When the 2011 digital advertising predictions rolled out a year ago, RTB’s transformative nature was often cited. While many predictions didn’t come to pass – this one did. In earlier posts, I explained how RTB will transform brand advertising, not just direct response. With the right agency and vendor partners,…
Scaling Over the Direct Response Wall; Q & A with PayPal
by Ryan Christensen
November 17th, 2011
What is a marketer to do when they’ve tested and grown direct response campaigns to the point where further scale at desired ROI appears to have hit the wall? SEM/SEO are extremely effective but require demand generation to create intent at the top of the funnel. Retargeting similarly yields…
CMOs and Fanning Social Measurement: What’s Not to Like?
by Cindy Cattey
October 24th, 2011
Last week, we highlighted the recently published IBM CMO survey focusing on their #1 pain point – Data. Now what about #2 on the list: dealing with social media? CMOs cited the challenges they face to track consumer comments, capture and evaluate all the data generated by social media,…
Are We Talking Past Each Other?
by Elizabeth Blair
October 13th, 2011
Two interesting pieces this week – Brian Morrissey’s first in a series of 12 (!!) rapid-fire Digiday articles on “Solving the Web’s Brand Challenge.” The usual suspects ( I mean that in a good way) – reeled off the usual list of reasons brand advertising online hasn’t exploded. Creative. Wrong…
Online Brand Advertising’s 654% ROI
by Cindy Cattey
October 7th, 2011
A picture is worth a thousand words. Here is the lead graphic in Nielsen’s latest whitepaper:
Nielsen’s conclusion: “The random scatter of the points indicates a lack of relationship between sales lift and click-through rate.” In plain English: click-throughs have no relationship to product sales. For many years, Nielsen has…
On RTB and Brand Advertising (Part 2)
by Madhu Vudali
August 3rd, 2011
Last week, I discussed how Brand advertising benefits from RTB. Very quick refresher: a $200B online display ad market (i) of which 35% has Brand KPIs and (ii) with 50% of the inventory in RTB. Big money opportunity. We’re on it: our ad platform MFP on Demand extends our full suite of…
On RTB and Brand Advertising
by Madhu Vudali
July 29th, 2011
At Brand.net, we focus on maximizing ROI for Brand advertisers. We demonstrate day in day out that tight management of the Metrics That Matter – Reach/Frequency against the target audience, and high-quality, contextually oriented media – yields outstanding offline sales ROI. Obviously, Brands need both high ROI and high volume…
