I spent last week in Glasgow and London, with a UK SIM card temporarily in my phone. As part of my daily routine of checking Twitter, I learned that many social media advertisers and agencies have forgotten how to use … Continue reading
How many humans are in each segment of your category buyers? And how many humans are in each audience at each publisher? You need to know the answers to both questions for your campaigns to be successful. Not cookies. Not … Continue reading
The Verge’s Silicon Valley editor, Casey Newton, tweeted on Thursday: So many publishers think they have audiences, when what they really have is traffic. I think we’re about to find out who has an audience. To find out who has … Continue reading
Segment the universe first, determine your target audiences, and craft offers that appeal to those people. If you’re mostly worried about audience reach or how many devices are in your graph (whatever that is), you’re not marketing. Sorry.
Unlike theatrical audiences, who pay money and make a conscious decision to invest their time in something, the online audience is very different. Mostly, it’s people (well, actually bots) that have kind of stumbled on your site/app/whatever and are desperately … Continue reading
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