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jerryking : online_advertising   39

Little Brother
Sep 11th 2014 | The Economist | Alexandra Suich.

In 1963 David Ogilvy, the father of Madison Avenue and author of a classic business book, “Confessions of an Advertising Man”, wrote: “An advertisement is like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar, and keep it sweeping.”.....Behavioural profiling has gone viral across the internet, enabling firms to reach users with specific messages based on their location, interests, browsing history and demographic group......Extreme personalisation in advertising has been slow to come... online advertising space is unlimited and prices are low, so making money is not as easy as it was in the offline world,.....Digital advertising is being buoyed by three important trends. The first is the rise of mobile devices, such as smartphones....The second, related trend is the rise of social networks such as Facebook, Twitter and Pinterest, which have become an important navigation system for people looking for content across the web. ......The third big development has been the rise of real-time bidding, or “programmatic buying”, a new system for targeting consumers precisely and swiftly with online adverts. Publishers, advertisers and intermediaries can now bid for digital ads electronically and direct them to specific consumers at lightning speed.....The lines between established media businesses are becoming blurred. Richard Edelman, the boss of Edelman, a public-relations firm, describes the media and advertising business as a “mosh pit”. .... clients’ biggest question is whether people will even notice their ads. ...This special report will show that technology is profoundly changing the dynamics of advertising. Building on the vast amount of data produced by consumers’ digital lives, it is giving more power to media companies that have a direct relationship with their customers and can track them across different devices. ....Consumers may gain from advertising tailored to their particular needs, and so far most of them seem content to accept the ensuing loss of privacy. But companies are sensitive to the potential costs of overstepping the mark. As the head of one British advertising firm puts it: “Once people realise what’s happening, I can’t imagine there won’t be pushback.”
Facebook  Twitter  Pinterest  Ogilvy_&_Mather  David_Ogilvy  behavioural_targeting  pushback  books  effectiveness  haystacks  privacy  native_advertising  ad-tech  Conversant  Kraft  personalization  trends  mobile_phones  smartphones  social_media  real-time  auctions  programmatic  advertising  online_advertising  Omnicom 
february 2017 by jerryking
What Is Programmatic Advertising And Is It The Future?
Had to start out with what I thought was the obvious first question - wanted to get his personal definition. And then learn more about his company, what they are doing in the arena and how they are different. And also what he thinks marketers are doing wrong when it comes to advertising in the digital space.

SO: What is "programmatic advertising?"

GC: Programmatic Advertising is the automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes how online campaigns are booked, flighted, analyzed, and optimized via demand-side software (DSP) interfaces and algorithms.
programmatic  advertising  online_advertising 
february 2017 by jerryking
Breitbart Treats Kellogg to Its Smash-Mouth Style - The New Yorker
By Rob Walker   December 9, 2016

There are downsides to the efficiency of programmatic advertising. The reliance on machine learning and data crunching, rather than more subjective measures, can lead brands to display their wares in online environments they’d normally avoid—including fake-news sites, or highly partisan, provocative, and divisive ones—and they may not even be aware that it’s happening. It evidently took the involvement of human beings—a very small number of human beings, using social media—to make this clear to advertisers like Kellogg.
programmatic  Kellogg  Breitbart  advertising  online_advertising 
february 2017 by jerryking
How automation is shaking up the advertising industry - The Globe and Mail
NEW YORK AND TORONTO — The Globe and Mail
Published Friday, Jun. 26, 2015
programmatic  advertising  automation  Susan_Krashinsky  online_advertising 
february 2017 by jerryking
Buy, buy, baby
Sep 13th 2014 | The Economist

The advertising industry is going through something akin to the automation of the financial markets in the 1980s. This has helped to make advertising much more precise and personalised. Some advertising agencies and media companies have told their executives to read “Flash Boys” by Michael Lewis, a book about Wall Street’s high-speed traders, to make quite sure they get the message......Real-time bidding sounds high-tech but straightforward. When a consumer visits a website, his browser communicates with an ad server. The server sends a message to an exchange to provide data about that user, such as his IP address, his location and the website he is visiting. Potential ad buyers send their bids to the exchange. The highest one wins and an ad is served when the website loads. All this typically takes about 150 milliseconds.

In reality, though, the ad-tech ecosystem is stupefyingly complex. Luma Partners, an investment bank, has put together the "Lumascape", a bafflingly crowded organisational chart showing several hundred firms competing in this market. Sellers of advertising space often go through technology firms: a "supply-side platform" (SSP) helps publishers sell their inventory, and a "demand-side platform" (DSP) gives access to buyers. Many choose a data-management platform (DMP) to store and buy information about users.

Advanced behavioural targeting, which uses technology to reach specific users with the desired characteristics, helped advertisers increase their return on investment by 30-50%. One popular tactic is "retargeting", which allows advertisers to look for people who have visited their website before and show them an ad related to an item they were looking for but did not buy.
online_advertising  programmatic  advertising  advertising_agencies  LBMA  behavioural_targeting  location_based_services  automation  real-time  algorithms  ad-tech  auctions  ROI 
february 2017 by jerryking
TV Networks Borrow Page From Digital Rivals to Attract Advertisers -
MAY 11, 2015 | NYT | By SYDNEY EMBER.

Coca-Cola is just one of many brands now shifting advertising budgets to digital and social media, which offer the promise of better consumer data and the ability to reach targeted audiences....“Everyone is coming out with a data play, a data product, right now,” said Jeff Lucas, head of sales for Viacom Media Networks, whose channels include MTV and Nickelodeon.

Television networks, which rely on the upfront season for tens of billions of ad dollars, are facing declining ratings and heightened competition from digital outlets. And while television still dominates the ad market, with some $70 billion in ad spending last year in the United States, online ad spending is swelling. In particular, digital video, which attracted $5.8 billion in ad spending in the United States last year, is expected to grow to $7.8 billion this year and to $12.8 billion by 2018, according to the research firm eMarketer.....the line between TV and digital is blurring, and that advertisers care more about the effectiveness of their ads than where they run.
Coca-Cola  television  advertising  digital_media  online_advertising  web_video  Hulu  tools  brands  effectiveness  data_driven 
may 2015 by jerryking
Listen to Pandora, and It Listens Back -
Published: January 4, 2014

After years of customizing playlists to individual listeners by analyzing components of the songs they like, then playing them tracks with similar traits, the company has started data-mining users’ musical tastes for clues about the kinds of ads most likely to engage them. ... some companies are trying to differentiate themselves by using their proprietary data sets to make deeper inferences about individuals and try to influence their behavior... Pandora, for one, has a political ad-targeting system that has been used in presidential and congressional campaigns, and even a few for governor. It can deconstruct users’ song preferences to predict their political party of choice.
Pandora  music  massive_data_sets  algorithms  behavioural_targeting  data  voting  elections  online_advertising  streaming 
january 2014 by jerryking
Why retailers love customers who shop on their smartphones - The Globe and Mail
Jul. 18 2013 | The Globe and Mail | SUSAN KRASHINSKY.
The study found that, unsurprisingly, even the most plugged-in consumers do not tend to click on digital ads. Of the smartphone owners surveyed, two-thirds said they “rarely” or “never” click on online advertisements, with the minority reporting that they do so regularly. It helps when an ad is personalized. In that case, 49 per cent said they would regularly click on ads. But even then, just over half still said they would rarely or never consider it. The greatest opportunity for marketers is arguably not in advertising to those digitally connected consumers; it is in offering them something they will find useful....“We are witnessing a seismic change in consumer behaviour due to the emergence of social and digital platforms and the significance and ubiquity of mobile as a consumer platform,” Mr. Schultz told analysts on a conference call in April to discuss the company’s earnings. The data Starbucks can now collect on those users are crucial for it as a marketer.

“Retail has historically been a rather anonymous transaction for many,” said Lori Bieda, executive lead for consumer intelligence at SAS Canada. “… Mobile makes a consumer known to retailers.”...The SAS research showed that people want their phones to act as “personal shoppers.” Those surveyed said they would be more likely to return to a store that sent them offers on their mobile devices – but that’s highly contingent on those offers being relevant and targeted to that person’s preferences.
bricks-and-mortar  consumer_behavior  customer_loyalty  Indigo  market_research  mobile_applications  mobile_phones  online_advertising  personal_shoppers  retailers  seismic_shifts  smartphones  Starbucks  Susan_Krashinsky 
july 2013 by jerryking
Secrets of a Successful Pay-Per-Click Campaign
Click. Click. Ka-ching
Ever wondered whether running ads on Google would boost your business? PAUL LIMA explains why it’s worth it– and how to do it.
Globe and Mail – May 6, 2008
online_marketing  online_advertising  pay-per-click  Google 
november 2012 by jerryking
Advertising's Brave New World -
MAY 25, 2007 | WSJ | By EMILY STEEL

Advertising's Brave New World. Different Lineup of Players Emerges With Online's Rise

"The biggest innovation in the advertising industry during the last 70 years before digital was color TV," says Ajaz Ahmed, chairman and co-founder of independent digital marketing agency AKQA. "The agency of the future will be half a software company and half an entertainment company because that's the new landscape."
advertising  statistics  Google  Microsoft  Publicis  DoubleClick  online_advertising 
october 2011 by jerryking
An Infographic about the Online Advertising Landscape
Sep.28, 2010 |in Online Advertising|by Terence Kawaja

An infographic about the internet advertising landscape has been created
by Terence Kawaja of LUMA Partners. The graphic is showing the
value-added chain of advertising starting with ad agencies and adserver
providers followed by various value added service providers like ad
optimization companies and ad exchanges to the end of the chain reaching
the audience. It is a nice overview illustrating both the market
participants and the processes within the online advertising market. You
may download the infographic here or access it by the following
article, which includes an interview with the creator.
advertising  value_chains  infographics  digital_media  ecosystems  competitive_landscape  online_advertising 
september 2011 by jerryking
Shunned Profiling Technology on the Verge of Comeback -
Shunned Profiling Technology on the Verge of Comeback. Two U.S.
companies, Kindsight Inc. and Phorm Inc., are pitching deep packet
inspection services as a way for Internet service providers to claim a
share of the lucrative online ad market.
privacy  ISPs  online_advertising  customer_profiling 
november 2010 by jerryking
China Web Ads Are New Frontier -
JULY 22, 2010 | Wall Street Journal | Emily Steel. Agencies'
New Frontier: China Web Ads. Publicis, Interpublic to Launch
Digital-Ad Buying Units in the Country, Hoping to Capitalize on a
Fast-Growing Market
Publicis  advertising_agencies  online_advertising  WPP  Martin_Sorrell  Baidu  Tencent  China 
august 2010 by jerryking
Let Your Fingers Do the ... Surfing -
JULY 10, 2006 | Wall Street Journal | By JULIA ANGWIN.
Yellow-page publishers are searching for ways to stay relevant in a
new-media world
online_advertising  City_Voice  Julia_Angwin  Yellow_Pages  local_advertising  keywords 
july 2010 by jerryking
Conquering the Digital Haystack, Search Techniques
Jan 1, 2005 | Inc. | Bob Buderi. "Will Google or Microsoft
buy Blinkx and crush it, or ignore it? Who knows? At the same time, all
the big players -- joined by firms like directory giant Dex Media and
online business service provider Interland -- have launched search
initiatives of their own. Many of these are aimed at small businesses,
including affordable fixed-price plans that guarantee certain numbers of
keyword clicks and local advertising programs. At the moment, it's the
trend that's important rather than any one particular offering. "
online_advertising  City_Voice  small_business  local_advertising  haystacks 
july 2010 by jerryking
Get Me Rewrite! Hyperlocal's Lost
Sep 2009 | Fast Company. , Iss. 138; pg. 52, 3 pgs | by Michael Gluckstadt.
ProQuest  hyperlocal  business_models  online_advertising  City_Voice  newspapers 
july 2010 by jerryking
Autobytel Inc.; Autobytel Debuts Innovative, Cost-Effective Local Marketing Opportunity for Nation's Dealers
Anonymous. Journal of Transportation. Atlanta: Feb 25, 2008.
pg. 16. How LocalConnect Works

For new vehicle dealers, the ads displaying special offers (updated
weekly) are exclusive to each dealership brand in the consumer's area
and are targeted to appear at relevant points during consumer research
activity. For example, if a consumer is researching the brand the dealer
carries, the local dealership's marketing messages and an 800 number
that dials directly into the dealership will automatically appear,
together with the opportunity to click through to view special offers as
well as customized video demonstrations and slideshows spotlighting
specific dealer inventory. Each ad's effectiveness is tracked with
detailed activity reports including amount of time spent viewing the ad,
click-throughs, emails and phone calls with playback.
ProQuest  online_advertising  websites  marketing  market_opportunities  City_Voice  classified_ads  second_hand  shopping  retention  local 
july 2010 by jerryking
Feb 22, 2010 | Advertising Age. Vol. 81, Iss. 8; pg. 20, 1 pgs | by Simon Dumenco.
predatory  ProQuest  Google_Voice  Google  search  online_advertising  City_Voice 
july 2010 by jerryking
For Tech Companies, Downturn Serves as Cause for Common Ground -
June 29, 2009 | New York Times | By ERIC PFANNER. Internet
companies and ad agencies have no choice but to work together to develop
ways to make money from digital media.
online_advertising  economic_downturn  Google  Microsoft  advertising_agencies  digital_media  WPP 
june 2009 by jerryking
Put Ad on Web. Count Clicks. Revise. -
May 30, 2009 | New York Times | By STEPHANIE CLIFFORD. This
approach turns marketing “upside down,” says Ron Proleika, the vice
president of marketing communications at Windstream Communications, an
Internet service provider and a client of Mr. Herman’s. “It forces
marketers to stay on their toes and think of thousands of small great
ideas instead of one great big one."
online_advertising  analytics  data_mining  competingonanalytics  advertising 
june 2009 by jerryking
How Marketers Hone Their Aim Online -
JUNE 19, 2007 | Wall Street Journal | by EMILY STEEL

How marketers are increasingly using behavioural targeting in online ad
buying to boost marketing effectiveness (greater granularity)
online_marketing  online_advertising  privacy  granularity  Emily_Steel  online_behaviour  behavioural_targeting 
april 2009 by jerryking
WPP, Google to Fund Web-Ad Research -

The two companies are teaming with institutions including HBS, Sloan and
Stanford University to fund & research: (1) how ads in traditional
and digital media work together to influence consumer choices; (2)
psychology and neuroscience to analyze how the brain determines whether
Web ads are relevant; and (3), how Chinese Internet users respond to
different online-ad formats, such as display and search ads.
Emily_Steel  Google  digital_media  market_research  cross-cultural  China  online_advertising  neurosciences  WPP  consumer_research  digital_influencers 
march 2009 by jerryking
Local Web-Ad Market Cools Down -
FEBRUARY 17, 2009 | Wall Street Journal | by EMILY STEEL.
Article on the local advertising market and how it's being impacted by
the recession.
Emily_Steel  small_business  local  local_advertising  Web_advertising  Internet_advertising  online_advertising 
february 2009 by jerryking

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