Over the last couple months, “Cheeses of France” – Everyday Perfect video ad unit (Created by HN Media) caught the eyes and the appetite of cheese lovers.
Cheeses of France used in banner video to promote brand awareness of its delicious cheeses including Bleu, D’Auvergne, Camembert, Comte, Brie, and Beaufort to markets in Chicago, Los Angeles, Miami, New York and San Francisco. The video ends with a sweepstakes promotion; share an experience with your favorite Cheese of France for a chance to win a dinner for two at a fine French restaurant such as Les Nomades in Chicago.
“WHY DON’T CLICKS CORRESPOND TO CONVERSIONS EVEN WHEN THE CONVERSION TAG IS ON THE CLICK-THRU LANDING PAGE?”
Conversions are highly prized in the marketing world, so MOJO tries to ensure the most accurate measurement of campaign performance.
To that effect, the platform intelligently manages information and de-dupes events prior to correlation. There are three reasons why clicks are not counted as conversions within a report.
1. Conversions are de-duped (filtered for duplicate events) before being delivered in reports, whereas clicks are not de-duped. MOJO treats conversion events as duplicates if they:
• come from the same client
• have the same name=value pair (e.g., orders=1, dollars=20.22)
• have the same Mediaplex Unique User ID (MPUID)
• occur within 30 minutes of each other
DAVE JOINED MEDIAPLEX IN APRIL THIS YEAR TO GUIDE THE DIVISION TO GREATER HEIGHTS. PRIOR TO HIS LAST POSITION AS CEO OF GIGYA, HE HELD A RANGE OF POSITIONS AT VALUECLICK FROM 2000 TO 2008 INCLUDING COO OF VALUECLICK, US MEDIA. WE INTERVIEWED HIM TO GET HIS PERSPECTIVE ABOUT MEDIAPLEX’S VISION AND PLANNING FOR 2012, AS WELL AS THE INDUSTRY IN GENERAL.
What brought you back to the ValueClick family and specifically Mediaplex?
Like Eric Schmidt stated at the 2011 IAB Annual Leadership Meeting, I firmly believe that Display advertising will grow to a $100+ billion market, and Mediaplex has untapped potential in playing a significant role in getting it there. It’s the one company with all the right parts needed to make scalable one-to-one marketing using Display advertising a reality. Most people know Mediaplex as a traditional third-party ad serving and rich media technology since 1998. Yet Mediaplex today also has a powerful Data Management Platform (DMP), Dynamic Messaging technology, advanced attribution analytics as well as a Demand-side Platform (DSP) product now in private beta. When you look at it, these really are the critical elements required to enable Display to be as significant of a marketing channel as Paid Search and Affiliate. And that is our vision, to scale Display while reducing customer acquisition costs. What brought me back is the opportunity to pursue this long-term vision with the amazing resources ValueClick, Inc. has in its people, technology, data, market position and strong financial position.
What specifically in the industry positions Mediaplex well?
It’s a perfect storm. I think through the 2000s, marketers saw Paid Search and Affiliate as the Holy Grail and relegated Display as kind of secondary, i.e. indirectly tied to revenue. A key driver in this marketing strategy was the broad market adoption of last-click attribution. As the online marketing industry was getting established, marketers needed to tangibly point to results and what caused them, and last-click attribution was and still is the easiest model used to attribute credit. But if you take a look at how people make buying decisions, Search is only one touch-point in the path to a conversion, and a lot of times it’s simply navigational after a purchase decision has already been made. In addition, some marketers have gone beyond last-click and added last-view attribution, and in doing so, have created inefficient incentives for their distribution partners, if left unchecked, to “cookie bomb” users.
While incorporating last-view attribution is an important first step forward, one of the significant trends in the online advertising market today is to apply more advanced analytics to online marketing in order to understand the role that each event (e.g., impression, click) in each marketing channel plays in a path to a conversion (or non-conversion). Mediaplex is the only technology available that provides near real-time cross-channel conversion correlation, and it’s these advanced analytics that help marketers move beyond last-click and last-view only attribution models and truly understand Display’s impact alongside other marketing channels on causing conversions.
For those Mediaplex clients who are interested in training, here is an updated schedule of our webinars. If you are interested in attending, please complete the registration form or contact your account manager.
Online Training Schedule
(Every Thursday at 10am PST/1pm EST)
Basic Adserver Training:
Per Mediaplex’s Fall MOJO Newsletter
“To deliver all the required individual creative by hand, rather than using MOJO, could have cost ten times what our client was spending on the campaign’s beta testing,” says Seth Hargrave, Media Director at Media Two, a digital media agency in Raleigh, North Carolina.
That client is Katzkin Leather, a manufacturer of aftermarket leather interiors for cars and trucks. Katzkin, who employs a compelling co-marketing partnership with car dealerships to sell their products, needed a dynamic display campaign to drive customers into showrooms.
Their vision was to use digital display media featuring their products that was geo-targeted to include their regional dealership partners. These ads would be deployed on sites like Edmunds, Kelly Blue Book and Cars.com giving both Katzkin and their dealer-partners greater expo¬sure to consumers in the market.
When Media Two first scoped out the project, they recognized two major challenges.
One was from the media buying and serving aspect. Car sites are larger and often have minimums that individual local ads could not have met, yet participating dealerships desired visibility on premium, guaranteed ad place-ments. The media buying team would have to leverage single insertion orders to properly target and individually serve each dealer ad.
November 2 – 212 – Harnessing the Power of RTB & DSP for Brands – New York, NY
November 2 – SFBIG – Advertising Hall of Achievement – San Francisco, CA
November 4 – Think LA – Luxury Breakfast – Beverly Hills, CA
November 7 – IAB – Ad Operations Summit – New York, NY
November 7 – OMMA – OMMA Display – New York, NY
November 8 – AIMA – The New Girls Club – Women in Marketing – Atlanta, GA
November 8-10 – Ad:Tech – New York, NY
November 10 – Think LA – Trends Breakfast – Los Angeles, CA
November 10 – CIMA – Chicago Interactive Awards Ceremony – Chicago, IL
November 10 – SFIMA – Tweet up w/SF Business Journal – Miami, FL
November 15 – DFWIMA – Mission Control Lunch Meeting – Dallas, TX
November 15 – Econsultancy Roundtable – New York, NY
November 15 & 16 – PHIMA – Social Media Plus – Philadelphia, PA
November 15 & 16 – AMA – Social Business and Social CRM – San Francisco, CA
November 17 & 18 – Digital Hollywood – New York, NY
November 17 – SFBIG – Hal Riney Icons of Marketing Dinner – San Francisco, CA
November 30 – Ad Age – 7th Annual Internal Comm & Situational Messaging Conference – Boston, MA