(posts_in_the_category): Digital Advertising
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The Finance Industry Needs Tech to Win Over Millennials
By Ellen Bernacki on 03/05/2015
How does something that many Millennials perceive as boring—the finance industry—entice new consumers? Seamless integration into one’s personal lives and a focus on technology are two emerging trends we see, as evidenced by TurboTax and the Future Banking Competition.
Turbo Tax’s new campaign has a more humanistic tone than your average financial advertising, as they show how tax questions apply to a real person’s life, featuring scenes from an eventful Mardi Gras trip. Turbo Tax is even sponsoring stories on Snapchat reminding users that the tax service is free and easy to use—a valuable message in an engaging social platform that draws in Millennials. This is the perfect place for Turbo Tax to connect with consumers who will likely develop brand allegiance for a particular means of filing their taxes at this point in their lives. For TurboTax, it seems as if the blend between advertising that tells a story and ads that are digitally targeted to this age group will draw Millennials in.
The Ugly Sisters of Digital Media
By Rob Norman on 05/21/2014
The twin issues of viewability and fraud are the ugly sisters of online advertising. If an ad can't be seen, it's worthless. If the viewer is a machine, it's criminal. The GroupM view is simple; if an ad can’t be seen, we won’t pay.
After months of testing in the United States, the MRC and IAB minimum threshold for display viewability has finally been unveiled. The video standard is awaited. GroupM and Xaxis have actively participated in the programs. Our conclusions are two-fold
Programmatic Buying Explained
By Peter Cook on 04/28/2014
Almost every media planner has heard the phrase "programmatic media" in the past year, but many don't understand what it is, how it’s different from real time bidding, and how it will change advertising.
Programmatic media is the purchase and sale of digital media via technology as opposed to the direct planner publisher relationship. Prior to the introduction of programmatic, digital media was purchased through a lengthy process involving constant back and forth conversations over email. Planners would have lengthy discussions with each publisher about their campaign goals, the digital opportunities, inventory availability/pricing, creative specifications, and impression reporting. This drawn-out buying process led to stressful late night hours for planners, and delays to the campaign.
