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)