Why Different Video Ad Channels Require Different Success Metrics

Why Different Video Ad Channels Require Different Success Metrics

Completion rate is often considered the reigning king of success metrics for video content, but it’s not always the only—or best—way to measure campaign effectiveness. Tom Alexander, founder and CEO of video advertising platform PK4 Media, spoke with eMarketer’s Sean Creamer about why the best metric for measuring success depends on the channel.

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PK4 Media: Omnichannel Platform Digitally Tracks Consumers at Home & at the Mall

PK4 Media: Omnichannel Platform Digitally Tracks Consumers at Home & at the Mall

Digital marketing has been a game-changer with marketing attribution and judging success rates. Now PK4 Media is working to bridge that digital verification with tangible results from marketing in the physical world.

PK4’s founder and CEO, Tom Alexander, discussed the company’s progress, process, and prospects with Open Mobile Media’s Robert Gray.

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Automatic Ads: An Invitation For Fraud?

Automatic Ads: An Invitation For Fraud?

Advertisers are spending billions of dollars on ad campaigns that human eyes never see, and understandably, they’re not too happy about it. Google is issuing platform fee refunds after discovering that the advertising tool DoubleClick Bid Manager had placed campaigns by hundreds of its marketers and ad agency partners on websites with fake traffic.

It’s called ad fraud, and according to PK4 Media CEO and Co-Founder Tom Alexander, it’s a way bigger problem than people realize. PK4 Media is an omni-channel private marketplace (PMP) company serving ads across desktop, mobile, in-mall, in-theater, and VOD channels, among others.

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Bots Don’t Buy: 5 Tips to Avoid Advertising Fraud

Bots Don’t Buy: 5 Tips to Avoid Advertising Fraud

President Ronald Reagan once famously said about the Soviet Union, “Trust but verify.” While digital advertising is not as much of an existential threat as the Cold War was, the principle of verification very much applies.

Since bots don’t buy products or services, brands looking to increase revenue through digital advertising campaigns must demand transparency and understand how campaigns are measured.

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PK4 Media Launches First Omni-Channel Weather Targeting Solution

For the first-time, brands can target consumers locally with digital advertising campaigns based on 12 weather conditions in real-time, it was announced today by 15-time award-winning PK4 Media. 
This marks the first-ever omni-channel weather targeting solution and it adds to PK4 Media’s robust ability to serve display and video ads across eight channels: Desktop, Mobile, Tablet, CTV, VOD, In-Mall, In-Theater and Digital-Out-Of-Home.

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4 Reasons Business Leaders Should Support the Paris Climate Accord

4 Reasons Business Leaders Should Support the Paris Climate Accord

Whether you live an environmentally-conscious green lifestyle or just like green in your pocket, there are myriad of reasons why business leaders must act swiftly in support of the Paris Climate Accord.

Recently, the U.S. Conference of Mayors became the latest political group to pledge support for the Accord independent of the federal government. American big businesses have also come out in full force. Apple, Google, HP, JP Morgan and many other large companies took out full page ads in the New York times and Wall Street Journal urging the president to reconsider withdrawal from the Accord for business reasons that included strengthening competitiveness, creating job growth and reducing risks that come with an unstable and erratic climate.

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4 Reasons Self-Funding Can Make You Jordan and not LeBron

4 Reasons Self-Funding Can Make You Jordan and not LeBron

Fresh off his fifth NBA Finals loss, LeBron James is still by far the best player in the NBA today, but Michael Jordan is widely considered the best player of all-time. This distinction is not only because Jordan has more titles, it is the way in which he won them and it correlates to an entrepreneur’s decision on whether to self-fund or seek outside investment.   

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5 Times I Said, ‘Thank God I Self-Funded Yesterday’

5 Times I Said, ‘Thank God I Self-Funded Yesterday’

It has become a bit cliché, but back when The Social Network came out in 2010, Justin Timberlake delivered my favorite movie line of all-time, “A million dollars isn’t coolyou know what’s cool…A billion dollars.”

That line hit home because one year earlier, in 2009, I quit my job and launched a start-up called PK4 Media. I saw flaws in the digital advertising industry and saw a big opportunity.

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A True Omnichannel Experience Reaps the Biggest Rewards

A True Omnichannel Experience Reaps the Biggest Rewards

Having founded advertising’s first omnichannel media company, I’ve seen how the industry has changed — and influenced change. Long gone are the days when marketing meant purchasing a few television spots and magazine ads. As new forms of media emerged over the years, brands created departments around them: print, radio, TV, social media, and so on. But these media silos are now woefully out of date.

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Omnichannel & Multichannel Retailing – The Ultimate Guide

Omnichannel & Multichannel Retailing – The Ultimate Guide

“Interactive video ads capture the viewer’s attention, are more memorable, and allow real-time targeting of marketing efforts toward the devices and media that drive maximum engagement. The interactive and instantly adjustable nature of engagement-based advertising has proven to increase purchase intent by more than 450%”

— Tom Alexander, Founder, PK4 Media

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Digital Marketing: 5 Ways to Build Stronger Relationships with Publishers

Digital Marketing: 5 Ways to Build Stronger Relationships with Publishers

The digital marketing world is all about trends — what next big tech milestone or social change will influence the way digital advertisers reach their audiences.

But there’s one trend we’re glossing over. To be fair, it’s not really a trend at all. It’s more of a mainstay, and it’s one of the most important elements to digital marketing success: the marketer-publisher relationship.

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This LA Startup Changes How Customers View Your Brand

This LA Startup Changes How Customers View Your Brand

While there are a lot of companies that claim they can connect you with your target audience, there is one company that has the numbers to back up this claim. With a 93% client retention rate, .36% average click-through rate which is four-times the industry average, 150% higher brand lift compared to our competitors measured by Nielsen, PK4 Media means business. With big name partners such as Lexus, 20th Century Fox and NYU, PK4 Media is living up to the myriad of awards they have received as one of the fastest growing companies in the LA Startup ecosystem.

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Think You Know the Meaning of 'FOMO'? For Some Companies, It's 'Fear of Millennials in the Office.'

Think You Know the Meaning of 'FOMO'? For Some Companies, It's 'Fear of Millennials in the Office.'

Tom Alexander, CEO of PK4 Media– listed as one of America’s fastest-growing companies -- recently said, “During an interview, we asked this question and one millennial candidate explained how for weeks, she was unable to get time with her boss to pitch a ground-breaking idea. She overheard that the boss was coming into the office on Saturday, so she showed up bright and early. The boss was so impressed that she ended up using the idea; it boosted profits; and their working relationship improved ten-fold from that point forward.”

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4 Ways to Enhance Video Advertising

4 Ways to Enhance Video Advertising

Video is one of the fastest-growing ad formats, as it encourages users to engage with a brand and helps them to understand its value proposition. According to a 2016 eMarketer survey, digital video ad spend is expected to tripled from $9.9 billion today to $28 billion by 2020. 

Video is a highly successful medium for reaching consumers; however, the 20% boost in overall Internet-based ad revenue between 2014 and 2015 saw a corresponding increase of only 5% increase in desktop display ads. Most of that growth can be attributed to mobile ads, per Adweek.

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Start Using the Tool You’ve Ignored: Brand Lift

Start Using the Tool You’ve Ignored: Brand Lift

The biggest brands in the world represent more than just companies. Brands like Coca-Cola, Ford, and Apple have earned their reputations by embodying a lifestyle, transcending the logo on their products to become part of consumers’ identities.

Of course, it takes more than one successful commercial campaign to achieve that kind of loyalty, especially in an era when consumers are constantly receiving content from a variety of sources. That’s why brands are tapping into omnichannel marketing — it’s an approach as multifaceted as their environment.

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Removing Rivalries: How to Work With Traditional Advertisers

Removing Rivalries: How to Work With Traditional Advertisers

The alleged animosity between traditional advertisers and digital marketers has become almost legendary. We hear blow-by-blow reports of what appears to be intense opposition, each side fiercely clinging to their fundamental elements in death grips. It’s wonderfully heady stuff, but the ongoing nature of this battle may be more fiction than fact. As marketing becomes more integrated, the challenges that once separated these would-be rivals are bringing them closer together.

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