Forrester Blogs › Marketing & Strategy › Marketing Leadership Professionals

Publishers Talk About Audience Targeting With AudienceScience

Posted by Shar VanBoskirk on April 27, 2010

  • 270 Recommendations
Shar VanBoskirk

Coming to you live from the AudienceScience Targeting Summit in Las Vegas, a three day event for publishers and advertising talking about changes in display media and the value of targeting for both sides of the online advertising ecosystem: buyers and sellers.  My presentation was part of the publisher day (Day one is for publishers, day two for both publishers and advertisers, and day three for advertisers alone) and spoke to the findings of a custom study I worked on for Audience Science earlier this year.  The conclusions I shared today are:

  • Online advertising has significant growth in store
  • Audience and behavioral targeting will grow further advertiser investment in display media
  • And yet, advertisers still second guess display advertising value because it is so hard to take full advantage of (I walked through a laundry list of challenges online advertisers face like media proliferation, measurement challenges, $$ shifting downstream from branding to more direct sales channels, operations inefficiencies and limited staff)
  • So publishers must be ready to help create more automated, more dynamic, more data driven advertiser solutions to help advertisers overcome the challenges with using display today.

Categories:

Live Streaming from Forrester Marketing Forum 2010 - Day Two

Posted by Christine Overby on April 23, 2010

  • 235 Recommendations
Christine Overby

Marketers shoot at lighthouses

While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.

Day Two of the Forrester Marketing Forum goes deeper into the org structure and processes needed to be adaptive. Morning keynotes from Dave Frankland of Forrester and Tom Boyles, Senior Vice President at Walt Disney Parks and Resorts, focus on the theme of “Know Thy Customer” – specifically how marketers make sense of customer data in order to deliver great experiences. Then up, it’s Josh Bernoff and Augie Ray to unveil Forrester’s new Peer Influence Analysis in the keynote “Energizing Word of Mouth through Social Media”. Afternoon track sessions and guest executive forums dive deeper into the best practices and case studies of adaptive marketing. Thanks to all of you who have Tweeted, posted pictures, and, in general, kept up a lively online conversation!

Today's Live Stream
8:30 a.m.-8:40 a.m. PST

Day Two Opening Remarks
Carlton Doty, Vice President, Research Director, Forrester
Christine Overby, Vice President, Role Manager - Interactive Marketing, Forrester

Read more

Marketing Forum Day 1 Wrap-up

Posted by Christine Overby on April 22, 2010

Christine Overby

Forrester forums always go by in a blur - so many ideas and conversations crammed into 2 short days. I'm still synthesizing, but even so, there are some key insights that I've jotted down from my seat in the speaker's gallery:

Read more

Categories:

Live Streaming from Forrester Marketing Forum 2010 - Day One

Posted by Christine Overby on April 22, 2010

  • 246 Recommendations
Christine Overby

Update: Day 1 was a great dive into the theme of Adaptive Marketing. While Day 1 live-streaming is done, we’ve archived video below so that it’s available to you post-event.

We are so excited to be in Los Angeles hosting the 4th annual Forrester Marketing Forum! This year, we have 550 attendees from various industries and roles – all here to connect and discuss how to design a flexible marketing organization that thrives on change.

Our bang-up roster of keynotes include: Pam Kaufman, CMO of Nickelodeon; Steven Sickel, SVP of Marketing at Intercontinental Hotel Groups; Tom Boyles, SVP of Marketing at Walt Disney Parks and Resorts; James Cornell, CMO of Prudential Retirement; Chris Bradshaw, CMO at Autodesk (the software firm that made the movie Avatar possible); Deborah Nelson, SVP of Marketing at HP; and Marjorie Tenzer, VP of Marketing & Communications at IBM. Below are the highlights of the speeches and the twitter stream for those of you who couldn't make the trip and for those of your monitoring from the event.

How Do You Manage Multinational Social Media Programs? We'd Like To Know!

Posted by Nate Elliott on April 22, 2010

Nate Elliott

Lately, a lot of our clients have been asking about how to manage their social media programs across more than one country. It's a real challenge: While some sites (like MySpace) have long offered solutions to help marketers direct users from different countries to the correct branded page, the current social media leaders (Facebook, YouTube and Twitter) don't seem to do this nearly as well. How, then, do you make sure that the Facebook page on which you post UK-specific content doesn't misinform your European fans? How do make sure the support community designed to help your US customers doesn't confuse your Canadian audience? Do you create multiple pages in each social network to serve all the countries in which you operate? Or do you maintain a single presence in each network, and avoid posting any country-specific material? If you offer different product lines in different countries -- or use radically different marketing strategies market by market -- it only gets more difficult.

Read more

Categories:

Peer Influence Analysis: What It Is & How Marketers Use It

Posted by Augie Ray on April 20, 2010

Recently, Forrester introduced a new way to consider influence in Social Media.  We identified a group of social media participants we call Mass Influencers.  While just 16% of the US population, Mass Influencers are responsible for 80% of the influence impressions and posts about products and services in social channels. 

Mass Influencers

As noted in the Forrester report, Tapping The Entire Online Peer Influence Pyramid and on the Forrester blog, Mass Influencers come in two flavors: 

  • Mass Connectors, who create a great number of impressions about brands and services in social networks, like Twitter and Facebook, and
  • Mass Mavens, who create and share content about products and services in other social channels such as YouTube, blogs, forums, or ratings and review sites.

The fact that a minority of social media participants represent the lion’s share of buzz about products and services is probably not at all surprising,  but what does this mean to marketers?  How can brands  develop programs that activate the potential of Mass Influencers to create awareness and consideration among their readers, friends, followers and others in social venues?  The answer comes from Peer Influence Analysis (PIA), Forrester’s new framework to analyze influence within particular markets, demographics and industries.

Read more

Categories:

Why in-stream ad frequency is rising -- and why it'll rise further

Posted by Nate Elliott on April 19, 2010

Nate Elliott

Earlier this month, Corey Kronengold at Online Video Watch was complaining about the in-stream ad load at MLB.tv. But unfortunately for Corey – and for the other two-thirds of US Internet users who now watch online video – the ad load seems likely to get heavier rather than lighter.

In the fourth quarter of 2009, my team and I spent at least 30 minutes watching video on each of 84 leading sites in the US and Europe to better understand how marketers and sites are deploying online video ads – an exercise I’ve conducted each of the past three years. What did we find? Advertising, and a lot of it. In fact, 85% of US web sites and 64% of European sites now accept in-stream ads. And we saw more advertising per online video hour than ever before. 

85% of US web sites accept in-stream video ads

Read more

Categories:

Brief Video Clip on Marketing, ROI and the Quest for Measurable Results

Posted by Augie Ray on April 19, 2010

I was included on a very interesting panel discussion a couple of weeks ago entitled, "Stories From The Frontline, Building A Social Media Business."   The event was co-sponsored by TiE and the Social Media Club SFSV and included a terrific set of people who were experienced, smart and funny: 

Rich Reader captured a quick clip of me sharing thoughts on the appropriateness of measuring ROI in Social Media.  While the panel format doesn't furnish time for an appropriate deep dive into when and how ROI might be an appropriate metric, I believe in most cases ROI is the wrong question to ask (and if you start with the wrong question, you'll get the wrong answer.)

I will be working on a report about Social Media and Marketing ROI.  Your thoughts and input are welcome and encouraged.  Please check out the 76-second clip and then let me know what you think. 

Read more

Categories:

From Chirp: Twitter, Place, and What It Means to Third-Party Developers (and the Future of Twitter)

Posted by Augie Ray on April 18, 2010

  • 223 Recommendations

Going into Chirp, Twitter's first-ever developers conference, the natives were restless.  A string of announcements--from the release of Twitter's own Blackberry app to the acquisition of development firm Atebits--had some developers wondering where Twitter was going and what it all meant to them.  While Twitter's executive team didn't answer every question, they did outline a vision for future growth with a vigorous role for third-party developers.  For me, the role Twitter sees for itself and for developers was most clearly outlined in its discussion of "place."

Twitter clearly recognizes that our location is extremely relevant data that can yield substantial value for others who use (either directly or indirectly) the Twitter information network.  It's not just about where you are at every given moment, but what you're saying and doing while you're there. 

Ryan Sarver offered a compelling example of the power of place in his discussion about the New York Times' coverage of the Fort Hood tragedy.  A reporter turned to Twitter for real-time news and information but ran into a flood of retweets and expressions of sympathy and concern.  Then he entered "near Killeen, TX" and was able to see relevant tweets from first responders, soldiers and citizen journalists in the immediate area.  At Chirp, Twitter conveyed the importance of place and how geolocation will be a vital part of the Twitter experience. 

Read more

Categories:

Promoted Tweets: What Brands Can And Can’t Do With Twitter’s New Ad Platform

Posted by Augie Ray on April 13, 2010

  • 317 Recommendations

Our little baby is all grown up.  Just 30 months ago, Twitter was flying under the radar and people interested in microblogging might very well have joined Identica, Pounce, Plurk or other lookalike services.   By early 2010, Twitter handled 50 million tweets per day and had become crucial to hundreds of brands and tens of millions of people, but it still had just one visible (and arguably modest) means of support—search engine deals with Microsoft and Yahoo.  As of today, Twitter is getting a job and earning its keep with the rollout of an ad platform. 

As it grew and became a more important communications channel, Twitter found its business model the focus of intense scrutiny; for example, when Ev Williams failed to announce an ad platform at SXSW, there was palpable disappointment among bloggers and other observers.  This week, Twitter is addressing that disappointment with the rollout of its new Promoted Tweet program, which offers some benefits to brands.  What are those benefits and what are the limitations for marketers?

Read more

Categories:

Syndicate content