Leading Operations Online

July 5, 2012

In some areas of marketing communications (well, in most in fact) the procurement department might as well be the Bogieman, Mr Judder Man and George Osborne rolled into one. And with good reason, many would say – namely the people who have found budgets slashed by them.

But no matter how people might bemoan the role of procurement, it is here to stay and it serves agencies (especially those working in the online arena) to try and work with them, and this is one of the main (but not the only) reasons why our payment by performance model is valued by clients.

The payment by performance model helps to empower marketers by removing some of the barriers that can traditionally exist with online advertising.  It encompasses a variety of different metrics such as CPM, CPC, CPLand, CPA, CPE, CPDownload, which when used alongside clients objectives, site visits, unique users, site conversion statistics, offer, product and pricing can mean that realistic goals are set and can be achieved.

It can also help to unlock or redistribute budgets by...

The world of Social Media advertising continues to evolve at an unprecedented pace, which, at times, can leave brands confused and unsure of the best strategy for them.

Given the recent announcement about the launch of Facebook’s RTB Exchange, a wealth of opportunities have been opened up to brands.

However, it also flags questions about how these new features and tactics will work and what it means in relation to the definition of ‘Social advertising success’.

The first strategy - and primary goal - with any social media budget remains to continue to grow and nurture engaged audiences and a community online. The overarching power of Facebook lies not just in the pure ability to serve a highly targeted impression to an individual, but also to retain that person within a social environment and communicate with them on a consistent, ‘Always On’ basis via rich, compelling content.

There are already countless examples of brands that are doing this well (and many not doing this so well) and it’s clear that...

The days of the desktop internet are almost over.

The writing was on the wall back in 2010 when smartphone sales first overtook those of PCs; when Morgan Stanley predicted that mobile search would overtake desktop search by 2013; and when Apple first unveiled the iPad. Since then the trends that got us to that point have only accelerated, so that now we stand on the cusp of a new era of internet development – the era of ubiquity.

And as we approach the point of inflexion, it’s important to break away from the word mobile, all the past discussions of the “year of mobile” notwithstanding. Mobile is linked too firmly to the phone, and the period we’re now moving into is far more complicated than that.

Untethered communication includes the mobile phone, but it also includes the myriad uses made possible by different types and sizes of tablets, connected TV, addressable outdoor screens and more. But it will draw one crucial lesson from the evolution of the mobile phone.

Just...

How ad technology vendors capture, monitor and use data can have a tremendous impact on their success. Let’s look at seven practices that can transform a vendor’s data collection processes and business model for the better.

1. Invest in Data Operations Talent

In my last blog entry on the metamorphosis of the ad trafficker, I focused on the notion of marketers and agencies investing in talent to manage and optimize the flow of data to the third-party vendors they work with. Vendors, however, have just as much to gain by more effectively receiving and utilizing data.

Today, advertisers are making their data more widely available at very granular levels of detail. That introduces great opportunities for vendors to provide a wider array of services and strategic insights, but making all that data actionable requires management of abstract concepts like relationships between disparate data elements. A vendor’s “data operations” team would, for example, understand when to aggregate data instead of...

June 28, 2012 Gavin Dunaway

The broadcast networks’ furor over Dish Network’s AutoHop offering, which pretty much cuts the commercials right out of recorded primetime TV content, hasn’t just hit courtrooms, it also caught the eye of one of America’s top satirists. On June 26, Stephen Colbert dedicated a section of his show, “The Colbert Report,” to the AutoHop controversy in a most interesting fashion: he turned his coverage into a commercial for KFC.

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The Colbert Report
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