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Today’s CMO has become accustomed to approving programmatic marketing budgets. The perfect combination of price, performance, and accountability is very appealing to the CMO. However, campaigns that fall into the “branding” bucket are still commonly bought at the site level, not the audience level.
It is a little before midnight; I am late submitting this article by three days; I am jetlagged beyond belief; I am halfway around the world from home for the third time in a month; I have six 8-year-olds for my daughter’s sleepover hyped up on sugar and food coloring around me (dancing to the Kaiser Chiefs) and, quite frankly, I am feeling downright ranty! (Before my kids’ sleepover, I moved.
Without question, digital media planning is evolving continuously. In some ways, this evolution is happening too fast for the media buying world to keep up - in others, too slow to keep pace with the ongoing innovation. Regardless of how you see it, it's clear that the RFP (Request For Proposal) process and format must change; so how different will RFPs look 18 months from n ...
New customers are the lifeblood of any business, and often the most expensive area of investment. Brands often build complex processes and campaigns to drive new interest, and measure it to the point of conversion. Yet, despite its importance and the extent of the investment, there are six errors that are repeated time and time again. 1.
Agencies tend to pigeonhole programmatic vendors. Some vendors are used for specific goals such as prospecting, others for specific tactics (site retargeting, etc.), and still others for the third-party data they can provide. There's a certain logic to the approach. It makes it easier for agencies to keep things simple. Every vendor gets a nice little line item in an Excel spreadsheet.
The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing.
In last month's column, "Real Time" In Display Advertising Doesn't Really Mean Real Time, we discussed how despite the industry talking about doing "real-time marketing" or "real-time bidding" (RTB); in most cases, they are not actually using real-time techniques to run their campaigns. The media itself might be traded in live auctions, but the data being used are typically not live.