Monthly Archives: July 2017

Videri Quam Esse: P&G and Digital Advertising

Posted on Monday, 31 July 2017 10:11 am by markpilip

P&G cut between $100 and $140 million in digital advertising last quarter and sales went up. I don’t mean they were flat or that margins went up through a short-sided strategy of cutting marketing investment. This wasn’t just advertising that sort … Continue reading →

Posted in digital marketing, fraud, Marketing, Media, Strategy, Tactics | Tagged , , , , , , , | Comments Off on Videri Quam Esse: P&G and Digital Advertising

Says the great Drayton Bird in his email this morning: “On-line marketing is just accelerated direct marketing.” He’s right. It’s therefore more important than ever that your marketers are properly trained: it’s harder to keep the rubber on the road … Continue reading →

Posted on Thursday, 27 July 2017 11:14 am by markpilip | Comments Off on “Digital” is Just Accelerated Direct Marketing

Purple Cow – where’s the beef ?

Posted on Wednesday, 26 July 2017 10:05 am by markpilip

Originally posted on Marketing Science:
There is a small, nay large, industry that makes claims like: “consumer behaviour has changed radically” “marketing doesn’t work anymore” And yet then presents nothing more than a repackaging of the orthodoxy. For example, Seth…

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Do your DSP(s) have any rebate agreements with ad exchanges or anybody else? If not, great! Is that explicitly laid out in the contracts you have with them, and do you have full audit rights? And if not, why not? … Continue reading →

Posted on Thursday, 20 July 2017 7:07 am by markpilip | Comments Off on DSP Transparency

Print out a page with your ad on it. Put it on the whiteboard and give your buying team a marker and ask them to draw out exactly how that particular ad showed up on that particular website and why. By that, I mean all the names of the ad tech and martech players involved. No looking anything up. Continue reading →

Posted on Wednesday, 19 July 2017 12:41 pm by markpilip | Comments Off on More on Ads.txt

Before You Worry About Match Rates…

Posted on Wednesday, 19 July 2017 9:12 am by markpilip

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading →

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Digital Media: As Memorable as Kenny G?

Posted on Monday, 17 July 2017 9:07 am by markpilip

The smooth jazz radio format wasn’t as popular as thought. When Arbitron changed from paper diaries to portable people meters (PPM) about ten years ago, broadcasters learned that people didn’t do what the paper diaries said they did. With good … Continue reading →

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Nobody’s Talking About This ads.txt Problem

Posted on Monday, 10 July 2017 9:16 am by markpilip

As a media buyer, I find myself scratching my head about the IAB’s ads.txt initiative. It’s a good thing, of course. Knowing that somebody selling advertising inventory to you is actually authorized to sell that impression to you is important. … Continue reading →

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