Every day, it seems like there's a new marketing technology or platform to keep up with. It can be tough to keep up with all the changes, let alone optimize your campaigns to take full advantage of them. I get asked almost daily if you should consider an outsourced AdOps team, or create one
in-house. That's where outsourcing your Advertising Operations (AdOps) can be a lifesaver. When you outsource AdOps, you can focus on other aspects of your job knowing that an expert team is taking care of campaign management, PPC, display ads, and all the other moving parts of your digital marketing. However, there are also some really good reasons NOT to outsource your AdOps, which we will be
examining later. We also going to look at the top five companies in the AdOps space, what they are doing and why you should work with them. First, why Outsource AdOps? 1. Save Time When you outsource your Advertising Operations, you can save yourself a lot of time. trying to keep up with all the changes in the marketing
landscape is a full-time job in and of itself. Let someone else worry about that while you focus on other important aspects of your job. 2. Get Expert Help When you outsource AdOps, you're getting expert help from people who specialize in that area. They know all the ins and outs of campaign management and how to get the most out of every marketing dollar. 3. Free up Internal
Resources Outsourcing AdOps can also free up internal resources so they can be used for other things. Instead of having a team of people dedicated to AdOps, you can use them for other tasks like content creation or lead generation. 4. Focus on Your Core Business When you outsource AdOps, you can focus on your core business and leave the advertising to the experts. This is especially beneficial for small
businesses that don't have the internal resources to dedicate to advertisinG operations. 5. Get Better Results Outsourcing AdOps can also help you get better results because you'll have access to best-in-class tools and world-class talent. 6. Save Money You might think that outsourcing AdOps would be expensive, but it can actually save you money in the long run. When you outsource, you only pay
for the services you need when you need them. You don't have to worry about paying for full-time salaries, benefits, or training for internal staff members. There are a lot of advantages to outsourcing your Advertising Operations—from saving time and money to getting better results. What are the top companies in the industry, the highest rated? My research has shown these are some of
the best companies in the industry, with English-speaking ad-ops teams that have worked in the industry for years. Many of the smaller companies seem to be reselling White Labeled solutions run offshore that are NOT reliable. 1) AdOps.com OAO is the leading provider of ad operations services and support for publishers. They have a proven track record of delivering results for
thier clients. They are dedicated to providing our clients with the best possible service and support, and their goal is to help publishers increase their revenues and reach their full potential. In addition to their industry-leading ad operations services, OAO also offers a suite of other services designed to help publishers maximize their revenues. These include yield management, ad fraud detection, and traffic quality monitoring. With OAO on your side, you can be confident that you are
getting the most out of your online advertising efforts. 2) Sebpo More and more companies are turning to SEBPO to help with their ad operations. SEBPO is a third-party company that specializes in ad operations, and they have a proven track record of helping their clients succeed. They work closely with your internal team to handle the detail-oriented tasks that can be time-consuming, so you can focus on client-facing projects. This
leads to faster turnaround, cost savings and more productive and fulfilled teams. In addition, SEBPO is always up-to-date on the latest changes in the industry, so you can be confident that your ads are compliant and effective. If you're looking for a way to improve your ad operations, SEBPO is the answer. 3) MediaMint MediaMint is a world-renowned media management company that offers a suite of services designed to help brands get
the most out of their media spend. From trafficking and campaign optimization to media planning and reporting, MediaMint has a proven track record of delivering results for clients across a wide range of industries. With an acute focus on quality and efficiency, MediaMint has built a reputation for being able to get the most out of even the most complex media plans. Whether you're looking to reach a global audience or just maximize your ROI, MediaMint is the perfect partner for your next media
campaign. 4) Accell Digital Accel-Digital was started by a group of Ad Operations professionals in 2014, who have worked in the Digital Media industry for over 15+ years mainly focused on Digital Ad Operations. Accel’s mission is to support clients with their day-to-day Ad Operations related tasks. Accel is responsible for hiring the right talent for any Ad Tech operations needs and aligning them with our clients to manage all of
the day-to-day operations. ice. 5) Operative Managed Services Operative provides rapid and accurate operations support. Their expert traffickers maintain a 99.8% accuracy rate and turn around most cases in one day. Theirteams are highly trained in our clients’ business protocols and can traffic, target and optimize in all major ad servers. This means that your ad ops team can focus on the campaigns that really
matter, without having to worry about the smaller details. Let’s make it clear however that many CMOs have come to the conclusion that outsource AdOps is a really, really bad idea. Personally, I would never do it, since I have trained myself in every single platform out there (besides having designed several myself). It's much easier for me to train my staff on how to do things MY way than learning another system. As a CMO you’re responsible for managing
budgets, developing marketing strategies, overseeing ad campaigns, and more – and keeping AdOps inhouse may actually be a great match, if you’re up to it – and willing to yourself, make it work inhouse and work for your clients. Reason #1: You Know Your Business Best When it comes to making decisions about your company's marketing and advertising efforts, nobody knows your business better than you do. You know your target audience,
what message you want to send, and how to best reach those potential customers. Outsourcing AdOps means giving up some control of these important aspects of your marketing strategy. Reason #2: Cost Efficiency Outsourcing AdOps can be a costly endeavor. Not only will you have to pay the agency for their services, but you'll also have to account for the additional cost of the ads themselves. When you keep AdOps in-house, you can save
money by negotiating directly with the publishers and platforms where your ads will run. Reason #3: Improved Speed and agility The world of digital marketing moves quickly. To be successful, you need to be able to adapt your campaigns on the fly to take advantage of new opportunities or react to changes in the market. When AdOps is handled in-house, you have more control over the speed and agility of your campaigns.
Reason #4: Better data collection and analysis Data is everything in digital marketing. To make informed decisions about your campaigns, you need to be able to collect data about their performance and then analyze that data to see what's working and what isn't. When AdOps is handled in-house, this process is streamlined because all the data is already in one place.
Reason #5:
Enhanced security When sensitive company data is stored off-site with an outside agency, there's always a risk that it could fall into the wrong hands. When writing this article, I noticed a lot of AdOps companies were basically selling White Labeled solutions from third party companies run by less than reliable folks. If AdOps is handled in-house, you can be confident that your data is secure and won't end up in the wrong hands. (I've heard a few horror stories, so
reach out) AdOps is a process that can be done in-house or outsourced. It's important to consider what is best for your company when making this decision. There are pros and cons to both choices, so it's important to weigh all options before making a final decision.
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The only constant is change, and this is especially true in today’s pre-recession, post-pandemic (and soon-to-be post-cookie) marketing landscape. But, change isn’t necessarily a bad thing. The team at Wunderkind did a deep dive, and found that 94% of CMOs see the last two years as a turning point for marketers, paving the way for a new golden age of
marketing. The best part is Wunderkind’s CMO, Richard Jones, along with industry leaders from Kate Spade and Case Mate, are coming together in a virtual webinar on Wednesday, October 26 at 4pm EST to discuss their findings and what they mean moving forward.
RESERVE YOUR
SEAT HERE |
Q&A with Internet Pioneer Dominick Miserandino
27 Year Industry
Veteran |
Who are you, and what do you do? I’m Dominick Miserandino, I founded TheCelebrityCafe.com the first online magazine ever, and brought it to sale. Since then I ran a few other sites like Inquisitr.com, AdoramaPix, and one or two others. You've been doing "it" for a long time -- did you think the internet would look the way it does today, say 20 years ago? I never envisioned that the internet would look this way. I remember how mind-blowing it was to even work remotely 15 years ago, which is now commonplace. I even remember my first video call for a meeting which is clearly something built straight into iPhones. But, even with all of these changes,
especially with online media and publishing there are some basics in human nature that don’t change. We love reading sensationalism, media is based on eyeballs, and businesses that are run correctly and holistically seem to succeed. These rules have held true since the early days of media even before the internet and hold true now. That’s the one thing that has always made me happy with the changes online. Even though we still have tools that
can do things faster, so many rules have remained the same I might be able to dictate a story when I had to type it, or I could build a site in hours instead of days. That said, the rules still hold true. What is a project you regret doing, and why? Did you learn anything from it? I’ve tried avoiding projects that lead to regret. It’s more the projects that I regretted not doing. There are
times that I wish I started things sooner or took the initiative earlier . I generally don’t fall victim to that and learned a rule to always try things and jump in the water. Sometimes, life gets in the way. Who was the biggest influence on your business career and why? My boss Ed, from when I worked on Wall Street. He taught
me: 1) Get to know people as people. He knew his team and loved his team as a family. We still all keep in touch to this day nearly 30 years later. It made everybody work together to their maximum abilities. 2) He always worked with honesty. It’s something I strive for, to be as honest as I can. |
TheRundown At least 10 News Stories you Must Know (but don't have
time to read!) |
1.Nick Clegg, the vice president of global affairs and communications at Facebook, raised some valid concerns about the company during a recent interview at the Council on Foreign Relations. He talked about the need for more money and people to be dedicated to preventing harm on the platform, as well as how the company is balancing its spending across
different parts of the organization. His comments raise some important questions that any tech exec should be prepared to answer, especially for emerging platforms like Facebook. It's worth noting that Facebook is the only company to actually put numbers around their efforts to prevent harm. while I wish they'd provide more detail, I appreciate that they are at least being transparent about their efforts. Given the upcoming elections, this transparency is even more important. execs should be
prepared to answer tough questions about resourcing and prioritization so that users can have confidence in their platform.
2. In a new report from Adobe, it was revealed that an increasing number of so-called "non-professional" content creators in the United States are beginning to monetize their work. In fact, over 75% of respondents said that they started doing so in the past year alone. These content creators are defined as
those individuals who are simply exploring creative side hustles and hobbies. However, it seems that many of them are finding significant success in terms of making money from their content. In fact, almost half of those surveyed said that content revenue makes up more than half of their monthly income. With opportunities for content creators seemingly on the rise, it will be interesting to see how this trend develops in the coming years. 3.
The Federal Trade Commission has finalized a consent order against Opendoor Labs, Inc. following a public comment period. The order requires Opendoor to pay $62 million, which is expected to be used for consumer redress; prohibits it from making the deceptive, false, and unsubstantiated claims to consumers about how much money they will receive or the costs they will have to pay to use its service; and requires it to have competent and reliable evidence to support any
representations made about the costs, savings, or financial benefits associated with using its service, and any claims about the company's ability to buy homes quickly or sell them at or above the asking price. This order is designed to prevent Opendoor from deceiving consumers about how much money they could save by selling their home to Opendoor, as opposed selling on the open market. 4. In a world where social media marketing is all about
going viral, Liquid Death has found success by forging their own path. According to Andy Pearson, vice president of creative strategy for the canned water brand, Liquid Death's focus on entertaining content over marketing messages has resonated with consumers. "We're posting the things that make us laugh, whether they're relevant or not at that time," said Pearson. by creating content that is entertaining and engaging, Liquid Death has built a following of passionate fans who are eager
to share the brand's message with others. In an increasingly noisy online landscape, Liquid Death's unique approach is a refreshing change of pace that is sure to keep them ahead of the competition. (MARKETINGDIVE) 5.Earlier this year, Kanye West caused a stir when he declared that slavery was a "choice." He made similar comments earlier this month, prompting widespread criticism.Now, it seems that West's recent string of antisemitic
comments has finally caught up with him. On Thursday, Balenciaga announced that it would no longer be working with the rapper, severing ties after a number of years.In a statement released alongside its Q3 results, parent company Kering said, "Balenciaga has no longer any relationship nor any plans for future projects with Mr. West." However, given the rapper's recent comments, it's not entirely surprising.This isn't the first time that West has faced backlash for his words. In addition to his
comments about slavery, he has also been criticized for misogynistic lyrics and for suggesting that Bill Cosby is innocent of sexual assault allegations.West has yet to comment on Balenciaga's decision to sever ties. It remains to be seen whether other fashion brands will follow suit in the wake of his latest controversy. 6. Interpublic Group reported third-quarter net revenue of $2.3 billion -- up 1.5% from a year ago -- with organic growth
(which excludes the impact of currency fluctuations and M&A activity) of 5.6%. For the first nine months, organic growth was 8.2%. Given its strong showing year-to-date, the holding company raised its estimate for full-year organic growth to 7% from the previously stated 6.5% in July. It was the third holding company to raise its growth outlook this week, following Publicis and Omnicom. IPG's strong results are a sign that advertising agencies are weathering the challenges posed by
the coronavirus pandemic reasonably well. The pandemic has triggered a sharp slowdown in economic activity, which has led many companies to slash their marketing budgets. However, agencies have been able to offset some of the lost revenue by finding efficiencies and driving cost savings. They have also benefited from increased demand for digital marketing services as brands shift their spending to online channels. All in all, it looks like advertising agencies are coming out of the pandemic in
reasonably good shape. 7. In a surprising but welcome move, Publicis Groupe CEO Arthur Sadoun has announced that the agency holding company will be giving half its staff an additional week's salary in the form of a bonus next month. This 'exceptional bonus', which is estimated to be worth around $50 million, is a recognition of the hard work and dedication of the staff who have contributed to the company's record-breaking
quarterly earnings. It also reflects the current economic climate, in which inflation is eroding the purchasing power of workers' wages. This is a generous and much-appreciated gesture from the company, and is sure to boost morale amongst its employees. Thank you, Arthur Sadoun, for showing your appreciation for your staff in such a tangible way! 8. Microsoft is in advanced talks for a new round of funding in OpenAI, as the software and tech
giant further builds artificial intelligence (AI) into its products, according to several reports. OpenAI is a startup that focuses on artificial intelligence research in order to "benefit humanity as a whole." In 2019, Microsoft backed the startup with $1 billion in capital that included credits to use Microsoft’s Azure cloud-computing services to develop its technology. The Information reports that a new deal could help Microsoft grow Azure’s use, while keeping OpenAI’s business away
from rivals including Amazon Web Services and Google Cloud. OpenAI earlier this year launched Dall-E 2, a project that allowed users to generate art from strings of text and showed the rapid advances being made in that segment of AI technology. With this new round of funding, it appears that Microsoft is doubling down on its investment in artificial intelligence research through OpenAI. Given the rapid advancements being made in the field of AI, this could prove to be a wise move for the
software giant as it looks to maintain its competitive edge in the market. 9.Though Snap showed notable user growth in the past quarter, it seems to have hit a snag in the US. daily active users (DAU) fell 4% and total content viewing time fell 5%. Given that the majority of Snap's revenue comes from the US, this news is not good for the company. However, they did see an increase in year-over-year revenue, though it was their slowest
growth rate since going public. Despite significant headwinds, Snap remains optimistic, especially given their user growth in other parts of the world. Only time will tell if they can turn things around in the US. 10. Marketers have long been fixated on the transactional aspects of media investment, focusing primarily on measures such as cost per acquisition (CPA) and return on investment (ROI). However, in today's rapidly
changing media landscape, it is increasingly important for marketers to look beyond these traditional metrics and consider the role that improving their brand and driving performance have to play in providing value. Insights help understand audience behaviour to form the strong foundations for the campaign, while creativity ensures that audiences are engaged and interested in the advertising being served to them. Performance should be driven by utilising KPIs that matter, with
a particular focus on attention metrics and how these can help brands to produce the most effective and efficient advertising. Ultimately, every campaign is different and brands must focus on the performance indicators that are more relevant to their needs. By taking a holistic view of media investment, marketers can ensure that they are not only meeting their transactional objectives, but also delivering against their brand-building and performance goals. (PERFORMANCEIN) 11.A Globe and Mail analysis shows that the number of Shopify stores that close down or leave the e-commerce platform is increasing at a rate of 34% per year. This is a growing problem for Shopify, as customers are complaining about lack of customer service, downtimes, and poor explanations. Below, we’ll dive into some of the potential reasons behind this trend and what it could mean for the future of Shopify. READ FULL ARTICLE HERE 12. The federal government has decided to get tough on a small number
of e-cigarette sellers that failed to file Premarket Tobacco Product Applications (PMTA) with the U.S. Food and Drug Administration. On Tuesday, the U.S. Department of Justice—on behalf of the FDA—said it filed complaints in federal court for permanent injunctions against six companies the DOJ claims “illegally manufacture, sell and distribute their products.” What makes the government’s move noteworthy is that as of Sept. 9, the FDA had issued nearly 300 warning letters to vape firms
ordering them to stop marketing their products -- but had not previously sought injunctions. The DOJ’s press release notes that all six companies had received multiple warning letters from the FDA, and two of the firms – VapeFest and Vape Healthy – are also facing civil penalties for allegedly violating the Federal Food, Drug, and Cosmetic Act. The other four companies are Blue Coast LLC, Divine Movement LLC, ECVD LLC and Sabor Vapors Inc. It’s unclear why the DOJ chose to take action
against these six companies, but it’s likely because they continued to flout FDA regulations despite receiving multiple warnings. This latest move by the government underscores the importance of complying with FDA rules and regulations, and it serves as a reminder that e-cigarette sellers cannot operate without following the law. 13. As consumers become more and more inundated with advertising, it can be easy to assume that they are becoming
less and less receptive to it. However, new research from GfK challenges that assumption and finds that older people are actually the audiences paying the closest attention. The study also detects large differences in how generations respond to purpose-driven advertising, with Dove scoring highest among Gen Z and millennials, and H&M and Starbucks connecting best with Gen X and baby boomers. This suggests that brands need to tailor their messaging to different age groups in order to
be most effective. The study is based on responses from 2,400 U.S. adults viewing 20 purpose ads from major brands, including Colgate, Ben & Jerry’s, Seventh Generation, Toyota and Patagonia. It then ranked each of the ads on their ability to “fascinate, imprint and trigger viewers.” Research also used practical and emotional brand affinity metrics to see how people responded. These findings provide valuable insights for brands looking to create purpose-driven advertising that resonates with
consumers. 14. Hours after popstar Taylor Swift’s new “Anti-Hero” music video dropped, the crew at Titan Casket got the marketing shock of their lives. In one scene -- a very long one -- Swift emerges from a casket. “And it turns out to be one of our Orion series, in copper -- a very traditional casket and one of our most popular,” says Joshua Siegel, co-founder and chief operating officer of the D2C coffin company. Siegel says the
company often gets requests from production companies that need caskets for a shoot, and this order had been back in July. “We knew it was for a music video, but we had no idea who it was for.” He says they were able to get an autographed picture of Swift for their office, and they are excited to have their product featured in such a high-profile video. “It’s great exposure for us, and we’re honored to be part of her vision for the video.” 15.According to new research shared by Marketing Dive, TikTok has jumped over Netflix to become the second most popular app in the United States among people under 35. The service’s popularity is heavily skewed by age, with YouTube remaining the market’s most popular service among those over 35. However, TikTok’s user base is growing rapidly, and the app is now used by nearly one quarter of all Americans. Thanks to its unique mix of short-form videos, creative tools, and social
features, TikTok has become a go-to destination for young people looking for entertainment and connection. As the app continues to evolve and add new users, it will be interesting to see how it affects the streaming landscape in the years to come. 15. According to a report from iSpot.tv, the QSR category accounted for the largest fraction of television ad impressions of any industry in Q3 2022. QSR brand ads accounted for 4.61% of TV
impressions during the quarter, with Subway and Arby’s leading the segment. Subway accounted for almost 18% of QSR ad impressions and Arby’s share came near 11%. These results indicate thatQSR brands are willing to invest heavily in television advertising, and that they believe that this medium is still an effective way to reach potential customers. As the competition in the QSR space continues to heat up, it will be interesting to see if other brands follow suit and increase their TV
ad spending in order to stay competitive. |
The Watercooler
Impress your Co-Workers with these useless facts about marketing
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A brand is more than just a logo or a name--it's the sum of all the positive outcomes associated with that logo or name. If you're trying to build a strong brand, it's essential to first understand what those positive outcomes are and how they're defined by your target audience. Once you have a clear understanding of that, you can start working on creating even more positive outcomes to help build
your brand even further. And finally, don't forget to keep up the good work--brand building is an ongoing process, not a one-time event. With these five steps, you'll be well on your way to creating a brand that customers will love and admire. |
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