Leading Operations Online
“The world is getting smaller and more global, and more companies from small to large are doing business across borders,” says Jay Lauf, Publisher of The Atlantic’s new mobile-specific news site Quartz. “Global business professionals, almost by definition, are very mobile, very tech savvy, and very connected. They need things to be always on as they cross time zones.”
As the world’s attention becomes increasingly divided, traditional publishers have learned to follow their audiences across multiple screens. However, the multiscreen approach was quite apt for Atlantic Media Company as it sought to nourish a growing audience segment - global business professionals juggling multiple devices.
“At Atlantic Media Company, we look at spaces adjacent to our properties that don’t do exactly the same thing,” Lauf explains. “As we surveyed our market, we saw one demographic growing in both numbers and importance: global business professionals. So, we came up with a product to serve that market and to serve it in a way that is...
Getting Ready for Sonoma
There's tons going on over here at AdMonsters, including a major update -- we've filled all our seats for our Sonoma Publisher Forum. We're truly excited to have industry leaders from some great companies including the Washington Post Company, NBC Universal, BuzzFeed, and more, joining us in Sonoma, March 3-6.
If you didn't snag a seat for Sonoma, don't fret, you can still put your name on the wait list. And, check out our other upcoming events, including our OPS Markets event on April 4 in New York, and our Boulder Publisher Forum, Aug. 18-21.
A Lot Of Chatter About TV
Just in case you didn’t know, the online world has a sort-of addiction to television – actually, more like a TV...
People work in unique and fascinating ways; and, AdMonsters wants to highlight the creative methods that ad-ops professionals use to run their businesses and operations. Called "Monster In the Mirror," each week we showcase how industry leaders work -- from their favorite organizational tools and technologies to their favorite ad-ops trends.
This week, we showcase NPR's VP of Digital Strategy and Ad Operations, Bryan Moffett. Moffett, unlike many of us (no shame), keeps his inbox relatively tidy and read just about every message that comes his way. As for the hottest trends in advertising, Moffett is all about responsive design and how the emerging technology may affect advertising in the long run. As for native advetising, well, just see what he has to say below.
And, if you missed our first entry in the series, read what makes...
The debate over viewability rages on; and, if you've been around AdMonsters lately, you know there are quite a few views on viewable impressions. Our U.S. Editor, Gavin Dunaway, dove into the viewability fray at a viewability panel discussion at Digital Brand Forum in New York a couple weeks ago, where metrics and standardization were big topics.
“It’s easy to get behind – viewability has a lot of momentum right now,” Yieldex Cofounder and CSO Tom Shields said during the panel discussion. “But the technology does not currently exist to measure viewability consistently. In addition, none of the solutions agree with each other.”
In a world where brand advertisers can't rely on clicks to accurately measure the impact of their online display campaigns, a different method of attribution needs to be employed. This is where post-impression tracking comes into play. And this is why advertisers seem to be asking for post-impression tracking more often these days: they need a better way to attribute the results of their ad campaigns.
The Limitations of Post-Click Attribution
Last-click attribution is the oldest and most common method of conversion tracking for online display campaigns. It appeals most to more bottom-of-the-funnel-type performance marketers, or direct response (DR) advertisers. But it doesn't account for more top-of-the-funnel marketing efforts that promote brand searches, among other things.
Brand advertisers that have paid attention to industry reports already understand that less than 1% of the Internet population are even classified as "clickers". Which implies that 99% of people are not clickers. Meaning that brand advertisers need a better attribution methodology to measure the effectiveness of their campaigns. Fortunately, this is possible with post-...