Monthly Archives

February 2017


JavaScript Is The New Flash; Google And Facebook Teach Publishers A Lesson

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source: AdExchanger


“In a few years, people will talk about JavaScript in the same negative connotation that the market talks about ‘cookies,’” wrote Timothy Whitfield, GroupM’s director of technical operations, in a LinkedIn note. JavaScript, like Flash before it, may be transitioning from a core digital ad tool to an internet tech zombie. This week, Gmail stopped allowing any JavaScript in email attachments, as the programming language has become a common backdoor for malicious fraudsters. “Companies that are relying solely on JavaScript for their economic future success need to be aware that they are in the next Internet Bubble.”

Third Way

Google AMP and Facebook Instant Articles have helped publishers learn key lessons on ad slots, page layouts and load times, Gannett CRO Kevin Gentzel writes in a Media Village column. Now it’s time for the news media to internalize these learnings and go direct to marketers… again. As a next step: “We, as creators of great, trusted journalism with local to national relevance, deserve to be the third meaningful choice to an advertiser’s investment online.” More.

Meet Your Maker

Facebook’s not the only platform to resist easy monetization by outside media companies. Maker Studios, which Disney paid $675 million for in 2014, did just $370 million in ad revenue last year, with YouTube accounting for $300 million of that sum, reports Sahil Patel at Digiday. That’s not chump change, but there are long-term monetization constraints undercutting the business. For one thing, Maker could only meet growth goals by adding more and more content creators, many of whom were lured with upfront guarantees that the ad revenue didn’t cover. Also, Disney doesn’t own the Maker content, so it can’t deploy that media across its many properties or for marketing purposes. More.

Sporting Competition

Not content with eating Snapchat’s lunch, Facebook is also trying to drink Twitter’s milkshake. Reuters sources say Facebook is closing in on a deal with the MLB to live-stream one game per week, less than a year after Twitter announced similar streaming arrangements with the MLB and NHL. Twitter has “established a coveted relationship with the NFL,” but Facebook can offer broadcasters a far broader, more scaled audience, which is bad news for any other online platform hoping to compete for sports rights. More.

Food Fight

Some of the world’s largest ad spenders are under pressure from investors. A bid from Kraft Heinz to acquire its business has sparked GPG giant Unilever to undergo a strategic review on behalf of investors. “The Bunsen burner has been turned up near the heels of the Unilever CEO,” a big-time investor told The Wall Street Journal. Unilever is considering a range of options, including divesting its spreads business, which is dragged down by struggling margarine brands. If Unilever ends up shaving off its entire foods business, including brands like Knorr and Hellmann’s, Kraft-Heinz may get a bite of the biz after all. More. Weeks ago, Ad Age noted Unilever’s embrace of zero-based budgeting policy for marketing and other expenses. Ouch.


NOW HIRING – Hoverboard Department Manager

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by: Darren Haygood

I have a question.  Wouldn’t we all agree that the data that’s within your CRM solution is “bad”?  I don’t know of a single dealership that would finalize their accounting statement based on the information that comes out of their CRM.

But if this is true, and if “last click” attribution is so outdated and inaccurate, then why do so many dealers still make important marketing and advertising decisions based on the sourcing information that’s within their CRM?

Before we answer this question, I think it’s important for us to first understand…

 “How did we get here?”

You’ve got to remember, CRM’s were built back in the late 90’s, early 2000’s based around classifying customers by “Type”, i.e. Walk-In, Phone-Up, Internet and “Other”.  At the time, the internet was just starting to emerge within our industry and we wanted to properly track how many “leads” we were receiving from these internet providers.  Fast forward almost 20 years, and unfortunately we’re still measuring and classifying customers this way.

Guess what folks, they’re ALL Walk-Ins!  How else would they get there? They didn’t come in on a Hoverboard!  But let’s imagine if they did…

“Ah, Mr. Smith, I see you came in on a Hoverboard.  I’ll put you down as a “Hoverboard” customer.”

And at the end of the month, your GM notices,

“Wow, we had 156 Hoverboard customers this past month!  Those things are really becoming popular.  I guess we should hire a “Hoverboard Dept. Manager”, because the needs of those hoverboard customers are different.” 

Sounds ridiculous, right?  But how many dealership’s still have an Internet Sales Department Manager?  Or an “Internet Sales” comp plan? Guess what folks, there’s NO SUCH THING as an “Internet” customer either.  They’re ALL Internet customers too! 

In 2017, there are only two (2) types of customers, Sales and Service. PERIOD. 

And once you understand that the “Type” foundation is flawed, then making ANY marketing decisions based around information contained within the “Source” report that is a subset of the “Type” breakdown, is truly flawed logic.

Now please don’t misunderstand my point.  Don’t go firing your Internet Sales Manager, or cancelling your CRM.   Your ISM is probably the best “Data Analyst” you have at the dealership.  And CRM solutions are a vital and essential tool to any successfully run dealership.  But you’ve got to utilize them for how they were intended, as a “Customer Relationship Management” solution and not a “Marketing Decision Management” tool.

Stay tuned for our ground breaking, first of it’s kind, case study, where we worked with a major publisher and a top 10 dealer group, to redefine the “Type” of customers that visit your dealership and share how to better manage and leverage the data that’s within your CRM. 

Procter & Gamble

Procter & Gamble Chief Issues Powerful Media Transparency Plan

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sources: Advertising Age, The Drum, Campaign Live

The digital advertising industry is being disrupted as more independent marketing analytics, verification and attribution technologies go to market. This disruption is being accelerated by top advertisers like Procter & Gamble who contribute to the $200B of annual advertising spend in the United States. Here are some excerpts from Procter & Gamble’s Chief Brand Officer keynote at the US IAB Annual Leadership Meeting last week:

P&G to review all agency contracts in 2017 in four-step plan to bring transparency to media supply chain.

“Marc Pritchard, Procter & Gamble’s influential global chief brand officer, has urged all parts of the marketing industry to come together to tackle media transparency in a keynote address to the US IAB Annual Leadership meeting in Florida yesterday (29 January).”

“We’re not growing enough. Despite spending an astounding $200 billion in advertising in the US, the growth rate of our collective industries is pretty anemic. Some might say we’re squandering this wonderful gift of technology. Perhaps we could chalk it up to growing pains since digital advertising is relatively new. We’ve been giving a pass to the new media in the spirit of learning – P&G included. But together we’re all spending $72 billion in digital advertising – surpassing TV. The days of giving digital a pass are over – it’s time to grow up. It’s time for action.

“We need better advertising to drive growth enabled by media transparency to drive a clean and productive media supply chain. Better advertising and media transparency are closely related. ”

“The days of giving digital a pass are over. In fact, according to the Wold Federation of Advertisers, some 90% of marketers are looking to review agency contracts in the hope it will deliver greater transparency.”

“We realize there is no sustainable advantage in a complicated, non-transparent, inefficient media supply chain. Getting to a clean, productive media supply chain is the level playing field” we all want and need.”

“We make decisions involving billions of dollars on where to invest our media money. These are big bets so we need objective, validated measurement to be sure that we’re getting the viewability, audience, reach and frequency we pay for. Regardless of how much we trust and respect the people from whom we buy media, we need an objective, impartial judge to perform the measurement.”

“So at P&G, we’re expecting every media supplier – including publishers and measurement vendors – to adopt accredited third-party verification during 2017. It’s taking some work, including technology investments, especially since there are some very legitimate data privacy issues which need to be addressed.”

“So we are now pouring over every agency contract for full transparency by the end of 2017”

“This is a matter of collective will. If we can find a way to drive cars autonomously, we can find a way to track media.”

“I had a moment of clarity,” Mr. Pritchard continued,” and replied, ‘Well, hundreds of millions of dollars may not seem like a lot to you, but it’s a lot to us. We’ve been leaning forward for the past several years. And it’s not going to stop unless you get validated, accredited third-party verification.'”

Does this Bother Anyone Else? – Facebook Posts $8.81 Billion Revenue for Q4, 2016

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source: Yahoo! Finance

Facebook (FB) is out with fourth quarter earnings and it is a beat across the board.

Here are the highlights:

Adjusted earnings per share: $1.41

Revenue: $8.81 billion

Monthly active users: 1.86 billion

Daily active users: 1.23 billion

% of ad revenue from mobile: 84%

Via Bloomberg, here’s a quick snapshot of what investors were looking for from the social media giant:

Adjusted earnings per share: $1.31

Revenue: $8.5 billion

Monthly active users: 1.84 billion

Daily active users: 1.21 billion

% of ad revenue from mobile: 85%

In after hours trade, shares of the company were up about 3%.

Here are the charts from the company with some of its key metrics:


In a note out ahead of Facebook’s report, Deutsche Bank analysts said that the tone on the company’s earnings call would matter more than the company’s results.

Last quarter, Facebook said that 2017 was be an “aggressive” investment year for the company. The company also said last quarter that its News Feed was nearly saturated with ads.

Facebook has been under fire for the role it played in the election, particularly over the spreading of fake news, and has undertaken a number of initiatives to tighten procedures on its platform, including announcing the Facebook Journalism Project in January.

Bloomberg data indicated that options markets had been anticipating a roughly 6% swing on this news, and shares of the company had risen after 7 of its previous 12 earnings announcements. Facebook’s adjusted earnings per share have now topped estimates in each of the last 13 quarters.

Myles Udland is a writer at Yahoo Finance. Follow him on Twitter @MylesUdland