News Bytes: March 22, 2013
News Bytes Roundup
Seismic Data Shift
What is it? Worldata's Winter 2013 List Price Index, which for the first time tracked data availability as well as list pricing trends. It notes a 26% surge in the number of rentable email addresses over the last 12 months.
WIIFM? Significantly lower list prices across the board.
Who's talking? “With more data sources overall in the email rental space, [providers] of both business and consumer files are competing by lowering prices,” says SVP Ray Tesi.
Honda Rolls With New Agency Drive Plan
What is it? Honda's U.S. unit comes out of its agency review with a new multi-shop approach. RPA will handle creative for Honda and Mullen will handle creative for Acura, and MediaVest will buy media for both brands.
WIIFM? Marketers can monitor what happens when a major player drives in a new direction, which a Honda statement says is aimed at achieving “heightened creativity, greater efficiency and long-term strategic planning.”
Who's talking? “We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment on communicating with our customers," says Michael Accavitti, VP of national marketing operations.
Making Sense of Mobile
What is it? Store Visit Rate (SVR), a new metric served up by Sense Networks that reports when a mobile user who has clicked on a mobile ad consequently visits the same retailer.
WIIFM? Some additional metrics in a discipline—location-based mobile marketing—where little benchmarking or results-driven data currently exists.
Who's talking? “While marketers and brands believe that mobile advertising is an effective way to reach the consumer, until now they have struggled to prove its ROI,” says CEO David Petersen.
Onward Marches the Four Million
What is it? Harte-Hanks updates its Ci Technology Database of more than four million businesses to include new IT spend estimates and installations in hardware, software, storage, communications, personal computers, printers, and servers.
WIIFM? Marketers have access to more data. Harte-Hanks invested 70,000 hours to complete the 8,000 phone surveys needed to obtain the information.
Who's talking? “We're seeing that companies are continuing to invest in technology, despite economic indicators that may portray the contrary,” says Randy Ilas, GM of Harte-Hanks Market Intelligence.
What is it? Vindico, an ad management platform for video, introduces a quality ranking system called Adtricity that evaluates publishers and online video advertisers based on viewability and verification.
WIIFM? A measurement system to identify quality publishers through an analysis of factors including content, execution, traffic, and domain
Who's talking? “The digital advertising space is noisy and confusing. We need to establish better confidence and accountability in order to create trust,” says president Matt Timothy.
Who is it: Tony Weisman, promoted to CEO of Digitas North America
What's his role: Weisman is charged with maximizing digital innovation and technology in order to “fully realize the potential of the 'most complete' digital agency network in the world.”
Where was he prior: With Digitas since 2007, Weisman was previously president of the northwest region (Boston/Chicago/Detroit/San Francisco). In his six years in that role, Digitas Chicago tripled in size with the addition of such clients as MillerCoors, Whirlpool, and Sprint.
Why was he appointed: “He brings altitude and aptitude to the client-agency relationship that inspires innovation and boldness, and ultimately growth,” says Luke Taylor, Global CEO of Digitas LBi.
Who is it: Jeff Drobick, named Chief Product Officer of Tapjoy, a mobile advertising platform
What's his role: Drobick is expected to use his expertise in bidded ad platforms and data-rich applications to develop products.
Where was he prior Prior to Geeknet Media, Drobick spent 12 years at eBay, where he was the VP of Information Management & Delivery (IMD) and product development.
Who's talking? “Tapjoy sits at the white-hot intersection of mobile app developers, advertisers and consumers, and it's precisely the type of company I get excited about," Drobick says.
Who is it: Gary Schoch, named partner and global commerce lead at Rosetta, an interactive agency
What's his role: He will lead efforts to drive global commerce business development.
Where was he prior: Schoch arrives at Rosetta from IBM, where he was a sales lead at its Worldwide Commerce Solutions department. Prior to that, he was President and CEO of Business Systems Architecture Inc.
Why was he appointed: “Throughout our 12-year partnership with IBM, Gary has been of invaluable service to Rosetta, helping us to complete more than 100 commerce implementations around the globe, while using best-in-class tools that deliver effective results,” said President Tom Adamski.