Advertising Technology

This category contains 462 posts

There’s No Humor In Ignorance

By: Tom Hespos It’s been almost a week since Facebook CEO Mark Zuckerberg wrapped up his testimony on Capitol Hill, and digital advertising still doesn’t get it. I know. Congressional testimony began to mimic those awkward moments when you have to explain modern technology to your hopelessly lost elderly relatives. Yes, it was painful for… Continue reading »

The Power of Modern In-Store Testing

By: Tom Hespos Q: How much do we need to spend in digital to get a gauge on sales lift? A: An investment of $300,000 over three months. Just a few years ago, whether a CPG or OTC product could get an idea of what digital display advertising could do for its off-the-shelf sales, was… Continue reading »

The Shifting Role of Print

By: Lynnsey Rijos and Amanda Fiore Print media has been around for decades and was once the primary source of advertising for marketers, especially in certain industries. In the world of pharma, print is a trusted and effective channel to reach Healthcare Professionals (HCPs) in the right place, at the right time. Print media was,… Continue reading »

The Three Biggest Lies of Hypertargeted Digital Campaigns

By: Tom Hespos With the digital ad industry’s pivot to programmatic ad buying, you’re probably deluged by a sea of potential programs for your brand, many indistinguishable from the another. The key to the “me too” syndrome that permeates the latest group of targeted programs is the data used to focus the program’s working media.… Continue reading »

Strategic Business Challenge: Mobile Posse’s Adrian Velthuis

Mobile Posse CRO Adrian Velthuis tells WIT Strategy Partner Bill Brazell that one of the biggest challenges his business has faced is fighting malvertising — the insertion of fraudulent ads into the ecosystem. After describing their successful efforts against this scourge, Velthuis, a lover of economics, offers a suggestion regarding the Federal Reserve.

The Fix: @Sense

The Fix: @Sense by Dave Ruppel PowerPoint presentations. You get them at every reporting meeting. One per month. Really, it’s more like 4 per month. With your current media campaign, you have 4 different partners all responsible for different pieces: one for display, one for search, another handling social, and a fourth responsible for a… Continue reading »

The Conference Effect

In the US alone, more than 6,000 medical conferences will be taking place this year. That’s 6,000 opportunities for pharma advertisers to get their brand in front of eager physicians, who are making the choice to travel from coast to coast, all in the name of education. Medical conferences have a unique role, in that… Continue reading »

Dismantling Conspiracy Theories About Voice Data and Targeted Ads

I can’t go a week without hearing about how some acquaintance of mine believes his devices are listening to him and using voice data to send targeted ads his way. In the days before walled gardens and closed ad platforms, an ad targeting expert would have had little trouble convincing someone of the possibility that… Continue reading »

People of Ad Tech: Robert Daniel

Executive Robert Daniel tells WIT Strategy Partner Bill Brazell that transparency (in the kinds of data being sold and the fees being charged) and verification (of billing accuracy) will both surge in the year ahead. Arguing that talk about the Google-Facebook duopoly is overdone, Daniels says there’s still a lot of room for growth for… Continue reading »

People of Ad Tech: Mediasmart CEO Noelia Amoedo

Mediasmart CEO and Cofounder Noelia Amoedo tells WIT Strategy Partner Bill Brazell that poor measurement practices have led some media buyers to conclude — wrongly — that mobile advertising doesn’t work. Mediasmart trusts Smart and others to ensure a quality ecosystem. Music: “Morning Rays” by Jim Duffy. Used with permission.

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