Google updates it’s data sharing policy: Analytics Data will enhance Google-Ads

Today is saw this announcement in my Google Analytics account:

Google Analytics Data Sharing SettingsIn order to improve your experience with Google products, Google Analytics is updating its data sharing policy. Read the rest of this entry »

Riding the long tail

Today Frank came back from the DLD with a bag full of business cards and giveaways. Most of those are in a very formal style and not worth to mention,… Read the rest of this entry »

The truth in Advertising

This is a very nice film about how the whole advertising process works. Read the rest of this entry »

UPS reduces left-hand turns with predictive algorithms

Great story that tells how algorithms can be used to save a lot of money by only changing how things are done slightly. Quite the same what we do with online ads…

Dawn of a new age

That’s the result from a global IBM survey with the title “The End of Advertising as We Know It”.Extract:
…it anticipates more changes at work in the next five years than have occurred in the past 50 years. Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels and…interactive advertising paired with consumer analytics provides compelling knowledge of who viewed and acted on an ad rather than estimates of impressions…And here are a few more interesting details:- execs are planning on moving about 30 percent of their ad spend from traditional agencies to online ad exchanges within the next five years.
- Two-thirds of execs believe 20 percent of ad revenue is expected to move from media channels based on impressions, to rates based on actions, such as click-thru rate
- 40 percent of the 2,400 consumers and all 80 advertising executives surveyed found ads during an online video segment more annoying than any other format (banners etc.).Naturally this survey resulted in a book, as is normal in the USA, but at the same time a summary (28 pages) is available as a free download.
The survey provides a very good overview of the current situation, e.g. also for the new sectors of video ads and mobile ads. Old “Mother Blue” has made really great progress – plays on the Linux claviature, is moving toward the 3D worlds (Linden Lab), etc., and is well and truly on the way away from the “scrap heap” to where the music is playing – online.

weird US discussion towards not establishing an online currency

This morning i had great fun reading this blog post in the official Adtech Blog telling about a quite confused session regarding a online currency for the US market. Although the title of the session suggested the intention to push something like this forward obviously all participants argued towards not doing it. Really funny – i always thought this would be the typical german/european behavior…

Behavioral targeting from the viewpoint of BBDO boss Robertson

Last week Thomas Knüwer submitted a question via Twitter, because he was soon due to interview Andrew Robertson, the Worldwide CEO of BBDO (here is his blog entry for his question).Mr. Robertson’s answer to the question I had sent to Thomas about his assessment of behavioral training was as follows:“I have a huge belief, a huge belief in the importance of behavior as a source of insight, a mechanism for giving access… One of the things that has happened over the last 20 years is that is has become faster and cheaper and easier to ask people what they think and feel than to look at what they are doing, and as a result there is a big sort of shift in the way in which research is being done in the areas that people look at for insight.”The media podcast Bel Ètage is available here in the Handelsblatt, via iTunes or at sevenload.

SaaS – a good decision for Behavioral Targeting

SaaS = Software as a Service formerly known as ASP is a good decision for many software applications. Salesforce.com demonstrated how the market changes and that even real business applications with account informations, revenues and so on can be used as hosted services. Salesforce was so bold to offer their product only as a service from the beginning on – which had to be a tough decision that time as many businesses refused to do anything except internal hosting for a long time. But the situation seems to change slightly, perhaps this is related to the fact that many companies made experiences with outsourcing of their IT in the past – with good support from the controlling department as they always love to reduce the fixed costs. Read the rest of this entry »

Predictive behavioral targeting provides greatest boost to ad clicks

The study conducted by Werbeplanung.at in conjunction with AdLink.at, sms.at and our customer Tripple Internet Content Services, published yesterday, shows that significantly higher click rates (here with predictive behavioral targeting: up to 250%) are achieved with behavioral targeting campaigns: “After the press conference of Tripple and nugg.ad regarding the introduction of predictive behavioral targeting in Austria the question arose of what targeting achieves,” wrote the questioners. The Austrian advertising planning bloggers started two waves – one with and one without behavioral targeting – and compared the click rates of the campaigns in the two delivery waves.The result: “AdLink increased its click rate on the participation form by 78%; at sms.at the increase was 125%, at Tripple it was 250%. […] A significant reduction in the TKPs was achieved for all the test participants by means of the different targeting methods.” AdLink used environment postings for behavioral targeting, sms.at used registration data, and Tripple Internet Content Services used a combination of behavioral targeting and predictive behavioral targeting. Here is an overview of the study results: