Why do European agencies and advertisers need hyper-local datasets to successfully target audiences, and can concerns around online privacy hinder the use of this data? Frank Bobo, Vice President of Digital Element, spoke to Exchangewire this week about how the company’s targeting technology, NetAcuity, is helping marketers to engage the right audiences at the hyper-local level, and why user privacy is at the core of its offering.
Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]
Specific Media is arguably one of the strongest DR ad networks in the European market, appearing on most of the big agency media plans. How do they do it? Good optimisation? Good technology? Good ad ops? Good sales? You could say it’s a bit of all of the above.. Ian Dowds, VP UK, Specific Media, took time this week to speak to ExchangeWire about Specific Media’s premier status in the DR space, the possibility of consolidation in the ad network market, and the continued evolution of online display.
The Dutch and German exchange marketplaces are starting to see signs of serious growth. With new exchanges and platforms springing up all the time, 2010 looks likely to be the break-out year for automated trading platforms. One of the leading companies in both markets is Amsterdam-based ClickDistrict. Marco Kloots, ClickDistrict CEO, spoke to ExchangeWire recently and discussed the company’s business model, the opportunites in both the Dutch and German markets, and ClickDistrict’s plans for the year ahead.
Adify is a vertical ad network platform that helps publishers build out their own network, augment their reach, and connects brands to highly targeted audiences. Nick Reid, Senior Director of Platform Development UK at Adify, took time to speak to ExchangeWire this week about the state of the UK ad network market, what ad nets will need to do to survive, and the potential disrupting effect of DSPs.
» MediaMath rolled a new tool on its TerminalOne platform this week, which aims to give agencies and advertisers deeper insights into audience-specific performance. MediaClarity is an analytics and data visualization solution, and is integrated into the existing TerminalOne dashboard. MediaMath claim that this insight can be made actionable by linking it to actual media data, and can help users identify potential upside and improve campaign performance. (MediaMath)
Alenty is a Paris-based ad visibility specialist, offering advertisers and agencies the tools to monitor the visibility time of their display campaigns. Laurent Nicolas, Alenty Founder and CEO, took time to speak with ExchangeWire this week about the company’s ad visibility offering, how it is helping European agencies and advertisers gain more transparency into their display advertising buys and why Alenty can improve CPM rates for publishers.
TruConnect is a first-party ad server which enables advertisers to build one-to-one relationships with their desired audiences and customers web wide. James Sandoval, Founder and Managing Director of Invizua, spoke to ExchangeWire this week about how first-party ad serving can significantly improve campaign performance, why online display is not serving advertisers well, and what can be done to address some of the key problems in the display model.
Netezza (NYSE: NZ) is the global leader in data warehouse and analytic appliances, and helps simplify high-performance analytics for some of the biggest media buying agencies in the world. Brad Terrell (@bradterrell), vice president and general manager of Digital Media at Netezza (@netezza), spoke to ExchangeWire this week about the state of the display market and the challenges European agencies face in adopting data-driven strategies to best compete.
» We’ve had yet more European M&A agency action this week. It was announced yesterday that LBI and Bigmouthmedia are to merge to form Europe’s largest digital marketing agency. The new company is expected to list on the NYSE Euronext Amsterdam in July. This consolidation within the market comes hot-on-the-heels of LBI’s takeover of Danish digital agency, Triple Copenhagen. The new agency will have around 1,800 staff, and offices in 15 countries – and has plans to expand its operation beyond its European footprint. (WSJ)
Why do European agencies and advertisers need hyper-local datasets to successfully target audiences, and can concerns around online privacy hinder the use of this data? Frank Bobo, Vice President of Digital Element, spoke to Exchangewire this week about how the company’s targeting technology, NetAcuity, is helping marketers to engage the right audiences at the hyper-local level, and why user privacy is at the core of its offering.
Leading UK video ad network, 
The Dutch and German exchange marketplaces are starting to see signs of serious growth. With new exchanges and platforms springing up all the time, 2010 looks likely to be the break-out year for automated trading platforms. One of the leading companies in both markets is Amsterdam-based 
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» We’ve had yet more European M&A agency action this week. It was announced yesterday that LBI and Bigmouthmedia are to merge to form Europe’s largest digital marketing agency. The new company is expected to list on the NYSE Euronext Amsterdam in July. This consolidation within the market comes hot-on-the-heels of 
