Trueffect's First-Party Advertising Technology Blog

What's New - Right or Wrong - In Display Advertising

Posted by Ana Neumann on Mon, Oct 20, 2014 @ 11:09 AM

New articles from Trueffect in AdExchanger and MarketingLand take a look at the current trends in display:


AdExchanger – CMO Tim Mayer covers Facebook’s recent play with the relaunch of Atlas, and muses on how Google will react and what this means for online marketers.

"The Facebook announcement was a big step for Atlas. There are some significant advantages in its new solution, especially compared to its previous offering.


But take heed: Both Google and Facebook are moving toward a walled garden approach with their advertising."

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Keep up with us! Trueffect Events in October

Posted by Team Trueffect on Fri, Oct 10, 2014 @ 10:21 AM

octoberBreak out the pumpkin-spiced everything, it’s officially Fall. As always, members of the Trueffect team will be found near and far. To keep up with our global-trotters, here’s the itinerary:

Last week, Tim Mayer and Susan Esparza attended SMX East in New York. You'll see session coverage here on the blog and over at Marketingland. While the conference was search marketing focused, we think that there’s learnings there for everyone.

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Pubcon 2014 Keynote from Jay Baer

Posted by Tim Mayer on Thu, Oct 9, 2014 @ 12:56 PM


Today I'm live blogging the sessions from Day 3 of Pubcon Las Vegas 2014. This morning's keynote was from Jay Baer, President of Convince and Convert and author of "Youtility: Why Smart Marketing is About Help, not Hype". 

Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your customers’ friends and family and viral videos and cute puppies.

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Content Creation Strategy - Live from Pubcon

Posted by Tim Mayer on Wed, Oct 8, 2014 @ 12:57 PM

This session was about how inbound marketing has changed in recent years to include content as a foundation for driving inbound traffic, conversions, and sales. The panel included Arnie Kuenn, Phillip Thune, and Sean Jackson, with Scott Hendison moderating. 


Sean Jackson of Copyblogger

What is a Content Strategy:

Effective use of content that enhances the buying process

8 Phases of the Buying Process:

  1. Category awareness: I need a mobile phone
  2. Brand Awareness: Apple has a mobile phone
  3. Brand Consideration: Google Samsung has a competing product
  4. Brand Preference: I am an apple fanboy
  5. Purchase Intent: Look at cost
  6. Purchase
  7. Customer retention
  8. Brand Advocates: I love this phone
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Topics: Pubcon

Pubcon 2014 Keynote from Chris Brogan

Posted by Tim Mayer on Wed, Oct 8, 2014 @ 11:08 AM


Brand versus Mission

Brand is the outward expression of the mission.

Mission is what drives your deepest purposed is the outward expression of the mission.

Match these well for excellence.

Mission is the mast and service fills those sails.

Content is the drum that puts that all together- tells the story before you show up.


Content that Drives Mission

No longer should you compete on cost – compete on mission.

Chris uses the example of a regular gym at $10 per month, and a CrossFit gym where people pay $150-200 per month.

CrossFit has crazy workouts - run a mile, do 100 pull ups, 200 push ups, then run another mile. People that want to be attached to a bigger mission will pay for that.


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Topics: Pubcon

Buyer Legends: The Executive Storyteller's Guide - Live from Pubcon Las Vegas

Posted by Tim Mayer on Tue, Oct 7, 2014 @ 11:29 AM

Today, I'm live blogging from Pubcon Las Vegas, one of biggest digital marketing and online advertising conferences of the year. In between speaking and moderating, I will be trying to catch as many sessions as possible and will be recapping them all right here - stay tuned!

The first session I sat in on was Buyer Legends: The Executive Storyteller's Guide by Jeffrey Eisenberg.  


Everyone wants just one thing. Just one thing? The one thing that if you do everything will fall into place with your business. 

Everyone wants to accomplish something and there is pressure to do things on deadlines and not a lot of time to think and get things right. Processes are important if you want to do things over and over again and scale it.

The one thing that is needed is a business process and it is dead simple:

Buyer Legends is a business process that combines the emotional power of storytelling with hard data to open new opportunities, spot gaps and optimize sales and marketing. 

Buyer legends communicate a brand story intent and critical touch point responsibilities within every level of the organization - from the boardroom to the stockroom.

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Topics: Pubcon

SMX East Session Recap: Attribution Success In The Age Of Mobile

Posted by Susan Esparza on Thu, Oct 2, 2014 @ 11:57 AM


Attribution is a hot topic right now, especially in a world where customers are so often checking in from multiple devices. The panel is here to give their expertise on how they handle attribution in a mobile world.


Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Coordinator: Derek Edmond, Managing Partner, KoMarketing Associates (@DerekEdmond)


Will Crew, Director of Strategic Projects, Kenshoo (@Kenshoo)
Bill Dinan, President, Telmetrics (@telmetrics)
David Perez, Vice President of Sales, Convertro (@daveperez)
Adrian Vender, Director of Analytics, Internet Marketing Inc. (@adrianvender)


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The Future of a Brand - Live from SMX East

Posted by Susan Esparza on Tue, Sep 30, 2014 @ 03:01 PM

My hero Joanna Lord is our next speaker. I want to be her when I grow up.

As marketers, we need to own, shape and share brands.

What is “Brand”?

It used to just be the trademark – that wasn’t in the marketing camp.

Then it became “The Brand” – more marketing oriented but still something separate.

Today the brand is everything: it’s all the messages, the look and feel, the products and the people.

Fact: 459 of the original fortune 500 companies are no longer in business today. You must adapt or die.

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Topics: Branding, SMX

SMX East Summit - NYC - Live Blog Updates Right Here...

Posted by Susan Esparza on Tue, Sep 30, 2014 @ 10:20 AM


Good morning and welcome to SMX East! This week we have a team a team at the event liveblogging sessions and our very own CMO, Tim Mayer, will be speaking, participating as a panelist as well as a moderator. Miss a session? Check back here and we’ve likely covered it for you.

For the event we’re going to be mostly in the Summit track, liveblogging here and providing additional coverage over at Marketingland. 

Because this is a search conference, most of this will be search marketing focused. However, we’re firmly of the belief that online marketing should be holistic so we’re going outside of our display comfort zone to give you a broader view. And who knows, there may be some insights for display in here too. (Spoiler alert, there definitely are.)

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Topics: Branding, SMX, Data, Search

Trueffect Tool Updates: September

Posted by Adam Hill on Thu, Sep 25, 2014 @ 11:03 AM

whats_new-404232-edited Happy September Trueffect Clients! 


Continuing our theme of making your life easier, this month we bring you updates that will increase your insight and improve your efficiency. Read on: 

Trueffect is rolling out a new workflow solution to help support our customer’s ability to manage their campaign schedules in TruAdvertiser.XLS™. By including a filter schedule button, users are able to filter placements, sections, creatives, ad sizes and all other data columns in their campaign schedules more easily.

To select filtering options, users can either type into the cell and have the list update dynamically, or pick and choose the individual details by clicking on the checkboxes. As selections are made, the other filtering fields will refresh based on the previous selected filtering criteria. In addition to being able to filter the schedule, users can also specify how they would like the schedule to be sorted.

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Topics: Tech Updates & Features

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