Tuesday, August 07, 2007
Tuesday, July 24, 2007
To our friends at Tacoda.
Dave Morgan, who I have tremendous respect for - had a vision for better ad targeting, and he executed on it during ups and downs, peaks and valleys.
A blurb on the acquisition of Tacoda is HERE.
Big smiles, and a hearty congrats to all involved......
Monday, July 16, 2007
Video blogging, from ME.
The core message is HOW TO INCREASE VALUE, and make the media more effective.
Sunday, July 15, 2007
Thursday, July 12, 2007
I thought it was time to give a glimpse of our reporting interface.
Below you will see a "snapshot" (the actual resolution is 1000X better)of what our base reports looks like.
Click on image below to enlarge, but a key takeway is how to, EXTEND the most valuable inventory or profile, beyond the CORE, displayed action? (pinpointing a user who likes sports, but also spend alot of time consuming other media)
If you look closely below, you will see CORE behavior, and then take a look at how many pages are consumed, OUTSIDE of the core initial behavior.....(doing other things in the community)
In User Generated Media, the opportunity is more prevalent than other forms of online content, to capture a user when they are spending time on so called, "remnant or less valued inventory." Tailoring creatives that fit a consumers passion, NO MATTER WHERE THEY ARE IN A COMMUNITY.
What does this all mean? It means that Web 2.0 may be the most cost effective, and also the most optimal way to have a dialogue with relevant consumers......who consume media in a particular way --- and then, judge ad response rates against that consumption metric.
It also means that when BRAND ADVERTISERS in mass, understand that Social Media "holds the key" to advanced targeting, by being both more efficient, as well as with clear objectives around creative messaging.......we are at the beginning of a, ADVERTISING REVOLUTION.
Lotame is helping to lead the dialogue.
(click on image below to enlarge)
Tuesday, July 10, 2007
The basic premise for Lotame is that Web 2.0, or Social Media, (or whatever you want to call it) is chock full of valuable data points that are not being utilized properly, to drive forward the advertising industry.
We believe at Lotame, that in order to create value from "user generated content" - a publisher (and a advertiser) needs to really understand how a consumer, interacts, and engages the media.
"“the research indicates that not only does consumer engagement with media and advertising drive sales, but it also can drive sales more than media spending levels. That suggests even a relatively small media outlay could work wonders should the ads draw keen attention from consumers within media they also find engaging, said Mike Hess, director of global research and consumer insights for OMD.”
The study is really interesting for a variety of reasons.....but mostly, it helps brands understand that in order to "participate" in social media --- it is the DIALOGUE, that creates the impression.
Actions that a user takes, FAR OUTWEIGH their navigational history.
Creating Audiences based on "consumption/engagement metrics" FAR OUTWEIGH demographic targeting.
A great piece was written by a gentleman named Matthew Chamberlin, and this quote really struck me.
"If you always do what you've always done, you'll always get what you've always got." That might be fine for some, but for those of you who are really looking to grow your bottom line and get ahead of the media curve, there are some exciting tools out to take the guesswork out of behavioral marketing."
Matthew continues much more elegantly than I can:
"It is now possible, no, CRITICAL to customize segments for each advertiser. In our new era of user generated content or social media, people express their opinions and interests as well as talk about themselves."
I'm excited as we see marketers and brands moving in a new direction, that we are helping to drive.....
It provides for many sleepless nights, and continued challenges of the "just exactly perfect" way, of helping publishers and advertisers in a "disjointed and imperfect environment -- callled social media.
A press release of the study is here, and thank you OMD for publishing it.
Rock on, and remember in this evolving world.....
"People should be defined by what THEY DO online, and not only by what they read......" (JG)
Friday, July 06, 2007
Recently, I joined Facebook.
I must admit, I'm more than impressed by the functionality, features - and most of all, "compelling data" that can be extracted from the FB network.
I'm convinced more than ever of a fundamental TRUEISM.
Facebook (or a community like it) will become the primary communication tool over the next 5 years. Our usage of the internet will evolve, and it will evolve into a "thing" like Facebook.
If you are a reader of this blog, I implore you to join.
It takes all of 5 minutes, and if there is a question that you do not feel is pertinent to you, (during the sign up process) -- then skip it.
If you do join, search my name -- and I will add you as a "friend." (since you are a reader of this blog, and I appreciate it.)
I'm going to start importing my blog, and posts into Facebook shortly, so that "You Aint Gonna Learn" will be a part of that community.
Here is FACEBOOK, go join.... It's 100000% worth it.