June 11, 2014

Mothers Responsible for Majority of Father’s Day Gifts

Father’s Day is already here. Have you gotten Dad a gift? According to Digilant many of us have not, because Father’s Day Shoppers are 308% more likely to be a Mother of a Toddler than any other group. They are also 629% more likely to be in market for hand tools and 384% more likely to be in market for men’s neckwear.

Father’s Day Shoppers are also 187% more likely to be interested in collecting coins and 113% more likely to be in market for fiction books and magazines. They are 101% more likely than the average online shopper to purchase cycling parts and 95% more likely to purchase a GPS navigation device. According to the data they are just as likely to be interested in travel to Monterrey, Mexico, as Nail Care Products, 85%, and they are 79% more likely than the average online shopper to be interested in Healthy Living.

Based on the data, Dad’s are in for a great Holiday. Happy Father’s Day!

May 13, 2014

Quality Assurance Guidelines Initiative

Today Digilant was named QAG 2.0 compliant by the Interactive Advertising Bureau, signifying leading approaches to self-regulation and compliance. The IAB Quality Assurance Guidelines (QAG) help establish trust between buyers and sellers in a complex and ever-changing digital advertising ecosystem. The mission of the Quality Assurance Guidelines Program is to reduce friction and foster an environment of trust in the marketplace by providing clear, common language that describes characteristics of advertising inventory and transactions across the advertising value chain.

QAG provides transparency for buyers, enabling them to buy advertising with confidence. The program was created through joint efforts by buyers and sellers and represents the buyers’ voice to sellers in defining terms for seller disclosure.

To learn more visit QAG

May 9, 2014

Who Are Last-Minute Mother’s Day Shoppers?

This weekend is Mother’s Day. If you’re like most of us, you’re probably still trying to find the right gift. And that’s precisely what Digilant set out to understand. What do last-minute Mother’s Day shoppers look like online?

Last-Minute Mother’s Day shoppers are 260% more likely than the average online shopper to reside in a property built within the past 12 months and 74% more likely to be interested in home improvement. They are 110% more likely to be interested in weightlifting equipment, 87% more likely to be in market for an espresso machine and 58% more likely to be interested in the NHL.

And if May rain has you down, have no fear because last-minute Mother’s Day shoppers are 106% more likely to be in market for a hotel in Tahoe Vista, California, or Top Sail Beach, North Carolina, and 97% more likely to be in market for a raincoat and 126% more likely to be in market for a suitcase.

So, what is all this telling us? That it’s time to stop watching hockey in favor of getting our mother’s a gift! Happy Mother’s Day everyone.

May 7, 2014

The Realities of Mobile Targeting in Real-Time Bidding

San Francisco living has taught me that every neighborhood (even every street) has a different temperature; it’s usually windy, and you should always carry a sweater.  Needless to say, I use my weather app very frequently and see a lot of ads as a result. What frustrates me are not the ads themselves, but their blatant lack of relevance and targeting. I have been bombarded with ads for men’s shaving products, pet accessories, and home improvement stores. Yup, that was a wasted, and probably costly, impression on a pet-less, woman who is not the least bit handy.

Since working in digital, and specifically since working for a real-time bidding platform, I’ve seen the  space  evolve to one where ads can in fact  be served to a relevant and targeted audience, however many companies are not taking advantage of the capabilities currently available.

According to Forbes, in 2014, mobile advertising is expected to see a $5 billion dollar increase in spend over last year, and of that, at least $1 billion is expected to come from RTB. Large publishers and technology companies within the RTB space have clearly recognized that mobile is the way of the future. Some have even acquired already established mobile companies, and made sizeable investments into cross-device targeting. These folks are finding new ways for advertisers to deliver targeted messages on mobile devices, and the situation is only going to be helped when companies like Apple provide limited access to user IDs. Mobile advertisers need to think smart when it comes to mobile and test frequently as new advances continue to perpetuate the space. With the release of Digilant’s new Mobile Algorithm, we are heading in the right direction of being able to accurately serve mobile ads to specific audiences, so the next time I open my weather app, I won’t be seeing any more dog collar ads.


April 2, 2014

It’s the Hap, Hap, Happiest Season of All…Baseball Season!

If you’re in and around Boston this time of year you can smell it; you can feel it; the feeling of baseball is back! Heck, if you’re in any city Baseball season is exciting. With most major league baseball teams kicking off their season’s sometime this week, Digilant was excited to learn how baseball fans differed from the general population.

We learned some interesting things…like did you know baseball fans are 595% more likely than the general population to be interested in Porsche brands, 421% more likely to be NASCAR fans, 389% more likely to be Patriotic Americans, 342% more likely to be interested in fiber cereal and 325% more likely to remodel their homes within the next two years?

I’m picking up on a few themes, aren’t you? Fast cars, flags, Wheaties and now I may understand why Lumber Liquidators adorns every ballpark from East to West.  Let’s play ball!


March 18, 2014

Taking a Trip for Spring Break? Turns Out Your Destination May Indicate Your Net Worth and Online Interests

With the long awaited break upon us, Digilant was curious to understand where the majority of vacationers were headed for Spring Break, 2014. Not to our surprise our analysis of online users uncovered two distinct audience segments: Affluent Families and College Students. According to the data these two groups not only demonstrate different online interests, but they are heading in different directions to enjoy some fun in the sun.

In terms of travel, affluent families are 18,745% more likely to travel to Honolulu, Hawaii and college students are 10,418% more likely to travel to Tampa, Florida. Other top travel destinations for affluent families include San Diego, Los Cabos, The Bahamas and Orlando. The top destinations for college students include Phoenix, Cancun, Las Vegas and Miami.

Affluent families are 752% more likely to have a net worth between $250-500k, while college students are 441% more likely to have a net worth less than $1. Affluent families are also more likely to be in market for luxury automobiles, interested in art and scuba diving while college students are more likely to buy frozen foods, rent an apartment or home and participate in online dating. Surprisingly both groups – students and affluent families – are interested in eating healthy.

February 20, 2014

Olympics Fans Are Concerned About the Environment, Extroverted and Interested in Healthy Living

With the games in Sochi coming to a close, numbers suggest that online viewership is at an all-time high. According to the Los Angeles Times, Olympics Fans are streaming 54% more digital content than they did during the Vancouver games just four years ago. With so many fans online, Digilant set out to understand what characteristics are indicative of the US Olympics audience. Here’s what we learned.

In general US Olympics Fans are 436% more likely to be interested in sports and they are 152% more likely to be interested in healthy living. They travel 127% more frequently than non-Olympics Fans and are 189% more likely than the average online user to be concerned about the environment. They watch other major sporting events such as the Super Bowl and March Madness and they have kids in their household. They are 73% more likely to be interested in music and the arts, 39% more likely to be business professionals and 47% more likely to be extraverts.

February 19, 2014

Adjusting Attribution: Moving Beyond Clicks

While at dinner with a friend who is a cosmetics brand manager, we started talking about some of the challenges in digital advertising. Mainly he was concerned with  the fact that the majority of attribution  models in digital media do not accurately measure the effectiveness of the advertising, and therefore it is challenging for him to justify allocating more money to digital.

Given that 85% of clicks for a typical brand campaign come from only 8% of online users, I agreed that we can no longer just look at clicks as a measurement of success in brand campaigns. Similarly for direct response campaigns, I pointed out that we can no longer focus only on the last click or last impression viewed. New attribution models need to be more akin to the current user’s online experience and behaviors.

Some companies are starting to take note, and as such, are shifting their focus to brand lift rather than last click or last impression viewed; however this is just the tip of the iceberg. In order to truly understand the impact of digital, we must look at the full user experience and the path to conversion. This means looking at all touch points, all devices and all influencers, and factoring in each interaction for both online and offline results. I know everyone in the digital space is working towards this goal, and I am confident that we will get to it someday soon. When we do, I believe that my friend will be singing a very different tune.

February 13, 2014

Who Are Valentine’s Day Online Shoppers? Digilant Breaks It Down Just In Time for the Holiday

It’s Valentine’s Day! With the candy-heart Holiday upon us Digilant conducted an analysis of Valentine’s Day shoppers to determine what characteristics make up their online behaviors. Here’s what we found.

Overall Valentine’s Day Shoppers are 1,072% more likely to be in a relationship and 463% more likely to be engaged. They are 375% more likely to know someone in the military and 200% more likely to have an advanced degree. They prefer Apple products, are interested in hiking and are more likely to watch romantic movies than the average online shopper. They are 117% more likely to travel for business and 100% more likely to be trendy homemakers. And when they turn to the radio for some romantic jams this weekend, they are 92% more likely to listen to rock music over other genres.

January 29, 2014

Comparison: Audience Characteristics of Football Fans Online

Leading up to the Super Bowl we thought it would be fun to take a look at the differences between Super Bowl and Fantasy Football Fans online. Here’s what we found.