Industry Guides

I am honored to be an author for EConsultancy, a global independent community-based publisher, focused on best practice digital marketing and ecommerce, and used by over 600,000 internet professionals every month. EC members worldwide from clients, agencies and suppliers alike, with over 90% member retention rate. They help their members build internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking. I have written the following reports for them:

The Role of the Agency in Data Management

RoleOfTheAgencyInDataManagementOver the last several years, the modern marketing space has evolved rapidly. Consumers, who only a few years ago could be reached at scale through a few media channels, now spend their limited time consuming media across a large variety of devices, spanning desktop, mobile phone, tablets, and over-the-top devices. They watch more television than ever, but skip more ads; they listen to more music, but less on terrestrial radio, and read more news – but less from traditional sources. They shop more frequently on mobile devices, and are influenced through multiple social channels – and the power of their networks has quickly scaled ‘word of mouth’ to be the most powerful mover of products and services.

This report explores the current challenges for agencies as they try and navigate the rapidly evolving world of data-driven marketing, and offers suggestions on how they can leverage the data to grow sustainable new business models around data, its collection, analysis, and activation in media channels.

Featuring analysis by today’s top minds in data management from both the agency and marketer sides, the report takes an in-depth look at: Challenges agencies are facing from increased competition; Revenue opportunities available through DMP adoption; and the most popular marketing use cases for DMPs.

Look for this report in late June 2016, from Econsultancy.

Programmatic Branding

DProgrammaticBrandingCoverespite years of innovation in digital advertising – from desktop display advertising to mobile and beyond – brands are still hesitant to trust large brand budgets to digital. Scale is hard to achieve, results are hard to measure, and there is a persistent fear of waste and fraud. Despite this, consumers are turning their attention away from traditional channels, and spending more time on desktop internet and mobile devices. Brands have been quick to embrace new digital tactics, but are still wary of matching digital marketing investments with the places consumers are spending time. Programmatic Branding offers an unbiased perspective on what the largest consumer brands think of digital marketing channels, how they are aligning their resources to apply messaging into multiple digital channels, and how they are going to measure success. The report will answer questions including:

  • What is the current state of programmatic for branding?
  • What are the most innovative companies doing to create digital brand messages?
  • What are the best approaches to leveraging first-party data for branding?
  • How are innovative marketers justifying top-funnel digital branding efforts?
  • How soon will addressable television overtake TV?

The New Mobile Display Ecosystem

The New MoMobileDisplaybile Diplay Ecosystem: Understanding the new ‘mobile first’ and native mobile paradigm is aimed at publishers who want to understand the new mobile landscape, the advertising technology driving innovation in the space and how smart content owners are monetising their properties. Today’s multi-screen environment has created big buzz phrases like ‘omnichannel marketing’ and ‘the customer journey’. In other words, brands need to reach consumers wherever they are, in various stages of the decision-making process for a purchase. Although publishers are starting to build competencies creating unique content and experiences across screens, it is still challenging to translate those efforts into mobile advertising dollars.

In this guide, we’ll explore the current mobile landscape, the implications for demand- and supply-side players, and the barriers to successful adoption of mobile monetisation approaches. The report includes insights from key executives in ad technology, agencies and publishers, as well as daily practitioners, to see where the mobile display ecosystem stands today and where it is going.

For publishers, getting mobile strategy right is almost a life or death decision. This report will explore the following key questions:

  • What is the current state of mobile advertising?
  • What are the most innovative companies doing to monetise mobile content?
  • What are the best monetisation approaches?
  • What does the programmatic landscape look like in mobile?
  • What are the barriers to successful mobile monetisation strategy?

Programmatic Marketing: Beyond RTB

ProgrammaticProgrammaticDirect_CoverImage Marketing: Beyond RTB, Understanding the new programmatic direct landscape is aimed at marketers, agencies, and publishers who want to understand the new programmatic landscape and its applications beyond real-time bidding (RTB). Today, new technologies and approaches are connecting buyers and sellers, and eliminating many of the manual tasks associated with planning and buying digital media.

In this best practice guide, we’ll explore the new programmatic direct landscape, the implications for demand- and supply-side players, and the barriers to successful adoption of programmatic approaches. The report includes insights from key executives in ad technology, agencies, and publishers, as well as daily practitioners, to see where programmatic automation stands today, and where it is going.

It’s hard to believe, but agencies and publishers are still closing digital media deals with fax machines. However, large-scale growth in web-based RTB platforms and increasing adoption from marketers is putting pressure on all sides to automate processes for buying and selling digital media. This report will explore the following key questions:

  • What is the difference between programmatic and automation?
  • What is needed to embrace a programmatic approach?
  • What are the benefits of a programmatic approach to transactional media?
  • How will my company’s organizational personnel needs change?
  • What are the barriers to successful programmatic strategy implementation?

Readers of this report should come away with a solid understanding of current programmatic direct approaches, available solutions in the space, and how they can structure their organization to implement programmatic techniques.

The report contains key insights from some of the most recognized thought leaders and practitioners in the space from companies, including Adslot, AppNexus, Bionic Advertising Systems, Centro, FatTail, isocket, MakeBuzz, Mediaocean, Mediasmith, OpenX, Operative, Rare Crowds, Rubicon Project, SAS, Shiny Ads, Strata, True Media, Yieldex, and many more.

best-practices-in-data-management-packshotBest Practices in Data Management

The Data Management Best Practice Guide is aimed at marketers, executive management and agencies that work with data and aspire to. This 70-page report thoroughly explores the strategic and everyday issues and opportunities presented by the explosion of customer and behavioral data and the explosion of tools and services designed to leverage it.

This guide aims to equip marketers, publishers and agencies with the cutting-edge data techniques for supercharging advertising used by global corporation for marketing. Best Practices in Data Management is also designed for marketers on both the branding and direct response sides of the fence.

In this guide, you’ll learn:

  • What “big data” is and how you should be thinking about it from an organizational perspective.
  • Current perspectives on data management best practices from more than thirty-five leading data practitioners.
  • How demand-side operators are leveraging data management technology to segment, target, expand, and analyze audiences digitally.
  • How to choose the right data management vendors.
  • Insights on some of the new thinking on social data and its applications for targeting and analytics.
  • How publishers are utilizing data-derived audience insights to optimize advertising yield.
  • Techniques for getting unique, actionable audience insights.

best-practices-in-digital-display-advertising-packshotBest Practices in Digital Display Advertising

Best Practices in Digital Display Advertising: How to make a complex ecosystem work efficiently for your organization is a comprehensive overview of display media advertising. Tailored to marketers who are attempting both branding and direct response, topics covered include emergent technology, key changes, and guidance on how to discover, buy, serve, and measure digital display media advertisements.

Display advertising is a key piece of the digital puzzle for marketers who are planning campaigns to build brands or achieve direct response. This report guides both experienced and beginning marketers through the vagarious, necessary, vendors, and explains their role and functions in the incredibly complicated display advertising ecosystem.

Topics covered extensively include disruptive emergent technology, key changes to well-known and established services, guidance on planning, and how-to advice for discovering, segmenting, buying, serving, measuring and attributing digital media ad units.

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