Operative Monday Mashup 1/23/12
Operative’s Monday Mashup
A compilation of interesting news, articles and stories from the prior week…
AdAge: Data Is Great, But You Need to Learn When to Ignore It
Not all data is helpful data. While the systems used to run media businesses are able to collect more and more data, publishers need to step back and decide which measurements are meaningful. The highest metric on a report is not necessarily the most successful. It’s sometimes more important to have a lower click-through rate on a banner or drive less people to a site, as long as they are the right people clicking and visiting the page.
AdExchanger: Your Ad Server, My Ad Server: Trends With Discrepancies Today
Operative’s SVP of Solutions, Manu Warikoo, discusses trends in ad reporting discrepancies with John Ebbert of AdExchanger. Insights include increased demand for automated solutions, especially ones that integrate with an order management system, and larger agencies influencing publishers to bill on third party ad servers.
MediaPost: Industry Biggies Back New Ad ‘Talent Platform’
There’s a new piece of software called ‘Namely’ hitting the market that will help the ad industry better manage its core asset – it’s talent pool. We can understand the need for this type of product because we consistently hear from publishers how difficult it is to keep their ad operations teams functioning at a high level as they pursue growth.
Operative Blog: How to Choose the RIGHT Ad Server for your Business
Check out our latest blog post on how to select the right ad server for your business. We will be hosting a live webinar on the subject Thursday, January 26th at 12 noon. To register visit www.operative.com/adserver
paidContent.org: Online Advertising Is Most-Pitched Media Product, But How Best To Sell It?
A Borrell Associates study shows that publishers that employ digital only sales executives outperform those that do not use digital only sales executives, but that the most successful model uses a combination of both. As the print and digital industries continue to converge, the consolidation of sales teams is inevitable, and it will be up to publishers to determine the best mix of sales focus.
Gigya, a social CRM SaaS platform, analyzed its users and discovered that sites that include a social login (i.e., Facebook, Twitter, Google +, etc.) on their websites get nearly twice the engagement as sites that do not. Obviously these statistics will vary site-by-site, but Gigya’s chart is extremely interesting for publishers trying to increase site stickiness and engagement.
