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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

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Why Social Media Advertising Is Set To Explode In The Next 3 Years

Marketing Land

Social media advertising has come a long way in a relatively short period of time. When Facebook launched its first advertising option in May 2005, no one could have predicted that social media advertising revenue would be estimated to reach $8.4 billion in 2015, just ten years later.

Online advertising is a natural choice for modern businesses, but after the decline of the banner ad, businesses began searching for alternatives. Paid search is a great online advertising medium for driving visitors to your website based on user intent (i.e. their search query). But what if there are no identifiable (or affordable) keywords you can bid on to drive traffic? And what about those businesses that want to create brand awareness rather than capturing user intent?

Social media advertising helps businesses find new potential clients by using users’ own shared information to identify interest. Rather than reactively targeting users who search a certain term, social media advertising proactively targets relevant users before they even begin their search.

Social networks are a good option for advertisers because of the advanced targeting options, reliable conversion tracking, and prevalence on mobile devices.

Advanced Targeting Options

Because social networks gather such a larger amount of user information, social media advertising is able to target your audience in a wider variety of ways than other online platforms. Stretching beyond general demographic and geographic data, social media advertising has opened the door to deeper interest, behavioral and connection-based targeting methods.

These advanced targeting options increase your ad’s relevance to your users and provide a level of personalization that is not achievable on other advertising channels. Here are four such advanced targeting options:

  • Interest targeting: Reach specific audiences by looking at their self-reported interests, activities, skills, pages/users they have engaged with, etc. Interest targeting is often related to keyword targeting, so some platforms will allow you to enter both. Interests can be as general as an industry (e.g. automotive industry) or as specific as a product (e.g. convertibles). Offered by: Facebook, Twitter, LinkedIn (under “Skill”), Pinterest.

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Brands still look to print

Warc

Major brands may be devoting increasing attention to digital but print advertising, whether in the form of circulars, catalogues or magazine spreads, remains a stalwart beloved of consumers.

Last year, for example, circulars generated $5.84bn in revenue for US newspapers and accounted for around 20% of their advertising revenue according to figures from market research firm Borrell Associates.

“Retailers are constantly testing alternatives to circulars,” Gerry Storch, the chief executive of the Hudson’s Bay Co, told the Wall Street Journal. “The difficulty is finding something as effective,”

A single run of a newspaper circular can cost as much as $1m and digital, the most obvious alternative, hasn’t grabbed consumers in the way retailers would have hoped.

Figures from Wanderful Media, a business dedicated to helping retailers connect with local shoppers, suggest that 80% of people who read a print newspaper also look at the circulars inside, but less than 1% of online readers click through to digital circulars.

So even though local newspapers may be in difficulty, digital advertising is unlikely to replace what retailers lose from print when one shuts down.

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The Most Powerful Player in Media You’ve Never Heard Of

Wall Street Journal

Across the media landscape, high-stakes battles are raging over measurement.

In the online world, there’s controversy over how to measure the “viewability” of ads – proof that a person is able to actually see them. In the TV world, networks say traditional ratings aren’t adequately measuring viewing on digital platforms.

At the center of the storm is a body few in the media industry pay attention to: the Media Rating Council.

The little-known New York-based outfit, a non-profit founded in the 1960s, is the lone organization setting the rules for how media consumption is tracked. It is charged with accrediting and auditing the Nielsens and Rentraks of the world, putting it in position to influence the flows of billions of advertising dollars in television and online in coming years.

“People don’t even know we exist,” said George Ivie, the MRC’s chief executive.

In the digital advertising world, though, MRC has lately come into the spotlight as the debate heats up over viewability. For years, media companies charged advertisers every time an ad was “served” on a Web page. But there are many occasions when users can’t possibly see those ads, because they scroll past them or because they’re on part of a page that isn’t visible.

About four years ago, several of the ad industry’s largest trade organizations launched an initiative to move the industry toward a “viewability” model in which marketers pay for ads that are actually able to be seen, not just served. The MRC was tapped to serve as the standard setter and quasi-referee.

After an exhaustive process, last year the MRC–in conjunction with the Association of National Advertisers, the American Association of Advertising Agencies and the Interactive Advertising Bureau–released its standard: an ad is viewable as long as 50% of it appears on a person’s screen for one second, and two seconds for video ads. The organization has accredited 16 different companies to track viewability for display ads, and six for video ads—a total of 18 companies.

The early reviews of MRC’s work are harsh in some corners of the digital advertising industry. Publishers say complying with the viewability standard is a nightmare, because all of the accredited companies have different methods and technologies to measure viewability and arrive at conflicting results. That has caused messy and heated negotiations between advertisers and publishers.

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Ethernet Switch Market Increased 3.8% Year-Over-Year in Fourth Quarter of 2014

IDC PMS4colorversion no shadow Ethernet Switch Market Increased 3.8% Year Over Year in Fourth Quarter of 2014

The worldwide Ethernet switch market (Layer 2/3) revenues reached a record $6.2 billion in the fourth quarter of 2014 (4Q14), representing an increase of 3.8% year over year and 3.6% over the previous quarter. For the full year 2014, the market expanded by 3.9% over 2013. Meanwhile, the worldwide total router market reversed recent year-over-year declines, growing 2.5% year over year and 5.6% sequentially. However, the router market contracted -0.6% for the full year 2014, according to the preliminary results published in the International Data Corporation (IDC) Worldwide Quarterly Ethernet Switch Trackerand the Worldwide Quarterly Router Tracker.

From a geographic perspective, the 4Q14 results saw a break in recent trends with the Ethernet switch market seeing its highest growth in Latin America, which increased at a strong 13.8% year over year and 24.4% on a sequential basis. The Europe, Middle East, and Africa (EMEA) region also performed well, growing 7.0% year over year and 8.8% sequentially. North America grew more modestly at 2.5% year over year, while contracting -1.8% sequentially. On the other hand, the Asia/Pacific region, including Japan (APJ), was essentially flat year over year (increasing 0.7%), but was more in line with global results sequentially (up 4.1%).

“Despite precipitous price erosion, 10Gb Ethernet is the primary growth driver of the Ethernet switching market, with 40Gb Ethernet growing in stature quickly, as datacenters seek greater capacity to deliver a feverishly proliferating ecosystem of enterprise and cloud applications,” said Rohit Mehra, Vice President, Network Infrastructure at IDC. “The 1Gb Ethernet market remains important to the enterprise campus network, although price declines will potentially challenge market growth.”

10Gb Ethernet switch (Layer 2/3) revenue increased 5.2% year over year to reach $2.3 billion while 10Gb Ethernet switch port shipments grew a robust 24.4% year over year to reach nearly 6.8 million ports shipped in 4Q14 as average selling prices continue to fall. 40Gb Ethernet continues to rapidly grow as a stand-alone segment and now accounts for more than $520 million in revenue per quarter with year-over-year growth of more than 100%. 10Gb and 40Gb Ethernet continue to be the primary drivers of the overall Ethernet switch market.

 

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FreeWheel Video Monetization Report: Q4 2014 Report

FreeWheel

Digital video’s impressive growth this quarter was headlined by the crown jewels of the TV industry; first-run shows and live events. With considerable growth in both the digital monetization of the Broadcast networks’ Fall programming and live streaming, there is ample evidence to indicate that the TV ecosystem is expanding and becoming screen-agnostic.

Key Highlights:

 

  • Live viewing grew 297% year-over-year, driven by strong growth in Sports streaming and News simulcasts.
  • First-run broadcast shows attracted far more viewers this quarter than the year prior, as seen by a 67% increase in digital video ad views.
  • Over-the top (OTT) streaming devices, overwhelmingly used for long-form and live viewing, overtook tablets, accounting for 8% of all video ad views.
  • Authenticated viewing grew 591% year-over-year, as 56% of all video ad views on long-form and live content now come from behind authentication walls.

Screen Shot 2015 03 09 at 1.08.06 PM FreeWheel Video Monetization Report: Q4 2014 Report

Download the full Video Monetization Report Q4 2014

Personalisation – four steps to put the customer at the centre of marketing

The Drum

One topic that we’re seeing a lot of debate about currently is personalisation, but it’s actually a fairly simple concept and one that has been around for decades.

Personalisation simply refers to the focusing and tailoring of a brand’s interactions with an individual, based on what they know about them. The key factor here is ‘relevancy’. Making sure a brand is being relevant ranges from something as basic as using customer’s name in an email, right through to tailoring content pages to reflect an individual’s browsing activity and/or demographics.

The potential of personalisation increases exponentially when applied to digital marketing. This is because the ability to personalise relies on two things; the amount of information available and the ability to deliver a tailored experience… Both things that we know the digital environment more than caters for.

While getting personalisation right is by no means an easy task, it is probably more straightforward than you might think – especially if you break it down into manageable steps and don’t over complicate things. With this in mind, here are the four key steps to help personalise digital marketing:

1) Think about context

Start with your business needs (e.g. lifecycle programmes, sales conversion) and establish the benefit personalisation will provide to the customer, such as; better brand experience, relevant offers or reminders. This is pretty fundamental and should be considered whenever personalisation is discussed.

Once you have identified both of these, you need to define the KPIs and metrics which will prove ROI. That way, you know if the investment in personalisation has worked or indeed is the right (or best) thing to do to meet your business objective. From there, identify what data and insights are required to drive personalisation rules, decide whether you have the content assets available to personalise interactions and finally, check that you have the right tools and people to action these changes.

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Infographic: Does Social Media Really Influence Consumer Behavior?

Social Media Today

content marketing sales funnel Infographic: Does Social Media Really Influence Consumer Behavior?

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Why Do Marketers Find the Cloud Dreamy?

eMarketer

Technologies to create, manage and measure marketing and advertising have become essential tools to reach and engage increasingly connected audiences. As a result, in addition to being brand builders and message crafters, modern marketers now also wear the hat of technologist, according to a new eMarketer report, “Marketing Technology: Nine Important Trends for Brands and Agencies in 2015.”

180508 Why Do Marketers Find the Cloud Dreamy?

Through piecing together the products, platforms, solutions, suites, stacks and other analogs for the software and services that help power their operations, marketers have become more seasoned and strategic with their approach to marketing technology. Even so, the technological landscape continues to grow and advance at breakneck speed, posing new challenges as marketers work to assimilate newfound capabilities.

Cloud-based software in particular has helped marketers be more agile and experiment with new channels and tactics. A bevy of tech providers have even adopted the “marketing cloud” moniker to position and promote their vision of a truly integrated marketing software system, causing intrigue but also some consternation among users.

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Three Myths About Programmatic Native Advertising

MediaPost

There has been a lot of discussion about the merging of native advertising and programmatic buying since the launch of the Facebook Exchange (FBX) two years ago. With the creation of FBX, demand-side platforms (DSP)  built support for creative metadata, such as headlines, thumbnails and the other categories that make up native ads.  This was version 1 of programmatic native.

Seeing the success of FBX, Web publishers began hypothesizing about how they could bring the same native RTB capabilities to their sites and applications outside of Facebook. With the IAB closing in on the ratification of OpenRTB 2.3, which will add native capabilities to the standard programmatic process, we are closer to version 2 then ever before.

But before we get there, let’s examine three current myths regarding the merger of native and real-time bidding.

Myth #1) Native RTB has arrived. While multiple platforms have experimented with custom solutions to merge RTB capabilities with automated native ad delivery, there is currently no standard that all publishers and platforms can utilize. FBX offers the ability to programmatically buy native ads at scale on Facebook, but this solution does not offer a standard that open Web publishers can adopt.

Standardization for Native RTB is coming very soon. The IAB is now in the final stages of completing the OpenRTB 2.3 spec, which for the first time will include support for native ads.  This draft is currently going through final IAB comment and approval process. Over the next three months, you can expect to see a feverish level of activity between native technology players to push through integrations with DSPs to truly bring Native RTB to the industry at scale.

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The State of Social Media in 2015

Econtent

When you were a youngster and wanted to meet new people and make friends, you had to travel to an event such as an ice cream social. Today, connecting with friends can be accomplished instantly via a few clicks a la social media.

If you need further evidence of social media’s omnipresent influence nowadays, take a gander at We Are Social’s “Digital Statshot 002″ report, which reveals that there are currently about 2 billion active social media accounts worldwide-equating to a whopping penetration of 28% of the planet’s population, with about roughly 1.6 billion of these accounts active via mobile. What’s more, 72% of all internet users are currently active on social media, and 93% of marketers use social media for business.

Social platforms also continue to increase and, for the most part, thrive. In order, the top 10 most popular social networking sites (according to eBizMBA, Inc.) are Facebook (900 million estimated unique monthly visitors), Twitter (310 million), LinkedIn (255 million), Pinterest (250 million), Google+ (120 million), Tumblr (110 million), Instagram (100 million), VK (80 million), Flickr (65 million), and Vine (42 million).

Ask industry experts and they’ll tell you that social media has rapidly evolved from a niche digital channel into an indispensible and expected feature that’s fully integrated into the online experience for users everywhere. “Social media is no longer just for fun, but now provides an essential communication and research function to individuals,” says Annette A. Penney, online marketing strategist for Inspire and Acquire. “We now often prefer to communicate with our friends, family members, and work colleagues through our social media accounts rather than call them on the phone.”

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