how do you name a product, and name it well?

Create some panic. Bring your deadlines forward. Brag about how, in two days, you’ll have a product name that you can live and die by, that will be broadcast into space, that will be written into the first post-apocalyptic scrolls while the wind howls across the nuclear wastelands formerly known as Kent. That will get you to the subspace known as “Monkey Tennis”. Where you are almost always guaranteed genius.

So arbitrary deadlines dutifully broadcast, we got our war room “no-one leaves until we have an agreement” mentality on, and we gleefully dived into the depths of the bizarre (i.e. the deep well of thesaurus.com).

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separating ‘value from the noise’ in online advertising

As The Drum’s 2015 Digital Trading Awards (DTA) approached, Scoota founder and DTA judge James Booth spoke to The Drum about the importance of separating the value from the noise when it comes to programmatic.

What are the main challenges in programmatic trading marketing currently and why?

I see the current challenges as being separating the value from the noise. Brands have a tough time trying to unpick what’s what in programmatic and there’s a way to go before the dynamic shifts in their favour. Whether it’s transparency driving better trust that’s then complicated by third party auditing solutions that misinform, to advances in technology limiting reach, the challenges remain, but that’s to be expected as we run at it at 90mph.

To what extent has transparency improved in the value chain over the past year? 

Considerably. The market has had to suffer high levels of fraud in recent years; transparency is opening up a premium audience and driving better quality metrics. It’s surprising that the industry has been able to get away with hiding so much for so long.

What could marketers be doing better to maximise on their programmatic investments?

Develop a better understanding of programmatic and its capabilities. Demanding transparency but understanding how supply side platforms (SSPs) and premium publishers sometimes exploit the option on whether to reveal their URLs. Beware of third party analytics packages that claim to be able to track programmatic properly but equally aren’t built with full understanding in tow. Find individuals in the market who care enough to share without pitching; find good people to talk to.

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