#LikeAGirl | Always

Always: Like A Girl

Consistently labeled one of the most influential examples of great marketing from the past decade, the inspiring #LikeAGirl campaign for Always kicked off in 2013 with the help of Leo Burnett Chicago and Holler.

Faced with the challenging task of making a feminine-hygiene brand popular in the eyes of its young female audience, the realization that the brand had lost relevance with 16 to 24 year-olds urged them to try something different.

Based on their research, the team found that over half of girls quit sports at puberty as a result of a crisis in confidence.

Using these insights, Always set out to appeal to its younger audience, harnessing social media to reverse the widespread perception of the term ‘like a girl’ in an empowering way, embarking on an “epic battle to stop the drop in confidence girls experience at puberty”, encouraging them to ‘Keep Playing #LikeAGirl.’ Judy John, Chief Executive Officer/Chief Creative Officer of Leo Burnett Canada says:

“We set out to champion the girls who were the future of the brand,”

In 2014, Always launched a new leg of its epic battle to make sure that girls everywhere keep their confidence through puberty and beyond by tackling the societal limitations that stand in their way. Since then, #LikeAGirl has gone from a simple phrase to a powerful and empowering movement.

Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty's really no picnic either, it's easy to see what a huge impact it can have on a girl's self-confidence. Always wanted to show that doing things #LikeAGirl is amazing!

Do we limit girls and tell them what they should or shouldn’t be? Do we box them into expected roles? Well, Always asked, and the answer was shocking: 72% of girls do feel society limits them. Always’ mission is to empower girls everywhere by encouraging them to smash limitations and be Unstoppable #LikeAGirl.

Playing princess, getting their nails done, dancing in bunny ears – is this a true representation of all the things that girls do? 

That’s the question Always asked a few years ago when taking a critical look at how girls were portrayed in emojis.

A picture is worth a thousand words and Always wanted to empower girls to show that they can do anything.

7 out of 10 girls feel they don’t belong in sports. And as they’re pressured to conform to societal expectations, it’s no wonder that at puberty girls’ confidence plummets and half quit sports. Yet sports are exactly what help girls stay confident! Always wants to keep them playing #LikeAGirl and is inviting everybody to join in to rewrite the rules.

 

At puberty, 50% of girls feel paralyzed by the fear of failure, with a majority of girls feeling that societal pressure to be perfect drives this fear of failure.

This leads to girls avoiding trying new things because they’re too afraid to fail. But the truth is, failing is a good thing!

It helps us learn, grow and ultimately build confidence. Let’s keep her going #LikeAGirl!

For once, Don’t Do It | Nike

The latest Nike advertisement is a play on the company's slogan, "Just Do It," while also addressing racism.

The ad, titled, "For once, Don't Do It," contains several powerful messages throughout the one-minute spot:

• Don't pretend there's not a problem in America
• Don't turn your back on racism.
• Don't accept innocent lives being taken in front of us.
• Don't make any more excuses.
• Don't think this doesn't affect you.
• Don't sit back and be silent.
• Don't think you can't be part of the change.
• Let's all be part of the change.

The ad, created by Wieden + Kennedy Portland, is a series of simple yet powerful statements set on a black background: 

“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” said a Nike spokesperson. “We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”

The spot illustrated Nike’s commitment to social issues and highlighted one of the brand’s most visible athletes in that space.

Nike|Never Too Far Down

Nike's back with another uplifting ad designed to give us the courage to get through the pandemic. This 90-second narration from LeBron James reminds us how sports are the ultimate beacon for hope. No matter how far you might be down, like say three games to one or behind 28-3 in the Super Bowl, there's always hope.

The 90-second spot, “Never Too Far Down,” was created by Wieden + Kennedy Portland. Humanity’s comeback story, featuring world-class athletes, is what one would expect from a Nike ad. Narrated by LeBron James, the film features elite Nike athletes, including Serena Willams, Naomi Osaka, Tiger Woods, Cristiano Ronaldo, Rafael Nadal, Megan Rapinoe and others.

The three-act structure in the minute and a half spot vacillates from struggle and pain, to finding a way through, to, ultimately, triumph. It’s a hopeful, inspiring message that we’re all hoping to experience before too long.

In classic Nike and W+K fashion, the simplicity of impactful imagery, sound (in this case, Trent Reznor and Atticus Ross’ excellent version of David Bowie’s Life on Mars?) and words make a significant impact. The latter is particularly impressive, with obvious metaphors to the current crisis.

CREDITS:

Client: Nike
Campaign: Never Too Far Down

W+K Portland
Executive Creative Directors: Eric Baldwin, Jason Bagley
Creative Directors: Alberto Ponte, Ryan O’Rourke
Art Director: Lee Jenninigs
Copywriter: Kevin Steele
Head of Production: Matt Hunnicutt
Executive Producers: Jake Grand, Krystle Mortimore
Producer: Emily Knight
Associate Producer: Shani Storey
Group Brand Director: Andre Gustavo
Brand Director: Kate Rutkowski
Brand Manager: Steve Smith
Group Strategy Director: Paula Bloodworth
Global Group Media Director: Daniel Sheniak
US Group Media Director: Reme DeBisschop
Associate Media Director: Emily Dalton
Media Supervisor: Graham Wallace
Sr. Business Affairs Managers: Laura Caldwell, Adam Caviezel
Integrated Traffic Managers: Sabrina Reddy, Billy Mucha
Sr. Creative Operations Manager: David Ramirez
Studio Manager: Michael Frediani
Retoucher: Amy Ellars
Designers: Nick Humbel, Mitch Wilson

Production Company
Production Company: Park Pictures
Director: Lance Acord
Executive Producer: Jackie Kelman Bisbee
EP / Producer: Caroline Kousidonis
Production Manager: Joe Faulstich

Editorial
Company: Spot Welders
Editor: Robert Duffy
Assistant Editor: JC Nunez
Assistant Editor: Fatos Marishta
Managing Partner: David Glean
Executive Producer: Carolina Padilla

VFX
VFX Company: Shipping + Handling
Creative Director, Lead VFX: Casey Price
Creative Director, VFX: Jerry Spivack
VFX: James Buongiorno, Johannes Gamble, Evelyn Lee, Rachel Moorer
Managing Partner: David Glean
VFX Executive Producer: Scott Friske, Dustin LaForce

Color
Color Company: A52
Colorist: Daniel De Vue
Color Executive Producer: Thatcher Peterson
Color Producer: Jenny Bright

Mix
Mix Company: Joint Editorial
Audio Mixer: Natalie Huizenga
Executive Producer: Leslie Carthy

Music Supervision
Company: Walker
Senior Executive Producer: Sara Matarazzo
Executive Producer: Stephanie Pigott
Producer: Danielle Soury

Music
Trent Reznor and Atticus Ross “Life on Mars?” by David Bowie

The Real Heroes Project| LifeBridge Health

Since the global pandemic began, brands continue to determine the best way forward on messaging. The tone of advertising covers a fairly wide range. There’s unity, as exhibited by “The Real Heroes Project.” There are explanations of business shifts to aid society. And, of course, plenty of ads offer endless and deserved thanks to essential workers, from delivery services to retailers and, most crucially, healthcare professionals.
Most of the latter’s messaging has revolved around narratives, explaining how much the public appreciates the hard work of doctors, nurses, and technicians in hospitals around the world. But one ad, from LifeBridge Health of Maryland, captures every possible emotion with a simple, yet stunningly powerful approach.
Created by StrawberryFrog, the 60-second short was shot inside one of the health system’s hospitals in Baltimore with the agency’s partner and ecd, Tyler DeAngelo, and National Geographic photographer, anthropologist and Pulitzer Center grantee Joshua Cogan.
Real caregivers were asked to step inside a Care Booth at the end of their shifts. As each person sheds their masks and protective gear, the raw, overwhelming exhaustion is evident. The powerful vulnerability underscores the monumental task facing hospital staff. The spot, airing in Maryland, honors their sacrifice through restraint and a wise decision to not get in the way of the moments by using only supers and music.

“We wanted to represent the sacrifice, courage and determination of front-line healthcare workers in this moment—in their most raw and stark form. It’s this realness which both honors their work and makes the spot so distinctive,” said Brian Deffaa, CMO of LifeBridge Health.

“The production was much more emotional than I expected,” added DeAngelo. “Watching these healthcare workers in real time, right off their shift, shed their protective gear moved me in a way I hadn’t anticipated. Even though I knew what the message was about, I don’t think I fully understood how important it was until I saw these vulnerable people who only moments earlier had been fighting for other people’s lives.”

CREDITS:

LifeBridge Health
Chief Marketing Officer: Brian Deffaa
Director, Marketing Communications and Execution: Jill Bloom

StrawberryFrog
Founder and Chairman: Scott Goodson
Executive Creative Director / Partner: Tyler DeAngelo
Senior Copywriter: Benjamin Wallin
Writer: Jennie Hayes
Creative Director: Mike Cicale
Producer: Venessa Merrin
Head of Business Partnerships: Shana Bellot
Senior Account Director: Chris Belmore
Account Executive: Emily Nelson
Senior Project Manager: Mark Nikaj

Photography/Video
Photographer: Joshua Cogan
Videographer: Shane Alcock

Union Editorial
Film Editor: Tim Thornton-Allan
Color Mix: Stephen Picano
Senior Producer: Susan Motamed
Assistant Editor: Jean Taylor
Assistant Editor: Chris Walker

Barking Owl
Sound Mix: Dan Florsdorf

Pepsi's Coffee-Infused Soda| Pepsi Café

Choosing the right afternoon pick-me-up can be hard. You can pour a cup of coffee, or opt for soft drinks or one of the many brands of so-called energy drinks that have popped up in the past couple decades. If you're indecisive, or just looking to try something new, Pepsi's coffee-infused soda may be what you've been waiting for.


The Pepsi Café line comes in two flavors—Original and Vanilla—and gets its coffee flavor from arabica bean extract. It's not meant to taste like coffee fully, but rather a mashup of coffee and Pepsi, meaning it's, yes, a carbonated beverage intended to be served cold. (Considering that Starbucks admits over half of its sales are cold beverages, it's sure to pique the interest of some cold brew fans.) As for a caffeine kick, Pepsi Café sports about twice the amount you'd find in a 12-ounce can or bottle of regular soda (which is 37.6 mg), and with a typical eight-ounce cup of coffee coming in at 95 mg, the new product land somewhere in between.

So how does it taste? I was invited to try both flavors in advance of the announcement and found the product certainly delivered on the coffee-meets-cola concept. Coffee is very present on the nose (probably helped by the carbonation bubbles popping up in the glass). The Original flavor has a pleasant coffee aftertaste, more so than the Vanilla which came off as a more complex cream soda (or Pepsi Vanilla, perhaps). If you're used to taking milk in your coffee, this probably isn't a drink that requires you to port that practice over—the sweetness and caramel notes of the cola round out the palate so it's a pleasant reminder of coffee but not akin to drinking black cold brew.
It's an intriguing combination that will be interesting to see in the hands of American consumers who have thus far kept their coffees and colas separate, which may be why Pepsi is rolling it out in April of 2020 for a limited time (which I'm told is about eight weeks).

This isn't Pepsi's first foray in coffee-related colas, either. You may or may not remember a product launched in 1996 called Pepsi Kona, or another in the early 2000s called Pepsiccino. Pepsi's team said that having some prior experience in the category as well following the evolution of consumer tastes has positioned Pepsi Café to meet the market for energy-boosting beverages where it's currently at.

However, Pepsi will have some competition in the name-brand energy cola category soon as earlier this year Coca-Cola announced Coca-Cola Energy would be making its stateside debut in 2020 as well, and it also has a coffee cola in some international markets.
But Pepsi has more than a few innovations up its sleeve. Around the Super Bowl this past January, the brand debuted Pepsi Nitro, the first cola to use nitrogen gas (commonly found in dark beers and cold brew) for "carbonation," creating a cola with the same cascading bubbles seen most famously in Guinness. And just last month, Pepsi released another new creation: Pepsi Rosé. The non-alcoholic pink drink was released in wine bottles around BravoCon with the help of Lisa Vanderpump. While no plans have been announced for a wider release, Pepsi says it's not off the table.

With Pepsi Café and PBR's hard coffee, it sounds like you'll soon have both your afternoon and evening coffee needs covered.

5G Today

Client: ZainKSA
Agency Network: Leo Burnett MEA (Middle East & Africa)
Published/Aired: U/K
Posted: Dec 3, 2019

Qatar 2022 | Passion, dreams and aspirations, infinite possibilities and unity.

The Opportunity 

Qatar 2022 has set out to be a completely new type of World Cup: hosted in the nation bringing together both East and West, a united nation with big dreams and aspirations brimming with sporting passion and potential, truly reflecting the FIFA™ slogan “For the Game; For the World”.


The Qatar 2022 committee wanted to take their existing logo and develop it into a living and breathing brand that would truly reflect those values and show the spirit of this World Cup™ across multiple media and applications.

The Challenge 

Was to develop the brand so it is perfectly in line with the existing logo but takes it a step closer to the values of passion, dreams and aspirations, infinite possibilities and unity.



The Result
Created ‘Infinite Dreams. One Goal’ brand mission that helped retain clarity of the project objective – visualising the ambitions, passion and unity of Qatar and the region. Taking the pentagon inspired logo as our starting point, we built a brand that was both exciting, modern and dynamic, while still incorporating traditional Arabesque patterns and shapes.

The emblem’s design embodies the vision of an event that connects and engages the entire world, while also featuring striking elements of local and regional Arab culture and allusions to the beautiful game.

Ancestry.com: George Washington

Ancestory.com taps into this curiosity with this unique offer. In this Facebook Ad, the online company pulls in a new audience with a unique proposition and builds awareness of its greater product/service.

Their phrasing on this ad is enticing, simple, and doesn’t make it seem like a lot of effort is required to uncover “your history.

Digital Core Measurement and reporting tools

The five metrics that help advertisers prove the success of any native advertising campaign.

Political Branding

Politicians immediately become brands (personal brands) when their campaigns kicks off  and this isn’t a new concept. Running for President of the United States means building a brand that at least 51% of the country is willing to buy on Election Day.

Logos + Taglines = a value proposition that drives voters to 1- differentiate the brands appeal 2- inspire them giving votes 3- and/or a few bucks in campaign contributions. 

"Make America Great Again", was designed to make white, working-class men remember when things were better for them or, at least, they thought they could remember.

Trump used this nostalgia to support his positions and tap into positive emotions in his supporters, further mobilizing them as evangelists.

Brand Engagement

How to stay professional, but still create a personal connection to express your appreciation to B2B clients ?

Challenging isn't it ?

The key word here is Having an Attitude of Gratitude, and following will help :

1) Send a Handwritten Note
2) Invite Your Client to an Industry Event
3) Send a Personalized Gift
4) Make Them Laugh
5) Help Them Learn Something New
6) Pay It Forward with a Great Book
7) Reward the Socially Savvy
8) Remember Your Long Distance Relationships
9) Offer an Upgrade
10) Refer Customers

Filibuster| Three and a half hours TV spot -- and it was all filmed in a single take

Adobe Stock Apparel SS16 Lookbook

If you're a marketer, you've experienced the pain of sorting through seemingly endless pages of bad stock photos in search of one that just isn't too awful. To promote their new stock photo service Adobe Stock, Adobe partnered with Swedish agency Abby Priest to develop a tongue-in-cheek fashion line that features outdated, overused stock photos.

You can see the full Adobe Stock Apparel lookbook here.

Transforming air pollution into ink.

AIR-INK.
THE FIRST INK MADE ENTIRELY
OUT OF AIR POLLUTION.

The Art Institute of Chicago and Airbnb

Have you even dreamed of walking into one of your favorite paintings? How about staying the night? In this creative campaign to generate publicity for the Art Institute of Chicago's Van Gogh exhibit in 2016, Art Institute of Chicago partnered with Airbnb to create a unique, immersive experience for art lovers.

MILKA - LAST SQUARE

Would you buy a chocolate bar with the last square missing? 

Well, Buzzman Paris has created a new campaign where it is putting the generosity of Europe to the test. They've taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. 

To bring life to Milka's brand promise (dare to be tender), Buzzman decided to use the chocolate bar itself as the main media of the campaign. All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or pc to visit www.LeDernierCarre.fr.There, they'll be able to choose what to do with their last square. 

If they decide to be tender and send their last square to someone they'll be able to accompany it with a tender personalized message. 

The campaign has been a year in the making, taking Buzzman and Milka a whole year to change the entire chocolate bar manufacturing process. Buzzman and Milka created a unique mould that allowed for the creation of 13 million chocolate bars for France and Germany with the famous square missing. 

The tablets will be available in all the participating stores for a whole month starting September 2013. 

Nivea Kids Sunscreen

Targeting Strategies : The Devil is in the details

Performance-based marketing is affiliate marketing, which pays Internet publishers (affiliates) to promote a particular product or service, paying a commission for each lead or sale generated by the affiliate website.


There are two main types of targeting – inventory targeting, which serves ads on sites that offer a specific type of content or visited frequently by individuals within a particular demographic, and user targeting – which serves ads to individuals who have exhibited a particular behavior or interest.

Also, there are two activities to track  1- people-based and 2- device-based.

The Best Targeting Strategy Is Diversified & Comprehensive

You don’t have to pick just one of the strategies ; check each of them out and see how they might fit your various target market segments.

Create personas for your ideal customers – who are they? Where do they live? What do they do for work and what do they do after work? What traits and characteristics might they have, and how do those align with the many targeting parameters listed ?

Identifying just who it is you want to reach will guide you to the most effective  ad targeting tools and options to get in front of them.

Let’s look at following different performance targeting strategies i tested  for social media and beyond CRM databases:

Recent Purchasing Behavior 

Purchasing behavior subcategories include Buyer Profiles, Clothing, Food & Drink, Health & Beauty and a lot more. Within each broad subcategory, you can drill down into types of behavior; for example, choosing Buyer Profiles will then let you target DIYers, Fashionistas, Foodies, etc.

Life Events Targeting

The Life Events parameter is unique in that you can choose to target people at specific intervals of time after the change.

Custom Audiences

Custom Audiences are an advanced feature that enable you to connect with your existing contacts. Getting in front of your existing customers and app users on their favorite social network reinforces your brand, but also gives you the opportunity to increase lifetime customer value, order frequency, and loyalty.

This works the other way, too – you can increase the efficacy of your campaigns and avoid wasted clicks by excluding your existing customer list. If you’re offering a free trial to new users, for example, there’s no reason to show it to your loyal customers.

Custom Audiences are created by uploading your customer phone list, or purchaser/subscriber email list in CSV or TXT format, to a platform. You can also create a Custom Audience based on your site visitors (and specific pages visited on your site), or on specific actions taken within your game or app.

Lookalike Audience

Lookalike Audiences are a logical next step, once you have a good Custom Audiences strategy in place. Even if you don’t have your own email or phone list, you can mirror your Facebook fan base. Lookalikes allow you to expand beyond your reach but still target people with highly specific profiles, by creating audiences that look like your own targets.

If you have neither a list nor a big enough Facebook following, you can still create a Lookalike Audience using a tracking pixel to create a Website Custom Audience to mirror.

Layered Targeting Options

The really powerful thing about Facebook ads is in your ability to layer targeting options on top of one another, gradually making your audience more and more specific. 

Segmentation strategies
Demographic: Marketing segmentation strategy where the audience (potential customers) is divided into externally measurable characteristics.
Behavioral: A more focused form of market segmentation, which groups consumers based on specific consumption patterns they display.

• Past purchasing history
• Browsing history

Dayparting: Targeting users that are active at a particular time of day or day of week.
Designated Market Area: A segment Nielsen uses to standardize geographic areas for the purposes of targeting and measurement.
Retargeting: Targeting past visitors of your site.
Product-related: Segmenting the audience based on usage of a product (such as heavy vs. light).

Do's & Dont's
Don’t over-specify. Avoid making your strategy so specific that you end up with a reduced pool of potential customers. Piling a variety of schemes on top of each other is called hypertargeting, and is likely to hinder your campaign's performance by reducing your audience.

Target appropriately across media. Don't address your audience purely from one front; you may be reaching a different audience with your mobile and social strategy, and consumers interacting with your message through these channels may behave differently than they would through other channels.

Think strategically before tactically. You know your clients and their objectives. The objectives for targeting on a local scale are very different than targeting at a global scale, just as the objectives for a CPG advertiser with a short conversion cycle versus a longer term cycle.

Use past campaign analysis to revise your targeting strategy. It may sound obvious, but careful tracking of pacing and performance across past campaigns will tell you how well your message resonates with your target audience. If your message is underperforming, it may be the creative – or it may be that the audience you have set doesn't mesh with a particular medium, or perhaps you've defined your target audience too narrowly.

Frequency cap. Bombarding your audience over and over tends to lead to decreased engagement with an ad, and at worst, overexposure can lead to a negative association with your brand. Industry best practices place the frequency cap at 3.

A/B test. This is best practice for all types of advertising, and will help you better measure your campaign's success and plan for future retargeting campaigns.

Burn pixel. Just as consumers don't want to see the same retargeted ad 50 times, they don't want to continue seeing ads after they have converted, such as making a purchase. An easy solution is to use a burn pixel, which untags viewers as recipients of your ad once they have made a purchase.

Ad Networks vs Ad Exchanges: 

Ad Networks

Ad networks formed in response to the explosion of publisher inventory during the Internet revolution.

In short, ad networks collect inventory from a range of publisher sites and sell it to advertisers at a price.

Advertisers generally don’t have time to sort through all the available inventory out there. Ad networks will do this for them, and present advertisers with select groupings of inventory that have been curated according to specific parameters the ad network chooses (or chooses on behalf of the advertiser).

Some ad networks offer specific audience segments (i.e. demographics, interests, behavior, etc.), while others will focus on pricing or scale.

Ad Exchanges

Ad exchanges are technology platforms that position ad inventory in an open digital marketplace for advertisers to peruse at their leisure.

Ad exchanges enable advertisers to gauge prices for ad impressions across multiple sites and purchase those that are most cost-effective.

Because ad exchanges integrate with other tools, such as a DSP, much of this ad buying is done instantaneously by automated computers. In this way, ad exchanges can provide transparency without sacrificing efficiency.

Ad Networks vs. Ad Exchanges

The most common metaphor used to compare ad networks to ad exchanges is the stock exchange, and I think it serves the purpose well.

In that scenario, ad networks are the private actors – or stock brokers – who offer select groupings of ad inventory that will satisfy a specific need. In contrast, ad exchanges act like the stock exchange itself, facilitating the buying and selling of inventory in an automated fashion on an open market.

– A Recap

1. Ad networks offer specificity. Ad exchanges offer variety.
2. Ad networks are companies. Ad exchanges are technology platforms.
3. Ad networks keep pricing static. Ad exchanges base pricing on auctions.
4. Ad networks take time to optimize campaigns. Ad exchanges allow campaign optimization on the fly.

Glossary

Ad Exchange

An ad exchange is a technology platform that functions primarily as a digital marketplace. It allows advertisers and publishers to buy and sell online ad space from various ad networks through real-time auctions. The payoff is efficiency and transparency. Ad exchanges enable advertisers to gauge prices for ad impressions across multiple sites and purchase those that are most cost-effective. All of this is done simultaneously, eliminating any lengthy ad-buying negotiations.

Ad Network

Ad networks are companies that gather ad space supply from publishers and sell it to advertisers, typically at a marked up price. In short, they act as middlemen who connect companies that create ads with websites with the space to display those ads.

Ad Server

An ad server is a web server that publishers use to store, manage, and deliver their ads to website visitors. Ad servers often employ advanced analytical tools, allowing publishers to use data to better understand and optimize their advertising model. For example, ad servers can count and track users, generating data-fueled reports for advertisers on the number of impressions their ads receive.

Ad Tag

An ad tag is code publishers place on websites in order to sell ad space. It consists of two parts: 1) a URL and 2) a piece of HTML or JavaScript code. Working together, these two parts first request content (ads or other ad tags) from the URL and then instruct the browser how to display the content.

API

An application programming interface (API) is a language format, written in code, which allows programs and applications to communicate with each other and their respective operating systems. The language creates a standard of rules and protocols which programmers use to develop software that doesn’t conflict. In the mobile ad tech sector, API-powered mobile devices offer greater visibility into a user’s lifestyle, delivering data that can create marketing opportunities and inform strategic decisions.

App
An app is simply an application. The term is specifically used to differentiate an application on a mobile device, such as a mobile game, from programs on a traditional desktop computer.
Attribution

Attribution is the process by which user interactions are identified and measured. It’s a way in which marketers garner a better understanding of how certain events lead users to a desired outcome, referred to as a conversion. Attribution quantifies an ad’s ability to influence a consumer’s purchasing decisions, providing marketers with a way to compare the effectiveness of various marketing campaigns.

Banner

A banner is any type of advertisement that acts as a “banner” displayed usually at the top or bottom or the webpage or app. Banner ads are still very popular today, and feature both text and graphics. 

Creative

Creative, specifically ad creative, is a file that houses the digitally formatted design and artwork for an advertisement. This file is rendered as a display ad on the publisher’s medium and can take the following formats: Image (GIF, PNG, JPEG), Flash File (SWF), HTML or JavaScript.

CPA

Cost-per-Action (sometimes known as Pay Per Action or PPA; also Cost Per Conversion) is an online and mobile advertising pricing model, where the advertiser pays for each specified action. For example, an action after an initial impression and click, like an install, form submit (e.g., contact request, newsletter sign up, registration etc.), double opt-in or in-app sale. Formula: CPA = Cost/Number of Actions

CPC

Cost-per-Click (CPC) is the price the advertiser pays a publisher every time a consumer clicks on the ad. The price is set by the advertiser. Formula: CPC = Cost/Number of Clicks

CPI

Specific to mobile applications, Cost-per-Install (CPI) is the price an advertiser pays whenever the consumer installs the advertised application. Formula: CPI = Cost/Number of Installs

CPM

Cost-per-Mille (CPM) is a pay structure designed to generate brand awareness. The advertiser pays the publisher for every 1000 times the advertisement is displayed to a consumer. Formula: CPM = Cost X 1000/Impressions

CTR

Click-through rate (CTR) is the ratio of clicks to ad impressions. This is the most commonly used metric to determine the success of an ad campaign. Formula: CTR = Number of Clicks/Impressions

DMP

A Data Management Platform (DMP) is a centralized digital warehouse where marketers, publishers, and other businesses can effectively store, manage and analyze large quantities of data.  DMPs are incredibly useful in marketing campaigns, enabling optimization through more effective ad targeting. 

DNT

Do Not Track (DNT) is specifically a HTTP header field that sends a signal to other websites, namely analytics companies, ad networks and social platforms, requesting them to disable any tracking of individual users. Despite the request, many sites still do not honor the DNT signal. There currently exists no standardized protocol for its enforcement.

DSP

A Demand Side Platform (DSP) is a centralized technology platform that enables automated ad buying from a range of publisher sites while simultaneously connecting with consumers through vertical and lateral targeting. It’s an all-in-one tool for advertisers, efficiently integrating the buying, delivering and tracking of ads through proper utilization of data. The result is campaign optimization. Marketers can manage and tailor both their bids and their data to more effectively reach their targeted audiences. There are a handful of good mobile DSPs out there. Ours is AdCast™.

eCPM

Effective Cost-per-Mille (eCPM) is a way to measure the value of a publisher’s inventory on a Cost-per-Mille (CPM) basis. eCPM is calculated by multiplying the number of clicks (CTR) by the CPC rate to  determine total revenue. That total is then divided by the number of blocks of 1,000 impressions delivered, giving the eCPM value. Formula: eCPM = (Total Spent/Impressions Delivered)X 1000

Fill Rate

The fill rate is the rate at which a publisher successfully displays an ad in relation to the number of times the ad was requested. Essentially, this rate evaluates the amount of wasted inventory space a publisher has.

GRP

Gross Rating Point (GRP) is a standard measure for the impact or exposure of an ad campaign. GRPs calculate reach multiplied by exposure frequency. For example, if an ad is exposed to 32% of a targeted audience and that exposure occurs a total of three times at the same 32% rate, then you have a GRP of 96. Because the GRP measures gross, it is therefore possible to have a number over 100.

Impression

An ad impression is the calculated instance of an ad being displayed to a human consumer. Impressions give marketers a broad understanding of how many people their brand is reaching.

Inventory

Ad inventory is the total amount of space a publisher has on their respective platform to display advertisements from advertisers. Ad inventory is sold to an advertiser at a price, often determined through an online bidding system. Specifically mobile ad inventory is often measured in impressions.

Mediation

Mobile ad mediation is a technology that allows publishers to maximize the revenue gained from selling impressions. The ad mediation platform ranks ad networks according to publisher priorities, enabling the publisher to quickly find and choose ad networks that provide the highest potential revenue for their inventory.

Programmatic Buying

Programmatic buying is automated ad buying. It allows advertisers and publishers to quickly buy and sell advertisements through computerized systems and without the need for human intervention.

ROI

Return on Investment (ROI) is a metric used to determine the benefits of an investment and compare that to the cost.

RTB

Real-time bidding (RTB) is the process by which ad inventory is bought and sold instantaneously through programmatic means. The auctions, which take place every time a web browser opens a website, sell ad space provided by publishers to the advertiser willing to pay the highest price. The entire process is facilitated by ad exchanges.

Rich Media

Rich media constitutes a kind of ad that will typically contain some form of video or user interaction engagement. Rich media allows advertisers to connect with and involve consumers on a deeper level, providing dynamic content and effects.

SDK

A software development kit (SDK) is a set of programming tools for developers and programmers to use for the creation of a wide range of applications for various software packages. In mobile tech, these tools are often made available to customers, offering an intuitive, easy-to-use programming kit to develop their own mobile apps. Once created, apps created from publishers and consumers alike can be published and sold over the popular app marketplaces.

SSP

A supply side platform (SSP) is a technology that allows publishers to maximize the revenue gained from selling their ad inventory. It’s an automated system that connects publishers to multiple ad networks and exchanges to facilitate the purchase of inventory. Publishers then can receive the best possible price as their inventory is exposed to the highest number of potential bidders possible.

Viewability

Was your ad seen by a human? If so, for how long? These are the tough questions that mobile viewability seeks to answer for advertisers and publishers alike.