Month: August 2018

The travel industry is big business. Last year, desktop and laptop travel sales reached $113.77 billion; however, the new frontier in this market is really in mobile apps. In 2017, U.S. mobile travel sales totaled $75.85 billion, up 16.7 percent over 2016. Consumers are adopting mobile for making their travel plans like never before. Last-minute…

Data is an influential and valuable asset for marketers, but responsible and ethical data stewardship is imperative for its success. GDPR has cast data practices even further into the spotlight, and many businesses continue to work around-the-clock to ensure and enforce data compliance and transparency. There’s value in committing that time to data governance. When…

We humans have never been stationary beings. Our history is colored by the slow creep of humanity into every dark corner of the globe, and by this innate need to move and to know all that comes into our path. We are nomadic in nature, always seeking our balance and livelihood in ongoing movement and…

Uber, Postmates, Yelp, SmartNews and other nongaming apps are scooping up growth marketing talent from the mobile gaming world – and the reasons make perfect sense. App publishers are spending more on performance marketing, and those running user acquisition at gaming companies are some of the most data-driven mobile marketers in the biz. “Gaming professionals have… Continue reading »

The post Growth Gurus From The Gaming World Are In High Demand At Brands appeared first on AdExchanger.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Jeff Hirsch, chief marketing officer and head of publisher development, US, at PubMatic. Strategy and tactics work hand in hand but are not the same thing. Strategy is a long-term plan put in place to achieve specific goals. Tactics are… Continue reading »

The post PMPs: The Future Of Programmatic Advertising Or Just Another Tool? appeared first on AdExchanger.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… AdExchanger: Origins AdExchanger: Crisis In Ad City (Part I) AdExchanger: Crisis In Ad City (Part II) AdExchanger: Enter Malware (Part I) AdExchanger: Enter Malware (Part II) AdExchanger: Enter Malware (Part III) AdExchanger: Enter Malware (The Conclusion) AdExchanger: Angels And Startups AdExchanger: Rumble In Arbitrage Plaza… Continue reading »

The post Comic: Bid Caching appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Onavo No Mo’? Facebook pulled its VPN app Onavo from the Apple App Store after being informed that it violates new privacy rules introduced this summer forbidding apps from collecting data about other apps on an iOS device. The Wall Street Journal reports that… Continue reading »

The post Apple Yanks Facebook VPN From The App Store; GDPR Threatens The Supply Chain appeared first on AdExchanger.

Acquiring new customers can be the most expensive cost for retailers, especially online direct-to-consumer ones.

At Digiday’s Retail Forum in New York City on Thursday, Kelly Goldston, vp of marketing at e-commerce fashion retailer Eloquii, said a retailer must think about the lifetime value of a customer, evaluating first-party data and the value of physical stores in bringing in new customers.

Goldston said all retailers should pay attention to LTV, the lifetime value that a customer can bring to a business; and CAC, the cost to acquire that customer. The ratio of those two figures should determine how much an advertiser should pay to acquire a customer.

Just because a customer buys something online does not mean they are necessarily worth retargeting right away. “Marketers must think long-term,” Goldston said.

The answers are in evaluating all data and doing so correctly, said Goldston. Eloquii separates customer data into separate channels so it can retarget people by purchasing style.

Just looking at acquisition costs by channel can be misleading, she said. If it costs $50 to acquire a customer from paid search and $60 to acquire a customer from paid social, paid search might seem more efficient — until you consider that paid social generates higher-funnel customers at a cheaper cost.

For Eloquii, one of the best ways to acquire new customers is through its physical stores. The company is opening up its sixth retail store next week. Physical locations can be costly, especially if they are in expensive cities. Eloquii gets shoppers’ emails and then retargets them through email marketing. The idea is to stay top of mind to customers that live near physical stores, reminding them that those stores are an alternative to online shopping.

“When a store goes up in a key market, we see a lift in that overall market,” said Goldston.

The post How online retailer Eloquii uses physical stores to rope in new customers appeared first on Digiday.

As financial companies take their PR and advertising in-house, agencies that focus on finance are rushing to keep up.

The finance industry’s embrace of in-house marketing cuts across categories, with established brands like Prudential, JPMorgan Chase and Nationwide as well as fintech startups like SoFi, Stash and Wealthsimple having created in-house marketing and content arms.

The post As financial services take marketing in-house, their agencies scramble to keep up appeared first on Digiday.