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Online SPIN: TV’s Reach and Frequency Problem
Last week, Dave Morgan posted his thoughts on the challenges facing traditional television advertising, namely reach and frequency. Here's a quick synopsis of his article: Because of the increasing...
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“Relationship” Cookies
The secret to online marketing is at the cookie level. Every moment is 1:1 between the brand and the consumer. For each individual impression we can measure the resulting actions (or inactions). So...
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Mobile Ads to Surpass Online Ads!!!
Three exclamations points, are you serious?!?!? Of all the flashy headlines in online marketing news this month, this one went relatively unnoticed: “Mobile In-App Inventory Poised To Surpass Online...
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How Digital Strategies Should Change Based on Holiday 2011 Performance
A lot of companies are releasing bits and pieces of data about online campaign activity from the 2011 Holiday period. Taken collectively they demonstrate that the online marketing space is blowing up...
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The Big Picture is Really Very Small
The world of marketing data is a complex and constantly evolving space. First party data. Third party data. Offline data. Data warehouses. Dashboards. Attribution models. What are marketers...
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PointRoll 2011 Benchmark Report: Interaction Rate
Everybody loves benchmarks. Or if you’re reading this post, I bet you love benchmarks. PointRoll just released its 2011 Benchmark Report. After analyzing billions and billions of impressions across...
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5 Things Advertisers Can Do To Improve Dynamic Display Campaigns
One thing I’ve learned in 2012 is that when people hear “dynamic” and “optimize” they’re already on board with you. I mean, who doesn’t want to dynamically optimize everything these days? The other...
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Click-Thru Rates Are Overrated
ComScore released a report earlier this year in conjunction with Pretarget that assessed different digital marketing metrics in terms of their correlation with conversions (“For Display Ads, Being...
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