Mediaboss Marketing

The following is a guest post by John Willkom, senior vice president of e-commerce at The Mars Agency. Opinions are the author's own.

Last Wednesday, Snap Inc. announced quarterly earnings. Already richly valued, the stock got absolutely hammered after hours, falling as much as 30%. And while investors ran to the door, it wasn't so much the numbers announced as it was the commentary outlining the "why."

This article isn't about stock prices or company valuations, though. It's about the potential implications for digital advertising and, frankly, the future of the internet.

Snap's miss centered on two things. The first was Apple's change to its privacy policy and specifically its Advertising Identifier (IDFA). Since this was announced in late April, this is the first real evidence that, despite workarounds, these changes make advertising less effective on iOS devices! The second was Snap's commentary on global supply chain disruptions. Put simply, brands don't have products to advertise, which naturally leads to a cutback in ad dollars. Snap is already competing on the fringe for ad dollars, so it makes sense that brands would cut there before Google or Facebook.

Apple has long argued that it's the white knight in this whole equation and user privacy is its North Star. However, in the past six months, its Search Ads business has more than tripled in market share, according to the Financial Times.

Meanwhile, fellow Silicon Valley darling Google owns 92.47% of the search engine market, according to Statista's June research. Google's rumored spat with Roku was once considered good old negotiation. Now that details are airing publicly, it's becoming clear that Google is flexing its muscles and not giving an inch when it comes to revenue share for YouTube properties on Roku devices. In addition, the recent attorney general's lawsuit against Google was unsealed and the following excerpt caught my eye:

Google Digital Advertising Antitrust Litigation

75%, folks!

So, what does this all mean in the grand scheme of things? Here are my predictions:

Apple and Google didn't get to $2.5 trillion and $1.8 trillion valuations by settling for second place. Upcoming earnings announcements may be the most scrutinized of all time, as we're in the middle of disruptive change; we just don't know it yet.

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Snapchat's Q3 earnings may reveal the future of the internet - Marketing Dive

Kristina: How is Content Recommendation different for marketers from other digital ad segments?

Pamela Becker, CMO, WhizzCo: Over the last decade, marketers have become accustomed to buying media via real-time bids on open programmatic markets. Programmatic technology has made online advertising more transparent and fair for advertisers, publishers, and platforms alike.

Content recommendation works differently. Here, many publishers sign exclusive contracts with a single content recommendation. Though advertisers do bid through auctions to serve ads, the bidding is among the content recommendation vendor's advertisers, and even the winning bidder won't know what their effective CPC needs to be to win the auction nor how much ad inventory is available - all things which are known in traditional programmatic auctions.

Therefore, advertisers are unable to optimize their bidding in content recommendation like they can in traditional programmatic bidding.

Kristina: What strategies can marketers implement to achieve their marketing goals with this method?

Pamela: Most content recommendation vendors, particularly the market leaders, provide advertisers with sophisticated contextual and interest-based targeting options. However, since many publishers have exclusive agreements with one vendor, in order to achieve broad reach, advertisers should work with several content recommendation vendors.

Kristina: Are there alternatives in the market?

Pamela: The truth is that the content recommendation market is slowly opening up. First, some vendors are enabling publishers to work with more than one content recommendation vendor. Second, new companies, like WhizzCo, use predictive algorithms to determine which content recommendation vendor's ad will deliver the greatest revenue for the publisher and the greatest relevancy for the advertiser.

These market changes should make content recommendations operate in a similar manner to the other 85% of online advertising, where, according to data from IPONWEB, ads are served via real-time programmatic auctions. But we're still several years and market changes from that.

Tags: advertising content, content marketing, content marketing trends, content recommendation, ecommerce content, Whizzco

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The Ins and Outs of Content Recommendation - Content Marketing - BizReport

Watch out Big Ad Tech. The folks most famous for publicly shaming ad-tech firms and advertisers who may have inadvertently funded disinformation and fake news are expanding their work.

Claire Atkin and Nandini Jammi, cofounders of Check My Ads and authors of the newsletter Branded, are starting a nonprofit. Named the Check My Ads Institute, theyre calling it the industrys first independent watchdog. The institute will be able to accept funds from supporters of its work and can apply for research grants.

That money, they say, would be used to hire researchers and editorial staff, allowing for even deeper investigations into the dark and murky world of ad tech, marking a continuation of the work thats already been published on their Twitter accounts and in Branded.

Some background: Many advertisers use brand-safety technology to avoid running their ads next to articles and content that could be deemed controversial, avoiding spice like someone with bad heartburn. Its why keyword blocking lists let brands stop their ads from appearing within content that includes words like Covid-19 or Donald Trump, for example, even though this practice has been shown to hurt legitimate news outlets.

Some of Brandeds highlights include:

Atkin and Jammi are also included among the "liberal activists" Glenn Greenwald recently called genuinely sick, dangerous and pathological with a rotted authoritarian psyche.

Since June of 2020, Check My Ads has offered consulting services, speaking with nearly 200 different advertising and marketing teams about their ad strategy and best practices to avoid sites of ill repute. Their work involves hosting workshops on understanding brand safety and devising brand safety guidelines for marketers. But fewer than 40 of these teams paid Check My Ads for its services.

Check My Ads declined to provide their rate and their revenue, but said they are not starting the nonprofit due to a lack of funds from clients. We were doing fine, Atkin told Marketing Brew. Theyll continue offering consulting work, in addition to operating the nonprofit arm (legally, they will be two separate entities).

The real goal is to continue working in public; thats where the real change is happening. Create that public accountability that helps accelerate the results were looking for. We cant have the same level of impact working privately with clients, Jammi told us.

For a $10 monthly donation, supporters will be called Check Mates (get it?), gaining access to Atkin and Jammi through private Zoom calls that will dive into the nitty-gritty of the work and research process. The Branded newsletter has roughly 8,000 subscribers, and they expect between 10% and 30% to become paying supporters of the new nonprofit.

Atkin and Jammi say that Check My Ads had reached out to other industry-led groups and trade bodies, but they were exhausted as avenues of change, said Jammi, pointing out that these organizations include some of the same ad-tech players, like OpenWeb, that Check My Ads has called out.

We dont think theyve grasped how central their role is to funding this economy, said Jammi. These trade groups are funded by the same ad-tech platforms that monetize hate speech, bigotry, and false narratives. We cant really expect any organization that partners with members of the ad-tech industry to provide meaningful solutions.

The nonprofits board of directors will include David Carroll, associate professor of media design at the New Schools Parsons School of Design, who once filed a legal claim against Cambridge Analytica for a copy of his personal data, Judy Shapiro, founder of ad-tech company Topic Intelligence, and Zach Edwards, an ad-tech researcher and the founder of Victory Medium, a digital analytics consulting firm.

Until government regulators and elected officials start to address the real harms from ad-tech companies and their audience brokers, people will need to come together to fight back, Edwards told Marketing Brew.

With more funding and more researchers, advertisers can expect Atkin and Jammi to increase their public flogging of ad-tech supply chains and the brands who may not know why their ads ran on sites like Breitbart.

We want to help create enough of a precedent in our public work that ad-tech companies start taking proactive measures on their own to vet their own inventory, Jammi said.

And if a brand really doesnt want to appear in one of their tweets or newsletters, any advice?

Its an issue when people dont check on their own supply, said Atkin. The biggest thing for me is to open marketers eyes to the fact that they need to be responsible for their own campaigns.

+1: This summer, Atkin and Jammi spoke with Morning Brews B2B Executive Editor, Josh Sternberg, on why programmatic ads end up all over the internet.

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Disinformation and ad-tech activists Check My Ads are starting a nonprofit - Morning Brew

At e4ms Screenage 2021 held on October 22, a stellar line-up of industry experts shared their astute insights on the significance of practising advanced metrics in mobile marketing. The theme of the conference was The Next Wave of Mobile Growth where the experts shared their perspectives on how Mobile marketing has grown phenomenally over the years and how this pandemic has given it a new push. The thought leaders also discussed the new innovations happening in the mobile marketing space and shed a light on how marketers can benefit from it.

Among the many interesting sessions at the conference was the panel discussion on the topic Advanced metrics in mobile marketing, the right way to practice it. It was moderated by Kosal Malladi, Vice President, Madison World and the panellists were Ajay Dhyani, Head- Marketing & E-commerce, Timex Group; Siddharth Dabhade, Managing Director of MiQ India & SAARC, MiQ Digital Commercial Pvt Ltd; Prajwalita Borah, Head Marketing, 91Mobiles; Juhi Singh, Head of Digital Center of Excellence - India & International, Marico; and KirtimanKohli, Digital Marketing & CRM Lead, Reckitt Benckiser. The panel shared their astute views on Building an effective dashboard to understand metrics that matter as well as the Dynamics at play for the next phase of mobile marketing metrics.

Opening the discussion, Malladi asked the panellists to define mobile marketing and share their perspectives on analysing data and the various dynamics of privacy today. Kirtiman Kohlis said, Almost 85% of all media consumption on the internet is happening on mobile. Digital marketing right now is mobile marketing or mobile-first marketing, which triggers us, marketers, to think in that direction. There is a bit of a paradigm shift for us as well. Because earlier, we used to look at our screens and our tech stocks as assets. We need to ensure that each asset that needs communication fits well in a six-inch screen or not. Does it farewell? Does the consumer get the message in a six-inch screen or not? This is something which is paramount as a marketer.

Prajwalita Borah shared her views on adopting mobile marketing, In the smartphone space, marketing is essentially mobile today. We have to adopt a mobile-first outlet. Whether it's the ad creative, the length of your ad film or your brand film, the format, the sound, etc. we have to make sure that they're optimized for mobile. Adopting scientific marketing data is something that we follow closely. In mobile marketing, they are looking for immediacy. And if you don't deliver it in an easy to consume format, they'll just walk away. Therefore, as marketers, we have to make sure that we are delivering content and getting to the key value proposition immediately. There's a whole proliferation of channels today. And it's very important to pick the right channels based on your campaign objective, etc. because you're leveraging influencers, in order to maintain brand consistency. Hence, it's very important to figure where your consumers are spending the most time learning and discovering about new brands and making sure you're available in those platforms in the best possible. These are a few highlights about how we adopt mobile marketing.

Attribution is always a big challenge faced in mobile marketing. Juhi Singh shared her perspective on tackling challenges and also the use of data in order to drive more sales.At Marico, we try and gather everyday sales data for all our brands and then, and we get all the digital marketing data. We run a multi-channel attribution model, which actually helps us to derive ROI for each of the platforms at a brand level. The model predicts the expected mass or optimum sale as well. Attribution is made as per model, and we keep tracking and improving the model as well. And one number that we track very actively for the senior leadership, and at each brand level is reverse, which is essentially the opposite of a cause. We have arrived at a certain benchmark at each of these levels, and we keep evaluating our performance and then keep improving henceforth.

Ajay Dhyani discussed the E-commerce journey versus the CPG journey. He added, We have seen unprecedented growth in our economies especially on the digital platform. During the last lockdown, our physical stores were not operational. But even after that, the kind of growth and response we have seen on digital platforms has been phenomenal. We have taken significant initiatives to grow throughout this journey. And those initiatives are backed by data. The performance of the brand website also started growing significantly, just after the lockdown period. The significant factor in the growth of our ecommerce platforms like Amazon, Flipkart would be data. Working closely with ecommerce platforms, getting valuable product data and insights really helped us improve our performance. We try to analyse this data closely in order to try and optimize. Throughout the ecommerce journey growth has been phenomenal during the past couple of years and the data played a crucial role in helping us optimize and achieve our goals.

SaurabhDabhade shared his insights around privacy and the future of programmatic advertising. He added, We are going through a journey in India. What we also see in this decade is TV is probably going to change. Traditional TV is going to morph into OTT and connected TV and so on. The digitalization of TV will take place. As we go more and more into this decade, we will see that all the news is consumed on digital. 5G can also bring in lots of other factors in an advanced way in terms of targeting the consumers. Data privacy is an important factor and consumer privacy is also something which is very crucial.

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'Almost 85% of all media consumption on the internet happening on mobile' - Exchange4Media

"Although an increasing number of drivers are purchasing car insurance online, there are some that prefer to work with car insurance agents," said Russell Rabichev, Marketing Director of Internet Marketing Company.

LOS ANGELES (PRWEB) October 27, 2021

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What Are Car Insurance Agents and What Benefits They Can Bring - PR Web