I-COM worldmeasurementnews

In US, eXelate Moves To Support CPGs With ZIP+4 Ad Targeting

Laurie Sullivan, writer and editor at Media Post writes: ZIP+4 ad targeting gives advertisers the ability to pull in offline data based on ZIP codes plus the four-digit number that follows, narrowing down a user's geographic location.

For those wondering how it works: companies that match data to their ZIP+4 data, which identifies multiple households in a specific neighborhood like a city block or a group of apartments, can match offline purchase activity in grocery stores, for example, to online browsing to more closely target ads.  That's about as close as brands can get today, said eXelate CEO Mark Zagorski [pictured].  More...

The Future Of Media Metrics Is Interoperability

Bill Wise [pictured], CEO of MediaBank writes: The rate of media upheaval means we’ll be melding older and newer generations of media channels for a very long time -- whether that’s social media and blogs, or the desktop and mobile Web. And for as long as we’ll face these pairings of older and newer technologies, advertisers and agencies will need to think seriously about how they can merge data across old and new worlds, too.

It’s a problem of allowing different data cultures to work together across older and newer media, and a problem of making new technology interoperable with old systems. More...

In US, Videology Partners with I-Behavior & Kantar Shopcom to Extend CPG Purchase Behavior Targeting

Escalating Demand for ROI Metrics in Online Video Drives Expansion of Videology's CPG Offering

NEW YORK, Jan. 26, 2012 /PRNewswire/ -- Videology— an online video advertising solutions provider —today announced a new partnership with I-Behavior — a premier provider of database marketing and behavioral targeting services, and Kantar Shopcom – one of the larger sources of traceable, consumer-level in-store and online purchase behavior data in the industry with over 231 million U.S. consumers covering CPG, retail, entertainment, auto and services.

"What advertisers really want to know is if their advertising moves soap off the shelves. This new partnership with I-Behavior and Kantar Shopcom allows us to literally tell CPG advertisers just that," said Kevin Haley, Chief Scientist, Videology. "The ability to provide advertisers with this level of ongoing, offline ROI measurement will have a significant impact on advertising strategies within the digital video space, as well as in related industries with fast-moving sales cycles." More…

In US and France, Dassault Systèmes Acquires Netvibes

Enriches 3D Experience Platform with ‘Information Intelligence Experiences’ for the Business World and Consumers

VELIZY-VILLACOUBLAY, France and SAN FRANCISCO – February 9, 2012 — Dassault Systèmes (Euronext Paris: #13065, DSY.PA), world leader in 3D design software, 3D Digital Mock Up and Product Lifecycle Management (PLM) solutions, announced today the acquisition of Netvibes, the award-winning brand in dashboard intelligence technologies to enrich its 3D Experience platform.

“Our vision is to provide ‘social information experiences’ to the business world and consumers; holistic views on everything that matters, both inside and outside the company, in order to innovate,” said Bernard Charlès [pictured, left], President and CEO, Dassault Systèmes. “Netvibes is a perfect fit for our 3D Experience platform. It will connect information related to all product, service and user experiences from internal and external data sources, all in real-time and in-context for a better, richer experience and decision-making process.”

Freddy Mini [pictured, right], CEO, Netvibes added, “This partnership was born out of our mutual vision to bring Dashboard Intelligence to company platforms and processes, as well as real-time information to everyday people. To achieve this ambitious vision, we needed an ambitious partner like Dassault Systèmes, whose deep authority as global technology leader will rapidly accelerate our efforts across the enterprise world. Combined with Dassault Systèmes’ 3D Experience platform, we will provide customers with real-time information critical to their innovation process. The time between consumer reaction and business action is the key to providing the best experience possible.” More...

In US, New Turn Audience Platform Winter 2012 Release Includes Enhanced Analysis & Forecasting Tools

REDWOOD CITY, CA –February 1, 2012 – Turn today introduced an upgrade to its cloud-based Turn Audience Platform, which gives marketers the most complete picture of their customer segments. The Winter 2012 release provides better control over allocation of budget and the design of custom audience segments, as well as greater customer reach.

“Today’s consumers are engaging with brands across a variety of devices and channels, generating siloed pockets of valuable information from those interactions. The Winter 2012 enhancements to Turn Audience Platform enable marketers to break down these silos and get a more complete picture of their customers across multiple media channels. Marketers can use real-time insights to build stronger, more profitable customer relationships,” said Bill Demas [pictured], president and chief executive officer, Turn. More…

Experian Simmons Announces New Cross-Platform Media Planning Service

Pioneering Digital-Media Panel to Link Mobile and Online Activities to Thousands of Consumer Brand Preferences, Attitudes and Behaviors

New York, N.Y., Jan. 18, 2012 — Experian® SimmonsSM, part of Experian Marketing Services, announced today the development of Simmons ConnectSM, a new cross-platform media planning service that includes the industry’s first digital-media panel that links metered online and mobile activities to thousands of consumer brand preferences, attitudes, lifestyles and behaviors. Simmons Connect will provide marketers with the insights they need in an increasingly fragmented media environment to plan marketing efforts across traditional and emerging digital platforms, including mobile, using a consistent consumer definition.

“Creating meaningful connections with consumers in this increasingly fragmented media environment requires marketers to fully understand their target customers’ shifting habits and engagement with new digital and mobile devices,” said Matt Seeley [pictured], group president of Experian Marketing Services. “Simmons Connect helps simplify the complexity of cross-platform marketing and provides our clients with a distinct competitive advantage when it comes to customer acquisition and engagement.”  More...

Exchange-Based Buying and Data Integration – Trend Drivers for 2012 [Video]

Video by ClickZAsia: Arun Kumar [pictured] from Mediabrands is confident that, “Recession or no recession, spending will continue to grow” this year.

He also said display will become more competitive than search and marketers will look at data more carefully to ensure data integration from multiple sources.  More...

Future Trends for Web Analytics in China

Michael Xu [pictured], Senior Vice President of Business Operations, Gridsum writes at ClickZ.Asia: As new comers to the world of web analytics, marketers in China are still obsessing about shining key performance indicators (KPI) dashboards, complicated technical implementations, and abundant data reports.

The good news is marketers in China are getting more and more innovative and with enough budget for trial and error. Here is one of the best practices we served clients: standardized reporting in the first year, systematic training on in-house marketers and other related 4A agencies in the second, and monthly analysis on certain tasks of actual digital problems during the last final years. More...

In US, Analog Analytics Issued US Patent for Management and Optimization of Advertising Campaigns

SAN DIEGO, CA--(Marketwire - Jan 9, 2012) - Analog Analytics, leading provider of the Bigger Better Deal™ solution for publishers, broadcasters, and advertisers, today announced the issuance of US Patent 8,090,613 entitled "System and Method for Real-Time Management and Optimization of Off-Line Advertising Campaigns." Analog Analytics has exclusive rights to the patented technology and has further improvements and patents pending.

"We are delighted that the US Patent Office has issued us this patent. We want the members of the Analog Analytics Syndication Network to have access to the most innovative technology on the market and we're happy to be able to provide it to them," said CEO and Principal Inventor, Kenneth J. Kalb [pictured]. More...

Cross-Channel Optimization: Why It Will Change Advertising

Arun Kumar [pictured], Head of Digital at Mediabrands APAC writes at clickz.asia: The idea of optimizing for results across platforms or channels is not new; it has been around for as long as our fascination with channels has been. Yet the advertising or media industry has never gone beyond paying lip service to it.

The sanctity of creative, volume, and rebate-focused media buying, tactic fixation as opposed to result-driven activation will all come to a head. More…