Hooked On Technology
If you are like so many other professionals, you are always online. You may not physically be in front of your computer, but you are “online” at all times via your Blackberry, iPhone, iPad or other smartphone devices. I am one of the individuals that is always online. In fact, it was not until my honeymoon last fall that I even knew there was an option to turn off data on my Blackberry . This (arguably) good feature disabled my email – how pathetic is that!
Now, with more recent studies and media attention, the “always online” mentality is being addressed. Naturally the news is not always that positive. Recently, the New York Times started an investigative series addressing how computers are affecting us called Your Brain on Computers. The first part of the series, Hooked on Gadgets, and Paying a Mental Price is a great read.
Like many of us who are always online, there are really no vacations. However what price are we paying for the effects on family and children? I’ll leave readers to figure these questions out for themselves. For a little more perspective, read Working At Home: Family-Friendly?
Facebook Social Plugins Hits 100,000+ Sites In Under A Month!
While attending the F8 Conference last month in San Francisco, I remember sitting through the Keynote and individual breakout sessions thinking to myself, “Wow Facebook really has something big going on.” I left the conference excited by what I had heard. During Mark Zuckerberg’s demo, he showed how the Facebook social plugins would integrate into sites like CNN. Of course, right when I went back to my hotel room that night, I tried it out.
There is was, right on the CNN homepage, the activity feed. I could see not only what Facebook users were recommending or had liked, but also what my Facebook friends recommended and liked. This of course made me that much more interested to read the articles they were referring to. After all, these were my friends and we have many shared interests.
Today comes news that since F8, there are now 100,000+ sites that are using Facebook’s social plugins. This is very impressive. By the way, if you haven’t noticed, this site uses the, “like” button also, go ahead try it! Below is an except from the blog post:
More than 100,000 sites have already integrated social plugins. Across various industries, people have shown that they want to interact and share and see what their friends recommend. We are excited to report some early results that website developers have shared with us:
- News: News sites have implemented social plugins to help surface individualized content for readers, and in the process seen significant increases in daily referral traffic from Facebook. For instance, Facebook referral traffic increased by 290% for The Washington Post, 250% for ABC News, and 80% for The Globe and Mail, Canada’s largest-circulation national newspaper. The Globe and Mail has also found that people who have liked their Facebook Page are more engaged on their site — and comment, share, and read more.
- Movies & Video: IMDb.com has seen daily referral traffic from Facebook double, and its users have generated more than 350,000 likes. Dailymotion, one of the top 50 most-trafficked websites in the world, has seen users click the Like button tens of thousands of times per day on their site. As an example, more than 250,000 users have engaged with one of the most popular videos on Dailymotion, PIXELS by Patrick Jean, and a quarter of its views are from Facebook users.
- Sports: NHL.com, the official website of the National Hockey League, has seen an 80% increase in referral traffic from Facebook, as people interact with articles, scores and videos.
- Publishing: Scribd, a site that helps authors publish their writing, has seen their referral traffic from Facebook double as authors gain followers among groups of Facebook friends.
No matter how you put it, the Facebook social plugins add value. As an avid Facebook user, I enjoy them – particularly as I am also a news junkie.
Facebook And Privacy – A Brief History
Facebook has been in the news a lot lately regarding their privacy changes and at times, issues. I came across a great interactive post recently titled, The Evolution of Privacy on Facebook by Matt Mckeon that all readers should spend some time with.
Click on the years on the right-hand-side and you can see how over the last few years, more and more of users information has become public. Search and organic listings, obviously played a role in doing this, but Facebook also has a philosophy to open-up the internet or to enable sharing. As much as this has come under fire by privacy watchdogs, there has also been a lot of good that everyone seems to forget about.
For myself personally, Facebook has been about getting in touch with old friends and staying in contact with new and existing friends. Friends I otherwise with my schedule would not be able to keep in contact with. The challenge for Facebook now seems to be balancing the ambition to share or map the social graph, as Facebook refers to it, with the need to protect users privacy.
Demand Side Platform’s (DSP) And Why You Should Care!
As the online marketing space continues to evolve, Demand-Side Platforms or DSP’s are on the rise. Increasingly so, online marketers have been asking who offers these services. Some examples of DSP’s include Turn, Appnexus, Lotame, AdBuyer.com and X+1, to name a few. But what makes up a DSP?
There are many definitions of what a DSP is. The one I like the best comes from Zach Coelius, CEO of Triggit, “At its core, a DSP is software for transparent automated media buying across multiple sources using unified targeting, data, optimization and reporting”. A DSP should allow buyers to have complete control through a web-based interface – it should be a customizable, fully functional one-stop shop. To learn more about what makes up a “true DSP”, Nat Turner, CEO of Invite Media provides a great overview.
Technology will be the key differentiator when it comes to an increasingly competitive DSP marketplace. A huge theme towards the end of last year that has continued to gain momentum this year is Real-Time Bidding or RTB.
RTB allows buyers to make changes to their buys – you guessed it – in real-time. By allowing buyers to make these real-time decisions on an impression-by-impression basis, it allows for much better control. Given that we are still in a recession, and that when we fully come out of it, the marketing landscape will be forever changed, this higher level of accountability will be that much more attractive. In the past, the fragmentation in the display space made digital media buying very difficult and extremely time-consuming. Buyers had to work with multiple platforms and contacts to execute a buy. Through this DSP RTB data aggregation, media buyers are able to target that much more effectively.
Transparency, particularly for the brand-sensitive agency business, also was very difficult to come by with the older method of buying. This increased transparency and targeting is of course all very attractive to the lucrative agency business. The technology allows for marketers to find micro-segments of inventory that converts best for them in a transparent manner. DSP’s should be fully transparent and neutral, not favoring any publisher, advertiser or inventory over others.
Like the ad-network space, which some say is overcrowded with some 450+ networks, the DSP space will also become fairly congested. There is a great post that appears in today’s Cogmap Blog, Looking to start a DSP? Look no further than ten lines of code. The post describes how easy it is to start a DSP based on the technology that exists (some 10 lines of PHP). The challenge will be to provide competitive differentiation. A great way to do this is of course through technology, transparency, rates and premium inventory.
The DSP and RTB technology is not only promising, but it is here now. Furthermore, the technology helps to move the space into a more accountable and attractive landscape – a win-win for marketers and publishers…and that is why we should all care!
The Online Value Chain
MediaPost used to, and still may, put out charts that provided graphical overviews of the online space. Today, via AdExchanger.com, I came across a great ad ecoystem map. The map was presented during an IAB industry overview session by Terence Kawaja, a managing partner of investment bank GCA Savvian.
View a larger size of the image by clicking here.
Although I was not in attendance, some of the same themes sound familiar (via adexchanger.com) including an overcroweded marketplace, Google pushing into display, and data being of high importance.
Connexus Corporation and Epic Advertising Announce Merger
NEW YORK, March 24 /PRNewswire/ — Connexus Corporation, owner of Traffic Marketplace, the premier online ad network and social media company, and Epic Advertising, the world’s largest privately-owned performance network and search marketing company, today announced their intent to merge. The two companies will combine to form one of the largest private digital media companies globally, offering advertisers and publishers the ability to access display, search and social media internet traffic from over 225 countries and territories around the world.
Traffic Marketplace is a top 10 comScore ranked ad network while Epic works with more than 45,000 advertisers and publishers in the United States and internationally. Together, they reach over 80% of the US internet audience. The combined company will provide a full spectrum of digital marketing services, from brand building to customer acquisition. Moreover, by combining both technology platforms, the company expects to deploy a tightly integrated demand-side ad platform for its clients, creating the most efficient means to access target audiences across all forms of digital distribution channels including search, display, social media, video and mobile. The combined companies will focus on building integrated campaigns for advertisers and marketers that utilize a multi-channel approach and leverage intent data from a variety of sources to improve relevance.
Don Mathis, CEO of Epic Advertising explained: “Delivering successful digital advertising campaigns requires scale, technology and execution. Integrating our technology architectures will provide the combined company with an unparalleled demand-side ad platform capability. Moreover, we will be the leading private player of scale in the sector, and that matters: scale is reach and scale begets data. And data begets relevance for the advertisers’ campaigns.”
The Traffic Marketplace technology platform integrates data from multiple sources to increase relevance for its advertisers, with a specialty in correlating intent-based data to improve its targeting and analytics. Epic’s technology leverages a patent-pending approach to improving the effect of branding focused campaigns on customer acquisition programs. Together, the companies will be unmatched in providing relevance and performance for their advertisers and publishers on a global basis.
“We’re combining two market leaders,” said Connexus CEO Art Shaw. “Traffic Marketplace has been helping Fortune 500 companies build brand awareness and acquire customers by targeting consumers online, and Epic is the dominant player in customer acquisition for a range of advertisers. Both companies will continue to grow their core competencies, while we combine our data and technology to increase relevance across all our businesses. In addition, as experts in understanding consumer trends, we will continue to aggressively expand our reach internationally and within emerging social, video and mobile markets.”
The combined entity has offices in Los Angeles, New York, Toronto, London, San Francisco, Chicago, Dallas, Detroit and the Silicon Valley.
ABOUT CONNEXUS:
Connexus Corporation (www.connexuscorp.com) owns Traffic Marketplace, the premier B2A™ (Business-to-Audience) digital marketing company, Traffic Marketplace delivers relevance in online display, registration path, mobile and social media advertising by empowering advertisers to reach, target, and engage their ideal audience. With access to over 140mm unique monthly users, Traffic Marketplace reaches more than 71% of the U.S. Internet population. Through powerful esp targeting technology, Traffic Marketplace can intelligently identify and deliver virtually any target audience. By employing proprietary engagement solutions such as eyengage® rich media, livemarkets™ in-banner chat technology, and inFact™ content creation service, Traffic Marketplace helps advertisers intrigue, inspire and engage their customers. For more information, log on to www.connexuscorp.com.
ABOUT EPIC ADVERTISING:
Epic Advertising (www.epicadvertising.com) is a global online performance network and search marketing company that provides advertisers and agencies with measurable Internet advertising impact. Leveraging proprietary and patent-pending technologies, and more than 45,000 publishers, Epic provides its advertising partners with performance and direct response marketing services, search engine marketing, media planning, branded marketing campaigns and targeted, worldwide online reach. For more information, log on to www.epicadvertising.com.
Leadscon Las Vegas 2010
Today was the start of Leadcon 2010 in Las Vegas. The show is again being held this year at the Mirage, but this time with some 2000 attendees. For the individuals that attended last year, you know this a well-organized and very well represented show. Although I personally was not intending on attending the show, solely due to a very busy travel schedule, I simply could not pass it up.
Having only had the opportunity to attend one session this afternoon, I was reminded why the show is a must attend event. The content is extremely relevant and the presenters, experienced and highly knowledgeable. The conversations that take place in the halls and during the show also seem to be at another level in comparison to many shows.
Attendees overall, have a higher level of understanding and are more senior. This all equates to a much better use of my time and those of my employees attending. This is the type of show that continues to push the industry forward attracting top-notch established advertisers looking to improve and/or take their business online.
Online Marketing Strategy: The Power of Freebies
Always a fan of infomercials since I was a little kid, and fascinated as an adult at just how large the infomercial industry is. The “As Seen on TV” vertical has always been large and has significantly expanded in recent years. This expansion has been turbocharged due to the recession, and larger brand advertisers pulled back from their media buying, particularly on traditional platforms such as television. As these larger and more traditional advertisers pulled back, in came the infomercials whose advertisers were more than happy to take their place pay much lower rates for primetime television spots that typically would be way out of reach.
Take a look at products such as Sham-wow or Magic Jack. These are now household names, brought to us predominately through infomercials which have driven users into store and online to make impulsive buys. Being as impulsive as mass consumers are, this has and continues to be the perfect environment for the vertical.
You can’t walk into a Wal-Mart, Target or Bed Bath & Beyond without seeing infomercial products in displays in the walkways or on shelves. You get the point, infomercials are huge, but why are they so profitable?
The user is generally presented with only one product and then the marketing strategy kicks in. They are bombarded with messaging such as, “but wait if you order now you can get a second product for free” AND a freebie of some sort which costs the marketer virtually nothing. The second product for free automatically makes the consumer feel that it is a great deal, but now you throw in a freebie and hook the user, the $9.95 for S&H doesn’t even resonate with users. This is all very profitable.
The freebie is often times the deal-closer in the direct-response world of infomercials, but it doesn’t just have to be limited to just infomercials. If you look at holiday shopping studies and what users value most when making a decision, it is free shipping.
Take online dating, users are often presented with a purchase wall that can have numerous membership or subscription options. Generally there are three options. Option 1, which is a one month membership for say $29.99; Option 2 which is a three month membership for $69.99 (a savings of $19.98) BUT with a three month date guarantee where if users can not find a date in three months, they get three for free; and option 3 a six month membership for $139.99 (a savings of $39.95).
Based on the average churn of a paying online dating member (about three or four months) option 2 is what a typical online dating organization would want to push and feature. The freebie of “get three months for free” not only removes doubt from the users mind and eases the decision to put in their credit card, but it is also a win-win for the online dating advertiser based on their particular business model.
As an online marketer, think of high margin products or services based on your unique business that you know will resonate well and be valued by your users and test it out. If you don’t know what this is, tell your users and market based on the perception of value that you create. For B2B marketing, White Papers have long been offered as a Freebie for basic users information that is used for lead generation. Car manufactures offer Freebies to get you in the doors. At end of the day, the freebie can be a very powerful psychological tool to remove doubt and increase conversion.
2010 Affiliate Summit West (late) Re-cap
The 2010 Affiliate Summit West in Las Vegas took place last week and was again a great success. I arrived in Las Vegas on Saturday night after flying in from Toronto and did what any rational person would do on a Saturday night after a Four-plus hour flight and a three hour time difference, I checked into my hotel dropped off my bags and when out!
On Sunday, the best part of the show took place, The Meet Market. AzoogleAds, my employer was again the Diamond sponsor and we had the table at the front of the room when attendees first walked into the show. The Meet Market began at noon and right away it was busy well until closing time at 6pm. The Meet Market has always been what I consider the most productive and important aspect of the show, particularly when it comes to new business. Even when I was an advertiser, before returning to AzoogleAds (Epic Advertising) I also always felt the Meet Market was the best part of the show outside of meetings.
The Meet Market seems to attract a different caliber of attendees, predominantly those that are more serious about their business. While many people stayed out all night on Saturday, and where too exhausted to get up for this event on Sunday or who where not playing the tables and wagering on the NFL games, this event was all about business. Those that attended and have attended this event know what I mean. I have always and will always require my employees to be at this event from start to finish.
On Monday, I spent most of my day in meetings, but did have a few hours at the AzoogleAds booth between Noon and Five. The show floor had a nice level of energy with many motivated individuals making the rounds in an effort to expand their business. There were a lot of booths, with many smaller or micro-booths in the back of the show this year, I believe this was new. I personally like the idea of having smaller micro-show booths for never or companies that were not looking to have as much of a presence. This was a great idea from Shawn and Missy who run the event.
Monday evening before meetings over dinner, I went to the Meetup202 event sponsored by Bloosky. The event was well-managed and offered strong opportunities for further networking and business development. In fact I picked up a new advertiser in the Elevator to the event, and that’s how it works at these
iDate 2010 Miami Online Dating Conference
Today is the official start to iDate 2010 in South Beach, Miami. Outside of the fact that this event takes place in the middle of the winter in a higher attractive location, this is the best (and only) online dating event in the industry. I have been booth a speaker and attendee for the past four years and I always look forward to these events.
For Three days, the online dating industry gets together to discuss ideas, generate new business and to network with fellow colleagues. I have had the pleasure of attending this event as a sales executive and a marketing executive and I still am able to garner new business during each event.
The online dating business is highly competitive, yet it is very vast and offers great opportunity for innovative and progressive companies. I have worked with dozens and dozens of online dating companies in various stages from start-up to managing the marketing for the most trafficked and largest online dating site and they are all different and unique. Like online dating sites, I have also worked with affiliates and portals that promote online dating sites, many of which also attend this event. If you are serious about your online dating business, this is the event to attend. If you can not attend, there are two blogs in particular that you should be following for updates Online Personals Watch and Online Dating Insider.
During this years conference that gets underway today, I look forward to hearing and meeting with new and existing dating sites and affiliates to see how they are expanding and growing the industry.
Some of the biggest trends in 2010 continue to be innovative ways to attract users through Facebook, Myyspace and other large social networking sites; monetizing new and existing users through relevant and wanted email; optimizing the lead acquisition model to be more cost effective; monetizing existing paying and non-paying users; up-selling non paying users (free sites) or “basic” users from paying sites; and of course retention.
Of particular personal interest is also the pay-wall, where users are presented with options to purchase a subscription to an online dating site (or up-sold). The Pay-walls in the industry show significant opportunity for improvement. Also of personal interest are organizations re-marketing efforts and how they can more effectively up-sell free or basic users into more profitable subscription plans.
This year, online dating advertisers in particular need to focus on acquiring users for less and ensuring that they are effectively monetizing all users. This is particularly important as the space becomes more and more competitive and LTV’s for paying sites continue to be squeezed by free dating sites, predominantly Plentyoffish.com.
I will be do my best to update or at least re-cap the conference shortly.
Subscription Options:
MarcPorcelli Twitter
- Hooked On Technology http://ff.im/lI6qQ
- Facebook Social Plugins Hits 100,000+ Sites In Under A Month! http://ff.im/kbZde
- Facebook And Privacy â A Brief History http://ff.im/k8tFR
- Demand Side Platformâs (DSP) And Why You Should Care! http://ff.im/jSxx7
- The Online Value Chain http://ff.im/jMhNC
Recent Comments
- Al Pilot on About Me
- Catholic Tide on How To Reduce Affiliate Fraud – Delay Payments Two To Four Months
- best manual exchanges on Does Banner Advertising Still Work? A DR Advertisers Perspective
- Brent on Demand Side Platform’s (DSP) And Why You Should Care!
- Online Sales To Increase Almost 200 Percent Between 2008 and 2012 | Marc Porcelli on Increase Revenue Through Up-selling and Cross-Selling
Subscribe to daily Email updates
If you want to see my LinkedIn profile, click on this button:
