Browsing Category Digital Marketing

Who Should Own My Data Management Platform?

May 5th, 2014 // 4:25 pm @ // No Comments

Who Should Own My Data Management Platform?

Demand-side platform (DSP) is one of the hottest media trends right now, but what most people fail to understand is that it is merely a buying mechanism. The real value lies in the data management platform (DMP), which acts as the brain that tells the DSP which ad impression to buy. In the Western ad […]

Category : Blog &Digital Marketing &Featured &Popular &Programmatic

5 Digital Media Buying Trends to Watch in China

May 5th, 2014 // 3:55 pm @ // No Comments

5 Digital Media Buying Trends to Watch in China

2014 is shaping up to be an interesting time for online video, search marketing, and mobile commerce in China. Below are five digital media buying trends marketers should take note of: 1. Online TV Channels Focus All Firepower on Content Exclusivity Online TV (OTV) is the fastest-growing channel in China both in terms of traffic […]

Category : Blog &Digital Marketing &Featured

4 Tips to Effectively Measure B2B Demand Generation Campaigns

May 5th, 2014 // 12:32 pm @ // No Comments

4 Tips to Effectively Measure B2B Demand Generation Campaigns

Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. B2B marketers have very unique challenges when it comes to digital marketing: B2B companies have a niche target audience hence using merely demographics for media selection is simply not accurate enough. There are usually multiple stakeholders during the […]

Category : Blog &Digital Marketing &Featured &Popular

Will Programmatic Premium Buy Overtake RTB in China?

April 14th, 2014 // 6:23 pm @ // No Comments

Will Programmatic Premium Buy Overtake RTB in China?

A couple weeks ago, iResearch released the 2013 China DSP (demand-side platform) Market Trends Report. It proved that DSP is definitely the hottest digital marketing trend in China this year. The latest figures showed DSP display ad spending growing at 179 percent in 2013, and will continue to grow at a significant rate over the […]

Category : Blog &Digital Marketing &Featured

Do Marketers Need Big Data?

February 11th, 2014 // 5:12 pm @ // No Comments

Do Marketers Need Big Data?

One of the funniest statements describing the current state of Big Data goes: “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” While amusing, there’s a huge amount of truth in this statement, […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

November 25th, 2013 // 8:44 pm @ // No Comments

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

Banner advertising is one of the earliest forms of digital marketing and an integral part of everyone’s media mix. However, with the rise of social media and high impact pre-roll ads, marketers have seriously begun to question the effectiveness of banner ads. Especially with stats like the following: 1. CTR of banner ads are astonishing low with […]

Category : Blog &Digital Marketing &Featured

Should All Brand Activities Online Drive to E-Commerce?

October 11th, 2013 // 1:00 am @ // No Comments

Should All Brand Activities Online Drive to E-Commerce?

One of my clients brought up a very interesting question recently: Should all brand activities online drive to e-commerce? It’s interesting because it shows marketers’ increasing focus on proving digital marketing ROI. Let me explain. Marketers have always treated digital as another consumer media touch point. Hence they were content doing branding campaigns, social media, and […]

Category : Blog &Digital Marketing &Featured

Moving Beyond Conversions in Digital Measurement

August 5th, 2013 // 11:45 am @ // No Comments

Moving Beyond Conversions in Digital Measurement

Digital measurement has come a long way, from the earliest site counters to sophisticated multi-channel analytics tools; and from measuring simple page views to tracking event/engagement conversions. For today’s digital marketers, measuring “conversions” seems to be the end game. It’s like we’ve finally found the Holy Grail of digital measurement and now everything that we […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

The Evolution of Media Planners

June 19th, 2013 // 2:15 pm @ // No Comments

The Evolution of Media Planners

Recently I had the interesting opportunity to work with a leading Chinese online video site on a brand sponsored content collaboration project. Coming from largely a performance marketing background, this project was a first for me in many aspects. Most importantly, it was THE very 1st time that I’ve been this closely involved in actual […]

Category : Blog &Digital Marketing &Featured &Popular

The Death of Audience Buy in China?

May 1st, 2013 // 12:31 am @ // No Comments

The Death of Audience Buy in China?

It’s certainly ironic that this column came right after my last article on the tremendous growth and potential of audience buy in China. And it’s even more amazing that I’m writing this column a mere two months after an earlier article on my predictions for 2013 China digital media buying trends. So what in the world happened?…315! For those who don’t […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

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