What to expect when buying media on retail websites
With the advent of shopping related media in the ad market today, it’s no
surprise that many people have a hard time defining the right
expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be purchasing digital media on a retailer’s website. However, with the amount of cross-channel shopping that consumers are doing, and with the amount of influence that websites have on in-store purchases, it’s no longer something brand advertisers can ignore.
Nielsen flub highlights the perils of panels
When media buyers purchase inventory from television networks, they typically rely heavily on Gross Rating Point (GRP) metrics which are designed to reflect reach.
And for good reason: if you're buying media to get in front of consumers, you need to know how many consumers you can reach through various media channels and properties.
One company, Nielsen, dominates the television market, and its GRPs heavily influence how billions upon billions of dollars are spent each year.
Needless to say, the stakes are high and any mistakes could have a notable impact.
Three reasons why the digital display ecosystem will fail
Here are the three reasons most of the companies within Terence Kawaja's display advertising landscape map will fail, and the three types of companies that will win big.
The death of the digital media agency?
Three fundamental changes to the media business are threatening the current business model for digital media agencies.
These are: the ubiquity of platform technology, the shift back to premium placements as brand budgets return, and the coming threat from social media.
Why Real Time Bidding is more important than you think
Getting RTB (real time bidding) right is the key to success for many of the companies in the digital media ecosystem.
This post explores the trends in real time bidding to look for over the next 18 months as systems provide more premium inventory; enable private exchange buying; move beyond display into other digital media types; and provide immediate buying opportunities.
The IAB's guiding principles of digital measurement
As wonderful as the internet is for marketers, the digital media landscape is still very challenging.
From a lack of standards to metrics that don't really seem to provide much in the way of insight, marketers often have to balance the power of the internet with the flaws present in marketing.
But the IAB doesn't think it has to be that way. It recently collaborated with Bain & Company and MediaLink LLC to develop Making Measurement Make Sense, "an ecosystem-wide initiative" that seeks to improve digital media measurement.
Demographics aren't dead
Are demographics dead? Will marketers eventually buy most if not all media inventory, including television inventory, on performance-based models instead?
Executives from agency Initiative think so.
Oh no! Is social the next display?
When you think of social media marketing, the words and phrases 'personalized', 'one-to-one', 'integrated' and 'user-generated' probably come to mind. But will it still be that way in a few years' time?
Not if a startup called Adaptly has its way.
Omnicom cozies up to Google in a big way
Media buyers are increasingly moving more and more dollars to digital, but as far as percentages go, digital advertising still has a lot of upside potential. The companies that stand to realize that potential, of course, are advertising powerhouses like Google.
Google isn't idly standing by waiting for media buyers to shift budgets. Yesterday, the Wall Street Journal wrote that Google has struck a deal with giant agency holding company Omnicom that will see Omnicom spend hundreds of millions of dollars on display ads through Google's ad exchange over the next two years.
Gawker the latest victim of malicious ad buyers
Old media and new media may do battle in the quest for consumer eyeballs but they increasingly have a common foe: malicious ad buyers.
Last month, the New York Times fell victim to a sophisticated scam in which a scammer was able to buy ad inventory directly from the news giant posing as a past buyer of ads on behalf of VoIP company Vonage. The Times had to scramble to locate the malicious ad when legitimate-looking ads were swapped for malware-serving ads.
