On the evening of 11.12.13, Magnetic welcomed Chicago’s top digital ad execs to Interactive Insiders for an exclusive evening of cocktails, dinner, and lively discussions at David Burke’s Primehouse. Our guests represented a diverse cross section of digital marketers in the Chicago area, all with a shared interest in the evening’s focal point, “Embracing the Dynamics of Multi-Screen Consumers.”
The expert hosts included Magnetic’s CEO, James Green, Josh Dreller from Kenshoo, and Kalyana Prattipati from Accuen. Each speaker contributed a unique view on the evening’s topic and helped incite meaningful discussions around current challenges and potential solutions. Dreller kicked off the evening with insight into the growth of multi-screen engagement, sharing proprietary research from Kenshoo on the “Three World Screen.” This sparked a lively debate regarding shopping behaviors across screens, with a particular focus on mobile devices. Prattipati then transitioned into an engaging conversation on how marketers can embrace the new multi-screen ecosystem. Green closed the evening by sharing insight on potential solutions for measurement across screens, and why marketers need attribution modeling now more than ever.
Get ready for some fun competition on the slopes at this year’s Search Insider Summit, December 2013!
Magnetic is sponsoring the first-ever ski competition Search Insider Summit (SIS) at Park City, Utah’s Deer Valley Resort December 8-11!
We welcome skiers of all levels to join us for two days of competition down Deer Valley’s famed Nastar race hill and throughout Deer Valley’s Ski Resort (#1 ski resort in North America by the readers of SKI Magazine).
We’ll film the entire competition with our own video crew and equip competitors with G0-Pro cameras to record their individual runs. Afterwards we’ll review all footage in order to award prizes to the winners across our unique and fun categories: Fastest, Best Wipeout, Best Ski Run, Best Form, Most Original Style and more! Winners will be announced at the Magnetic-sponsored SIS cocktail party on Tuesday, December 10th @ 6:30pm.
If you plan to attend this winter’s Mediapost Search Insider Summit, be sure to check back with us on more details for the competition!
Confirmed attendees for this year’s Search Insider Summit event include brand marketing executives from Unilever, IBM, Expedia, Walmart, Experian, AARP, Best Western, The Home Depot, Williams Sonoma and more.
Magnetic CEO James Green attended Chicago’s DMA2013 on Oct. 14th to moderate an expert panel focused entirely on attribution. The panel, consisting of digital ad industry experts from C3 Metrics, Google, Adometry and Adobe, represented a wide array of outlooks on current attribution models, how measurement varies depending on campaign type, viewability, and ways to make attribution actionable.
James’ panel “Attribution: Who Gets Credit for Online Purchases,” included the following speakers:
This past week Magnetic brought its famed Viewability Roadshow Series to the West Coast, landing in San Francisco and Los Angeles for back-to-back evenings of networking, cocktails, and expert insights.
Following an energetic hour of networking and cocktails at San Francisco’s Clift Hotel, guests joined a panel discussion focused on “RTB: The Good, The Bad and The Ugly.” Magnetic’s CEO James Green moderated a group of industry trailblazers, including John Battelle of Federated Media, Mark Donovan of comScore, Ian Johnson of IPG Mediabrands Audience Platform, and Scott Knoll of Integral Ad Science.
Catch up on the panel’s engaging discussion via some of the evening’s top tweets:
Following San Francisco’s event, The Viewability Roadshow traveled to its second stop in the West Coast series, arriving at Los Angeles’ SLS Hotel in Beverly Hills. Guests enjoyed evening cocktails and appetizers on the SLS’s beautiful Garden Terrace. For our expert panel, we welcomed two panelists back from our SF event (Mark from comScore and Scott from Integral), and introduced two new So-Cal additions: Autumn White (OMD) and Chris Eberle (Federated Media). The So-Cal crowd of agencies and brands weren’t shy at all when it came to participating in our panel’s discussion!
Check out highlights from LA’s Viewability panel below:
This is just the beginning of The Viewability Roadshow. This traveling panel series will hit up more cities in 2014. Stay tuned!
For a sneak peak at the panel series and discussions surrounding viewability, check out the teaser video:
Magnetic’s NYC Attribution Revolution kickstarted the Viewability Roadshow by hosting a panel of industry experts focused on Viewability in RTB: The Good, The Bad & The Ugly. Magnetic CEO James Green moderated the panel made up of ad tech’s foremost thought leaders, including top execs from Xaxis, Federated Media, Integral Ad Science, and comScore.
The panel covered a wide range of industry hot topics, evident in the event’s Twitter coverage:
Check out our Attribution Revolution sizzle reel:
Additional insights from NYC’s Viewability Panel:
Last week’s (10/9/13) Attribution Revolution event at the Gansevoort Park Ave was a huge success (check our Instagram), with a great turnout and notable press coverage. AdExchanger covered the event and even transcribed some of our panelists’ key takeaways. Here’s a snippet:
A panel covering RTB and “viewability” played to a packed room atop the Gansevoort Park Hotel in New York last night.What commenced was a (congenially heated, at times) meeting of the minds between James Green, CEO of Magnetic; Anne Hunter, SVP of global marketing strategy at comScore; Brian Gleason, managing director, North America, Xaxis; David Hahn, SVP of product management, Integral Ad Science; and Walter Knapp, COO of Federated Media Publishing. Magnetic hosted the event. According to recent figures published by eMarketer, marketers will spend some $3.34 billion on real-time bidded ads this year. With 65 million websites in the world, the ability to buy inventory programmatically “gives marketers the ability to take the guesswork” out of the equation, Gleason said. However, “understanding who the user is and what the end action we want out of that interaction is key.” To increase the performance of RTB, understanding viewable ad impressions and the inherent obstacles – from weeding out nonhuman traffic and botnets to uncovering hidden or otherwise obfuscated ad impressions – is the challenge at hand for both buyers and sellers. The wide-ranging panel, called “The Attribution Revolution 2.0,” touched on viewable ad accreditation and instating data quality measures as a buffer against fraud, among other things.
Here’s our Attribution Revolution sizzle reel, also accessible on Magnetic’s YouTube Channel:
We’re looking very forward to similarly successful events in SF and LA next week! Our event is exclusively geared towards top brand marketers and agencies, featuring cocktails, networking and hors d’oeuvre along with our expert panel presentation. Request your invite today! See you on the West Coast!
Magnetic CEO James Green was a panelist at OMMA Display this past September.
Digiday and Vizu Report: Online Brand Advertising 2012 Outlook
Consumers are migrating online at a rapid pace, and this year brand marketers are predicted to follow their lead. While online marketing budgets have traditionally been devoted to direct response advertising, a recent report from DigiDay shows that 2012 may be a year of change — brand advertising is positioned to take the lead in digital spending in 2012.
The report, which surveyed more than 450 digital marketing and media professionals, predicts that nearly 60% of digital advertising dollars will be devoted to brand advertising this year. For the first time in history, marketers could potentially spend more on brand advertising than on direct response advertising.
Brands: Projected spending increase over 2011 and allocation of 2012 budgets
Source: Digiday; Online Brand Advertising 2012 Outlook
According to Forbes contributor, Robert Hof, “the findings also come as some analysts, such as J.P. Morgan’s Doug Anmuth, also sees a shift in growth prospects from search and other direct response ads to branding or image ads.” A recent report from Forrester mirrors these predictions and expects the search market share in interactive ad spend to drop significantly in the coming years.
Search Retargeting and Brand Marketing
Despite these predictions, brand marketers and agencies are skeptical that media sellers can even reach their narrowly defined target audiences. According to Digiday’s report, “only 6 percent of brands and 16 percent of agencies surveyed said they “strongly believe” media sellers’ claims that they can reach the custom or niche audiences that brands seek.” As brand marketers explore channels for display advertising, search retargeting’s ability to target in-market ‘hand raisers’ could prove to be a useful tactic to successfully reach those ‘niche’ audiences through online advertising.
Its one thing to know what search retargeting is, but it’s another to understand how to make search retargeting work. At the heart of search retargeting are keywords (AKA – search data). In a new article on Search Engine Land, Magnetic’s Aaron Doades, Director of Product Management, analyzes keyword level targeting and how it differs from search engine marketing to display advertising.
When launching a search retargeting campaign, marketers should know how the characteristics of both search and display fit into this targeting strategy.
On one hand, keyword lists can derive from SEM campaigns. However, marketers should understand that search retargeting is an extension of SEM and keyword lists should scale beyond your search campaigns. Magnetic’s keyword generation tool helps marketers build extensive keyword lists that can be used in display. Search retargeting sits in the mid-funnel area and is designed to push consumers down the funnel. This differs from SEM terms, which are typically found very low in the consumer funnel.
In the article, Aaron uses a hypothetical example:
An SEM campaign for Best Buy might be targeting the term “Best Buy 50 inch Sony plasma TV sale.” This user is likely to convert in a small window of time, as he/she clearly knows exactly what they’re looking for and even the store they’re looking to buy from. However, if a search retargeting company were to target users who searched for this term, they’d be showing an ad to someone who has most likely already converted and would therefore be wasting ad impressions, and more importantly ad dollars.
To read Aaron’s complete article on Search Engine Land, click here.