Today, contextual data, behavioral data and past performance data can not only guide creative development, they can determine in real time which creative executions should appear in differing situations. In some cases, data sets even determine the assembly of creative elements on the fly.
This presents a wholly new creative challenge — one where the ideas themselves become the data sets in the database. We’re moving on from data informing the creative work. Now data is determining the creative work. “You shoot the scenes, Mr. Scorsese. The data will edit the movie.”
A great post from Nick Moore the evp and chief creative officer of Wunderman.
Filed under: Data, Social Media, Web Analytics | Tags: Data, Facebook, Nielsen
Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers’ frustration with measuring how ads perform on the social network.
Under the partnership, Facebook will begin polling users about some of the display ads it runs on its site, such as banner promoting a movie release.
Facebook will provide that data, including responses from those who didn’t see an ad, to Nielsen, which will package it for advertisers.
More: http://online.wsj.com/article/SB125356656635628897.html?mod=dist_smartbrief
Filed under: Behavioural Targeting, Data, Research | Tags: Data, Technology Policy Institute
A new study by the think tank Technology Policy Institute concludes that new online privacy measures won’t help consumers and could hinder Web companies.
“Regulation should be undertaken only if a market is not functioning properly and if the benefits of new measures outweigh their costs,” states the 56-page report, “In Defense of Data.” “Our analysis suggests that proposals to restrict the amount of information available would not yield net benefits for consumers.”
To a large extent, the paper reiterates arguments that online ad companies first made a decade ago: Targeted ads are more relevant to consumers, subsidize free content, and pose no threat to privacy because they are anonymous.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=106318
Filed under: Data, Visualisation | Tags: Data, Valentines Day, Visualisation
Well who could let Valentines day pass without some sort of data visualiation.
Ok, so there are two variables:
1.) How much money you want to spend on her?
2.) Where in the relationship you are at?
Full Image: http://www.sloshspot.com/photos/blog/full/photo_1233960070.png
Filed under: Ad Exchange, Data, Redbox | Tags: Data, Group M, Omniture, WPP
Still wondering why WPP invested $25 million into Omniture? This should help to explain things a bit better for you.
GroupM, the biggest buyer of media in the world, has quietly altered the terms and conditions of its online advertising buys with publishers, including one that is likely to stir a major debate over data ownership in the online advertising marketplace.
The wording in GroupM’s new T&Cs, which are attached to all the insertion orders and contracts it submits to online publishers beginning this year, amends the current industry standard by adding, the following:
“Notwithstanding the foregoing or any other provision herein to the contrary, it is expressly agreed that all data generated or collected by Media Company in performing under this Agreement shall be deemed ‘Confidential Information’ of Agency/Advertiser.”
Experts familiar with online advertising contracts say the term is a smoking gun, because it raises a broader industry debate over who actually owns the data generated when an advertiser serves an ad on a publisher’s page. Is it the advertiser’s data? Is it the agency’s data?
Is it the publisher’s data? Under the current industry standard, the data is considered “co-owned” by all sides of the process, but some believe the new GroupM wording seeks to shift the rights over data ownership exclusively to the advertiser and the agency.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99481
Filed under: Data, Statistics, Video, Visualisation | Tags: Barack Obama, Data, Measurable, Statistics
Yahoo reported last week that it would limit to 90 days the time it holds some personally identifiable information related to searches to address growing concerns from privacy advocates, policy makers and government regulators.
Filed under: Data, Visualisation | Tags: Advertising, Data, Visualisations, World
Here is an example of an advertisment using wordle.net
Will we see more ads in the future targeting consumers with real world data?
Pretty interesting concept if you asked me…
This computer simulation by Zhaw shows worldwide commercial flights over a 24-hour period.
Filed under: Analytics, Behavioural Targeting | Tags: Analytics, Bloomberg, Data, GoogleTV
Some time this month, advertisers will be able to bid for Bloomberg spots and watch them run on the network nationwide.
The spots will not rated by Nielsen, which can be deterrent for advertisers. But the Google platform allows advertisers to bid for time, and to receive second-by-second data on how their spots performed.
Before its recent deals–since April 2007–Google had been selling spots on Dish Network, reaching the satellite provider’s 13.8 million homes. Because Dish homes have set-top boxes, Google can obtain “census-level” data on viewing patterns down to the second. (Google also places some spots reaching some 25,000 cable subscribers in Northern California.)
But not all Dish homes are equipped for Google to obtain that type of viewing data. It has a subset that it believes is large enough (it won’t say how large) that allows it to extrapolate and provide ratings data reflecting what happens in all 13.8 million Dish homes.
(In that sense, it acts like Nielsen–albeit with a much larger sample size and one that has “hard” set-top box data to work with.) Going forward, the Dish subset will provide the basis for metrics Google produces for the national spots on TV Ads. Google’s complex algorithms will look at the performance of ads in the subset of Dish homes–perhaps between 2 million and 5 million of them–and project what takes place with viewership nationally.
Take NBCU’s Sci Fi Channel, which is in 93 million homes: Google will look at what the network’s viewers are watching in several million Dish homes, and then extrapolate it to provide the second-by-second data for what happens across the country. Google has a deal with Nielsen, where it can use Nielsen data to get demographic breakdowns for a channel’s audience–such as what percentage are men ages 18 to 49.
There is the potential hitch that the Dish subscriber may, in general, have a different profile than those who subscribe to cable or even satellite competitor DirecTV. So, if the sample is generated from Dish set-top boxes, it may not be representative of national viewing behavior. But Steib said Google has accounted for that, with sampling “done at such a scale that there is a high degree of statistical relevance.”
In addition to the opportunity to gather performance data, Steib believes networks will increasingly sign on to offer national inventory on Google TV Ads for a more immediate reason: revenue. The system offers the potential to drive sales on inventory that’s difficult to sell, he said, by offering the opportunity to tap into a new base of possible clients.
