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Ad Industry Makes Real-Time Bid For Automation

July 26th, 2012

MediaPost

Programmatic buying accounts for 17.5% of digital ad display market today, rising to 43% in 2017, according to Magna Global. Brian Monahan, managing partner for the Magna Global intelligence practice, told attendees at the OMMA RTB in Los Angeles that overall U.S. marketers will spend 4.6% more on advertising this year.

Companies will spend 11.5% more on digital advertising. Search will account for 16% growth; digital video, 28%; and programmatic buying 39.5%. Magna estimates the programmatic market that will automate buys will grow from $2.4 billion in 2012 to $7.5 billion in 2017, Monahan said. But what will it take for RTB and programmatic buying to become the norm?

Monahan believes major issues still exist: the number of media connected devices doubled from two to four in the past few years, and consumers are exposed to 2.3 ads per waking minute daily. Conversely, Magna estimates the time consumers spend with media at around 74 hours per week, compared with 60 hours sleeping.

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Categories: Advertising & Marketing News, Advertising & Marketing Research, Digital Media News, Digital Media Research | Tags: , , , , , , , , , , , , , , , , , , , , ,

Third-Party Cos. Can Sell Google Cloud Services

July 25th, 2012

MediaPost.com

The ability for consumers to traverse from one device to another and for brands to target ads cross-platform will require cloud services to store data and content. Google has announced a partnership program that allows third-party companies to use and sell its cloud services. The move identifies a need for a closer working relationship between marketing, advertising and IT to support data and Web services.

The company divided the partner program into two categories: Technology Partners provide tools that integrate with its platform. Service Partners provide advice and implementation options to use cloud services, aimed at supporting business, mobile and social apps, so companies can dig deeper into business intelligence. At the MediaPost OMMA Data & Targeting conference in Los Angeles on Wednesday, Christopher Snyder — president at Juhll, a marketing agency — said all his company’s offerings rely on cloud services. “We’re a 10-person shop, so I feel we don’t have a choice,” he said. “If the office burned down tomorrow at least all of our work would be saved. We’d only lose furniture.”

Snyder said it doesn’t make sense to store content on a server anymore. Similarly, IDG Tech Network Director of Marketing Danielle Krieger grabs and shares content with internal clients on a cloud service.

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Categories: Tech Business & Marketing News | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , ,

Can Display Get Emotional?

July 18th, 2012

MediaPost

Four of the best brains in display advertising say it’s a format that has plenty of heart — and that it will continually improve its ability to resonate with customers, creating a bond as well as a click. OMMA’S Carrie Cummings gets Neal Mohan, vice president, display advertising, Google; Dean Harris, managing partner, Silvermine Marketing; Corey Gottlieb, managing parter, Targeted Social; and Ekapat Chareonlarp, vice president, IDG TechNetwork talking about display’s soft spot.

Will display ever evoke emotion in users? When? How?

EC: Yes. For a long time, display has become more like a guy handing out flyers on the street than a storyteller as it was meant to be. As part of the industry, we have put metrics to measure how many flyers we get out on the street rather than metrics around user experience and how the story connects with users. I see this changing as rich media becomes a standard for the display business. More beautiful content, more relevant and more pleasant experiences are being introduced via display in unique ways. iab’s Rising Star units marks the era where display gets smarter and more beautiful and begins taking advantage of more human senses rather than just visual (sound, interaction, etc). With digital video replacing tv (Netflix, ted, Hulu), I would say in about five years, we will see more display/video ads become more effective in connecting brand emotions with users and having standardized ways to measure it.

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Categories: Digital Media Blog, Digital Media News | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , ,