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ShiftForward – online advertising technology R&D

December 23rd, 2011 SkyHorse

It’s been a while since I last wrote on my blog, and for a good reason. I’ve spent the last few months setting up a technology start-up to bring together outstanding engineering with deep online advertising understanding. Its goal is to take advantage of the gap in businesses between their great advertising ideas and their lack of engineering resources to make them work. Good engineering with advertising understanding is very hard to find. We called it ShiftForward, and you can learn more about it at http://www.shiftforward.eu

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Tags: advertising, engineering, online media, online-advertising, startups, technology

Related posts:

  • What The European Display Landscape Looks Like In 2010 | ExchangeWire.com
  • The state of Online Advertising 2.0 – part 1: Microhoo?
  • What is… Behavioural Targeting? Part I: Contextual, Re-targeting and Interest-based targeting

Posted in Ideas, online media | No Comments »

What the F**k is Social Media NOW?

April 20th, 2011 SkyHorse

Irreverant wake-up call presentation on social media from the guys at brand infiltration

What the F**k is Social Media NOW?
View more presentations from Espresso’s Infiltrators

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Tags: social, social media, social-networking

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  • The state of Online Advertising 2.0 – part 1: Microhoo?
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GRP and TRP – Offline marketing notions for online advertising professionals

January 25th, 2011 SkyHorse

TargetingIn a conscient effort to help getting rid of CTR based performance measurements, I think it’s important to bring out two concepts not that familiar to online advertising professionals that are very relevant to online branding campaigns.

These concepts are the basis of any evaluation of a campaign marketing effectiveness, especially when using Behavioural Targeting and Audience Segmentation:

GRP – Gross Rating Point – Represents the proportion of users reached by a campaign from the “universe” of users (e.g. a Country total online population) and how often they were reached. In detail, GRP = Frequency x % users reached. E.g.:

- Campaign report shows avg frequency of 3
– Total UU was 15 000 000
– Total online population in the UK is 30M

GRP = 3 x 15 000 000 / 30 000 000 x 100 = 150

TRP – Target Rating Point – Represents what percentage of users reached with a campaign actually match the intended advertisers audience segment. Using the example above, if the advertiser wants to reach the “male” demographic, and the site / network delivering the campaign has a 70 male / 30 female split, then:

TRP = GRP x 70% = 150 x 0.7 = 105

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Tags: behavioural-targeting, grp, marketing, online-advertising, trp

Related posts:

  • What is… Behavioural Targeting? Part I: Contextual, Re-targeting and Interest-based targeting
  • wunderLOOP: The start of a new wave of online advertising
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Google Cuts Off AppNexus Access To Real-Time Inventory On Adx, As It Looks To Close The Loop | ExchangeWire.com

December 1st, 2010 SkyHorse

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Google Cuts Off AppNexus Access To Real-Time Inventory On Adx, As It Looks To Close The Loop | ExchangeWire.com.

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Tags: appnexus, DSP, google, invite media, online-advertising

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  • RTB gaining momentum, NY Times reports
  • Forrester’s Emily Riley online advertising forecast 2010-2012
  • What The European Display Landscape Looks Like In 2010 | ExchangeWire.com

Posted in advertising | No Comments »

An interesting presentation on the display advertising landscape

November 23rd, 2010 SkyHorse
Display Ad Landscape : Evolution, Terminology, Technologies and Players
View more presentations from Jai Rawat.
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Tags: advertising, display-advertising, online-advertising

Related posts:

  • What The European Display Landscape Looks Like In 2010 | ExchangeWire.com
  • ShiftForward – online advertising technology R&D
  • Behavioural Targeting: The Future (a video by Audience Science)

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