November 16, Story. Tech SLS, Los Angeles Connecting digital leadership to explore and share strategies and tactics around video to drive full funnel performance. Duryea Ruffins shares insights and learnings on video storytelling, engagement and measurement as the Story.
This missed opportunity is a glaring one. Marketers spend a great deal of time and expense attracting and nurturing potential customers in a personalized way, but more often than not, they receive roughly the same experience as the average Joe coming to their web site cold. Unlike the unbundling and re-bundling and unbundling of creative and media that has occupied the overall marketing conversation of the past two decades, digital tech giants, such as Adobe, Salesforce and Oracle, have each been headed in a different direction.
They slowly built their competitive war chests over the past 10 years, offering a more comprehensive integration between media and creative, while the rest of the industry argued over the best approach.
These massive Silicon Valley juggernauts are slowly but methodically developing a complete view of every customer with the ability to execute personalize messaging and media both on and offsite, using a completely integrated solution.
These companies are creating the incredible ability to use customer centricity and single-source consumer profiles that will allow brands and agencies to create audience segments and personas, and predict behaviors across both web and mobile. Using data aggregation, management and activation, this single source of data allows for the analysis, execution and optimization for new and existing customers throughout the sales funnel.
Whether it be reaching new prospects that have been modeled against or the bread-and-butter existing customer segmentation, this novel solution will provide a big leg-up on maximizing lifetime value LTV. This level of intelligent customer identification is the first step before actually reaching audiences with content in context, both on-site and off-site.
As an added advantage, single-source-of-truth creates a natural rallying point for both creative and media teams alike.
Unfortunately, on the agency side, traction has barely even begun. First, contracts and licenses for sites and email solutions are typically held between the client and the enterprise-level solutions. Very rarely shall the two twine.
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With the acquisitions of companies like Krux by Salesforce and TubeMogul by Adobe, these behemoths are moving beyond existing customer monetization and opening the door to a connected world of sourcing new customer prospects using search, social, display and in some cases, connected TV. The next move for agencies and brands will be to break down the final silo of the digital world and create a complete and personalized user journey.
Quigley-Simpson executives offered eight ways to vet a PTV solution. The transactions must be enabled by technology, not merely dashboards.
Look for access to linear TV inventory. Set specific criteria for the buyer or the seller and let the algorithm meet their needs. While Ramirez was speaking of media broadly, the rise of performance-based buying and selling will have its biggest impact on TV advertising, I think. Performance dominates digital advertising, because it can be measured and optimized that way.
And performance is what marketers truly want, fundamentally, when they buy. Advanced targeting is key to any PTV platform. Move beyond age and gender demographics; layering in first- and third-party data targeting is a must. Programmatic is much more than just a transactional tool for advertising. Ramirez acknowledged this is a challenge.
Third-party verified posting is critical. Advertisers need schedule and cost transparency.
For example, a media schedule should provide details down to the DMA, network, time, and date that a campaign runs. Identify fully automated self-service platforms that enable a complete view and collect intelligence on where the biggest opportunities lie. Michael Berg, associate director, cross-screen engagement, Quigley-Simpson, offered two case studies.
One involved a campaign that targeted allergy sufferers. Since this target is hard to reach on linear TV, the agency monitored conversations on social media around specific brands, as well as conversations about specific TV shows. The Nielsen data was refreshed on a weekly basis. Multi-cultural partner agencies on the campaign included: The media planning agency was GP Generate.
Mohamed Lahouaiej Bouhlel's mobile phone records suggest he used dating websites and dabbled with drugs and drink, French media reported.
The handset was picked up by police officers after they shot him dead last Thursday in a lorry that he had used to kill 84 people on the Promenade des Anglais, in the French city of Nice.
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According to officers, the phone is proving more important to the investigation than the seven suspects currently in custody for their links to the terrorist. The killer is said to have sent a chilling text message demanding weapons minutes before the seafront massacre. Mohamed Lahouaiej Bouhlel Credit: He sent a flurry of texts shortly before the attack. Bouhlel fired a 7. Other weapons found in the lorry turned out to be fakes or replicas.
CCTV cameras on the Promenade des Anglais, the scene of the massacre, captured Bouhlel twice in the two days before the attack driving the lorry as he scrutinised his surroundings, apparently preparing how best to execute the attack. Matrix Bouhlel's phone is said to be full of messages, videos and photographs, including ones of men and women he had recently slept with.
Two hundred officers are now working exclusively on inquiries related to data found on the phone. Bouhlel loved sending selfie photos to people, and would record all of his relationships with other people, however brief.
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He visited gyms and salsa bars regularly, and would also visit websites "showing pictures of executions", said BFM TV. The divorced father-of-three also used his phone to prepare his attack on civilians, including hundreds of children enjoying a Bastille Day fireworks display. He also took a selfie of himself inside the hired truck just before heading off on his killing and maiming spree, sending it to family members in his native Tunisia.
He was assessed by a psychiatrist in Tunisia in after his father became concerned about his behaviour.
However, an intelligence source cautioned: Everyone knows everyone there. He seems to have known people who knew Omar Diaby a known local Islamist believed to be linked with the Al Nusra group close to Al Qaeda. His brother Jaber also said he had not seen his brother for several years and the money had come as a complete surprise.
Bouhlel is reported to have contacted his family just hours before the attack to say that everything was normal, even sending a selfie to Jaber. White roses, bouquets of lilies and sunflowers now lay scattered the length of the seafront road, with candles, handwritten notes and children's toys - including teddy bears, balloons and angel figures - also left. On one bouquet, a note indicated it had been placed where a candy store had been set up.
Floral tributes have been left along the promenade At another spot, just down from where the tonne lorry finally came to a halt, a local played the piano as mourners gathered around to grieve.
Armed French police maintained a heavy presence throughout the day. One officer estimated that thousands of people were visiting the tributes, which started almost as soon as the massacre ended on Thursday night, every hour.