Mary Beth McCabe has decades of media experience. She has consulted with more than 3500 San Diego and National business owners on Hispanic Advertising and Media Buying, and worked as a sales executive at KUSI-TV, San Diego and WCIU-TV, Chicago. Dr. McCabe has taught Marketing and Advertising courses at four regional universities.
Mary Beth McCabe has decades of media experience. She has consulted with more than 3500 San Diego and National business owners on Hispanic Advertising and Media Buying, and worked as a sales executive at KUSI-TV, San Diego and WCIU-TV, Chicago. Dr. McCabe has taught Marketing and Advertising courses at four regional universities.
Mobile Marketing and Programmatic

Mobile Marketing and Programmatic

Authors Photo101

Richard Lowden from RTBIQ and I created this document to teach the MMA about Programmatic and help others understand. Here is our work, with photo from two MMA experts, Michael Becker and Paul Berney.
Programmatic 101

“One area nearly every marketer would seem to agree is a key area of focus going forward is programmatic advertising, i.e., the use of automated systems, software and data to buy advertising, digital and otherwise. Just look at eMarketer, which keeps raising its estimates for programmatic ad spending growth…The researcher’s latest study found that programmatic ads will jump 137.1% in 2014 (not a typo). That represents $10 billion in total spend, or 45%–nearly half–of the US digital display ad market. This is no fringe thing anymore: At least in digital media, the quants are taking over the way the business operates.”
Wall Street Journal, CMO Today 17 October 2014

We know that mobile delivers the audience at the right time at the right place and in the right context. How has the power of scale transformed the manner in which purchasing decisions are being made in today’s mobile marketplace and how you can become a participant in these automatic transactions?

How did we get here?

Let’s discuss the market changes. Instead of dealing with just a few vendors, today’s digital marketplace is full of thousands of sellers and it’s not possible to know each one of them. Digital ad networks make it easier for brands and all advertisers to buy and sell ads. Buyers are able to distribute marketing messages across many thousands of publishers with a handful of purchases and the networks were able to optimize to the individual campaign success metrics. The problems we found was there was no transparency of who the ad was actually reaching and how much was being paid for that ad.

Advertisers became increasingly agitated at the lack of transparency in placement, pricing and targeting. Ad Tech companies sought ways to alleviate advertisers’ concerns about transparency. Programmatic buying has helped mobile marketers buy the right audience in the right place at the right time.

Comparison to airline industry and stock market

Consider the airline industry and how you now book a trip. That same opportunity has been delivered to the mobile advertiser, where you can “Priceline” your ad dollars. You select the audience you want to reach and submit an electronic bid and wait for results.
Programmatic also resembles the stock market in that the exchanges are the places where the transactions occur. With those exchanges, there is more stability, transparency and oversight. Buyers and sellers get their transactions processed in a fraction of a second. Picture a human trader at the terminals of all the stock exchanges at one time, accessing NYSE, NASDAQ, and all stock exchanges. In the media business, the buyer has a chance to trade across multiple Demand Side Platforms (DSP’s), to access the whole market, buying audiences primed for purchase.

Understanding the process

For Real Time Bidding (RTB), the bid request gets presented by the publisher into an exchange, and specific information about that user is shared to help advertisers determine the value of that given impression. Information such as what site that person is on, what device they are using, where that person is located, etc. With pre-set values on different audience types having already been set by all participants in the auction, the buyer who ends up winning the bid can feel confident that they are paying the market rate and that they are getting what they actually paid for. An additional consideration of purchasing media this way is that advertisers can now buy audiences directly without having to use historical panel-based research (i.e., Marketing Research firms with secondary data) or to use site content as a method to determine the audience.

Here is an example, that describes how, by using RTB, you can better target your specific audience without waste. We know that females make up nearly half of the mobile video games viewing audience. If you wanted to target the male demographic and you purchased ads in mobile video games, you wasted half of your budget. With RTB, you can target just the males in a given content category, such as mobile video games.

Difference between Programmatic and RTB

“Programmatic simply means automated. A lot of people confuse it with buying ads through computer-run auctions — known as real-time bidding (RTB) — but that’s just one way to buy ads programmatically. At its core, programmatic buying is any ad buy that gets processed through machines.” (Ad Age, 2014) So, in essence, RTB is a subset of programmatic buying.

Real Time Bidding, a subset of Programmatic, has been created to help buyers target, place and price their ads better than before. We will describe all three kinds below. Here are ways you can buy programmatically today and benefits of each

RTB – scale, individual bid transparency, confidence in ad placement and pricing
Private exchange – confidence in ad placement
Programmatic guaranteed – confidence in ad placement and relative confidence in ad delivery

Before choosing a programmatic partner, you should consider some of the following questions:
What does transparency mean to you? Will we see bid level information? Targeting? Pricing? Actual CPM paid? Can we see this by exchange? What tools do you have to handle attribution? Fraud? Do you provide support for my buying team? If so, how much?

Addressing trust issues and fraud

What is occurring in programmatic is more transparent and traceable than ever before. And it is happening in a very rapid time frame. Trust within and among marketers and agencies is more available, and the tools to monitor that transaction are readily available from your vendor. If you feel that this is not accessible or transparent, consider asking for a testimonial from an independent source.

Best practices for marketers

1. Ask someone to explain their technology in a way that you will understand
2. Continuously hypothesize, test, correct, scale
3. Leverage your first party data

Programmatic buying is the way that mobile marketers are scaling their digital messaging. With more accuracy, transparency and speed, transactions can be processed more efficiently and with better attribution support than previously.

Objective Answers to the Basic Question Brand Marketers Should Have About Programmatic in Mobile Advertising
1. Why should a marketer even care about the advertising exchange marketplace?
Brands need every possible leverage to be successful in today’s complex world. They need to be looking forward at future business opportunities, not just seeing the history. Programmatic buying/selling is becoming a reality for most national and many smaller brands, and it started with self-serve platforms like Google AdWords.

2. What is it?
In 16 words, “It is automated advertising by leveraging computers and technology allowing brands to target effectively and efficiently.”

3. How does the exchange bidding process work?
Here is the very basic answer since this is the 101. The brand/agency makes the bid on a CPM, a middlemen process the orders, and the publisher delivers the audience. Next, middlemen inform brand/agency what resulted.

4. Who are the players in the marketplace?
This is not a simple answer, exactly, but we will simplify. The brand/agency spends the money. The automation is processed by companies who specialize in getting you the best results at the lowest cost and they have many names, including DSP’s and trading desks. At the end of the supply chain is the content provider or publisher, who has the audience brands/agencies want to reach.

5. What can be bid on?
An advertiser can bid on demographic variables in their consumer profile, and a lot of other factors. for example, you can bid on registered voters in a certain zip code based on their political affiliation, if it is what you need. This could help focus your ad budget. With every bid request, the goal is for accurate, reliable and consistent results and reporting.




Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
Are you Interactive enough?

Are you Interactive enough?




What are you learning at Interactive Day?

Who has mastered the art and science of Interactive? Are we sufficiently digital? Do our objectives match our performance when it comes to making the grade? There are many questions we can ask ourselves, and much learning we still need to achieve. For those one thousand who will attend Interactive Day today, here’s my advice, go and conquer the day. Get there as early as possible and invest in yourself. There’s always something that you can improve in your skills and in your understanding. These photos are some shots from 2014. I’ll be making more memories in 2015, and hope to learn more each and every day.

Posted by marybethmccabe in Blog, Hispanic Marketing, Marketing Tools, Mobile Marketing, Online Marketing
What is your attitude toward stress?

What is your attitude toward stress?

Here’s a short video on stress, distress and what you can expect based on your opinion of stress. Does stress cause death? Maybe it does, but maybe only people who think it’s bad will die earlier.
So if you change your mind about stress, your body can also change. Take the social stress test here.

Rethink stress

What does this mean to marketers? That may be another story, but I do recall that Marketing Professionals have a death rate similar to inner city bus drivers. Think about that. And maybe you can make a difference in your own health. How you think about stress matters.

Posted by marybethmccabe in Blog, Marketing Tools, News, Online Marketing
Michael Duffy Sea Lion story….the rest of the story

Michael Duffy Sea Lion story….the rest of the story

Here is the story about a Sea Lion who jumped on a boat and stayed a while at the San Diego Yacht Club, who has been named “Gilligan.”
My friend and colleague, Michael Duffy, created a short video that went viral, and has a story to tell about Social Media, and has an example to share about this sea lion he named Gilligan, who slept with him on his sailboat.

Michael Duffy also wrote Award Winning San Diego Humane Society television campaigns.
Did you see this video?

He can tell stories about animals.
He wants to create genuine stories that he cares about, that are interesting, and then connect to what he does for a living.

Michael Duffy

The social media virality of the video was strong. Since May 10, 2015, the video has received more than 200,000 YouTube hits. If you want to check, you can click here.

We don’t have complete control over our Social Media channels anymore, but we do have more control than before.

The following is the Rest of the Interview with Michael Duffy, as he writes on May 26, 2015.

Editor: Tell me in your own words about your experience with social media and why you want to learn more.

Michael: I love to discover stories and tell them, both personally and professionally. I was fortunate enough to film a video that went viral, and I would love to have leveraged it more to increase the number of views and my business exposure.

Editor: Describe what you did when you saw the sea lion in your sailboat at the Yacht Club.

Michael: My first “impression” of the sea lion was waking up at 2:30 in the morning and hearing snoring and sneezing. I didn’t see any thing (or body) so I went back to bed. I was re-awoken at 6 in the morning to the same sounds, and in the daylight, saw the baby sea lion curled up on one of the bunks in my 41-foot sailboat “Elixir.” He very much startled and surprised me, but I felt relieved to connect the sound of the early morning with something. Although he was quite small, I maintained my distance, because sea lions can be dangerous. I grabbed my phone camera and started filming, and by that point, he had jumped from the bunk to the deck and was just staring at me, as if he didn’t want to leave. I noticed that it had an orange tag, which I assumed came from SeaWorld, which might have explained that the little pup was quite comfortable around me – it had been handled before. I softly and quietly coaxed him out of my boat, stopping and encouraging him with my voice every time he would stop and look back at me.

Editor: What happened when you posted the video?

Michael: I actually sent the video to a friend of mine who works for the San Diego Union-Tribune, Roger Showley. He interviewed me over the phone, wrote a story and posted it on YouTube. Within hours, I received requests for interviews from every local San Diego TV Station. I gave interviews throughout the day (it was Mother’s Day) and until 11:30 that night. Over the next few days, I received requests from the national affiliates of the news stations for permission to run my video, and gave several more phone interviews. Within 3 days, there were 50K hits on YouTube. There are now 170K. I also received offers of representation from several companies offering to monetize the video. Since I didn’t know much about this, I didn’t respond to them.

Editor: Was it something you would do again and if so, how would you do it differently?

Michael: It was a lot of fun, primarily for the experience itself, to have that type of rare interaction, and for it to go well – neither I nor the Sea Lion got hurt. I would love to do something like this again, and have more control of the distribution and ownership of the content I created. I would have liked to post it to the various channels myself, although I’m sure my decision to feed it through a well followed news man with substantial press following probably garnered more views, attention and impression than if I had individually posted it through my networks. In the future, I’d like to prepare my social networks for “The Next Big Story” I come across, as well as self promotional and creative content.

Editor: What did you learn about social media that was unexpected?

Michael: That fun and cute sells/travels. That it works to use Influencers to get the best possibility of spreading the story.

Michael’s Quotes…

“I woke up to the sounds of snoring and sneezing on my boat. I looked around, thinking it was a friend, but didn’t see anyone, so went back to bed.”
“You gotta go, you gotta go, buddy.”
“It’s amazing how many people who have seen/heard the story.”

Editor: What metrics did you get?

170K hits on YouTube. I haven’t specifically researched any others.

Editor: What else did you learn?

That you need to have the networks in place at all time.

Comments that were especially interesting..

-Newscasters asked me if I was waiting for the sea lion to return.
-Being in a social situation and having people ask me if, since I’m a sailor, I had heard of the story. And then their reaction when I tell them it was me.
-The compliments of the calm and respectful way I handled the situation.

Want to reach out to Michael directly? Here’s how:
Michael Duffy Creative

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, News, Online Marketing
Baseball, Hispanic Marketing and Acculturation

Baseball, Hispanic Marketing and Acculturation

Are you attending any little league games this spring or summer? Is that part of your cultural experience or not? We can talk about culture, language, attitudes and behaviors for a few minutes here. Baseball, or Little League, as shown here, is a family experience and commonplace in many cultures.
baseball gameLatinos in the U.S. are one of the most rapidly expanding customer segments with more than a trillion dollars in purchasing power and growing almost ten times faster than the rest of the population (US Census 2010). Latinos are expected to become one third of the people living in the U.S. around mid-century, and about half of the California residents by that date (Berkowitz, Bao & Allaway, 2005). Acculturation is the process of embracing the culture of a host nation while keeping the culture and values of the country of origin, and it has many intricacies since it depends on the personal attitude of the individual, how long they have lived in the host country, as well as the level of interaction at work and within the local community. If companies want to effectively engage the Latino ethnic group and make them loyal customers, they have to understand the various levels of acculturation, and consider using the adequate message that respects their culture and country of origin, as well as the suitable language (Spanish or English or both) to reach their goal.

Acculturation is a process of embracing the host’s country culture, including language, attitudes and behaviors. (Kim, Laroche & Joy, 1990). In other words, it is the integration of the individual’s culture with the one of the host country. Latinos come from a wide variety of countries, predominantly Mexico, Cuba and Puerto Rico, hence they bring those cultural values and merge them with those of the host country. Acculturation is a very complex process that is difficult to understand, and even more important, to use it to create more effective marketing programs is a challenge. Acculturation is different for each person based on their attitudes to embrace the local culture, but at the same time keep their own. Other factors include the education level and the stage in the life cycle. Isabel Valdés (2000) affirms that the process of acculturation takes places at all levels of the social interaction and further highlights the importance of understanding its dynamics and the way these individuals interact, communicate and work, for companies to successfully reach this segment. It is essential for a successful marketing campaign to be in tune with their culture at all message levels: symbolic, explicit, visual and subliminal. For this reason, advertisers who want to reach Latinos should consider the complete range of acculturation, and its ever changing dynamics. Furthermore, globalization has driven this process further based on new telecommunications technologies, (i.e., the Internet, wireless communications, satellite TV, mobile devices such as iPhone® and Android® based platforms) which accelerates getting ideas and attitudes for the person living in the host nation. Some say that these same platforms such as Facebook and Twitter also help immigrants to stay in touch with their family and friends in their country of origin, sort of a “reverse acculturation” process. We can tackle that discussion at a later time.
For now, let’s just enjoy the freedom to “Play Ball”!

Dr. Ramon Corona and Dr. Mary Beth McCabe, 2015

Posted by marybethmccabe in Blog, Hispanic Marketing, Marketing Tools, Mobile Marketing, Online Marketing
Learn about Mobile Marketing here

Learn about Mobile Marketing here

Mobile Marketing interview with Michael Becker

So many people want to use the power of a mobile enabled device, but don’t know what to do. We want to share some ideas to get you thinking about strategy, and how you can best use Mobile Strategy for your business. Comments are open for this discussion below.

If you like that video, you may also want to watch the following short clip. It’s Jeremy. He is a student from National University talking about how Marketing as a field is so appealing, and referring to Mad Men in his studies.

Posted by marybethmccabe in Marketing Tools
Do you understand mobile marketing?

Do you understand mobile marketing?

Mobile MarketingOne click to buy

We are now in the “one click” to buy generation. It’s coming so fast that we are falling behind if we are not constantly anticipating change and adapting.
Business has changed so that the customer is in charge of the marketing messages which are seen now.
2/3 of current marketers do not have a solid comprehension of mobile marketing (July 2013 IBM study)
Business needs to understand their customer’s experience from an online perspective, with a focus on mobile marketing.
They all agreed that mobile/social technology is now critical to their business objectives.

We’ll be adding additional content about Mobile Marketing.

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, Online Marketing
What are some jobs in Mobile Marketing?

What are some jobs in Mobile Marketing?

There are 63,000 jobs on Linkedin that use the keyword “Mobile Marketing”. There are 345,000 jobs in “Marketing”.(May 19, 2015)
If you are looking to be competitive for your next position, consider the following job titles:

Mobile Marketing Automation
Account Executive
Mobile Marketing Manager
Digital Media Integration Producer
Social Media Marketing Manager
Community Manager
Social Media Consultant
Mobile Marketing Consultant
Customer Service
CRM Specialist
Content Writer/Producer

Are you in the field of Marketing now? If so, consider these roles for the future. Knowing about Mobile Marketing will help you rise in your firm, or even perhaps start your own business. We’re writing a new book on Mobile Marketing. Stay tuned for announcements on pre-orders, and how to get a free beta version. It has been student-tested and the four authors have combined decades of experience in the field of Mobile Marketing. We’ll be sharing that information here over the next few months.Roles in Mobile Marketing are growing

Posted by marybethmccabe in Mobile Marketing
What do your favorite apps tell advertisers about you?

What do your favorite apps tell advertisers about you?


safeway app


Analytics, especially big and little datasets can tell a lot about behaviors. Now, more than ever, advertisers are armed with ammunition to target the individual, not just the demographic. What do the apps here tell about the person. They are the exercise app, the shopping app and the gamer app. Clearly, we are not one dimensional people. Different apps for different times of the day/week/month are easily sorted by our provider, to gather aggregate data on our habits.

If we use apps that are in a second language, that tells the advertiser that there is an opportunity to reach out in that other language, such as Spanish, perhaps. If most of the apps are related to the arts or music, perhaps that individual is a performer, artist or patron of the fine arts. We can learn a lot by the apps and the amount of time spent with each one.
This is something to think about as mobile marketers. Yes, we are looking at location and purchasing patterns, trying to predict future behavior, but don’t forget about what apps a person uses often, because that will tell you a lot about them.

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, News, Online Marketing, Whitepaper
Crypto Currency and Bitcoin

Crypto Currency and Bitcoin

photo 2

photo 3

photo 4Cr

We enjoyed the discussion on what’s in your wallet. See Mike Van Loy, (pictured) and a team of happy hour folks at Mintz Levin recently in San Diego, including yours truly.

Do you trust the cash in your wallet? What makes that cash and not just paper is that we trust in it. Well, it wasn’t until the Civil War that the government started being in charge of your currency, and now there are alternative means of paying for products and services. We spoke about this last month at the MIT Enterprise Forum of San Diego. The topic on everyone’s mind was if bitcoin would make sense someday. Right now it’s selling at $233 a coin.
Other crypto currencies exist. Just ask, Nike, and Tide detergent, all using some form of other currency. And Starbucks has a lot of their customers who use “points” instead of money to buy products. This discussion is just getting started. Let us know your thoughts. Maybe bitcoin needs better marketing.

Here are my remarks from the event:

Tonight we will take a look at Crypto currencies like bit coin.
We will Learn a bit about how Bitcoin and crypto currencies work.

To introduce the first video, here are some thoughts…
The speaker is Paul Kemp Robertson, co founder of Contagious Communications, filmed in June 2013, less than two years ago. and the title is : bit coin. Sweat. Tide.
Meet the future of branded currency.
This has 900,000 views thus far on YouTube.
Edinborough Scotland is where this takes place.

What is currency?

Currency is the money in your wallet and your bank account. Trust has been built through marketing, which is my expertise.
This new currency is based on a brand, a private brand, not a bank. We will talk about bit coin, but there is more. We will also talk about other known brands, such as Nike, and their product called sweat bands, and also Tide, yes, the detergent. It’s the non-bank currency of tomorrow.

Bitcoin was founded in 2008 by Satoshi Nakamoto, who left the project in 2010.
It is extremely complicated, so if this is your first exposure, you may just want to get a basic understanding tonight and that’s just fine.
What is it? A decentralized peer to peer payment network without a central authority or middleman. For accounting purposes, it’s called a triple entry bookkeeping system.
Nobody owns the technology, like no one owns the internet or email.
Miners verify transactions using a Network of computers.
The person who solves it first is rewarded.
The market cap is over $4 billion and as of yesterday, the price for one coin was $223.(apr 28, 2015)

Completely decentralized, Managed by the network
Private anonymous cheap, Gaining ground and respectability, according to the speaker.
Because we are Trusting technology more

How we think about money is changing.
In banks we don’t trust anymore.
PR firm Edelman survey of a global audience shows we trust each other, businesses, then leaders of government.
Today in Digital age we can Quantify value easier.
Expressions of value are changing.
What defines money?
Here is the big question:….
“Does the government need to be in charge of currency?”

The speaker, Robertson, lives in Britain, with a career in publishing and former creative director at Leo Burnett, Chicago. He talks about global brands.

He talks about Starbucks and their own currency is coming through their own ecosystem.
Other examples include Amazon books and goods, predicted here as a brand to go head to head with govt someday.

Tide in New York magazine, $20 tide equals bag of weed.
Cocktail of chemicals, supported by advertising. Quality. Loyal crime wave. Liquid gold.

Bid your sweat. Nike. Well being partner and service provider. The more you run the more points you get. Purely for the users of the product in Mexico.
In Africa, mobile vodaphone solves a currency problem. Loose change is a problem. You get a piece of gum. Faca is currency that goes to credits on their mobile phone.

This will change how you think about what is in your wallet.
How many Bitcoin wallets are out there? 8.4 million and growing at 14% per quarter. That’s under expectations from a year ago.

Posted by marybethmccabe in Marketing Tools, News, Online Marketing