Category Archives: In the News

iOS Ad Blocking: Where It Is and Where It’s Going

Keith PetriBy Keith Petri
VP, Strategic Partnerships 

 

The old-aged saying holds true: “If You’re Not Paying for It; You’re the Product.” Unfortunately the general public often forgets this and in today’s digital age internet and mobile users have grown accustom to free content and apps. Publishers have significant overhead to either staff a news room and/or develop these engaging experiences – and to keep the lights on and retain their employees they must generate revenue – more specifically, ad revenue.

With over 144m active adblock users globally – nearly 70% growth y/y reported in June 2014 – adoption has scaled significantly thanks to the increased availability and ease of installation. A significant portion of the growth in 2014 was due to Google Chrome, which led adoption during the same period by almost doubling in use (source: http://blog.pagefair.com/2014/adblocking-report/).

With Facebook recently announcing Instant Articles and Apple following suit with curated content through Apple News and rumors of iOS v9 enabling adblockers by default in safari, digital publishers who have already adjusted from the massive shift from traditional print media are again pinned to creatively generate enough revenue to remain in the black. The move is strategic by the large walled gardens enforcing them, as ad units and revenue can still be generated within their own ad networks. Unfortunately, the publisher is left to fend for themselves and determine how to produce enough high quality content to drive direct visits to their own app on iOS or wholly owned website on Android – where revenue gleaned from ad units goes directly into their pockets.

Meanwhile, Google is hard at work with Twitter to create a new kind of web link and storage system that would allow articles and digital stories to load in a matter of milliseconds, attempting to remain top-of-mind with publishers who may be tempted by the proprietary platforms being rolled out by Facebook and Apple.

While Apple & Facebook are offering consumers a more streamlined, consistent, and stable browsing experience, they are minimizing the importance of publishers to the continued success of their ecosystems. Without content there is no reason to engage in either platform – and content can only be produced when we pay talented writers and editors to work.

“WTF is the Marketing Cloud?”: The Essential Guide

The landscape of marketing clouds is constantly changing and growing – with multiple technological choices, contradictory descriptions and varying claims, it isn’t hard to understand why getting into the game can be confusing.

Ultimately, your customers don’t care what kind of data management technology you use. What they do care about is having a positive experience with a brand that knows how to interact with them, an opportunity that comes from utilizing the right tools to glean the data you need.

So, what exactly are the right tools? That’s where the marketing cloud and DMP options come into play. But if this video is any indication, there’s still a lack of clarity surrounding what exactly the “marketing cloud” is:

“WTF is the Marketing Cloud” is here to answer that question and more. It’s the essential guide to a basic understanding of various DMPs, clouds and hubs. Get informed, get your questions answered, and get ahead of the game.

Download the guide here.

IgnitionOne CEO Announced as EY Entrepreneur of the Year 2015 Award Finalist

Will Margiloff, IgnitionOne CEO
Will Margiloff, CEO of IgnitionOne

EY announced that Will Margiloff, CEO of IgnitionOne, is a finalist for the EY Entrepreneur Of The Year® 2015 Award in the New York Region. This award recognizes the contribution of people who inspire others with their vision and leadership, demonstrating excellence and extraordinary success. Now in its 29th year, EY’s Entrepreneur Of The Year program has expanded to recognize business leaders in more than 145 cities in more than 60 countries throughout the world. Margiloff was selected as a finalist by a panel of independent judges, with the winners to be announced on June 16.

“When we started IgnitionOne, I knew that competing against some of the largest enterprise software companies in the world would be a difficult task, so I made it a priority to surround myself with an incredible team who work as hard as I do to deliver innovative marketing cloud solutions to our customers,” said Margiloff.

This honor is possible only because of the hard work of the entire IgnitionOne team who push relentlessly to simplify marketers’ lives and to make their clients look like rock stars.

Regional award winners are eligible for consideration for the EY Entrepreneur Of The Year National program.  Award winners in several national categories, as well as the EY Entrepreneur Of The Year National Overall Award winner, will be announced at the annual awards gala on November 14.

The official announcement can be found here.

 

IgnitionOne Wins 2015 Hubbies Award for Most Innovative Integrated Marketing Suite

IgnitionOne is excited to announce it has won the 2015 Hubbies Award for Most Innovative Integrated Marketing Suite for its Digital Marketing Suite (DMS). The Hubbies celebrate breakthrough digital campaigns and the platforms that enable them, and recognized IgnitionOne for its technology innovation, noting how the DMS helps set the standard for what marketing platforms can achieve.

Winning technologies honored by The Hubbies are bold, relevant, and demonstrably effective – measured by level of innovation, digital analytics, consumer engagement, and business impact.

“IgnitionOne was the first to introduce an integrated marketing suite in 2011, well before the ‘clouds’ rolled in,” said Will Margiloff, CEO of IgnitionOne. “We’re honored to be presented this award from The Hubbies and I congratulate our teams who have worked so hard on our technology and to help our clients succeed.”

IgnitionOne Europe made the 2015 Inc. 5000 list of the fastest-growing private companies in Europe

IgnitionOne’s European division has been placed in the Inc. 5000 list of fastest-growing private companies in Europe. The placement was made out of the Brussels office. The ranking was announced this morning. It is a prestigious honor to be placed on the list and is a recognition of being an entrepreneurial leader in the industry. You can see our place on the list here.

“Our strategy and continuous growth over the past few years have strengthened our position in the market. We consider this nomination as a confirmation that we are heading in the right direction”, said Filip Lauweres, Global Managing Director Web Personalization, Brussels.

Eric Schurenberg, President and Editor-in-Chief of Inc. Magazine: “Out of the millions of private companies operating from Greater Europe, only a few can boast of having achieved the kind of growth IgnitionOne did. As part of the inaugural Inc. 5000 Europe list, IgnitionOne in fact joins an elite group of companies.”

The Inc. 5000 Europe is an expansion of the Inc. 500 in the US, which ranks the country’s top 5000 fastest-growing private companies and also features a special ranking of the top 10% of the list as the Inc. 500. The Inc. 5000 is ranked according to percentage revenue growth over a four-year period.

Review of Forrester’s 2015 DMP Wave Update

Did you see the latest 2015 update to the Forrester Wave on Data Management Platforms (DMPs)? No? Maybe that’s because they decided to bury it inside a different piece of research. (It’s a classic case of burying the lede.) In what could be a detailed analysis of the current offerings (including their differences) in the marketplace, they instead provide a brief update focusing on similarities through the lens of measurement. We like to think of it as a handy shortlist of leading DMP options, not as detailed as a traditional Wave, but nice to have all the same.

You can see for yourself here.

DMP update critique aside, the report is one of the most thorough and well-written pieces of content to come out of Forrester in some time (and believe me, I read them all). In addition to the DMP update, you find a treasure-trove of detail on the current state of marketing measurement.

My personal takeaways:

  • Here’s something we’ve been talking about for years which Forrester now validates: Marketers all measure (at some level of sophistication), but few measure the right things. Very few marketers currently tie display and search exposure into their attribution, looking only at the views most convenient instead of those most complete. I love the concept of “measurement nirvana” introduced in the report. There’s even a quiz to self-assess you measurement maturity – helpful!

 

  • Technology has caught up (more or less), so now it seems that it’s the brands themselves stunting the growth toward marketing maturity. Culture, organization, data and technology are the four areas Forrester mentions as roadblocks to reaching full measurement potential. In other words, marketers have reason to respond with “It’s not me, it’s you” when having internal discussions. (Note that the report provides practical advice on how to break through those roadblocks to advance to the next level, which is also nice.)

 

  • There are three types of metrics that marketing leaders need to be concerned about. If they can nail those three areas, they’ll look like rock stars. But to do so, you need to measure your messaging and your media more holistically and efficiently, which requires a robust DMP solution to handle the end-to-end customer-centric view. Connect, converse, convince, convert then stay connected– each point needs to synch with data and feedback loops for relevance across devices and points of interaction in real time. (It’s already happening – are you there yet?)

 

  • Call them silos or swim lanes… the fact is that most organizations collect and measure data as if the customer journey follows a straight path. It doesn’t. People bounce all over and your internal alignment needs to support that fact.

 

  • Most shocking stat: “More than half of marketers are using deeply flawed attributive measurement — or none at all — in spite of employing multiple media buys and channels. And our most recent survey of digital marketers indicates that fewer than 10% use algorithmic attribution.”

Analysts Susan Bidel and Richard Joyce did a fantastic job in providing useful, in-depth analysis of the current state of marketing measurement, down to providing hands-on tips for the marketing leader. It’s really great stuff. Check it out.

RESOURCES:

AdAge: Get a DMP Reality Check (February 2015)

Forrester Research Inc.: “Measurement Is A Digital Media Buyer’s Best Friend” (January 26, 2015)

Gartner: Magic Quadrant for Digital Marketing Hubs (December 2014)

IgnitionOne & Netmining: The Big Book of Digital Marketing (January 2015)

Get Your Complimentary Copy of the Gartner Magic Quadrant for Digital Marketing Hubs

Recently IgnitionOne was positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner. The Magic Quadrant evaluation was based on completeness of vision and ability to execute. This report is an evaluation of technologies designed to help CMOs and digital marketing leaders who face increasing pressure for results under an increasingly fragmented environment. This is driving the need for a common, comprehensive pool of profile data, analytics and workflow resources, served by a digital marketing hub, as the report details.

“We are proud to be positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner and consider it a confirmation of the Digital Marketing Suite’s (DMS) role in simplifying the lives of marketers and driving improved results through a centralized marketing cloud that integrates data management and channel execution into a single platform,” said Will Margiloff, CEO of IgnitionOne. “We believe IgnitionOne’s placement in the Visionaries Quadrant furthest along the completeness of vision axis validates our long-held belief that adtech and martech should integrate into a single stack.”

hub image

We are excited to be able to provide you with a courtesy copy of your report by clicking here.

 

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from IgnitionOne.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

 

Top 5 Blog Posts in 2014

It’s been a great year for IgnitionOne! With our recent placement as a “Visionary” in the Magic Quadrant For Digital Marketing Hubs by Gartner, two acquisitions this year (Human Demand and Knotice), and the recent launch of DMS 3.0, we are proud to say it’s been an exciting year filled with many great memories.

Here are our top five most read blog posts in 2014:

1. IgnitionOne Announces $20 Million Series B Funding Led by SoftBank Capital

2. IgnitionOne launches Fantasy Football league for World Cup

3. IgnitionOne Earns Gold and Bronze at Golden Bridge Business Awards

4. IgnitionOne Introduces Self-Service Marketing Automation to Drive Conversations of Prospects and Customers

5. IgnitionOne Q4 Report – PLAs Take Center Stage

Whether you are a client, employee, or avid read of our blog, thank you for being part of our journey! We look forward to what 2015 has in store!

IgnitionOne Among Visionaries in Gartner’s Magic Quadrant for Digital Marketing Hubs

If data integration and personalization tactics are part of your 2015 roadmap, you’ll be interested in the latest research from Gartner, Inc. We are excited to announce that Gartner has positioned IgnitionOne among “Visionaries” in the newly released “Magic Quadrant for Digital Marketing Hubs.” The Magic Quadrant evaluation was based on completeness of vision and ability to execute.

Gartner’s report positions IgnitionOne furthest in “completeness of vision” within the Visionaries quadrant .  hub image

“We are proud to be positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner and consider it a confirmation of the Digital Marketing Suite’s (DMS) role in simplifying the lives of marketers and driving improved results through a centralized marketing cloud that integrates data management and channel execution into a single platform,” said Will Margiloff, CEO of IgnitionOne. “We believe IgnitionOne’s placement in the Visionaries Quadrant furthest along the completeness of vision axis validates our long-held belief that adtech and martech should integrate into a single stack.”

The recent release of our platform, DMS 3.0, allows marketers to better understand and segment audiences through its Data Management Platform which combines traditional database marketing capabilities with cookie-based digital profiles. Marketers are using the DMS to seamlessly activate targeted and dynamic messaging on all devices, across channels including search, display, mobile, social, email and personalized website content. At the center of the DMS is a flexible hub that provides marketers the ability to use both native and third party-solutions while storing a complete view of customer data.

On a personal note, we send warmest thanks to Andrew Frank, Jake Sorofman and Marty Kihn for their thoughtful evaluation of IgnitionOne and all the various technology solution providers in the space.

For details on the report, read more here or contact us at info@ignitionone.com

Explosive Growth in Mobile Drives Holiday Weekend Digital Spend Increase

Today we released a mid-quarter report highlighting another strong Thanksgiving weekend for digital marketing. Mobile devices represented a growth area for retail marketing, with huge increases in search spending for smartphones.

Digital marketing figures are released quarterly by IgnitionOne, as we manage more than $1.5 billion in online advertising.

Key findings in the report:

  • Mobile phones dominate US Search: Mobile continues to empower consumer engagement. Not surprisingly, mobile phones saw the largest growth among device types (including tablets) at 184% YoY.
  • Sleepy Saturday wakes up to much higher paid search activity: Last year Saturday was the only day to show negative YoY growth (-7%); however, this year reveals a much different story. While Black Friday had strong YoY growth at 77%, the retail momentum continued into Saturday, with 50% YoY growth overall.
  • Desktop search impressions drop: US paid search impressions for desktop dropped 16.2% YoY during the Thanksgiving weekend and into Cyber Monday. It may be due to a shift in shopping patterns with more people out earlier as well as the continued trend of advertisers pulling out of the Google partner network.
  • Cyber Monday growth stalls except on Mobile: Cyber Monday saw relatively low growth with respect to last year (36% compared to 60%) with the exception of mobile devices which saw 272% growth YoY.
  • Programmatic Display Grows in Spend and Effectiveness: US retail spend in programmatic display increased 43% YoY along with conversions which were up 58% as advertisers delivered fewer, more targeted and effective ads.

“Mobile devices are changing behaviors of consumers across the board and extending the promotional power of the holiday weekend,” said Roger Barnette, President of IgnitionOne. “The strong results this past weekend show the savviness of marketers to reach consumers where they are and leverage the entire weekend to drive sales through digital marketing.”

This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at http://www.ignitionone.com/thought-leadership/.