Tagged: campaign

TV is no longer an effective “stand alone” media buy.

TV-FOCUSED BRAND BUDGETS ARE MORE EFFICIENT WHEN COMBINED WITH YOUTUBE AND FACEBOOK: Combining TV with Facebook/Instagram video and YouTube generates a higher lift than any of these channels alone, while still being cost-effective: Facebook found that on average, spend on TV is 16.6x greater than on Facebook even though the TV components of campaigns reach only 3.6x as many people as Facebook. By adding Facebook ads to traditional TV campaigns, they were able to access an average 17% incremental reach to TV advertising, i.e. an average of 2.5 million additional people not reached by TV ads alone. Read More: marketingland.com

Why are the walled gardens not held to the same measurement standard to justify increased spend?

DIGITAL BRAND-ADVERTISING MEASUREMENT NEEDS TO MATURE TO JUSTIFY INCREASING SPEND: Despite non-stop advancements in digital adtech stacks, the evolution of brand measurement hasn’t kept up; brand studies look the same as a decade ago. I’ve never spoken to a brand marketer who says better brand measurement would not pry more brand spend from their wallet, so these fixes could lead to billions more poured into the digital ecosystem. Read More: www.thedrum.com

How-to go in-house.

TAKING YOUR DIGITAL ADVERTISING IN-HOUSE? START WITH THE RIGHT PEOPLE AND TECH: To run ad campaigns at scale, the transition from outsourced to in-house digital advertising needs to start with a focus on having the right people and tech in place. Read More: marketingland.com

Proof blockchain is not a silver bullet.

LUCIDITY, IAB TECH LAB UNCOVER ALARMING FRAUD, WASTED SPEND THROUGH BLOCKCHAIN PILOT: Dive Brief: Lucidity, a participant in the IAB Tech Lab’s Blockchain Pilot program, released what it claims are the most complete record of results to date for a blockchain-powered digital advertising solution, according to news shared with Marketing Dive. Read More: www.marketingdive.com