Goodway Group COO Jay Friedman predicts return on ad spending (ROAS) will decline for all parties in the ad-tech ecosystem, especially for providers of retargeting services in this MediaPost article.
With White Ops’ recent discovery of the Russian hacking operation, Methbot, the first question your advertisers are likely to ask is, “Was MY campaign affected?” With an estimated $3 million to $5 million of advertiser revenue lost per day to Methbot’s fraudsters, it’s a fair question for most . . . but not for you. We are happy to report that Goodway was virtually unaffected by Methbot in 2016, with only .004% of total annual impressions delivered to compromised IPs as listed by White Ops. Also, no single advertiser of ours was exposed to more than $1,000 of Methbot fraud over the course of a year. These unparalleled results speak to the combined data science and human intelligence that our team employed this past year as part of Goodway’s 2016 anti-fraud initiative. After analyzing billions of impressions for invalid traffic and user anomalies, we cut 13 suspicious SSPs from our supply ecosystem and implemented proprietary algorithms to help keep fraud out, resulting in fraud measurement levels of less than 1%, as reported by Integral Ad Science (IAS). Our anti-fraud methods continue to get results even as fraudsters get more sophisticated. If you want to learn more, watch our anti-fraud initiative webinar or contact us now.
The holiday season is full of sound. Whether it’s prepping your annual dinner party playlist, listening to your favorite holiday songs during your commute, or slimming down for that New Year’s dress with your workout jams—music is in the air! Now is your chance to help consumers hear your message by targeting the hundreds of millions of subscribers who listen to streaming playlists with programmatic audio. Keep reading to learn more about how programmatic audio is the gift that keeps on giving to your marketing mix. Become Part of Their Traditions With programmatic audio, you can be a part of their holiday traditions this season. Accompany them in the car ride to the holiday light display. Or provide the soundtrack to waiting for pictures with Santa at the mall. The opportunities are endless because music is one of the most emotional forms of individual expression and has the potential to enrich any moment or memory. This means you can tailor the perfect message for any moment in a user’s holiday routine and ensure it sticks. Since consumers select their music playlists based on their mood, environment, or activities, marketers have a unique opportunity to connect with their target consumer in an extremely relevant way. Through the efficiency of programmatic, marketers can tap into the sea of first-party data, make powerful inferences about consumer habits, and match targeted 15- or 30-second ads to specific types of playlists, all within their existing media campaigns. Here’s how playlist targeting works: Advertisers can select from a collection of music mixes, such as holiday party, romance, cookie baking, or New Year’s workout, to target specific listeners who are in the right state of mind to hear about their products. Want to learn more? Check out why advertisers are tuning into audio again here. Be Where It Matters The promise of programmatic audio is that you can be where it matters to your consumers, wherever that is. Because streaming music has a supreme fluidity across devices and activities, marketers can follow their consumers through their daily journey. Let’s pressure test this in the real world: A digital audio listener puts on his or her favorite playlist while getting ready to go over to a friend’s holiday party, continues listening on the drive over, and enjoys the party’s streaming playlist with everyone’s favorite holiday songs upon arrival. This kind of fluidity and accompaniment is unmatched compared to other channels. According to a recent Spotify study, music listeners have selected playlists for listening everywhere from at home (85%), to in the car (63%), to at work/school (33%), to while shopping 15%, and beyond: More Than Loyal Listeners Consumer attention is at an all-time premium during the busy holiday season. Programmatic audio can help you cut through the noise and connect more effectively with your target audiences. According to a Spotify Brand Impact Study, music streamers are more than just loyal listeners—they are loyal brand advocates, too. Because programmatic audio enables marketers to target consumers throughout their entire day and with content they find extremely relevant, streamers are twice as likely as non-streamers to advocate for and feel emotionally connected to brands. They are also 1.5 times more likely to have positive rational associations to ad brands. IAB’s Platform Status Report for Digital Audio goes one step further to show how adding digital audio to an ad campaign drives an array of positive consumer responses well beyond the click. For example, users who listened to one hour or more of online radio each week took action on a brand—visited an advertiser’s website, searched online for more info, purchased a product, followed a social site, etc.—more often than those who did not listen to any online radio. Your Ultimate Wingman This Holiday Season You know there are many elements that play a role in a user’s path to conversion. Now, you can track which ones are working and which aren’t across all channels, including audio. Because programmatic audio utilizes the same targeting tools from your video, mobile, and cross-device campaigns, reporting and attribution are more robust and streamlined. This is holiday music to marketers’ ears (pun intended). According to a recent study from Ad Age and The Trade Desk, the addition of programmatic audio to a traditional banner campaign can generate four times as many conversions. With full attribution capabilities, programmatic audio breaks the code on conversions to measure sales lift and provides advertisers with actionable insights they can apply throughout their entire marketing strategy. Think of programmatic audio as the ultimate wingman to your advertising campaign this holiday season. Get the nod to be the hot date for everyone’s New Year’s Eve party this year. Connect with your audience in a meaningful way, follow them throughout their day, and share results and insights that will make your clients feel the holiday glow well after the ornaments and stockings have been put back into storage. Call us anytime to learn more. We’re listening.
Header bidding? Wrapper tags? What are those? This Digiday article makes these terms easy to understand. Then Goodway Group COO Jay Friedman explains why they matter.
We just won a 2017 Glassdoor Employees’ Choice award, thanks to the great feedback provided by our employees to Glassdoor. We are thrilled to be named as one of the Best Places to Work,” said Jay Friedman, COO, Goodway Group. “We take great pride in our unique company culture and company values, which we feel set us apart from many others in our industry. As a virtual company, we offer our employees unique benefits and flexibility that other employers simply can’t. Benefits like enabling all employees to maintain a healthy work/life balance and affording employees the opportunity to work from practically any location are just some examples of what our employees value and enjoy.”
Goodway Group is pleased to announce we are among the winners of the annual Glassdoor Employees’ Choice Awards, a list of the Best Places to Work in 2017. Unlike other awards, there was no self-nomination process; instead, it’s entirely based on feedback our employees have voluntarily and anonymously shared on Glassdoor. To determine the winners of the awards, Glassdoor evaluates all company reviews shared by our employees over the past year. This year, we are proud to be recognized as a Best Place to Work among companies with fewer than 1,000 employees, according to those based in the United States. A huge thank-you goes out to all our employees who took the time to share their perspectives on what it’s like to work here. We appreciate all the valuable feedback as it only helps us to drive an even more positive culture. Below are just a few words employees shared on Glassdoor that contributed toward the award and that made us feel incredibly honored to be recognized: “Ever since I started working for Goodway Group I have been overwhelmed with how incredible my co-workers are and how much management LISTENS to us. I have never worked for a company that relentlessly strives to make their employees feel valued. I finally feel like I’ve landed at a company that I never want to leave.” “My teammates are some the sharpest tacks I’ve ever met, and it’s a thrill to work together because it always feels like a meeting of great minds.” “This company is the true definition of family. The collaboration and sense of team that is displayed on a daily basis is truly remarkable. I cannot say it enough—it is amazing.” “I worked in corporate America for several years before finding my dream job at Goodway . . . . The company culture is incredible. The CEO and the management team really care about their employees (you don’t find that very often anymore) . . . . If you are looking for a fast-paced, challenging career in Internet marketing, Goodway is for you.” “Working from home full time might be what initially hooks you into taking a job at Goodway Group, but the people will be why you stay. Your co-workers are amazingly supportive, especially considering the fact that you don’t have the physical presence in a cube or office down the hall. Leadership is transparent, approachable, and genuinely concerned about the happiness of their employees. And the workload is fair and balanced, with the usual ebbs and flows of an annual business cycle. I have found my forever company with Goodway Group, and I couldn’t be more satisfied with my move here.” We believe everyone deserves awesome co-workers. This is what we live at Goodway Group. Generous benefits, plentiful paid-time-off policies and work-life balance through a virtual work environment are just a few of the amazing perks of working with us. To join our team of the best digital minds in the industry, visit our careers page and apply today!
Today, Goodway Group COO, Jay Friedman, contributed to AdExchanger’s Data-Driven Thinking column and said ad buyers and sellers should stop fighting, and start working together. He thinks if both sides strive to become more educated, focus on win-win behavior, and increase data sharing, these efforts would encourage the flow of additional dollars into programmatic and help secure a profitable future for both sides.
Strong growth is projected for programmatic advertising in 2017. This BizReport article touches on the results from Goodway Group’s recent programmatic pricing forecast and reveals what Jay Friedman, Goodway Group COO, expects to happen in this rapidly changing market.
Amazon is in! The company is expected to announce its plans to enter cloud-based header bidding soon. In this MediaPost article, Jay Friedman, Goodway Group COO, shares his thoughts on this interesting development.
Black Friday is the most important day of the year for retailers and manufacturers. According to Adobe Digital Insights, shoppers spent a record-breaking $3.34 billion online on Black Friday this year. We were curious to see if the top-selling products as reported by Adobe were also the top advertised products, so we dove into Pathmatics data to find out. The results might surprise you. Who were the Top Toy and Electronics Advertisers and Sellers? The five best-selling toys this year were LEGO Creator sets, Razor electric scooters, Nerf guns, DJI Phantom drones, and the Barbie Dreamhouse. The top five electronic products were Apple iPads, Samsung 4K TVs, Apple MacBook Air, LG TVs, and Microsoft Xbox. We investigated the advertiser spend for these manufacturers in Pathmatics and compared them to the top advertisers during the two-week period leading up to and including Black Friday weekend. Of all nine companies represented in the top ten best-selling items, only Microsoft appeared in Pathmatic’s top ten companies for digital advertising spend. Retailers such as Best Buy, Target, and Amazon also cracked the top ten in spend, but the rest of the advertisers spanned several categories from movies to makeup, including Merck, Gap, Procter & Gamble, Hulu, Moana, and Revlon. The three major retailers in the top ten all advertised for a combination of Black Friday specials and specific products, which complicates determining the correlation between online advertisers and online sales. Thus, it is possible that some of the top sellers did receive an advertising boost from retailers. How Much Did These Advertisers Spend? The top-selling toy manufacturers spent surprisingly little in online advertising. Only LEGO Group made Pathmatics’ top 500 advertisers list, coming in at 210, with an estimated spend of $347,000. The other four manufacturers spent an estimated average of $34,000 during the Black Friday run-up. This might seem strange, but it makes sense given the FTC restrictions around advertising to children online. Additionally, children 0-11, the age group most likely to play with toys, is not online as often as children and teens older than 12. According to eMarketer, 92% of children under 12 watch live or time-shifted TV, but only 26% access the Internet via a computer and 35% access the Internet via a multi-media device. To reach children, TV is still the dominant medium, although this is slowly changing. The eMarketer research also shows that the U.S. games and toy industry spend is down overall from last year but that TV spending declined by 18% while digital spending only declined by 7.5%. Three of the top four electronics advertisers spent an estimated six figures or more—$7,791,000 for Microsoft, $1,818,100 for Samsung, and $604,000 for LG. Samsung and LG were the 35th and 118th overall top-spending advertisers leading up to Thanksgiving. Unlike toy makers, electronics companies would want to promote their wares online— since they are selling products that consumers will use to access the Internet. However, Apple is a big outlier. They only spent an estimated $6,900 in digital advertising yet had two of the top-selling products this year. Apple is known for their outdoor and television advertising campaigns, which likely explains why they spent so little on digital advertising. It also has a devoted fan following, and the iPad and MacBook are perennially popular products. In contrast, Microsoft spent millions online to promote various products such as Office software, cloud computing, Xbox consoles, and laptops. Microsoft’s brand loyalty is not nearly as strong as Apple’s, hence the need to promote its products substantially with advertising. Different Strategies for Different Industries Goodway Group’s focus is on digital advertising, but a successful Black Friday advertising strategy should encompass all channels to reach consumers. Additionally, what works for one industry doesn’t necessarily work for another. The toy industry faces some obvious challenges with advertising online. However, there are opportunities for toy advertisers to start expanding their strategies. Contextual advertising is a great way to reach children online and stay within FTC rules, and advertisers can also target parents with a variety of tactics. The consumer electronics industry, on the other hand, is already advertising heavily online as part of its holiday shopping media mix, which we would recommend for any retail advertiser.