Adotas goes two for two..Possible trifecta in play- Analytics; an agency’s secret weapon June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS — While agencies might have always been granted ‘backstage’ access to their client’s websites, it’s rare for them to influence what behavioural data is gathered, the tools that are used or how it is collected.
Historically, because of this lack of control and input, web analytics hasn’t been something to consider. However, the era of accountability and efficiency has made web analytics an important tool for agencies. As such, greater transparency from the client, and vice versa, provides an agency with data that enables them to make the most of a client’s budget.
A changing landscape and increased focus on accountability & attribution means that web analytics has grown in importance. In line with this, performance-based marketing has become increasingly popular. In the realm of online, clients are paying for success, and expect to be presented with quantifiable evidence to support any spend.
With budgets under the microscope, measurement, data and web analytics are critical areas of opportunity that agencies need to target immediately. Only then will then be able to keep up with consumers that are already ahead of the media industry’s ability to measure, evaluate, buy and sell. Accordingly, Acceleration is seeing the highest uptake of agencies to web analytics than ever before.
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Fox in the Henhouse: Should You Trust Your Agency with Analytics? June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS — Advertising agencies—and especially digital agencies—are among the most fascinating companies in the world. They are staffed (most of the time) by whip-smart, sometimes arrogant, fun, creative, young, attractive people.
Doesn’t it always seem like the good-looking smarty-pants you knew in high school ended up working at an agency? Sometimes, maybe when you’re slogging through yet another column of analytics numbers or trying to figure out how to make your analytics tool recognize a measure it wasn’t born to measure—admit it—you get a little jealous. Those agency people are probably skateboarding down the hall right now, coming up with a new way to make oven-cleaner cooler than Lady Gaga.
Agencies are soaking in the suds of what everybody now calls “spin.” You know—lemons become lemonade. Pigs can fly. And ho-hum conversion numbers can be made to seem either “not that relevant” or hidden behind a pitch for new creative. Agencies are amazingly good at taking things that are not so wonderful and making them seem like just the thing you wanted.
All of which is precisely why you can’t let your agency perform your analytics work.
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Honesty Is A Great Marketing Policy January 14, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — Last week, while taking advantage of the after Christmas sales in Manhattan, I ran into an unexpected response from a sales associate – a totally honest one.
I was shopping for clothes for my wife at Old Navy, and when inquiring about a particular sweater, the sales associate told me that from her experience, that sweater was a little itchy. Though I didn’t end up purchasing that sweater (truth be told, I had already purchased a sweater in a similar color at another store earlier that day), I did appreciate that sales person’s honesty.
Read The Rest–>Honesty Is A Great Marketing Policy
Reaching (Neglected) Consumers Who Play Games January 14, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — It had been thirty years since I owned my last video game console when, over the holidays, I bought an xBox360.
I convinced my father that my kids needed Rockband as an excuse to justify the expense. My seven and nine year old girls got a drum and guitar game and my first game purchase was The Godfather. My first week with the xbox36 helps illustrate the confusion that marketers and advertisers face when navigating in-game advertising opportunities.
Read The Rest—>Reaching (Neglected) Consumers Who Play Games
Mobile Advertising in a Down Economy December 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — Advertising and marketing executives in companies of all types and sizes all over the world are reconfiguring their advertising spending in order to accommodate tighter budgets, smaller margins for error, and less room for experimentation.
All forms of advertising are likely to see a decrease in spending. But there is a bright spot in the midst of all the doom and gloom: mobile advertising.
Read The Rest—>Mobile Advertising in a Down Economy
“Choice” is the Killer App December 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — We live in a three-screen world, juggling between cell phones, laptops and flat-screen televisions as we strive to work, communicate, shop and relax. The Internet, once limited to desktop computers or laptops, is now equally at home on cell phones and smart phones, making it easier for users to consume media – even TV shows – as well as work and shop on-the-run. As this transition has progressed, the advertising industry – particularly television advertising – has been shaken and is scrambling to retake ground lost to online, banner, and search-driven pay-per-click advertising delivered via the Internet or on mobile browsers.
Read The Rest—>“Choice” is the Killer App
Death of Ad Networks Greatly Exaggerated December 5, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — Having recently joined Undertone Networks as Chief Strategy Officer from a Managing Partner position at MEC Interaction, a full service global media investment firm, I’ve pondered the network space quite a bit.
The conclusion I came to, first as a buyer and now as a co-conspirator, is that not all networks are created equal. In fact, the products that networks offer are quite different and more often influenced by the business model than by the technology platform (assuming your model is not sitting squarely on the back of an exchange).
Read The Rest—>Death of Ad Networks Greatly Exaggerated
Click Fraud To Shape Ad Decisions in 2009 November 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — We are in the midst of a transition in online advertising that may not be fully appreciated for another year. As financial fears and uncertainty pervade Wall Street, and once-high-flying Internet darlings struggle to stay relevant, there is an underground revolution among marketers that will permanently change how ad spend decisions get made.
More than ever, marketers around the country are taking a closer look at their advertising expenditures and asking, “What did I just get from this?!” They are facing reduced budgets and looking for the biggest bang for their advertising buck. They are increasingly intolerant of low-performing and hard-to-measure ad campaigns. They want answers today, and they want better answers tomorrow. And since CPC and CPA advertising provide more measurable ROIs than do other forms of brand advertising, marketers are expected to allocate a higher proportion of their reduced budgets to online advertising. The result is that online advertising is expected to be fairly resilient in the coming year. But that resiliency will be matched with intense scrutiny as marketers seek to maximize ROI to the fullest possible extent. As a result, marketers are expressing a renewed interest in the subject of click fraud (a.k.a. unwanted traffic) and how it is distorting their ad campaign’s performance.
Click fraud can be defined as clicks or impressions that have no economic value to the advertiser due to malicious intent on the part of the clicker.
Read The Rest —>Click Fraud To Shape Ad Decisions in 2009
Are Top Brands Canceling Christmas? Not a Chance! tas November 13, 2008
Posted by Mark Blei in : Uncategorized , add a commentADOTAS EXCLUSIVE — Apparently, there’s a minor hiccup happening in online advertising. And in the global economy at large. Don’t just take my word for it; I am sure most of you can’t spend five minutes updating your fantasy football teams or reading DailyCandy without being interrupted by the latest email or Slideshare featuring Silicon Valley, Wall Street and Madison Avenue’s finest predicting the End of Days.
Read The rest—>Are Top Brands Canceling Christmas? Not a Chance! Adotas
Study: Mobile Ads Boost Brand Awareness 19% April 29, 2008
Posted by Mark Blei in : Uncategorized , add a comment
ADOTAS – Interactive ad-supported mobile gaming company Greystripe just released research conducted by Dynamic Logic measuring the effectiveness of its mobile advertising campaign for “The Golden Compass.”
Survey respondents were separated into “control” and “exposed” groups based on who saw the ads (786 mobile Web users between the ages of 18 and 55). The results showed a significant difference in awareness and interest in the movie among the groups.
Among the findings:
• Significant increases in awareness of and interest in film — a +19.3 percentage-point increase in awareness of the film’s title
• Increased interest — exposure resulted in a +9.5 percentage-point increase in interest in seeing the film among overall respondents
• Intent to see the movie in theaters increased by +14.5 percentage points among respondents ages 18-24
• Among the overall sample, 35% use their mobile phones for “finding theater and movie times” and 29% “watch movie trailers.”
Greystripe said that the mobile campaign delivered better results than those typically seen for cinema release campaigns online.
“These results demonstrate that Greystripe’s mobile-savvy audience is highly engaged by full screen ads delivered through media on their mobile phones. The mobile phone is an incredibly personal and social digital platform enabling brands to interact deeply with their audience,” Greystripe’s director of advertising sales, Jenny Burrington, said in a release.
Greystripe delivers full-screen ads that are wrapped around mobile games and applications; the ads are served before and after usage and are free on the company’s online / mobile portal GameJump.com and through its AdWRAP Catalog program.
