Exponential http://exponential.com/de/ Mon, 18 Dec 2017 09:31:17 +0000 de-DE hourly 1 http://wordpress.org/?v=4.1.21 Exponential Receives New Accreditation by the Trustworthy Accountability Group http://exponential.com/de/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group/ http://exponential.com/de/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group/#comments Wed, 01 Nov 2017 23:06:50 +0000 http://exponential.com/2017/11/01/exponential-receives-new-accreditation-by-the-trustworthy-accountability-group-2/ Recognized for combatting ad fraud with Certified Against Fraud Seal EMERYVILLE, Calif - (November 1, 2017) – Exponential Interactive, one of the largest digital advertising companies globally reaching over 700 million users monthly, has been accredited by the Trustworthy Accountability Group (TAG) with its “Certified Against Fraud” Seal. The accreditation follows TAG’s ‘Certified Against Fraud’weiterlesen

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Recognized for combatting ad fraud with Certified Against Fraud Seal

EMERYVILLE, Calif - (November 1, 2017)Exponential Interactive, one of the largest digital advertising companies globally reaching over 700 million users monthly, has been accredited by the Trustworthy Accountability Group (TAG) with its “Certified Against Fraud” Seal. The accreditation follows TAG’s ‘Certified Against Fraud’ Guidelines, and was achieved via an audit by an independent third party approved by TAG, BPA Worldwide. As required by the TAG guidelines, Exponential also works in compliance with The Media Rating Council’s Invalid Traffic Detection and Filtration Guidelines (MRC IVT Guidelines).

To achieve compliance, Exponential has demonstrated its methodology is in accordance with TAG’s guidelines for its certification against fraud. Exponential employs multiple tools and controls to protect advertisers from invalid traffic, including regularly updated whitelists and blacklists, proprietary activity-based detection checks and manual invalid traffic checks, partner qualification controls for publishers upon being accepted into the network and ongoing process and transaction auditing for publishers. Exponential also employs a thorough compliance process with dedicated compliance and data quality officers and strict processes for handling invalid traffic complaints.

“Exponential is working alongside TAG to combat ad fraud. As an advertising intelligence company, we fully understand and recognize just how important it is to be vigilant about fraud,” said Tim Sleath, VP of product management, Exponential. “The industry is in a new era of digital transparency. It’s vital that companies work to prevent fraud and ensure brand safety. We are proud to play our part in making online advertising a safer, cleaner place and hope other companies follow suit.”

About Exponential

Exponential is a technology-driven advertising company, that enables brands to drive consumer engagement and performance across display, video and mobile.

When you have the right balance of people and technology, amazing things can happen. Exponential uses big data and machine learning to understand consumer interests in real-time, and delivers innovative creative experiences designed to trigger emotions that drive affinity and spend.

For more than 15 years, we have delivered superior advertising products and services that consumers embrace, agencies recommend, brands select, media providers prefer, and our employees are proud of. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.

Media Contact:
Kara O’Donnell for Exponential
kara@kitehillpr.com

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TEN, Exponential Partner For Curated Video Content Ads http://exponential.com/de/2017/10/26/ten-exponential-partner-for-curated-video-content-ads/ http://exponential.com/de/2017/10/26/ten-exponential-partner-for-curated-video-content-ads/#comments Thu, 26 Oct 2017 21:21:41 +0000 http://exponential.com/2017/10/26/ten-exponential-partner-for-curated-video-content-ads-2/ Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN. TEN, Exponential Partner For Curated Video Content Ads LAS VEGAS — Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video adweiterlesen

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Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN.

TEN, Exponential Partner For Curated Video Content Ads

LAS VEGAS — Automotive media company TEN and digital advertising company Exponential Interactive are partnering for a new type of video ad that incorporates curated content from TEN.

Auto marketers can use this type of ad for a specific vehicle, including editorial product reviews and awards to showcase the cars’ performance.

To commemorate their relationship, Exponential and TEN: A Discovery Communications Company hosted an event in conjunction with the J.D. Power Automotive Marketing Roundtable. Megan Neal, TEN’s vice president of social media, discussed how auto marketers can apply TEN’s content to improve their ROI and sell cars.

Research shows that consumers are increasingly moving away from shopping for cars in person and are relying more on online reviews and research to make their purchasing decisions. For example, consumers are now visiting less than two dealerships on average before buying a car. According to Nielsen, there is a 15% lift in purchase consideration for new cars after consumers read third-party expert content.

Exponential reaches more than 700 million users monthly. The Video-Driven Experience Content Amplifier will take curated content and insert it into scalable, and interactive ad units. The ads can use a variety of formats including live stream and 360-degree video.

TEN: A Discovery Communications Company, an automotive media company, is among one of the first media partners for Exponential’s new VDX Content Amplifier offering. TEN offers unbiased content from brands like Motor Trend, which has its own YouTube channel with hundreds of videos and over 5 million subscribers. Auto marketers can tout specific awards associated with different makes and models, and provide credible, expert reviews with an advertorial voice.

“The interactive nature of the VDX ads were particularly appealing to us, as it allows our content to be presented in an engaging and dynamic way to readers,” said Jason Rice, senior vice president, media solutions and strategy, at TEN. “Our goal is to provide consumers with expert guidance on cars and we feel this relationship with Exponential allows us to stay true to this goal.”

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Phish “phans” and how data informs marketers http://exponential.com/de/2017/09/26/phish-phans-and-how-data-informs-marketers/ http://exponential.com/de/2017/09/26/phish-phans-and-how-data-informs-marketers/#comments Tue, 26 Sep 2017 21:21:16 +0000 http://exponential.com/2017/09/26/phish-phans-and-how-data-informs-marketers-2/ Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the mindsweiterlesen

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Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the minds of marketers.

Phish “phans” and how data informs marketers

Data is practically infinite in this industry, so the challenge is to break it down into usable nuggets.

For example, marketers can better offer some value exchange to their potential customers in the form of personalized messaging in the right contexts by using lifestyle data based on consumers’ passion points and content consumption, thus eliminating ad waste and generating customer loyalty and affinity.

Sounds great, right? But what does that mean? Here’s a case study about fans of the band Phish and how data about them can inform marketers on how to best reach this subset:

The “Baker’s Dozen” tour and event-based data collection

Especially in light of the fact that this past summer,Phish embarked on a historic series of concerts called “Baker’s Dozen,” which included 13 shows at Madison Square Garden, 237 songs (without any repeats) and more than 2,000 minutes of music.
Phish “phans” behavior and preferences during the show series shed an interesting light on the types of insights marketers can uncover from a particular set of people convening around a particular event.

Just like the flavors of each donut passed out on each night of the Baker’s Dozen, Phish phans are truly a unique bunch. To understand this group better, we analyzed anonymous internet users interested in the band during the month of July 2017 and uncovered some expected behaviors and some surprises.

Demographics: Anyone who has waited in the restroom lines at Madison Square Garden knows that the band’s followers tend to skew male, and data confirms that Phish “phans” are about 25% more likely to be male than female. In terms of age, we see the highest lift for interest in Phish from internet users aged 36-40, which sounds about right for those coming into fandom during the height of Phish’s popularity during the mid to late 90s.

Preferences: Our data shows that Phish phans are 17x more likely to be interested in rock music than the average internet user and 13x more interested in jazz.

Geography: With its roots as a band in Vermont and many early shows across New England, it’s also no surprise we see strong interest in the band from folks living in places such as Portland, Maine, Boston, Massachusetts, and their home state of Vermont. But we also see interest in the band from residents of Wisconsin, Colorado, and Nevada.

Lifestyle: What do Phish phans like to buy? Considering many now have children, we see a 14x lift over average for electronics related to children’s learning and education, as well as 13x lift for bikes and skates. Many Phish phans have also been known to be musicians themselves, as evidenced by an 11x lift in guitars and other musical instruments. They also like to shop for art and collectibles as well as flowers and gifts. Finally, we see a 17x lift for home improvement related to the garage and a 13x lift for griddles and grills to cook grilled cheese on the lot, or a feast at home for the family.

Brand preferences: In terms of affinities for specific auto brands, their favorite vehicle to road trip with is Subaru, which is a brand known for its Outback, Forrester and Crosstrek, all vehicles equipped with the versatility and ability to deal with any kind of weather and terrain. This coincides with another interest of camping and hiking, which Phish phans are 15x more likely to do than the average.

Travel: Traveling to family friendly destinations such as Universal Studios in Orlando, FL was also high on the list with a 12x lift. Phish phans also go on excursions, music and arts festivals (27x) international trips to places such as Australia and Iceland (15x and 12x, respectively), and proactively booking snowboarding trips to mountain resorts (23x).

Sports: Sports preferences are also telling. Phish phans prefer MLB teams such as the Washington Nationals (70x, possibly some carry over fandom from the “Wilson” chant for their former catcher Wilson Ramos?) Cincinnati Reds (15x) and Boston Red Sox (11x), along with the rest of the AL East (9x).

Like any other consumer segmentation, taking into account the human element is the key to bringing data to life. By learning more about Phish phans and their preferences, marketers can move beyond the surface level of “music lover” segmentation into microsegments based on their passion points of jazz music, Subaru vehicles, children’s learning tools, adventure travel and New England roots.

This example demonstrates how diving deep into your customer’s profile and interests can help guide smarter and more effective marketing. Knowing who your audience is marks the first step to success in this age of personalization.

Jim Johnson is the vice president of account planning at Exponential Interactive.

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Portrait of a travel-minded consumer http://exponential.com/de/2017/09/08/portrait-of-a-travel-minded-consumer/ http://exponential.com/de/2017/09/08/portrait-of-a-travel-minded-consumer/#comments Fri, 08 Sep 2017 19:32:07 +0000 http://exponential.com/2017/09/08/portrait-of-a-travel-minded-consumer-2/ There is new data that paints a picture of what consumers are doing online in the days and weeks leading up to travel. This is what marketers need to know.

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Portrait of a travel-minded consumer

There is new data that paints a picture of what consumers are doing online in the days and weeks leading up to travel. This is what marketers need to know.

When consumers travel, prepping isn’t only about best airfare or the cheapest hotel – not even for those who are traveling for work. Of course, marketers know that travelers will be looking into restaurant and hotel information, but the new data out from Exponential, focused on travelers to Las Vegas, breaks that information out into time frames that could give marketers a great chance to engage and convert those consumers.

For example, people who are traveling for extended stays in an area begin packing for their trips about 90 days before leaving; during this time frame, the consumer is most interested in package deals – so hotel/airfare combinations, or meal packages are likely of interest. Then, at about 60 days out, consumers will begin looking at events – concerts, local interest hangouts, sporting events. This is the point when business people, especially, begin booking hotel stays.

“Travelers are some of the most valuable audiences for marketers. To help better understand their decision making, we explored behaviors that travelers exhibit before arriving at a popular destination such as Las Vegas. We found four types of visitor, each with a unique sequential pattern, that serve as a blueprint for marketers looking to reach these traveler segments,” said Bryan Melmed, Vice President, Insights, Exponential.

For restaurants and comedy clubs, targeting consumers who are about 45-30 days out of a trip is important because this is when traveling consumers begin making their actual decisions about entertainment and dining for the trip. Then, for retailers, about 15 days pre-travel, consumers will begin looking at local shops to plan their shopping visits.

While this information doesn’t guarantee that marketers will engage traveling consumers, knowing what these customers are looking for prior to leaving for their destination can go a long way toward creating a sense of engagement.

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Gastkommentar: Herausforderungen und Trends im Digital Marketing für 2017 http://exponential.com/de/2016/12/20/gastkommentar-herausforderungen-und-trends-im-digital-marketing-fur-2017/ http://exponential.com/de/2016/12/20/gastkommentar-herausforderungen-und-trends-im-digital-marketing-fur-2017/#comments Tue, 20 Dec 2016 11:09:42 +0000 http://exponential.com/?p=22434 Gastkommentar von Stefan Kuhlmann, Managing Director DACH Exponential Interactive

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Gastkommentar: Herausforderungen und Trends im Digital Marketing für 2017 by Stefan Kuhlmann

Gastkommentar von Stefan Kuhlmann, Managing Director DACH Exponential Interactive

1. Transparenz auf allen Ebenen wird zum Postulat und schafft mehr Akzeptanz für Onlinewerbung

Das immer noch herrschende Misstrauen bei Werbetreibenden gegenüber intransparenten Abrechnungsmodellen auf Agenturseite und uneinheitlichen Standards zum Beispiel bei Ad- und Audiencefraud und Sichtbarkeit kann nur durch allerhöchste Transparenz aller Beteiligten ausgeräumt werden – mit dem „Code of Conduct“ werden 2017 nun einheitliche Standards geschaffen. Mehr Kreativität und Relevanz wird sich letztlich auch positiv auf die Akzeptanz von Onlinewerbung bei dem Endkonsumenten auswirken.

2. Die Branche muss ihre Hausaufgaben erledigen, bevor ständig neue Trends ausgerufen werden

Auch im Jahr 2017 wird es wieder eine Vielzahl von „the Next Big Thing“ (etwa die Chat Bot Revolution) geben. Oft vergessen wir hier jedoch, den ersten Schritt vor dem zweiten zu gehen. So wird etwa Programmatic Creation bereits als nächste programmatische Evolutionsstufe gehandelt und diskutiert. Nur leider haben wir Ad-Technology-Anbieter, Vermarkter, Digital- und Mediaagenturen sowie Werbungtreibende rund um die Basics wie Plattformen, Prozessen und Handling auf Demand (DSP)- und Supply-Seite (SSP) unsere Hausaufgaben noch nicht gemacht.

3. Programmatic ist die Zukunft, wenn das Umfeld und die Formate stimmen

Ohne Zweifel: Programmatic ist gekommen, um zu bleiben – dabei wird das Wachstum in den nächsten zwei Jahren insbesondere von mobilen Endgeräten und hier besonders Smartphones getrieben – Voraussetzung nicht nur hier: Die Verfügbarkeit von Premium-Inventaren – auch das Thema Brand Safety wird noch stärker in den Focus rücken – sowie reichweiten- und aufmerksamkeitsstarken Werbeformaten auf dem mobilen Screen.

4. E-Commerce und Digitales Marketing wachsen zusammen, Omnichannel-Strategien müssen in diese Entwicklung eingebunden werden

Programmatic Advertising ist der effizienteste Weg, um Konsumenten entlang der Customer Journey mit für sie interessanten Botschaften zum richtigen Zeitpunkt anzusprechen. Wenn wir Omnichannel-Strategien besser integrieren, können wir noch bessere Ergebnisse erzielen. E-Commerce und Digital Marketing werden zu einer Einheit, die Käufer zukünftig digital noch stärker aktivieren kann.

5. Die Werbezukunft liegt im mobilen Video, mit all seinen innovativen Umsetzungen wie Virtual Reality und Augmented Reality und Live-Video-Streaming

Mehr denn je gilt die goldene Regel der Werbebranche: „Money follow Eyeballs“. Will heißen: Die Smartphone-und Tablet-Nutzung steigen weltweit weiterhin rasant an, mobile Werbung wächst auch im Jahr 2017 und darüber hinaus: Laut einer Zenith-Studie wird bereits 2018 mehr Online-Werbung auf mobilen Geräten ausgeliefert als auf Desktops. Video und mobile Videowerbung setzen sich zunehmend durch. Umsetzungen in Virtual Reality (VR) und Augmented Reality (AR) kommen bei Endkonsumenten besonders gut an, zum Vorteil für Werbetreibende: Der Nutzer interagiert mit der Marke, Werbung wird aktiv wahrgenommen, Erlebnis und Emotion stehen im Vordergrund, Content  und Werbung verschmelzen immer mehr. 360-Grad-Videos sind bereits dabei sich zu etablieren. Nutzer der Sozialen Medien sind besonders an unmittelbaren Inhalten interessiert (Stichwort: „More-in-the-moment“ Content), deshalb wird sich Live-Video-Streaming in 2017 zum großen Thema entwickeln.

6. Daten müssen an einem Punkt zusammengeführt werden, um Werbung zentral steuern zu können, Evaluierung wird zum wichtigen Thema

Die Touchpoints der digital handelnden Konsumenten nehmen immer mehr zu – auf verschiedenen Geräten und Kanälen. Deshalb ist es unerlässlich,  diese zusammenzuführen, um alle Werbeaktivitäten entlang der Customer Journey aus einer zentralen Datenquelle zu planen und zu steuern. Attributionsmodelle und Evaluierungsplattformen gewinnen dabei an Bedeutung. Bevor ein digitaler Einkauf getätigt wird, durchlief der Konsument bereits deutlich mehr als 30 Touchpoints. Evaluierung könnte dann die wichtige Frage beantworten: Welcher Wirkungsbeitrag kann einem einzelnen Touchpoint zugeordnet werden?

7. Last-Touch-Attribution und Last-Click (Clickers do not convert) gehören bald der digitalen Steinzeit an

In diesem Kontext gehören Last-Touch-Attribution und Last-Click (Clickers do not convert) bald der digitalen Steinzeit an (mit Ausnahme von Search) – ebenso wie rein Umfeld-getriebene Planungsansätze, die mehr und mehr von Smart Data, Sophisticated Customer Insights, etwa Nutzerinteressen, und Cognitive Advertising abgelöst werden.

8. Künstliche Intelligenz, Machine Learning und Datengetriebene Automatisierung geben künftig im Marketing den Ton an

Datengetriebene Automatisierung, Machine Learning sowie Künstliche Intelligenz werden die Relevanz von Marketingentscheidungen nachhaltig verändern. Laut einer aktuellen Veröffentlichung des Statistischen Bundesamtes setzen allerdings bislang nur 6 Prozent der deutschen Unternehmen Big-Data-Analysen ein! Dies wird sich in Zukunft mit Sicherheit ändern.

9. Digitale Werbung hat große Zukunft, wenn der Konsument und die Customer Experience in den Mittelpunkt gestellt werden

Social Media beflügelt das Wachstum der digitalen Medien und damit der digitalen Werbung, umso wichtiger wird es, die Vielzahl digitaler Touchpoints zu orchestrieren.  Im Management digitaler Touchpoints liegt die größte Herausforderung. Dies kann nur gemeistert werden, wenn wir als Branche die Interessen der Konsumenten in den Mittelpunkt stellen und interne Blockaden bei Unternehmen und Agenturen aufbrechen. Dazu können Unternehmen mit mehr „Customer Centricity“, dem Aufbrechen bestehender Silos (von Marketing, Vertrieb, Kommunikation, Media, Service und Entwicklung) und relevanter One-to-One-Kommunikation (die keine Vision mehr ist) beitragen.

Stefan Kuhlmann ist Managing Director DACH bei Exponential Interactive, einem globalen Anbieter von digitaler Werbetechnologie und Kreation.

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Keine Angst vor 
Maschinenlernen http://exponential.com/de/2016/12/07/keine-angst-vor-%e2%80%a8maschinenlernen/ http://exponential.com/de/2016/12/07/keine-angst-vor-%e2%80%a8maschinenlernen/#comments Wed, 07 Dec 2016 11:05:06 +0000 http://exponential.com/?p=22432 Maschinenlernen ist eine mo­derne Wissenschaft, die Muster identifiziert und Vorhersagen, basierend auf der Auswertung von großen Datenmengen, deren Musterkennung und tiefgreifenden Analysen, entwickelt. Stefan Kuhlmann will in einem Gastbeitrag die Angst vor Maschinenlernen nehmen.

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Keine Angst vor Maschinenlernen

Maschinenlernen ist eine mo­derne Wissenschaft, die Muster identifiziert und Vorhersagen, basierend auf der Auswertung von großen Datenmengen, deren Musterkennung und tiefgreifenden Analysen, entwickelt. Stefan Kuhlmann will in einem Gastbeitrag die Angst vor Maschinenlernen nehmen.

Maschinenlernen ist besonders effektiv in Situationen, wo Rückschlüsse und Vorhersagen aus großen, vielfältigen und sich schnell verändernden Datenmengen getroffen werden müssen. In diesen Fällen übertrifft Maschinenlernen die traditionellen Methoden an Genauigkeit, Tiefe und schneller Verfügbarkeit. Maschinenlernen und Künstliche Intelligenz haben längst in unserer Welt Einzug gehalten. Für das IT-Beratungsunternehmen Gartner Group ist das Thema KI das Thema des Jahres 2016 und hat die Utopie eines Hypes verlassen. Investmenthäuser wie Goldman Sachs sind deshalb auch sehr optimistisch bei den Wachstumsprognosen für diesen Markt. Bei Research & Markets prognostiziert man ein durchschnittliches Wachstum von mehr als 50 Prozent in den nächsten Jahren – wurden 2014 noch knapp 420 Millionen US-Dollar im Markt für künstliche Intelligenz (KI) umgesetzt, dürfte dieses Volumen im Jahr 2020 mehr als 5,0 Milliarden US-Dollar erreichen.

Verbraucher in Europa sehen KI positiv

Verbraucher in Europa haben wenige Ängste vor einer Übermacht von KI und dem Phänomen des Maschinenlernens. Im Rahmen einer Studie von Rocket Fuel hatten durchschnittlich 43 Prozent der befragten Europäer eine positive Einstellung zur Künstlichen Intelligenz, nur zehn Prozent zeigten sich eher skeptisch. 23 Prozent der Befragten trauten ihr sogar zu, dass sie große Probleme der Menschheit lösen könnte.

Auch Anbieter von digitalen Werbelösungen setzen zunehmend Technologie beim Zielgruppen-Targeting und bei Optimierungsstrategien ein. Maschinenlernen und Künstliche Intelligenz erweisen sich für die Datensammlung und Analyse im Marketing als sehr hilfreich. Der digitale Verbraucher hinterlässt viele und sich schnell verändernde Spuren im Netz, die durch Maschinenlernen analysiert werden können, und dafür sorgen, dass Kampagnen effektiver und relevanter für Zielgruppen sind.

Skepsis bei Marketern

Dem gegenüber steht eine nach wie vor große Skepsis bei Marketingverantwortlichen. Ist es die Angst vor Kontrollverlust? Hält man sich krampfhaft an den Methoden der Vergangenheit – Intuition und Annahmen – fest, obwohl der Verbraucher längst viel differenzierter geworden ist als noch zu Zeiten von Meister Proper Werbung & Co. und mit relevanten Inhalten in seiner jeweiligen Nutzungssituation angesprochen werden möchte?

Maschinenlernen erhöht die Kampagneneffektivität signifikant

Ad-Technologie und Maschinenlernen gewährleisten es, Onlinewerbung genau an den Nutzer auszuliefern, der sich für eine Marke interessiert. Die Conversion-Wahrscheinlichkeit steigt signifikant an. Warum nutzen die Werbetreibenden dieses Wissen nicht? Maschinenlernen, in der Onlinewerbung eingesetzt, hilft Annahmen zu validieren, kann neue und überraschende Erkenntnisse bieten, aber auch ganze Marketingstrategien in Frage stellen. Vielleicht ist dies das Problem: Man tut sich einfach schwer, liebgewordene Vorurteile über Konsumenten und Zielgruppen über den Haufen zu werfen.

Bringt uns Maschinenlernen um den Job?

Die Ängste sitzen wahrscheinlich sogar noch tiefer: Künstliche Intelligenz könnte ganze Teile der Branche überflüssig machen. Ich bin überzeugt: Trotz aller Lernfähigkeit der Maschinen bleiben Daten menschlich, und wir werden auch in Zukunft gebraucht, um Daten in den Kontext einzuordnen und auch zu definieren, was mit der Datenanalyse erreicht werden soll. Maschinen sind uns in der Umsetzung und Verarbeitung von großen Datenmengen und ihrer Indexierung überlegen. Trotzdem wird der menschliche Input weiterhin gebraucht.

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Bald per Augmented Reality direkt neue Werbeformate nutzen? http://exponential.com/de/2016/11/28/bald-per-augmented-reality-direkt-neue-werbeformate-nutzen/ http://exponential.com/de/2016/11/28/bald-per-augmented-reality-direkt-neue-werbeformate-nutzen/#comments Mon, 28 Nov 2016 22:24:51 +0000 http://exponential.com/?p=22498 Es ist jedenfalls ein gutes Beispiels, wie Werbung in Zukunft sich verändern könnte. Wer seine Webcam künftig aktiviert hat und Werbung zulässt, könnte schon bald mittels einer Trackings-Technologie passgenaue Werbung erhalten. Dank Augmentd Reality wird die Kopf- und Gesichtsform des Nutzers direkt gemessen und via eines Face-Filters dann virtuelle Objekte wie beispielsweise Brillen, Mützen, Helme oder Hüte in das Originalbild zu überblenden.

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Bald per Augmented Reality direkt neue Werbeformate nutzen?

Es ist jedenfalls ein gutes Beispiels, wie Werbung in Zukunft sich verändern könnte. Wer seine Webcam künftig aktiviert hat und Werbung zulässt, könnte schon bald mittels einer Trackings-Technologie passgenaue Werbung erhalten. Dank Augmentd Reality wird die Kopf- und Gesichtsform des Nutzers direkt gemessen und via eines Face-Filters dann virtuelle Objekte wie beispielsweise Brillen, Mützen, Helme oder Hüte in das Originalbild zu überblenden.

Exponential Interactive bietet eine solche Funktion nun an. Dabei soll der Facefilter zunächst für Display- und InStreaming-Angebote zur Verfügung stehen.

„Interaktive Werbung ist stark auf dem Vormarsch, Webcam-Adaptionen liegen dabei mittlerweile bei 80 Prozent, umso mehr freuen wir uns, den VDX Face Filter vorstellen zu können. Ob es das Ziel ist, mit einer Zielgruppe in Kontakt zu treten oder zu interagieren, oder eine stärkere Bindung zwischen Produkt und Käufer zu erzeugen, Exponential bietet als erster eine skalierbare Augmented Reality-Lösung “, so Stefan Kuhlmann, Managing Director, Exponential Interactive DACH.

Die neue Werbeform ist sicherlich nett, nur muss man sehen, wer har in der Praxis seine Webcam von Hause aus an und wie will man die Nutzer, die die Webcam nicht angeschaltet haben, dazu auffordern dies zu tun. In der Theorie sicherlich eine nette Ergänzung, in der Praxis stellen wir es uns zunächst einmal etwas schwierig vor.

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The Triple Threat Of Ad Blocking, Viewability & Fraud http://exponential.com/de/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud/ http://exponential.com/de/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud/#comments Wed, 27 Apr 2016 18:09:14 +0000 http://exponential.com/2016/04/27/the-triple-threat-of-ad-blocking-viewability-fraud-2/ The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt? Viewability Viewability is mainly a question of pricing. The tools marketers canweiterlesen

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The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt?

Viewability

Viewability is mainly a question of pricing. The tools marketers can use to assure good viewability, and the inventory to deliver it, do exist, but for a price. This question of pricing will take some time for players and customers to adjust. The greater challenge we face is the old issue of trying to serve two distinct masters – optimizing for good cost per acquisition (CPA) and good viewability when the two things aren’t directly linked. There are rumblings about the need for a viewability/CPA combined metric, although it looks like we’ll have to wait a bit for that.

Fraud

Although it’s not necessarily a new trend, fraud is a huge concern for marketers. Fraud is a question of constant vigilance, but for most in the value chain, it’s already addressed by viewability. If you’re buying viewable, you should have already taken out non-human traffic – this is the standard of both JICWEBS in UK and the Media Ratings Council (MRC) in the USA.

Since only humans can truly “see” ads, high fraud leads to low viewability and in siphoning off revenue, fraudsters have brought about poor user experiences that contribute to the rise of the next obstacle – ad blocking.

Ad Blocking

2016 has already become the year of ad blocking. Even though it’s a thorn in most marketers’ sides, all invested parties will come out better off. Consumers will end up getting better experiences and publishers will get fair revenue via fewer, better quality ads. This will be facilitated by the twin strategies of publishers blocking ad blockers (short term) and rationalization of the supply chain (longer term) to focus on the partners adding value, rather than just another pixel call that slows down pages, soaks up bandwidth and results in user frustration.

Marketers realize that ad blocking is a problem – it has been discussed and debated by seemingly everyone in the industry. Most recently, the IAB launched its D.E.A.L. program, which is meant to facilitate a clear message around the value exchange between users and publishers. Namely, consumers must either view the ads or pay the publisher money for the content. Content cannot be consumed for free.

But it remains to be seen if the IAB’s DEAL and LEAN programs (and also the TAG registration initiative) will have the desired effect of cleaning up the industry and user experience.

So, what’s a marketer to do?

Which one of these challenges is more of a threat? That depends on whom you ask. For a publisher, viewability is an opportunity, while ad blocking is a threat, especially given the uncertain future and continued adoption. For vendors, viewability is a short-term challenge, unless the vendor has a strong direct publisher relationship, which would allow them to adapt.

Fraud and ad blocking, if uncontrolled, represents a threat to the larger ad tech industry and so warrant more attention in the months ahead.

Brands and advertisers should expect a high level of service, especially when it comes to viewability and fraud levels; however, they and their agencies should adopt the industry standards for such criteria.

For example, the MRC has issued standard guidance on viewability, but there’s still a sense of one-upmanship of some parties wanting increasingly strict limits. This fragmentation of standards in this nascent field ultimately makes it harder to clean things up across the board. Equally, advertisers and agencies should accept that while every interested party will tell you their version of the truth, there is always discrepancy, oftentimes considerable discrepancy, between them.

Unfortunately, marketers still don’t have a tight grasp on these challenges. While it would be good to see more consistency from buyers, there has been reasonable activity and progress made industry-wide. The IAB is promoting good standards, however, that does not always result in everyone being on the same page.

It seems like just yesterday that these topics were barely a concern but, as we move further into 2016, it’s apparent that ad blocking, viewability and fraud are here to stay. Similar to most other trends and evolutions throughout the years, it’s the companies that are able to adapt who are able to come out ahead.

Most problems, especially those as pervasive as these three, cannot be solved with just the flip of a switch. Rather, it’s up to those in the industry to prepare for the obstacles they can see and brace for those not yet visible.

As VP, Product Management, Tim Sleath oversees the development of Exponential’s platform strategy and data analytics capabilities as well as the networks quality to assure brand safety and appropriate data protection for clients, publishers and Internet users.

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Exponential Interactive Named Finalist for sfBIG’s BIG Star Award http://exponential.com/de/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award/ http://exponential.com/de/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award/#comments Thu, 21 Apr 2016 21:18:24 +0000 http://exponential.com/2016/04/21/exponential-interactive-named-finalist-for-sfbigs-big-star-award-2/ Exponential recognized for its data report on Republican primary voters by the sfBIG panel of judges We are excited to announce that Exponential has been named a finalist for sfBIG’s BIG Star Award in the category of “Best Use of BIG Data.” The submission for this category included an audience insights brief on which celebrities and musiciansweiterlesen

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Exponential recognized for its data report on Republican primary voters by the sfBIG panel of judges

We are excited to announce that Exponential has been named a finalist for sfBIG’s BIG Star Award in the category of “Best Use of BIG Data.” The submission for this category included an audience insights brief on which celebrities and musicians held the greatest sway with Republican primary voters, and how advertisers can use this type of data to connect with target audiences.

For example, the brief found that GOP voters are 13.5 times more likely than the average internet population to research Mindy Kaling. While Republican voters’ attraction to the first-generation, American-Indian comedian is not immediately obvious, the fact that she revealed her desire to own a handgun and described both her parents as conservative Republicans may shed light on this appeal.

Likewise, GOP voters are 9 times as likely to research Robert Downey Jr. than the average Internet population. Downey’s onscreen superhero bravery and valor align well with the Republican Party’s rhetoric and value system. Additionally, Downey has attended events for both Democratic and Republican parties in the past: a fundraiser for President Obama at George Clooney’s home and a Minneapolis Republican Convention in 2008.

Other celebrities that were found to resonate well with GOP voters: Kate Upton, U2, Sandra Bullock, Taylor Swift and Katy Perry.

Read the full brief here.

“It’s wonderful to be recognized by sfBIG for our data, especially given the caliber of fellow ad tech companies in the Bay Area,” said Bryan Melmed, VP, Insights Services at Exponential. “We’ve focused so much effort on providing detailed, relevant insights for advertisers and marketers, and welcome that big data is recognized as a powerful tool for any business objective.”

Exponential has a dedicated Insights Services team that gathers and analyzes data points to provide insights for marketers, brands and advertisers. In addition to optimizing campaigns and improving targeting, Exponential uses its data to derive conclusions and insights about audiences and consumer behavior.

Winners will be announced at the 2016 sfBIG’s BIG Star Awards April 21st at the Terra Gallery in San Francisco. More info on the event can be found here.

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Exponential Study Finds Interactive Video Units Outperform Standard Banner, Pre-roll Ads http://exponential.com/de/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads/ http://exponential.com/de/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads/#comments Wed, 13 Apr 2016 18:49:11 +0000 http://exponential.com/2016/04/13/exponential-study-finds-interactive-video-units-outperform-standard-banner-pre-roll-ads-2/ Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads EMERYVILLE, CA (April 13, 2016) – Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month, has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perceptionweiterlesen

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Eye tracking and facial coding technology measure emotional, physical reactions to interactive ads

EMERYVILLE, CA (April 13, 2016) – Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month, has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising – which finds that interactive video advertisements are significantly more impactful than standard banner and pre-roll video ads.

Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of interactive video. The study compared VDX interactive video ad units to 30-second pre-roll units and standard banner units, focusing on three key KPIs – attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated via eye tracking and interaction rates, facial expression and surveys, respectively.

The study found that interactive video ads are more effective at seizing attention, provoking emotion and driving brand impact. Key takeaways and statistics include:

  • Interactive video impacts purchase consideration. 17 percent of users who viewed an interactive pre-roll video ad and 19 percent of users who viewed an interactive rectangular video unit stated they “definitely will” consider purchasing the brand in the future. That statistic was only 13 percent for the standard pre-roll.
  • Interactive video advertising units generate positive brand perception and make a lasting impression. Compared to standard pre-roll units, video-driven units held attention for over twice as long, produced higher ad recall rates and boosted brand perception.
  • An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself. 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size. Interactive teasers are also 3x more likely to stimulate a positive emotional reaction (particularly ‘Focus’). Further, 82 percent of those who viewed the teasers reported “favorable” or “very favorable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner.

“This study validates what we’re seeing every day – that interactive video is a powerful digital vehicle for brand impact,” said Bryan Melmed, VP, Insights Services, at Exponential. “The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences.” 

Methodology

In the study, a sample of 500 panel-recruited participants were asked to browse a series of realistic mock websites how they would naturally – at home and using their own devices. Throughout exposure, users were monitored via their webcams for their facial expressions, visual gaze, and navigation while surfing the pages. After users finished browsing, they were then exposed to an additional mock webpage with generic editorial content and additional dummy advertisements. To assess brand lift metrics, users were presented with a seven-question survey assessing recall and brand perception.

The study can be found here.

About Exponential

Exponential Interactive delivers innovative advertising experiences that transform the way brands interact with audiences across desktop and mobile. Exponential’s platform fuses one of the largest global digital media footprints and proprietary data with user-centric ad formats designed to drive engagement and action. Creativity and audience insights form the foundation for building smarter, more relevant solutions for advertisers and publishers. Exponential was founded in 2001 and has locations in 22 countries. For more information, please visit www.exponential.com.

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