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
CLiP On: DBG Debuts Ad Platform
Getting into the distribution game, Digital Broadcasting Group just opened up its platform to allow third-party publishers to syndicate and monetize its online video.
The DBG Content Library Platform — or CLiP for short — debuted on Thursday with several launch partners, including Technorati and entertainment destination Ology.
Publisher partners will have access to roughly 20,000 original and licensed videos, including “The Confession,” starring Kiefer Sutherland, and “ControlTV,” produced by Seth Green.
“With more than 80% of Web users viewing video regularly, the cost to develop and program premium content on a regular basis is often the biggest deterrent for publishers of every size,” said DBG Chief Product Officer Matthew Corbin. “CLiP answers [these] increased demands.”
Read more: MediaPost
SocialVibe Adapts Brand Ad Model For Politicians
Politicians running ads through SocialVibe’s network will have an opportunity to reach young voters through casual game maker Zynga, as well as on Pandora, Huffington Post, and eight of the top 10 Facebook apps, the ad network confirmed Thursday.
SocialVibe launched a political advertising platform aimed at supporting political campaigns and committees. Today, advertisers use the ads to offer consumers credits for online games or access to premium content in exchange for interacting with the content. Politicians applying the same model can present persuasive messaging in campaigns encouraging voters to take action, as well as share the experience with friends.
SocialVibe is a Zynga exclusive ad partner.
Political ads running across a network serving up ads in popular video games such as FarmVille, as well as an Internet radio station, will surely create buzz. Social networks and video games change the way people interact with brands, so it seems likely the positive effect would roll out to politicians reaching out with a message. Performics, a performance marketing agency owned by Publicis Groupe, released a report Thursday detaining findings from “S-Net, The Impact of Social Media,” a social network study from ROI Research.
Read More: MediaPost
Vibrant CEO and Co-Founder Doug Stevenson Steps Down; CFO Jeff Babka Promoted to COO Running Day-to-Day Operations
NEW YORK, NY–(Marketwire – Jul 13, 2011) – Vibrant Media, the leading provider of contextual advertising solutions, today announced that CEO and co-founder Doug Stevenson has stepped down from his CEO position. Vibrant co-founder Craig Gooding was named non-executive Chairman and will serve as strategic counsel with a focus on products and technology. CFO Jeff Babka has been promoted to COO while retaining his CFO responsibilities and is responsible for day-to-day management of the company.
“When I co-founded Vibrant, we were a small group of entrepreneurs passionate about realizing the potential of an important, sizeable market opportunity,” said Doug Stevenson. “Over the following 11 years, I led the team that transformed an early stage start-up to a profitable company with more than $100 million in revenue. It has been a rewarding and gratifying time, and given the company’s current strength and market position, I believe that now is the right time for me to step down and spend some time with my family. I’m confident that Vibrant will continue its aggressive growth, and make significant contributions to the web advertising space.”
“Vibrant has grown at a good clip during the last few years, and we’re excited about the opportunities ahead as more top brand advertisers and premium publishers see positive returns on their investments in contextual advertising,” said Jeff Babka. “We believe we’re well positioned to take advantage of the continued trend of offline ad dollars moving online and expect to see our growth rate increase as we deliver the industry’s best technology solutions for content-focused advertising.”
Read More: Marketwire
AccuStream Research: Video Advertising Networks, Media Serving Platforms and Exchanges positioned to Reap Net Revenue of $1.4 Billion In 2011
SEASIDE, Calif., July 12, 2011 /PRNewswire/ — Video advertising networks, media serving platforms, auctions and exchanges are on track to achieve $1.4 billion in CPM share, transaction and fee-based revenue in 2011, a 67.5% annual rate of growth, according to a sector analytics report produced by AccuStream Research.
The report, Video Advertising Networks, Serving Platforms and Exchanges 2007 – 2014: Inventory, Gross Media Spend and Net Revenue Analysis, is a comprehensive segment-by-segment appraisal of inventory formats delivered, represented, sold, served and mediated by each platform provider, or cleared through real time bidding (RTB) environments.
Net revenue estimates are derived from total inventory and gross media spend, weaving together the complete market managed by each provider. Net revenue is gross media spend minus publisher payouts, applicable when the platform provider also represents and places inventory.
The sector participants analyzed ran $6.26 billion in aggregate media spend across their platforms in 2010, with $3.1 billion attributable to video campaigns or inventory.
Video inventory, sellout rates, corresponding CPMs, participation percentages and serving fee data is aligned with business model analytics surrounding in-page video serving, premium and remnant/3rd party pre-roll sales with ad serving, exchanges, plus multi-platform operations are detailed across expanding global operations.
Each video advertising network and platform is analyzed by total inventory (exclusive, non-exclusive, monthly and annually), business model, participation ranges, CPMs by format. In-depth Q & A’s augment the report’s analytics.
In-page video and rich media platform players include Eyewonder, Pointroll, MediaMind, FreeWheel, Limelight MMP and Google’s DoubleClick.
Read More: PRNewswire
