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This category contains 17 posts

Surviving Shifts in ROI Modeling

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 »

New Arenas of Magazine Ad Revenue

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 »

People of Ad Tech: AerServ COO Andrew Gerhart

AerServ COO Andrew Gerhart tells WIT Strategy Partner Bill Brazell that in a mobile environment, an advertiser has to connect with audiences immediately — which means more efficient creative. Gerhart explains that in addition to viewability, advertisers are starting to demand audibility — data showing that their ad was heard — and suggests that the… Continue reading »

People of Ad Tech: Aki Technologies CEO Scott Swanson

Aki Technologies CEO Scott Swanson tells WIT Strategy Partner Bill Brazell that Aki was able recently to raise $3.75 million because it targets users based on “ad receptivity” — that is, on the kind of moment they’re probably having. Swanson says too few ad campaigns offer enough creatives to reach people appropriately. Music: “Morning Rays”… Continue reading »

People of Ad Tech: Thunder CEO Victor Wong

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 »

People of Ad Tech: Smart AdServer CMO Corey Kronengold

Smart AdServer CMO Corey Kronengold tells WIT Strategy Partner Bill Brazell that a recent Google announcement — that it will downgrade the search ranking of mobile sites that use “intrusive interstitials” — represents an abuse of power by the search giant. Kronengold argues that it’s simply not Google’s place to tell publishers how to generate… Continue reading »

People of Ad Tech: Grapevine CEO Brendan Lattrell

Grapevine Founder and CEO Brendan Lattrell tells WIT Strategy Partner Bill Brazell that he left his job as a TV producer when he saw YouTube videos garnering more viewers than TV shows. Lattrell sees Influencer Marketing as the best solution to ad blocking and falling ratings. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: ConvertMedia President Chris Scott

ConvertMedia President and CRO Chris Scott tells WIT Strategy Partner Bill Brazell what it will take to move TV budgets to digital. Moreover, alarmed by the rapid rise in ad blocking, Scott urges publishers and advertisers to work together to improve the online experience so that fewer members of the public block ads. Music: “Morning… Continue reading »

People of Ad Tech: Sublime Skinz COO Jerem Febvre

Sublime Skinz COO and Cofounder Jerem Febvre tells WIT Strategy Partner Bill Brazell that many display ads fail because they are never seen — and many that are seen, annoy. In response, Sublime Skinz developed a method of wrapping ads around the content, at scale. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Netseer’s Dennis Clerke

Netseer President of Monetization Dennis Clerke tells WIT Strategy Partner Bill Brazell that visual content is the new currency of communication. People take fewer than 200 milliseconds to decide whether or not an image interests them. Four billion photographers in 2015 captured 1.2 trillion photos on their phones. Snapchat and Whatsapp are just two successful… Continue reading »

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