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September 18, 20111 Comment

Social Data Guided Media Plans

With every passing day, the benefit of social listening and data becomes more engrained in how we determine where we reach and market to people.

If you use social listening to identify marketing insights and innovations, you know the power of the outputs.  More than conversations, the data provides us knowledge of where those conversations are taking place.  We can also determine the volume of conversations as well as the influence of the people having those conversations at a particular URL.  That data combined with public traffic records now gives media planners the ability to pinpoint where their customers are engaged with content. 

The power of this data and knowledge can guide higher performing media plans.

Surprisingly, most media planners and buyers use antiquated methods to plan and purchase media.  Today, media buying companies rely on publishers to supply them with traffic stats and standard demographic data.  These are typically combined with third party reporting tools from firms like ComScore. 

Given the power of data @substancenyc is extrapolating out of our social listening exercises we decided to test a new way of building media plans.  Instead of using traditional methods of media planning we used our social listening tools to identify high volume conversations & influencer data to create a media plan that allowed our branded content to reach our target.

First we used social data to identify the right kind of customer.  Then we created a keyword list for our social listening tools to listen for. After that, we created an algorithm to extrapolate relevant conversations.  Once we identified the relevant conversations, we wrapped a volume metric around the URLs & places those conversations were talking place.  Once that was achieved we used a tools to identify the number of social influencers having the conversations.  Using the outputs of these simple exercises we created transmedia plan that effectively told our brand story.

Social Media

 

How did we know this was going to outperform a traditional plan?

We tested it. We tested a traditionally built plan against a social data guided plan. The result, the social data plan out performed the traditional plan by 19%.  The social data plan had more reach and conversion than the traditional plan. 

This test has transformed the way we are going to market for our clients.

What are you doing today that could change the way we do business tomorrow?  Let us know @substancenyc.

 

Social Data Guided Media Plans via @jpenabickley

November 1, 2006No Comments

ON: Brand Safety & Media Buys

Have you ever created an Ad, placed your buys and then watched the numbers grow as your audience grew?  I have.  I have also witnessed brands place a buy with their agency who in turn take that ad money and place the buy with multiple ad networks, who then take the brand buy and place them on “strategically” sound publishers.  Then the fun happens when your client calls and says he has found the ad next to porn, consumer generated content or better yet hate messages.   

At a recent IAB meeting I was holding court over cocktails on the subject of Brand Safety in the incestuous world of blind networks and disreputable publishers.

The online ad network industry has evolved from horizontal or blind ad networks running client's campaigns alongside inappropriate content to Vertical Ad Networks where the media buyer and the client know exactly where their ads are running-- in an environment of high composition audiences. The efficiency of this is obvious.

But as the industry evolves and 40% of the networks are working in the vertical and 60% are working in the horizontal, how do brands protect themselves from running on inappropriate content? 

I ponder this industry issue as we run into the future of online video content.  I believe that it will begin to grow incredibly unpleasant for brands that spend millions on a 15 sec spot and find that spot on content that has not been categorized or rated by an independent organization (like the ESRB or MPAA).

As interactive media buys have grown over the years we are seeing more and more instances of brand advertising showing up on “sketch” websites.

Did you know that one in every five online ads is running on a "blind" network?

The UK IAB and an independent organization made up of ad networks / Internet ad sales houses have joined to create a “Code of Conduct”

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Today, I ask that we as an industry begin a coalition that protects our advertisers and brands while categorizing and rating content on the Internet.  That way, when an advertiser places a buy they can run on rated content, just as they do on cable TV.

The purpose is to categorize and set ratings, NOT to ban content from the Internet.

Imagine the benefits to the brands and the inevitable benefits to consumers if we were to all use a common language and rating system.  Utopia.  As many of you know this is something that is long overdue in the Internet industry.

I welcome comments, suggestions and other who will me to join me in this endeavor.


Digg!

ON: Brand Safety & Media Buys via @jpenabickley

October 17, 20062 Comments

Yahoo! Invests In Right Media, Leads $45 Million Round

Y31
Today started like any other but quicky changed its momentum around 9:15 a.m.  The office was buzzing with the news that had hit the streets, Yahoo had made a strategic investment in our open market place, The Right Media Exchange.  It proved to be an exciting day for the company and our clients at Right Media as Yahoo Inc (Nasdaq: YHOO) is leading a $45 million round for a twenty percent stake in Right Media and will become a participating member of the Right Media Exchange.  See our CEO, Mike Walrath's comments here.

Once the news hit the streets my marketing and agency counterparts kept me busy fielding questions and opprotunites... Funny how a bit of pocket change moves industry additudes.

Logo_rm
What is Right Media doing with the money?

The investment will allow Right Media to keep building out products and
services that help grow the Right Media Exchange. Over 11,000 companies
are participating in the exchange, and we’ll continue to innovate in
order to help them gain more revenue and efficiency in their online
advertising efforts.

Will the Right Media Exchange stay independent?
The exchange will stay independent. Yahoo will be participating and
competing as any other major client would in buying and selling
advertising through it.

What does this mean for other Right Media Exchange clients?
Yahoo joining the exchange is obviously more advertising inventory
to buy as Yahoo is the largest display advertising property on the web.
Additionally, it should bring more advertising buyers to the exchange
to get access to that inventory, which benefits everyone. The more
buyers and sellers on the exchange, the better off we all are.

What does this mean for Consortium Members?
It further validates the way we can impact positive industy change.

There’s been great blog coverage.  Here are the highlights:

Related Posts:

Yahoo! Invests In Right Media, Leads $45 Million Round via @jpenabickley

September 20, 2006No Comments

ON: A Slow To OLA Spending?.?.

Yahoo today predicted a slowdown in online advertising growth, prompting
a sell-off of technology stocks including its own. CEO Terry Semel,
speaking at a Goldman Sachs conference in New York, pointed to
automotive and financial services as particularly weak growth areas.

Contradicts research
The Yahoo warning runs contrary to present research indicating a robust
online ad market. U.S. online advertising spending is expected to reach
$8 billion this year, up from $7.2 billion last year, according to
e-commerce-analysis firm eMarketer.

Yahoo now expects third-quarter sales to come "in the bottom half" of
$1.1 billion to $1.2 billion estimates given in July, according to
Yahoo Chief Financial Officer Sue Decker.

"We are starting to see some advertising weakness in some of
the most economically sensitive categories,'' Yahoo said in a
regulatory filing released Tuesday afternoon. "Growth is still
positive, but it is slower in Q3 than it was in the first half of the
year."

Bad day for category
By midday, shares of Yahoo were down
nearly 13% at $25.10 from $29.09. Rivals, who themselves rely heavily
on ad revenue, were also hit hard. Shares of Google were off by 4%, and
InterActiveCorp traded down 1.8%. Worse still, CNET Networks shares
suffered a nasty 7.4% hit.   In July, Yahoo said it expected third-quarter revenue between $1.11
billion and $1.22 billion, excluding commissions paid to marketing
partners. Analysts at the time were projecting revenue of about $1.2
billion for the quarter.

It's been a rough year for Yahoo investors. The company's
shares -- down 35% this year from a 52-week high of $43.66 -- plummeted
in January after Yahoo's fourth-quarter profit missed analysts'
expectations. Then in July, the internet giant postponed the release of
much-anticipated improvements to its search-advertisement system.

Dominance over MySpace
In August, about four in 10 online
display ads were placed within Yahoo Mail, according to
Nielsen/NetRatings AdRelevance. That's nearly three times the ad volume
pulled in by its closest challenger, MySpace. And who's buying that ad
space? Nielsen reported that financial-services companies were the
largest online advertisers last month, accounting for 28% of online
display ads.

The internet's share of global online-advertising budgets is
expected to rise to 8.3% in 2012 from 3.7% in 2005, Merrill Lynch &
Co. Analyst Justin Post wrote in a Sept. 12 report.

ON: A Slow To OLA Spending?.?. via @jpenabickley

September 20, 2006No Comments

ON: A Slow To OLA Spending?.?.

Yahoo today predicted a slowdown in online advertising growth, prompting
a sell-off of technology stocks including its own. CEO Terry Semel,
speaking at a Goldman Sachs conference in New York, pointed to
automotive and financial services as particularly weak growth areas.

Contradicts research
The Yahoo warning runs contrary to present research indicating a robust
online ad market. U.S. online advertising spending is expected to reach
$8 billion this year, up from $7.2 billion last year, according to
e-commerce-analysis firm eMarketer.

Yahoo now expects third-quarter sales to come "in the bottom half" of
$1.1 billion to $1.2 billion estimates given in July, according to
Yahoo Chief Financial Officer Sue Decker.

"We are starting to see some advertising weakness in some of
the most economically sensitive categories,'' Yahoo said in a
regulatory filing released Tuesday afternoon. "Growth is still
positive, but it is slower in Q3 than it was in the first half of the
year."

Bad day for category
By midday, shares of Yahoo were down
nearly 13% at $25.10 from $29.09. Rivals, who themselves rely heavily
on ad revenue, were also hit hard. Shares of Google were off by 4%, and
InterActiveCorp traded down 1.8%. Worse still, CNET Networks shares
suffered a nasty 7.4% hit.   In July, Yahoo said it expected third-quarter revenue between $1.11
billion and $1.22 billion, excluding commissions paid to marketing
partners. Analysts at the time were projecting revenue of about $1.2
billion for the quarter.

It's been a rough year for Yahoo investors. The company's
shares -- down 35% this year from a 52-week high of $43.66 -- plummeted
in January after Yahoo's fourth-quarter profit missed analysts'
expectations. Then in July, the internet giant postponed the release of
much-anticipated improvements to its search-advertisement system.

Dominance over MySpace
In August, about four in 10 online
display ads were placed within Yahoo Mail, according to
Nielsen/NetRatings AdRelevance. That's nearly three times the ad volume
pulled in by its closest challenger, MySpace. And who's buying that ad
space? Nielsen reported that financial-services companies were the
largest online advertisers last month, accounting for 28% of online
display ads.

The internet's share of global online-advertising budgets is
expected to rise to 8.3% in 2012 from 3.7% in 2005, Merrill Lynch &
Co. Analyst Justin Post wrote in a Sept. 12 report.

ON: A Slow To OLA Spending?.?. via @jpenabickley

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