Lotame

I posted a video, of 13 of the most influential leaders in the digital space. I ask each of them the same question, “What is your perspective on what the next 6-12 months will bring for digital marketing.” There are lots of well thought out and varied opinions, but three trends seem to be on the minds of all of these people; Social, Data, and Cross Medium Marketing (using TV, Radio, Out of home, and Digital together.) Lotame’s capabilities in both the Social and Data realms are very strong, and those capabilities will lead to a very strong foundation for cross medium marketing in the future.

The response to the video was overwhelming, so I thought that I would share it on Lotame Learnings. Enjoy

Big thanks to all those who participated in my ad hoc video, John Nardone - CEO of [x+1], Jeff Hirsch - CEO of Audience Science, Adam Broitman - founder A Media Circ.us, Eric Porres & Tom Hespos - founders of Underscore Marketing, David Berkowitz - 360i, Ben Barokas - Co-Founder & Chief Revenue Officer - Admeld, Raj Chauhan - VP, Ad Network Development - Rubicon Project, Michael Burke - Co-Founder & President - Appssavvy ,Tim McHale - The Madison Avenue Journal, Steven Kaufman - EVP, Client Service - MediaMath, David Honing - Co-Founder - media6, and Janet Balis - President - Digital Media Strategies

On Monday June 1st 2009, Lotame’s very own Scott Hoffman (Me) will speaking on a panel at the EconAffinity Conference in New York City. The event kicks off internet week, and is produced by ContentNext. For a 25% discount of the price of tickets use the code AFFINITY09 in the checkout process.

Last years conference was great, and we expect this year to be even better. I personally will be participating in a panel moderated by industry legend Wenda Harris Millard entitled “Online Advertising: Is Turning to Behavioral Targeting and Bigger Ads the Answer?”

Here is a description of the panel topic:
In the last few months, Google announced it would test behavioral targeting and the Online Publishers Association unveiled new ad formats that include larger sizes. Are publishers recovering much-needed revenue by incorporating interest-based advertising and super-sized ads into their online strategy? How are they working to retain users who find larger ads obtrusive and behavioral targeting invasive?

Confirmed panelists:
Scott Hoffman, CMO, Lotame
Pam Horan, President, Online Publishers Association
Michael Keriakos, Co-Founder and President, Waterfront Media
Dave Morgan, CEO and Director, Simulmedia

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• Google to Start Behavioral Ad Targeting (businessweek.com)

In his blog post over at GigaOm entitled “One Size Doesn’t Fit All When It Comes To Online Recommendations,” Darren Vengroff writes about 4 different product recommendations approaches, all deeply rooted in the smart use of data. This is very similar to some of the processes that can be employed when it comes to making decisions about which advertisement to show, and whom to show it to, with the aid of a data driven ad targeting platform:

• Segmentation, which divides users into groups based on characteristics like age, gender, and geographic location;
• Collaboration, which starts with an individual and attempts to locate others like them;
• Personalization, which relies on a user’s prior actions to determine what they are likely to do next; and
• Similarity, which starts with products, rather than users, and models relationships between them to drive recommendations.

In our business at Lotame, we have found that ad campaigns don’t have to be reliant on a single approach, and at times it may be best to combine different approaches simultaneously. Additionally, we have found that other approaches to use data that revolve around some of the unique social data that Lotame collects.

Darren is chief scientist at richrelevance. Previously, Darren was CTO and co-founder of Pelago, principal engineer at Amazon.com, and a vice president at Goldman Sachs. The entire article, with deeper definitions of each of the four approaches, can be found here.

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• One Size Doesn’t Fit All When It Comes To Online Recommendations (gigaom.com)

I was just blown away by this statistic published by Andreas Weigend, over at the Harvard Business Blog.

He states that “In 2009, more data will be generated by individuals than in the entire history of mankind through 2008. Information overload is more serious than ever.” WOW

Andreas should know, he is the former Chief Scientist at Amazon.com and an expert in data mining and computational marketing. He currently teaches the graduate course Data Mining and Electronic Commerce at Stanford University.

He goes on to explain that we are in the midst of a second data revolution. “The second data revolution brought about a new dimension to data creation: users started to actively contribute explicit data such as information about themselves, their friends, or about the items they purchased. These data went far beyond the click-and-search data that characterized the first decade of the web.”

At Lotame, we are at the epicenter of this revolution, our core DNA is about turning these mountains of data (all different kinds) into value for publishers, marketers, and consumers. All our technology offerings, have been built with Andreas’ vision of the second data revolution in mind. If you haven’t had the opportunity to see our suite of products first hand, then you are missing out on a presentation that will have you thinking about the possibilities of using Lotame in daily lives.

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• The Social Data Revolution(s) (blogs.harvardbusiness.org)

A recent study on users with Travel interests within our publisher partners showed that 61% of travel-interested users were female, and over one third (37.3%) were between the ages of 25 and 35. Additionally, 3 out of 4 travel users have interests in arts & culture-related content, such as art, crafts, dance, literature, and theater.

Additional Findings can be found by viewing the full report on Frequent Travelers. (Download the PDF here for free) We sampled approximately 67,000 individuals in our Co-Op who fit the description “Travel Enthusiasts,” users who reported interests in travel or demonstrated interests by sharing, posting or discussing travel related content.

An archive of additional reports can be found here.