SAN DIMAS, Calif. - WebMetro, a top search marketing agency, shows real-world examples of how expertise in search marketing can catapult Facebook advertising into a major contributor of online sales.

In the session “Facebook Ads: Can They Promote More Than Just Likes?” at the AllFacebook Marketing Conference, WebMetro demonstrated how proven best practices and optimization of search marketing has been a catalyst to Facebook ROI.

Using core direct marketing strategies paired with the agency’s search marketing proficiency, a sample of results WebMetro has delivered its Facebook advertisers include:

• Cost-per-lead at 46% lower than the search channel with 45% more volume
• Cost-per-click 16% percent lower than Google and double-digit conversion rates that outreach search marketing conversion rates
• Return on advertising spend that surpasses the return from Google Display Network by 18%
• 177% revenue increase from Facebook within two months of campaign launch

“Facebook can really work at scale for direct response advertisers. It will not replace search marketing but it has proven to be a real driving force for online sales,” commented Michael Behrens, WebMetro Senior Vice President.

Behrens, a search marketing veteran and former naysayer of using Facebook advertising for direct response, shared some of the Facebook tactics the marketing agency has used for several WebMetro clients. He emphasized the importance of audience reach through segmentation, cost-per-click optimization through the power of creative, and the continuous testing of ad creatives and landing pages.

The AllFacebook Marketing Conference was held June 28-29, 2012, in San Francisco, California. The conference provided top digital media and marketing experts with revenue-generating solutions using Facebook marketing.

About WebMetro

Competitive brands seek WebMetro to create and implement successful online direct marketing strategies for increasing market share, lowering acquisition costs, and penetrating new markets. Founded in 1995, WebMetro has a longstanding reputation for helping its clients consistently outperform the competition. The online marketing agency provides search marketing, user engagement, and online media services. For more information, call 866.922.4632 or visit www.webmetro.com.

[cb type="company"]webmetro[/cb]

Related articles:

1. WebMetro to Present Advanced PPC Tactics at Search Marketing Expo – SMX Advanced Seattle Search Marketing Expo – SMX Advanced SAN DIMAS, Calif. –...
2. Adobe First Facebook Preferred Marketing Developer Qualified In All Four Facebook Marketing APIs Adobe Systems Incorporated (Nasdaq:ADBE) announced it is the first member...
3. Facebook Case Study: Path Interactive Uses Marin to Increase CTR on Facebook Ads by Over 35% Deploying Marin Software Drives Management Efficiencies and Improved ROI for...

Facebook Paid Advertising Generated 130 Percent Uplift in Purchase Behaviour on Asos.com in 4-Week Period Following Campaign Exposure

London, UK - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and Facebook today released the third white paper in The Power of Like series, The Power of Like Europe: How Social Marketing Works for Retail Brands, focusing on European retail brands such as ASOS, H&M, La Redoute, Topshop and Zara. This research illustrates how these popular consumer brands are utilising Facebook to deliver media impressions at scale, achieve brand amplification and resonance, and ultimately drive desired behaviours among key customer segments. The analysis leverages data and insights from the comScore Social Essentials™ and comScore AdEffx™ products. To download a complimentary copy of the report, please visit: www.comscore.com/likeEU.

“The findings from this study offer several valuable insights to brand marketers and advertisers who want to better understand the marketing effectiveness of their paid and earned media campaigns on Facebook,” said Mike Shaw, Director of Marketing Solutions at comScore. “With a framework for measuring the value and impact of paid and earned media campaigns, brands will gain the insights needed to optimize their social marketing efforts. While every campaign is unique and may vary in its ultimate effectiveness, this research demonstrates how Facebook marketing can be effective in reaching consumers and influencing their actual purchase behaviour.”

Key insights from The Power of Like Europe include:

• On Facebook in the UK, France and Germany, 32 percent of a user’s time is spent on the Homepage/News Feed, the primary location where branded content is consumed. While the News Feed is the main driver of branded exposure on Facebook relative to the brand page, only a small portion of Fans see content from a brand in a given week (across retail and other categories)
• Branded marketing messages delivered to Fans can be virally amplified to extend brand reach to Friends of Fans when Fans engage with the message (i.e. “like”, comment, share, check-in, etc.). European retail brands such as ASOS, H&M and Zara have the ability to disseminate marketing messages to up to 44 Friends of Fans for every Fan the brand has on Facebook.
• Friends of Fans often have slightly different demographic profiles to the core Fan base of a brand. Understanding where the differences lie provides brands the ammunition to strategically target these demographics and help engage them as consumers, and even drive them into the physical or online stores.
• Fans and Friends of Fans of retail brands (and other categories’ brands) often represent higher value customers. For example, ASOS fans were 3.6x as likely to visit the ASOS website than non-fans, which may be expected given their stated affinity for the brand. However, Friends of Fans were 2.7x as likely to visit the site as well, which may speak to both the inherent similarities between the Fan and Friend of Fan groups but also to the persuasive effects of earned media exposure on Friends of Fans.
• Not only were social impressions effective at generating positive brand engagement for ASOS, but paid impressions were also effective and achieving behavioural lifts. Facebook paid ads generated 130 per cent uplift in purchase behaviour on the ASOS website in the four weeks following ad exposure in comparison to consumers who were not exposed but had a similar affinity to ASOS (in terms of site visitation and purchase) as the test group in the four weeks prior to the advertising campaign.

Leading Fashion Retailers Highlight the Importance of 3rd Party ROI Measurement 
“ASOS has been at the forefront of Facebook marketing for many years, and in order to continue increasing investment it is crucial to have access to reliable ROI measurement,” said Fiona Marshall, Head of Marketing Womenswear, ASOS. “The recent research by comScore shows that ASOS experienced a substantial uplift in site visits and online purchasing as a result of our paid advertising on Facebook.”

“Facebook is an important element of our marketing strategy and as comScore underlines in its most recent research, social media can be very effective at delivering branded impressions at scale and ultimately driving additional potential customers to our site,” said Nicolas Perignon, Social Media and M-commerce Marketing Manager, La Redoute.

About comScore 
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

[cb type="company"]comscore[/cb]

Related articles:

1. GraphEffect Unveils GraphEffect 2.0, the Most Comprehensive Social Media Management Platform That Integrates Paid, Owned and Earned Media on Facebook GraphEffect, a social marketing software company, announced the launch of...
2. IgnitionOne Introduces Integrated Earned and Paid Facebook Ads Management Solution IgnitionOne, the global leader in digital marketing solutions, and Facebook®...
3. comScore Social Essentials Enables Brands to Quantify Social Media Impressions and Incorporate into Marketing Mix Measurement Breakthrough Measurement Capability Reports Social Media Reach, Frequency and GRPs...

New Research from Pretarget and comScore Suggests that Buyer Conversion is More Highly Correlated with Ad Viewability and Hover than with Clicks or Gross Impressions

SAN FRANCISCO and RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and Pretarget, the intent targeting company, today released results of an online advertising study which found that ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions.

“Your ad being seen matters more than your ad being clicked – if you have a back-end conversion metric,” said Pretarget Founder Keith Pieper. “After all, what good is an ad that can’t be seen? It’s intuitive that an ad must be seen to make an impact, and it’s even more intuitive than someone hovering and engaging with an ad might convert, even absent a click.”

Research Methodology & Approach

To arrive at these initial findings, Pretarget analyzed 263 million impressions over nine months across 18 advertisers in numerous verticals. Pretarget used comScore validated Campaign Essentials™ (vCE) to collect viewability and hover data and a DSP to collect click and cookie-based conversion data. Pretarget then performed a Pearson correlation analysis of the data, including gross impressions, “views” (75 percent of ad within screen, either above the fold or after scrolling)*, time in-view, hover/engagements and total hover/engagement time, clicks and conversions.

Traditional display ad impression measurement and reporting simply verifies the number of ads that were sent by an ad server to a user’s browser. For a variety of reasons, this way of counting impressions does not ensure that the ad ever rendered within a browser. In addition, ads can load below the fold (requiring a user to scroll down), which means that most users will probably never see the ad unless they scroll down. In the worst cases, some ads load within 1×1 pixels and therefore never render as viewable impressions.

Research Findings Show Ad Hover Most Highly Correlated with Conversion

The research findings indicate that the traditional way of buying mass impressions and hoping for conversions (aka “spray and pray”) is not the most effective approach. The results showed that ad hover/interaction (correlation = 0.49) and viewable impressions (correlation = 0.35) had highest correlation with conversion, while gross impressions (correlation = 0.17) was significantly lower. Perhaps most interestingly, clicks (correlation = 0.01) had the lowest correlation with conversion, far under-performing all other metrics analyzed in the study. These findings suggest that advertisers and media planners ought to break their addiction to clicks and instead look to more meaningful metrics for evaluating campaign performance.

“The Pretarget study helps illuminate several critically important findings for the digital advertising community,” said Kirby Winfield, SVP of Corporate Development, comScore. “First, it once again demonstrates the perils of relying on click-throughs for measuring the performance of display ad campaigns, with this metric showing virtually zero correlation with total conversions. Secondly, it highlights why the viewable impression – which is now easily measurable through vCE – is significantly more meaningful than the unvalidated impression. Finally, this study shows why other non-click metrics of engagement, such as interaction or hovering, may be much more important in evaluating campaign performance than the click ever was. It’s time to start measuring the impact of campaigns using metrics that really matter, not just the ones that are most easily measured.”

The Pretarget analysis supports several third party studies with consistent conclusions. MediaMind “2009 Benchmark Report” released in July 2010 found that “on average, increasing Dwell [hover] from 5% to 15%, increases conversion rate by 45%, from 0.4% to 0.6%.” Casale Media’s 2011 “Ad Visibility Report,” found that “ads appearing above the fold were 6.7x more effective at generating conversions than those appearing below the fold.”

Pretarget previously found that approximately 89 percent of display ads on its network load above the fold or appear after a user scrolls down, creating an opportunity for a user to see the banner. Pretarget’s position paper is available for download at http://www.pretarget.com

To participate in additional research as part of a broader study, please contact info@pretarget.com

*The Making Measurement Make Sense (3MS) defines “in-view” as 50%+ of the pixels of an ad being visible in the browser, and comScore vCE adheres to this definition for its typical definition of “in-view”. The Pretarget studies, however, used a more conservative in-view requirement of 75% visibility.

About Pretarget
Pretarget offers keyword based intent ad targeting using patented and patent-pending internet search and behavioral algorithms that reach users “ahead of the click”. Pretarget’s hybrid contextual-behavioral targeting complements existing search and retargeting campaigns with custom keyword based segmentation. No site tagging is needed. Pretarget is well suited for online advertisers who have maxed out search, find site retargeting offers little scale, are fiercely competitive and see the value of an ad impression.

About comScore validated Campaign Essentials (vCE)
vCE is a holistic solution for complete campaign delivery validation and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, to the right audience, in the right geography, in a brand safe environment and absent of fraudulent delivery. vCE reports on reach and frequency, comprehensive demographics and behavioral segments. This measurement eliminates all impressions that never had a chance to make an impact, providing a more realistic and accurate picture of campaign delivery.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

[cb type="company"]comscore[/cb]

Related articles:

1. mediaFORGE Takes Action on Engagement mediaFORGE, the only engagement-based display company, announced today that its...
2. Specific Media Launches First Annual Benchmark Study Proving Display Ads Drive Consumers to Search Proprietary Research Leverages comScore Data Spanning 60+ Specific Media Campaigns...
3. comScore Introduces validated Campaign Essentials™ (vCE) in Canada comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital...

NEEDHAM, Mass. – In4mation Insights (www.in4ins.com) announced that its co-founders and partners Mark Garratt and Steve Cohen, along with Dr. Rafael Alcaraz, Vice President, Global Analytics, The Hershey Company (www.thehersheycompany.com), will be presenting at the ESOMAR World Congress, taking place in Amsterdam from September 18-21, 2011.

Messrs. Garratt, Cohen and Alcaraz are participating in the “Achieving ROI through Superior Modeling” track and will be presenting “From brilliant to actionable – it takes technical brilliance and constant questioning to achieve the truly actionable in Marketing ROI”.

This presentation will describe the collaboration between The Hershey Company and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. This is an ongoing engagement where optimization requires that we constantly adapt to changes in the marketplace, macroeconomics and internal priorities.

The development of new-to-the-world Bayesian statistical methods, coupled with scalable and speedy software run using parallel processing on the “cloud”, will be addressed. Results have then been placed in a marketing enterprise-wide simulation model, where the findings have been pressure-tested by senior executives. The presentation will document how a close relationship between a savvy client and advanced modelers led to groundbreaking results.

“We continue to be inspired by the possibilities of integrating Bayesian analytics and the optimization of marketing mix on the largest possible scale, and against an increasing awareness of understanding of the interdependencies in data,” said Mark Garratt.

About In4mation Insights

In4mation Insights is an internationally recognized firm in the marketing research and analytics field and is known for its industry-leading theoretical and practical leadership and advanced technology. The firm’s practice leaders each have more than 30 years experience in consumer research, data analytics, modeling and technology to deliver answers related to Pricing, Marketing ROI, New Product Development, Market Structure and Consumer & Market Segmentation. One of the firm’s key differentiating capabilities is the use of Bayesian techniques, which enhance the potential value of consumer and market data. The firm has a global footprint and has worked with a number of Fortune 200 companies; their experience includes industries such as consumer goods, IT, Telecom, Financial Services, and Media.

For more information, please visit www.in4ins.com.

Related articles:

1. ARF 2011: uSamp’s Chuck Miller to Join Industry Leaders in Discussing How Social and Mobile Media Data Can Help Businesses ‘Speed Up’ Marketing Insights Experts from Coca-Cola, L’Oreal, Sesame Street and Taco Bell to...
2. WPP and Omniture Launch Partnership to Improve Marketing ROI Will collaborate in client development, technology, new products and the...
3. JB Chicago Launches Industry’s First Social Media Tool to Drive and Measure ROI Axe Deodorant and Tetra Pak use “Social Mushroom” approach to...

Partnership with OptiMine Enables Search Marketers to Significantly Increase Paid Search Performance

SAN JOSE, Calif. – Adobe Systems Incorporated (NASDAQ:ADBE) today announced that Adobe® SearchCenter+, a comprehensive search marketing management system within the Adobe Online Marketing Suite, has added keyword performance predictive analytics through a partnering agreement with OptiMine Software, Inc. This agreement will enable search marketers to achieve significant increases in paid search performance (i.e. higher return on ad spend, increased leads, higher conversion rates, increased revenue, greater profit per keyword, etc.). Tests done with search marketers using OptiMine’s keyword modeling have shown improved performance of 25 percent or more.

“Digital marketers are examining their paid search spend in the context of many other digital channels, like social, display and email,” said John Mellor, vice president of business development, Omniture Business Unit, Adobe. “Having the ability to predict the return on paid search becomes critically important when deciding on marketing mix and budget allocation. SearchCenter+ helps our customers spend their paid search budget on keywords that will impact the metrics most important to their business.”

The addition of OptiMine predictive keyword analytics to SearchCenter+ is particularly powerful for Adobe customers because SearchCenter+ captures the actual performance of each keyword in every one of the customer’s paid search campaigns. The OptiMine algorithms will now leverage SearchCenter+ keyword performance data, giving these algorithms a highly valuable data source to more accurately predict keyword performance and automatically generate optimal bids accordingly. Adobe customers can begin adding this new feature to their SearchCenter+ contracts immediately.

“We are delighted to partner with Adobe SearchCenter+ and believe the relationship validates the significant customer returns generated through our unique ability to automatically model every keyword,” said Jim Moar, chief executive officer, OptiMine. “The integration of our automated bid optimization coupled with SearchCenter+’s robust data will enable Adobe’s Online Marketing Suite customers to be even more successful.”

About the Adobe Online Marketing Suite

The Adobe Online Marketing Suite, powered by Omniture®, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, email, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Related articles:

1. Omniture SearchCenter Automates Keyword Discovery to Reduce SEM Costs and Increase Conversion SAN JOSE, Calif. – Omniture, an Adobe company (NASDAQ:ADBE) and...
2. Omniture Releases SearchCenter Plus; Unifies Social Media Analytics and Ad Targeting LONDON – Omniture Summit EMEA 2010– Omniture, an Adobe company...
3. BrightEdge Announces Adobe Genesis Accredited Integration with Adobe Digital Marketing Suite BrightEdge and Adobe Genesis collaboration delivers seamless integration between BrightEdge...

Company’s cross-media measurement solutions bridge gaps in traditional ad performance measurement to deliver faster, more accurate consumer insights

SAN FRANCISCO – Symphony Advanced Media, part of the Symphony Technology Group (STG), has announced their recent company launch. Symphony Advanced Media (SymphonyAM) provides cross-media advertising performance analytics and consumer insights to empower brand advertisers to make more efficient media allocation and segmentation decisions and track the performance of their live campaigns for a higher return on investment (ROI) on their media spend.

“As new media platforms emerge, brand leaders must navigate an increasingly complex array of options to engage and influence consumers. It’s more imperative than ever for marketers to fully understand how their media investments—strategically and down to the campaign level—are impacting their brand value and bottom line,” said SymphonyAM CEO Manish Bhatia. “SymphonyAM enables advertisers to get the full value out of their media investments with the right set of fast, actionable, granular insights.”

SymphonyAM recently expanded with the acquisition of San Francisco-based Factor Technology Group, a leading provider of advertising effectiveness measurement. Founded in 1999, FactorTG has executed more than 5,000,000 brand effectiveness surveys for global clients across the media, agency, automotive, CPG, financial services and pharmaceutical categories.

“Over the last two years, we have developed a great partnership with FactorTG to help our clients measure and optimize their advertising effectiveness,” noted Paul A. Pereira, vice president of analytics & search engine marketing at Hill Holiday. “We look forward to expanding this relationship and leveraging SymphonyAM’s access to even more consumer insights data.”

“SymphonyAM provides us with critical insights to help us understand the delivery and accountability of our direct-to-consumer media mix,“ said Pamela Stewart, director of consumer market research at Shire Pharmaceuticals. “We are pleased that FactorTG is now part of the larger Symphony Advanced Media organization and we are looking forward to a strengthened partnership.”

SymphonyAM’s advertising effectiveness measurement solutions utilize a unique methodological approach to combine qualitative consumer data with robust quantitative data. The result provides relevant and comprehensive insights about cross-media campaign performance—even on very short, live campaigns. This methodology enables SymphonyAM to address key shortcomings commonly found in traditional advertising measurement approaches, such as slow reporting and the inability to measure low-weight media.

SymphonyAM’s leadership team is comprised of seasoned executives from television, Internet, mobile, social media and consumer research organizations. SymphonyAM is headquartered in Palo Alto and San Francisco, CA, with offices in Princeton, New Jersey and New York City.

About Symphony Advanced Media

Symphony Advanced Media helps clients optimize their integrated channel strategies and media options to rapidly improve campaign performance, increase efficiency and drive more consumer response.

SymphonyAM’s analytics solutions combine behavioral data and survey-based solutions to provide actionable strategic insights on advertising performance across all media, including online, TV and mobile. Clients include leading global brand advertisers in the media, automotive, financial services, pharmaceutical, consumer packaged goods and telecom industries. Learn more about SymphonyAM at www.symphonyam.com.

SymphonyAM is part of part of Symphony Technology Group (STG), the global leader in marketing intelligence whose portfolio of companies include Symphony IRI, Teleca, and EYC.

Related articles:

1. Symphony Advanced Media Launches Analytics Insights Portal for Agency, Advertiser and Media Clients Symphony Advanced Media (SAM), a provider of cross-media advertising effectiveness...
2. Adometry Launches Ad Analytics Suite for Online Advertising Measurement and Optimization New Analytics Offering for Display & Search Advertising Tracks Audiences...
3. BlueKai TrackSimple Offers Centralized Dashboard for Campaign Performance Visibility and Measurement Aggregates All Campaign Data from Any Media Source Including DoubleClick,...

“BuzzPlanner” helps advertisers instantly improve brand metrics and ROI at scale, leveraging online conversations with custom, rich and standard media placements

Enhanced input – system upgrades include the ability to analyze specific brand goals and translate them into conversation targets that deliver greater ROI
Improved output – plans not only define the best URLs to advertise on, but now includes the ability to scale, as well as to identify the opportunity size and additional conversation target opportunities

SAN FRANCISCO – BuzzLogic, an online media company that improves brand metrics and ROI through its scaleable media index and analytics platform, has upgraded BuzzPlanner, its conversational media planner and key buying component of its online advertising platform. Updates to BuzzPlanner include the ability to: 1) input specific brand goals which generate hundreds of URLs that can be targeted with ads, 2) optimize the placements according to conversation change metrics, and 3) scale the media plan to maximize return.

After inputting a query based around specific audience and campaign objectives, the planning module intelligently ranks and outputs hundreds of URLs for targeted ad placement, which the company then places on behalf of the brand. BuzzPlanner also allows the company’s media team to optimize during the campaign as it uncovers more dense, relevant and higher reach conversations to greatly improve ROI.

For example, a consumer package goods (CPG) company looked to target a seasonal product to audiences nostalgic about autumn. After utilizing BuzzLogic’s index and analytics module to identify the genesis of relevant discussions around autumn, the BuzzPlanner then generated a customized media plan to reach millions of potential customers across several hundred URLs. Specifically, BuzzPlanner found both traditional autumn sites around holidays, as well as those pointed toward Fall TV show premieres, football and leaf peeping. Once the plan was implemented, the campaign was optimized. The BuzzLogic program was the highest performing element of the brand’s buy based around this campaign.

“We did business with more than 70 of the Fortune 1000 companies last year providing them the ability to improve ROI through our integrated solution using conversational metrics as our levers of optimization,” said Dave Hills, BuzzLogic’s CEO. “In a world where all content is social and conversations take place throughout the visible Web, the improvements to BuzzPlanner help scale and optimize media plans and buys for the highest return.”

BuzzLogic can uniquely produce and place a customized, horizontal media plan across the visible web reaching 208 million people, according to Comscore. The company’s proprietary tech platform utilizes indexing and ranking, versus cookies or other user targeting techniques.

About BuzzLogic

BuzzLogic’s proprietary index of content, unique analytics and scalable media capabilities enables brands to identify, impact and measure increases to their online brand persuasion. The company’s all-in-one technology platform combines indexing and analytics to determine which conversations are most critical to advertisers; it allows for scaleable media placements using standard rich media and custom ad units, and ensures the greatest return via optimization and reporting.

BuzzLogic’s clientele includes Proctor & Gamble, Toyota, Best Buy, PlayStation, Microsoft, and Starbucks. BuzzLogic is headquartered in San Francisco with offices in New York, Chicago and Los Angeles. For more information, visit www.buzzlogic.com.

Related articles:

1. BuzzLogic Launches Conversational Advertising Dashboard for Brands and Agencies Tool Provides Transparency, Control and Deep Insights When Targeting Ads...
2. BuzzLogic Announces Spectrum: an Online Advertising Platform For Page-Level, Real-Time Delivery of Emotive-Based Ads - Emotive-based targeting based on a deep understanding of a...
3. BuzzLogic Launches Premium Ad Network for Bloggers New Conversation Ad Network™ targets influence and rewards bloggers based...

NEW YORK – Online targeting platform leader [x+1], www.xplusone.com, announced it has promoted Leon Zemel to the position of Chief Analytics Officer and Greg Pier, to that of Senior Vice President, Platform Implementation and Production Support. Zemel had been Executive Vice President, Analytics, and Pier had been Vice President, Product Management.

Zemel, who came to [x+1] in 2004 from Digitas, has led the company’s analytics practice and been the innovator of [x+1]’s analytic offerings for site personalization and media optimization, including the development of its patented Predictive Optimization Engine (POE™). In this expanded role, Zemel is charged with leading the expansion and enhancement of the company’s multi-touchpoint analytics offerings, including cross-channel attribution (search, display, e-mail, etc.), audience targeting and optimization in emerging digital channels (e.g., social, mobile, video), and leveraging the Open Data Bridge for integrated third-party and first-party data.

Pier, a former Doubleclick executive who also came to [x+1] in 2004, will oversee development of the Media Platform for both pre-purchased and exchange-based digital media. The Platform enables a single point of management for all campaign buys and allows one-click access to bidding on exchange-based inventory. It also connects to all available biddable inventory, ensuring that ads are shown to a company’s target audience and purchased at the right price to deliver the most efficient media buy possible.

“Because we recognize the critical importance of our robust analytics and our Media Platform, we will continue to grow our teams around the ways that will best help clients expand their business,” said John Nardone, Chairman and CEO of [x+1]. “Given their deep expertise and service focus, as well as their industry savvy, no two people are more suited to lead this charge than Leon and Greg. We look for great things as they help [x+1] continue to set the standard in shaping a more personalized Internet as the leading online targeting platform.”

About [x+1]

[x+1], the online targeting platform leader, maximizes the return on marketing investment (ROI) of websites and digital media using its patented targeting technology. Providing the first end-to-end digital marketing platform for advertisers and agencies, it optimizes engagement rates and lift conversion in both media and on websites. Its predictive marketing solutions enable automated, real-time decision making and personalization so the right advertisement and content is delivered to the right person at the right time. Top companies in financial services, telecommunications, online services and travel have significantly increased the performance of their digital marketing using the services of [x+1]. The company is headquartered in New York City. For more information, please visit www.xplusone.com; follow us on twitter @xplusone.

Related articles:

1. Marketing Analytics Expert Bill Seely Returns to [x+1] as Vice President of Analytics Seely brings deep expertise in analytics and strategic thinking to...
2. [x+1]‘s New Reach/Frequency Manager Analytics Tool Enables Improved Digital Media Performance NEW YORK – Online targeting platform leader [x+1], www.xplusone.com, announced...
3. New Version of POE from [x+1] Provides Impression-by-Impression Bidding on Exchange, Non-Exchange Ad Inventory Through Intuitive UI Marketers, agencies gain greater flexibility and control over digital media...

Leading Trade Groups Take on Top Industry Challenge; Bain & Company and MediaLink engaged to support the effort

PALM SPRINGS, Calif. – Three advertising trade groups have launched a major initiative to lead the industry in developing digital metrics and cross platform measurement solutions, with the goal of enhancing marketing and media management decision-making. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry.

The initiative entitled “Making Measurement Make Sense” is a joint undertaking of the IAB (Interactive Advertising Bureau), the ANA (Association of National Advertisers) and the 4A’s (American Association of Advertising Agencies). These organizations, which represent the entire value chain in marketing and advertising, have engaged the management consulting firm Bain & Company and the strategic advisory firm MediaLink, to support the initiative.

The absence of a consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. “Making Measurement Make Sense” has three primary objectives:

- Define standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying and evaluating of digital media:
- Analyzing the current digital measurement situation from a business perspective
- Defining a common currency for measuring online exposures
- Developing generally accepted standards for brand impact measurement online
- Creating an effective methodology for cross media measurement
- Drive industry consensus around the solutions:
- Gaining stakeholder input and driving consensus around the solution
- Engaging industry leaders to champion the measurement process
- Establish a measurement governance model which encompasses:
- Creating a structure for an ongoing measurement governing body
- Establishing a governance and standards-setting process
- Developing an implementation plan for the roll-out of metrics, standards and management structure

“As more consumers have migrated to digital media, marketers have sought to follow them by deploying interactive campaigns,” said Sherrill Mane, SVP Industry Services, IAB. “The ‘Making Measurement Make Sense’ initiative gives the industry the opportunity to understand how to follow and connect with the consumers targeted by these campaigns, and how to measure both within digital and across media platforms.”

“It is indeed time for the industry leaders to develop a ‘currency’ that is widely and consistently accepted and adopted,” said Bob Liodice, President and CEO, ANA. “Online media has an abundance of metrics, but none that serve as currency across the ecosystem. This process will allow the industry to use consistent measurements to evaluate a program’s return.”

“The leading marketing and media trade organizations have united to spearhead an ecosystem-wide solution to many of the critical issues in measurement,” said Nancy Hill, President-CEO, 4A’s. “The confusion in this area has added costs to advertising agencies, which have been forced to use, subsidize and staff around increasing numbers of metrics and data in order to plan, purchase and post-analyze their media buys. This initiative will streamline and simplify those processes.”

Newspaper Association of America (NAA) has joined the “Making Measurement Make Sense” initiative as a supporter, and outreach to the rest of the advertising ecosystem is ongoing.

This initiative is intended to expand and accelerate the work done to date by the IAB and the Media Rating Council (MRC), which have developed some standards for digital measurement including Audience Reach Measurement Guidelines and Click Measurement Guidelines.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

About the 4A’s

The 4A’s is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country. The 1,200 member agency offices served by the 4A’s employ 65,000 people; offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry’s spokesperson with government, media, and the public sector. For more information, visit the 4A’s Web site at www.aaaa.org.

Related articles:

1. Leading Marketers, Agencies and Publishers Agree on Ground-Breaking Guiding Principles of Digital Measurement NEW YORK, NY — The ANA (Association of National Advertisers),...
2. IAB and Mobile Marketing Association Announce “Mobile Web Advertising Measurement Guidelines” Joint Project Provides Agencies, Marketers and Other Ecosystem Members with...
3. IAB Issues Audience Reach Measurement Guidelines; Standardizes Key Industry Metrics Consensus-Based Initiative Enhances Accuracy for Interactive Advertising ORLANDO, Fla. –...