The Roundup (Oct 19-26th)
Smart thinking from the marketing community
Angel Anderson, Experience Director at CP+B, Stresses the Importance of Searchable, Shareable Social Media Content
As part of this week’s OMMA Social Data conference in LA, Experience Director at CP+B, Angel Anderson, offered advice on getting the most out of social media content by maximizing its reach.
While participating in the panel “Going Mobile: Tracking Social Activity on Mobile Devices,” Anderson addressed the need for brands to create content that ‘lives on, rather than building on a comment in a Facebook news stream.’
According to Anderson, brands need to create shareable content, rather than relying strictly on ads in a feed, and this content also needs to be optimized for search engines like Google and Yahoo in order to retain top value.
Omnicom’s Steve Katelman Tackles Ad Verification Challenges
In David Kaplan’s recent Ad Exchanger article, “Industry React: Does ‘Ad Verification’ Equal ‘Ad Effectiveness?,’” Omnicom’s Steve Katelman responded with some interesting points.
Regarding content violations, Katelman said, “In the absence of industry standards, defining a content violation is entirely subjective based on abstract settings within the tool. As such, teams are often left to identify sensitivity thresholds relative to impact on delivery and performance, rather than on objective definitions of inappropriate content.” He added that planners are often left with “little actual evidence of a violation by an otherwise reputable media partner” due to the “titanic volume” of the granular data being managed and processed.
Katelman also added: “Whereas ad verification tools are useful for general market campaigns, they are challenged when applied to niche or vertical specific use cases.”
Digitas’ Carl Fremont Discusses Holistic Sales Management at Pubmatic‘s 5th Annual Ad Revenue Conference
Carl Fremont, EVP and Media Director at Digitas, had some insight to share this week at Pubmatic‘s 5th Annual Ad Revenue Conference in New York City.
The idea of holistic sales management was a major focus at the conference. Fremont stated that programmatic buying has grown 30-40% each year, based on what he’s personally seen at Digitas, and added that he would like to see the buy and sell sides working together more and providing a greater exchange of data, especially in today’s dynamic market.