Digital Bites: Weekly Roundup of Digital News 8-28-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
RTB Enabled Background Skins via Appnexus Exchange: THANK YOU Gourmet Ads for leading the way, making all ad content biddable!
The Ad Network Transparency Conspiracy – If you’re still using an old school ad network, please for goodness sake, use a verification company along with it!
4A’s Agency Labor Billing Rate Survey is Tip of Iceberg – Root of problem is agencies billing for hours/FTEs and not results!
Can Agencies Evolve? - It’s not the agency’s fault if you aren’t getting what you want out of them. It’s how you’re compensating them.
Taykey Puts New Spin on ‘Real-Time’ with Agile Interest Targeting – Very neat idea but I’d be curious if the results match the “coolness.”
Is Cost-Per-Engagement the New Hot Ad Buy? - I’m going to completely disagree on CPE here for the sole reason that vendors typically price it more like an insurance policy with all upside to them. We’ve been pitched on the CPE thing many times, but when we look at real engagement rates and back out the CPM, it’s usually 2-3x what we would have paid for that CPM and just taken the risk ourselves. Yes, it’s much easier to sell CPE to an agency because they can sell it to the client as “you have no risk!” The same could be said for buying insurance on every aspect of your life. You’d have no risk, but you’d have spent a heck of a lot more money than you ever needed to.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Tags: 4A labor billing rate survey, ad network transparency, adexchanger, cost-per-engagement, gourmet ads, rtb background skins, taykey
Digital Bites: Weekly Roundup of Digital News 8-22-2012
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Myth of the End-to-End Ad Tech Solution – Good points by Michael Greene – agencies wanting “silver bullet end-to-end tech” won’t find it.
Mobile Advertising Marketplace Report – Get ANGRY at your mobile ad network publisher eCPMs of ~$.70 and ad nets selling at $6-10!? Check out Slide 5 in this report.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Digital Bites: Weekly Roundup of Digital News 8-15-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Viewable Impressions: We’ve Got Them – I’m sure Google and DoubleClick have this coming, but let’s go already!
Are you Bidding Against Another Buyer, or Yourself? - great piece
Why Niche Pubs Should Ally – How can niche pubs earn more revenue per impression? Segment and value, segment and value.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Digital Bites: Weekly Roundup of Digital News 8-8-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Nielsen Rolls Out TV Viewing Segments for Online – Nielsen + TV segments online = money wasted in the name of “synergy.”
The Benefits of Showrooming – Agreed: showrooming not good for retailers; brands should be neutral.
How to Use Attribution to Maximize ROI – An attribution masterpiece on iMedia Connection by Kevin Geraghty. Print, laminate, refer to often.
Google to Buy Wildfire for $250M – Google and Facebook are like the U.S. and China. Two giants that compete, don’t always agree, but need to figure out how to get along.
Doubleclick Ad Trading Now Allowed on Facebook – Doubleclick allowed on Facebook, but only on IO buys, not marketplace. Hey Faecbook – want your stock to go up!?!?! Easy change!
La Quinta Inns: Mobile Branding Still Evolving – This could also be read as, “if you want mobile results for your hotel brand, don’t do mobile.” Hmm.
Web Ads Target Based on What you Watched on TV – Targeting users online based on TV watching? Seems incredibly backwards and a degradation of targeting!
Apple’s UDID Tracking Solution Likely to Exceed Advertisers’ Hopes – Very informational – thank youVerve Wireless for some good mobile insights
Media Rating Council – Is your online measurement service actually accredited? Find out with certainty here.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Tags: ad trading, apple udid tracking, doubleclick, google wildfire, nielsen, showrooming, tv web ads, verve wireless
Digital Bites: Weekly Roundup of Digital News 7-30-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Facebook Newsfeed Ads – Let’s call a spade a spade. Facebook isn’t suffering because of its ad model. It was overvalued to begin with!
Curbed’s Lockhart Steele Weighs in on Advertising – Smart publisher! “Giving inventory to ad networks puts you in a world of spiraling CPM’s.”
GM: Global Marketing Chief Joe Ewanick Resigns – Average CMO tenure 18 months? Ewanick lasted 19 – congrats?
Criteo IPO Watch – A $300MM business built mostly on re-targeting? Wow.
Making Behavioral Targeting Fashionable for Direct Response Conscious Advertisers – Long and esoteric, but some good points about why more than RT is right for DR clients.
Made an Ad Buy? Here’s your laptop – How awful – Izea outright buying agencies’ business. Clients, you should be pissed.
Buddy Media Announces Powerful New Facebook Ad Capabilities – Buddy Media’s new dCPM sounds good, but takes power from buyer and puts it into machine.
Pinterest eCommerce Strategies Result in Sales – Second example I’ve seen of Pinterest driving real ROI, yet it’s still ethereal for other social nets.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Tags: behavioral targeting, buddy media, criteo, facebook ads, gm cmo, izea, pinterest, retargeting
Ask the Digital Media Expert: What does the 2020 Agency Look Like?
Welcome to our first edition of Ask the Digital Media Expert. All questions are answered by Goodway Group’s COO Jay Friedman.
Have a burning digital media question? Send it to us at melissa@goodwaygroup.com
QUESTION:
What does the “digital Agency” of 2020 look like? How are they functioning?
ANSWER:
More than anything, the agency (not just digital agency) of 2020 is buying one impression at a time in all media. Not that magazines and radio spots won’t exist, but most of them will be digitized with identifiers that help you target one user at a time. So, you’ll buy an on-demand impression in a tablet-based magazine based on all of their browsing AND offline data you know about them. You’ll buy dynamically inserted TV spots based on the same type of data. It truly becomes “1:1” based on highly segmented messaging and targeting. Get ready. It’ll be fun!
Ask the Digital Media Expert: Digital Campaign Tool
Welcome to our first edition of Ask the Digital Media Expert. All questions are answered by Goodway Group’s COO Jay Friedman.
Have a burning digital media question? Send it to us at melissa@goodwaygroup.com
QUESTION:
What digital campaign tool would you suggest to a small b2b company that wants to increase visibility of a specific product in order to reach new markets?
ANSWER:
Broad question! First and foremost, you must have your SEM/SEO humming. More than anything it’s vital to be in front of prospects that are already looking for your services. Next, I would consider display re-targeting for any visitors that come to your web site and don’t “convert” (i.e. sign up for a newsletter, etc.). From there, NAICS IP address targeting might work. If there is a specific type of business (or even a specific business if it’s large enough) that is the right prospect for your product, you can target display ads just to those businesses and be very successful.
Tags: display retargeting, sem, seo
Digital Bites: Weekly Roundup of Digital News 7-24-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Adometry Zigs, Visual IQ Zags on Facebook Attribution – To be fair, Adometry doesn’t require tags in ads (like Visual IQ) either, it’s just easier for some clients.
Unanswered Q&A from Viewable Impressions Webinar – Patience Kirby – IAB’s 3MS will solve in-view issue but full industry adoption is needed.
2012 Silverpop Email Marketing Metrics Benchmark – New email benchmarks are out!
Name your Favorite Banner Ad from Last Month – “Name your favorite banner ad from last month” is a misguided attempt to say banners don’t work. Banners work. Studies prove it. Also, if you want to see data leakage, visit Business Insider and use ghostery. 40 3rd party cookies!!!
Report: iOS 6 Ditches Password Requirement for Free Apps – Finally!
The Incredible Click Rate of Nothing – Blank ads get a .08% CTR – WHY are you still measuring CTR?!?!
Mindshare’s Tough Love: Ad Partners have 7 Days to Perform – 7 days to perform is short-sighted, not tough love. Agencies should select good partners/integrate them appropriately.
Patch and the Advertising Value of Local – Agree: geo alone is a free commodity, there needs to be more.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Tags: adometry, blank ad ctr, facebook attribution, favorite banner ad, geotargeting, iOS 6, local advertising, mindshare, patch, silverpop email marketing metrics benchmark, viewable impressions webinar, visual iq
Digital Bites: Weekly Roundup of Digital News 7-18-12
Digital Bites is a weekly roundup of articles filled with digital media insights and news along with quips from Goodway Group’s COO Jay Friedman.
Now It’s Time for Mobile RTB Ads – RTB’s biggest benefit is ability to bid on audience. In mobile we know so little about the audience. mobile+RTB? “eh”
Facebook Releases Premium Ad Inventory – “Duh” of the day. Facebook opens homepage to automated buying –> prices go up.
New Yahoo CEO Greeted with Small Revenue Gains – The notion of even linking the earnings call with Mayer’s arrival is just plain dumb.
Digital Media Recruiting Video – Terence Kawaja’s terrifying visualization of the executive musical chairs at online’s giants.
Jumptap Finds Mobile Click Rates Alone Can be Strongly Misleading – CTR and eCPA are inversely correlated. Nothing new here, just done for mobile.
–
Get your message in front of the right audience, on the right sites, at the right time. Contact us at http://www.goodwaygroup.com/contact
Tags: digital media recruiting, Facebook premium ad inventory, jumptap, mobile click rates, mobile RTB ads, Terence Kawaja, Yahoo CEO Mayer
Ask the Digital Media Expert: Budgeting for Online Campaigns
Welcome to our first edition of Ask the Digital Media Expert. All questions are answered by Goodway Group’s COO Jay Friedman.
Have a burning digital media question? Send it to us at melissa@goodwaygroup.com
QUESTION:
What’s the minimum budget for setting up an effective online ad campaign?
ANSWER:
It’s less about the amount alone and more about the amount and how that meshes with your target and objectives. If you’re a B2B marketer with very specific target companies, you could do an effective online display campaign for $500/mo. However, if you’re B2C and anything larger than your local Subway sandwich shop, you’ll need much more. We typically see advertisers/agencies fall into a couple traps here. First is, “how little can I spend online in general?” If you’re asking that question, don’t do online. No one who asked that question about TV or radio ever succeeded there, so right now is not right for you and online.
If you’re saying, “What is the right amount to spend online”, it’s all about your target and the geo. If you’re a hospital in a major suburb, the first question I’d ask is, What are you trying to say? Are you talking about emergency services? A specific specialty? Remember, just like any other medium, each new message you place requires its own media weight behind it. So, saying “all of those” will require a very large budget. Of course, emergency services requires a larger budget than bariatric surgery, since the target is much bigger. Then, it’s also important to set your geo. Where do your customers really come from? Once we know these two things we can set a budget. So as not to dodge your question, if it’s emergency services in a large suburb of a major city with one message, about $10,000/mo would be a good amount.
