3C’s of Effective Social Media

whitePaper | August 10, 2022

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness.

whitePaper | January 1, 2020

When AT&T bought the first banner ad on Hotwired.com in October 1994, no one could have realised that they were witnessing the birth of an industry. This year, that industry will support sales of digital advertising worth over USD$223 billion. The advertising technology industry is a huge, complex and sprawling ecosystem. It incorporates everything from third-party ad networks to trading desks, real-time bidding platforms, retargeting, supply- and demand-side platforms, sophisticated attribution models and increasinglyartificial intelligence solutions.

whitePaper | October 10, 2022

AI is evolving from a nice-to-have capability, to an everyday staple, especially in advertising. Forms of AI handle your bidding, targeting, optimizations and sometimes even your creative output. AI will be the baseline for advertising innovation over the next few years, are you ready?

whitePaper | June 2, 2022

The media industry is entering a new phase of evolution yet again as the world begins to reopen, thanks to increasing COVID-19 vaccination coverage. Global advertising spend rose by 24% in 2021, the strongest year-over-year growth on record in 40 years, according to the World Advertising Research Center (WARC). Ad spend is expected to grow by another 12.5% in 2022. This is positive news for publishers. However, new opportunities bring new challenges.

whitePaper | June 7, 2022

Over-the-top television and streaming audio offer consumers a rich array of on-demand content options, and the list of platforms and programs that serve up those options are increasing all the time. As streaming builds momentum with audiences, and as advertisers gain experience with the medium, TV and audio are increasingly becoming data-driven advertising channels.

whitePaper | December 29, 2019

Branding has become one of the most important aspects of business strategy. Yet it is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. This note provides an alternative perspective, arguing that: Branding is a strategic point of view, not a select set of activities.