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What Do Advertisers Want… Really? Innovation and Accountability

November 4th, 2011

Min

What do advertisers want? We’ve been asking that question for the past six years at the annual min Day Digital Summit, and in recent years as part of our monthly Webinar series. The format has always been very simple and direct: have media buyers, brand marketers and agency executives speak candidly about what is and is not working about their relationships with major media brands online. We started posing this question in such stark terms oh so many years ago because many magazines faced a similar problem in selling their digital properties, scale and visibility in relation to some of the sexy Web startups that glommed both traffic and press.

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Media Buyers Predict Upswing In Online Video Ad Spend

May 3rd, 2011

Media Post, 5/3/11

The birth of mobile video inventory, increased adoption of industry standards and better targeting tools are all contributing to a healthy market for video advertising, according to a new report from BrightRoll.

According to the online video ad services provider, 28% of media buyers revealed that they expect to see the greatest increase in ad spending in the online video category for 2011, followed by mobile video (27%) and social media (25%).

What’s more, 86% of respondents said they are shifting at least part of their display dollars over to video, while 64% plan to shift TV dollars to video. Budgets are also migrating from search, social media and direct response, though in slightly more modest numbers at 28%, 27% and 26%, respectively.

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Resolving ad-count discrepancies: Slow progress toward a standard

April 15th, 2011

eMedia Vitals, 4/15/11

Two years after releasing functional requirements that define a standard method for resolving ad-count discrepancies between publishers and third-party ad servers, the Interactive Advertising Bureau has yet to finalize the standard – an indication, perhaps, of the intractable nature of the challenge.

The IAB’s Impression Exchange Standard was conceived as a way to improve the way buyers and sellers identify and resolve discrepancies in ad counts The discrepancies between publisher systems and third-party ad servers frequently lead to disputes over campaign pricing, and are so commonplace that publishers and media buyers often dedicate staff to reconciling billing differences.

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Report: Advertisers to Double Real-Time Bidding Spend in 2011

February 10th, 2011

ClickZ, 2/10/11

Advertisers spent over $350 million on real-time bidded inventory in the U.S. last year, but investment in the emerging practice will more than double in 2011 to reach $823 million, representing 8 percent of online display ad spend, according to Forrester research.

Commissioned by RTB platform provider Admeld, the market researcher issued a report today titled RTB Hits The Mainstream, which suggests 2011 will be a “banner year” for real time exchange-based buying following its “coming of age” in 2010.

The report predicts further growth in investment will be driven by increased participation from premium publishers, whose inventory is in increasing demand from media buyers. “Agencies and clients tell us that they’re looking to build bigger, deeper relationships with fewer partners,” it posits.

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Room for Growth in Market for Real-Time Bidding

January 19th, 2011

eMarketer, 1/7/11

Display ads make up bulk of available inventory

Real-time bidding is helping to propel the online ad market, as publishers and advertisers find more efficient ways to monetize inventory. But there may be a long way to go before media buyers and publishers are making the most of those efficiencies.

Less a third of US publishers (31%) offered media buyers the possibility of real-time bidding on their ad inventory in 2010, according to December research from real-time media management platform DataXu and DIGIDAY. That’s set to increase to 43.7% of publishers next year, but according to the report, they “still see it as a remnant resource.”

Publishers expect only 25.1% of all inventory to be available through real-time bidding this year. Display ads are most commonly put on the auction block, followed by rich media.

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Tech B2B Buyers: All-In For Digital, Rushing to Social and Mobile

December 20th, 2010

min, 12/20/10

During the digital era, the tech sector has always reconnoitered the forward lines of b2b publishing for other segments of the business publishing industry. With a highly wired reader base and equally tech-savvy ad clients, IT titles were among the first to adopt Web-first publishing strategies and embrace next-gen platforms for lead-generation and virtual events. And so, this segment is one to watch for signs of the next great wave of digital b2b activity. Not surprisingly, that wave will be social. According to a new survey of IT marketers by IDG Research, nine out of 10 are already engaged in some form of social media marketing effort, and they identified this sector as one where they will be increasing their spending in the next year. As well, a substantial majority of media buyers (60%) said they would be investing in mobile in the coming year.

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Categories: Advertising & Marketing Research, Digital Media Research, Social Media Research, Tech Business & Marketing Research | Tags: , , , , , , , , , , , , , , , , , , ,

Buyers are conflicted over the ad market

September 13th, 2010

Media Life, 9/13/10

Media folks seem increasingly worried about a dip

Media planners and buyers are closer to the media economy than anyone, often seeing trends well before the big-name talking heads of media. But that does not exempt them from being influenced by what’s in the headlines, and these days that’s mostly grim news about the economy.

The result is an increasing pessimism among media people about the recovery in ad spending, even while all the signs point to a recovery that remains pretty much on track.

That came out of a recent Media Life poll on the state of the ad economy.

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Consolidation Predicted for Ad Tech Sector in 2010

May 4th, 2010

5/4/10, ClickZ

Describing the online display ad technology marketplace as “overcrowded,” an investment banker said vendor consolidation is inevitable.

Terence Kawaja, managing director at GCA Savvian Advisors, identified 192 companies in 24 categories, such as agency media-buying platforms (Havas’ adnetik, Publicis’ Vivaki, Razorfish’s Atom Systems, WPP’s B3), data exchanges (BlueKai, eXelate); publisher yield optimization tools (fatTail, YieldEx, YieldBuild), media verification tools (DoubleVerify, Mpire), plus ad networks, exchanges, and data aggregators. These companies, he said, have obtained $2.5 billion in capital over the past four years. Yet, “this channel has a lousy $8 billion spend,” he said, contrasting the annual amount spent on online display advertising compared to the much larger amount spent on TV advertising.

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Data Costs Surpass Media Costs, Agencies Say

March 29th, 2010

3/29/10, ClickZ

Advertisers often pay more for data than they do for display inventory, according to some media buyers. The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.

Speaking with ClickZ recently, VivaKi’s SVP and director, Kurt Unkel, said there “are often instances” the Publicis-owned group pays more for profile data to help target users with relevant ads, than the actual media through which those messages are delivered. Specifically, Unkel cited verticals such as automotive, travel, and finance as areas that the agency sometimes finds more value in data than in inventory.

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