Mediaplex's MOJO Blog

I will add more events as they become available

Jan 8-12 – Affiliate Summit West, Las Vegas, NV
Jan 9-11 – Digital Hollywood at CES, Las Vegas, NV
Jan 12 – BMA Chicago- Business Marketing, Chicago, IL
Jan 12 -  Gridley’s 11th Annual IDEA Conference, New York, NY
Jan 12 -  SFIMA Power Networking & Personal Branding, Pompano Beach, FL
Jan 12 – AMA Search Engine Optimization, San Diego, CA
Jan 11-13 -  Real Estate Connect, New York, NY
Jan 15-18 – National Retail Foundation, New York, NY
Jan 18 -  WAA Web Analytics Symposium, Los Angeles, CA
Jan 18-19 – AMA Social Media for B2B, Las Vegas, NV
Jan 19 – ThinkLA Thirsty Thursday, Hollywood, CA
Jan 25 – AiMA “Online Video“, Atlanta, GA
Jan 26 – PHIMA Football Happy Hour, Philadelphia, PA
Jan 26 – DFWIMA Political Advertising in a Digital World – Dallas, TX
Jan 26 – Digiday DPA Awards
Jan 30-31 – All Things D: Dive Into Media, Laguna Nigel, CA

Campaign: Live the Legend
Format: Custom, Expandable, Floating
Advertiser: Republic of Peru – Commission on the Promotion of Peru for export and tourism – PromPeru
Campaign Info: Peru Tourism Board makes a convincing argument why you should come and visit Peru and all of the spectacular sites through the MOJO Max unit. The 300×250 banner expands to a floating overlay which displays a beautiful slide show. Each image clicks out to a unique landing page, directing the user to more information about that particular destination in Peru.

Click on the ad to see it in action:

Campaign: Straight Up Gas
Format: Custom
Advertiser: ARCO Seattle
Campaign Info: In most Seattle locations, ARCO gas now accepts credit cards, which means the $0.45 debit fee is no longer applicable when you purchase gas. This social unit points users to their local Seattle ARCO gas station through the Google map overlay.

Click on the ad to see it in action:

Mediaplex offices will be closed on Friday, December 23rd and Monday, December 26th for the winter holiday. Mediaplex offices will resume normal operating hours on Tuesday, December 27th through Friday December 30th. Mediaplex offices will be closed on Monday, January 2nd in observance of New Year’s Day and resume normal operating hours on Tuesday, January 3rd.

Client Impact:
Access to MOJO Adserver, MOJO Mail, MOJO SEM and MOJO Reports will be available throughout the holidays.

Support requests sent to customersupport@mediaplex.com during the above holidays will be addressed on Tuesday, December 27th and Wednesday, January 3rd.

Campaign: Experience a Brilliant Run
Format: Custom, Polite, Video
Advertiser: Mizuno
Creative Agency: Media Two
Campaign Info: This in banner video ad allows you to see the brilliance of the Wave Rider 15 athletic shoe by Mizuno.

Click ad to see it in action:

Campaign: AAA Fall Travel
Format: Custom, Expandable
Advertiser: AAA
Creative Agency: Overdrive Interactive
Campaign Info: AAA paired up with their partner sites to promote special offers through this interactive expandable banner. Drag the camera over different areas of the expanded panel to view a close up of f the fun you can have on your next vacation!

Click on the ad to see it in action:

As written by Tom Leadbetter from our UK Office

I noted via Masahable the other day that Twitter is putting out some new terminology – CPF (cost per follower) and CPE (cost per engagement). Ignoring the obvious need for more three letter acronyms in the industry, if the cost of a follower is between $2.50 to $4; what is the value of the follower?

There are plenty of sites out there that offer free followers – if you follow them; they will follow you back etc.

However, no business would go this route – quite rightly so, as that follower’s value is “0”, they are not going to recommend your product nor are they likely to purchase. So if the minimum spend is $15k over 3 months, at $4 a pop – this translates as 3,750 new followers.

But will you see a return on this amount?
Read more…

As a statistician who has spent most of his professional life building & working with predictive models in various marketing settings, I couldn’t help but smile as I read this article on predictive modeling in digital marketing (Diener & Kidd on marketingprofs.com). After all, who doesn’t like hearing their life’s work trumpeted as the next big thing in digital marketing?

Cutting through the hyperbole, it’s true that the rise of “big data” is going to quickly raise the need for “big analysis” … and that’s a lot harder than just shoving data down some magical software solution. I’ve been telling anyone who’d listen for several years now that the growth of technology in our industry to track and store data has far outpaced the growth in our ability to appropriately analyze and understand that data. Many advertisers & agencies today are outsourcing critical quantitative analysis, or have turned to SaaS/3^rd party software solutions to do their thinking for them. That scares the living daylights out of the statistician in me.

Here’s the straight, scary fact: the number of advertisers & agencies out there with the human knowledge base to truly understand the necessary statistical concepts & how to apply them appropriately to the data they are generating is shockingly small. However, the amount of tools that make it easy to “make models” and “conduct analyses” without having any substantive critical knowledge about what these statistical methods actually do is very large (and growing). It’s possible that the growth of the latter is both in response to and the continuing cause of the former. In any case, it’s not a trend I’d like to encourage.

My analogy for you is this – walk into any home improvement/DIY store, and you can buy any number of fancy power tools that make driving nails, cutting boards, etc. easy enough that almost anyone could do it. Does that mean you’d trust just anyone then to build your house for you, simply because they have the tools to do so? I should think not! Data analysis is a contact sport – you need to understand your data, understand your methods, and think critically about how to structure your analyses to get appropriate answers to your business questions. Even if you choose to outsource the dirty work here, someone within your organization needs to be able to speak the statistical language and understand the plan of (analytical) attack.

Amazon’s recent détente on retailers brought up an interesting aside for me. As you may have heard, their Price Check mobile app has caused quite the stir with in-store, brick and mortar retailers. The concept is that you walk into a store, scan the bar code on your phone, and the app lets you check pricing on Amazon and even place an order, and you leave empty-handed out of that expensively-leased building with knowledgeable clerks. The value is that you can hold a product in your hand before you order it, then get best price – something you likely would have done anyway. But in this case, there’s an Amazon kiosk in the palm of your hand.

While it reflects the cruel Machiavellian nature of the web, it’s also incredibly effective, transaction-oriented marketing.

The online and offline worlds have always had a hate-hate relationship. You think back to the days when e-commerce started and we were sure entire stores with shut down. Well, they did. Good-bye, Borders. See ya later, Tower Records. Thanks for all the memories of lost Saturday afternoons flipping through boxes to find the Clash’s London Calling on vinyl. Some of us may remember that before they were called “conversions,” they were called “sales.”

Okay, enough nostalgia… This is a blog about online advertising.

Read more…

For those working in online adverting, especially retail, it has been quite a ride.  Check out this infographic that we found yesterday on the ”Colder Ice” blog.