• Chris DeMartine

There are five problems with data-driven marketing as it exists today. They may be obvious, but consumers are still adversely affected. Take a couple minutes to think like a consumer and not like a marketer, then consider how wonderful the world would be if we truly embrace the following concept:

Whether or not you agree, the following hypothesis has been tested seven times by multiple Fortune 100 brands:

Hypothesis: ROAS improves when consumers guide the advertising process.

The testing is over, at least for one of the largest global brands. After multiple campaign applications, the results are clear. While a hypothesis by definition can never be 'proven', this one is yet to be disproven. Every time it was tested, the outcome was a significant savings from increased return on ad spend (ROAS). Equally important were the positive implications for brand and customer loyalty.

The future of advertising is bright and consumers need not have a target on their backs. Will consumer-guided advertising supersede data-driven marketing as it exists today? Well, it already has for leading global brands -- and the reality is that big data will only make it peform better.

Twenty-Ten is putting consumers first in the advertising process and that's a very good thing.

  • Chris DeMartine

Updated: Aug 5

Here's what we got when I handed my daughter a pencil and blank sheet of paper and asked her to contribute some creative assets for Programmatic B2B. Pretty impressive for a recent graduate of Barlow Mountain Elementary School (BMES). Most interesting is the fact that I never brought up the meaning or concept of a CTA (Call-To-Action), yet this ad page is covered with them.

The images are appropriate as well. Consider the creative combinations of goat and switch with man plus machine. And if you are wondering about the goat IQ, then consider this. Goats are not just cute and somewhat comical, but also surprisingly intelligent, new research finds according to Smithsonian.

Intelligent Goat AdvertisingIntelligent Goat Advertising
These furry, hoofed eating machines appear more sheep- or mini-cow-like in their demeanor, but their IQs likely put even the most astute steer to shame, the researchers—real men and women who stare at goats—found.

Source: https://www.smithsonianmag.com/science-nature/never-underestimate-goat-not-stupid-looks-180950265

  • Chris DeMartine

Updated: Sep 9

For small and medium-sized businesses (SMB) only... or maybe not? The testing of programmatic advertising is still getting mixed reviews from B2B marketers. While most of the same factors affecting B2C advertisers are relevant to B2B, there is another challenge. Audience targeting options for B2B are significantly limited when compared to all of the targeting attributes, machine learning and AI available for B2C advertising.

Nevertheless, programmatic advertising for B2B is on the rise and so are the companies supporting it across the digital advertising landscape. The BPA Media Exchange is a great example of how a global assurance provider is delivering access to demand from major trading desks, demand-side platforms and brands, as well as guaranteed inventory sold by business publishers. It's a great bet on success for the future, especially given the trends in privacy and concerns related to bots, fraud and measurement. In the meantime, transparency still matters -- and for businesses with limited budget and unlimited desire to test and learn, there need to be cost-effective options.

Marketing automation has come a long way, but implementation costs are high for the most effective multi-channel marketing solutions. With the intent to deliver cross-channel insights and results, a 3-month test of the Programmatic Extension Program was developed.