Fat or Flat: The Value of Rich Media
When it comes to metrics, it’s not about interaction rate, brand time and other ad unit data in a vacuum. Instead, it’s about the relationship between creative and media and how they unite to drive the campaign strategy overall. New media models, RTB and targeting capabilities have enabled us to more efficiently and effectively reach the right audience, but once found, creative and interactive, richer formats inspire that audience to action – and conversion.
As Ari Paparo of Appnexus pointed out in his blogpost Making Rich Media Scale and alluded to in a recent DigiDay article Rich Media’s Uncertain Value “very little research has been done to prove that these expensive, highly customized [rich media] ads are actually more effective than simpler Flash creatives” and rich media standards are sorely needed to scale in the RTB marketplace. One could see the position as a reflection of RTB technology limitations manifesting as a condemnation of rich media, but it’s no secret that new media models have created technical challenges. As pointed out in this ClickZ article from PointRoll’s CEO Rob Gatto, the technology is getting resolved to meet the brand and consumer need for high quality, high impact and more effective rich formats in the RTB ecosystem.
Read More: PointRoll Blog
comScore Releases July 2011 U.S. Online Video Rankings
comScore Announces Availability of New YouTube Partner Reporting
RESTON, VA, August 22, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.
YouTube Partner Reporting Now Available in Video Metrix
comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.
A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.
Read More: comScore
Rocket Fuel Goes Real-Time, Integrates Ad Targeting Data
Ads aren’t as effective as they could be. It takes data — lots of it — and many different kinds. Integrating survey data to improve real-time ad targeting, Rocket Fuel on Monday will unveil an update to Brand Booster that integrates survey results in any digital channel across all campaigns. The tool — built on the company’s Real-Time Targeting Platform — optimizes multichannel campaigns in real-time, tying metrics from display, video, mobile, and social advertising campaigns.
Brand Booster 2.0 aims to improve media buys based on awareness, preference and purchase intent, rather than proxy metrics like clicks that do not represent actual consumers going into a store to buy a product. The platform relies on brand data to make media-buying decisions in real-time.
George John, CEO of Rocket Fuel, said marketers typically don’t have access to brand survey results until after campaigns run or through manual reports that don’t easily integrate into media-planning tools as quickly as they should. It requires a quick response to make a difference.
The evolution of real-time ad serving and predictions based on the method creates new challenges for marketers. For Rocket Fuel clients, learning how to spend money wisely on campaigns means optimizing campaigns in real-time through answers to survey questions. The platform adjusts ads that serve up as questions are answered. A consumer products goods (CPG) company launching a new shampoo might need to know if consumers in Los Angeles would prefer a rose scent rather than carnation.
Read More: MediaPost
Standing Up for Audience Targeting
Last week, John Mracek, the CEO of NetSeer, commented that audience targeting is overrated and touted the benefits of contextual targeting. While I can appreciate that early-generation audience targeting lacked scale and performance causing industry-wide frustration, that was three years ago. At that point, audience targeting amounted to contextual-consumption data and the data markets of today were non-existent.
Fast forward to today. Much has changed although many solutions are still incomplete. Successful audience targeting requires an entirely new solution, as well as a fundamental shift in the way we think about audience and data. Opposed to contextual platforms, which have existed for nearly twelve years, true audience targeting is still in its infancy. Right now successful execution requires access to diverse sets of data that haven’t been widely available until recently, so it’s easy to understand why most people still believe that scalable audience targeting beyond context is unachievable.
However, to say that data is the new black is to say that having the opportunity to make informed decisions is in style and will come to pass. Utilizing data effectively helps contribute to better business decisions overall. That’s unlikely to change as time goes by and data becomes more integral to our businesses. While the term “data” is used quite loosely, user data can be used for much more than just targeting.
Read More: DigiDay
AudienceScience President Jeff Hirsch to Leave Company
AudienceScience President Jeff Hirsch is stepping down. Hirsch plans to “pursue smaller entrepreneurial interests,” according to a company spokesperson.
Hirsch, who came on board in 2006 as COO of the behavioral targeting firm, replaced Bill Gossman in the CEO role in 2008. At the time Hirsch served as president and CEO. Before joining what was then known as Revenue Science, one of the bigger players in behavioral targeting, Hirsch held executive positions with ValueClick and Fastclick.
Hirsch returned to the president-only position earlier this year, when the company named Jeff Pullen – then a board member – as CEO in May. Among the more significant changes under Hirsch’s leadership, Revenue Science became AudienceScience in February 2009, in part to reflect the company’s shift – and the behavioral targeting sector’s shift as a whole – away from publisher-side services towards a larger scale network.
Read More: ClickZ
Consumers More Accepting of Ads in Online VideoFreeWheel study suggests TV model can work in digital
After years of resistance, consumers are coming around to the notion that advertising is a reasonable enough tradeoff for free online video content.
According to a new report from the video monetization firm FreeWheel, the online video environment is increasingly adopting the look and feel of the 70-year-old TV ad model, as the pre-roll standard gives way to a more comprehensive break structure.
After analyzing 11.3 billion online video views and 6 billion ad views, FreeWheel concluded that consumers appear willing to sit through more commercials when those sponsor messages are surrounded by long-form programming. When users view full episodic content (i.e., a 22-minute sitcom or standard scripted drama), 94 percent will watch a standard ad break.
Long-form content typically can support as many as three ad views, whereas video of five minutes or fewer is a less sustainable environment for commercial messaging. According to FreeWheel data, users will watch 81 percent of the ads placed in online sitcoms and dramas, whereas viewers of clips (sports highlights, music videos, etc.) will sit through just 59 percent of the ads.
Read More: AdWeek
Collective Launches Advertiser Solutions Group; Expands US Sales Team
NEW YORK–(BUSINESS WIRE)– Collective, a full service provider of media and technology solutions for display and video advertising, announced today that it has launched the Advertiser Solutions Group and hired industry veterans and former AOL executives Molly Ford and Phil Frank to drive strategic cross portfolio marketing programs.
“Collective is uniquely poised to meet the needs of advertisers seeking to strengthen brand awareness and affinity among key audiences,” said Joe Apprendi, CEO, Collective. “We’re delighted to welcome great talent and foster opportunities for advertisers to get to know Collective first hand.”
The Advertiser Solutions Group will support clients in their efforts to boost brand awareness and affinity among key audiences. Major focus will be on a client education initiative and collaboration with Collective’s US field team to engage today’s biggest marketers. The new unit will be overseen by Jed Savage, who was appointed Executive Vice President, Media Sales and Strategy in May.
“Molly and Phil are industry veterans who have built their careers working directly with clients to solve complex marketing challenges,” said Savage. “They are a great addition to the Collective team.”
Read More: Yahoo! Finance
33Across Adds John Kahan to Board
John Kahan, general manager of business and customer intelligence for Microsoft’s Online Services Division, has joined its board of social targeting platform company 33Across Inc., the company announced. 33Across is backed by investors including Flybridge Capital.
33Across, the leading social targeting platform, announced today that John Kahan, General Manager of Business and Customer Intelligence for Microsoft’s Online Services Division, has joined its board of directors. Kahan becomes the second addition to 33Across’ board this year, joining Jon Karlen, Flybridge Capital General Partner.
“Having John join our board not only validates our current success, but allows us to tap into John’s vast business experience in data, analytics, marketing and monetization to accelerate our high-growth business,” said Eric Wheeler, CEO of 33Across. “33Across is in the fortunate position of being at the intersection of big data and social media – pioneering deep social insights and uncovering new targeting models for the world’s best brands. We’re thrilled to have someone of John’s caliber on our Board.”
Read More: peHUB