Simon Haynes Appointed UK Managing Director at Newly Independent IgnitionOne

IgnitionOne is delighted to announce that Simon Haynes has been appointed as UK managing director.

Hayne’s, who has been the managing director at Digilant Media (previously Adnetick) for almost two years, has over a decade’s experience in digital marketing and developing full spectrum digital media solutions.

“Simon brings a wealth of knowledge and experience to the role as UK managing director,” said Stephan van den Bremer, European managing director for IgnitionOne “We look forward to welcoming Simon on board and know that he’ll be a huge asset to the team as we continue to grow the business globally and provide our clients with innovative digital marketing solutions.”

You can read the full press release here.

You can read the coverage in The Drum here.

 

 

IgnitionOne’s July Digest

Thought Leadership

Has Search Lost Its Luster?
MediaPost
June 3, 2013

Roger Barnette, President of IgnitionOne, discusses the fundamental role of search in the ever-evolving world of digital marketing.

Why Bother with a Search Management Technology?
DMS.com
June 4, 2013

Michael Alex-Campbell, Sales Executive at IgnitionOne UK, explains the importance of using search management technology in order to tap into search’s full potential.

Things Not to Do in Digital
DMS.com
June 7, 2013

When used well, the Internet is a great opportunity for companies; unfortunately, it can also be a threat if not used properly. Alice Travers, Client Solutions Executive at IgnitionOne UK, explains how to make the most out of the Internet, and cautions against common mistakes.

Sabermetrics & Search Bid Management; ‘Moneyballing’ the Market
DMS.com
June 13, 2013

Will Perkins, baseball fan and Director of Client Services at IgnitionOne, highlights the similarities and differences between the use of sabermetrics in baseball and metrics used in search bid management, and explains how technology aims to take “search sabermetrics” to the next level.

Attribution: Do You Have What it Takes? A Webinar Recap
DMS.com
June 20, 2013

Attribution – understanding which media exposures contribute to a conversion – represents a sea of opportunity to marketers, yet many are wary of it. Dave Ragals, SVP of Client Services at IgnitionOne, discusses the best way to navigate attribution and urges clients to jump in and make the most of it.

IgnitionOne Releases its Q2 2013 Digital Marketing Report
DMS.com
June 26, 2013

In its report, IgnitionOne finds that search spend was up in Q2 and that the channel remains a strong performer; mobile advertising and programmatic display are promising channels for the future.

The Beta Debate
DMS.com
July 1, 2013

Denis Burba and Katherine Wrobleski, Senior Media Manager and Associate Account Manager, respectively, reflect on the key points that search marketers should consider before making the switch to beta versions of products, and urge them to proceed with caution.

IgnitionOne News and Press

Enhanced Campaigns Countdown: Rising CPC Insights & Migration Tips From iProspect
Search Engine Land
June 18, 2013

IgnitionOne Wins Bronze in Online Marketing Campaign of the Year
DMS.com
June 18, 2013

In Optimization, Service Is King
AdExchanger
June 20, 2013

Mobile Search Advertising Continues Its Ascent
Marketing Charts
June 26, 2013

IgnitionOne: Search Budgets, Clicks, Impressions Up
MediaPost
June 26, 2013

Report: Google Gains As Search Ad Spending Starts To Rebound
Forbes
June 26, 2013

Marketers Up Search Efforts For Travel Media
MediaPost
June 26, 2013

Report Finds Mobile Search Ad Spending Has Doubled Year-Over-Year
KoMarketing
June 26, 2013

FTC Directives Could Make Mobile Search More Confusing
Mobile Marketer
June 27, 2013

IgnitionOne: Mobile PPC Spend Sees Triple-Digit Growth, Retailer Spend Jumps 18% In Q2
Search Engine Land
June 27, 2013

Study: US Travel And Retail Sectors Got Aggressive With Programmatic Display In Q2
Marketing Land
June 28, 2013

Industry News

Conversion Attribution In Cross-Channel Marketing: Giving Credit Where Credit Is Due
Adotas
June 4, 2013

Until recently, many retailers only paid attention to last-click attribution; however, new research shows that, in order to account for the factors that convert a potential customer, more and more retailers are turning towards multi-channel attribution.

It’s Time To Drop The Jargon: Simplifying the Ad Tech Story
AdExchanger
June 6, 2013

While the technology behind the digital marketing industry may be complex and hard to understand, the industry’s image does not have to be. Confusion due to complicated jargon is hurting the ad tech industry as a whole.

The Changing Digital Marketing Landscape
DMNews
June 10, 2013

New research shows that the digital marketing landscape is growing at a more rapid pace than ever; as the number of ways to reach potential clients increases, so too do content marketing capabilities. All that’s left to do is to wait for attribution to keep up.

CMOs Lack Knowledge to Measure Customer Experience
MediaPost
June 20, 2013

A new study shows that CMOs today are increasingly responsible for fostering the relationship between brand and customer; however, with few ways to measure consumer experience, marketers remain in the dark about how effective they are.

DAA Bashes New Cookie-Blocking Initiative
MediaPost
June 20, 2013

As public opinion of cookies becomes ever more negative, institutions like Mozilla Firefox and Stanford University’s Center for Internet and Society have pursued cookie-blocking initiatives, drawing criticism from digital advertisers.

Campaign ROI Is No Longer Enough
DMNews
June 20, 2013

More is more when it comes to the data that marketers turn to when facing decisions. Turning data into knowledge requires more than simple ROI; a variety of metrics should be used.

Big U.S. Advertisers Boost 2012 Spending By Slim 2.8% With a Lift From Tech
AdAge
June 23, 2013

AdAge’s annual list of the 100 Leading National Advertisers likens trends in advertising budgets to the American economy; both hurt by recent declines, the advertising budget of most major companies and the American economy is growing at a slow but steady pace – spurred largely by growth in the digital sector.

Search

What Does a Bing-Powered Siri Mean for Google?
All Things D
June 11, 2013

Apple recently said that Bing would replace Google as Siri’s default search engine for the upcoming iOS 7. A look at the changing relationship between Apple and Google, and what it means for SEO marketers.

SEO Into 2004: The Irreversible Changes in Google’s Products
Search Engine Watch
June 13, 2013

As Google’s product updates mark the evolution of search from a simple look up tool to a platform for exploration and discovery, SEO marketers need to consider the implications that such a shift will have on their own performance.

Google Enhanced Campaigns Increase Cost per Click
MediaPost
June 18, 2013

Google’s shift to AdWords Enhanced Campaigns is may not be good news for advertisers, a new study shows.

Reach Millennials via Search, Social, Mobile
MediaPost
June 20, 2013

New research shows that though Millenials are considered to be the most social generation. They rely on old-fashioned search as the source of most information.

How Social Content Supports Real-Time Search Engine Marketing
MediaPost
June 24, 2013

A new study by Stanford University and Microsoft Research shows the relationship between social content and sharing, and search queries during real-time events.

Google’s Enhanced Campaigns: What We’ve Learned from Migration
Econsultancy
June 27, 2013

A look at the effects of a migration to Google’s Enhanced Campaigns, and how marketers can benefit from making the switch sooner rather than later.

Display

Will Need for Transparency Drive Ad Networks Out Of Business?
MediaPost
June 6, 2013

A look at the pros and cons of contemporary DMPs and DSPs versus traditional ad networks.

When Will Digital Ads Finally Generate a ‘Water-Cooler Moment?’
AdAge
June 6, 2013

Online advertising has become one of the most popular forms of marketing, but are online ads really that effective? In today’s connected world, it is easy to get caught up in the numbers and technology and forget the creative aspect that makes for a good online campaign.

Programmatic, Real-time and Predictive: Display is Ready for Primetime
DMNews
June 20, 2013

Display advertising has grown rapidly over the last few years and its growth is likely to continue. In the next few years, display is poised to overtake search as the main player in digital advertising.

Mobile

Web, Social, or Mobile? All of the Above
DMNews
June 4, 2013

Instead of the divide-and-conquer mentality surrounding silo’ed marketing, marketers should pursue integrated campaigns to see higher ROIs.

Mobile Marketing Isn’t About Screens or Devices, It’s About Behavior
AdAge
June 13, 2013

In the ad tech industry, mobile tends to be treated as one channel; however, the way people interact with their devices varies from screen to screen, creating a challenge for marketers who look at mobile in such general terms. In the end, it is not about the screens – it is about behavior.

Google Takes Majority of Mobile Ads, Facebook Closest Rival
MediaPost
June 13, 2013

Despite the challenges presented by mobile advertising, Google has found success, and now has the majority of the worldwide investments in mobile advertising.

Agencies and Cannes Judges Say Less Is More for Mobile
ADWEEK
June 17, 2013

New IAB study offers the best practices for an effective mobile ad. Two of the main points: brevity and creativity.

Digital Businesses Address Need for Mobile Ops, Sites
MediaPost
June 17, 2013

A new Forrester report shows how business are adapting to the emerging mobile landscape, building mobile-websites, apps, and more to target mobile users.

Portable TV: 10% of Video Views Going to Devices
MediaPost
July 1, 2013

Gone are the days of traditional television; new research shows that video is going mobile.

Social

Facebook Kills Sponsored Results
MediaPost
June 13, 2013

Out with the old and in with the new for Facebook’s advertising efforts. The company is pulling sponsored results from its pages after other ad spaces performed better.

Facebook Adds 15-Second Videos for Instagram, Brands Sign On
MediaPost
June 20, 2013

After the success of Twitter’s Vine, Facebook adds video capabilities to Instagram in a move that greatly appeals to advertisers.

Facebook’s Fight for Dominance
Digiday
June 20, 2013

Facebook’s new video capabilities on Instagram both excite and impress companies who see it as an excellent opportunity to connect with customers.

What Instagram Video Sharing Means for Advertisers
Adotas
June 21, 2013

Instagram is already a hub of opportunity for marketers; Facebook’s addition of video to the photo-sharing platform seeks to take it to the next level.

Facebook Doubles Stats for Ad Buyers
ADWEEK
June 26, 2013

Facebook is stripping some of the ad spaces that are available to marketers, and instead is giving them four new levels of data; so while marketers will see less breadth in their Facebook campaigns, they will have greater depth.

As IPO Nears, Twitter CEO Says “We Think of Revenue Like Oxygen”
Tech Crunch
June 28, 2013

Despite their upcoming $10 billion IPO – or perhaps because of it – Twitter remains grounded, CEO says, and is focusing on long-term developments over short-term.

 

Free Download –The Forrester Wave™: Bid Management Software Providers

IgnitionOne has been named a Strong Performer in the bid management software evaluation by independent research firm Forrester Research, Inc.  In The Forrester Wave™: Bid Management Software Providers, Q4 2012, Forrester researched, analyzed, and compared five companies to evaluate platforms for managing paid search media. IgnitionOne is offering a free download of the Wave here.

We believe IgnitionOne’s scores show that we go head-to-head with any other product on the market. 

Forrester Wave - IgnitionOne

IgnitionOne scored the most top ranks (5) in the categories that contributed to the current offering score, including:

– Media Support
– Conditional Bid Optimization
– Reporting
– Mobile Management

Forrester shares this about the IgnitionOne Digital Marketing Suite: Direct-response marketers and agencies will like the operational assets available through IgnitionOne. Its editable workflow is multicollaborator-friendly. It supports 11 display networks and can programmatically create mobile-device-specific ad versions

Download the Wave FREE now

Big Data: How Small Steps to Harnessing Big Data Can Lead to Big Rewards

When I started as an account coordinator three years ago, I had no knowledge or experience in digital media. Being the new guy can often be a hindrance, but my fresh perspective was actually my biggest advantage. Digital media is not the industry for those who dislike change. Change must be embraced, understood, and implemented at the quickest pace possible to stay on top of clients’ needs and run a successful business. Three years ago, I had never heard the term Big Data. Today, it is one of the more common digital media buzzwords being thrown around by marketers and advertisers alike. The implications of Big Data are large, but the rewards are even greater. The most interesting factor of it all is that most companies and experienced employees are not even trained to leverage their data.

Perhaps the most encouraging research I came upon while learning more about Big Data were the number of job opportunities that will become available in the next decade.  Having graduated college three years ago, pressure to find a job was extremely high during our economic recession.  I personally decided to pursue opportunities in the digital media industry because of the guaranteed growth in the sector. Current students or recent graduates should know it is estimated that 140,000 deep analytical positions will need to be filled to answer the questions of Big Data across several industries. Furthermore, 1.5 million data manager/analytics positions will become available and currently, demand is high and supply is low.

The first step for advertisers after data collection begins is to create models to interpret data in ways that can help influence business. Advertisers should start backwards, defining a business goal or mission, and then find data to support their hypothesis. Trying to create a new and universal platform that can answer all questions will likely be impossible without some practice in working with datasets beforehand. Digital advisors, such as IgnitionOne, can help advertisers shape the story they are looking to tell. It is the advertiser’s responsibility to request this help from their media resources so that a plan can be set forward together to answer the most important questions with the biggest implications first.

Roger Barnette, President of IgnitionOne, has stated that approaching the chaos of Big Data in the digital space is best achieved when defining goals first and getting down to user-level data. Understanding full attribution paths, how media affects engagement, and how users interact with an advertiser’s site are key focus points for IgnitionOne’s clients. In the end, our primary goal as media advisors is to deliver the best possible ads to the right consumers at the right time. Without prior data to examine, a lot of these decisions may be assumption based.

It is incredible to note that 92% of the world’s data was created in the last two years alone. For this reason, “most advertisers are sitting on top of an untapped treasure trove of audience data – they just haven’t had the tools necessary to take advantage of it.” This unharnessed data is a missed opportunity to leveraging actionable insights into increased revenue.

At IgnitionOne, we prefer to use the hard data facts, rather than anecdotal “patterns.” Our role as digital media advisors is to best service clients on their online marketing needs.  The more actionable data we have to work with and examine, the better we can do our jobs, and meet the goals that our clients count on us to achieve.

IgnitionOne Announces Management Buyout, Creating Leading Independent Marketing Technology Company

We are pleased to announce that the IgnitionOne management team has executed a management buyout of the operational businesses of IgnitionOne from its parent company, Dentsu. The newly created company will be called the IgnitionOne Group and will include both IgnitionOne and Netmining. To review the press release, please click here.

We are thrilled to have the opportunity to increase the speed and flexibility with which we can innovate IgnitionOne’s proprietary and fully integrated media optimization and marketing automation technology stack, the Digital Marketing SuiteSM (DMS) while maintaining our commitment to providing our clients with world-class service.

Our cloud-based DMS assists sophisticated marketers by driving new customers from the full spectrum of digital media channels while its Engagement Score helps to automate the tracking, scoring and optimization of users to drive incremental conversions on the marketer’s site.

As we look towards the future, we plan to continue to build on the entrepreneurial culture that got us to where we are today by delivering even more services to our clients and fueling innovation to help simplify and improve integrated digital marketing.

Visit us at www.ignitionone.com or contact us at info@ignitionone

 

 

The Beta Debate

To beta or not to beta…that is the question. It is always tempting for search marketers to load up a text ad with the latest ad extensions offered by Google or Yahoo!/Bing to command more real estate on the search engine results page (SERP), but does it pay off in the form of increased ROAS? The answer is sometimes yes, but a lot of times, no. So before you jump on the beta bandwagon, carefully consider your vertical and the KPIs to which you are managing to ensure the beta will actually help you achieve your goals.

When evaluating whether or not a client should participate in a new beta, the media team at IgnitionOne takes into account the following considerations:

  • Vertical – While it makes sense for a travel or retail client to run Google’s new image ad extensions, the beta will not be as impactful for a telecomm or banking client. Google users will be interested in seeing images of a luxury hotel or fashion house’s latest line, but not as intrigued by a stock photo man on the phone or a pile of cash. Running banal stock images will not increase CTR or any other return metrics.
  • KPI (Key Performance Indicator) – To what metric are you optimizing your client’s account? If you are lucky and the answer is simply site-traffic or awareness, then the world is your oyster (the world of betas that is.) But, if your KPI is ROAS, as it is for most advertisers, then choose your betas carefully. For example, running Google’s communication extension may encourage users to sign up for a newsletter, but it also may discourage them from actually clicking through to the site and potentially making a purchase. Another recent example of a newish product that has the potential to decrease ROAS is Yahoo RAIS Video ads. Because the video does not link through to your site, you are essentially trading potential conversions for video views.
  • Tracking & Reporting Capabilities – If the results are not “trackable”, then they do not exist. While a beta may help drive incremental revenue, if you cannot track the performance and report on it, that revenue (and your effort in setting up the beta) is wasted. For example, enabling call extensions for Yahoo|Bing! campaigns may look great in the SERP and will drive traffic to your call centers, but if your campaigns are not integrated with a call tracking technology, those conversions will be lost. Most times, your technology platform will not have built in support for betas, so you may have to set up workarounds, like dummy tracking.
  • Budget Constraints – Any budget allocated towards testing engine betas should be incremental. Never rely on a beta product, like Google’s DSA (dynamic search ads) or Yahoo|Bing’s in-stream ads to spend your core budget or drive revenue towards your overall goal. Betas should always be tested with a small incremental budget before they are launched across an entire account and expected to boost performance.
  • Client’s Level of Risk Aversion – Now I am scared of many things, including heights, public speaking and tick borne illnesses, but engine betas are not among them. However, many clients prefer to stay with the tried and true and are hesitant to enable betas before they are a proven success. For example, clients with highly particular brand guidelines tend to stay away from betas that have any type of dynamically generated ad-copy, since the predictability of how the brand will appear is low during the beta period. Other clients are not satisfied unless they are on the cutting edge of something, even if the risky behavior costs them performance. Of course, the smartest advertisers fall somewhere in the middle, but always consider your client’s risk aversion when proposing that they test an engine beta.

The bottom line for betas is to proceed with caution. Marketers should carefully consider their vertical, KPI, tracking and reporting capabilities, budget constraints and risk aversion before opting into the latest and greatest engine offering.