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 »
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 »
Semcasting Founder and CEO Ray Kingman tells WIT Strategy Partner Bill Brazell that marketers face new challenges reaching people on multiple screens. Kingman explains that Semcasting’s Mobile Footprints — announced today — addresses this challenge by combining IP targeting with geofencing. Music: “Morning Rays” by Jim Duffy. Used with permission.
When have walled gardens ever been good for digital advertising? As an industry, we are doomed to repeat our history with walled gardens because we haven’t learned from it sufficiently. The truth is that most ad-supported walled gardens end up dying after marketers struggle to measure them and either can’t come to any meaningful conclusion… 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 agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization. That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »
By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »
GDM Group Chief Revenue Officer Mark Hassin tells WIT Strategy Partner Bill Brazell that marketers today find it difficult to work with multiple vendors toward widely varying KPIs — so ClickDealer and MobAir merged to form GDM Group, giving marketers a unified platform. Hassin said GDM Group’s international footprint — its employees speak 11 languages… Continue reading »
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.
Nudge Cofounder and CEO Ben Young tells WIT Strategy Partner Bill Brazell that measuring the effectiveness of online marketing content is tricky. Moreover, contrary to conventional wisdom, many consumers prefer longer content. Young also describes an American business quirk that surprised him when he moved to NYC from New Zealand. Music: “Morning Rays” by Jim… Continue reading »