Archive for the ‘media buying’ Category

The Print Media Zombie Apocalypse

In 2007, Microsoft CEO Steve Ballmer famously declared: “Print is dead.” Perhaps he really meant “Undead”, because I sure do see a lot of print still roaming around in 2012!

I mention this because I recently came across some leading magazines from theB2B Healthcare Vertical and it left a great impression on me. Imagine my surprise when upon examining many of these publications, I saw some with folio sizes ranging from 100-300 pages! The content was terrific. Many of them have thick and glossy paper stock, strong binding, dozens of advertisers, custom inserts and all of the other trappings of great B2B publications. As a media professional with a deep respect for print, seeing all of this nearly brought a manly tear to my eye.

As a marketer you may be tempted to dismiss this as an anomaly. After all, healthcare is a booming industry and it makes sense that advertiser spending in this market would buck many of the trends brought about by the current recession and the digital media revolution. Surely, you ask, the health of these brands can’t be compared to other market sectors?  I think that conclusion is a bit hasty.

In my role at Just Media, Inc., I work in many other vertical media markets, including: Government; manufacturing; education; energy; public safety; and several others.  While these markets may not all be booming in quite the same way as healthcare, we still continue to see strong folio sizes and advertiser support among many of the leading publications in each sector. There may be a slow decline, but nothing terminal and there certainly has not been a wholesale abandonment of print.


Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast or Dick directly for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Buying impressions: A changing landscape?

Just Media, Inc’s Media Consultant, Carrie Cooney takes a look at changes in technology when it comes to targeting:

“Anyone familiar with online media is well aware that it is constantly changing and something new is always just around the corner. These changes affect the way we plan and buy media. With technologies improving, I’ve been getting more involved with search retargeting, impressions retargeting, behavioral targeting and contextual targeting. To briefly explain in some detail each of these:

-Search retargeting: Targets an audience with display ads based on user search history and landing activity. It combines the efficiency of search and the reach and branding power of display. Search retargeting is based on users who have searched for your target keywords AND have landed on a tagged page. Essentially it’s a landing that results from a search.


Augmented Reality – We Are in for a Treat!

This is year 8 for me and Thanksgiving in the United States. Macy’s parade is as much of a staples to me as A Charlie Brown Thanksgiving, Turkey and stomach pain at the end of the day. This year, Macy’s is taking the parade to a whole new level again (I was already impressed by last year’s app) by tying in parade attendees with people in front of the TV  – augmented reality and all. We are in for a treat!

See article here:

Frauke Cast, Senior Director, Analytics, Technology and Insights
Just Media, Inc.

Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

To contact Dick:

Just Media, Inc., adds to Growth Momentum, names Brandon Friesen as President

SAN FRANCISCO BAY AREA (August 30, 2012) – On the back of adding seven new client accounts, including Toshiba, NetScout and Matthews Asia; Just Media, Inc., has named Brandon Friesen as President and an officer of the company. Independently owned, Just Media, Inc., is a results-oriented media and marketing services agency that has delivered thousands of successful campaigns for technology and related-industry customers. The addition of Friesen, who will be primarily responsible for overseeing the Media, Analytics and Partnership Development teams, marks another step in expanding the expertise available to customers to address the ever more complex media landscape.

Dick Reed, CEO of Just Media, Inc., stated: “Just Media, Inc., has a long history of delivering results driven marketing services and solutions to industry-leading B2B and B2C brands. I’m excited that we’re continuing to invest in both technology systems and the highest caliber of staff to build out our capabilities and deliver even better solutions to our clients. With Brandon’s long history in customer-centric media environments, especially in the technology sector, it will bolster our already strong momentum this year.”

Friesen has a successful track record across a number of marketing and media disciplines. In addition, he has worked with technology customers, both large and small, across both the B2B and B2C sectors.


Is Facebook really a strong ad platform?

This week I was interviewed by Martin Giles of the Economist for his excellent article about the Facebook IPO.

This subject is by no means small beans for online marketers because the reality is that Facebook is indeed one of the most powerful platforms for consumer marketing that exists today. Why do I think this?

Well, firstly a Facebook page is uniquely an environment where the content has been written specifically by, or for, the individual user who owns that page. It’s highly personal and therefore some of the most powerfully engaging content a user will experience on the web. Placing an advertising message in such highly prized content almost guarantees it gets noticed (provided it’s made relevant, which is sadly still a problem advertisers have not solved in most cases on Facebook)


Back with blog and whitepaper

Hello to all – it’s been almost six months since the last blog and much has happened – new site, whitepaper content, huge changes within the company and across our industry as a whole.

First up I hope you like the new site and the whitepapers. Please let me know by leaving comments here.

I’ll now start to try and blog more regularly and hope that the spammers don’t drown out the good content (when did spam start getting posted in blog content?) That’s an interesting development in social media I’ll comment about later for sure…

So welcome to blog and please do send me an email if you want to be kept informed on any new whitepapers we have.

Warmest regards Dick

B2B research – brand verses demand gen

I was extremely interested to see some coverage of a research piece between Ziff Davis Enterprise, Forbes and B2B agency Stein Rogan and Partners. The article link on B2B magazine can be found here.

Firstly the findings that a majority of B2B marketers (64%) are giving equal weight to branding and demand gen is reassuring. Over the last 2 years we have found the tech market has shifted heavily towards lead generation, many times at the expense of more identifiable branding initiatives. This is also compounded by a shift to more digitally based, response focused media, often as we know at the expense of traditional media formats like print.

Now don’t get me wrong – it’s my personal opinion that lead gen and branding are entirely compatible, indeed the assets used to generate leads are often the “deliverable proof” of some higher brand promise (proving a technology leadership position, innovation in the field, improved servicing of a market segment, better customer service, etc).

However there’s a mind set question here. In many companies lead or demand gen is operated separately from corporate or brand communications. For marketers to realize the joint goals they set forth in the research, it’s going to be critical to see more integration of these two components.

As a second side note the views on mix of media used for branding is fascinating. OOH at 72% and social media at 69% ahead of broadcast and print 68% and 64% respectively bodes well for the OOH industry but really throws up another key point.

Social media is, by it’s nature unpredictable. My opinions here could in theory attract negative views from the market and may impact on my company brand. With social being a much more dynamic environment and less controllable, are marketers taking a huge risk by giving it such a huge role in brand development? It absolutely has a role to play. Giving it the right weight in the mix is where the questions lies.

These are interesting and highly dynamic times. B2B marketing departments and service companies as well as publishers are indeed set for exciting changes. The real winners will be those that get the media mix right and successfully integrate all the components. That change will need to start internally, with bigger broader campaign initiatives, real vision and use of appropriate metrics.