Author: rssmasher

Audiences watching the Pop cable network or following its social channels will find themselves exposed to a curiously large number of gym ads this week, but not because fitness brands are suddenly targeting the network’s viewers during resolution season. They’re faux (and hilarious) spots created by Pop itself to promote its new competitive aerobics comedy,…

Many Many Jehovah’s Witnesses, Mormons and members of some evangelical churches say abortion should be illegal. But among other religious groups, many support legal abortion.

Cryptocurrency platform OKCoin is planning to launch a bitcoin exchange in South Korea, a move that comes as the country’s government is considering whether to shut down cryptocurrency exchanges altogether.

AdExchanger |

Netflix will inevitably need ads, predicted Jo Ann Ross, CBS’ president and chief advertising revenue officer, during a fireside chat at AdExchanger’s Industry Preview on Thursday. “Maybe they’ll offer a lower-cost version of their service [or a different model],” she said, “but if they’re spending that much money [on content], they will look for ways… Continue reading »

The post Netflix Will Have Ads, And Other Predictions From Top TV Ad Chiefs appeared first on AdExchanger.

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. With online segments overlaid on linear schedules, many are hoping for a golden age of TV advertising, where brands can break out beyond… Continue reading »

The post TV Advertisers Need Better Audience Segments appeared first on AdExchanger.

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Within the context of Publicis Groupe’s broader restructure, Publicis Media was born to simplify the group’s media offering while leveraging a more modern definition of scale. “Although it’s become so much more complex, media has always been about scale and insight,” said Steve King, CEO of Publicis Media. “We weren’t leveraging that scale effectively.” Publicis… Continue reading »

The post Publicis’ Steve King On Trust, Transparency And Transformation In A Post-ANA-Report World appeared first on AdExchanger.

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Bubble? Investors have overestimated the growth potential of digital advertising, claims The Economist. Valuations are sky-high for Google and Facebook, which generate their revenue from ads, while mega-mergers like Comcast-NBCUniversal and AT&T-Time Warner’s pending deal are justified in part on the basis of… Continue reading »

The post The Economist Sees A Digital Ad Bubble; Safeguard Scientifics May Sell MediaMath Stake appeared first on AdExchanger.

By Bryn Caruso — vp, sales & customer success at Julius

In less than five years, influencer marketing has gone from a trendy method of marketing amplification to a serious sales driver. We recently surveyed marketers and public relations professionals on the ways that they currently implement influencer marketing, and found that overwhelmingly, they focus their influencer marketing efforts on driving sales.

While encouraging brand advocacy was a close second response, it was clear that even that focus was in service to driving volume and velocity through the ever-changing purchase funnel.

As shown by the data, there were clear common issues that marketers wanted to address in order to optimize their influencer marketing. Across all of these goals, we identified that there were three salient challenges in particular that marketers will need to overcome in order to execute their most successful influencer marketing campaigns in 2018.

Obstacles to overcome in 2018

1. The need for more information about influencers

Those marketers who relied heavily on in-house efforts for campaign management found that a significant amount of time was spent vetting digital influencers as less information about them is made publicly—and readily—available, especially when compared to traditional celebrities. Yet with today’s complex social dynamics and concerns of appropriateness, these efforts will only increase. Plus, marketers surveyed found that the influencer space is getting crowded, making it increasingly difficult to find quality influencers.

The shift to software supporting these in-house efforts provided a basic level of comfort, due to the added level of knowledge. This helped marketers face the challenge of vetting quality influencers vs. a “spray and pray” approach.

2.    Standardization in proposals and pricing

Not all influencer marketing campaigns are created equally. Nonetheless, marketers in 2018 are looking to standardize proposals to both increase efficiency and make the process more comparable. Easily comparing influencers by their reach on their respective social platforms and sending standard rates per-post or per-video created will be paramount this year.

 

3. Increasing analytics to continue to prove the ROI

One challenge that the surveyed marketers had previously faced was the ability to easily show the performance of their campaigns, including the complete value of their chosen influencer from first post to last reached follower. As the entire influencer marketing world moves to increased accountability for sales funnel contribution, so does the desire for an increase in reliable metrics.

Influencer marketing isn’t just here to stay; it will continue to see robust growth in 2018. It’s clear that with more information, marketers are more strategic: vetting the influencers, standardizing process, costs, and protocols, and accurately measuring campaign effectiveness. Through increased focus on these aspects, marketers will be able to make more informed decisions and find the best representation of their brand.

The post In 2018, influencer marketing is about driving sales appeared first on Digiday.