Thursday, May 21, 2009

The ability to run a display advertising campaign that can match the ROI of my search marketing spend is a potentially game-changing proposition



What is Marketing? Is marketing about tricking the mind to pay attention to a brand, or about delivering content that is relevant. Is it about finding out of green or blue works best to have the call-to-action stand out? Or is about bringing value to the customer and establishing a conversation?
New Technology from Yahoo apparently deliveres 20x ROI on Display campaigns, and is similar to Search campaigns for HP ... let's for a second assume that this is true. This means that we have users that are not actively searching for a brand becoming 20 times more likely to stop what they are doing and click on a display ad, a trick of mind I say. People that search are the very bottom of the purchase funnel, and anyone that claims display is close to that have misunderstood the value of a display campaign. On the other hand, standing out from the clutter is of outmost importance.
Here's how I think it works. Premium inventory equals brand awareness, and brand awareness equals conversions of paid or organic Search.

I do believe in and applaud the Yahoo Smart Ads as they are likely to help their ROS and DR clients, but HP?

Thanks,
Troels Smit - http://bizmondo.blogspot.com/

Tuesday, May 12, 2009

iPhone and Blackberry apps, how to create adoption

An interesting story on MediaPost today talks about whether or not marketers should be developing apps as part of reaching certain market segments.

The question is, how do you create adoption? A good answer might be: Run a mobile display campaign to create awareness and installs. However:

How do I measure and optimize my mobile campaign with regards to installs and downloads?

The issue here is that mobile devices don't cater for the same cookie technology as online. So custom solutions must be developed for the mobile market. 3rd party ad servers have made little progress on this front, but the first one to solve this and package a solution will have a big advantage in taking over the mobile market.

Who will be the first ad server to provide conversion based optimization technology for mobile?

Send me an email if you want to partner with EB on developing this solution.

Wednesday, May 6, 2009

If print is not dead now ... I'll buy you a beer



Amazon has announced their new Large-Format Kindle. Looks like the price will be more than $450.

Will it be 2009 or 2010 that we see a free ad based version ?

Thanks for reading, Troels Smit
http://bizmondo.blogspot.com/

Monday, May 4, 2009

That almost gets us to what people thought computers would be able to do 50 years ago

Just had a chance to read up on Wolfram Alpha, the new Search Engine.
Link: http://www.wolframalpha.com/



Doubt that it works, if it does then it needs to be combined with Augmented Reality ASAP. Geeking aside, this might be a great opportunity for contextual and low funnel, high ROI, advertising.

How can they differentiate themselves from Google in terms of advertising?

-Troels Smit

Sunday, May 3, 2009

Are you ingesting mass quantities of low-quality information?

Speaking about Twitter, the starting point of a powerful global conversations relevant to your network of followers, I today noticed the majority of AdAge articles mentioning this service.

The reasons I don't like twitter are many, more than anything the high amount of infobesity brought to the internet through the service.

"Ingestion of mass quantities of low-quality information"

In addition the fact that there is nothing innovative or new about the whole ordeal makes my toes twitch. For example see the screenshot of BBS services doing the same thing 15 years ago.

What other "soups cooked on old bones" opportunities VCs will bring the internet?
On this note I would like to mention a campaign from "Dentyne" - The Times. The campaign talks about the value of interacting and having a conversation, not in the midst of autonomicity and infobesity, but face to face.
Going back to the roots, this is new, this is hot, and we know it works!
-Troels Smit