Archive for the ‘Display Advertising’ Category


Nov

8

imagesWith a conference the size and importance of ad:tech, each attendee is likely to give a different answer when asked ”so, how was the show?” From my perspective, ad:tech, along with the industry it serves, is alive and well. Now in its second year at Javits Center, ad:tech New York has never been short of attendees, with around 13,000 pre-registered for the show last week (Nov. 2-4). 

Typically the signal-to-noise ratio at ad:tech is so bad it requires you to speak with 1o people to arrive at a single qualified conversation on the show floor. But I’m pleased to report that the efforts of ad:tech chairwoman Sarah Fay and the DMG management team to pull the show back from the brink of being an affiliate vendor-fest appear to be working. During the couple of hours I walked the floor, in addition to at least three prospective CPA/CPL advertisers, I met representatives of Pepsico and Vonage, both of whom seemed open to new opportunities. Exhibitors echoed this sentiment, which was great to hear since even with a booth, introductions to big brands are unlikely unless prearranged.

While my primary focus was to evangelize ValueClick Media’s recent advancements in data, audience targeting and optimization technology among press, clients and digital opinion leaders, I did a fair amount of listening too, and came away with a few themes worth sharing:

  • The ad:tech conference is healthy and so is online advertising. No recession here, thank-you-very-much and knock on wood.
  • Social commerce is hot, with some mentioning the Gap ‘deal’ by name.
  • Questions abound regarding how, when and where social, mobile, local and search intersect with meaningful traction.
  • Lots of buzz surrounding the Rubicon/FAN and Specific/BBE deals, rumors of AOL buying Dotomi and other video consolidation anticipated.
  • A prevailing attitude of “enough already” when it comes to the over-labeling, shiny-button syndrome that seems to plague our industry. People are ready for consolidation and until then want to simplify the silos in ways that can make it easier for brands to buy from digital media providers.

If you are in agreement with the last point, you should love the video investment banker and savvy online self-promoter Terence Kawaja posted during the conference. Enjoy!

For more information from the conference, the ad:tech blog is always a good read.

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Posted in Brand Marketing, Conferences, Display Advertising, Online Advertising, Online Marketing, Venture Capital


Sep

24

comscore logoThis week comScore and ValueClick Media released a white paper I co-authored titled “When Money Moves to Digital, Where Should It Go? Identifying the right media-placement strategies for digital display.”  The study was based on over 100 campaigns run on the ValueClick Media network and used comScore’s Action Lift reporting methodology to evaluate the impact of various display placement and pricing strategies on site visitation and search behavior .

                       Read the press release.                        Download the paper.

While cross-media and search vs. display has been studied previously, to our knowledge this is the first quantitative analysis of the view-through effectiveness of various display placement strategies (Audience Targeting, Contextual Targeting, Retargeting) and pricing options (Premium/CPM, Efficiency/CPC). And while the study is by no means exhaustive, and may even raise more questions than it answers, it validates the efficacy of display advertising and provides direction on which placement strategies to deploy to drive advertiser performance, whether measured by brand or direct response metrics.

Here are a few of the key findings:

  • Retargeting works extremely well and should be considered for both direct response and branding initiatives
  • Some placements create new traffic while others find audiences that are already engaged with the subject
  • Marketers in different industries take advantage of the strategies differently
  • All multi-strategy marketers increased site visitation above the norm
  • Advertisers who used three or more placement strategies tended to have one metric in which they disproportionately beat the norm

While the study was exclusively on placements across the ValueClick Media network, it was not sponsored research, but rather done in partnership with comScore. Regardless, the campaigns were all sold and delivered on a single network, so a different network or analysis across an entire campaign may have shown different results.

That said, the data tells an interesting story about ValueClick Media. Most surprising to me was the lift, however small, driven by the RON baseline, something we attribute to the impact data and optimization is increasingly having on the ability to predict the performance of every impression — a huge validation of our technology. Contextual pricing probably skewed high due to inclusion of campaigns run on our more exclusive vertical networks. And the data suggests we just may be undervaluing our audience targeting and retargeting inventory.

Laurie Sullivan did a great job of recapping the results of the paper in her MediaPost article published today. I will be presenting the research with Anne Hunter on Tuesday at the IAB MIXX conference in NY. Our workshop is up against sponsored content from Google/AdMob, Yahoo! and AOL, so I’m eager to see what audience we attract. Whoever comes, I’m looking forward to seeing everyone during Advertising Week in NY!

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Posted in Ad networks, Advertising, Behavioral Targeting, Display Advertising, Marketing, Online Advertising, Online Marketing, Research


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