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Dominique Turpin [pictured], President at (IMD) International Institute for Management Development writes at IMD's Tomorrow's Challenges: What sort of business worries keep senior global executives awake at night?
Brands, customer insights and social media are not just matters for marketing departments. They are vital business issues that are increasingly being discussed in the C-suite too. More…
How Aligning Pre-Test Scores and Marketing Mix Modeling Outcomes Enhances Actionability
Frank Reding writes at comScore Blog: Two campaigns with identical media plans can have vastly different sales outcomes because of differences in the persuasiveness of ads deployed. To bridge this gap, comScore has worked with its advertising clients and their MMM suppliers to identify whether there is a predictive correlation between creative pre-testing and MMM results. More...
Multi-Site Data Collection Principles Broaden Self Regulation Beyond Online Behavioral Advertising
WASHINGTON, Nov. 7, 2011 /PRNewswire/ -- On behalf of the nation's leading media and marketing trade associations and their members, the Digital Advertising Alliance (DAA) today announced "Principles for Multi-Site Data" that significantly expand the scope of self regulation of online data collection beyond online behavioral advertising (OBA). The DAA has previously developed cross-industry best practice.
"With the addition of these new Principles, combined with the fast-growing adoption and online display of the Advertising Option Icon, the business community has taken another step to address concerns of policy makers regarding online data collection and use," said Peter Kosmala [pictured], managing director of the DAA. More…
Sherrill Mane [pictured] Senior Vice President, industry services, for the Interactive Advertising Bureau writes at MediaPost: The ecosystem-wide initiative, Making Measurement Make Sense (3MS) is now moving from guiding principles and recommended solutions to testing, which is the first phase of implementation.
While recognizing that digital media are unique and require metrics that ascribe value to interactivity in ads and content, the 3MS task force also postulated that fundamental definitions and counts must work across platforms. The viewable impressions “pilots” specifications are being developed, guided by the Media Rating Council (MRC) and the 3MS team. More...
Jack Neff of AdAgeDigital writes: Now, Yahoo is linking with its own media shop, Starcom MediaVest Group, to launch a nine-country study of moms that will incorporate social-media listening, online communities, video ethnography and surveys.
As one of the oldest digital media companies around, Yahoo has a rich trove of user behavioral data, said Lauren Weinberg [pictured], VP-strategic research and insights, but increasingly its research draws on outside sources. More…
Matt Shanahan [pictured], SVP for Scout Analytics writes: Debates are surfacing on the transition strategies to digital publishing such as paywalls and social media. Strategies are usually characterized as a response to the democratization of distribution that increased competition and lowered barriers to entry, but there is a more fundamental disruption that occurred – the basis of monetization has changed. Digital has shifted monetization from distribution of the media to consumption of the media, which is not only a disruption, but a drop-off. More…
Manny Puentes [pictured], CTO of Engineering of Lijit Networks writes at MediaPost: Through the private exchange, a publisher negotiates a mid-tier CPM for unsold inventory on the private exchange and offers it to “select” brand advertisers (i.e., delivered through bidders/DSPs). From the advertiser’s vantage point, this provides a safe ecosystem to purchase non-guaranteed inventory, but still offers the luxury and security of contextual placement and easy management of brand conflict.
The private exchange is a true private marketplace where the prioritized advertiser with the highest bid wins. More...
Ari Jacoby [pictured], Co-Founder and CEO of Solve Media writes at MediaPost: There is no single remedy to address the attribution challenge for brand advertising, but there are steps marketers can take to make it both more measurable and more effective in moving people down the sales funnel. At the very least, there are participatory, engaging ad experiences that will guarantee message comprehension and eliminate some of the guesswork.
It is important to focus on serving brand ads where people are most likely to be engaged by them. More...
GENEVA, HONGKONG & BEIJING - November 28, 2011 - The International Conference on Online Media Measurement (I-COM), an industry-backed international forum, continues to increase its involvement in the Asia Pacific region by establishing its presence in China. To facilitate engagement, I-COM has appointed Joni Ngai [pictured] as Vice Chair for China.
Joni is a partner at Azurio, working with business leaders to realize the potential of how data and technology can help to target, acquire, and retain customers more intelligently in today's connected world. She is also a part-time lecturer who teaches an analytics course for the Master of Science in New Media program at the Chinese University of Hong Kong. More...
New Index Empowers Publishers to Derive Greater Value From the Strength of Their Social Audiences
PALO ALTO, CA, Nov 17, 2011 -- ShareThis, the world's largest platform for sharing and influence, today announced a new methodology to measure the social quality of sites across the Web. This new standard, the Social Quality Index, is the first measure of Web-wide sharing activity and will provide publishers and advertisers with site rankings across 27 key content categories. Sharing, as an inherently social activity, provides powerful insights on how valuable content is to consumers. As part of Starcom MediaVest Group's ongoing partnership with ShareThis, the agency is assessing the standard's ability to enhance their planning approach for a cross-section of their media buys.
"ShareThis is on the publishers' side. We recognize that their content and audiences are their own, and they should be able to derive value from creating great content and engaged readers, regardless of their traffic or reach," said Kurt Abrahamson [pictured], CEO, ShareThis. "Our social quality standard empowers publishers, allowing them to take advantage of additional social audience monetization opportunities that are available. We're the first to rank based on sharing, we're providing competitive intelligence, and we're helping to clearly identify ways to monetize social activity. More…
