12 December 2011 in ExchangeWire EMEA
Will Margiloff is CEO and Founder of IgnitionOne. Here he discusses the current fragmentation in the online advertising landscape, why consolidation is inevitable, and the how a “complete stack” approach will help marketers better manage media spend and drive performance across all digital marketing channels.
The fragmentation of online advertising is stifling innovation. This is a problem for everyone in the online advertising ecosystem.
Because we’re all feeding the industry increasingly indulgent treats (the infamous landscape slides say it all), marketers are navigating the technology landscape instead of focusing on strategic initiatives and leveraging data insights more effectively.
The result is an overly complex system that prevents marketers from realizing the full potential of digital advertising, and arguably prevents online advertising budgets from growing as quickly as our industry would like. It’s high time we tackled the issues impeding progress and tamed the ad tech beast.
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7 December 2011 in ExchangeWire EMEA
Laurent Nicolas is Founder and CEO at Alenty, a measurement vendor specialising in ad visibility for both DR and Brand digital buyers. Here Nicolas discusses the Alenty proposition, how it is addressing ad visibility and ad recall, why it is helping brand advertisers move into display, and he even gives us a case study with a real life example.
What does Alenty do? Give us an overview of the Alenty proposition in Europe?
Alenty is the European leader in Brand Advertising Efficiency measurement. We measure whether online ads are efficient for brand advertising.
To achieve this goal, we have built strong technology that measures if ads are seen (visible on the screen while someone is watching) and for how long. Our unique positioning is our ability to mix this technology with partnerships with Market Research companies (TNS in UK, France, Germany and Spain – and Nielsen worldwide). This is why we have been able to prove the link between ad visibility and message recall. So, our clients can use our census ad visibility measurement to optimize their brand advertising campaigns.
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