Dell Founder Chats: Flite's Giles Goodwin on "Overcoming Ad-versity"

Dell Founder Chats: Flite's Giles Goodwin on "Overcoming Ad-versity"

Flite's co-founder and President of Product and Technology Giles Goodwin was honored to be interviewed here in Flite's San Francisco office a few weeks ago, as part of Dell's #Founders Chats series on CIO.com.

In a couple of minutes, and with a colorful backdrop of our busy office, Giles imparts wisdom gleaned from his experience as a successful startup founder in the digital ad space. Here are a few highlights from this #Founders chat.

The current state of digital advertising

Most of us don’t have a favorable view of ads online, and we think that can be changed. There’s all this great content, great sites, great apps - and we think with the right tools and the right platform that ads can be just as good.

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The Death Knell of Pen and Paper: Guest Post by DocuSign’s Matt Malden

The Death Knell of Pen and Paper: Guest Post by DocuSign’s Matt Malden

Want to be “that person" who starts the buzz conversation of the night? Ask this question and watch as anyone remotely involved with technology perks up: “With all the technology around us, why are we still using pens and paper, especially for the important stuff?”

Paper processes— think physically signing documents or sending contracts— are no longer realistic in today’s world of real-time and immediate results. People are performing business transactions all the time and live online, both inside and out of work. A staggering 500 million tweets and nearly 45 billion emails are sent daily. The digital revolution is infusing into every area of our lives and is only picking up speed.

Many have called 2013 the year of mobility and this momentum has only increased into 2014. While we might experience a temporary slowing of new device releases into the mobile market, applications and technology integrated into the mobile ecosystem are taking center stage and flourishing. Integration, in a multitude of facets, has produced huge success in some of the world’s most influential industries. 

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Brands to Win Big With Real-Time Marketing During the 2014 World Cup

Brands to Win Big With Real-Time Marketing During the 2014 World Cup

This year, brands will use real-time marketing to enhance the World Cup viewing experience. Instead of being drowned out by the massively-popular event, telling brand stories in real-time offers brands an opportunity to be part of the conversation.

Coke, for instance, has stated they're going full speed ahead with real-time marketing during the 2014 World Cup.

Paul Dwan, Head of Assets and Experiential at Coke explained the importance of real-time marketing during panel at Advertising Week Europe 2014...

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Getting that Native Ads Feel with Rich Media

Getting that Native Ads Feel with Rich Media

You could say that I like ads.

I know that to “like ads” sounds funny, but I’m in the business. Some people not in advertising don’t seem to be as keen about ads as I am. That's fair.

At best, I think most folks begrudgingly accept that ads are necessary to make other great things happen, like make apps or content free. Ads have the noble function of helping reward good companies with a source revenue. But if ads do have a bit of a PR problem with the public at large, it's because they don’t make the value they provide explicit enough.

Think about it.

Most display ads these days are functionally very similar to what they were 10 years ago. I find this odd, given how the rest of online marketing has marched forward to embrace new modes of interacting with potential customers. Are you advertising like it’s 1999? I hope not.

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What Native Programmatic Needs to Scale

What Native Programmatic Needs to Scale

Flite Co-Founder and President of Product and Technology Giles Goodwin authored a "Data-Driven Thinking" column for AdExchanger on the promise of native advertising, and how both media buyers and sellers will have to give up a bit more control in the process in order to achieve scale.

Native advertising has grown by leaps and bounds, but why hasn’t it knocked out the lowly banner? It has not reached scale, whereas banner advertising, whether direct or via RTB, enjoys almost limitless application and scope. Programmatic has only reduced friction and enhanced targeting. Native ads might be worth caring about, but the lack of scalability has rendered them a niche player.

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The Six Core Types of Native Ads

The Six Core Types of Native Ads

The IAB recently published a comprehensive report on native advertising, guiding the industry one step closer to an official definition.

To get everyone on the same page, for months they have been working with industry leaders to share knowledge and create a common language to talk about native. This culminated in the release the IAB Native Advertising Playbook, which is based on discussions from a task-force of companies in the ad space. The report looks at what types of native ads exist, and how what elements vary across each type of native ad.

There are two traits common to all native ads...

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Mobile Video Native Advertising: the Imminent Juggernaut

Mobile Video Native Advertising: the Imminent Juggernaut

Several parallel developments are underway that are setting the stage for mobile video native advertising to make an outsized impact on the digital ad space in the coming years.

  • Native advertising continues to grow. eMarketer is projecting $3.1 billion in spend this year, a 29% increase over 2013's $2.4 billion. The Wall Street Journal and mobile news app Circa are among the latest publishers announcing the move to native.
  • Consumers are increasingly watching video on mobile. Smartphones' larger, higher-res screens, coupled with better (read: 4G) mobile data bandwidth, have made video consumption on mobile more tenable. According to Business Insider, mobile's share of online video has jumped from 4% at the start of 2012 to over 14% at the close of 2013. Cisco claims that this amounted to 53% of total mobile data traffic.
  • There's greater appetite for longer-form video. As viewers are more apt to watch full episode- and movie-length video, their tolerance for 30- to 60-second video spots typical for television grows. As one such measure, ads for video content longer than 20 minutes grew 86% YOY, while the same for short- (less than 5 minutes) and medium-length clips (5-20 minutes) saw ad views grow by a more modest 22% and 13%, respectively (source: FreeWheel).
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Why We Built Campaign Studio

Why We Built Campaign Studio

Coming from an agency background, I've witnessed firsthand how difficult it can be to execute on a complex digital ad campaign.

A typical media plan might include over fifty ad placements, running on various properties, in different sizes, with multiple creatives. Trafficking was never a simple process, but as ad technologies have evolved, the workflow has become even messier. Juggling between a media plan, trafficking sheets, and other campaign information in your emails is frustrating and leaves plenty of room for human error.

That’s why I was thrilled last week to announce the general release of Campaign Studio. This is a tool for ad ops, analysts and media planners. It’s the product of a lot interviews and hard thinking to answer the question, “How can we make ad trafficking better?”

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