Advertising Innovation - Part 1: Smart Speaker

Advertising Innovation - Part 1: Smart Speaker

This article has been translated. You can find the original in German here . Radio was said to be dead. But now podcasts, digital audio, and smart speakers are creating an audio boom and making advertising on smart speakers attractive for brands. Smart speakers in particular, with their wide range of interaction options, hold great potential for native advertising. For example, according to a study by Capgemini , consumers increasingly prefer to interact with bots rather than humans, especially when it comes to researching products and finding out about new services. Nearly 70% of respondents said they will increasingly replace [...]

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How to build a Change Management Strategy towards data-driven Marketing

How to build a Change Management Strategy towards data-driven Marketing

Marketing is traditionally the department led by experience and gut feeling, relying on user metrics and agency recommendations on the market shifts to come ahead and the competition to look out for. With the digitalization of all aspects of marketing and sales, more data is available to companies, and the eagerness to leverage them is growing. However, Gartner’s Marketing survey 2020 shows that marketers are not always “ready to rely on data to make decisions, this is where change management can play a role in building the right environment to evolve.” Content: Why do Companies need to manage Change? Organisationally [...]

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Advertising Innovation - Part 1: Smart Speaker

Advertising Innovation - Part 1: Smart Speaker

This article has been translated. You can find the original in German here . Radio was said to be dead. But now podcasts, digital audio, and smart speakers are creating an audio boom and making advertising on smart speakers attractive for brands. Smart speakers in particular, with their wide range of interaction options, hold great potential for native advertising. For example, according to a study by Capgemini , consumers increasingly prefer to interact with bots rather than humans, especially when it comes to researching products and finding out about new services. Nearly 70% of respondents said they will increasingly replace [...]

How to build a Change Management Strategy towards data-driven Marketing

How to build a Change Management Strategy towards data-driven Marketing

Marketing is traditionally the department led by experience and gut feeling, relying on user metrics and agency recommendations on the market shifts to come ahead and the competition to look out for. With the digitalization of all aspects of marketing and sales, more data is available to companies, and the eagerness to leverage them is growing. However, Gartner’s Marketing survey 2020 shows that marketers are not always “ready to rely on data to make decisions, this is where change management can play a role in building the right environment to evolve.” Content: Why do Companies need to manage Change? Organisationally [...]

Multi-Touch Attribution Model - Identifying the right channels

Multi-Touch Attribution Model - Identifying the right channels

In the ever-broadening media landscape, succeeding on a large scale rarely depends on a single channel: a combination of marketing activities generates awareness and motivates consumers to direct their choice towards a particular brand. Each of these activities may have an impact of a certain extent and generate more or fewer conversions, i.e. product purchases. Identifying the right channels with Multi-Touch Attribution Models to reach consumers is becoming increasingly important to improve the efficiency of the marketing spend. Knowing where the consumers came from when they made a purchase and which of the brand’s paid or owned media they had [...]

The ABC of Campaign Metrics - Part 3: Ad Fraud

The ABC of Campaign Metrics - Part 3: Ad Fraud

As advertising technologies evolve, so do fraud mechanisms. The higher the degree of digitization, the more potential for digital fraud emerges. With more and more ads traded programmatically and fraud detection processes not yet fully developed, a sizable share of advertising ends up being served to bots instead of real users. Definition of Ad Fraud As defined by Integral Ad Science (IAS) , Ad Fraud is “any impressions resulting from a deliberate activity that prevents the proper delivery of ads to real people, at the right time, in the right place — resulting in financial or opportunity loss by the [...]

Cookie Life - Part 2: targeting without third-party cookie

Cookie Life - Part 2: targeting without third-party cookie

To follow up on the status quo on cookieless future , we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will give here a quick look into what are these targeting options. How to leverage it properly and why contextual is the trendy solution that all media agencies are talking about. Which targeting relies on what? What is targeting? Which targeting is affected by third-party cookies? Definition Targeting Targeting means the precise addressing of target groups in online marketing. The most important prerequisite for this is determining the target group [...]

Time Series Uplift Modeling - how to test scenarios to forecast new media channels success

Time Series Uplift Modeling - how to test scenarios to forecast new media channels success

When planning on innovating in media, many marketers are stopped in their path by a simple question “Will it works? and “How high will the ROI be?”. Investing massive amounts of money in unknown territories may sound thrilling but risk-averse marketing board members and fragile business conditions have led many companies to refrain from innovating drastically. How to test innovation securely, to envision results when scaled? Here is an extremely useful approach that data-driven marketing can bring to innovative marketers. A time series uplift modeling - using regional test scenarios to forecast the success of new media channels - can [...]

Brand Safety: The ABC of Campaign Metrics - Part 2

Brand Safety: The ABC of Campaign Metrics - Part 2

The breakthrough of programmatic advertising has brought along new challenges. Automated buying and selling of media inventory provides better opportunities for real-time monitoring, enhanced control over budgets and targeting, and higher efficiency. But is there really 100% transparency in the context in which the ads are displayed? Do you know exactly what other information appears on the page together with your ads? Are you confident that your advertising efforts are helping enhance your reputation and not ruining it? This is what the concept of Brand Safety is about. Table of content: What exactly is brand safety? Why is brand [...]

Viewability: The ABC of Campaign Metrics - Part 1

Viewability: The ABC of Campaign Metrics - Part 1

It’s a well-known fact that Digital Advertising offers far better targeting and performance tracking opportunities than traditional channels like TV or published media. However, it has its own challenges and deficiencies. Imagine you have a campaign running online and you see that impressions are hitting the targets but somehow the click-through rate is below your expectations – and so are your conversions. What could the problem be? One of the possible answers is viewability – displaying an ad does not always mean the user gets to see it or looks at it long enough to get the message. Measuring viewability [...]

Cookie Life - Part 1: Status Quo

Cookie Life - Part 1: Status Quo

Google announced at the beginning of July that it will postpone the launch of the Privacy Sandbox solution in Chrome to the “end of 2023” hence maintaining the support to third-party cookies. It gives the industry some air to implement their new strategies and arbitrage for future open-web campaigns. Let’s use this time to understand what is at stake. Why is scraping third-party cookies from Chrome bringing so much trouble to the advertising industry? Because Chrome represents 65% of all web navigation (cf. Gartner) and 75% of mobile ones (cf Visual capitalist). Google alone attracted almost 31% of the [...]



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