Shop early and shop often, that was the message many shoppers received in the days leading up to Black Friday and Cyber Monday. But that didn’t stop retailers from advertising on Black Friday.
According to DG analyst Michael Froggatt, ad requests peaked on Black Friday this year where in year’s past ad requests peaked before Black Friday hit.
“Last year there were reports of Black Friday being much more successful – I’ve isolated both 2012 and 2013 data to 9 days before Thanksgiving through to Cyber Monday. The trend last year shows a peak two days before Thanksgiving, while this year retailers peaked on Black Friday itself. We can draw a conclusion that this, combined with reports of average sales being down, indicates that last minute display and deal offers drove potentially more shoppers but at discounted prices lowering retailers average take,” said Froggatt.” Read more…
Online campaigns are getting increasingly complex – as you may have noticed. Never fear, DG MediaMind is here to make your digital lives that much easier.
If you happened to miss our recent “Analyzing Digital Complexity” webinar, it’s now available below for your listening pleasure. Nick Talbert and Michael Froggatt introduce you to this study that helps identify the key contributors to the complexity of today’s campaigns – a first step towards simplifying the process of campaign management for advertisers and agencies.
If you haven’t read the Complexity Index yet, you can download it here
For most marketers, finding the sweet spot between creativity and scale is a key objective that is not easy to attain. Creativity pertains to not just a creative director’s vision but also the ability to recognise and nurture the strength of an idea. Scale, on the other hand, is needed as a pretext of a good business model that can be replicated worldwide.
The five stakeholders of the ecosystem – advertiser, publisher, creative agency, media agency with the ad network at the centre – have different perspectives on creativity and scale. Michael Barden, Vice President – Publisher Sales, DG Mediamind is of the opinion that technology allows for a balance between creativity and scale rather than creating a situation, where the two could be at odds with each other.
“If creativity was a living being, it would be a dragon that is ready to come to life, that breathes fire, that cannot be contained and comes from a crazy place,” said Mr Barden. He pointed out that creatives today were looking for RFTs (Request for technology) than RFPs to explore giving solutions on the back of what technology can enable a brand to do. But the catch would be for marketers to be open to innovation and allow an execution that is in line of the vision created on the back of that innovation. Read more…
By: Mike Caprio
Global brands are getting more particular about data. They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way – but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions. If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data: Read more…
Mobile is often called the emerging “first screen.” It’s considered the new hub of media consumption, transforming communications, content consumption, and engagement. Mobile is indisputably the first screen, as we always have our phones handy in our pockets or purses; it is proximity. For certain online activities like purchasing, consumers may prefer their desktop computer or tablet. More and more consumers are using smartphones while watching TV as well, so the so-called “first screen” often is closely associated with a second screen. Advertisers require real knowledge of multi-screen behavior — now more than ever — if they are truly going to get the most out of mobile.
During the DG MediaMind Spotlight presentation at the iMedia Breakthrough Summit in Austin, Texas, “Thinking Mobile? Why You Need To Think Multi-Screen,” Mike Rosner, VP of sales at DG MediaMind, and Taz Patel, CRO of Republic Project, gave a crash course in when and how to use mobile for big-picture marketing success. According to Rosner, keeping up with the consumer is now more difficult than ever. And the key is convergence. Marketers should be looking at all the pieces of digital (display, mobile, video, TV, and social) and how they come together. Read more…