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Datalogix feeds offline purchase metrics to online social networks and raises $45 million to expand its product

There’s a lit­tle prob­lem with ana­log adver­tis­ing on social media: busi­ness­es are get­ting sick of spend­ing mon­ey on it when they have no idea whether it’s actu­al­ly dri­ving sales, and social media sites need to prove ROI if they’re to stand a chance of per­suad­ing adver­tis­ers to buy big­ger cam­paigns. Which is where New York-head­­quar­tered Dat­a­logix comes in: its plat­form deft­ly con­nects online adver­tis­ing with offline con­sumer behav­ior, and most tech-savvy prod­uct man­agers would agree that that means it’s tak­ing the guess­work out of mar­ket­ing and replac­ing it with sci­ence. Link­ing meat­space with cyber­space  Begin­ning life in 2002, Dat­a­logix has risen to become a crit­i­cal com­po­nent in Twitter’s and Facebook’s mon­e­ti­za­tion machines — and its part­ner list con­tains the kind of names to make the aver­age prod­uct manager’s jaw drop. It’s pop­u­lat­ed by jug­ger­nauts like Yahoo, Google, eBay and many oth­ers, includ­ing firms fea­tured on these pages like YuMe, Draw­bridge and Tremor Video. And as a sign of the con­fi­dence it’s inspir­ing in the busi­ness com­mu­ni­ty, it recent­ly raised a thun­der­ing $45 mil­lion in Series C fund­ing led by Welling­ton Man­age­ment Com­pa­ny. So, intrigued prod­uct man­agers, this is how Dat­a­logix works. Let’s take Face­book: if you use a gro­cery store…

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Online video advertising startup YuMe presents new Video Reach platform for agencies and TV brand advertisers

Last year, we report­ed on video ad com­pa­ny YuMe’s ambi­tions to deliv­er effec­tive video ads across mul­ti­ple devices in the age of screen frag­men­ta­tion. Busi­ness devel­op­ment man­agers and oth­ers with media jobs in online adver­tis­ing may remem­ber that YuMe’s Senior VP of Mar­ket­ing, Ed Haslam, was talk­ing back then about how to hold viewer’s atten­tion across mul­ti­ple screens at a time when online video adver­tis­ing was start­ing to explode. And now his firm has pulled a tech­no­log­i­cal rab­bit out of the hat to do just that, with the launch of a new brand named Video reach. A good year YuMe, as the more informed busi­ness devel­op­ment man­ag­er may be aware, has had a rather good time of it over the last year. It raised $65 mil­lion dur­ing its IPO last July, just as it planned to do after turn­ing prof­itable and post­ing a net income of $6.3 mil­lion (a rad­i­cal turn­around from the $11.1 mil­lion loss it made in 2012). It also man­aged to increase its gross mar­gin from 38 per­cent to 46 per­cent over the same inter­val and its rev­enue for 2012 had grown by 70 per­cent on the pre­vi­ous year to reach $116.7 mil­lion. Fig­ures like that tend…

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Can startup online video ad firms survive the big beasts in the Adland public jungle?

You don’t have to be a sea­soned busi­ness man­ag­er to know that soar­ing demand for online adver­tis­ing played along­side video clips is spurring big growth amongst star­tups spe­cial­iz­ing in online video adver­tis­ing. Com­pa­nies like Adap.tv, YuMe and Tremor Video Inc., for exam­ple, are all poised for Ini­tial Pub­lic Offer­ings lat­er this year, as the expan­sion in fast mobile encour­ages ever-more blog­gers and media firms to bump up the quan­ti­ty of video on their sites. Colos­sal rivals But the can­nier busi­ness devel­op­ment man­ag­er may well be enter­tain­ing some skep­ti­cal ques­tions about what kind of suc­cess can be expect­ed by these firms by sell­ing shares to the pub­lic. In real­i­ty, there aren’t that many inter­net adver­tis­ing agen­cies to have tak­en the IPO turn in recent years, large­ly because every­where they look they’re con­front­ed with the sight of a colos­sus: Google Inc. is firm­ly in con­trol of around half the dig­i­tal ad busi­ness.  That’s one heck of a big slice of pie. Take Mil­len­ni­al Media Inc., which sells pro­mo­tions on smart­phones. After its IPO in March 2012, it’s now val­ued at half the total it float­ed at back then. While its stock cur­rent­ly trades at 1.8 times its rev­enue, Google’s price-to-trade ratio is…

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Mobile advertising will turn to apps and video in 2013, YuMe’s Ed Haslam predicts

How can mobile adver­tis­ing agen­cies deliv­er the most effec­tive mobile adver­tis­ing cam­paigns in the age of screen frag­men­ta­tion? That’s a ques­tion at the fore­front of Ed Haslam’s mind. The senior VP of mar­ket­ing with San Fran­­cis­­co-based video ad-tech firm YuMe recent­ly vis­it­ed Lon­don for the Chang­ing Media Sum­mit, dur­ing which he squeezed in an inter­view with The Guardian news­pa­per. Why the three c’s mat­ter more than size Tech­nol­o­gy has brought us a pletho­ra of dif­fer­ent screen sizes and devices, from desk-top bound Goliaths to tablets to smart­phones. And recent research from YuMe sug­gests that screen size does mat­ter — as Haslam explains: “So larg­er screens are more emo­tion­al then small­er screens in terms of bio­met­ric mea­sure­ment.  But what mat­ters more is some­thing we call the three c’s, which are: clut­ter, cre­ative and con­text.  So while screen size mat­ters, what mat­ters a lot more is what is on the screen as it relates to adver­tis­ing effi­ca­cy.” There’s more to mobile adver­tis­ing than geolo­ca­tion and direct response cam­paigns (entic­ing users to respond in the moment), Haslam believes. Mobile devices, espe­cial­ly tablets, aren’t mere­ly func­tion­al, on-the-hoof gad­gets and can be used in a more “leaned back way”, some­thing brands are increas­ing­ly inter­est­ed in.…

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