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Showing posts from March 26, 2014
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Buzzfeed Goes Proprietary | Facebook Expands 'Look-Alike' Audiences | Obamacare, as Other Political Campaigns, Eschews Online

Social: Buzzfeed continues the trend of developing proprietary relationships with agencies, with WPP said to be about to make an announcement. Facebook is increasing the criteria that can be used to create "look alike" audiences, essentially larger swathes of people who share characteristics with those who would be retargeted. Media: The Obamacare campaign is widely reported to be run [...]



via MarketingVox News & Trends

“Real Time” in Display Advertising Doesn’t Really Mean Real Time

A lot of nonsense is spoken today regarding “real-time marketing” and “real-time bidding,” yet most of what is actually being bought isn’t really “real time” at all, and marketers need to know why that’s a problem.
With the rise of the media exchanges came the separation of the media (the “where” to target) from the data (the “who” to target). The marketer was able to stop simply shouting their message at crowds, and instead became able to pick and choose the individuals they wanted to talk to. The promise was efficiencies unseen in marketing before.
There is however a problem. Whilst the media became real-time, the data did not, and the promise was broken.
The term real-time bidding, or RTB, is commonplace industry language. The term specifically refers to the media that is being purchased; it is the ad impressions themselves that are real-time. The data being used to determine which impressions to commit to, and at what price to pay, is mostly slow-time at best, and even worse, is ofte…

Marketing Day: March 25, 2014

Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
From Marketing Land:

Facebook Adds More Targeting Power To Lookalike Audiences

Facebook announced today it is adding more targeting capabilities to lookalike audiences. Now advertisers will be able to create audiences based on the people who visited their websites, use their mobile apps or are connected to their Facebook pages. Whereas back in the olden day of last week, advertisers could only create lookalike audiences based […]

Adobe Keeps Adding To Its Marketing Cloud, Previews Online-Offline Optimization Technology

Adobe kicked of its annual Summit for customers with a slew of announcements around the Adobe Marketing Cloud, its hub of digital marketing products. In a preview of what’s on the horizon, Adobe shared a look at technology it’s calling Marketing Mix Planning. It will become a core service in the Marketing Cloud and is […]

Disney To Acquire Maker St…

Facebook Adds More Targeting Power To Lookalike Audiences

Facebook announced today it is adding more targeting capabilities to lookalike audiences.
Now advertisers will be able to create audiences based on the people who visited their websites, use their mobile apps or are connected to their Facebook pages. Whereas back in the olden day of last week, advertisers could only create lookalike audiences based on CRM data like email addresses, phone numbers and user IDs.
The expanded targeting options will give advertisers more opportunities to scale their campaigns while still maintaining a fair amount of targeting control.
Here’s the rundown of the new options:
Similar To Website Purchasers– Use data from either the Facebook Conversion Pixel or the Custom Audiences for Websites pixel to reach people who are similar to those who previously made purchases on an advertisers’ website.
Similar To Mobile App Users – Create lookalike audiences based on people that have used a mobile app in specific ways such as people who’ve downloaded songs from their mus…
Native: You know it's gotten bad for publishers when Adweek puts out an article, that's actually a paid placement, the gist of which is a how-to for marketers to build content teams so that they don't need publishers anymore. Marketing Automation: SAP saw writing on the wall, and apparently it read "Pack it in," as the ERP software's [...]



via MarketingVox News & Trends

Disney To Acquire Maker Studios For $500 Million In Move To Grow Its YouTube Audience

The Walt Disney Co. announced it is acquiring Maker Studios for a reported $500 million dollars, and claimed it would pay an additional $450 million if the popular YouTube video supplier meets specific growth targets.
According to The New York Times, the acquisition will help Disney build out its distribution and programming expertise.
“Maker already has a very large audience that will only keep growing, and that is something that would be hard to build on our own,” said Disney executive vice president for corporate strategy and business development Kevin Mayer in the New York Times report.
The New York Times claims Maker Studios has one of the largest networks on YouTube, managing around 55,000 channels, and generating more than 5.5 billion monthly views from its 380 million subscriber base.
In a report from Reuters on the acquisition, Mayer said the deal will help Disney attract more millennial viewers, as well as provide “a lot of data” to help the entertainment company promote its var…