Programmatic Out-Of-Home; Twitter Lead Gen

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Programmatic Out-Of-Home

Signs on sticks – can you buy them programmatically? Xaxis thinks so. The WPP trading desk is adding out-of-home buys courtesy of sister company Spafax and its geo-based audience segments (with Vistar Media’s help – Digiday). The venues: “taxis, shopping malls, doctor’s offices, stadiums, gas stations, office buildings and hotels.” Press release. Volume is about 1.4 billion monthly impressions across 100,000 screens. At a glance, this appears to be a data enhancement more than an addressability shift. WSJ recently covered Xaxis and Spafax’s moves in radio and OOH (out-of-home). Read that. Meanwhile, in other OOH news, OOH buying platform AdStruc has integrated into agency workflow system Mediaocean.

Twitter Lead Gen

“Twitter” and “performance” aren’t often mentioned in the same breath, but that could change if a new in-feed lead-capture tool takes off. Project manager Mitali Pattnaik writes in a blog post, “Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.” Read it. Being tested for a few months with New Relic and Priceline and a few others, the feature is for “managed accounts” only (i.e. direct sales). Before it goes wider (API and self-serve) Twitter will need to resolve issues such as frequency capping at the user level and addressability. Another key question: will Twitter support CRM matching à la Facebook’s Custom Audiences? A rep tells us, “Not a functionality we currently have.”

Algo Marketplace

DataXu has created an Algorithm Marketplace to add to its programmatic marketing platform. The marketplace consists of algorithms DataXu has collected from solving various problems, and it will help make programmatic more effective. “The DX Algorithm Marketplace allows marketers to leverage Adometry’s best-of-breed attribution solution and their own algorithms in a single platform. The result for marketers will be increased ROI from media buys on DataXu as part of their overall omni-channel media strategy,” said Gad Alon, VP of Business Development for Adometry. Read the release. And MediaPost.

Everybody March To Your Computer Chair

AppNexus will be participating in a virtual march on Washington to encourage immigration reform, according to a Mashable column by Brian O’Kelley: “In this day of truly global citizens, of freedom spreading across borders, of software and open source and the cloud, how can America close its borders to the best and brightest? Let’s bring these people here.” Read more.

News Feed Retargeting For All

AdRoll is opening up its Facebook news feed retargeting feature to all of its clients and will soon make it available for new customers. The self-serve tool debuted two weeks ago and allows advertisers to create their own Facebook news feed ads directly from their AdRoll dashboard. “We’re finding CTRs to be in the single digit percentages vs. fractions of a percent – orders of magnitude larger than standard FBX ads,” said Adam Berke in the release. Read more.

UberMedia Gets Uber Personal

Users of social media can expect their activity to be tracked for mobile ad targeting purposes, thanks to UberMedia. All the information the company uses is publicly available, and users must opt in to sharing location data when they open an app, but so far brands have seen increases in click-through rates, according to founder and CEO Bill Gross. “People will have to get trained, will have to get used to the fact that when they opt in to that, they’re doing it for the purpose of making the ads better,” Gross said. Read more.

Online Video Ads Really Work

Online video advertising has been making waves lately, and according to agency executives, videos work better than display ads. BrightRoll conducted a survey and found that 73% of respondents felt online video ads were more effective than traditional TV ads. Online video consumption is also on the rise, which could be part of the reason why video ads are performing so well. Read more.

Clouds Of Marketing

Safesforce has their marketing cloud. Now, Responsys, whose core business has been email, is clarifying its position in the enterprise marketing space with the Interact Marketing Cloud. A release explains that the Responsys cloud “enables marketers to build a complete profile of their individual customers, design highly personalized digital interactions and orchestrate sophisticated marketing programs across the digital channels.” Read more. Marketing automation and programmatic media are headed toward toward each other.

But Wait, There’s More!