Events
Event Date Location

OMMA Display In LA

07/22/2014 - 07/24/2014 Los Angeles CA

OMMA Audience Targeting

07/23/2014 Los Angeles CA

OMMA Audience Targeting

07/23/2014 Los Angeles CA

OMMA Audience Targeting @ Advertising Week

07/23/2014 Los Angeles CA

Small Agency Conference & Awards

07/23/2014 - 07/24/2014 Austin TX

Strategic Advertising Sales Training 

07/23/2014 - 07/24/2014 Los Angeles CA

OMMA RTB Real-Time Buying

07/24/2014 Los Angeles CA

CIO Perspectives Boston 

08/06/2014 Boston MA

IT Roadmap Conference & Expo

08/06/2014 New York NY

OMMA mCommerce

08/07/2014 New York New York

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Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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One in ten digital ads is fake

Warc

More than one in ten ad impressions is fraudulent, but fraud rates vary widely between verticals and reflect their media buying preferences, according to a new report.

The Q2 2014 Media Quality Report from Integral Ad Science, the digital advertising intelligence business, was based on information from the ad tech companies, exchanges and agencies it works with. It found that, overall, 11.5% of ad impressions were fraudulent.

Technology and retail companies suffered from the largest amount of fraud, 17% and 14% respectively, while consumer packaged goods (6%) and telecoms (6%) were least affected. The report suggested the difference was attributable to the ways in which the various verticals bought media.

Those with lower fraud rates were more likely to buy directly from publishers, where just 3.5% of impressions were fake. Higher fraud rates were evident on exchanges (16.5%) and ad networks (10.5%).

“Certainly the direct-response-type advertisers or verticals will look to leverage as much scale as they can,” David Hahn, Integral’s SVP of product, told Ad Exchanger. “That introduces some of the additional risks you might not find if you’re doing smaller scale campaigns purely on publisher direct.”

Other verticals afflicted with higher rates of fraud included automotive (12%), fashion (12%) and education (11.5%).

A mid-range group was comprised of entertainment (8%), pharmaceuticals (9%), insurance (10%), travel 11% and finance (11%). Others at the lower end included quick-service restaurants (6.5%) and energy (7.5%).

As well as fraud, Integral looked at related issues such as viewability and brand safety. Once again buying direct from publishers yielded the best results: more than half (55.5%) of inventory purchased this way was regarded as viewable, while ad networks (45.9%) and exchanges (45.3%) performed less well.

Similarly, buying direct was more likely to produce brand-safe inventory. Just 6.2% of inventory here was classified with a moderate to very high risk, far less than exchanges (9.6%) and ad networks (10.1%).

The report had found no significant change in brand safety levels, but said risky impressions most often landed on adult content (41.8%), reflecting the sheer volume of such material on the web and the traffic it receives.

Sites about drugs (17%), hate speech (13.9%) and illegal downloads (13.4%) were also flagged as high-risk locations.

Digital marketing budgets will grow

Warc

More than three-quarters of senior marketers in Asia-Pacific think digital, mobile and analytics will change the face of the industry over the next five years, a recent survey has revealed.

According to the regional segment of Accenture’s global study of 600 CMOs in 11 countries, 39% of its 180 APAC participants also expect spending on digital to account for over 75% of their marketing budgets over the same period.

But even though another 42% forecast that their marketing spend on digital will increase by more than 5% next year, only 23% expect their company to be known as a digital business within five years, Campaign Asia reported.

This prompted Accenture to warn industry practitioners that they need to embrace digital in order to survive.

“To be part of the enterprise digital transformation that every business needs to undertake for survival, CMOs need to extend their vision of marketing and its scope,” the report said.

Patricio De Matteis, managing director of Accenture Interactive for APAC, urged marketers to make best use of digital opportunities while also taking account of the customer experience.

“Senior marketing executives are well positioned to assume this role because the opportunities, as well as the potential, lie in the customer, the brand, the interface with the customer and how the customer is empowered,” he said.

He noted that an increasing number of companies are now hiring staff specifically to manage the customer experience and said “the key to success” is in developing an effective omnichannel experience.

This would appear to be an area requiring improvement because nearly three-quarters (73%) of the survey respondents believe it’s “essential” to deliver an effective customer experience, yet only 61% think their company is doing this well.

Sponsored content is the holy grail of digital publishing. But does it work?

Fortune

People feel deceived when they realize an article or video is sponsored by a brand, and believe it hurts the digital publisher’s credibility, according to a study.

In recent years, a debate has raged on among publishing and advertising industry insiders over “sponsored content”—more recently called “native advertising” and once known as “advertorial”—the sort of advertising that looks very much like editorial content but is, in fact, directly paid for by an advertiser.

The approach has been embraced by newer digital ventures such as BuzzFeed and new digital efforts for very old publications like Forbes and The Atlantic. Industry peers watched and discussed: Is it deceptive? Is it ethical? Does it even work?

Whatever the answers, there’s no denying that the approach is suddenly in vogue. Storied news organizations such as the Washington Post, Wall Street Journal and New York Times  NYT  have since taken the native plunge. (Fortune has also decided to engage in the practice.) Last year, advertisers spent $2.4 billion on native ads, a 77% jump over 2012. That same year, the Post’s CRO called native ads “a spiritual journey.” (Really.)

Native ads may be popular with publishers, but consumers are not in love, according to a new survey conducted by Contently, a startup that connects brands with writers who then create sponsored content. (Yes, the survey runs counter to Contently’s mission; more on that in a moment.)

Two-thirds of the survey’s respondents said they felt deceived when they realized an article or video was sponsored by a brand. Just over half said they didn’t trust branded content, regardless of what it was about. Fifty-nine percent said they believe that a news site that runs sponsored content loses credibility—although they also said they view branded content as slightly more trustworthy than Fox News.

Publishers and advertisers tend to respond to concerns of confusion or credibility with the same response: “It’s clearly labeled!” Simple disclosure solves all conflicts, they suggest. Readers are smart enough to figure it out, and critics don’t give them enough credit.

To wit: “They get the drill,” said Lewis Dvorkin, the True/Slant founder who led the massive expansion of the Forbes contributor network and its sponsored BrandVoice program, at an event last year. Likewise, Times publisher Arthur Sulzberger Jr. has said the native ads on the newspaper’s website are clearly labeled to ensure there are no doubts about “what is Times journalism and what is advertising.”

But Contently’s findings, based on a survey of 542 people, throw cold water on the notion that readers “get the drill.” According to the study, readers are confused about what “sponsored” even means: When they see the label “Sponsored Content,” half of them think it means that a sponsor paid for and influenced the article. One-fifth of them think the content is produced by an editorial team but “a sponsor’s money allowed it to happen.” Eighteen percent think the sponsor merely paid for its name to be next to the article. Thirteen percent think it means the sponsor actually wrote the article. Even the U.S. Federal Trade Commission is perplexed; a panel on native advertising last year “raised more questions than it answered.”

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IDG Tech Marketing Priorities Survey

Screen Shot 2014 07 16 at 10.35.17 AM IDG Tech Marketing Priorities Survey

Welcome to IDG’s Tech Marketing Priorities Survey. We are conducting this survey of senior marketing leaders to provide better insight into the state of marketing among technology marketers.Your answers are confidential and will be used only in combination with other survey respondents. The survey will take 15-20 minutes to complete.  As a thank you for completing the survey, we will send you an executive summary of the research results so you can see how your company’s marketing priorities align with those of your peers. In addition, we will send the first 200 respondents a $20 Amazon.com gift card. Thank you in advance for your participation.  Your opinion is extremely important to us and we appreciate your time.

To participate, simply click here or copy and paste the following URL into your browser:

http://survey.researchresults.com/survey/selfserve/53b/s0064076?list=4

Global Ad Spending Growth to Double This Year

eMarketer

Advertisers worldwide will spend $545.40 billion on paid media in 2014, according to new figures from eMarketer. Total media ad spending will increase 5.7%, eMarketer projects, more than doubling its growth rate of 2.6% from a year ago.

174740 Global Ad Spending Growth to Double This Year

Several factors will drive this year’s growth in total media ad spending—not only the worldwide advertising frenzies attached to the FIFA World Cup and, to a lesser extent, the Winter Olympics, but also the steady increases in online and mobile advertising as consumers globally shift their attention to digital devices.

On a country-by-country basis, the US is by far the leader in total media ad spending. eMarketer estimates that the US will eclipse $180 billion in advertising spending this year, or nearly one-third of the worldwide total. This spending is also the highest in the world per capita; US advertisers will spend nearly $565 on paid media, on average, to reach each consumer in the country in 2014.

By comparison, advertisers in China will spend only $37.01 per person, though the country’s large population adds up to the second-biggest ad spending total in the world. Norway is the second-leading country in terms of ad spending per person, at $538.71. Australia comes next in line at around $504 per person and is the only other country where advertisers will spend more than $400 this year to reach the average consumer.

On a long-term basis, digital channels will continue to drive advertising growth across the globe. eMarketer estimates that digital ad spending will increase 16.7% this year, totaling $140.15 billion and surpassing 25% of all media ad spending for the first time.

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Time Out On Time Spent: Digital’s Delta Is More Like Two Times TV’s

MediaPost

Here’s a surprising counter to those Mary Meeker-ish assertions that digital media doesn’t get its fair share of ad budgets, relative to the time consumers spend using media. But keep in mind that the counter-argument comes from a source that doesn’t buy into the original premise in the first place.

“While we have long quibbled with the notion that time with media should equate to [ad] spending on media, it is worth noting that by our estimates, total spending on TV advertising amounted to $63 billion in 2013. Meanwhile, total spending on digital advertising amounted to $43 billion,”  Brian Wieser wrote in a report to Wall Street investors this morning. Wieser, who is an analyst at Pivotal Research Group, and used to be the head of forecasting at Interpublic’s Magna Global unit, knows something about how and why advertisers allocate their ad budgets on media. His main point is that based on the most recent estimates from Nielsen, “digital”  is actually reaping a disproportionate share of advertising relative to consumer usage.

By Wieser’s estimate, digital ad spending currently represents 68% of TV’s total, but is generating only 35% of consumer time spent. “If time did equate to money,” he writes, “either too much is being spent on  Internet advertising or too little is being spent on TV.”

But as already noted, Wieser says he doesn’t accept that premise, and instead recommends that a “more accurate” way of thinking about ad spending is that it’s always a “function of ‘least-bad’” alternatives for a given marketer.

In this scenario, Wieser says demand for digital media is often driven by long-tail marketers — small businesses and e-commerce marketers — that view the Internet as delivering an effective ROI. Large mainstream consumer brands, by contrast, remain more focused on “engagement-based” and “awareness-based” goals that are unlikely to be surpassed by TV’s “perceived effectiveness in this regard, but also because of the relatively broader use of the medium and ease with which reach and frequency may be accomplished on TV.”

In other words, the allocation of advertising budgets is not a simple, one-size-fits-all logic. Different advertisers use their allocation of media differently, and much of the growth of digital ad spending is a function of brands that likely may not have used TV much, if at all, in the first place. The bottom line is that the sum total of all those allocations currently gives a disproportionate weight toward digital, not TV.

Total US Ad Spending to See Largest Increase Since 2004

eMarketer

Total media ad spending in the US this year will see its largest increase in a decade, according to new figures from eMarketer. On the strength of gains in mobile and TV advertising, total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%.

174134 Total US Ad Spending to See Largest Increase Since 2004

Mobile will lead this year’s rise in total media ad spending in the US, and advertisers will spend 83.0% more on tablets and smartphones than they did in 2013—an increase of $8.04 billion. By the end of this year, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops. Though investments in TV advertising will rise just 3.3%, advertisers will spend $2.19 billion more on the medium than they did in 2013, making it the second-leading category in terms of year-over-year dollar growth.

The surge in mobile advertising is chiefly attributable to the fact that consumers are spending more and more time with their tablets and smartphones. According to eMarketer’s latest estimates, US adults will spend an average of 2 hours 51 minutes per day with mobile devices this year. In 2013, daily time spent on mobile devices and on desktops and laptops was equal, totaling 2 hours 19 minutes, but this year, time with desktops and laptops will drop slightly to 2 hours 12 minutes, while mobile time will increase significantly. TV remains by far the largest beneficiary of adults’ media time, at 4 hours 28 minutes in 2014, hence its persistent lead as the top category for advertising spending.

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Modern Advertising Needs the Confidence To Say No

MediaPost

As the advertising world’s eyes return from Cannes, the increasing complexity of our business becomes clear. We have 17 categories,  including branded content, innovation, product design and activation, and we have the proof few of us needed that the world of marketing is getting more elaborate.

For more than 10 years, we’ve talked about media fragmentation, the wandering gaze of the consumer, the scarcity of attention and being paralyzed by stimuli. But we’ve never spoken about fragmentation for the marketer, the bewildering array of new options they face, and the difficulty in keeping focus and finding clarity.

As an industry, we need to address marketers’ impossible mission: Making informed decisions about a toolkit that involves a myriad of new and ever-changing channels, technologies and platforms.

Several dimensions of new

In the post digital age, we have a bewildering array of options:

  • We have new “channels” like digital outdoor, content marketing, native advertising, and branded utility.
  • We have media platforms like Vine, Twitter, Instagram, Secret, SnapChat and Pinterest.
  • We have new technology like addressable TV, iBeacons, personalized video rendering, and augmented reality, to name a few.
  • We have new advertising techniques like vending machine-based ideas, real-time marketing, the all new “social media newsroom”, growth-hacking sprints and working with incubators.

It’s all so abundant, and so much of it cheap. We have new ad tech companies offering $50,000 of free services for a trial. Flying a drone and filming it is a cheap viral hit. We can stick hashtags on ads, and it’s free. We’ve found that with new technology, we can produce campaigns bereft of an idea and hitch them to bandwagons for transport. How can anyone say no to anything in this landscape?

How to decide?

There are two huge challenges for marketers: With limited budgets and time, how can they prioritize? And with so much of it being new, how can they learn enough to make informed decisions?

The scale of this challenge has brought about incredible fear. Marketing staff face the dreaded scenario of the CEO asking what they are doing with the “app du jour” that their nephew has downloaded, or why they haven’t done what their competitor just did with augmented reality, QR codes, Shazam, Vine or any one of a million other new options.

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Next Up for B2B Email Marketing: Automation

eMarketer

Email is one of the most widely used and established of all platforms and has long been the cornerstone of many business-to-business (B2B) marketing plans. Given the maturity of this medium, spending on email remained flat for years, though its efficiency did draw some B2B dollars during the economic recession, according to a new eMarketer report, “B2B Email Marketing: Benchmarks and Best Practices for 2014.”

166017 Next Up for B2B Email Marketing: Automation

But even as new digital marketing and advertising platforms, formats, and channels draw companies’ attention and budgets, email remains vitally important and is arguably more valued by B2B marketers now more than ever before. While its core function has not changed substantially, there are new developments and challenges marketers must address: mobile, content marketing and automation.

For B2B marketers that use email—and indeed for any B2B marketer today—personalizing messages and integrating channels are vital, and automation is essential for executing those tactics.

With content marketing now table stakes for email marketers and mobile making it critical that B2Bs reach the right individual with the right message at the right moment, it becomes nearly impossible to personalize email marketing without some form of automation.

B2B marketers recognize the value of marketing automation solutions, but many have been slow to fully integrate the technology into their sales and marketing efforts. Data released in November 2013 by BtoB Magazine showed just 26% of US B2B marketers had completely integrated automation into their sales and marketing initiatives at the end of 2013. More than half (52%), however, expected full marketing automation adoption for this year.

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2014 B2B Technology Content Marketing Trends: Content Marketing Budget, Outsourcing and Challenges

Content Marketing Institute’s newest research report, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends- North America, gives insight into what technology marketers are using content marketing for. This research, sponsored by International Data group (IDG), focuses on key differences between the most effective technology marketers and their less effective peers.  Watch this video on content marketing budgets, outsourcing and challenges.  

For the full report, click here

Click here to view an INFOGRAPHIC on this research