Collective Thinking
Listen: Joe Apprendi Discusses Latest Trends in Digital Advertising with The Executive Report
August 11, 2011
The Executive Report interviewed Collective CEO Joe Apprendi on the evolving landscape of the digital media marketplace.
The click is dead. Really.
December 15, 2010
A fascinating report from ComScore proves “online display ads work in the same way as traditional media by building sales beyond the initial exposure – and that an immediate click isn’t a relevant metric.” Seems obvious, as Comscore's Gian Fulgoni writes “I thought it had become evident to everyone that the click is an inappropriate metric to use to gauge the effectiveness of display ads, since the evidence of the irrelevance of the click is overwhelming.”
Consider the following:
• comScore research conducted in conjunction with Starcom showed that only 16% of all Internet users now click on a display ad in a month, down from 32% a year earlier.
• Doubleclick has reported that click rates on individual ad campaigns around the world average about 0.1%. If one uses the click, the low click rate would lead one to conclude that online advertising doesn’t work.
• Yet, research conducted by comScore in the U.S. and in Europe has shown that display advertising does indeed have a substantial and positive impact on consumer behaviour – even in the absence of a click.
Data Amplification
November 5, 2010 by Andrew Q. Kraft
The ability of marketers to now find highly precise specific audience sets online, enabled by data companies such as BlueKai and eXelate, is piquing clients' interest. There's no question that data is suddenly the "it thing" and data is available more easily than ever before. Audience targeting is a key component to optimise campaigns, drive business results, and crucial in meeting advertisers' overall needs.
Data, however, can be a trap, as well. It is "easy" to sell to a marketer the audience they think they want (e.g. "auto intenders according to Bluekai and eXelate who also are moms according to DataLogix"). The problem is those audiences tend to be small. No data provider has managed to tag even a majority of these pools. Why? How many auto intenders do not go to Kelly Blue Book (or now Autotrader)? Most of them. How many moms do not go to moms sites? Most of them. The key question is... how can you find more of these users? Data Amplification is the answer.
How To Choose an Ad Network for Branding
October 25, 2010
A recent Advertising Age White Paper provided valuable advice to advertising agencies evaluating ad network partners for branding campaigns. A worthy read for any online marketer, we think the report provides particularly sound advice for selecting an ad network. Here are some of the questions Ad Age recommends you ask:
"How does the network secure its inventory?"
Collective has always provided advertisers with fully transparent inventory from the world’s leading publishing brands. 80% of our inventory is sourced directly from publishers. The rest via leading exchanges using our proprietary domain white list and screening technology for brand safety.
"Does the network guarantee the ads will run above the fold?"
Collective is the only network that measures view rate and time spend viewed on all ads for optimization and environment monitoring. Over 90% of our ads are above the fold and we can guarantee ATF placement if requested. And you can choose to exclude any inventory you don't want.
At IAB Ad Nets and Exchanges Marketplace
After sitting on a panel of experts discussing data and transparency at the IAB's Ad Network and Exchanges Marketplace event, Collective CEO Joe Apprendi shared his thoughts on the evolving display ecosystem with Marla Aaron of the IAB.
