Tag Archives: Attribution

Introducing MobileAssist

We are excited to announce the release of MobileAssist, a solution that helps  track cross-device conversions, a break-through that overcomes an obstacle that has held back the true potential for mobile advertising.

Most attribution technology has focused on desktop and not mobile devices. This reliance on cookie based technology, along with mobile advertising being bought as a discrete channel, leaves marketers without a full picture of how mobile advertising is contributing to successful conversions.

MobileAssist solves this challenge by helping you identify where mobile advertising has played a part in previously unattributed conversions to offer a fuller view of the attribution and impact mobile advertising spend had on successfully completed sales or conversion.

IgnitionOne’s integrated desktop and mobile platform provides the company unique advantage to provide cross device targeting and a complete view of how spend is attributed across devices.

With these enhanced insights into their mobile spend, marketers are able to improve existing media effort, inform optimal investment levels to future campaigns and improve results across all devices.

In the case of a leading e-commerce client who was initially desktop-focused, MobileAssist proved a 10X return on ad spend on their mobile campaign by measuring conversions that occurred on their desktop website, but were influenced by mobile ad engagement.

A Sample of a MobileAssist Report
A Sample of a MobileAssist Report

“Sophisticated marketers will not settle for anything less than a clear and true picture of their customers and how different channels and devices assist each other within the conversion path,” said Will Margiloff, CEO of IgnitionOne. “MobileAssist is another way our Digital Marketing Suite delivers to marketing the tools and centralized data to make smart and effective decisions.”

Contact IgnitionOne to learn more about MobileAssist

 

What Are You Doing with Attribution?

Attribution is a hot topic. Every digital marketer talks about it. But what are you doing with attribution? Cross-channel tracking solutions, like the IgnitionOne Digital Marketing Suite platform, collect data across various online advertising channels and attribute transactions according to a pre-determined, fully customizable model. But how can you use this analysis to optimize your digital presence? First, identify which data is valuable to your company. Next, interpret the data, and last, answer this question:  How is attribution actionable for my company or client?

 Use the exposure path for budget allocation.

Determine your campaigns’ primary KPI (key performance indicator) and determine how each channel contributes to your overall goals.

Idea 1: Maximize your investment in channels that drive conversions with a single exposure. This means the consumer sees a single ad, e-mail listing or organic result, clicks and converts. These channels should be fully funded until they reach diminishing returns. For example, 32% of single exposure transactions for an IgnitionOne hotel client are driven by paid search brand terms. Our analyst team has maximized investment in brand campaigns to ensure all of the potential single exposure transactions are captured.

Idea 2: Invest heavily in channels that appear often as the last exposure in the path to conversion. In multi-exposure conversion paths, each step is important, but the last exposure “closes the sale”. For the hotel client, the last exposure is a remarketing view in 23% of multi-exposure transactions, so our display team has maximized investment in display remarketing to ensure display remarketing is not limited by budget.

Idea 3: Evaluate assist value when allocating your remaining budget. Not every channel will drive single exposure conversions or show up as the last exposure in a multi-exposure conversion path. Some channels provide value as upper-funnel tactics. For the hotel client, display prospecting is used to build awareness for promotions and events. After the awareness builds, the demand is captured through channels that drive direct conversions, like paid search brand and organic search. Allocate a portion of your budget to channels that assist conversions and build awareness.

Use latency to drive your paid search bidding strategy.

Chances are you already consider inventory and availability constraints for retail, travel and other clients, but are you factoring latency into your bidding strategy?

The first exposure usually determines the latency to conversion you can expect in a particular conversion path. When the first exposure on a conversion path is a display prospecting view, the conversion path will be longer than when the first exposure is an organic or paid search brand click.

Example: The average booking window for the hotel client is forty days, which means the average consumer books his hotel room forty days before he plans to travel. Our analysts consider the hotel’s vacancy when bidding on paid media and planning display campaigns, to limit unnecessary spend forty days before dates when the hotel is completely booked. Additionally, the team uses latency trends to further optimize. The average latency to conversion for a single exposure path is less than two days, while the average latency to conversion for a multi-exposure path is eight days. Serving display prospecting ads, which generally have a longer path to conversion, would be most effective around forty-eight days prior to high vacancy dates (forty day booking window + eight day expected latency to conversion.) Paid search brand ads often drive single exposure conversions, so bids are maximized around forty-two days prior to high vacancy dates (forty-day booking window + two day expected latency to conversion.)

Use A/B testing to optimize your media mix model.

You have probably run advertising campaigns on paid search brand and non-brand, display prospecting and remarketing, e-mail, organic and social channels. Are all of these channels right for you?

A/B testing is risky, but the payoff is worth it. The goal of A/B testing based on attribution is to reroute traffic from a less efficient channel to a more efficient channel. The risk lies in temporarily cutting off or limiting spend on a particular channel. If your hypothesis that traffic can be routed to a more efficient channel proves to be true, you should consider altering your media mix to improve overall performance.

Example: The hotel client has recently optimized their organic presence. The cost of optimizing organic is far less than the variable cost of running a robust e-mail marketing campaign. The proposed test is to stop sending e-mails for a period of time and to analyze subsequent traffic and conversion trends. If the traffic is rerouted successfully to the more efficient channel (organic search in this case), then e-mail spend will be limited in the future.

Use attribution analysis to drive actionable results. As a starting point, use exposure paths to allocate your budget, analyze latency to add another layer to your bidding strategy and do not shy away from A/B testing. The possible applications of attribution analysis are unlimited, but the real value is when you start converting big data into big results.

2014: Digital Marketers, What’s Your Word?

It’s a whole new year already. I know it’s clichéd to say it, but it seems like we just started 2013. Like it or not, it’s 2014 so let’s make the most of it.

I originally started thinking of New Year’s resolutions for digital marketers, but then I spoke to a few people who instead of personal resolutions they choose one word to focus on through the year. Maybe that word is “Appreciate” or “Patience” or “Success,” etc. I thought it was an interesting experiment that we may think about for Digital Marketers too.

Here are some great options to get you thinking:

Simplify: Whether we are talking about all of the technology marketers use every day or about the siloed data sets that don’t talk to each other, marketers face great complexity. This year choose to focus on simplicity. What would it take to bring things together and what would be the benefits?

Wisdom: We as people and as marketers often only see what’s right in front of us. It’s the old problem of not seeing the forest for the trees. Step back and get a full picture of how your efforts are working together. What is the full path your users take before converting? Are you spending your budget where it is most effective? How do you know?

Innovate: We can never improve if we rely on our old ways, accepting past results and “good enough.” This is the year to push the limits of your marketing, to test new methods, to go beyond good all the way to great. But of course it is not always easy – “If it wasn’t hard everyone would do it.” Go out and blaze new trails in 2014!

So what will be your word? Pick a good one and live by it this year. I’d love to hear what you choose. Please share here or tweet us at @ignitionone . Happy New Year!

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.

 

Attribution: Do You Have What it Takes? A Webinar Recap

 

Attribution, understanding which media exposures assist and contribute to an conversion, when done correctly, can drive valuable and actionable insights for marketers. But every day we speak with marketers who have only dipped their toes into the attribution waters. Some practice last-click while others engage in multi-channel attribution and many of whom do very little to make the information gathered actionable.

Yesterday, Dave Ragals, SVP, Client Services, hosted a webinar, “Attribution: Do You Have What it Takes?” which discussed not only the technical challenges of implementing true cross-channel attribution, but also how to overcome the political challenges associated with the task. Dave demonstrates the huge potential for marketers when they properly attribute credit and automatically optimize against those insights using client case studies and real results.

To view a recording of the webinar, click here.

Free Attribution Webinar June 19 – Sign up Today

On June 19, IgnitionOne will be hosting a webinar “Attribution: Do You Have What it Takes?” that discusses attribution and how understanding which media exposures assist and contribute to a conversion, as well as how attributing credit appropriately can drive valuable insights.

We will discuss not only the technical challenges of implementing true cross-channel attribution, but also how to overcome the political challenges. Using real-life examples, we will demonstrate the huge potential for marketers when they not only properly attribute credit, but also automatically optimize against those insights.

To register for this webinar, click here.

Savvy Marketers Drive Attribution with User Engagement Metrics

At the turn of 2011, the buzz word ‘attribution’ began to garner attention as marketers started to realise value in customised attribution modelling. Understanding the true value of individual channels in a final conversion has always been an ideal strived for.

Reliable insight data allows marketers to understand the interplay of each channel, better enabling them to influence their end goals and increase efficiencies. What’s key, however, is that they can do this by allocating budget across those channels (or channel combinations) that drive results. With this in mind, it’s easy to see the flaws in last-click: a legacy solution with no real concept of applying credit where credit’s due.

With just over half of online marketers using custom attribution (72% of which use first or last-click),I’m sometimes left scratching my head wondering what the other half are doing with all their data.The old cliché ‘knowledge is power’ seems fitting about now; there are some justifiable reasons, the biggest being politics within marketing departments (different teams for different channels) and technological limitations (particularly of larger organisations that are heavily reliant on older tools). Of those who are using some form of attribution, only a tiny proportion had any faith in a totally accurate form of modelling being available.  This is the result of the huge variables that go into assigning credit. What is the value of a social media click vs. a brand search vs. video engagement to the end conversion? Do these values change with product or category, time of day or season?

With the insights currently available it’s no wonder that once marketers begin to tackle the issue of Big Data, it presents big fears. Tools and teams are available to marketers through agencies and technology providers who work together to try to alleviate these problems by investing large amounts of time and money in statistical modelling.

Marketers, however, can approach the problem from a different angle. IgnitionOne coined the term ‘attruebution’ at a Jump event hosted by Econsultancy in 2012 when they spoke of the pioneering approach they had taken to tackle the above issues. What if you were able to assess channel engagement by assessing user behaviour online and linking that to the referring traffic source?

IgnitionOne uses standard online media metrics as well as an audience scoring algorithm to determine a prospect’s buying propensity by evaluating the past behaviours of converters and non-converters. This is a big step forward, as many technologies only consider the average 3% of converters typically seen on a website. The data is then used to evaluate the effectiveness of media interactions and provide customer-driven scientific weighting that eliminates the guess work in delivering suitable attribution profiles. With the change in focus from latency and exposure models, it provides a greater insight into the value that is generated with each media touch point.

The graph above demonstrates that although PPC renders the highest conversion rate, it also produces the least amount of user engagement. With this in mind, how valuable was this channel towards the end conversion? Highest engagement was driven by the social channels so what would be the result of reducing budget in this area to increase PPC spend?

Do you really need to attribute your data? The short answer is yes. If not now, sooner rather than later. It’s a bigger priority for certain verticals, and management teams will need to evaluate the percentage of their conversions that are the result of multi-channel interactions. From this they will have a better idea of the ROI from any media investment they make.

When you finally do decide to take the leap and move off the legacy last-click, have a real think about what you hope to achieve. By thinking outside of the box marketers can take advantage of potential insights and use this to drive their hard earned budgets into the areas that they know are producing real results. No more squabbling between internal teams about who should get what, when the data speaks for itself.

Attribution Is Where It’s At

In a session on interpreting multiple data sets at ad:tech NYC, a panel was asked “What data set or point is at the top of your wish list?” The answers were not surprising:

  • Individual psycho-behavioral information
  • TV viewer behavior and conversion
  • Attribution

Attribution was one of the hottest topics at ad:tech. Everyone acknowledges that marketers have made great strides in using attribution to fine-tune their digital advertising strategies. But the Holy Grail of accurate cross-channel, cross-platform, cross-device attribution remains elusive.

Why is attribution so important? The simplest answer is efficiency. Understanding what spurs conversion helps marketers mold their strategies for maximum ROI. There is nothing simple about attribution, however, in a world where the classic purchase funnel has become more of a maze.

Credit where credit is due

Several of the panelists at ad:tech warned of the fallibility of last-click attribution models. Generally, last-click/last-view models favor search. What marketers really need is the ability to give proportional credit to all marketing channels and to understand how cross-channel and intra-channel assists contribute to conversion. While technologies can help marketers gain insight where tracking is possible, no one has been able to address the biggest challenge of all – cross-device attribution. Until someone cracks that code, analyzing behavior across all of the devices consumers are using is more art than science.

So much media …

As the list of devices that consumers use grows, so does the list of publishers and media outlets. Today’s campaigns run across search, social, display and TV, with multiple permutations within each of those channels. So how does a marketer know what really works?

One suggestion from ad:tech panelists was to keep a good marketing calendar and make sure that calendar is shared across media planning and analytics teams. By overlaying time-based data on an up-to-date calendar comprising all elements of a campaign, marketers can get a sense of causality that the numbers alone can’t provide.

Another tip offered was to compare multiple attribution models rather than putting all stock in one methodology. In one case study presented, analysis found that by using a last-click attribution model, only two of the tested creatives were winners. When assists were considered, though, five of the creatives contributed to conversions. Especially in testing creative and placement, considering alternate attribution models can keep marketers from throwing out good creative.

Other presenters encouraged marketers to be bold and creative in their testing: “turn off your branding campaign in order to measure attribution; bring offline data into an anonymous cookie pool to sync with online data; test for causality beyond conversion; explore new data sets,” they said.

Not without challenges

Attribution is a fairly new science, so, of course, it’s still evolving and will need to continue to adapt as the landscape changes. Some of the challenges that technology companies and marketers will be trying to overcome in the near future include:

  • Four-screen attribution – Single users on multiple devices create the biggest challenge in positively identifying “what works.”
  • Audience verification and cookie management – The lack of tracking capabilities for mobile and TV prevent an accurate account of how those platforms contribute to campaign success.
  • Over-abundance of data – It would seem logical that more data is better, but that’s only true if marketers understand which data really matter and don’t get buried in an avalanche of numbers that prevents them from reaching meaningful conclusions.
  • Protecting privacy – Consumers are more wary of tracking tactics than ever, making it all that much more important for marketers to be mindful of protecting their customers’ privacy.
  • Staffing for the new world – In an environment where CMOs are projected to spend more on technology than CIOs, the need for new roles is becoming evident. Agencies and marketers will need to have someone on staff to evaluate the diversified and specialized landscape of tech providers to create the right tech stack for each client and campaign, and make sure that these disparate solution providers work together.

Attribution is guaranteed to be a focus of ad tech and data providers as they strive to create more sophisticated models and overcome technical challenges. Marketers who aren’t paying attention are missing out on one of the best ways to really understand their customers’ behavior.

IgnitionOne Industry Digest

August 2012

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and news. If there are any interesting and relevant articles that you would like to see featured in the next issue, please email Vanessa.Ralls@IgnitionOne.com

Company Highlights

US Paid Search Spend Growth Slows in Q2; Mobile Keeps Rolling
Marketing Charts
June 29, 2012

Marketing Charts uses IgnitionOne Q2 data to compile their report on paid search and mobile growth.

Marketers Continue Upward Trend in Paid Search Advertising says IgnitionOne Report
Mobile Marketing Magazine
June 29, 2012

Mobile Marketing Magazine highlights information provided by IgnitionOne that notes mobile growth and paid search statistics.

Fully Utilize Attribution in Search Marketing
DMNews
July 1, 2012

Roger Barnette’s byline encourages marketers to measure their performance through cross-channel attribution and move away from inefficient last-click.

Will Facebook Crack Mobile? IgnitionOne’s Michael Stephanblome on the Future of Social
The Drum
July 2, 2012

Q&A with Stephanblome covering his opinion on Facebook’s IPO valuation, how the company will crack mobile platforms, what he thinks will be the next big thing in social media marketing and more.

The New Millennial: Generation FB
Digital Marketing Suite
July 3, 2012

Lisa Arsenault, Head of Client Solutions for IgnitionOne, discusses how Facebook is the epicenter of a generation and makes suggestions for how marketers can appropriately advertise using the platform.

Paid Search Drives Highest AOV for Travel Industry
eConsultancy
July 10, 2012

Econsultancy uses IgnitionOne data to fuel their article on paid search and the travel industry, highlighting that paid search drives a 71% higher AOV than any other single channel.

Google Takes Mobile on Attribution Path
MediaPost
July 11, 2012

Information from IgnitionOne’s Travel and Retail Report is referenced to support this MediaPost article on attribution and analyzes the channel paths to conversions.

Paid Search Growth Slows, Mobile Spikes in Q2 2012
Search Engine Watch
July 13, 2012

IgnitionOne data is used to support claims in this article regarding paid search trends.

Seven Years In, It’s Time for Social to Grow Up
AdAge
July 16, 2012

Will Margiloff’s byline questions how marketers value social and insists that social provides better advertising opportunities and an efficient method of measuring user engagement and interaction with brands.

Paid Search Drives the Highest Value for the Travel Industry
Fourth Source
July 17, 2012

Centers on IgnitionOne data that reveals paid search is the key driver in getting customers to spend more money.

Attribution Requires Marketers to Understand Display Ad Impact
MediaPost
July 17, 2012

The IgnitionOne Travel and Retail Report’s explanation of ways to reduce conversion times simply by rearranging media in the purchase funnel is mentioned.

Where Display Fits
MediaPost
July 18, 2012

In his byline, Eric Bamberger discusses the symbiosis of display and search in the end-result of a conversion and makes an argument against last-click attribution as it typically omits the importance of display in the path to conversion.

Still Buoyed by Search Business, Google Posts 21% Revenue Growth
AdAge
July 19, 2012

Roger Barnette comments on the Google Q2 reported earnings.

Ollie Bath, Head of Client Solutions, EU for IgnitionOne, explains how understanding attribution can lead to faster conversations and higher order values
Travel Bulletin
July 20, 2012

Ollie Bath discusses how integrated campaigns are most powerful when you have a fully-attributed view of online advertising, providing insight into how digital channels work together.

PPC & SEO – How Well Do They Play Together
Digital Marketing Suite
July 26, 2012

Meghan McDonnell explores multiple studies on paid and organic search, concluding that paid media fuels overall search traffic.

James Yancey, VP of Global Strategy at IgnitionOne, on the Future of Facebook Sponsored Stories Combining Social Graph and Third-party Data
ExchangeWire
July 26, 2012

James Yancey discusses the future of Facebook Sponsored Stories combining social graph and third-party data.

What Do A BLT And Search Marketing Have In Common?
MediaPost
July 27, 2012

Roger Barnette’s byline focuses on search marketing strategies, and discusses how organic and paid search work in concert and when the two function together, CTR, conversions and profitability will increase. Search marketers must work closely with other digital media disciplines in order to garner results.

Industry Insights

Success through Testing: Don’t Forget the Scientific Method
Search Engine Watch
July 5, 2012

Similar to science, digital marketers can benefit from testing by using steps in the Scientific Method. Characterizations and experimentation show how to test and hypotheses and predictions show what to test.

Is Click-Through-Rate Still a Good Measure for Success?
MediaPost
July 10, 2012

DeShazer argues that in other digital channels, business objectives need to be clearly understood and made tangible through defined KPIs in order to gauge whether the advertising is effective or not. Can this be translated for Facebook as well?

The Ripple Effect of Following a Brand on Social Media
eMarketer
July 10, 2012

A study found that 22% of Internet users would buy a brand that a friend liked or followed on a social network. The impact of liking a brand continues to grow in significance for companies, who feel that catering to their fans on social media outlets is a method of cultivating brand advocates who will support and recommend the brand, as well as its products and services.

Search Marketing’s Influence on Mobile Commerce
MediaPost
July 12, 2012

A report was released on the influence from search engine marketing that puts US mobile commerce spending at $36 billion by 2015 and that global revenue from mobile advertising and content should reach $67 billion this year. The report indicates that search will increase advertising and commerce but that mobile marketing will also contribute. Search on mobile demonstrates immediate intent and because mobile is a personal device, recommendations and ads target the individual. Keywords in text messages, searches, photo tags, and area codes will all play a role in ad targeting and marketing, as well as the ability to push content and recommendations that will lead consumers to make more purchases on mobile devices.

The No. 1 Concern of Digital Marketers: ROI
DIGIDAY
July 17, 2012

In a survey by the Association of National Advertisers, 62% of marketers said the inability to prove ROI in new media platforms is their top concern. They expressed unease over having proper metrics to determine the right media mix of traditional and digital media and 53% said there’s a lack of understanding about digital media among key people within their organization. Further, 40% of marketers are not measuring social to business results at all.

Mobile Search to Hit $15B in 2017
MediaPost
July 18, 2012

Juniper Research issued a new forecast projecting that revenue from mobile search and discovery will nearly triple to $15 billion worldwide in five years.

How Blank Display Ads managed to Tot up Some Impressive Numbers
AdAge
July 23, 2012

Ted McConnell created an ad that offered no message and then enabled the ad to ask anyone who clicked why they did so (whether it was mistake or if they were curious). The average CTR the 500,000 impressions received was .08%, leading McDonnell to question what a click is: “Is it just an indication of a person solving a little mystery along the route of his quest? Is it an experiment? Is it a nervous tick? Or all of the above?”

Balancing Dueling Goals: Quality and Scale
MediaPost
July 23, 2012

Netmining’s Chris Hansen discusses how to effectively run an audience targeting campaign. By balancing quality, where on the page the ad appears and how well it can viewed, and scale, a marketer will likely achieve his goals.

Consumers Willing to Offer Personal Info for Better Ads
Vator
July 20, 2012

A recent survey found that consumers are happy to give their personal interests to marketers if they see a positive return. The study also found that consumers are excited by the idea of getting rid of the noise and removing irrelevant marketing messages, even if that means that they have to take a little time to rate different brands, ads, and segments.

Email and Search are Most Popular Mobile Tasks: Infographic
eConsultancy
July 24, 2012

An infographic by Deloitte that shows that more than half of the UK population (52%) now own a smartphone, while tablet penetration stands at 16%. It also indicates that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.

Trusting the Brand Enough to click on the Search Link
MediaPost
July 24, 2012

About.com released a study, revealing that consumers must trust a brand before they click on its ads. 84% of survey participants said trustworthiness has become a requirement before interacting with a brand. About.com identifies ten elements of trust. Some 99% of survey participants consider accuracy the most important element to gain consumer trust. Relevance follows with 98%; and fairness, format, transparency, and expertise tie for third at 97%. Choice and reliability are next at 95%, and awareness at 93%.

Tablets to Lead Mobile Advertising in 2014
MediaPost
July 23, 2012

A Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. They also found that 24% of tablet owners clicked on ads while using apps and 29% purchased extra content and indicated that tablets outperform smartphones across advertising, direct payment and in-app commerce.

A Timeline of Recent Facebook Ad Changes
ClickZ
July 24, 2012

A summary of news announcements regarding Facebook’s new advertising opportunities in 2012.

Why Brands must combine Paid, Owned and Earned Media
Social Chorus
July 24, 2012

The Altimeter Group published a report that states that brands do not integrate and align paid, earned and owned media, putting them at a disadvantage. In ten years, most media will encompass elements of all three. Digital, social, and influencer marketing programs are commanding larger portions of brand’s overall marketing budgets.

Facebook Tests Sponsored Results in Search Bar
ClickZ
July 24, 2012

Ads will begin to appear among organic search results in Facebook when users conduct searches for pages or places.

Display’s Future Hinges on Integration with Other Digital Channels
Marketing Pilgrim
July 25, 2012

A study by eConsultancy shows that 59% of marketers say increased integration with social media is very significant, 56% say the same for search and 50% for the personalization of online advertising. 44% of respondents are now integrating on-site content management and 37% are integrating search engine marketing.

Google Presents Strong Case for Online Political Advertisements
Search Engine Journal
July 25, 2012

An infographic that highlights facts about television, mobile, tablets and personal computers that should encourage the presidential candidates to re-evaluate their online advertising methods and strategy.

Display Isn’t Dying – It’s Just Getting Started
Adotas
July 27, 2012

The continuing discrepancy between consumer usage and ad spending in digital media, an online paradigm shift from direct response to brand advertising and the improving efficiency of online channels contribute to the argument that display advertising is only getting bigger.

Facebook is not Google
DIGIDAY
July 30, 2012

Google’s search revenue, a “once-in-a-generation business model” funded the company’s expansive efforts. But AdWords conveyed a message to VCs and entrepreneurs that the ad business was a basic engineering problem that could be solved with an algorithm. Facebook’s attempt at pioneering a new form of advertising based on social signals, in conjunction with its unproven advertising strategy, will take a long time to sort out.

IgnitionOne’s June Industry Digest

Every month, we round up some of the most relevant pieces of industry news, as well as our own company highlights, in a single, convenient place. IgnitionOne knows that the digital space moves at a rapid pace, so we aim to provide a selection of news that touches on all of the most important topics to help you fuel your digital marketing decisions.

Company Highlights

Attribution: How Organizational Structures Fit
MediaPost
April 30, 2012

Roger Barnette, President of IgnitionOne, discusses that marketers are being kept from gaining an integrated marketing channel and capitalizing on attribution.

Attribution: IgnitionOne Gives Marketers Another View
MediaPost
April 30, 2012

An in-depth overview of new Digital Marketing Suite functions that allows marketers to compare multiple attribution profiles from the Analytics section of the tool.

The Engagement Yardstick: What Should Marketers Look for From Online Measurement Tools?
The Drum
May 1, 2012

Ollie Bath, Head of Client Solutions for IgnitionOne UK, discusses the benefits of Engagement Optimization in his byline.

Take Attribution for a Test-Drive Using a Secondary Profile
MediaPost
May 10, 2012

Dave Ragals discusses the benefits of attribution and covers examples of areas to test, such as partial credit, exposure sequence/ latency, look-back and weighting.

DataPop Creative Ad Platform Driving 40% Average Increases in Sales for Marketers’ Online Ads
MarketWire
May 10, 2012

IgnitionOne offers praise to DataPop’s creative optimization solution as bringing a unique set of capabilities to our customer base.

Attribution Challenges Business Objectives
Search Engine Watch
May 10, 2012

IgnitionOne is mentioned for having released new DMS features that enable marketers to compare multiple attribution profiles, showing credit attributable to media, such as display, search, video and social ads.

How to Turn Your Inventory Into a Valuable Commodity
MediaPost
May 10, 2012

Makes mention of IgnitionOne’s Q3 2011 Report, noting a supply-and-demand imbalance in digital advertising.

Paid Search: the True All Round Performer
The Drum
May 11, 2012

IgnitionOne is noted for its attribution modeling technologies having a positive influence on search by providing insight into the wider media marketing mix, which also aids in optimizing media spend.

Google’s Motorola Deal Could Up Ad Inventory
MediaPost
May 22, 2012

Roger Barnette, President of IgnitionOne, notes that for marketers and advertisers, the closer integration between platform and device should drive scalable and innovative advertising opportunities.

The American Business Awards Announce Finalists in Marketing Category
American Business Awards
May, 2012

Extended Stay Hotels’ Integrated Online Marketing Campaign, conducted by IgnitionOne, is a finalist for the 2012 Online Marketing Campaign of Year for the American Business Awards.

Industry Insights

Predictions from the First Internet Bust and What They Tell Us about Digital Marketing Now
Fast Company
May, 2012

GM O’Connell looks back on predictions made in 2002 about how the Internet would impact people and brands. He looks back at those predictions and assesses his accuracy.

Mighty Mobile Infographic
Culture Label
May, 2012

An infographic by CultureLabel.com that explores why mobile is a channel that companies, especially ecommerce, must now make an integral part of their business.

New Online Ad Forecast: 12% Growth for 2012
MediaPost
May 1, 2012

Encouraged by the increase in smartphone and tablet usage, advertisers are beginning to embrace all mobile formats. MagnaGlobal anticipates spending on Internet media to grow by 12.2% this year.

Mobile Devices Gain as Shopping Tools
MediaPost
May 3, 2012

A Nieslen study found that 79% of US smartphone and tablet owners have used their devices for shopping related activities. Where mobile devices are preferred to locate a store, tablet owners are more likely to make purchases on their devices.

Is Your Traffic Mix Efficient?
ClickZ
May 4, 2012

Analyzing a website’s traffic mix does not convey much about your marketing efficiency. Rather, a company should consider their visitor mix as a starting point to optimize how to generate traffic, and then the underlying motivation for conversion.

Why CMOs Need to Experiment
DIGIDAY
May 8, 2012

Steven Cook, brand marketer and CMO of live-music firm Fankix.com speaks to Digiday about why the number of Facebook fans doesn’t make the brand, why brands need to experiment, and why the hunt for social media ROI is beside the point.

Shopper Marketing: Mobile Up, Daily Deals Struggling
MediaPost
May 8, 2012

Although digital has fundamentally altered the way people shop, a Forrester study finds that 17 digital tools most used in shopping are struggling to earn their share of spending, such as QR codes and daily deal sites. Dividing the tools into four different tiers, Forrester assesses technologies in their infancy, survival mode, growth phase and those having earned a place in the shopper marketing toolkit.

Marketers Still Baffled, Suspicious of Agency Trading Desks
AdAge
May 9, 2012

Digital media buying platforms are still being faced with skepticism in light of issues associated with them, including transparency, kickbacks and agency self-dealing. However, Forrester Research analyst Joanna O’Connell said they, or something like them, will ultimately become the predominant way that digital and some other media, such as addressable TV, are bought and sold.

Google, Alert: Bing Wants “to Model Every Object on the Planet,” Reinvent Search
Fast Company
May 10, 2012

Bing believes that the approach of ranking and indexing pages is no longer sufficient and has revamped its front end in an effort to make search results more useful for users. Rather than indexing text, Bing is “trying to associate data that exists on the web in all forms with the physical object that spawned it in the first place.”

Online Sales per User Continue to Climb in North America
eMarketer
May 10, 2012

Since 2009, the average amount that US internet users spent annually shopping online has increased $100 per year, and in 2012, GroupM estimates that the average B2C ecommerce spending per user in Canada and the US will break the $1,000 threshold.

Social Media Ad Spending to Reach $9.8 Billion
ClickZ
May 15, 2012

According to BIA/Kelsey’s U.S. Local Media Forecast, social media advertising revenues in the United States will grow from $3.8 billion in 2011 to $9.8 billion in 2016, representing a compound annual growth rate of 21%.

Think Global, Act Global: How Big Brands are Taking Facebook Marketing to the Next Level
Holy Kaw
May 16, 2012

Big brands on Facebook capture a more global audience, as is evidenced by this infographic.

What’s the Biggest Myth About Online Advertising?
DIGIDAY
May 25, 2012

Digiday asked industry leaders what they felt were the biggest myths in online advertising. The results included comments on the worth of banners and clicks, apprehension of new native advertising, and questions about the relationship of digital and traditional media.

Google: Search Activity Rising Following Revamp
Wall Street Journal
May 29, 2012

Google has introduced a new feature that allows people doing web searches to see a big box of information and photos related to the queries, drawing information from sites such as Wikipedia, music and movie catalogues, and more. The semantic search revamp has enticed people to search more.