Modern Media Buying and Enterprise B2B Demand Generation

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles.

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Taking the time to dive into a whitepaper or watch a webcast imposes a major time requirement. Read more of this post

Online Media Needs Innovation, Not a TV Standard

This is my opinion about the recent IAB, ANA and 4A’s principles for online measurement. If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. Otherwise, read on and share your reactions in the comments below.

The IAB, ANA and 4A’s recently outlined five measurement principles as part of Making Measurement Make Sense. The objectives, outlined below, are admirable:

  • Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment.
  • Drive industry consensus around a solution.
  • Establish a governance model to support ongoing standards development, manage change and ensure compliance.

The problem is, as someone that has spent the last ten years (gulp) in this industry, the principles and their intended impact are mostly nonsense. Read more of this post

Is Anyone Left to Click Your Ad?

Cat and Mouse

Who is Clicking Your Ad?

In 2007, 68% percent of internet users did not click banner ads in a given month. In 2009, that number increased to 84%, and only 8% of internet users represented 85% of all clicks. These results are from ComScore research.

Now Collective Media released new research showing 99% of internet users do not click ads. If your marketing plan is dependent on a click, your audience is getting smaller. A lot smaller.

Two things are particularly notable about this trend for marketers. Read more of this post

Stop Advertising and Give Them Content! [The Numbers Prove It]

We all want to get more than we give, it is simply human nature. We don’t overpay at Walmart out of the goodness of our hearts. Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return, either discounts, entertainment or information.

I could launch from here into the value of developing personas to ensure advertising is delivering value. And it is true, understanding your audience is critical. But instead, below are real results comparing an ad unit to other elements of the page.

Read more of this post

Online is 77% Less Impactful than Newspaper

This could be called a rant. And it briefly draws on basic economic theory. So unless you like rants based on forgotten college coursework, use the navigation or category links above to find another post. Otherwise, read on, and please share your thoughts below or with me on Twitter.

According to eMarketer’s Ad Dollars Still Not Following Online and Mobile Usage, on hour spent online drives 77% fewer advertising dollars than an hour spent with newspapers. Digital media proponents have been misled, believing somehow that time spent and budget should equalize. In reality, time and spend should never have been compared. Saying Online is 77% Less Impactful than Newspaper (like in this title) is just as accurate, and despite how ludicrous that statement may seem, is likely even more accurate than comparing time and budget.

Read more of this post

Three Ways Click Rates Are Killing Your Brand

Splat!Despite numerous calls for the demise of the click rate, it lives on as a standard fixture in nearly every benchmark and performance report. It lives on, its very existence reducing the effectiveness of your brand campaign.

Click rates live on for a simple reason. No other metric is (1) common across all advertisers and publishers and (2) accessible by publishers. Until an alternative performance metric can broadly be measured by those selling advertising space, click rates will remain a fixture.

The problem is, click rates hurt brand campaigns. Read more of this post

LinkedIn is the New B2B Media Powerhouse

LinkedIn announced 100 million members (with a great infographic) earlier this week and look to be on track for an IPO in the second quarter. The company is profitable, growing, and for the moment, on top of business social media networking. For B2B marketers, LinkedIn cannot be ignored.

Does LinkedIn have a defensible advantage as a B2B media player as they go into an IPO? Will the advertisers driving marketing revenue (approximately one-third of LinkedIn’s revenue) see results and continue investing?

Across multiple clients, LinkedIn has consistently performed well. One thing that has stood out is the engagement of LinkedIn traffic. Whether measuring page views per visit, time on site, or registration rate, LinkedIn has delivered above average results every time.

Here are five reasons I believe LinkedIn has performed well, and what it means for LinkedIn’s future as a B2B media powerhouse. Read more of this post

Online Advertising WILL be Regulated

Red graphite pencils leaning on stack of thick booksOnline advertising has a major perception problem. Online marketers collect reams of information about everyone, without permission, and profit by using this data to sell advertising. It doesn’t matter what data marketers actually collect and use or if individuals can control the data collection. What matters is perception has turned public opinion, and Congress, against practices in the industry.

Bolstered by reporting like What They Know from the Wall Street Journal, regulatory scrutiny is coming. Read more of this post

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