Stand Out By Blending In: Making Native Advertising Work on Mobile

Posted by Lauren Cohen on Tue, Aug 23, 2016

Our mobile devices have become an extension of ourselves. We sleep next to them and bring them everywhere. They are the last thing we check at night and the first thing we see in the morning. Brands and marketers, however, are still learning how to connect with their customers on smaller screens.

Native advertising (ads that are tailored to the look and feel of their surrounding content) is a popular solution, and sponsored stories, in-feed editorial units and News Feed ads, have found their way to smaller screens.

Suffice it to say, we have come a long way from the age of pop-ups and flashing banner ads. Over the past few years, brands and agencies have developed an expertise in selecting ad formats that deliver on tangible goals. Native advertising stood out as a top performer because it is non-interruptive and opt-in.

According to the Mobile Marketing Association, users spent 40 percent more time interacting with mobile native ads than with traditional ads on mobile, and average brand recall is twice as high with native ads.

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Topics: mobile, advertising, digital marketing, video, marketing

3 Reasons Video Ads & eCommerce Are a Perfect Match

Posted by Katharine Panessidi on Wed, Jun 22, 2016

eCommerce is a business that often centers around visuals. So it makes perfect sense that videos are emerging as a preferred way to market eCommerce in the digital world. 

Video ads are a smart, cost-effective, and efficient method to convey your message to potential customers. From the moment a video ad is viewed, research has shown a measurable lift in ad recall, brand awareness, and purchase consideration.

The same study even showed that people didn’t have to view the entire video to drive their purchase decision, though the longer that people watched the video ad, the greater lift in ad recall.


However, viewing a video ad in full was not required for deciding to commit.

The powers that be at Facebook, YouTube, Snapchat, Twitter, et al. did not create their empires by being oblivious to such trends. Almost one third of consumers are using social networks to research products.  This is why these platforms continue to innovate on ways to present advertisers an opportunity to place themselves in front of potential customers with video.

Here are three reasons why video can be a perfect match for your company:

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Topics: ecommerce, video ads, video, advertising

A Data-Driven Framework

Posted by Katharine Panessidi on Tue, May 31, 2016

Join us on June 2nd for the MITX Data Summit! Advisory Board Member, Victor Davidson, VP/Director, Analytics, Research & Technology, Havas Media, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here

I’m excited to join the MITX Data Summit later this week.  Having attended this conference multiple times, I know the content will be fantastic, and I always come away with some practical insights I can take to my clients.  In particular, this year we’ll be talking a lot about building a data driven marketing organization.  This is a topic I hear from clients quite often.  What is a data driven marketing organization?  I think it involves a number of different pieces, but where it differs from a traditional marketing organization is that decisions are made through a test and learn, metrics focused framework.  Nearly all marketing decisions can now be made using some type of data to evaluate their successfulness: from creative and media optimization to the selection of a technology stack and CRM tactics.

But what does this data driven framework actually look like you might ask.  I work within the DBi Consulting arm of Havas.  When we engage with clients, we use the tried and tested framework from the CRM and IT space: technology, people and process.  We align each of these in a matrix against data collection, communication and action.  In this way, we can help clients understand what technology they need, who will manage it and how it will fit into the larger organization.  What we’ve found is that most marketers actually have a strong awareness of the different technologies in the market.  For example, when I took a quick poll of my clients, nearly all of them had heard of a Data Management Platform (DMP) and most had a strong sense of what a DMP was used for.  Indeed, nearly half of them had already deployed a DMP.  I use a DMP as an example because I think this is the type of technology that underlies a truly data driven marketing organization.  

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Topics: marketing, digital marketing, measurement & analytics, MITX, data, advertising, analytics

The Data Talent Shortage is Not Where You Think

Posted by Katharine Panessidi on Mon, May 23, 2016

Join us on June 2nd for the MITX Data Summit! Advisory Board Members, Thomas Hubbard, who is the VP,  Head of Global Marketing at Kaspersky Lab, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here

Tom Hubbard is the Vice President, Head of Global Digital Marketing at Kaspersky Lab.  He is responsible for UX, Media, SEO, Analytics and Web Development, among many other activities, in 200+ countries. Prior to Kaspersky Lab he was the Vice President, Online Marketing at Euro RSCG Edge.

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Topics: Boston, data, advertising, analytics

A 360 View of Viewability: We All Have a Stake

Posted by Taylor Haney on Tue, Jun 2, 2015

Weren't able to attend our Bots and Booze event last month or interested in learning more about the topic? Well, you're in luck! Check out this fantastic blog post from one of our viewability speakers Kim Riedell, SVP of Product & Marketing at Digilant. 

For over 20 years Kim has been leading teams that create innovative solutions for the ad tech industry. She enjoys navigating the wild world of product management to develop industry leading technology platforms. Prior to joining Digilant’s executive team, Kim ran business operations, marketing and client account management at Rakuten Loyalty. Kim has also held executive roles at Valassis, where she built omnichannel solutions for advertisers, and at Commission Junction, a Conversant Company, where she was responsible for advertiser and publisher relationships, and business operations in the US. Early in her career Kim held marketing and business development positions at Student Advantage, Lightbridge, Inc., and MCI Worldcom. Presently, Kim serves on the Board of Directors for Simmons School of Management.

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Topics: digital, advertising