Good Read: Drake Morton

Behavioral Targeting And Paid Search

by Roger Barnette , Thursday, April 21, 2011

Paid search has a blind spot. Unlike display advertising, paid search marketers do not have the ability to do impression-level (or user-level) creative and bid optimization.   Because of this limitation, search marketers have not gravitated towards user-level analysis and understanding and instead focus more on keyword level understanding.  As performance-based digital marketing channels are converging, this “blind spot” for search marketers is becoming a large issue.

Proper user behavioral analysis includes understanding the ads that a user has viewed (media attribution) as well as the user’s interaction on a marketer’s web site.  Too few marketers have implemented cross-channel media attribution.  Even fewer can tie together attribution with user behavior online.  The upside for marketers who can do both is huge.

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Important to Understand: Drake Morton

Are Baby Boomers The Unicorn In Social Media?

Boomers and their use of social media are creating a lot buzz lately. Are they really participating? Is this the best way to reach older consumers? Is it a tactic to be layered with other more traditional tactics? We were seeking to understand Boomers activities in the social media space and launched a research study to answer these questions.
The first, and not surprising, finding is that when it comes to social media, older boomers behave more like seniors (the cohort known as “Ikes” or the Silent Generation) and younger boomers behave more like the Gen-X cohort.

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Good to Know: Drake Morton

‘Buying’ Audiences

by Chris Young , Tuesday, March 30, 2010

Thanks to a convergence of technology and consumer habits, both fueled by the advancements of the 21st century, there is a growing trend among digital advertisers to purchase their key audience rather than buying specific destination media — which is a positive development for marketers.

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Very Good Read: Drake Morton

You Must Understand Your Markets

Wants and Needs,

“Then, Ask To Be Invited”

Behavioral Targeting Misses Mark

OCTOBER 7, 2009
Despite the concerns of some consumers and privacy advocates, marketers have defended behavioral targeting on the basis that Internet users would prefer to look at relevant advertisements and offers.

But a study from researchers at the Annenberg School for Communication, University of California Berkeley School of Law and the Annenberg Public Policy Center reports just the opposite.

“Contrary to what many marketers claim, most adult Americans (66%) do not want marketers to tailor advertisements to their interests,” according to the paper. “Moreover, when Americans are informed of three common ways that marketers gather data about people in order to tailor ads, even higher percentages— between 73% and 86%—say they would not want such advertising.” (more…)

Good Read: Drake Morton

Dashboards Combining Analytics,

Behavioral Targeting, Marketing Data

by Laurie Sullivan , Wednesday, October 7, 2009

Marketers have been searching for ways to improve data collection an management since discovering the Internet holds promise for online advertising and behavioral targeting. Some of those promises are found in casual conversations. So, I keep my ear to the ground. And when I hear a company’s chairman talk about an industry in need of a specific technology, an application to solve the need is likely on the way.
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Interesting Read: Drake Morton

Microsoft Links Behavioral Targeting

Across Web, Mobile, Xbox

eight-week campaign for mobile media can run between

$250,000 and $300,000

by Laurie Sullivan , Wednesday, September 23, 2009

I have mixed thoughts about being targeted ads on my mobile phone. While I’m the first to admit my love for technology, and that my AT&T BlackBerry goes wherever I do, I’m a little sensitive to ad targeting, especially when Neiman Marcus serves up an ad to me somewhere across the Web after I’ve abandoned the shopping cart on their site. (As far as I can tell, they seem to be the only retail store following me.) So, how would you feel if an ad for a store you frequented online was served up on your mobile phone browser?

Microsoft last week began offering behavioral targeting for ads running on its mobile network. But while the service offers a range of online targeted categories — about 100 –to advertisers buying mobile display inventory, the launch really means so much more.
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You need to know: Drake Morton

Analytics As A Secret Weapon

by Jodi McDermott

Competing on analytics sounds like a good thing, but is your organization actually living it?  This past OMMA Metrics and Measurement conference in San Francisco, we heard several agencies talk about how analytics aren’t just a piece of the business, but are the key drivers in helping their clients kick the s#$t out of their competitors. Knowing how to successfully arbitrage and optimize the trigger points of the entire funnel through the use of technology and ingenuity takes not just smart minds but incredible discipline and stamina.

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Time To Clean It Up: Drake Morton

Behavioral Targeting Creates Filter And Purge Technology Gap

by Laurie Sullivan , Wednesday, July 15, 2009

The lack of technology that sorts and stores the mounds of data collected from cookies and ad tags could contribute to the slow adoption of behavioral targeting, according to some advertising insiders.

The culprit becomes the terabytes of data from hundreds of thousands of ad impressions collecting geographic location, content on page, time of day, interaction with ads, frequency in which ads serve up, and more.
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