Author Archives: Jenna Watson

How to Respect Data Privacy in the Digital Age

In today’s fully digital world, new laws such as GDPR in the EU and the California Consumer Privacy Act of 2018 (which goes into effect in 2020) aim to allow consumers to not only opt out of data capture but also have more control over their data and how it’s used. In theory, this type […]

What the Changes to Facebook’s Newsfeed Mean for Marketers

Over the next few weeks, Facebook will be making the most significant shift to the News Feed that they have in years. The updated algorithm will prioritize what users’ friends and family share, while de-emphasizing content shared by publishers and brands. The rationale for this, per Facebook, is that it will enrich users’ feeds with […]

3 Tech Phenomena that will Revolutionise the Media Industry

Display media has always been an exciting, dynamic marketing channel. With the ability to place media in front of almost any target audience, a multitude of different creative options available and nearly limitless data sets to buy and optimize against, display remains a critical (and ever-changing) part of the marketer’s toolkit. In 2017, we heard […]

Digital Media Strategies for Improving Customer Mix

As a long-time digital marketer, I’ve seen many trends in the ways brands buy digital media. Early on, brands leveraged digital as an extension of their offline buys, aiming to increase reach and frequency, with audience inputs limited to generalities like age, gender and household income. With the rise of programmatic, many brands used technology […]

Minimise Customer Churn with Aligned Digital Strategy

In part one of this three-part series on using aligned digital media strategies to boost business objectives, I reviewed considerations for new customer acquisition via digital channels and tactics. While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they’re acquired. Customers dictate their relationships with brands […]

How to Maximise Ad Viewability

“Viewability” is a metric designed to track the number of ad impressions that can actually be seen by users, not simply the number of ad impressions served. This has been a significant topic in the digital advertising marketplace over the last two years or so, as programmatic inventory has increased and, with it, the number […]

Understanding Digital Ad Fraud and Bot Traffic

Much has been made of the rise of fraudulent digital ad traffic over the last couple years, with headlines such as “Russian Ring of Digital Ad Crooks is Reportedly Making Over $3 Million a Day” and “Hackers Make $5M a Day by Faking 300M Video Views” making a splash in the press. Hackers! Russian rings! […]

Truth in Advertising: 4 strategies to protect brands from poor content alignment

Fake news. X-Rated content. Brietbart. Clickbait. If you’re a digital marketer, these terms are part of your everyday lingo by now. Content alignment – working to ensure brand advertising is adjacent to “good” content – has always been a part of the digital media conversation, but the 2016 United States election really brought it to […]

Boost Business Objectives with Aligned Digital Media Strategies: Part 1

The great thing about digital media is that it can be leveraged to produce almost any measurable business result. The horrible thing about digital media… is that it can be leveraged to produce almost any measurable business result. As a long-time digital agency employee, I have had years of experience working with clients with varied […]