’s required to complete a direct ad sale online. Not only is programmatic efficient, it’s opened the doors for robust audience-targeting data that can allow advertisers to truly hone in on the precise audience that’s most valuable to them. Each impression can be layered with valuable data that lets the advertiser make the most of every impression. Through both efficiency gains and the layering of valuable audience data, programmatic lets advertisers get more from less. The Publisher’s Dilemma The benefit to advertisers are obvious, but what about publishers? For some publishers, real-time bidding is a great way to monetize a chunk of their inventory, or in some cases, all of their inventory. (To be clear, real-time bidding or RTB is a form of programmatic buying, but not all programmatic buying is RTB). RTB lets publishers automatically sell inventory without sales resources, RFPS, or IOs. Everything is automatic, so the overhead for the publisher is minimal. For some publishers, this is the most efficient way to monetize all their inventory. For many large publishers with expansive inventory, this is the best way to monetize a subset of inventory that isn’t sold directly. Inventory that may previously have gone unsold can be added to networks or exchanges and can earn incremental revenue for the publisher where previously they may not have earned anything. On the other hand, RTB can have a downside for the supply side. RTB impressions tend to be relatively low priced, so even without the overhead the publisher can sometimes end up earning less money from RTB than from direct sales. Because RTB is often associated with remnant inventory, publishers with strong name recognition who rely on direct sales are sometimes hesitant to use RTB to sell any of their inventory for fear that it could harm their brand value. In some cases, there is a fundamental misalignment between what advertisers want and what publishers need to sustain their business. Programmatic buying has changed media-buying forever, and there’s certainly no turning back now. The increased efficiency brought to the ecosystem can benefit publishers as well as advertisers, as long as the needs of both groups are met. Related articles: Xaxis Introduces Xaxis Premium Programmatic Buying Solution to Canadian Market Product Provides Advertisers with Unparalleled Access to Premium, Brand-Safe Inventory... Triton Digital Introduces a2x, the First Audience-Based Programmatic Buying Solution for Online Audio Ad Exchange Delivers Real-Time Bidding Capabilities for Online and Mobile... OpenX & Digiday Research Finds Programmatic Trading of Premium Inventory Accelerating Swiftly, Set to Fuel Further Rapid Transformation of Digital Advertising Sector Programmatic + Premium white paper reveals significant enthusias