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Showing posts from December 16, 2014

IAB Says 100 Percent Viewability Isn’t Possible Yet, Sets 70 Pct Threshold

In a new paper titled “State of Viewability Transactions 2015″, the Interactive Advertising Bureau (IAB) aims to set expectations as the industry shifts to measuring and buying display ads on a viewable impression basis rather than by served impressions. First and foremost, buyers and sellers implementing viewable impressions as measurement currency should not “expect to observe rates of 100 percent in analyses of their campaigns”.
That statement echoes that of the Media Ratings Council (MRC). The IAB calls 2015 a transition year in which agencies, publishers, marketers and ad tech firms will need to work together to implement viewability as the new currency.
“It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media,” said Randall Rothenberg, President and CEO, IAB. “The MRC said it best – 100 percent is currently unreasonable. Why? Beca…

Survey: Just A Third Of Digital Marketers Make Mobile A Priority

In a survey by Marin Software, just a third of the more than 300 digital marketers polled in the US and UK said they make creating seamless customer experiences across devices a priority. Despite the shift in consumer usage of mobile devices, the majority of the marketers surveyed said they still don’t make mobile a priority. Over half (57 percent) said they optimize for mobile when they can but don’t put great focus on it and 10 percent said it’s not a significant part of their strategy.
Part of the challenge in adopting mobile strategies maybe a function of overload. A full 75 percent said their jobs became more complex just in the past year as a result of media fragmentation and data overload.
The survey aims to look at the challenges marketers are facing in cross-channel marketing. Attribution modeling across channels was cited as the biggest road block to implementing effective cross-channel marketing. If marketers can’t successfully measure the impact of their mobile campaigns, th…

More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting

A new survey commissioned by AdRoll found that marketers dedicated more of their online budgets to retargeting in 2014.

The percentage of marketers that now spend over 50 percent of their digital ad budgets on retargeting doubled from 7 percent to 14 percent this year. That number is even higher in large companies; 24 percent of firms with over 1,000 employees say they spent at leaset half of their online ad budgets on retargeting.
Nearly three-quarters (71 percent) of marketers spend between 10 to 50 percent of their budgets on retargeting. That’s according to a new survey of 1,000 marketers working in a range of industries in the US commissioned by retargeting platform, Adroll. The study also looked at retargeting campaign data from more than AdRoll 11,000 advertisers and 3.7 billion monthly impressions in the first six months of 2014.
Over 90 percent of those surveyed said retargeting performs the same or better than search, email and other display campaigns.
Marketers said they use re…

Can Yelp reviews predict restaurant closures? Researchers say yes

Researchers at the University of Maryland’sRobert H. Smith School of Business say they can use Yelp reviews to predict a restaurants chance of success or failure. I know what you’re thinking, it doesn’t take a mathematician or linguistics expert to know that a restaurant with bad reviews is going to close down sooner than later. But there’s more to this story.
The researchers analyzed Yelp reviews for 2000 open restaurants in Washington DC and 450 restaurants that had closed in the past few years. That gave them more than 130,000 reviews with a total of 15 million words.
They then used a text reader to scan and flag certain words in several different buckets.
For example;

A couple of interesting notes; in their paper, the researchers say that when we read an online review before going to a restaurant, it sets us up with certain expectations. If many reviewers say the wait time is short, we go there expecting it to be short and will be disappointed if it’s crowded and we’re asked to wait. …

Facebook Says Redesigned Right-Rail Ads Are Performing Better

Last April Facebook retooled its long-neglected right-rail ads, boosting their size and reducing the number of ads that appeared for desktop users. Today the social network released details about how the new format is performing.
Not surprisingly, Facebook reports, the news is positive. In an eye-tracking test, Millward Brown found that the new ads were more effective at attracting and maintaining people’s attention than the previous format. Compared to the former ads, they are:

29% more effective at attracting views (noticing the ad)
50% more effective at driving dwell time (total period of time spent looking at the ad)
46% more effective at driving reading behavior (eyes locked on an ad, moving left to right, top to bottom)

Advertisers, Facebook said, are having more success with the new format, with digital marketing platform TellApart reporting a 100% increase in click-through conversions and Brazilian ecommerce fashion company Dafiti saying it’s seeing a 52% higher ROI and 70% higher …