Joel Ownby

A rare find of usefulness – Top 50 Fonts of 2016 https://t.co/z9yLHn3Uop

Millennials’ Second-Best Secret Is Out — Their Love Affair With Email Marketing Just Got Deeper https://t.co/v0qXRl9MDv

Report: Branded Content Leads to 59% Better Recall Than Other Digital Ads

https://t.co/epUsqcaaPZ

RT @Adweek: Twitter releases “conversational ads” to help users talk about brands: https://t.co/2c1k5rPg37

RT @Adweek: This McDonald’s billboard near Whistler gives snow reports via espresso drink toppings. https://t.co/axW3FUevof

  If people talking about how amazing social is as a media distribution and buying platform spontaneously big banged a universe of effective buying platforms and software then we would all be good to go. Unfortunately, as usual, the hype isn’t reality. Facebook has become the staple in paid social and everyone else is trying to be relevant. Twitter audience insights is a good start but that’s about all it is. Twitter could learn a few things from Facebook and if they do (and I assume it’s in the pipeline) that plummeted Twitter stock is probably a good buy.

No tailored audience data. You have to execute campaigns against a tailored audience before you can even see the data. As planners and buyers we need to be able to see the data for best customer segments and execute against that data. Facebook insights is now a staple in the media planning process due largely to this capability. They have the data, they can match it to the uploaded assets, what’s the problem? I’m going with a Pretty Woman quote on this one, “Huge mistake, huge.”

Where is the influencer data? Facebook has pages to be liked and specific interests that people manually select, they show us these very insightful pieces of information and allow us to drill into them to locate really unique adjacent audiences and targets. Twitter has access to what these people Tweet about and who they follow through a wide host of means. This data is literally the most powerful targeting criteria on the platform and it is completely MIA. Imagine a world where we could see and target on lists of interest/behavioral based influencer and topic data.

MIA lookalike or similar audience tools. Facebook insights allows us to upload best customer segments and build lookalike audiences (or similar audiences) against them with the ability to choose how “tight” we want that match to be. As our customer segments become more diverse we can fine tune our lookalikes. The same process works for our pixel based audiences as well regarding app downloaders or site visitors. This is an over simplification of the process but it works for demonstrative purposes. Twitter completely missed this boat and I doubt anything more was required outside of the good sense to include it and the logical code. Again, they have the data…. what were you thinking?

RT @Adweek: Tired of friends and family telling you their ad ideas? This campaign’s for you. http://t.co/ZYiMDkZu1O http://t.co/3D08HP6grh

RT @TheDrum: Facebook has changed its mind on a ‘dislike’ button to test emoji-like reactions instead http://t.co/enzPi8RSvG

RT @Adweek: IBM Studio’s modular office helps design teams focus on innovation: http://t.co/ZJHpV3nx4o http://t.co/k0B49STO3O

RT @brainpicker: Big Magic – @GilbertLiz on creative courage and how to live in a state of uninterrupted marvel http://t.co/WGKBSMn0tj http…

RT @CreativeBloq: 21 ways to unlock your creative genius: http://t.co/IvvegBr96Q #infographic http://t.co/6oJ6knrNZc

RT @TEDTalks: This is where your elusive creative genius is hiding: http://t.co/htgKXlyNsj

RT @J_Earll: In advertising class I learned that having a truck makes a guy 85% more attractive. I need a truck approximately…. yesterday.

RT @sugarscape: The #PotterItForward trend of leaving secret notes for future readers is cute af http://t.co/D5wFpB1Doe

RT @IBM: Inside IBM Watson’s HQ in New York’s Astor Place http://t.co/E4m0c07PRG http://t.co/z3g8tvl7L5

RT @RiotJatt: A worrying trend indeed. http://t.co/l4revQS6tr

RT @SmallMarketi: RT http://t.co/L7h6EWXj3d #SEO : The Top 20 Most Expensive Keywords in Google #AdWords Advertising! http://t.co/83qFw0kX7P