Arguments abound about the best way to measure digital campaign effectiveness; but no industry standard exists. ExchangeWire talked to Tim Geenen (pictured below), director of strategy and innovation, Bannerconnect, about a study they carried out, which shows that exposure time could be the go-to metric the industry has been crying out for.
ExchangeWire: Where is the industry currently going wrong in measuring the effectiveness of digital campaigns?
Tim Geenen: Attribution is no easy feat for today’s digital marketers and advertisers. With search, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Publicis wants a piece of Cheil; Google’s DoubleClick starts Programmatic Guaranteed; Flashtalking acquires Encore; MediaMath Launches Helix; and Series A funding for startup Vyking.
Publicis wants stake in Cheil
With a marketing budget that runs into the billions, Samsung is a big fish. No wonder that French advertising and PR company Publicis is eyeing a bid for a controlling stake in Cheil Worldwide, the agency [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sizmek adds DCO solution Pointroll to its burgeoning ad stack; RTL bolsters digital with investment in VideoAmp; IAB Europe and Google on the future of programmatic; a new data exchange for Adobe; GroupM invests in Yonder Media; Adform’s new audience management platform; and Smaato and adsquare cooperate.
Sizmek adds to stack with DCO acquisition
Is Sizmek the most undervalued company in ad tech? At just [...]
In this piece, Caroline Ingman, brand manager, EU, Specific Media (pictured) discusses how marketers are faced with more and more data points (dots) and how to solve the problem of connecting the dots to gain meaningful insights from marketing activities.
In this increasingly device-first world, it is more difficult than ever for marketers to see past the screens and identify who their customers are and how to reach them. As device usage changes and device types expand, the consumer takes on [...]
It is vital marketers are able to reach their audiences effectively in order to minimise wasted ad spend and boost conversion rates. In this piece, Ben Cooper, managing director, Europe at HookLogic (pictured) discusses how the consumer shopping journey has ceased to be predictable, which has made it difficult for brands to decipher which marketing tactics will yield the greatest results, and where and when to deploy them.
Against today’s backdrop of uncertainty, brands need to [...]
With consumers generating more data than ever before, particularly through mobile devices, more marketers in Asia-Pacific are tapping big data analytics to improve attribution and create a better audience experience. Shobhit Shukla, chief revenue officer of location-based data analytics provider, Near, highlights the challenges from this changing landscape and discusses how brands can differentiate their services with real-time insights.
ExchangeWire: What are some key developments in the way user data is collected today?
Shobhit Shukla: Few things are more valuable to [...]
In today’s guest piece, Ken Parnham, general manager Europe for location intelligence platform Near, discusses how marketers are now able to identify a consumer’s location to deliver relevant and contextualised content in real time – a game changer for marketers.
Research by mobileSQUARED has revealed that 70-80% of brands active in mobile are keen to utilise geolocation targeting.
However, a lack of understanding about the technology is hindering marketers from taking full [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia ad tech industry wants more accountability; Twitter Ads now available to more APAC SMBs; and WWE & Exponential sign multi-year APAC deal.
Australia ad tech industry wants more accountability
A real change is at hand when it comes to understanding mobile audiences, and we’re only really beginning to understand the effect that mobile devices are having on consumer buying habits. This is what Forrester recently named “The Mobile Mind Shift” in a new book, which they define as “the expectation [in consumers] that I can get what I want in my immediate context and moments of need.” With this level [...]
The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom, director, solution architecture, Visual IQ (pictured) discusses how modern-day consumers draw information about brands from a greater number of sources than ever before, encountering online and offline touchpoints, traversing a range of channels such as TV, print, social, and search. Users are also utilising numerous platforms, from smartphones and tablets, to laptops and desktops. This labyrinth [...]