Yahoo Adds Mobile Native Audience Targeting, Apps Create Digital DNA

Mobile Marketing Daily:  Yahoo’s is hoping that advertisers agree– a person’s apps are truly their digital DNA.  After acquiring Flurry, (a service that tracks customer use of nearly 650,000 apps, including Shazam, Gilt Group, Etsy and Pinterest,) Yahoo has now integrated Flurry’s 40 ‘personas’ into their Gemini ad marketplace. CPG companies have seen early success in applying these personas: 14 point lift in unaided brand …

Millennials Adept at Filtering Out Ads

eMarketer: Nora Ganim Barnes, director of the Center for Marketing, finds that millennials are wary of commercial messaging.  Millennials are least likely among measured cohorts to be influenced by traditional push marketing strategies.  Instead, they rely on word-of-mouth recommendations and trusted sources. Unsurprisingly, social media is often that, and it’s also the largest driver of purchase behavior.   Can marketers use their ads to …

How to Create the Right Emotions with Color in Web Design

The Next Web: While digital advertisers have been plumbing contextual data to influence consumers, have they fully considered the environment where advertisements are placed?  Applying color theory to web design, this article makes us consider, ‘Are we effectively using color in our purchasing?’ Are advertisers and their programmatic partners actively exploiting the interrelationships, the vibrancy, the complementarity of colors to communicate, engage …

The Case For Personification 

AdExchanger: Andrew Frank, Research VP of Gartner,  claims that the programmatic industry has embraced the paradoxical ‘anonymous personalization’ strategy. Instead, Frank argues for ‘personification’, which he describes as having four pillars.  He ends with a key recommendation: “As marketers, we need to put behind us the illusion that data gives us the right to call everyone we meet by their first name.” Read more…. Sale Latest Release …

Programmatic Buys Expected to Jump 21%  This Year, Ad Exec Plans Outpace Publishers  

Real-Time Daily: Ad industry researcher Perceptions Group finds there is a surprising disconnect in programmatic decision making between agency executives and marketers.  Agencies report making two-thirds of major programmatic decisions while marketers say that those decisions are shared evenly between the client and agency.  Despite this difference of opinion, ad execs surveyed said they expected programmatic to account for 46 percent of all the …

Nielsen Rebrands Online Ratings As Digital, Includes Mobile: Unclear How It Will Disclose Accreditation

MediaDailyNews: Nielsen’s Online Campaign Ratings service was just rebranded as the ‘Nielsen Digital Ad Ratings’ service. This new audience measurement methodology also features mobile in its ‘total digital view’ of consumers.  Nielsen has been making several moves in recent months to continue to account for consumers ‘wherever, whenever and however they view content’.  Following the $200 million acquisition of eXelate in March, Nielsen …

LUMA Digital Brief, Market Report Q1 2015

LUMA Partners, Digital Brief: In this second digital brief from LUMA Partners’ Terry Kawaja, LUMA Partners predicts there will be greater momentum in the video and programmatic advertising market, specifically at the convergence digital video and TV.   Of those mergers and acquisitions in US Digital Media that took place in 2014 (including Ad Tech, Marketing Tech and Digital Content), nearly half took place in …