Operative Monday Mashup 2/27/12
Operative’s Monday Mashup
A compilation of interesting news, articles and stories from the prior week…
AdAge: Twitter Opens Up Self-Serve Ad Platform to 10,000 Small Businesses
In a move to broaden revenue streams, American Express is partnering with Twitter in the launch of a self-service ad platform on the social network. The platform will allow advertisers to bid on promoted accounts on a cost per follower basis or a cost per engagement basis (if someone re-tweets, for instance). Bidding on major events like the upcoming Oscars is sure to be competitive and expensive, but smaller businesses will more likely bid on specific terms or local bids, which can be city-specific. Expected to be a cornerstone of Twitter’s financial future, their ad revenue is expected to increase from $139.5 million in 2011 to $259.9 million this year.
AdWeek: How Far Should Personalization Go?
Social media leaders like Facebook have excelled at hyper-personalizing the content it delivers to users, but how much personalization is too much? A recent JWT study found that 86% of respondents expressed curiosity as to what is being filtered out of their stream by ad targeting. There is a curiosity in human nature that drives people to discover on their own, and some sites like Turntable.fm and Grubwithus are finding that a balance exists where consumers are provided “more refined personal experiences without robbing them of discovery.”
Adotas: IP Geolocation Explained: How It Works for Advertisers
IP data is widely used by advertisers for the purposes of geo-targeting, but many who employ it don’t necessarily know how it works or mistakenly assume it is always accurate. IP geolocation data is generally accurate to the metro area or approximately 25 to 50 mile radius in the US States and Europe, but varies greatly depending on the processes of the IP data provider, the country and network type. What many don’t know is that an IP address can also provide helpful information regarding a user’s carrier, the connection speed and type, domain, registering organization and more.
eMarketer: Multichannel Campaigns Increase Reach, Branding Potential
As multiple digital devices have become a staple of US daily life along with media multi-tasking, marketers are seeing an increase in impact if they can reach their audience across multiple channels. Publishers in turn need to offer advertisers creative packages that can reach those consumers who are using their phones and tablets while watching TV.
paidContent: Why News Companies Can’t Get On Top Of Digital Advertising
A new study from the Pew Research Center shows that news companies still have much to learn in terms of selling digital advertising overall as well as delivering targeted ads. The key to shortening the learning curve will be the adoption of technology that drives sales across both print and digital.
