Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »
It’s no surprise that the consumer magazine industry is struggling to secure Ad pages and keep their publications vibrant. But how many of you know that a fair amount of the well-known publishers such as Hearst, Time Inc., Bonnier and Meredith, have line extensions that are revenue generators for their brands? Are the publishers really… Continue reading »
AppLift CEO Tim Koschella tells WIT Strategy Partner Bill Brazell that automation, native ads and video ads are all increasingly important to the mobile-app business. AppLift uses advertising to help app makers launch their apps, convert visitors into buyers, and then remind them of the app so they keep using it. Music: “Morning Rays” by… Continue reading »
Programmatic creative company Thunder CEO Victor Wong tells WIT Strategy Partner Bill Brazell that programmatic technology finds the right people, but doesn’t always deliver the right message. Procter & Gamble and others question programmatic’s promise. Wong says the real problem is a widespread failure to customize ads. Music: “Morning Rays” by Jim Duffy. Used with… Continue reading »
If you’re marketing to the ultra-rich, don’t expect much of the market research conducted against “affluents” to be much help. Occasionally, a marketer will be called upon to find ways to reach the not-merely-rich set. Not the folks considering a Maserati automobile or a Rolex watch, but the kinds of people who might consider purchasing… Continue reading »
AudienceXpress President Walt Horstman tells WIT Strategy Partner Bill Brazell that AudienceXpress, which was recently acquired by Comcast, is now announcing two major advances in its programmatic-TV platform: (1) An industry-first API that enables demand-side partners to partner with their platform; and (2) A self-serve user interface that enables agency partners to login, build their… Continue reading »
When I was a kid, I programmed my Commodore 64 to pick lottery numbers for my Dad. Sounds easy, but I wrote a flexible program that could pick numbers for the daily numbers or Lotto (in its 40, 48 and 54 iterations) and it picked numbers without repeats. It took me a few hours to… Continue reading »
STAQ CEO and Cofounder James Curran explains why he created a system that automates the collection and aggregation of reporting and line-item information for publishers and marketers, how STAQ cooperates with other systems, and the operational nightmare that can result from the new focus on viewability.
Varick Media Management VP of Product Strategy Jim Caruso explains that ‘transparency’ has become a loaded word, why value may be a more important goal — and describes recent progress in programmatic TV and native.
Chip Meyers is currently the CEO at ReactX, an ad firm that enables the programmatic buying and selling of high impact, large canvas type ads in RTB platforms. Meyers brings previous experience from Demand Media, where he was the GM. The Makegood recently spoke with Meyers about the reveal of buy side capabilities. The Makegood: Congratulations… Continue reading »