Magnetic Hits the Slopes @ Search Insider Summit

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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.

See you on the slopes!

West Coast Viewability Roadshow

SF Viewability

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:

  • ‏‪Scott Knoll from ‪@Integralads, what keeps you up at night? The above or below the fold lexicon. ‪#viewability  ‪#RTB ‪#AttributionRevolution
  • ‏‪What are the various types of fraud? Clutter, stacking and bots. 90% of fraud is coming from bots. ‪@Integralads ‪#AttributionRevolution
  • ‏‪@scrippscomm How do you make fraudulent activity less cost effective for actors commit that fraud? ‪@johnbattelle ‪#AttributionRevolution
  • ‏‪

How can industry players change attribution modeling to solve for viewability? ‪#AttributionRevolution ‪#viewability ‪#adtech ‪#SF
  • ‏‪RTB offers canvas on which to be creative again. Innovation budgets could help solve for viewability. ‪@johnbattelle ‪#AttributionRevolution
  • @JamesANGreen Final thought: We do what buyers tell us to do. We want to do what’s right. ‪#AttributionRevolution

LA Viewability

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:

  • ‏‪The ad being in view is the initial hurdle we have to get over before we have other performance convos. @joygantic #AttributionRevolution
  • ‏‪@JamesANGreen We constantly face challenge of having to measure campaign’s success on last click or last view. #AttributionRevolution
  • ‏‪For RTB to get to $8billion annual revenue we need more widespread predictive modeling for performance campaigns #AttributionRevolution
  • ‏‪Magnetic’s @JamesANGreen It’s important we’re honest about what’s happening. If we don’t admit to fraud, we won’t resolve it. #AttributionRevolution
  • ‏‪How can agencies face the music regarding fraud? How do we explain the challenges we still face in digital? #AttributionRevolution
  • @JamesANGreen If we own up to challenges now, sooner rather than later, we can proactively help clients understand how to work better.

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:


Viewability Roadshow Highlights: NYC

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:

Magnetic’s NYC Attribution Revolution 10/9/13

Viewability in RTB: The Good, The Bad & The Ugly

Viewability in RTB: The Good, The Bad & The Ugly

 

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! 

 

 

 

Brand Ad Spending to Pass Search in 2012

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.

Download the full report here >>

 



Understanding Keywords In Search Retargeting

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.


Evolution of Search: Integration Across Digital Channels

In the latest installment of “All Marketers Are Geniuses,” Magnetic CEO James Green sits down with NetPlus CEO Robin Neifield to discuss the latest trends taking place in search marketing. Robin shared with Magnetic her take on how the search experience is changing for “searchers” and how this will impact digital advertising strategies.

This recent segment, titled “Keeping up With the Searchers,” touches upon key trends revealed during the holiday planning season, including dedicated budgets for social media. According to Robin, the growing role of social media “can be a powerful conduit to resources that may supplant some pure searching activity.” Indeed, consumers are tapping into their networks to “search” for information or recommendations. Google has been an early adapter to this logic, evidenced by their recent integration of Google + in its search results. Robin points out that “integrated search results now give users more choice in the kind of content that will meet their need and drive users to a broader variety of locations.”

In addition to a variety of content, users also have a variety of search devices at their fingertips. As users move from laptop to smart phone to tablet throughout their day, how are marketers to “keep up with the searchers?”

According to Robin, “integration across digital channels is now imperative…We have to understand the entire life cycle of the consumer and their varied needs and attention at different times and in different channels.”  In addition, she asserts that data is the ‘backbone of good planning,’ emphasizing how critical it is for any good display campaign. In order to succeed in the evolving digital space, Robin contends that marketers have to be “equal parts psychologist, analyst, creative and visionary.”

Read full article here

Magnetic Launches Search Retargeting Report

As the future of digital advertising continues to develop, Magnetic today released a report titled “The Future is Now,” a market analysis that explores the changes taking place in the digital industry by specifically looking at the growth of display advertising and search.

The report, which includes insights from top digital experts and industry leaders, is the first research initiative dedicated entirely to analyzing the power of search retargeting.  In particular, it argues that the future of digital advertising ultimately lies within the combination of search data and display advertisements.  As Magnetic’s CEO, James Green, suggests “There is no more compelling time to put a display or text ad in front of someone than after they search for a specific product…the report reinforces this belief and highlights the promise of search retargeting as the vehicle for placing your brand in front of the customer at the right point in the purchase decision cycle.” The report also highlights that although search spending is expected to double by 2016, display advertising will nearly triple (reaching an estimated $27 Billion).

In addition to discussing the growth patterns of display and search, the report also covers topics such as :

  • Effect of customer demand on digital technology
  • The concept of bringing SEM beyond the search engine
  • Future opportunities and best practices for search retargeting

To read more about how display is expected to drive innovation in search and search retargeting, download the report now>>

In Digital Advertising, “Only the Smart Will Survive…”

In the most recent installment of the “All Marketers are Geniuses” series, Magnetic founder, Josh Shatkin-Margolis, sits down with the VP of Media Technology and Analytics at Fuor Digital, Josh Dreller, to further analyze and understand the current trends that taking place in the SEM sphere and digital media industry.

In this latest segment, titled “All Marketers are Geniuses: ‘Smart is In,’” both Josh and Josh address the importance of media measurement and the various ways marketers are reaching consumers through multi-channel platforms in the digital space.

As a self-described media technologist, Dreller touches on the relationship between analytics and search. According to Dreller, search and data go hand in hand. As he puts it, quite simply, “sure, anyone can load a Google AdWords campaign and bid on some keywords, but they’re not going to be successful unless they have the ability to evaluate the performance and optimize accordingly. Frankly, without the data, you’re just going to waste your money.”

The article goes on to discuss the influence of web analytics on creativity, and Dreller concludes that although data may create roadblocks for some graphic artists, it also has the ability to positively challenge these designers. As Dreller notes, “deep creativity within boundaries might actually be a much more advanced form of creativity than purely free form art – especially if you can generate the sales that a struggling business needs with thousands of jobs on the line.” Ultimately, Dreller recognizes that in order to achieve the best results, a balance must exist between data and creativity where “the decision maker takes into account what the data is telling them as well as what they think will influence their audience to take position action for their business.”

Towards the end of the article, Dreller encourages advertisers to think more holistically in terms of the way they evaluate the performance of SEM. Rather than narrowing in on the success of individual keywords, Dreller argues that consumers are continuously engaging with keywords throughout the buying process, and therefore advertisers must be aware of the entire keyword landscape.

While the article goes on to discuss topics such as hyper-targeting and the future of measurement, one of Dreller’s most memorable conclusions is his suggestion that that all marketers are true geniuses because they ultimately have no choice.  As Dreller contends, “all sizzle and no steak is out”—  only the smart will survive.

Read the full story here>>

Advertising Week 2011: The Importance of Data and Storytelling

As the eighth annual Advertising Week comes to a close, a few themes remain clear: despite the recent economic downturn, advertising dollars are flowing, media innovation is expanding, and new marketing techniques are governing the future of the industry.

In a recent Wall Street Journal article titled “Data and Storytelling Come Together at Advertising Week,” blogger Ty McMahan recaps one Ad Week session titled “Masters of Monetization.”

Interestingly, the panel itself, comprised of digital power players from companies like AT&T, Facebook and Groupon, addressed very little of actual dollars and quite a bit about the concepts of data and storytelling. In particular, the panelists argued that as multi-billion-dollar digital advertising businesses emerge almost overnight, the only way to continue such growth and remain relevant to consumers is to merge audience data with creative content.

According to these masters of monetization, an incredible amount of audience information exists that could be used effectively in terms of marketing initiatives. As McMahan writes, “the wealth of data available and the speed at which it can be analyzed and meaningfully applied is changing the advertising industry. Yet, companies who provide that type of technology face a big challenge in educating the industry on how to put that data to work to better their business.”  Thus, according to the panelists, in order to create effective campaigns, advertisers must leverage this data to learn about their audiences and ultimately drive performance.

Interestingly, however, the panel contended that technology is only half the battle. As McMahan points out, “if data will lead consumers to water…creative will make them drink.” Hence, storytelling in ad campaigns is equally as important as targeting audiences. In order for messages to be perceived and processed, creative content must be interesting and engaging.

Check out the complete article here >>