eXelate’s data eXcellence awards: The Winners

We’re excited to announce the winners for the first ever data eXcellence awards!

Thank you to everyone who nominated. Check out all the awards talk on Twitter and see the pictures below and on our Facebook page!

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Top 3 Publisher Nominations:

Matchflow, Manta, TNS

Winner: Manta

Top 3 Platform Nominations:

Media iQ Digital, Videology, x+1

Winner: x+1

Top 3 eXelate Partner Nominations:

Bizo, Nielsen Online Audience Segments – TV Viewing, MasterCard Advisors

Winner: Nielsen Online Audience Segments – TV Viewing

Top 3 Agency Nominations: 

VivaKi, OMD, Xaxis

Winner: VivaKi

Top 3 Non-Advertising Nominations:

American Society of Clinical Oncology, The Polaris Project/Google Giving, Knewton

Winner: Knewton

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Come Find eXelate in February

With a new year comes new industry events, and it’s already gearing up to be a busy 2012 for eXelate. With a lot on our calendar, we’re able to sponsor some great events and present some of our latest thoughts and ideas within the ad space. Check out where to find us in February!

Let us know if you’ll be attending any of these events! To schedule a meeting with the eXelate team during the conferences, please e-mail Meghan Brown at meghanb@exelate.com.

Inefficient to Run Online Media Campaigns – Is it a Buying or Creative Issue?

I had the privilege to attend Pubmatic’s AdRevenue on October 13. Thanks to the Pubmatic team and Doug Weaver for putting such a great conference together.

During one of the panels, Martin Gilliard from The MIG referenced a common sentiment I’ve heard at many industry events: despite the technological efficiencies of interactive ad serving, it is still MORE expensive to run online marketing campaigns vs. offline marketing campaigns (e.g. buying ads on TV).

With tools to automate the RFP process, buyer and publisher ad serving tools, rich media technologies and all the other systems involved, it doesn’t seem that the issue is caused by the media buying process. Is it instead the durability of creative?  Is a TV schedule more efficient to deliver because all those spots and the ad impressions they represent are all executed against the same six 30-second spots?  Or the print schedule that runs throughout the year in 20-50 magazines rotates the same eight full-page ads?

From my time spent on the interactive agency side, very few campaigns ran over the course of months against the same creative and with fewer than three ad formats.  In TV, there’s the :15 spot, the :30 spot, a rare :60 spot and :10 Promo IDs (which I was never able to keep on a media plan).  When clients asked about burnout of a spot, the general response was that “a bad spot is burned after the first impression served, and effective spots can run for decades”.

On another panel at AdRevenue, Susan Grossman from MasterCard Advisors noted that the data they have access to allows them to turn information into insights and measure effectiveness by tracking actual purchases.  By using that kind of data to identify the appropriate audience to target and the demo/psychographic profile insights that can help get the message correct, online display ads should hopefully have enduring durability and allow those conversations to work over longer periods of time.