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Advertising is the distribution of a message across a given communication technology or network, for the purpose of alerting a given number of people (for example, 1000 survey responders, all $100k+ income earners, all females aged 20-25, or, as many people as possible) to a specific company or individual's brand, product, service, idea, or other specific message (promotional or otherwise).

Awareness Trial Repeat

Awareness-Trial-Repeat (also commonly referred to as Awareness Engagement Action) is the product and service lifecycle. In order for a consumer to purchase or consume a good/service, they must first be aware that it exists. Next, they must desire to try, utilize or consume it. Lastly, they should enjoy the experience or become dependent on it enough to make a repeat purchase, fueling a consumption cycle. When the product or service reaches maturity stage and/or has a large number of similar competitors, some variations in form, features or price should be introduced to entice the consumer to stay in the consumption cycle.



Movements towards "single identifiers"


One of the leading consumer advocacy groups in the space of data personalization, digital marketing & programmatic advertising the Brand Safety Institute (BSI) has proposed three related standards:

  1. Trustworthy Accountability Group IDentifier (TAG-ID) - proposed to be used in uniquely identifying Businesses
  2. ADvertisement IDentifier (AD-ID) - proposed to be used in uniquely identifying Consumers
  3. Entertainment IDentifier Registry (EIDR) - proposed to be used in uniquely identifying Content



Programmatic ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically, on a certain predictable/configurable schedule and within an allotted budget.


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External Links


  1. Key web standards group (W3C) will help decide what comes after the third-party cookie:
  2. Brand Safety Institute (BSI) Pushes 'Standardized' Consumer Identifiers:
  3. Here's Exactly How Facebook's New TV-Inspired, Surprisingly Old-School Ad Buying Works Network wants to move past seeming arrogant and automated:
  4. TubeMogul acquired by Adobe:
  5. Will Programmatic Advertising Take Over TV? Point, counter-point by Adweek experts:
  6. ABC Dips a Toe Into the Programmatic Pool: (partnership with FreeWheel furthers the cause of automated buying)
  7. Programmatic TV to Account for $10 billion of TV Budgets by 2019:
  8. WTF is programmatic TV advertising?:
  9. Yahoo! Advertising info page:
  10. Google Makes Its Big Video Push With AdWords For Video:

See Also

Advertisement | Ad models | Business Model | Marketing | Online Video | TV | OTT | KPI