The modern digital marketing campaign produces a lot of data. A LOT. On any given campaign that I work on, there are hundreds of metrics that affect performance. The acronyms in themselves can be mind-numbing, before we even get to the numbers. Avinash Kaushik, Google’s well-known Digital Marketing Evangelist, gives this benchmark: “If you are not spending 30% of your time in 2013 with data, you’ll fail to achieve professional success.” Strong words, but fortunately, the data is becoming more accessible every day. Here are a couple of ways that I use data to optimize my digital campaigns.
You may think that newspaper and radio coverage cannot be tailored down to your specific audience…but think again. There are several steps that can be taken to make sure that you have effective advertising that is reaching your target audience.
Adweek and many other top digital news sources are talking this week about Facebook’s new addition to its ad targeting capabilities. By adding third party audience segments from some of the top data providers in the industry, Facebook is giving marketers the opportunity to target ads based on what people do when they AREN’T spending hours on Facebook. Adding shopping and purchase habits to the unique targeting options already available to social media marketers on Facebook adds another dimension to getting the message in front of the right audience.
How True Media Protects Client Interests Against Fraudulent Technology
The Chameleon Botnet (source, adexchanger.com)
A recent discovery by Web analytics company spider.io gave credence to the cautious approach toward programmatic, exchange-based advertising by savvy marketers who have been suspicious of fraud in the digital advertising ecosystem. This article also likely caused a little alarm among advertisers who have implemented these types of digital campaigns. As an agency that strives to stay on the cutting-edge of advertising tactics, True Media has utilized programmatic buying for their clients for some time now. I thought this would be a good time to address what we as stewards of our clients’ ad dollars do to protect their campaigns against ad fraud.
It’s a thought that I often have, especially in the last few months as I have read various articles on both sides of the issue. After all, the banner ad is 18 years old, and the average internet user is served 1,700+ banner ads per month according to ComScore. All of this begs the question – do we as an industry owe it to consumers, clients and ourselves to develop a better system? Susan Wojcicki from Google just touched on this in a recent Adweek article where she talked about the future of digital advertising.