provides a really good overview of Demand Side Platforms (DSPs) and Real Time Bidding (RTBs) in this Marketing Land article. Good stuff to get to know if you’re involved in, or getting involved in display media buying. This infographic from SiteScout is very cool.

It’s not a new study, but it’s findings about what makes online campaigns effective are still interesting and relevant. From driving retail purchase to overall branding, what drives success? Here’s what Facebook and Datalogix had to say:

  • Impressions create value. 99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads— proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers.
  • Reach drives revenue for online brand marketers. This is a concept very familiar to TV marketers, who often start with a reach objective—but until now hadn’t been proven for online. When applied to digital brand campaigns, the study demonstrated that campaigns that maximized reach had on average a 70 percent higher return-on-investment.
  • Finding the right message frequency is key. The study revealed that for online brand campaigns, if you reallocated high frequency impressions to people seeing too few impressions, you would see a 40 percent increase in ROI with the same budget. What this means is that for every online campaign there is a “sweetspot” of effective frequency that maximizes return on investment, and that the DataLogix tool can help marketers empirically isolate that sweetspot for each brand and campaign.

The takeaway is that clicks don’t matter that much. In another post from CNet, Facebook “says that a majority of sales come from people who see, but don’t necessarily click on, online ads that promote campaigns.”

On July 15th, yours truly will be speaking about beauty and YouTube at the largest professional beauty conference in the US, CosmoProf. My pal Daniela Ciocan is the marketing genius behind the show and asked me to write up a post about the state of the beauty industry on YouTube. The overall grade is low…but there’s such room for improvement. Here’s the link to the post on the CosmoProf blog.

Here’s Joseph Jaffe’s description of ‘The Agency of the Future.” Not much color commentary I need to add, except what my buddy who shared it with me said, “And all the current agencies will just become “productionators.”

The Agency of the Future

I believe a new breed of “agency” will emerge and take over from where the stumbling Goliaths of Madison Avenue stuttered, stammered and stumbled. The Agency of the Future will have become known for one of/or two core competencies: Generation (ideas) and Integration (execution).

The Agency of the Future will take over the mantle of Brand Guardian – responsible for the process of generating ideas, solutions and paths to consumers’ hearts and minds. These “Generators” will not have to be preoccupied with how the idea works in a 30-second versus a 15-second spot, a spread versus a page, or even a banner versus an intromerical.

They will not be tied to any one form of media; nor will they be compensated based on the amount of money ultimately invested. Their success will not be judged on a creative reel or at Cannes, but rather in terms of the ability to translate their ideas into communications and programs that build the business and the brand.

The “Integrators” on the other hand, will be facilitators – responsible for democratizing the process of coming up with breakthrough brainstorms.

The Integrators will also be those responsible for democratizing marketing communication, by making the kinds of decisions advertising agencies just aren’t able to recommend. Is advertising even the answer? Should the budget be spent on training in-store salespeople to become more customer-focused, or on award-winning creative?

The Agency of the Future will live up to its billing as true Cross-Channel Planner, by maintaining constant focus on consumers and what it takes to connect with them in this traffic jam of brand clutter.

Joseph Jaffe

Sometimes, I just need to repost something when it’s so simple and good. This just nails it.

“When designing a new product or program, it’s pretty clear that a successful organization will invite:

The lawyer, so you don’t break any laws.

The CFO, so that you’ll understand how much this thing will cost and how well it will pay off.

The CTO/Tech folks, so you’ll spec something that can actually be built and will work.

And probably designers, marketers and lobbyists–all the people you need to bring the thing into the world.

But where’s the person in charge of magic?

In our quest to get it done, to survive the project, to avoid blame, to figure out a solution, it’s magic that gets thrown under the bus every time.

Who is obsessed with creating delight, with building in remarkability, with pushing the envelope (every envelope–money, tech, policy) to get to the point where you’ve created something that people will be proud of, that will change things for the better, that will make a dent in the universe?

It won’t happen on its own. It never does.”

Jim Edwards posted a great article on Business Insider about “Cord Cutters and the Death of TV.” The stats are very surprising…but you can’t argue with the reality that people are not only moving from TV, but also moving off away from broadband internet subscriptions.

For anyone who needs any evidence or stats to support their case for moving resources and budget towards online and mobile video, this article will give you plenty.

A bit of an infographic fail in that I don’t know who made it, but this is a solid infographic with some surprising stats about the power of online video…particularly the one that claims that 85% of customers are more likely to make a purchase after watching a product video.

The folks over at Portal A have created a very cool infographic illustrating the growth of online video, as well as the core elements. A good one to share with both the uninitiated, as well as the experts.

Social video is video worth sharing.

Christopher Lockwood writes a short, but compelling piece, on how video is THE compelling medium. “…video is entertainment AND news AND education AND, AND.

In 2013, social video has become the most powerful way to develop conversations throughout a brand’s digital ecosystem (across owned channels, social platforms and through satellite community and paid environments). We know that YouTube is now the planet’s second largest search engine and that video appears higher up in search results than other type of content. It’s the most shared asset on the Internet because of its ability to trigger an emotive physiological response.

A reduction in relative cost of production technology; the ubiquity of cameras; an increase in bandwidth and access; the proliferation of smartphones; more and easier-to-use self-publishing tools and social platforms – these have all fueled a perfect storm that has ignited the reincarnation of video…”

Great infographic from Super Monitoring and AF Studio full of interesting mobile statistics. In most developing countries, mobile devices are the main way people access the internet because they don’t have the luxury of connected computers at home.

Here are a few key statistics;

  • 91% of all people on earth have a mobile phone
  • 56% of people own a smart phone
  • 50% of mobile phone users, use mobile as their primary Internet source
  • 80% of time on mobile is spent inside apps
  • 72% of tablet owners purchase online from their tablets each week

Mobile Statistics 2013