Rocket Fuel Links Nielsen Offline Data To Online
Rocket Fuel has begun to use offline purchase data from Nielsen to power campaigns for brand marketers online. Richard Frankel, president of Rocket Fuel, believes the agreement with the online measurement firm will take marketers deeper toward fulfilling the promise of online ad targeting. The deal allows Rocket Fuel to use purchase data to understand audiences and help marketers reach the correct consumers. The purchase data is based on in-store purchases primarily in supermarkets and large retailers like Target and Walgreens. Drawing that connection between online advertising and what people buy in stores and supermarkets presents many challenges. Frankel calls it one more piece of the puzzle in assisting marketers in reaching the correct audience online based on offline purchases.
Read More: MediaPost
All the World’s a Game, and Brands Want to Play Along
What’s saving the current crop of virtual games from becoming the next Second Life? The humble leaderboard, say some. Digital games, whether on Facebook or on mobile phones, all employ what developers call “game mechanics,” incentives such as points, badges, next levels and achievements that motivate players to keep playing. And a gaggle of brands, from 7-Eleven to JetBlue, H&M and Tesla Motors are counting on people’s attraction to competition to get them to be more engaged. “Basically game mechanics are a way to get consumers addicted to things,” said Tim Chang, principal at Norwest Venture Partners, which has backed many social mobile game companies. “They keep people engaged to keep doing things, as opposed to what goes viral quick: You click, you watch and then never see it again.”
Read More: AdAge
Ads in Wired Magazine’s iPad App Disappoint
Having paid $4.99 for Wired magazine’s much-hyped iPad application, ClickZ’s Kate Kaye and Jack Marshall take a look at some of the advertiser content bundled alongside it, the majority of which makes limited use of the device’s capabilities and offers little in the way of innovation or interactivity. Advertisers featured include Mercedes, IBM, Tissot, Intel, HBO, Buick, Olympus, Belvedere, Samsung, Heineken, 1&1 Internet.
Read More: ClickZ
