Advertising

Programmatic buying is the not-so-new, technology-based form of ad buying that’s changing the game for online advertising. Advertisers have adopted programmatic buying in droves (in the form of RTB or otherwise), because it’s faster, easier, and more efficient. Publishers, however, have largely been hesitant to get on board with programmatic buying — some for better reasons than others. Here’s a look at how programmatic is changing the landscape, and why advertisers and publishers aren’t always aligned when it comes to programmatic: Why Programmatic Is Changing Everything Seventy percent of advertisers are currently using programmatic buying as part of their media-buying plan, and three-quarters of those currently using it plan to increase the percentage of their spend dedicated to programmatic over the next year. This shift is happening for a reason: programmatic buying makes media planning easier and more efficient. As the programmatic ecosystem expands and matures, the benefits for advertisers continue to expand. Programmatic advertising has removed the lengthy, cumbersome process that’s required to complete a direct ad sale online. Not only is programmatic efficient, it’s opened the doors for robust audience-targeting data that can allow advertisers to truly hone in on the precise audience that’s most valuable to them. Each impression can be layered with valuable data that lets the advertiser make the most of every impression. Through both efficiency gains and the layering of valuable audience data, programmatic lets advertisers get more from less. The Publisher’s Dilemma The benefit to advertisers are obvious, but what about publishers? For some publishers, real-time bidding is a great way to monetize a chunk of their inventory, or in some cases, all of their inventory. (To be clear, real-time bidding or RTB is a form of programmatic buying, but not all programmatic buying is RTB). RTB lets publishers automatically sell inventory without sales resources, RFPS, or IOs. Everything is automatic, so the overhead for the publisher is minimal. For some publishers, this is the most efficient way to monetize all their inventory. For many large publishers with expansive inventory, this is the best way to monetize a subset of inventory that isn’t sold directly. Inventory that may previously have gone unsold can be added to networks or exchanges and can earn incremental revenue for the publisher where previously they may not have earned anything. On the other hand, RTB can have a downside for the supply side. RTB impressions tend to be relatively low priced, so even without the overhead the publisher can sometimes end up earning less money from RTB than from direct sales. Because RTB is often associated with remnant inventory, publishers with strong name recognition who rely on direct sales are sometimes hesitant to use RTB to sell any of their inventory for fear that it could harm their brand value. In some cases, there is a fundamental misalignment between what advertisers want and what publishers need to sustain their business. Programmatic buying has changed media-buying forever, and there’s certainly no turning back now. The increased efficiency brought to the ecosystem can benefit publishers as well as advertisers, as long as the needs of both groups are met. Related articles: Xaxis Introduces Xaxis Premium Programmatic Buying Solution to Canadian Market Product Provides Advertisers with Unparalleled Access to Premium, Brand-Safe Inventory... Triton Digital Introduces a2x, the First Audience-Based Programmatic Buying Solution for Online Audio Ad Exchange Delivers Real-Time Bidding Capabilities for Online and Mobile... OpenX & Digiday Research Finds Programmatic Trading of Premium Inventory Accelerating Swiftly, Set to Fuel Further Rapid Transformation of Digital Advertising Sector Programmatic + Premium white paper reveals significant enthusias

Amazon has moved its global media account into Interpublic Group agency Initiative, after a final pitch against incumbent Mindshare and its sister Group M agency, MediaCom.

Advertising Agency: Wunderman, New York, USA ACD Copywriter: Carrie Ingoglia Senior Art Director: Saunak Shahm John McGill Production Company: Trunk Animation Directors: Alasdair Brotherston and Jock Mooney DOP: Matt Day

MailOnline Survey Finds About 70% Plan to Spend More on It in the Next Year New York - MailOnline, the world’s largest global newspaper website, today reported that a new survey of over 600 online advertising and marketing execs reveals that about two thirds of brands (66%) and agencies (65%) say that branded content marketing has become very important or most important to their marketing mix. When asked “Have you employed branded content marketing for advertising purposes in the last year?”, an overwhelming percentage of both brands (70%) and agencies (77%) replied “yes” clearly indicating that this tactic is enjoying great popularity. “There are many ‘flavors’ of branded content marketing from native advertising to content hubs, from advertorials to branded entertainment and even custom video, but given the on-set of social media, there has been an evolution of this marketing approach and a new emphasis placed on it by both clients and their agencies,” says Sean O’Neal, Global Chief Marketing Officer for MailOnline. “It is now a top tactic for driving brand lift and sales lift online”. Asked “What is your preferred method of measuring the effectiveness of your content marketing programs?”  the top response for agencies (30%) was “Brand Lift”, and the top response for brands (32%) was “Sales Lift.”  When asked “Rate the following tactics for their ability to achieve your branding objectives”, brands cited branded content as amongst the most effective, virtually tied with video as a leading tactic.   The survey was in-field for three weeks in April and combined both qualitative and quantitative research. Of the 610 respondents, the majority were media buyers – 17% on the brand side and 47% on the agency side – and the remaining 36% were publishers. “Content marketing is intended to take advantage of the one key difference between marketing and content which is that consumers are more guarded against marketing messages,” adds Mr. O’Neal. “For this reason, many brands are becoming adept ‘publishers’ of information and content, and tapping into the more trusted nature of valuable content vs. advertising.” Asked “Where do you acquire your branded content?”, 71% of agencies said they partner with the publishers that they are buying the media from.  This tactic leads all others. When we asked brands about their content marketing activities, 83% have used it for their website or email – but more interestingly is over two-thirds have partnered with content providers to create and distribute branded content beyond their own websites. The MailOnline survey also reveals that brands are increasing their investments in content marketing with 72% saying their spending on branded content increased in the past year and 69% predicting a budget increase ON TOP of that in the COMING year. Data from agencies validates how the brands responded with 71% of agencies saying their clients spent more in the last 12 months on branded content marketing and 73% say their clients’ spending on branded content marketing will increase over the coming 12 months. Of the buyers who haven’t yet tested branded content marketing, 57% of those brands said they plan to test in the next year and 84% of those agencies said they plan to test in the next year. Finally, when asked “What prevents you or your clients from investing more in branded content marketing?” a whopping 24% of brands and 17% of agencies replied, “Nothing, we are fully committed!” Full details of the study will be presented during a free live webinar Wednesday May 22, 2013 at 2:00 EST which can be registered for at https://www4.gotomeeting.com/register/358476087 MailOnline (http://www.dailymail.co.uk/ushome/index.html) is a division of UK-based DMGT, an international portfolio of digital, information, media and events businesses, which employs over 12,000 people and is listed on the London Stock Exchange (LSE

Housing and homeless charity Shelter has appointed Chameleon to work across its online giving platforms.

TalkTalk, the telecoms and TV company, has extended its sponsorship of ITV's 'The X Factor' for a fifth year.

The campaign plays on Sheffield's past and present, including the respective red-and-white and blue-and-white colours of local football teams Sheffield United and Sheffield Wednesday.

Peugeot, Stella, Ford and Samsung are some of the advertisers motorists will see on a new LED digital screen sheet, equivalent to a 500-inch TV screen on the Aston Expressway near Birmingham.

Barclaycard has launched a live digital campaign with Dare, featuring internet stars including Brett Domino Trio creating personalised songs for tweeters, such as Derren Brown, to promote its Bespoke Offers.

“The leading cause of death among people under 35 is not a disease. Drive Safely.” Advertising Agency: JWT, Buenos Aires, Argentina Executive Creative Directors: Anita Ríos, Sebatián Castañeda Art Director: Fernando Zagales Copywriter: Juan Mesz Illustrator: Flamboyant Paradise Producer: Cosme Argerich