According to research in a recent eMarketer article, marketers continue to place the highest value on data which they collect themselves i.e. first-party data, especially transaction history, customer information and behavioral data, vs. second- or third-party data, which is collected by others. Our exhibition and event clients certainly do as well.  First-party data is the most important data asset in informing the tens of … Read the...

Don’t let price scare you away from using larger format ad units! While they can cost substantially more than the “Big 3” (728 x 90, 300 x 250 & 160 x 600), you may find that the richer creative canvas and performance metrics justify the cost. For example, we routinely see CTRs for 300 x 600s, one of the larger format ad units that we … Read the...

Non-human traffic (NHT) from online robots, commonly referred to as “bots”, may be costing you more than you think. “Bot fraud has advertisers paying for ads served to robots, not people,” said Marc Pritchard, Procter & Gamble’s chief brand officer, during his keynote presentation at last month’s Association of National Advertisers (ANA) Media Leadership Conference. When you consider this comment was made by the top … Read the...

LinkedIn Sponsored Updates (SU) and Right Hand Side (RHS) ads are sold through a real-time auction, most specifically a generalized second price (GSP) auction. Each time a LinkedIn member visits a page, and there is an opportunity to display a SU/RHS ad to a LinkedIn member that meets your targeting parameters, your ad will be entered into this GSP auction along with other advertisers looking … Read the...

The Radio Advertising Bureau (RAB) recently released its Q3 2014 Revenue Report. While overall U.S. spot radio sales were down 3% both year-over-year in Q3 and YTD 2014, there was an increase in two categories related to attendee acquisition and ticket sales in Q3 2014 vs comps: Sporting Events/Expos/Shows (+2%) and Amusement/Theme Parks/Museums (+2%). We share these data points because even in the midst … Read the...

Most of the online retargeting we see from exhibitions and events is general in nature i.e. whatever page of the web site we visit, we are retargeted with the same ad or set of ads. While general retargeting like this can be very effective, segmentation may enable you to drive more ROI from your retargeting ad spend. Encore is advising the giant pet search portal, … Read the...