Trueffect's People-Based Digital Marketing Blog

Why Cross-Channel Identification is Key to Successful Super Bowl Marketing

Posted by Ana Neumann on Fri, Feb 5, 2016 @ 12:12 PM

We are only two days away from Super Bowl 50! Team Trueffect is #UnitedinOrange and ready for our Broncos to bring home that Lombardi Trophy once again...

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The world of marketing has changed significantly since the last time the Broncos won the Super Bowl. Long gone are the days of creating a memorable 30-second piece of content and calling it a day. Today, marketers are tasked with developing a cross-platform experience, loaded with ways for consumers to interact with their brand. 

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Identifying Cross Channel Audiences Key to Marketers in 2016

Posted by Nina Piccinini on Thu, Jan 28, 2016 @ 01:12 PM

mediapostlogo.pngTeam Trueffect attended the Digiday Retail Summit this week and a key takeaway for us at this event and others is the direct input and feedback we receive from marketers just like you. As part of our presence, we supported the Challenge Bar. It’s a simple concept... Marketers have the opportunity to post about the most pressing challenges they are facing today and then discuss them with our team in addition to their peers in a networking setting.  Not surprisingly, two themes that continued to come up in our discussions were – cross channel measurement/attribution and data privacy

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On-Site at AdExchanger's Industry Preview 2016!

Posted by Ana Neumann on Wed, Jan 20, 2016 @ 01:33 PM

ip16-sign-logo-244x2441.jpgCurious about the future of digital marketing technology and what to expect in 2016? Look no further! Our CEO Alex Yoder & EVP of Business Development Robert Hess are in New York at AdExchanger's Industry Preview this week and will be sharing all of the insights and predictions live! 

Be sure to follow us on Twitter @Trueffect_Tweet for full coverage of this exciting event. 

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Clients, We've Got News for You! Media Ocean Integration Update

Posted by Ana Neumann on Wed, Nov 4, 2015 @ 09:00 AM

Trueffect’s technology integration with Media Ocean’s digital media management platform, Prisma, provides clients like you access to seamless, end-to-end campaign planning, execution and optimization.

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Here at Trueffect, we strive to constantly enhance our offerings based on your direct feedback. With this goal in mind, beginning next week we will be automatically migrating all customers using Prisma in conjunction with TruAdvertiser to the latest version of this technology integration. 
 

While this automatic migration will not cause any disruption or noticeable changes to your current workflow, it will provide the option to enable additional features currently available within Prisma.

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With Data Becoming A Currency, Brands Need to Sharpen Their Analytics Skills

Posted by Ana Neumann on Thu, May 28, 2015 @ 12:52 PM

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We’re back on the pages of AdExchanger with our latest byline: With Data Becoming a Currency, Brands Need to Sharpen Their Analytics Skills. The piece focuses on how critical clean data sets are to the overall marketing funnel, the use of First-Party data, leveraging small data sets and the importance of training teams who hone in on this data and use it as a valuable, competitive asset. Read on below: 

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Important MSN & AdX SSL Changes

Posted by Ana Neumann on Mon, May 18, 2015 @ 04:41 PM

updateAlong with the ever-changing world of digital display, Trueffect wants to make sure all of our clients stay informed and up to date on the most recent changes to process and guidelines.

Do you currently buy media through AdX or MSN? If so, in June 2015, MSN and AdX will begin to only accept SSL-enabled ads; make sure to make the change sooner than later!

Check out the links below to learn more:

 

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AdExchanger: First-Party Data Will Transform The Internet of Things

Posted by Ana Neumann on Fri, Mar 20, 2015 @ 02:09 PM

Happy Friday! We've had a busy week of catching up after being out of the office last week for the 2015 Adobe Summit! The event provided great networking opportunities and even greater learnings. One of the hottest topics at the Summit this year was “The Internet of Things".

 

finfaldiddtToday in AdExchanger, our CEO Finn Faldi shares a similar experience from the Consumer Electronics Show earlier this year and more importantly, how First-Party technology will become core to the underlying infrastructure of IoT. 

 

Here’s a preview:

"The Internet of Things (IoT) exploded onto the tech scene last year and scored major attention at this year’s Consumer Electronics Show. The IoT market is huge, with a projected reach of $19 trillion by 2020.

 

There are practically limitless opportunities to harness the IoT to capture the hearts and minds of consumers in new ways. But what makes the IoT exciting is how suddenly every connected “thing” will have its own data ecosystem, including more streams of first-party data.

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Need DCO? We can help.

Posted by Ana Neumann on Thu, Mar 19, 2015 @ 02:07 PM

We hang our hat on our ability to deliver the right ad to the right person at the right time and we’re expanding that even further with our new DCO (dynamic creative optimization) functionality just announced today.

Our COO, Darryl LaRue put it best: ““DCO is a perfect complement to our portfolio of solutions and will provide a great opportunity for advertisers to increase campaign performance beyond the current success they’re experiencing today with our First-Party platform."

Read on for complete details or of you’d like to connect with our team to learn more, reach out NOW. 

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ROI vs. ROAS: Which is the Better Metric for Digital Advertisers?

Posted by Ana Neumann on Fri, Feb 13, 2015 @ 11:16 AM

Most marketers use ROI (Return on Investment) and ROAS (Return on Ad Spend) interchangeably without understanding the true business value of each. Today's digital marketing industry, in which users can be accessed through more channels and devices than ever before, has posed additional challenges. Have advertisers made the necessary adjustments to their metrics in order to optimize online campaigns?

In today's AdExchanger, our Chief Marketing Officer Tim Mayer outlines the differences between the two metrics and explains which will be most important to digital advertisers. Take a look:

 

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“At a conference years ago, I heard Paul Ryan, Overture’s former chief technology officer, debate the benefits of optimizing to the return on investment (ROI) metric vs. the return on ad spend (ROAS) metric. In those days, many marketers optimized paid vs. organic search, and all marketers focused on acquiring leads from a single page – the search page. Ryan advocated the advertiser-centric ROAS metric, reasoning that just one conversion could yield a 100% ROI, but one conversion does not make a viable business.”

 

Read on for the full article

 

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Building Accurate Measurement in the Age of Fraud, Non-Viewable Ads and Cookie Proliferation

Posted by Tim Mayer on Fri, Jan 30, 2015 @ 09:58 AM

As Display has moved from a contextual set-it-and-forget-it advertising vehicle to an audience based, optimized machine, precise and accurate measurement has become the priority. This is not an attempt to bring yawns to the faces of many a marketer (often typical on this very subject) but rather, an opportunity to emphasize the importance of measurement to inform improved targeting which results in superior campaign performance.

  

Accurate Measurement - Key To The Purchase Cycle

As with most initiatives, we expect things to improve over time. But macro trends in our industry’s technologies and in consumer behaviors have made the road to accurate measurement complex. Measurement enables marketers to tell stories across the entire purchase cycle, serve the best performing personalized ads to consumers across devices as well as determine which new audiences to target based on return on ad spend (ROAS). Some of the barriers to accurate measurement reside on the publisher side and some on the advertiser side. This raises the complexity in getting to a solution and most likely necessitates a brick by brick approach to building one.

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Filtering out the Non-Human/Bot Traffic

The first step to accurate measurement is for advertisers to implement a fraud solution to fully understand whether real users are viewing the ads. Fraud has the ability to muddy metrics significantly, making it difficult to determine the best performing ads, and wasting ad spend on media buys that should not have been purchased in the first place. In a recent ANA & White Ops study, 11% of display ads, 17% of programmatic ads and 19% of retargeted ads were served to bots in September of 2014. This major prevalence in bot traffic creates significant, painful inefficiencies before media can even be successfully optimized.

  

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