Posts in Media planning & buying

chinese flags in US shopping baskets

China is a "massively untapped market" for US media sellers

Western companies looking to expand their brands into China often face significant challenges in doing so successfully.

Many companies have struggled to compete with favored local competitors, and some have even been forbidden from entering the Chinese market in the first place. 

0 comments
success

What brand marketers and agencies need from each other

Long before WPP's current woes, it has felt like the relationship between brands and agencies is in a state of terminal decline.

Brands have been complaining that agencies are not delivering on their promises and agencies are always saying that brands lack the strategic thinking to provide useful direction.

6 comments

Google's response to header bidding is now available to all DFP publishers

Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers. 

Exchange Bidding is Google's response to header bidding, which some have suggested poses one of the greatest threats to the world's most powerful digital advertising business.

1 comment
unilever logo

Unilever fires a shot across the bow of Google and Facebook, but is it all bark and no bite?

Recent history hasn't been so nice to Google and Facebook.

In the wake of a growing number of scandals involving fake news and high-profile content creators that publish through their platforms, the two digital behemoths have found themselves facing scrutiny and scorn from the public, politicians and advertisers at a level they haven't experienced previously.

1 comment

How sports advertisers should react to changing media consumption

On Sunday, advertising's biggest annual event in the U.S., The Super Bowl, took place. 

With 30-second ad spots selling for a cool $5m, the stakes are high for brands that opt to participate. Creating an ad that isn't well-received, or worse, is forgotten, by the more than 100m people who tune in to the Big Game, is a big fear.

0 comments
ppc

If PPC is a line item on your media plan, you're not very good at it

Biddable media is not the same as traditional media. You do not do deals, buy it upfront and report on the results later.

In AdWords, for example, you bid on trillions of different data points in a live auction.

So why do I keep seeing PPC as a line on the media plan? It’s a nonsense that weeds out the amateurs.

7 comments

Digital publishers fall back to earth

The digital publishing industry was hit with a surprise late last week as reports broke indicating that digital media darling Mashable was sold to Ziff Davis for just $50m.

That's a small fraction of the $250m investors had valued the company at in its most recent funding round last year.

0 comments
hannity

After Keurig faces social media backlash, brands need to get smart about advertising and politics

Advertising and politics don't mix and the despite the ample evidence to this effect, brands continue to demonstrate an inability to keep themselves out of trouble.

The latest example of this: Keurig, the manufacturer of a home brewing system.

1 comment

More brands want to bring programmatic in-house, but can they?

For years, brands have grappled with questions about which agency model is the best fit for their business

When it comes to programmatic, however, a new survey recently released by Advertiser Perceptions indicates that a growing number of brands are hoping to bring their efforts in-house.

0 comments
handshake

Direct ad buys are back in fashion as programmatic declines

Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?

According to data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July.

0 comments

A day in the life of... a trading director at a DSP

Ever wondered what it might be like to work for an adtech platform such as a DSP?

Carl Millikin, trading director for the UK and France at The Trade Desk, is here to give us some insight. Let's try his shoes on for size.

0 comments

Why digital out-of-home advertising is not really digital (yet)

Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.

0 comments