Brands Challenged To Create Persona To Keep Customers
Just as marketers decide to push more of their budget from direct response and into brand campaigns, it could become more difficult to sway consumers in 2012 through loyalty. Consumers seemed easily influenced this year by advertised specials and daily deal coupons, but research suggests the online ad industry may need to rethink strategies and get to work on new technologies.
Target, for example, created a persona of stocking chic, yet inexpensive products, according to Stacy DeBroff, CEO and founder of Mom Central Consulting. “Michael Graves could create a teapot, but it’s only $11,” she said. “They designed coolness into better prices. That’s a persona.”
Ad media is great at generating awareness, but it doesn’t necessarily convert to purchases, DeBroff said. Mobile applications on the smartphone that most consumers keep close to them can create brand loyalty through continual use. Those that offer discounts on goods and services provide incentives to keep consmers using tham.
Read More: MediaPost
The Future Of Display: What’s Ahead For 2012
It’s the oldest format in online advertising, but it’s not stodgy by any stretch. Display Advertising is still changing rapidly as new technologies and innovations come along and are put to the test. That may be why display been gaining as a percentage of overall online advertising revenues, commanding 37% of the total dollars in the first half of 2011 according to the Interactive Advertising Bureau’s latest report (PDF).
But what’s ahead in 2012 for this space? One area that’s seen a lot of growth is performance-oriented display, often fueled by behavioral data from search or from a company’s website. To get some insight into what we might expect from this sector in the future, we tapped three experts to give us their predictions.
Read More: Marketing Land
This Is How Ad Technology Needs To Tackle The Industry’s Data Explosion
Over the last five years, we’ve seen a growth in companies that generate audience data, like BlueKai, Exelate and 33Across, and those that capture transactional and conversion data, like Datalogix, Compete and Criteo. These companies have created new layers of business intelligence reporting aimed at helping advertisers to better monetize and analyze their media spend. Consequently, there has been an explosion in data, now widely referred to as “big data”.
The goal of “big data” is to bring an increased level of transparency and control to both buyer and seller, enabling more accurate evaluation of audiences, the ability to customize and blend behavioral segments and deliver optimal performance for marketers. This exercise has helped to educate the market about the potential of clustering and targeting and the resulting momentum has led to the creation of new businesses along the way. However, the industry’s thirst for data seems to be insatiable and the sheer volume now available to us has become overwhelming. This data explosion now requires automation in the simplest and most streamlined form via the application of predictive modeling.
Ad technology should dynamically build audience segment recommendations for buyers based on known (or observed) performance objectives, and the cheapest and most effective attributes for delivering that performance. For the seller, the technology should monitor market pricing for specific attributes and automatically package audiences that meet those needs. Additionally, it should also provide the opportunity for sellers to align those audiences with the highest quality content and environment to maximize value and performance.
Read More: Business Insider
Frenemies With Benefits: comScore, Nielsen Deal Seen As Positive For Online Ad Market
Wednesday’s surprise patent litigation settlement between online audience measurement giants comScore and Nielsen is expected to accelerate innovation, creativity, improvements, and possibly even better standards for the Internet advertising marketplace. That was the initial takeaway from observers who were trying to figure out the ramifications of the settlement, which one influential Wall Street group said made the two previous arch rivals, “frenemies.”
The settlement has the power, Deutsche Bank securities analyst Matt Chesler wrote, “to change the scope of the relationship between the two fierce competitors, which is the potentially more interest long-term implication.”
What the long-term will ultimately will bring will depend on a number of market developments, but in the short-term a few things are very clear, Chesler noted, including removing an unnecessary distraction for both companies that ran up significant time and legal costs that could’ve been better spent developing systems and services and improving methodologies for online advertisers, agencies and publishers.
In particular, Chesler said the deal is likely to help accelerate the deployment and acceptance of Nielsen’s new Online Campaign Ratings service, which Nielsen has been pushing hard to make for the online advertising industry, what its TV ratings are for the television industry, a “currency.”
Another clear near-term result is that comScore’s stock value will dilute by about 3%, due to the $19 million in shares it is giving to Nielsen as a form of payment to license its patents for online audience measurement
Read More: MediaPost
TidalTV Launches Most Comprehensive, End-to-End Video Advertising Solution and Media Platform for Automotive Marketers
Includes Full Integration of Polk’s in-market auto segment information through Datalogix for local, regional and national auto advertisers
NEW YORK, Dec. 19, 2011 /PRNewswire/ — TidalTV—an online video advertising platform and solutions provider—today announced the launch of the industry’s most comprehensive set of audience targeting products for the automotive industry. The products enable local, regional and national automotive advertisers to leverage Polk market intelligence, via Datalogix, for video targeting at scale against distinct auto consumer segments and links online ad exposure directly to offline automotive purchase activity.
By aligning with Polk—the premier provider of automotive information and marketing solutions—and Datalogix—the leader at integrating database marketing and digital media—TidalTV continues to bridge the gap between targeted online video exposure and real world purchase behaviors.
Integrating Polk data directly and through Datalogix’s technology, TidalTV can now provide auto manufacturers and regional or local dealers an online video advertising solution to reach consumers who are likely to be in the market for a car – by vehicle style and make.
“This product brings auto advertisers a scalable targeting solution for online video and mobile video campaigns that gives manufacturers and dealers the ability to reach the right consumers for their advertising objectives,” said Kevin Haley, Chief Scientist, TidalTV. “Coupled with our complementary products that measure brand metrics and offline purchases, it is a tremendously exciting evolution, and one that could significantly impact the flow of automotive dollars to online video as marketers seek greater addressability and accountability in their media spend.”
Read More: PR Newswire
The Sound Of Music: Vevo Delivers 63M Unique U.S. Visitors
Who said the music video was dead?
Video music service Vevo said it delivered 827 million video streams to some 57 million unique viewers domestically in October. In November, Vevo accounted for 63.3 million unique visitors — 7.6 million of whom went directly to VEVO.com — according to comScore.
Worldwide, Vevo said it recorded over 3.6 billion video views in October, and estimates having reached 3.7 billion views in November.
Since its launch in late 2009, however, Vevo has reportedly paid out more than $100 million in royalties to songwriters, recording artists, record labels and other music copyright holders.
Still, the joint venture between Sony Music, Vivendi’s Universal Music and Abu Dhabi Media Company claims to be heading toward profitability. Unwilling to cite specific numbers, a Vevo spokesman told Online Media Daily: “The news does confirm a viable business model.”
The popularity of the service, at least, seems to support such a contention. Vevo reported this week that monthly visits to the service have tripled from 104 million in late December to 305 million in October 2011.
Read More: MediaPost