via: Mediapost
Click Forensics will open a program Friday to audit impressions in display ads. The program tests the ability to filter ads and identify invalid traffic in real-time.
Taking a cue from its existing platform to monitor and score billions of clicks, now the company will use the technology to score impressions, as well as determine fraud and validity. The effort to ease the ad industry’s growing pains and increase transparency into ad-buying and conversions could prevent marketers from wasting ad dollars and gain better return on investments.
“We’re looking at all the data being purchased through media sold or purchased,” says Paul Pellman, chief executive officer, Click Forensics, Austin, Texas. “We do machine learning and predictive modeling against that data to identify anomalous patterns and traffic sources that we have proven invalid in the past.”
read full story here.
Categories: 5 Web Analytics
Tagged: How to verify display ad traffic
via: MediaPost
Google Moves DoubleClick Into Next Generation Of Display Ad-Serving
The advertising display industry continues to go through massive change in terms of targeting and how ads are bought and sold. Susan Wojcicki, vice president of product management at Google, pointed to changes in business models and technology during the IAB Annual Leadership Meeting 2010 in Carlsbad, Calif.
Google launched the next generation of ad-serving technology Monday in an effort to continually improve ad-serving. DoubleClick for Publishers (DFP) will come in two versions: a pay version for larger publishers that require more options, and a free version for smaller publishers with simple needs that replaces Google Ad Manager.
Written on Google technology, the upgraded version of DFP offers publishers a new way to serve ads. The completely redesigned interface aims to save time and reduce errors. Detailed reporting and forecasting data give publishers tools to help them understand where revenue originates and what ads are most valuable with more than 4,000 data points in reports. And sophisticated algorithms should improve ad performance and delivery.
read full story here.
Categories: 9 In the News
Tagged: What is DoubleClick for publishers?
via: MobileMarketingWatch
Roamware, although making no formal announcements at MWC thus far, divulged its plans in regards to mobile payments and mobile finance in general in an interview with GoMo News today.
Roamware built its business by partnering with operators — 418 total in over 150 countries to be exact — to provide roaming solutions, but has plans to parlay its reach and knowledge into the realm of mobile payments. The largest problem facing mobile finance today is the interoperability issues between carriers, making mobile payments, for example, hard to accomplish on large scale.
Web Analytics: An Hour a Day
With its knowledge in working with carriers around the world, Roamware has plans to introduce technology that carriers can utilize to “be able to do the job themselves, and do it well.” In other words, Roamware doesn’t have plans to introduce its own solution, but will aim to provide the necessary technology to help bring everything together from an operator’s point of view.
read full story here.
Categories: 6 Mobile Advertising
Tagged: Roamware will allow money transfer through mobile phones
via: ROIRevolution
Last fall Google announced the release of the much anticipated Custom Variables in Google Analytics. Previously the only out of the box way to segment visitors on your site using custom metrics was to use the User Defined variable. While the User Defined method was useful for segmenting traffic into members vs non members, and for things like Michael’s Exact Keyword Tracking script, Analytics users requested more options, customizations, and more control. Well, Google listened.
Web Analytics: An Hour a Day
Unlike the User Defined variable, the Custom Variables allow you to determine the scope of the visitor engagement. Basically that means in addition to setting just a visitor level segment, you can also set session level segments, which will persist while the visitor is active on the site, and page level segments, which correspond to pageviews and events on the site. This allows you to get much more detailed with the information you’re gathering and storing in the custom variable. For example, you could separate different sections of the site by using the page level scope, or you could track if a visitor has completed a particular action during their session with the session level scope.
read full article here.
Categories: 5 Web Analytics
Tagged: What are custom variables in Google Analytics?
via: MobileMarketingWatch
HipLogic Brings Smartphone-Interface & Real-Time Data To Mass-Market Feature Phones
Mobile startup HipLogic, who has the simple intention of bringing smartphone-like features to simple mass-market “feature phones,” recently debuted a new downloadable app that brings a smartphone-oriented interface combined with real-time information to Windows Mobile or Symbian-based devices, for free.
HipLogic “Live,” as it’s being called, brings an iphone-like interface and content from real-time sources like Facebook and Twitter, wrapped up in a simple user-friendly, truly smartphone-like package. The interface itself creates a BlackBerry-type environment, including a variety of apps, widgets, real-time notifications and integrated search bar.
read full story here.
Categories: 6 Mobile Advertising
Tagged: Who is HipLogic?
via: Clickz
Do you often find yourself wondering, “I have money to spend. Why won’t anyone get back to me?”
For those of us trying to assemble online media plans and execute campaigns, when we finally get that rare good rep, we feel like breaking into song.
Unfortunately, according to the survey I’ve been running, most people on the buying end aren’t happy campers. Eighty-seven percent of my respondents are dissatisfied with the online media reps they contact to buy advertising — over 50 percent of the time.
What are today’s online media buyers unhappy about?
Sixty-four percent of buyers who contact sites they have no previous relationship with say those sites are typically slower to respond than sites with which they have a previous relationship. The majority of these buyers say requests submitted to new sites go unanswered or are answered too late. Respondents say their number one source of frustration is slow response time or unmet deadlines when they’re trying to put together online media plans.
read full story here.
Categories: 4 Too many planning tools?
Tagged: Do Online Media Planners like sales reps?
What is Digital Share of Voice in the Marketplace?
One insight I think is very helpful and should be included in all Media/Website Dashboards is what I call ‘digital share of voice’. Since we as marketers do not know how much our competitors are spending online (Search & Display advertising), one method that can shed some light is pulling traffic data from Compete.com. Compete is a powerful tool that can show you traffic and engagement metrics for practically any website. It does a variety of things like analyzing competitor keywords, identify site for affiliate and SEO link building, and helps uncover sources of traffic and more.
So back to online share of voice in the market, what I like to do for my clients is not only compare unique visitor data to competitors (as shown in the example above using Heineken and other beers), but get an idea of how effective and how much budget my competitors are spending in the online advertising space. By simply pulling unique visitor traffic, we can then compare the percentage of ‘online share of voice’
of your client’s brand to its competitors. As you can see from the example above, Heineken was clearly kicking butt in May and June as it had the largest percentage of digital traffic. Corona likely ran some sort of online marketing campaign in August or just spent a huge load of money in paid search. Looking at October and November, Budlight.com seems to be taking over 1st place as it is now ahead of Heineken in terms of internet share of voice.
Okay, this is cool, but what more is this telling us?
Well for one thing, if your clients think they can get away with spending less in digital or think that offline media is enough to generate website traffic, the digital share of voice chart is a good indicator to show if their decision making was right or wrong as we know as analysts that paid search and online display have the highest correlation with website traffic.
There is much more you can do with Compete Pro, especially if you would like to analyze how your competitors are using search. Feel free to also download my free tutorials on how to use data analysis to forecast online conversions, calculate target rate points for digital, optimize beyond CTR, CPC, & CPA and more.
Eric Melchor
Categories: 2 Online Marketing Analyst Tips
Tagged: How to track Digital Share of Voice in the Marketplace, internet share of voice, online share of voice
via: Mobile Marketing Watch
Augmented Reality Steadily Mystifying Consumers In Marketing Campaigns
Augmented Reality (AR) is a buzz word you’ll likely hear more and more in regards to mobile marketing these days, and for good reason. The concept holds the all-to-important “wow factor” needed to engage consumers in an entirely new way, and keep them coming back over and over again.
Esquire magazine recently debuted an interactive AR issue of its magazine chocked full of engaging elements made possible by downloading a small piece of software and holding the magazine up to your webcam- see a video of the issue in action here. Similarly, GE implemented AR into an awareness campaign a while back to show its potential and to improve awareness of its “green planet” agenda. You simply print out a page with a special image printed on it, hold it up to your webcam and watch the AR magic happen. See the video here.
read full article here.
While still in its infancy, marketing campaigns that integrate augmented reality are becoming more common everyday, and are increasingly mystifying consumers by letting them interact with various brands in a way never before available. Marketers are quickly taking note and putting the concept to good use. Accordingly, I wanted to showcase some examples of marketers and brands utilizing augmented reality in really cool ways.
Categories: 9 In the News
Tagged: Examples of augmented reality
If you are looking for an automatic recurring billing system that can handle customer transactions online such as online credit card transaction processing, membership join and login, product orders and subscription renewals, customer information gathering and business intelligence reporting, then you might want to check out Paysimple. I have used them and it was fairly easy to setup email invoicing, ACH processing, and easily incorporate into one of my web pages. Most of the services out there can do these, but what I can tell you is that the customer service at Paysimple is exceptional. They respond to all my inquiries quickly and have been very helpful. Feel free to check out their services at Paysimple.com.
Categories: Uncategorized
Tagged: A good automatic recurring billing system - Paysimple
via: MobileVentureBeat
Flurry and Pinch Media to create mobile analytics powerhouse
Two analytics startups, Flurry and Pinch Media, are announcing a merger today as they try to create a mobile data analytics leader. While Flurry has been focused on e-commerce, Pinch Media was focused on ad optimization. Together the companies intend to go beyond just providing data and become a media company that offers services to developers, such as ways to mine data from users and target them with recommendations for mobile apps.
The merger will create a company with 20 employees in San Francisco and New York. When the deal closes, the combined company will be known as Flurry, and its leaders hope it will be better able to keep up with the fast-changing smartphone industry. On the analytics side, the company’s competitors will be Medialets and Mobclix.
read full article.
Categories: 6 Mobile Advertising
Tagged: Who is the leading Mobile Analytics firm?
