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InfographicMedia Buying 2.0: It’s All About the Audience
Click to Download Lo-Res 8.5×11 Infographic
(register at left to download 24x36 inch hi-res version)
February, 2012
Media buying has largely practiced buying “context” as the proxy to audience. The advent of digital media has given rise to media buying 2.0 – making it possible to only buy the precise audience desired. The technology stack resembles that of the stock market and less of the media industry.
InfographicTrading Desks Are the Stock Brokers of Digital Advertising
Click to Download Lo-Res 8.5×11 Infographic
(register at left to download 24x36 inch hi-res version)December, 2011
Digital advertising has become real time. We often hear how digital advertising is compared to the stock market – trading media vs trading stocks. Download this infographic which illustrates the digital advertising stack with examples, and compares it to the financial market.
When is an ad impression not making an impression? When it’s not seen.
(register at left to access) October, 2011
Most ad server reports refer to ad “impressions” as a request for the ad from the ad server: the ad server responds to a browser request with an iFrame or ad file, regardless of whether it actually rendered, viewable on a user’s screen or seen by the user. While it’s difficult to guarantee a user physically saw an ad, ensuring the ad is actually viewable on a user’s screen is a better metric than today’s ad “impression”. We’ve found that only 89 percent of ad impressions are viewable by a user: approximately 10 percent are never visible on the user’s screen for various reasons.
White Paper
Use Display to Capture What Paid Search Misses
(register at left to access)March, 2011
Organic and paid search are effective marketing tactics for online advertisers – users are actively engaged in seeking a solution to a problem. However, users click on far more organic listings than paid search listings –seven times more organic clicks than what advertisers see with their paid search campaign. The leading alternative to capture these “missed” organic searchers is “search retargeting” via search engines, retargeting services, search agency, publishers, and search retargeting services. Each solution poses its own unique challenges which include limited access to competitive search data and inventory; lack of scale for an effective campaign; inability to reach new searchers beyond retargeting existing paid search visitors; access to quality, motivated data and users.
