Last month, Fortune reported that Amazon is rapidly becoming one of the world’s largest ad networks, with over $2 billion USD in advertising revenues in Q2 2018 alone. Their rapid appearance on the world advertising stage is only one of the reasons that we’ve been putting our sights on Amazon for some time now. Here […]
In the winter of 1928-29 a Belgian painter living in Paris painted what looked like an advertisement for pipe tobacco. The painter, René Magritte, painted a caption below the large pipe stating “This is not a pipe” creating confusion for viewers and a bit of a stir in the Paris art scene at the time. […]
Ah, the smell of the end of the Fiscal Year! Budget Planning for Marketing is in the air and the smell of burning remaining budgets lingers, backed by the sound of inter-departmental standoffs. It doesn’t have to be like that. Annual Budgeting is a time-honored process, but I’d argue that in today’s world annual budgets […]
In 2003, Google was still a scrappy startup, digital marketing largely meant Search or un-tracked banner ads, and Working Planet co-founders Soren Ryherd and Vida Jakabhazy had an idea that paid digital advertising could be optimized to financial KPIs. We were a little early. While Working Planet began rapidly building and optimizing digital campaigns it […]
I recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations with ROAS are that it is a measure of efficiency and not magnitude and that the efficiency it measures is revenue generation, not profit generation. Yet creating revenues without profit, or efficiency without […]
ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really sucks as a KPI. To be totally fair, ROAS has a few strengths. It is easy to calculate (even easier than ROI): Revenue / Ad Spend. It is a relatively clear measure of efficiency. […]
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