Cesar Enríquez Morán La publicidad programática permite a los mercadólogos comprar y vender anuncios publicitarios, usando los datos disponibles para tomar mejores decisiones. El término “programática” simplemente significa que lo que antes se solía realizar de forma manual y lento, ahora es posible realizarlo de forma automática, en un abrir y cerrar de ojos, sin mucho desperdicio, para liberar a los responsables de tomar las decisiones, centrarse más en la estrategia. Antes, los ejecutivos y los responsables de la compra de anuncios visitaban a las agencias de medios para comprar anuncios publicitarios en televisión. Proporcionaban un conjunto de parámetros que les gustaría, las agencias de medios añadían sus recomendaciones y luego, una por una, las agencias llamaban a cada medio para comprar spots publicitarios. Sin embargo, a través de la compra de anuncios programáticos, las empresas pueden reducir mínimo entre un 10 y un 15% en costos, con la ventaja de llegar a un público más específico. Aunque mucha gente puede creer que solo se trata de una puja de medios digitales en tiempo real o RTB, por sus términos en inglés (Real Time Bidding) del inventario remanente de los medios, la publicidad programática significa el anuncio correcto, en el medio idóneo, en el momento oportuno y para la audiencia específica. - Más en Forbes
For the past couple of years, Facebook has done nothing significant about its Snapchat problem. Sure, Mark Zuckerberg and co. have tried to clone parts of Snapchat with failed apps like Slingshot. But Facebook has never really thrown its full weight behind taking Snapchat head on. Until now. During Facebook's quarterly earnings call this past week, Zuckerberg explained that Facebook now sees the camera as the future of how people share and communicate. "In most social apps today, a text box is still the default way we share," he said. "Soon, we believe a camera will be the main way that we share." While he didn't name Snapchat specifically on the call, make no mistake: Facebook's full attack on Snapchat has begun. As my colleague Biz Carson has explained, Snapchat (or Snap Inc.) recently simplified its company mission statement to be "a camera company." Snapchat started as an app for sending disappearing messages. Over the years it's managed to shake its sexting label and evolve into a rapidly growing social network with more than 150 million daily active users. More at BusinessInsider
ISSIE LAPOWSKY THE ASSOCIATED PRESS had yet to call the presidential election forPresident-elect Donald Trump, and races in tight states like Pennsylvania and New Hampshire were still undecided, but Matt Oczkowski and everyone else on Trump’s data, digital, and technology teams were celebrating in San Antonio, Texas, where they’ve spent the past several months. Reached by phone, Oczkowski, director of product for the president-elect’s data team Cambridge Analytica, was exhilarated but not necessarily surprised. The polls, the pundits, and the data suggested otherwise, but Oczkowski says he and his crew knew weeks ago that Trump had a solid shot at the presidency. “This is not something that political intuition would tell you,” he says, “but our models predicted most of these states correctly.” They stood entirely alone. From Nate Silver’s FiveThirtyEight model to The New York Times‘ the Upshot model to the Clinton campaign’s own public projections, it seemed a foregone conclusion that Hillary Clinton would win. But for the past 10 days, Oczkowski says, the campaign saw a tightening in its internal polls. When absentee votes and early votes started coming in, his team noticed a decrease in black turnout, an increase in Hispanic turnout, and an increase in turnout among those over 55. “The general political assumption would tell you that an increase in old votes is good, a decrease in African-American votes is good, an increase in Hispanic vote is probably troublesome,” he says. “We came to realize the way folks were polling in terms of their samples and who they consider likely voters, it’s probably been incorrect.” More at Wired
LinkedIn is going all-in on automation – promising to activate all display ads programmatically starting in 2017. In the meantime, it is expanding the number of native ad units that are available in a self-serve capacity. While advertisers could previously buy Sponsored Updates and text ads via LinkedIn’s self-serve campaign manager, they now can buy Sponsored InMail units in the same way. Sponsored InMail used to only be available directly through field reps on an I/O basis. But LinkedIn decided it needed to be more flexible, said Irina Skripnik, senior product marketing manager for LinkedIn. Some LinkedIn advertisers want full service, others want self-serve. More at AdExchanger
Juan Miguel Revilla Crea una nueva función, que permite a los administradores de páginas de negocios publicar ofertas de trabajo y recibir solicitudes de los candidatos. Una red social, un marketplace, una plataforma de comunicaciones… Facebook ya es todo eso, pero aún no está satisfecha y quiere ser también un lugar donde sus usuarios busquen trabajo. Con ese fin, está probando una característica de publicación de ofertas de empleo. La compañía anunció ayer la nueva función, que permite que a los administradores de páginas de negocios publicar ofertas de trabajo y recibir solicitudes de los candidatos interesados, según informa TechCrunch. “Basándonos en el comportamiento que hemos visto en Facebook, donde muchas pequeñas empresas publican empleos vacantes en su página, estamos realizando una prueba para que los administradores de eas páginas creen ofertas de trabajo y reciban solicitudes de candidatos”, declaró a Reuters un portavoz de Facebook. La red social no ha explicado cuándo iniciará el servicio, con el que Facebook podría convertirse en un serio competidor de LinkedIn, ahora propiedad de Microsoft. Para los solicitantes de empleo y las empresas, esta podría ser una gran noticia. Aprovechar la red social más grande del mundo para conseguir empleos potenciales -o los mejores empleados- tiene bastante sentido. Más en ITEspresso
Some economic experts are predicting that by 2025, 40% of today's jobs will be replaced by technology. That's a sobering thought for nearly everyone. For those of us in the digital marketing space, it is especially alarming. After all, automation and the rise of bots threaten to displace many functions in today's digital agencies. We took a close look at our own agency, position-by-position, to see if we could draw any insight from these economic forecasts. Our conclusion is that digital agencies servicing enterprise clients won't be on the endangered list anytime soon. There are too many essential activities that call for human interaction and a personal touch in order to drive a successful, large-scale campaign that simply can't be replicated by technology. Looking at the digital agency of the future on a role-by-role basis may be useful to clients wanting to know what to expect from an agency in this evolving market, as well as agency executives and practitioners. Here's how the roles in a typical agency will be affected by the constant innovation and disruption happening in digital marketing. Project Managers. Account and project managers may be among the most secure in the agency of the future, for the simple reason that many of the activities that take place between clients and PMs require human interaction. Relationships and expectation-setting is an art and a science; one that no artificial intelligence, robotics, or automation software will ever be able to completely replace. Clients will always want two human eyes that stare into their eyes and say, "No need to worry, we've got your back". More at AdAge
It’s no secret that video is a growing medium. In fact, one-third of all online activity is spent watching video. Social feeds are packed with clips of cats, stunts and makeup tutorials. In the next four years, spend on mobile video is set to grow by 700 percent—and it’s making influencers like yourself rethink your content strategy. With Facebook users watching more than 100 million hours of videos each day, you need a way to step up the game and stay relevant in crowded social feeds. Here are a few ways to get over the intimidation factor and use video to gain more fans and advertising dollars. More at SocialTimes