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

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Original Video Content Impacts Technology Purchasing (REPORT ANALYSIS)

ReelSEO

A recent consumer survey by IDGTechNetwork showed that video plays a vital role in the purchasing decisions of today’s electronics and technology consumers. But it’s not just standard video advertising that we are talking about. They look for a variety of content that will help them make a better informed decision and then tend to act on the information that they’ve found. Here’s a quick breakdown of the survey results.

Before I talk about the results I wanted to give you a run down of how the data was collected. It was an online survey aimed at ‘better understanding the demographic profile of the IDGTechNetwork audience.‘ The research was done via online invitations to complete the survey by ‘editorial stakeholders of sites within the IDGTechNetwork.‘ The responses were collected from April 30th to August 24th of this year.

With an audience of 130 million unique visitors and 2,354 respondents we get a margin of error right around 2%. Of course, that’s about half of the US online audience. It’s hard to say what percentage of the online video viewing audience in the US it is though as we don’t know if all 130 million of them watch video online monthly. I haven’t seen IDG on any comScore or Nielsen report as either a publisher (10th place in May was 11.4M video viewers for Nielsen, comScore is much higher) or an online video ad network.

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Mobile to overtake TV to become first screen

BizReport

YouTube’s Global Head of Content, Robert Kyncl, announced at the recent Abu Dhabi Media Summit that smartphones and tablets won’t be ‘second screens’ for much longer. He is confident that watching video content on mobile devices will soon surpass television. Based on previous mobile traffic figures he could be right. A quarter of total video traffic on YouTube today comes from mobile, up from just 6% eighteen months ago.

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Research Report on Customer Engagement

IDG Enterprise 

The 2012 IDG Enterprise Customer Engagement survey was completed with the goal of gaining a better understanding of the role content consumption plays in the purchase process for major technology products and services.

Key findings include:

  • Specific types of content are used strategically throughout the IT purchase process.
  • IT decision-makers (ITDM) download an average of nine informational assets throughout the purchase process.

For the complete list of findings, click here

Referrals to Facebook Spike 1000% After Twitter Cuts Off LinkedIn [CHART]

Mashable

After severing ties with LinkedIn, Twitter inadvertently helped opponent Facebook snag 1000% more page referrals from the professional social network. PageLever, an analytics tool for Facebook pages, points to Twitter’s June 29 decision to stop syncing updates with LinkedIn as an explanation for the spike. “The spike happened because without Twitter, there is now a significantly lower volume of content in the LinkedIn News Feed, and therefore less competition for clicks and attention,” Brendan Irvine-Broque, PageLever’s director of growth, tellsMashable in an email. “So any non-Twitter content (including links to Facebook Pages and Page Posts) is performing much better than before.”

Read more…

Report: Media Chiefs Most Bullish On Mobile, Less So On Social

MediaPost

Asked what the biggest “drivers of growth” in media content consumption over the next three years will be, CEOs of the world’s biggest media companies unanimously cited mobile devices, including tablets, according to a new study from Ernst & Young.

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Infographic: Swapping Personal Info for Content

IDG Global Solutions 

To measure just how important mobile is, IDG Global Solutions surveyed more than 21, 000 IT, business, and consumer users worldwide. To learn about content consumption, popular applications, and device preferences, click to download the white paper 

Chart 9New infographic lores Infographic: Swapping Personal Info for Content

Tablet Market Doubles By 2016, Leaves Microsoft Behind?

MediaPost

Microsoft may have a lot riding on its tablet versions of the Windows 8 operating system, but one market researcher thinks the odds are against them. This is not your grandfather’s  PC market, London-based Generator Research declares in new forecasts that see tablet shipments doubling from 120 million units shipped in 2012 to 250 million in 2016.

The problem for Microsoft and for hardware makers, analyst Andrew Sheehy writes, is that tablet hardware does not follow the patterns of the traditional portable markets. For two decades it has been all about hardware — making it smaller, faster, lighter but more robust in speed and storage. This simply is not the case with the tablet. “[It] requires that vendors come to market with an overall proposition that encompasses digital content, apps and supporting services,” Generator writes. This is not a strong suit of the Dells and HPs, nor arguably is it a strength of the dominant PC OS provider Microsoft.

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Third-Party Cos. Can Sell Google Cloud Services

MediaPost.com

The ability for consumers to traverse from one device to another and for brands to target ads cross-platform will require cloud services to store data and content. Google has announced a partnership program that allows third-party companies to use and sell its cloud services. The move identifies a need for a closer working relationship between marketing, advertising and IT to support data and Web services.

The company divided the partner program into two categories: Technology Partners provide tools that integrate with its platform. Service Partners provide advice and implementation options to use cloud services, aimed at supporting business, mobile and social apps, so companies can dig deeper into business intelligence. At the MediaPost OMMA Data & Targeting conference in Los Angeles on Wednesday, Christopher Snyder — president at Juhll, a marketing agency — said all his company’s offerings rely on cloud services. “We’re a 10-person shop, so I feel we don’t have a choice,” he said. “If the office burned down tomorrow at least all of our work would be saved. We’d only lose furniture.”

Snyder said it doesn’t make sense to store content on a server anymore. Similarly, IDG Tech Network Director of Marketing Danielle Krieger grabs and shares content with internal clients on a cloud service.

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Can Display Get Emotional?

MediaPost

Four of the best brains in display advertising say it’s a format that has plenty of heart — and that it will continually improve its ability to resonate with customers, creating a bond as well as a click. OMMA’S Carrie Cummings gets Neal Mohan, vice president, display advertising, Google; Dean Harris, managing partner, Silvermine Marketing; Corey Gottlieb, managing parter, Targeted Social; and Ekapat Chareonlarp, vice president, IDG TechNetwork talking about display’s soft spot.

Will display ever evoke emotion in users? When? How?

EC: Yes. For a long time, display has become more like a guy handing out flyers on the street than a storyteller as it was meant to be. As part of the industry, we have put metrics to measure how many flyers we get out on the street rather than metrics around user experience and how the story connects with users. I see this changing as rich media becomes a standard for the display business. More beautiful content, more relevant and more pleasant experiences are being introduced via display in unique ways. iab’s Rising Star units marks the era where display gets smarter and more beautiful and begins taking advantage of more human senses rather than just visual (sound, interaction, etc). With digital video replacing tv (Netflix, ted, Hulu), I would say in about five years, we will see more display/video ads become more effective in connecting brand emotions with users and having standardized ways to measure it.

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