Ad Network

Which Vehicles Topped Google's Search in Brazil?

When Google released its Zeitgeist 2013, a compilation of the most googled terms of the year, the Hyundai HB20 reached the top spot for the Brazilian automotive industry. It was followed by the Chevrolet Onix and Chevrolet Prisma. The new Volkswagen Golf and the Volkswagen Beetle (locally called Fusca) rounded out the Top 5. The HB20 hatchback, the Onix and the Fusca were launched late in 2012. There is no doubt the HB20 has written its success story in Brazil’s automotive history. With 3,312......
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How Used Cars Are Hindering Mexico's Potential

Since January, Mexico has been able to import American and Canadian vehicles that are Model Year (MY) 2007 or older. Up until December, the limit was MY04 or older and in 2009, it was MY99 or older. In 2019, any used vehicle can be imported from the U.S. and Canada, regardless of its age. This is not a new problem: in 2006 and 2007, Mexico imported more used vehicles then it sold new cars. Although the imports cooled down last year, they gained strength again earlier in 2013. There was an...
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Facebook & Cars

Facebook has a big day today. I imagine many employees will thoroughly enjoy their happy hour after they leave their offices in Menlo Park and other locations. Mark Zuckerberg...he's going to certainly relish his ringing of the NASDAQ bell in New York. Third largest IPO many analysts say. Crazy. Auto folks - you're watching, right? Of course you are. New media has been emerging and in the eyes of the business community, and consumer sector, Facebook appears to have something to offer. Debate... R...
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Digital Video: Television's Friend or Foe?

Digital video is, to put it mildly, a very hot topic in the online and mobile advertising industry. Recently, moves by digital video companies have placed them in direct competition with television. Let me explain. Companies like Hulu and Netflix have created a model to view content previously reserved for larger screens, be they television or theater. YouTube, the largest video viewing service, recently broke their service into channels with original content. Two different models, both...
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The Three Benefits of Digital Video and TV

Everyone wants to figure out what effect the digital landscape is going to have on the mammoth $70B television advertising spend that occurs yearly. Already, we've seen display advertising video ad nets, like Videology, TubeMogul and Adap.TV begin to buy remnant inventory through the Real-Time Bidding (RTB) process, out of exchanges and Demand Side Platforms (DSPs). While each of their business models is different, this is a drop in the bucket compared to the total television/video inventory...Re...
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Facebook Weighs the Annoyance Threshold of Mobile Ads

Everyone's favorite social network, Facebook, is looking to diversify revenue streams. As Facebook has been more recently known to do, they're trying to be prudent around their strategy by assessing the amount of ads they can serve and limit user dissonance. It's a difficult balance because Facebook has never served mobile ads, until recently. Also, according to the Vancouver Sun, customers aren't particularly keen to mobile advertising messages on their social networks. Serving ads into this...R...
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The Year of Video: Online Advertising's Next 'Big' Thing

After doing a month and a half North American tour of just about every imaginable entity within the digital advertising ecosystem, from mobile advertisers to social media agencies and industry conferences, I have come up with this conclusion. Every year since 2006 has been "the year of mobile," but 2012 will be the "year of video." The idea that storytelling is the most important marketing trait since message clarity; mixed with higher engagement and consumer immersion; with a touch of...Read...
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Take a Picture of Your TV

Since two-thirds of smartphone and tablet owners use them while watching TV, then "take a picture of your tv" sounds like a reasonable request - potentially even an ingenious one. The process of moving eyeballs across channels to engage, entrust, and eventually encapsulate a target market in the funnel of communication could very well be the direction that digital marketing is headed. In fact the majority of tech users, at all stages of life, indicate multiple screens as complimentary...
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Audience Derived Text Targeting

I figured it would happen sooner rather than later, so I say 'finally.' Search is converging with a larger data ecosystem to strengthen both text and display advertising for advertisers and digital marketers. There isn't a whole lot of detail yet, but according to my sources, Google has code named a service "DDP" that is using their rich Google Audience Network click data with their Adwords data to serve targeted non-contextual site specific text ads.I'm assuming their running this through...Read...
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Location, Location, Location

I'm noticing that, in life, things tend to come full circle. Put another way, the pendulum will swing back to the opposite side, eventually. Whatever metaphor or analogy you want to use, some behaviors or axioms make sense and no matter what external factors temporarily change them - they always come back around. In digital marketing circles, location is re-entering the lexicon as a cornerstone of marketing strategy. There was a time in the early oughts when the big buzz was about content,...
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Do You Click Through?

One of the greatest things about online advertising is its measurability, right? Where else can a marketer get so much data to assess campaign success? After all, there are impressions, click-throughs, view-throughs, page views, time spent, and many more data points from which to derive unique formulae for determining ad effectiveness. But blessings can also be curses, and sometimes the abundance of data points can create analysis paralysis. How are marketers supposed to know which metrics...Read...
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AOL's Push for Relevance via Digital Video

Whenever I put the letters A, O and L together I get an ear tightening dial tone and unmistakable coordinated series of clicks and pops following what sounds like a loud quick-dial of random numbers. Guess what, AOL does other things than force us to access the internet through their subscription service with CD's constantly being sent to our homes. It's true they've successfully navigated through a serious downturn to become relevant with hyper-local acquisitions like Patch; tech sites like Enga...
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Changing Television Viewing Habits: What Does it Mean?

Recently, I was at MediaPost's ReVision Conference about targeted television advertising. The day was interesting and informative. We've come a long way from your old cathode ray tube TV or the little TV sitting on top of the big TV from yesteryear. I'm talking web-enabled televisions, set-top boxes synthesizing digital data, and of course, streaming television/video services online. With all of this new technology it became very apparent that television viewing habits are...
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Data in the Media Driver Seat

A colleague sent me an article, recently, titled 'Five Ways Media Data and Analytics Are Changing' written by Dave Morgan, CEO of Simulmedia. Though refreshing, it was somewhat shocking to read the CEO of a media agency being so effusive about the affect data has on his business. He offered up five main points.First, the article discusses how data analytic tools are 'bigger, better, faster and cheaper.' This trend has driven innovation up, and costs down, to the tune of 1/100th the cost at...
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The Remnant Inventory Advertising Equation

It looks complex, but actually it's really simple. Publishers have pages they want to monetize. Agencies have ads they want to place. Advertisers want their ads to be seen by the right audience. It's a trifecta of enablement!Thus, the advertising ecosystem has developed itself into a technology driven real-time bidding environment to increase the value of remnant ad inventory. Remnant (non-premium) inventory is advertising inventory that is not sold by publisher's direct sales teams. Usually...Re...
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Where You At? Proximity Marketing Hits the Web

In the last 'Where You At?' installment, we discussed the growing social networks based on geo-location technology mixed with social media sharing, and how it's changing the conversation for businesses. The latest iteration of the proximity phenomenon finds itself on the web. This is curious to me, because web users are supposedly concerned about data privacy, deleting cookies, and generally keeping their click habits to themselves.There are a number of sites and programs that blow the above...Re...
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Mobile Marketing: To App or Not to App

Since the proliferation of smartphones, people have gone application crazy. Digital marketing in the mobile space has thus become more fragmented than a candy cane shattered inside of its' cellophane wrapper. Advertisers are faced with the decision of whether or not they should take a risk and only write code for Apple's iOS application based platform, or extend it to CSS3, JavaScript, C++ and HTML5 code for multitudinous device access. It's no secret I'm not a huge fan of Apple, Steve Jobs,...Re...
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Is Retargeting Right for You?

I have to admit, I have recently become fascinated by the opportunities retargeting represents. If you're not familiar with it, retargeting is the process by which an advertiser can make your display ads (re)appear to a web surfer that has visited your online location but failed to make a purchase decision. For instance, if I visit the Reebok website and surf around - without leaving my info or making a purchase - then decide I want to read a blog, I might end up seeing a retargeted Reebok ad...
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“Independents Day” is Coming for the Automotive Aftermarket Industry

Listen-up independent repair facilities! Pontiac, Saturn, Hummer and Oldsmobile brands alone represent 15.2 million vehicles on America's roads today. Combined with the closing of many OEM locations and the consolidation of their networks to meet vehicle sales projections, you should now ask yourself, "Who's going to service and sell parts for all of these vehicles?" There is no question that consumers are keeping their cars for a longer period of time, prompting a greater need to pay for...
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Online Brand Advertising: Where Have You Been All My Life?

Last week, I attended the BlueKai Data Boot Camp, a digital marketing event in New York.  The focus was on behavioral targeting (using previous internet behavior to target relevant advertising messages to users). This field is expanding in new and exciting ways. Some companies are using social networks to find more people who “look” like the target market.  Others have figured out how to bridge offline consumer data to the internet for use in online targeting.But one thing they all had...
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