Results tagged “Twitter” from IABlog
Demand for programmatic buying in mobile has skyrocketed in 2013. At the IAB, we saw this trend unfolding and launched the Mobile Programmatic Buying Working Group, led by Joe Laszlo as staff manager and Victor Milligan of Nexage as chair, to address this rapid growth and the unique aspects of mobile programmatic. As the working group’s leaders, we co-wrote this post to outline some of the key takeaways from the group’s conversations, and share our thoughts for 2014.
While there are certainly similarities between PC and mobile programmatic, the differences warrant a working group dedicated to mobile. These differences are critical design points for publishers, exchanges, buyers, agencies, and advertisers, and include:
- Mobile’s unique and massive applications and game ecosystem
- Mobile’s data model that is built absent a universal, persistent third-party cookie
- Mobile’s unique targetable data including location (notably lat/long), mobile OS (iOS and Android), carrier, connection type, and device types.
- Mobile’s form factor and the importance of creative that is optimized for smartphones and tablets
The Mobile Programmatic Buying Working Group brings together 40 individuals at a diverse array of IAB member companies with a shared interest in how programmatic is evolving in mobile and how the IAB can help members understand and fully capitalize on programmatic.
The group’s first task was to organize the broad concept called programmatic and focus on those items important—and unique—to mobile.
Given that programmatic has come onto the digital landscape quickly and that programmatic itself describes a family of technologies, we needed to itemize and define the different programmatic markets. Aligned with the IAB Programmatic Publishers Task Force, we identified four types of marketplaces:
- Automated Guaranteed (reserved inventory at a fixed price, just transacted via an exchange, also known as programmatic reserved or guaranteed)
- Unreserved Fixed Rate (unreserved inventory at a fixed price, also known as preferred deals or first right of refusal)
- Invitation-Only Auction (unreserved inventory sold at auction, but to a select number of potential bidders, commonly referred to private marketplace or exchange); and
- Open Auction (unreserved inventory sold at auction, to any bidder, usually using real-time bidding [RTB]).
Although the world of ad exchanges (in both PC and mobile) started with a largely open auction model, other models such as various forms of invitation-only auctions like exclusive or first-look private exchanges have generated a great deal of interest from publishers and buyers alike. A recent analytics report from Nexage describes trending in programmatic and the extraordinary uptake in private exchanges, as publishers and buyers become more comfortable and adept at using private exchanges to accelerate their businesses.
The task force then began to discuss key mobile programmatic issues that will guide our work. Examples include:
- The data model: The lack of cookies in mobile has an impact across most elements of programmatic buying. Because third-party cookies are not typically available, mobile ad inventory relies on proprietary means of targeting, tracking, and accountability, which aren’t always articulated clearly to buyers. Nexage views exchanges in all their various manifestations as serving as a critical integration point between first-party data (e.g., from the publisher/network/inventory owner), brands’ CRM data, and third-party data.
- Targetable data: There are a number of data types that apply in mobile that don’t have PC analogs, including location, operating system, carrier, network connection (wifi, 3G, 4G, etc.), and even handset maker/device model. Some of the parameters, are sometimes considered complicating aspects of mobile fragmentation, but they can be better seen as methods for better targeting in an exchange setting, providing a valuable proxy for consumer demographics (e.g., iPhone users are different from Android users).
- Transparency: Ensuring that programmatic is not a black box but a clear box where transparency aids impression level decisioning is a priority. For example, latitude/longitude (lat/long) is a critical parameter for hyperlocal campaigns, but not all lat/long data are created equal. Some are GPS derived, but others are derived from zip code or post code, called centroid lat/long, which are far less precise. Some exchanges already have business controls to enable buyers to know which is which and target and price accordingly.
Across both PC and mobile, programmatic is shifting from a disruptive force to a valuable (and necessary) solution connecting ad buyers with desired ad opportunities. As we get into 2014, we have several ambitions for our working group:
- Analyze the issues related to mobile programmatic’s unique factors to help members best understand and capitalize on the opportunity.
- Provide input to the IAB’s other programmatic efforts, making sure that mobile’s unique aspects are represented.
- Continue to serve as a forum for exchanging experiences and sharing knowledge.
- Start collecting emerging good or best practices and case studies to illuminate what is working for buyers and sellers alike.
- Organize an industry town hall conversation to help disseminate our learning to marketers and agencies that need it.
It’s been an exciting year for mobile programmatic buying, and next year promises to be even more so. We’re looking forward to kicking the Mobile Programmatic Working Group into high gear, addressing challenges and ensuring continued growth for everyone.
About the Authors
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.
In the past few years, the conversation around social media has expanded from engagement, to listening and now to social planning for ‘real time.’ As eMarketer has cited, real-time marketing “…goes far beyond simply posting a timely tweet or status update… businesses are expanding their use of social analytics to do so much more.” This includes using social data for enhanced targeting and content creation. Brands are also anticipating social conversations to actively inform creative execution and media planning decisions for both digital and traditional mediums. It is clear that planning social media ‘for real-time’ has become an increasingly important part of the paid, owned and earned media equation.
To a packed and Twitter-trending house at the IAB Social Media Agency Day held in NYC yesterday, Peter Greenberger, Director of Political Advertising at Twitter, kicked off the three hour event with a talk on what brands and marketers can learn from the politicians during the 2012 Election. His talk is recapped below:
Politics & Madison Avenue: Lessons for brands from #Election2012
There is a long history of political advertising influencing Madison Avenue. The earliest brand television commercials borrowed from pioneering political consultants. In more recent years, McCain 2000 proved the Internet could be used to fundraise; the 2004 Howard Dean campaign introduced blogs and Meetups to mainstream America; and the 2008 Obama campaign nudged social networking forward.
In 2012, Twitter drove the narrative of the presidential campaign. It allowed millions of citizens to participate in the political conversation and enabled the campaigns to engage voters more directly than ever before. One of the more exciting discoveries from the 2012 election (kicked off with Romney’s now famous “Big Bird” debate comment) is the way brand marketers have begun mimicking the real-time marketing activities developed by political advertisers. Below we’ll explore how to prepare for, and execute, successful real-time campaigns - and explain how real-time marketing (RTM) came of age during the first #TwitterElection.
Prepare for real-time
Being real-time is not easy. The campaigns can provide valuable lessons to brands on how to prepare for and capitalize on real-time opportunities.
1. Listen to the community by monitoring Twitter conversations.
Before you can join or influence a conversation, you must take some time to listen. Both campaigns monitored chatter on Twitter to determine how their paid TV spots were resonating with the intended audience and also as an early warning system for potentially negative memes. The Romney campaign watched the Hilary Rosen comment on CNN about Ann Romney’s work experience explode on Twitter and capitalized on the moment by having Mrs. Romney launch her own Twitter handle to join the discussion.
2. Build your community by growing your followers in a targeted way.
The campaigns created customized handles for specific audiences and goals. For example, the Obama campaign set up different handles geared towards students (@Students4Obama), Latinos (@LatinosforObama) and voters in key states such as Ohio (@OFA_OH). The campaigns tweeted out exclusive content including behind the scenes photos, contests and offers to build a loyal following on Twitter.
We will finish what we started because of you. twitter.com/Students4Obama…— Students for Obama (@Students4Obama) November 7, 2012
3. Engage the community with compelling content and real-time interaction.
Twitter is an engagement platform and both campaigns created compelling content in real-time to encourage users to respond. They prepared Tweets and calls to action before convention speeches, debate nights and leading up to Election Day. They asked for feedback using planned hashtags (#dontdoublemyrates and #40dollars), encouraged Retweets to show support and jumped on trending news and current events.
Taxes will go up for 160 million Americans by the end of this month if Congress doesn’t act. What does #40dollars a paycheck mean to you?— Barack Obama (@BarackObama) February 14, 2012
4. Move the community with effective persuasion and clear calls to action.
Ultimately, you have to move votes to win an election and the campaigns used Twitter as a powerful persuasion and Get-Out-the-Vote tool. @GOP tweeted videos with their party’s closing message on Election Day (“watch this before you vote!”); the Obama campaign urged voters to #StayInLine with Promoted Tweets targeted to mobile devices in key states experiencing long lines at the polls. And the Obama campaign specifically used Twitter to drive registration and early votes in key states.
Please WATCH this Video Before You Cast Your Vote: youtube.com/watch?v=pI5qjA…— RNC (@GOP) November 3, 2012
Nevada, pass it on: Polls close at 7pm PT. You can vote as long as you’re in line before then. #StayInLine— Barack Obama (@BarackObama) November 7, 2012
Colorado: Today’s your last chance to vote early for President Obama. Get it done now: OFA.BO/RVEsLL— Barack Obama (@BarackObama) November 2, 2012
Real-time marketing comes of age for brands
On February 3, more than halfway through Super Bowl XLVII the lights went out in the New Orleans Superdome. This unexpected moment was when the game began for Oreo and their now famous, “You Can Still Dunk in the Dark” real-time marketing response. Their agility was universally praised - and their Tweet received 16k+ Retweets.
Power out? No problem. twitter.com/Oreo/status/29…— Oreo Cookie (@Oreo) February 4, 2013
Just ten days later, another brand had a moment when Republican Senator Marco Rubio paused during his rebuttal to the President’s State of the Union address to take a drink from a bottle of Poland Spring water. Poland Spring did not respond in a timely manner and missed an opportunity to connect with an engaged audience.
(The Senator, meanwhile, continues to engage and is now using the incident to help one of his favorite charities.)
What does this mean for the advertising industry in general? In the span of just ten days (between the Super Bowl and Senator Rubio’s rebuttal) real-time marketing moved from a brilliant tactic when done well, to a glaring mistake when missed.
The lesson from the #TwitterElection is clear: If you are not reacting in real-time (and planning for real-time) you risk being left behind.
In the upcoming weeks, this blog series will provide overviews of other discussions at the “Social - Planning for Real-Time” Agency Day including ways that Travel, HBA/CPG, Sports and Auto have planned social for real-time to make their marketing dollars work harder, and is also a part of IAB Social Media Committee member initiatives such as Paid, Owned, and Earned Media Best Practices.
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B and Games. She can be reached on Twitter @susanborst.
For those who have been out of the IAB news loop, last week we held our Annual Leadership Meeting in Phoenix, Arizona. It was an intense, jam-packed few days. One of the highlights for me was that I got to be a “provocateur” in a Town Hall-style break out session we held on mobile monetization, called “Are Mobile Pennies Inevitable? The Challenge of Mobile Monetization.” Under the able moderation of Chris LaSala of Google and Cary Tilds of GroupM, participants jumped in to a lively series of discussions about the challenges facing mobile advertising today, and how we—the industry and the IAB—can contribute to solving them.
We started by enumerating and prioritizing the problems: according to a Kleiner Perkins study, mobile revenue is something like 75 cents per user as compared to $3.50 per user on desktop.
Most of the mobile problems we came up with are familiar ones:
· 1. Lack of knowledge about how to measure
· 2. Too much complexity (HTML5 v Flash, varied screen sizes, etc)
· 3. Creatives hate it: too small, too fragmented
· 4. Standardization is needed
· And so on….
But the biggest problem for investors and brands in mobile is that there’s a lot of chaos to sort through. It’s hard to figure out how to invest in mobile faster, and hard to keep on top of the landscape.
— cary tilds (@ctilds) February 25, 2013
What is Mobile?
One challenge is that we don’t even have a firm answer to “what is mobile?” And indeed, the distinction between “mobile” and “not mobile” may be fading away. Whether we separate out mobile, or how we divide up the world, depends on what we’re talking about.
From a marketing strategy perspective, there’s a compelling view that “mobile” shouldn’t be separated out, we should think in terms of at home versus office, event, retail, and other places. The tablet on the couch, the screen in the car dashboard, the smartphone in a restaurant: it’s where you are physically that defines the opportunity, not what device you happen to have. As the IAB says, mobile is really a behavior, not a device type.
Another participant advocated a hub-and-spoke framework, where mobile is not unique or disconnected from other media, but is the central device/medium for advertising, and other media (TV, outdoor, print, PC, etc) all are spokes that relate to the mobile hub.
While a marketing strategy perspective may be ready to move beyond the mobile/non-mobile dichotomy, a plumbing point of view still argues for looking at mobile as a distinct medium. There are unique, mobile-specific problems that need to be resolved before these integrated, cross-screen marketing plans are feasible. These relate to scale, approach, and currency, among other things. Technical solutions like HTML 5 will help with some aspects of the plumbing problem but there’s still a lot to do to get mobile advertising flowing easily.
Another strong theme from the Town Hall was that while standards are starting to exist (thanks, IAB!), they are not there, not deep enough, or not clear enough yet.
One of our subgroups recommended, “standardize first, and innovation follows.” Another asked if it shouldn’t be the other way around. That comment sparked the great question: “Is there a necessary trade-off between awesomeness and standardization?” The broader chicken-and-egg question is important, and it shapes the way the IAB approaches timing for mobile and other standards projects. We count on members and others in the ecosystem to let us know if we’re being premature or late to the game. And I do agree that we should strive for standards that permit, or even encourage, awesomeness.
One summary of the conversation held that mobile does not have a monetization problem, it has a measurement problem. And the measurement problem can be decomposed into two parts: a plumbing problem and a standards problem. However, we as an industry are not 100% sure on what the solution to the plumbing problem should be, and if it should cover just mobile or extend across screens/devices. And there’s not complete agreement that there should be standards yet.
A pithier summary of the conversation was: “The screen size is small. That sucks. Get over it, and learn to build mobile creative that works.”
In my mind, both of these conclusions imply time as part of the solution. Time is needed for brands and agencies to get their bearings where mobile is concerned, and it takes time for the media side of the industry to move from competitive land grab to cooperation. Any standards effort requires consensus around which aspects of mobile are just table stakes (where standardization helps everyone) versus things that are true competitive differentiators. Hopefully, via conversations like this and our ongoing standards, committee, research, and other efforts, the IAB’s Mobile Center can accelerate that process.
Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.