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Event Date Location

Digital Summit Phoenix

02/04/2015 - 02/05/2015 Acottsdale AZ

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

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

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2015 Will See The Rise Of Dark Social

MediaPost

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

A majority of focus today is on social broadcast platforms such as Facebook and Twitter. With the tides shifting toward ephemeral social communication applications as a key driver of sharing, the attribution data of the share — and all of the value that comes with it — is essentially untapped and, in some cases, simply unknown.

According to a recent Radium One study, 59% of all online sharing is via dark social. Further, a whopping 91% of Americans regularly share information via dark social methods. This study also showed that 72% of sharing is simply users copying and pasting long URLs and either e-mailing or texting the information.

 

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Where Viewability Is Today — And Why It’s Critical For Digital’s Tomorrow

Mediapost

On Dec. 16, 2014, IAB released “State of Viewability Transactions 2015,” a position paper that put forth seven principles for viewability transactions in 2015. Since then, the press and the ecosystem at large have engaged in worthy debate and discussion about the meaning of the paper for viewability, measurement, and ongoing deal-making.

Still, with some stakeholders jockeying for position and disparate perspectives aplenty, misleading chatter erupted — and even more than a month out, misconceptions persist.

In order to put everyone back onto the same page, the following is a guide to the basics.

Why did the IAB issue the position paper?

We wanted to explain how viewability measurement is currently performing at an individual publisher level and provide guidance on what is realistic for near-term transactions.

The IAB membership aspires to 100% viewability of all digital ads.  However, we know that technical and measurement challenges make it unreasonable to expect that every ad in a campaign will be 100% t viewable and that individual publishers will deliver 100% viewability across a given campaign.

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The 5 Trends That Really Matter for Marketers in 2015

ClickZ

There’s been a lot of buzz around what marketers should focus on in 2015, but these are five trends that really warrant your attention.

There have been countless year-end recaps and forward-looking lists of predictions for marketers over the past few weeks. Most herald 2015 as “the year of mobile” (Didn’t we say that in 2014? And in 2013?), or talk about needing a content strategy for each new social platform. Many say having a beacon strategy is imperative, while others champion the rise of augmented reality, citing Facebook’s Oculus acquisition as the beginning of a new era.

Let’s take a breath.

Augmented reality, for example, is a real opportunity. It continued to command attention on the floors at CES, and many large brands plan to start experimenting with it this year. But the reality is that most marketers don’t have the budget to take advantage of augmented reality at present, and they have more pressing concerns to think about in 2015. Let’s cut the hype.

Here are five trends for 2015 that really warrant your attention — along with resolutions that will help you take advantage of each:

1. Go Programmatic

There is simply no longer any reason for brands to remain dismissive of programmatic buying. Once a tactic for direct response marketers alone, more than half of the $15 billion projected U.S. digital display spend in 2015 is expected to be spent programmatically, including a large chunk from brands seeking awareness and audience discovery in addition to conversions. Many are calling 2015 “The Year of Programmatic Branding,” and I tend to agree.

As brand dollars move into the programmatic space, ad technology companies, ad networks, and exchanges will develop new ways to find audiences (e.g., using CRM or place visit data as a data source), and define new metrics for success. These innovations will be available to brands of all sizes, making programmatic buying more powerful and effective for everyone.

Resolution: Don’t stop doing takeovers or custom sponsorships to build your brand, but do start using machine learning to find and engage your audience. But when you do…

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Don’t Try to Be a Publisher and a Platform at the Same Time

Harvard Business Review

In the wake of digital disruption, new media companies are seeking scale and legitimacy, while old media companies explore new business models.

The “platform” is a new media company model that has been perfected by the tech industry. Platforms can easily scale to serve gigantic audiences, and their lucrative possibilities beckon to established players that are often called “publishers.” Meanwhile, many publishers have solid brand identities that are alluring to platforms. So publishers and platforms are experimenting with new combinations — but is it really possible to combine a publisher with a platform over the long term?

Typically, publishers are considered to have editorial judgment, while platforms lack it. From this perspective, the Harvard Business Review, The Atlantic, and The New York Times are classic “publishers” — they present highly-curated content, and their editors invest a lot of time in its creation. Google, Facebook, and Twitter are classic “platforms” — they distribute other peoples’ content without as much editorial oversight. But these differences are largely cultural. It’s not technologically difficult for publishers to add platform-like elements, and vice versa.

Publishers seeking new business models are often tempted to become more platform-like by enabling their audience to post user-generated content; they hope to increase revenue by selling ads on this “extra” content. Sometimes, they also hope to develop a content management system that other publishers can license and use to distribute their content.

On the other hand, the technologists looking to differentiate their platforms are drawn by the voice and influence of publishing. Plus, platform-builders can capture more value if they own content on their platform, and not just the platform itself.

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Media Companies Need to Wake Up to the Digital Advertising Mess

Quartz

Digital media are stuck with bad economics resulting in relentless deflation. It’s time to wake-up and make 2015 the year of radical—and concerted—solutions.

 Trends in digital advertising feel like an endless agony to me. To sum up: there is no sign of improvement on the performance side; a growing percentage of ads are sold in bulk; click-fraud and user rejection are on the rise, all resulting in ceaseless deflation. Call it the J-Curve of digital advertising, as it will get worse before it gets better (it must–and it will.).
Here is a quick summary of issues and possible solutions:
 The rise of ad blocking systems, the subject of a Dec. 8, 2014 Monday Note. That column was our most viewed and shared ever, which suggests a growing concern for the matter. Last week, AdBlockPlusproudly announced a large scale deployment solution: with a few clicks, system administrators can now install AdBlockPlus on an entire network of machines. This is yet another clue that the problem won’t go away.
 There are basically three approaches to the issue.
The most obvious one is to use the court system against Eyeo GmBH, the company operating AdBlockPlus. After all, the Acceptable Ads agreement mechanism in which publishers pay to pass unimpeded through ABP filters is a form of blackmail. I don’t see how Eyeo will avoid collective action by publishers. Lawyers—especially in Europe—are loading their guns.
The second approach is to dissuade users from installing ABP on their browsers. It’s is up to browser makers (Google, Microsoft, Apple) to disable ABP’s extensions. But they don’t have necessarily much of an incentive to do so. Browser technology is about user experience quality when surfing the web or executing transactions. Performance relies on sophisticated techniques such as developing the best “virtual machines” (for a glimpse on VM technology, this 2009 FT Magazine piece, “The Genius behind Google’s browser” is a must-read.) If the advertising community, in its shortsighted greed, ends up saturating the internet with sloppy ads that users massively reject, and such excesses lead a third party developer to create a piece of software to eliminate the annoyance, it should be no surprise to see the three browser providers tempted to allow ad-blocking technologies.

Software Marketers Blaze Trails in Data-Driven Marketing

IDG Connect 0811 Software Marketers Blaze Trails in Data Driven Marketing

Technology is changing marketing in a hurry, and some CMOs have acknowledged that the unrelenting pace of the transformation intimidates them.

In a survey conducted by Forrester Research and Erickson Research, 85% of 117 CMOs surveyed said their responsibilities had changed significantly in the past few years. Amazingly, 97% of respondents only expected the pace of change to accelerate. The change is coming so fast and so furious, in fact, that 34% of the CMOs in this survey described the changes as “overwhelming.”

There’s one group of CMOs, however, that seems undaunted by the pace of change, and that’s software marketing executives. Because of their comfort with the world of technology, software and tech marketers, in fact, are far ahead in embracing marketing technology and the data-driven, customer focus this technology enables.

A study we conducted last year at my company, Bizo, before it was acquired by LinkedIn, provided some insight into just how far software marketers are ahead of their peers. Software companies have long been pioneers in B2B digital marketing. They were among the first to build websites back in the early days of the World Wide Web in the mid-1990s. They blazed trails with display advertising and were among the first to see the value in search advertising, content marketing, and social media. Even when they made missteps, such as jumping on the MySpace bandwagon, the experience of these early adopters allowed them to quickly grasp the significance of other social media launches, such as LinkedIn, Facebook, or Twitter.

The Bizo special report, “The Data-Driven Marketer,” indicated software marketers are also leading the way in adopting data-driven marketing practices. In The Data-Driven Marketer survey, Bizo queried more than 850 marketers. The responses showed that the subset of software marketers is far ahead of all respondents in virtually every aspect of data-driven marketing.

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This One Number Shows How Advertisers Are Wrong About Social Media

Time

Companies like McDonalds, Apple, and Ford all have something in common: They make and sell physical stuff, be it Big Macs, computers or cars. So if you’re considering investing in one of those companies, the first thing you might look at is how much stuff it’s been selling recently — an easily-determined metric that’s a decent representation of a company’s success.

But social media companies like Facebook, Twitter or Snapchat don’t make their money by selling physical stuff. Instead, they make it by selling space to advertisers.

As with all advertisements, digital ad space is more valuable the more it gets seen. And one of the key metrics advertisers use to determine how much they’re willing to spend on a social media company’s ad space is Monthly Active Users, or MAUs.

MAUs are simple enough: Every time you log on to Facebook, Twitter, Snapchat and so on at least once a month, that platform gets one MAU.

That interest in MAUs has extended to Wall Street, where investors have come to view them as the be-all, end-all metric for judging a social media company’s potential to make money. MAUs are popular with investors and other market-watchers because they’re easy to calculate, digest and compare.

But a number emerged this week that should make us all question the MAU as the holy grail of social media metrics: 50 million. That’s the number of MAUs racked up last year by MySpace, a social media network you probably haven’t used since you signed up for Facebook. While MySpace used to be a reliable presence in ComScore’s annual list of the 50 most popular sites on the web, it hasn’t made an appearance there since 2012, when it ranked 46th.

Sure, MySpace’s 50 million figure doesn’t touch the numbers boasted by its onetime rivals: Facebook has 1.27 billion MAUs, Instagram 300 million, Twitter 284 million. But it’s still doubtful that figure is truly representative of MySpace’s shrunken userbase, even if the site still has a small but thriving community thanks to its efforts in music and video.

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Your Digital Strategy Shouldn’t Be About Attention

Harvard Business Review

re they talking about your brand? Around the clock? From Facefriend to Tweeter to Instapal?

Pssst.  

That’s probably not the right question.

Today, too many strategists believe that a clever plan to win the internet’s attention is a good digital strategy.

It’s not. Why? The painful truth is: attention itself isn’t worth as much as today’s marketers, boardrooms, and beancounters think. It’s not just that there’s good and bad attention — awe versus scorn, for example. Attention is a fickle, fleeting thing on which to build a business model, let alone a business, let alone an institution. Hence, attention without relation is like revenue without profit: malinvestment.

Institutions and leaders, obedient students of modern marketing, obsessively ask, “How do we get people to be loyal to us?” Meanwhile, they’re often (let’s be honest with each other for a painful moment) busy gleefully plotting to betray them at every turn. Hide the fees! Shrink the fine print! Why give customers cheese when you can sell them “cheese-like product”? Most “digital business models” are similarly sneaky — track their data! Make the terms and conditions impossible to understand! Why take the time to get to know your customers … as long as you can get them to use the corporate hashtag.

The real question — the one that counts for leaders and institutions today — isn’t “How loyal can we compel, seduce, or trick our customers into being?” It’s: “How loyal are we to our customers? Do we truly care about them?” Not just as targets consumers, or fans. But as people. Human beings. What every institution needs  —  and what every leader needs to develop  —  before a “digital strategy” is a human strategy. If you want to matter to people, you must do more than merely win their fickle, fleeting, frenzied attention. You must help them develop into the people they were meant to be. When you do, maybe, just maybe, they’ll reward you. With something greater than their grudging, wearied attention. Their lasting respect, enduring trust, and undying gratitude.

So here are my top four mistakes of digital strategy — and how not to make them.

Titillating, not educating. It’s easy to win “clicks” by titillating people with Kim Kardashian’s naked behind or a list of the world’s cutest human-cat baby unicorn fairies. And it might lend a dreary day a moment of relieved escapism. But it won’thelp anyone. To do that, you must educate. Not in the awful, misused corporate sense of the term: dully lecturing them about “product benefits.” But helping them develop the capabilities and skills they’re going to need to live better lives. What will your “digital strategy” help them become better at? Does it have apoint? Skiing, dating, cooking, coding, creating, building? If the answer is no, you don’t have a strategy. You have a vaudeville show.

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2015 begins with publishers hoping for big improvements in digital subscription sales

Talking New Media

New Year starts, as always, with CES – but Macworld has been put on ‘hiatus’ and the value of big trade shows is being questioned by tech firms

Welcome to 2015! Here in Chicago it is -6F (-21C), here is hoping it is much more pleasant where you are!

CES2015 icon 2015 begins with publishers hoping for big improvements in digital subscription salesThe New Year means iTunes Connect is open and new and updated apps are being released into the App Store. It also means that CES is about to begin in Las Vegas. CES used to be an important event (it is still a big one) but many tech companies have long since learned that these early year trade shows may not be the best time to launch new products. Apple, for instance, pulled out of Macworld long ago and realized that if they are going to have a blow out fourth quarter of the year (their first quarter) they need to introduce new products in September.

CES isn’t the only big early year trade show, of course. Mobile World Congress is in early March (in Barcelona, of course).

But 2015 will be a year without Macworld as IDG announced last year that the show would go on ‘hiatus’.

“The show saw a remarkable 30 year run that changed the technology industry, provided an important forum for Apple developers to bring new companies and products to market, delivered world class professional development to Apple product enthusiasts, and fostered the development of one of the most dynamic professional communities in the tech marketplace,” the IDG World Expo wrote.

Macworld was hurt not only be Apple’s decision to pull out, but also by the decline overall of the personal computing business. IDG tried to adapt, of course, but the excitement of the PC business has gone, not to return.

The problem for these shows remains that trade shows often are scheduled for the early part of the year, no matter what industry you are talking about. As the publisher of a transportation construction magazine, January through March was the busy time for trade shows, generally held in Las Vegas, New Orleans or Orlando. There were (and are) trade shows later in the year, but they often feel more like conferences (such as Adobe MAX).

For those who write about digital publishing, there is really no trade show or event that can’t be missed. The year remains filled with breakfasts, lunches, and award events created by the trade publications in lieu of making a profit on their trade magazines. Publishing pros like to network, eat and drink, and so there is no stopping these things, I guess.

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11 – 94% of Business Emails go Missing – A Global Breakdown

IDG Connect

Email marketers have spent years building best-practice expertise to deliver the most effective email campaigns possible. However the age old challenge of not being able to reach subscribers’ inboxes continues to be a problem for marketers worldwide.

In 2013, 100.5 billion business emails were sent and received every day. The sheer volume of email traffic and the growing sophistication of spam tactics have contributed to the issue marketers now face to stay at the top of consumers’ inboxes.  We have already seen the impact of spam emails on high profile brands such as Apple and Dropbox, as well as authentic looking emails pandering to the concerns of the public off the back of topical news stories, in order to build trust and falsely obtain users personal credentials. Mailbox providers are therefore constantly redefining their filters to help prevent these kinds of messages getting through which in turn, forces legitimate email senders to become equally as sophisticated to improve their own inbox placement.

Recent research conducted by Return Path (Inbox Placement Report 2014) of more than 492 million commercial email messages sent across North and South America, Europe and Asia Pacific regions, shows that one in six commercial messages do not reach the subscriber’s inbox. This is consistent with last year’s findings, which indicates that while marketers have a basic understanding of how to keep out of the junk folder, there is still more to learn on further maximising inbox placement.

According to the results, 11% of commercial messages simply go missing while 6% are marked as spam. This presents a significant problem for marketers who value and rely on the long-term customer relationship that email marketing can build. If messages go missing completely, businesses risk losing customers; failing to reach the inbox simply means failing to reach the customer. The financial impact here is great, for example, if 50% of messages are unsuccessfully delivered, that equates to 50% of the email marketing campaign budget being lost as well.

Return Path has discovered that being ranked as a ‘good sender’ by ISPs is no longer enough to guarantee inbox placement. We have seen that most countries across the globe are struggling to achieve at least 90% inbox placement rates, including developed markets such as the UK and US.

emailmarketing markeitng b2b email 11   94% of Business Emails go Missing – A Global Breakdown

Our research shows that Eastern European countries particularly struggle with messages going missing. Senders in Romania and Luxembourg are seeing 50% of their emails failing to reach the inbox, while in Poland this figure reaches a staggering 90%. This means that a significant portion of their audience doesn’t receive any intended commercial email. Email messages that go missing are harder to identify and diagnose, however, the first step in being able to correct the problem and boost inbox performance is knowing where the problem lies.

 

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