Posts in Thought Leadership

Why The GRP Must Die: And Why It Won't

August 23, 2016 Posted by Thought Leadership 0 thoughts on “Why The GRP Must Die: And Why It Won't”

August 23, 2016 – MediaPost – Is it really still true, in the age of digital, that if you blast enough eyeballs with an ad for a fast-food burger, you’ll sell more beef?
The answer to that question is a qualified yes, but the size of the asterisk grows bigger by the day. On the one hand, Gross Ratings Points formulas have been the bedrock of advertising for decades. They play a big role in the media mix models advertisers see as crucial for understanding omnichannel performance.
Conversely, the GRP model is breaking, thanks to the Internet and mobile and trends like cord cutting and media fragmentation. Once, advertisers could comfortably rely on the GRP—spend enough to max out reach and frequency and inevitably the needle will move.
Today, however, that spend doesn’t deliver the same bang for the buck. Although we collectively acknowledge this shift, all advertisers can really do is lament that things aren’t what they used to be.
To continue reading, please visit MediaPost

Five Minutes With: Michael Hayes, CMO and Revenue Officer at UberMedia

October 5, 2015 Posted by Thought Leadership 0 thoughts on “Five Minutes With: Michael Hayes, CMO and Revenue Officer at UberMedia”

October 5, 2015 – The Hub
What are your biggest opportunities and challenges for the next 12-24 months?
The biggest opportunity is for UberMedia to achieve a leadership position in the mobile ad revolution by providing a differentiated product and superior service to our clients. Mobile advertising will be the engine that leads the industry for the foreseeable future. Consumers spend more time with their mobile devices than they do watching TV. Which means that our mobile device is now the first screen.  Further, it’s the vehicle that can measure our real-world footprints giving marketers the ability to connect to consumers based on their real-world behaviors and measure their marketing based on physical foot traffic.
This is a game changer – instead of marketers measuring their ad dollars based on media outcomes (like ad impressions or target rating points), they can measure their success based on business outcomes in the form of incremental foot traffic. The challenge is that we are still working on breaking the code to apply this cross media location measurement across the entire media mix with fractional conversion attribution.
What keeps your clients up at night?
For marketers, the reason you lose sleep today is very similar to why you lost sleep 15-20 years ago; namely, market share losses, revenue or margin loss, and the like. What’s really driving their ulcers is the sheer velocity of the marketplace and digital disruption.  Mobile penetration and usage is skyrocketing. And yet, the traditional marketing and advertising models that worked in TV or even the Internet don’t seem to apply. We have good thinking around these issues and the hope is that we can be their mobile antacid and sleeping aid.
What’s the hardest thing to educate clients about?
Advertisers get very excited when they see the power of our mobile ad tech that uses mobile behavior to target ads. We understand consumer interests, intent, and location history.  They love all the hyper-targeting. Yet, sometimes, the creative doesn’t match the power of the targeting.  It can be a complete disconnect. The audience targeting and the creative together constitute the whole for a campaign. Sometimes this is missed.
What ad trends to you see accelerating in the next year? 
I see three major trends that will start to re-shape advertising. First, mobile will take center stage (finally) as the primary tool in the marketer’s toolbox.  No longer will mobile be an afterthought and be the third or fourth vehicle planned. Second, Location Visit Rate will be the next big Key Performance Indicator (KPI).  Measuring and optimizing on real-world location visits (foot traffic) will be a no-brainer as advertisers demand accountability to business metrics. Third, for ad tech, no differentiation will lead to certain death.  There are thousands of ad tech companies that sit between brands and consumers.  The sea-of-sameness is vast.  With no clear differentiator, these companies will start to fade and some completely vanish.
–Michael Hayes is CMO and Revenue Officer at UberMedia.
This article was originally published by The Hub

Media Measurement – It's All About Location, Location, Location

September 9, 2015 Posted by Thought Leadership 0 thoughts on “Media Measurement – It's All About Location, Location, Location”

September 9, 2015 – GeoMarketing We talk about major milestones in advertising vehicles and the story is peppered with icons, from the printing press to Google search. It’s fun and compelling – we’ve come a long way, baby. However, when the conversation turns to media measurement, we don’t wax as eloquently. Measurement is historically evasive, which is too bad because really, measurement tells us whether or not advertising is performing.
Without intelligent measurement, targeted advertising is an unmistakable exercise in insanity and unjustifiable spending. So like any evolving species we’ve learned to make tools along the way. Ad impressions, gross rating points (GPRs) and target rating points (TRPs), were the tools we made, forming a bridge that connected advertising effectiveness, making sense of the spend and the strategy.
We’ve traditionally measured success through the lens of media outcomes instead of actual real-time business outcomes, mostly because there wasn’t a viable way to do that.
Then along came the internet, bringing with it a new dimension in measurability.
Marketers could now measure banner ad clicks and website conversions. We believed that counting clicks and conversions was a step in the right direction and that it was extremely useful. As it turns out, it was only kind of useful.
The problem is that most advertisers’ business is not driven by clicks or even website conversions. If you look at the top 25 advertisers in the U.S., most of them sell product in the physical world. With a few exceptions, clicks are a proxy and are of little relevance, even if these advertisers think they are.
What marketers should be measuring in these cases are business outcomes. Mobile advertising and measurement is the connective tissue that can fuse the digital ad world to real-world business outcomes, providing large brand advertisers what they have been missing – a media vehicle that can deliver high reach, high consumer engagement and ad measurement to real-world business outcomes.
Sales data is incredibly powerful and would be the Holy Grail to optimize and measure campaign performance, but in most cases, advertisers find it difficult to link sales data to advertising media in real-time for optimization and measurement purposes. Media mix modeling (MMM) helps define business attribution by media type, but the time spent building the models makes it difficult to act upon them for any media investment course correction. This has always been an issue with marketers. The result is that for the foreseeable future, sales data for many advertisers is too disconnected from media activation for real-time optimization purposes.
Actually knowing, in real time, when customers are visiting their locations, ostensibly to purchase a product, should supplant any kind of media measurement that currently exists. Using physical location visit data as a means of quickly changing course with advertising buys could impact the sales and give the marketer better transparency into what’s working.
Optimizing digital ads to increase foot traffic to physical locations is a major breakthrough for the industry because what really matters to a business isn’t ad impressions or target rating points – it’s actual traffic and retail sales. This is exactly in line with advertisers’ core mission to drive foot traffic and is why physical location visits are the next big Key Performance Indicator (KPI).
Granted, we are in the early stages of tracking the entire media mix to real-world location visits. Yet, the speed of ad tech innovation is revealing how location analytics is impacting media strategy and investment decisions.
Mobile advertising and the cross media measurement to location will be game changing. After all, our mobile devices are ubiquitous. They’re always on, always connected, always accessible and always with us. Mobile is not just the first screen; it’s the screen that can measure our real-world footprints.
A new virtual reality is reshaping our ability to connect directly with consumers, as they literally set foot in the store. Marketers who are able to track, measure and optimize their media mix to location visit and establish the sources of incremental foot traffic will have a powerful strategic weapon in their arsenal.
And all’s fair in love, war, and moving merchandise.
*Michael Hayes is Chief Revenue and Marketing Officer of Pasadena’s UberMediaa cross-screen mobile advertising platform that leverages social data, location history, and intent cues to identify the heart of consumer decision-making. Hayes oversees marketing, business and brand development. Since Hayes joined UberMedia in 2013, the company has secured advertising partnerships with some of the most recognizable brands including Lexus, BMW, Chrysler-Jeep, AT&T, Nike, Adidas, Levis, Unilever, Disney, Sony, Paramount, Coca Cola, Red Bull and many more. Hayes is a pioneer in interactive marketing and advertising with more than 25 years of experience in the industry. Prior to UberMedia, Hayes was president at Initiative, one of Interpublic’s two worldwide media agencies, where he was responsible for worldwide strategy and operational oversight of the agency’s digital practice. This included overall digital strategy and activation on behalf the agency’s flagship clients including Hyundai-Kia, MillerCoors, Lionsgate, MillerCoors, and Dr. Pepper Snapple Group.
This article was originally published by Michael Hayes for GeoMarketing