In this episode of the Advertising Forum we discuss the importance of attention metrics in mobile advertising, featuring insights from industry experts Mark Guldimann and Richard O'Sullivan. The discussion covers the impact of attention metrics on advertising outcomes, the challenges brands face in adopting these metrics, and the future of mobile advertising. Takeaways Attention metrics are still in early stages for mobile advertising. High attention inventory can significantly increase click-through rates. Brands face challenges in proving outcomes and measuring in-app metrics. Realigning incentives around quality is crucial for advertisers. In-app advertising is expected to lead in standardization of metrics. Attention metrics can improve user engagement and advertising experiences. The partnership between Adelaide and InMobi aims to create scalable solutions. Industry white papers and influential voices are key for staying informed. Understanding the landscape requires following diverse opinions. Collaboration among top players is essential for innovation in advertising. Chapters 00:00 Introduction to Attention Metrics in Mobile Advertising 03:05 Impact of Attention Metrics on Advertising Outcomes 06:03 Challenges in Adopting Attention Metrics 09:12 Future of Attention Metrics in Mobile Advertising 11:46 Resources for Staying Informed in Mobile Advertising
In this conversation, Marc Guldimann (Adelaide Metrics) and Richard O'Sullivan (InMobi) explore the growing importance of attention metrics in mobile advertising. They discuss how these metrics elevate media quality, boost campaign performance, and share practical tips for implementation. The discussion also covers the evolution of advertising measurement, the impact of attention metrics on business results, and strategies for brands to get the most out of their mobile campaigns. Takeaways -Attention metrics help understand media quality. -Measurement and verification have not kept pace with digital fragmentation. -Attention metrics allow for better media spend allocation. -The evolution of mobile advertising is moving towards privacy compliance. -In-app environments provide unique first-party data signals. -Attention metrics enhance consumer engagement and campaign effectiveness. -Best practices include focusing on premium in-app formats. -Real-time insights enable mid-campaign adjustments. -Creative quality is crucial for engaging consumers. -Shifting incentives from cost to value is essential for advertisers. Chapters 00:00 The Rise of Attention Metrics in Mobile Advertising 06:04 Enhancing Campaign Effectiveness with Attention Metrics 11:55 Best Practices for Implementing Attention Metrics
In this episode of the Advertising Forum, the discussion revolves around the challenges and strategies in mobile growth, particularly focusing on privacy issues, the importance of partnerships, and how brands can prove the value of their mobile app investments. Experts Phil Golas (Spark Foundry) and Sammy Fisher (InMobi) share insights on navigating the mobile ecosystem, emphasizing the need for trust, transparency, and collaboration among brands, agencies, and technology partners. Takeaways -Privacy has evolved rapidly in the last few years. -Trust and transparency are crucial for consumer engagement. -Brands must adapt to the removal of IDFA for targeting. -60% of Apple users will opt in if prompted correctly. -Collaboration among partners enhances app growth strategies. -Brands should leverage first-party data for insights. -Education is vital for brands navigating mobile challenges. -Selecting specialized partners can drive better results. -In-person networking is valuable for industry insights. -Staying updated on trends is essential for success. Chapters 00:00 Introduction to Mobile Growth Challenges 02:14 Navigating Privacy Challenges in Mobile Growth 06:06 Proving the Value of Mobile App Investments 08:14 Selecting the Right Partners for App Growth 11:12 Building Strong Partnerships for Success 13:46 Staying Updated on Trends in App Growth
Phil Golas (Spark Foundry), and Sammy Fisher (InMobi) discuss the emerging trends in mobile app growth and loyalty programs. They explore how personalization, gamification, and deeper content development are shaping the app ecosystem. The conversation highlights the importance of mobile apps in the omnichannel strategy, emphasizing their role as a gateway to customer engagement. The speakers also dig deep into the benefits of strategic investments in mobile apps and loyalty programs for brands and consumers alike, and outline the key ingredients for a successful mobile growth strategy. Takeaways: -Personalization is a key trend in mobile app growth. -Gamification is being widely adopted in loyalty programs. -The pandemic accelerated the need for omnichannel strategies. -Mobile apps serve as a gateway for customer engagement. -65% of mobile time is spent within apps, not walled gardens. -Brands are investing more in mobile in-app supply. -Successful mobile strategies require acquisition, engagement, and retention. -Loyalty programs can create brand advocates among consumers. -Understanding customer needs is crucial for delivering value. -Seamless experiences enhance customer loyalty and satisfaction. Chapters: 00:00 Emerging Trends in Mobile App Growth 04:14 The Role of Mobile Apps in Omnichannel Strategy 07:06 Benefits of Mobile App and Loyalty Programs 10:06 Key Ingredients for a Successful Mobile Strategy
Andy Batkin, CEO of Duration Media, discusses the importance of curation in digital advertising, emphasizing how it benefits both advertisers and publishers. He highlights the need for transparency and control for publishers, and how Duration Media's technology empowers them to optimize their inventory. The discussion also touches on the role of machine learning and sustainability in the industry, showcasing how Duration Media is committed to reducing carbon emissions while driving incremental revenue. Takeaways Curation enhances revenue streams for both advertisers and publishers. Publishers can extend their reach through curated marketplaces. Control and transparency are critical for publishers in ad tech. Duration Media's Sequency tech empowers publishers with curation. Real-time viewability measurement is a key innovation. Sustainability is becoming increasingly important in advertising. AdNet Zero supports the goal of reducing carbon emissions. Reducing bid requests can significantly lower carbon footprint. Third-party measurement of carbon reduction is on the horizon. Purpose and profit can align in the advertising ecosystem. Chapters 00:00 Introduction to Incremental Revenue and Curation 04:52 Empowering Publishers with Control and Transparency 09:55 Leveraging Technology for Incremental Revenue 14:06 Sustainability in Digital Advertising
In this conversation, Tom Wall, the commercial director of Influent Media, discusses strategies for identifying and measuring incremental revenue streams for publishers. He emphasizes the importance of maintaining user experience while maximizing revenue through effective partnerships and technology. The conversation also touches on the significance of brand safety in advertising and the need for careful management of publisher relationships. Takeaways -Word of mouth and direct communication are valuable for revenue insights. -Understanding the publisher's needs is crucial for effective partnerships. -Duration sequencing technology helps generate additional impressions without disruption. -Maintaining user experience is essential to prevent client churn. -Brand safety is prioritized by working with the right clients for publishers. -Incremental revenue should not compromise the user experience. -Effective revenue strategies involve careful integration of technology. -Forecasting and delivering extra impressions can boost revenue. -Managing publisher relationships individually enhances brand safety. -Advertising is often a secondary revenue stream for many publishers. Chapters 00:00 Introduction to Incremental Revenue Strategies 02:52 Identifying and Measuring Incremental Revenue 05:57 Effective Strategies for Revenue Generation 09:09 Balancing Revenue with User Experience and Brand Safety
Rich Raddon, co-founder and co-CEO of Zefr, discusses the importance of brand safety and transparency in purpose-driven marketing. He highlights the challenges posed by walled gardens and the need for custom solutions to meet brand suitability preferences. Raddon also expresses excitement about the future of AI in marketing and its potential to enhance brand safety and performance.
In this episode sponsored by Zefr, Mark Proulx, Global Director of Media Quality and Responsibility at Kenvue, discusses the challenges and strategies surrounding brand safety in the context of user-generated content and misinformation on social media platforms. He emphasizes the importance of balancing brand purpose with safety, the need for proactive measures against misinformation, and the evolving landscape of brand safety practices. Mark also shares insights on how brands can navigate criticism and the necessity of collaboration within the industry to enhance brand safety measures.
In this episode of The Advertising Forum Sponsored by Zefr, Jeremy Bloom and AdTechGod engage with Louis Jones, CMO of the Brand Safety Institute, to discuss the concept of brand purpose. They discuss the importance of authenticity in branding, the challenges brands face in maintaining their purpose amidst the complexities of social media platforms, and the best practices for ensuring brand safety and reputation. The conversation emphasizes the need for strategic planning, understanding suitable environments for brand messaging, and the necessity of investing resources to achieve meaningful brand purpose. Takeaways: Brand purpose requires a conscious decision from the brand. Navigating social platforms demands a focus on authenticity. Patience is crucial in maintaining brand purpose. A flashlight approach helps in targeting brand messaging. Understanding suitable environments is key to brand safety. Investing in brand purpose can yield higher returns. Content moderation policies can dilute brand values. Brands must do their homework on media buying. Real-time adjustments are necessary in fast-paced environments. Collaboration within the organization is essential for clarity.
In this episode of The Advertising Forum, Dan Slivjanovski, CMO of DoubleVerify, discusses the critical role of trust and transparency in the digital advertising ecosystem. He emphasizes the importance of verification in ensuring that brands can confidently invest in advertising without fear of fraud or misplacement. The conversation explores how DoubleVerify supports partners through education and innovative measurement solutions, enhancing transparency across various platforms. Dan also highlights the industry's challenges and the potential of AI to revolutionize advertising effectiveness, particularly through dynamic activation.
In this episode of the Advertising Forum's Transparency Series, Jeannie Olliver, the SVP of Revenue Operations at Business Insider, discusses how trust and transparency can help publishers and content creators increase their revenue and contribute to a healthier digital advertising industry. The conversation highlights the importance of being a credible and trusted source of information, the need for greater transparency with brands and measurement tools, the role of advanced tech and measurement in understanding users and optimizing ad experiences, and the value of news environments for advertisers. The episode is sponsored by Double Verify.
In the first episode of our new series, "Transparency", sponsored by DoubleVerify, we tackle the challenges of advertising in today's fast-moving and often polarizing news cycle. Jeremy Bloom and AdTechGod(™) are joined by Sarah Caputo, Chief Digital and Marketing Officer at Envisionit, who shares her insights on protecting brand safety amid global conflicts, election-year tensions, and the rise of misinformation. Learn how verification tools, ethical supply strategies, and collaboration across the digital news ecosystem can boost transparency and trust while supporting credible news outlets.
In this episode of The Advertising Forum, brought to you by IQM, Jeremy and AdTechGod dive deep into the world of healthcare and pharma advertising with Amanda Ludwig, Senior Vice President at Publicis Health Media. Amanda shares her extensive experience and insights on navigating the unique challenges of healthcare advertising, from balancing creativity with compliance to ensuring data privacy in line with HIPAA regulations. Discover how AI, machine learning, and programmatic advertising are reshaping the healthcare landscape, and learn about the critical innovations that are enhancing patient education and awareness. Plus, Amanda discusses the key metrics and KPIs she prioritizes for measuring the success of digital campaigns in this highly regulated industry. Don’t miss this informative and insightful conversation!
Series Sponsor: IQM In this episode of The AdTech Forum, we tackle the election year with a three-part discussion: 1. Political Landscape: Shannon Chatlos, a partner at SPM, discusses current trends in political digital advertising, new platforms, and technologies. 2. Challenges and Complexities: We explore misinformation, data analytics, and ethical considerations in ad targeting. 3. Preparing for Elections: We examine the role of AI in political ads and future challenges and opportunities. Stay tuned for our next episode on healthcare.
Everyone Cannes: Because some walk the Croisette while others eat croissants. In this episode, Aaron Goldman highlights how creativity is at the heart of Flashtalking and how AI empowers the human element in digital advertising. Discover how Flashtalking combines innovative AI technology with creative ingenuity to deliver impactful and personalized ad experiences. This is a must-watch for anyone in the marketing world!
Everyone Cannes: French food is good but Five Guys is better. In this episode, Kris shares how IQM simplifies advertising and targeting in highly regulated industries like the political vertical and healthcare. Discover how IQM's innovative solutions help navigate complex regulations, ensuring effective and compliant advertising strategies. Don't miss out on these invaluable insights!
Everyone Cannes: Because we can buy ourselves rose, thank you very much In this episode, Mike Hauptman discusses the challenges marketers face in accessing the industry's top DSPs and how AdLib can bridge this gap. Learn how AdLib's innovative solutions empower marketers to unlock the full potential of their digital advertising campaigns. Don't miss out on these valuable insights!
Everyone Cannes: While you get sunburnt, we ride the subway in the shade. In this episode, Andy Schonfeld shares how Tatari collaborates with agencies and brands to shift their focus to outcome-based television. Learn how Tatari's innovative approach is transforming TV advertising by prioritizing measurable results and driving real business outcomes. Don't miss these game-changing insights!
Series Sponsor: Attain Join us as we welcome Tina Wilson, the Group General Manager at Nielsen, to The AdTech Forum. With 30 years of industry experience, Tina oversees Nielsen's analytic businesses and partnerships, providing data-driven insights for media buyers and sellers. As a recognized leader and mentor, Tina discusses the future of traditional advertising in the era of e-commerce and social commerce. She explores how commerce data optimizes online media campaigns, enhances ROI, and shapes digital advertising strategies. Tina also shares her vision on the integration of commerce data into online platforms and its impact on consumer behavior.
Series Sponsor: Attain In this episode of The AdTech Forum with Jason Niemi, Global Technology Director at Kimberly-Clark. Jason shares strategies for using opt-in data to personalize campaigns without compromising user consent, highlighting how consumer consent ensures legal compliance and enhances targeting effectiveness. The discussion covers the importance of consent-driven data collection for ad quality and relevance, and best practices for creating personalized content that respects privacy. Looking to the future, Jason discusses emerging trends and technologies that will shape the use of opt-in data in advertising, offering insights on staying ahead of the curve.