Tag Archives: Roger Barnette

Data + Media & the Future of the Digital Marketing Hub

Marketing leaders remain in the hot seat, with increased pressure to deliver higher ROI, better brand engagement and growth. At the same time, the marketing landscape has increased in its complexity. 

Last week, Roger Barnette, President of IgnitionOne, and Brian Deagan, Global Business Director of the DMP, hosted a webinar that detailed what  will soon become central to the future of marketing. In the webinar, Barnette and Deagan cover the utilization of user data and how to navigate the integration issues, privacy challenges and strategic efforts associated with digital marketing.

This information-intensive webinar isn’t something you will want to miss. You can watch the whole thing here.

Webinar Recap: Setting Up Your Organization for Success

“Setting Up Your Organization for Success” is the first in a series of integrated marketing webinars.

In his session, Roger Barnette, President of IgnitionOne, discusses how marketing organizations can achieve true and efficient integration by aligning teams and goals in order to drive improved results. The session discusses the importance of severing divisions between teams built around arbitrary lines and explores creative resolutions for eliminating barriers among point solution departments. Operating in silos hurts the goals of the business: functioning holistically is the most efficient way to maximize the bottom line and achieve the organization’s marketing objectives.

Roger also discusses how to align IT with the marketing team, and how centralized, data-driven decision making accompanied by flexible budget can lead to success within the business. Center Parcs, a client of IgnitionOne, is highlighted as a testament to the success of encouraging marketing teams to work together.

To learn more about the integrated marketing webinar series, click here.

Download the Integrated Marketing Playbook here.

IgnitionOne’s Industry Digest

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and company news.


IgnitionOne released the definitive Integrated Marketing Playbook last month. Download it here.

We will also be hosting a series of integrated marketing webinars. Learn more about them and register here.

IgnitionOne in the News

RTB Reprograms the Future of Ad Buying
February 4, 2013

Will Margiloff, CEO of IgnitionOne, is quoted defending the anonymity of gathering customer information for use in RTB.

Yahoo! Bing Network Takes a Bigger Slice of the Search Market Pie in 2012
February 5, 2013

This article sites an IgnitionOne report that notes that clients increased budget allocation to the Yahoo! Bing Network by 48% (compared to Google’s 12%).

Top 5 PPC Software to Improve your PPC Campaign Performance
February 7, 2013

IgnitionOne is included in a review of the top five PPC management solutions available.

Refresh on the Basics of Content Marketing
February 19, 2013

Search spending data from IgnitionOne’s Q4 2012 report is used to support the article’s argument that brands should invest further in mobile.

Will Marin’s IPO Let It Buy an Ad Server?
February 20, 2013

IgnitionOne’s high ranking in the Forrester Wave is mentioned in this article about Marin, in light if its recent IPO.

Google Takes PLAs International, Converts to Paid Model
February 21, 2013

IgnitionOne is mentioned as having the ability to support PLAs.

Social Consolidation To Change Online Marketing
February 25, 2013

Mentions IgnitionOne’s Integrated Marketing Playbook and highlights the assertions that “social and search marketing flow naturally together because brand marketers believe their companies are ‘social by design.’”

IgnitionOne Publishes ‘The Integrated Marketing Playbook’
Mobile Marketing Watch
March 1, 2013

This article discusses IgnitionOne’s Integrated Marketing Playbook.


Onsite Conversions
January/ February, 2013

Stewart Holt, Sales Director, UK, explains how online gambling companies can attract new customers and generate more business from existing ones by using conversion optimization.

Part I; Holistic Marketing & Advertising
February 1, 2013

Chris Knoch, VP Strategic Solutions at IgnitionOne covers how to combine Marketplace Ads, page posts and Facebook Exchange in creative ways to drive ROI.

How are We Doing So Far? The Opportunity in Google PLAs
February 5, 2013

Roger Barnette, President of IgnitionOne, details the initial results of PLA campaigns and highlights what they mean for marketers.

What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers
February 7, 2013

Roger Barnette, President of IgnitionOne, discusses how new modifications from Google will adversely affect marketers.

How to Combine Your Online Marketing Technologies Effectively & Efficiently
Search Engine Watch
February 22, 2013

In light of Google’s Enhanced Campaign changes, Dave Ragals, SVP Client Services at IgnitionOne, discusses the need for SEM practitioners to make sure the tools they use grow with them and highlights how integrated marketing is the first step in planning for growth and change.

How to Fix Common PPC Mistakes to Manage Successful Campaigns
February, 2013

Judy Chan, Head of Search, IgnitionOne UK, uncovers the truth behind some PPC myths in her article.

Benelux: The Brain
February 20, 2013

Dominique Rolin, Senior Team Lead at IgnitionOne EU, discusses why IgnitionOne opened an office in Belgium and why the region’s rich culture in technology provided the best opportunity for the cultivation of the business.

Blog Posts

POV: What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers
February 8, 2013

Roger Barnette, President of IgnitionOne, discusses how new modifications to Google AdWords will adversely affect marketers.

Your Digital Media is Integrated: Now What?
February 14, 2013

Will Perkins, Senior Account Manager at IgnitionOne, discusses the rapid evolution in online marketing and provides insight into how marketers can best take advantage of these shifts.

Trends in Comparison Shopping
March 5, 2013

Leslie Gzehoviak, Account Contact at IgnitionOne, discusses comparison shopping engines, and how they are ushering more non-converting retail users into the conversion path.

Industry News

Facebook Sees 23% Mobile Ad Jump in Q4 2012
January 31, 2013

Facebook announced gains in its advertising business of 41% over Q4 2011 to total $1.3 billion, or 84% of total revenue. Of that, 23% was mobile ad revenue, up from 14% the previous quarter, beating analyst expectations.

Big Data Star Wars: The CMO/CIO Wars Continue
January 31, 2013

This article predicts that tensions between CMOs and CIOs will continue to increase as CMOs struggle to explore social and web data whilst the CIOs struggle to manage a more demanding and complex IT environment.

Keeping Tabs On Consumers: Tracking The Multichannel Customer Journey
The Drum
February 4, 2013

Explores the importance of using multiple variations of attribution to understand and analyze the multi-channel consumer journey.

Here’s Why Data Impacts Everything
iMedia Connection
February 4, 2013

“Data is driving decision-making in more businesses and sectors, is critical to winning in the future of marketing and more facets of our lives are being impacted by data — mostly for good — and the onus is on each of us to understand what that really means.”

LUMA’s Terry Kawaja Says Ad Tech Consolidation – Including ‘Fails’ – Is Here. And It’s Good
February 4, 2013

Terrence Kawaja speculates on how recent deals (MediaMath, AppNexus and adBrite) all reaffirm the trend of the ad tech industry consolidating, however, even as companies merge and acquire organization, other companies are popping up and further cluttering the space.

Ecommerce Sales Topped $1 Trillion for First Time in 2012
February 5, 2013

According to new global estimates by eMarketer, B2C ecommerce sales grew 21.1% to top $1 trillion for the first time in 2012. This year, sales are predicted to grow 18.3% to $1.298 trillion. Asia-Pacific is anticipated to see faster B2C ecommerce sales growth than all other markets worldwide.

Digital Channels Reported Consuming an Average of 35% of Marketers’ Budgets
February 5, 2013

56% of in-house marketers surveyed by Econsultancy and Responsys are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. This year, 71% of companies plan to increase their digital marketing budgets by an average of 28%, compared to only 20% who expect to raise their traditional marketing budgets, by an average of 26%.

Digital Ad Spend May Surpass Traditional Media in Near Future
February 5, 2013

A new survey of ad agencies indicates that digital media may eclipse traditional advertising in the near future, with nearly one-third of respondents expecting to spend more on digital than on traditional media within the next three years.

Enhancing Adwords for a Constantly Connected World
AdWords Blog
February 6, 2013

Google announced in early February that it would be enhancing campaigns for AdWords, allowing marketers to manage their separate campaigns, reports and ad extensions in one place.

Read Roger Barnette’s, President of IgnitionOne, response to this here.

Evolution Of Display Ad Strategies For Mobile Monetization
Marketing Land
February 14, 2013

The result of mobile, shifting users from desktops to smartphones and tablets, is an overlap in search and display, leaving marketers trying to make sense of converging mobile ad platforms and what that means for driving targeted, qualified leads with limited screen real estate. In order for mobile display to become a source of mobile monetization, mobile should incorporate the key tenants of successful search ads, such as establishing secondary action strategies to drive user engagement, taking a localized approach, and targeting mobile ads based on mobile user profiles and preferences.

Agencies Better Cozy Up to Ad Tech
February 14, 2013

Smart agencies that care about future-proofing for the long haul recognize the value of having the right ad tech providers as partners involved in their plans. Chris Hansen, President of Netmining, notes that the agencies that don’t value their ad tech relationships will be left behind.

How ‘Responsive’ Does A Brand Want To Be?
February 15, 2013

A seamless customer experience is open for interpretation from brand to brand. Although brands want their aesthetics to appear universal from PC to tablet to smartphone, users respond differently to a variety of screens at different times of day.

Digital Influence: How the Internet Affects New Product Purchase Decisions
February 19, 2013

The trend of the Internet influencing consumers buying electronics, appliances, books and music, has extended to consumption categories as well. Driving this trend is social, which has been an effective soundboard to learn about issues and the identification of innovation opportunities and consumers are finding the Internet to be “just as compelling as more traditional advertising.”

Proving ROI Biggest Hurdle for Companies Investing in Mobile Marketing and Staff
February 20, 2013

68% of enterprise executives responsible for hiring marketing said they need to “prove that mobile marketing has a positive ROI” before hiring mobile marketing talent. In identifying the three biggest challenges to mobile marketing overall, these company staffers cited measurement/ROI (42%), reaching the correct audience (34%) and data security (34%) most frequently.

Yahoo Makes Over Its Homepage, In Bid for More Traffic
Fast Company
February 20, 2013

Yahoo’s new look was designed to keep visitors more engaged, encouraging them to stay longer on the site and thus be exposed to more revenue-generating advertising.


POV: What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers

(a version of this appears in MediaPost, today)

Wednesday’s announcement from Google greatly affects sophisticated advertisers. While the change will clearly drive adoption of mobile search advertising it is unfortunately at the expense of advanced marketers, such as our clients.

Being able to schedule different extensions based on time of day (for example, using phone extensions only when your call center is open) can be valuable and the concept of “smarter” ads – mobile-preferred ads, sitelinks, etc. – is nice. However, many marketers already manage this type of targeting through separate campaigns.

The notion of separate campaigns (or accounts) by device type, of course, is part of what Google is trying to cut down on. Google hopes to make it “easier” and require fewer assets to manage with one campaign for all devices and a handful of modifiers as opposed to duplicating or triplicating campaigns. It will certainly make it easier to spend more across device types – something that I’m sure Google is aiming for.

For smaller accounts and/or those with limited resources to manage paid search across devices, this has the potential to make things easier, though not necessarily as efficient from an ROAS perspective. But for larger marketing teams with the bandwidth and knowledge to manage their accounts more granularly, these changes will inhibit the control they’re used to.

These sophisticated marketers take advantage of a device type structure to easily control spend by device type or target specific transactions or returns. That will no longer be possible. Instead, marketers will need to adjust the mobile bid multiplier for each campaign. And, even then, that won’t impact spend on desktops, just on mobile. Even more troubling is that marketers won’t be able to advertise just on mobile. They’ll essentially be required to advertise on desktops even for mobile app downloads, for example, with a bid at least 1/3 of their mobile bid. We feel there will be a lot of pushback on this and Google will likely need to reexamine.

The other big change is doing away with tablets as a targetable device type. Google makes an argument for the blurring of the lines between laptops and tablets, and while we agree there’s some truth to the notion that users are finding laptops and tablets more interchangeable, there’s still quite a difference. There’s a lot of value in being able to target, bid and design for different screens. As our Q3 report showed, tablet users spent 30% more time on-site and had 20% higher Engagement Scores than PC users. This is a significant difference in behavior.

These changes will require some significant reworking of accounts, particularly for more sophisticated marketers with larger, more granular structures. The good news is none of it has to happen overnight. Google is announcing this now to make sure everyone has time to be comfortable with the new structure by Q4. Advertisers should pay very close attention to these changes and take the time to make sure they completely understand them before transitioning. That said, it’s imperative they migrate before Google does it for them. The auto-updating of legacy accounts this summer is not likely to be in anyone’s best interest.

IgnitionOne will be working with our clients over the next two months to minimize the impact and migrate to the enhanced campaign structure. We will also continue to work with Google as they roll this out and take into account the needs of their most sophisticated marketers.

From Data to Insights: Leveraging User-Level Data

Yesterday, Roger Barnette, President of IgnitionOne, hosted a webinar, “From Data to Insights: Leveraging User-Level Data.” In his session, Roger addressed how marketers face a constant influx of data from all facets of their media and advertising efforts, where additional data only drives further complexity rather than helping to create actionable insights.

Roger supplied insights and guidelines for marketers to look past the Siren’s song of Big Data to the truly actionable user-level data. He also shed light on the way consumers are interacting with marketers’ media and engaging with their website and how to then use those insights to deliver relevant and tailored messaging, optimize bidding, and deliver customized landing pages, ad creative and more.

Watch the video to learn more.