According to an AdEx Benchmark 2012 study, published by IAB Europe, Russia ranks fourth in Europe in terms of its online advertising market (€1.6 billion in 2012). The Russian market has grown at an impressive annual rate of 34%. The development of programmatic buying has been a significant driver of this growth. Last year, the main players in the RTB market were identified, which included almost all of the major internet companies. European and American companies are now looking at the Russian market with great interest, and this promises to be an important impetus for further development. While the major RTB markets are already fully mature, the Russian market is now on the threshold of it.Global Desk Editor
EMEA > Agency
23 October 2013 in ExchangeWire EMEA
The Programmatic Economy: Publisher & Agency Views & Attitudes Towards Programmatic Advertising in the UK
The digital advertising market is rapidly becoming more automated, more data-driven and interconnected — but what are publishers and agencies doing with this today? Are they adapting, and if so, how? What are their attitudes towards this opportunity and what are the barriers to doing things differently?
Improve Digital asked FaR Partners to conduct a qualitative-based research study in the UK to provide a market wide view of Programmatic Buying and Real-Time Advertising trading from a publisher and agency point of view. FaR Partners conducted the qualitative research through their agency and publisher panels. Market benchmarks and insights are aggregated, evaluated and summarised in this report.Global Desk Editor
14 October 2013 in ExchangeWire EMEA
Mendel Senf, CEO of YD, Discusses Recent Fund Raise, Building Proprietary Tech & Positioning to Client Direct
There is a lot of heated debate around the clash between ad tech vendors and agencies — and the battle for client direct business. However, in the last four years a new clutch of businesses have developed because of the shift to tech and data in the space. These new entities look more like consultancies than traditional agencies or VC-backed ad tech companies (mostly ad networks). In Europe, YD have been building this type of business for a number of years — and now are looking to scale with the recent round of funding. Here, Mendel Senf, CEO of YD, discusses the recent raise, building proprietary tech and positioning to client direct.Global Desk Editor
With all the Wall Street fantasy IPOs happening at the minute, it’s often easy to forget the fundamentals of our business. Display budget is very much controlled by the agencies — even more so in Europe and the APAC region. There is a small percentage of ‘hands-on’ marketers managing their own display budgets, but with the rise of centralised trading desks we are seeing a lot more marketers becoming increasingly vocal about transparency around data and margin.
We have had three-to-four years of the agency trading desk model. It’s been reasonably successful, eating up traditional ad network spend and becoming a permanent fixture on the media plan — but the model is about to pivot once again. Having been mostly marginalised from the execution of data-driven campaigns, big agencies (and creative agencies) within holding groups are trying to join planning and execution back together around programmatic.ExchangeWire
‘Making the Math Work: Calculating the ROI of Attribution Solutions’, by Adit Abhyankar, Executive Director, Visual IQ
There is much to consider when planning to invest brand or agency dollars in a marketing attribution solution, not least the potential returns that can be expected. It is critical that marketers can demonstrate to decision-makers how the solution will work to cover the initial outlay, as well as how it will continue to serve the business through effective, ongoing optimisation that generates meaningful media efficiencies.
Beyond the financial gains, however, there are numerous supplementary gains to the implementation of attribution that are difficult to attach a price tag to, such as the permanent introduction of a fully data-driven marketing practice built on the foundation of attribution, or a galvanised belief in the overall accuracy of existing measurement methodologies; and let’s not underestimate the value of a neutral tier of accountability, from which a business can evaluate all active media partners.Global Desk Editor
15 August 2013 in ExchangeWire EMEA
'The Media Plan: Heading for extinction or just evolving?', by Robert Webster, Chief Product Officer, Crimtan
At the end of July, ExchangeWire posted an article on the Vendor/Agency relationship. Having just crossed the Agency/Vendor divide (MediaCom to Crimtan), the article raised a number of concepts that I found of great interest. It is certainly true that the nature of the relationships, and indeed the planning process, are changing fast; what follows are my comments on this changing dynamic.
So, what does the future of the media plan look like from my vantage point?
Traditional-style media plans will still exist for tactical campaigns around given events and particularly in brand. However, for advertisers with large Direct Response (DR) budgets, programmatic display is becoming increasingly like search – with an always-on approach. This fundamentally changes the nature of a plan, as optimisation and planning is more intertwined than ever before, and the “plan” evolves constantly, rather than in traditional monthly or other cycles. The nature of planning in a programmatic world is becoming less about different vendors and more about planning different programmatic tactics such as retargeting, search retargeting, look-alike modelling, geo-targeting, behavioural targeting, contextual targeting and more. The fundamental concept of planning and buying in a DR world is evaluating different media and making buying and optimisation decisions. These concepts remain the same in this case, though rather than only planning against media providers it is also about planning against the tactics employed.Global Desk Editor
8 August 2013 in ExchangeWire EMEA
As Budget Continues to Shift to Mobile, Adbrain CEO & Co-Founder Gareth Davies Outlines Their New Pure Play Tech Solution For Buyers
Mobile continues to be a strong growth area for independent tech and trading companies – all of which will be discussed at this year’s ATS event. Problems remain, however, around lack of transparency. With this in mind, Adbrain (staffed with a raft of veterans from the industry) unveiled this week its new buying solution for mobile. Here, Adbrain CEO & Co-Founder, Gareth Davies discusses the new solution, the managed service versus tech option and the idea of multi-screen targeting.
Can you give some insight on the new mobile solution you are currently rolling out?
Adbrain is the industry’s first transparent, real-time, multi-screen ad platform. Our mission is to tear away the veil separating advertiser and audience, allowing agencies and brands to create, manage and optimise campaigns in real time from a single, elegant, easy-to-use control panel, delivering only the most meaningful, intelligent and contextually relevant ads to their multi-screen consumers; no matter the device they’re on.Global Desk Editor
6 August 2013 in ExchangeWire EMEA
‘Nevermind the B*ll*cks, Here’s the Next Wave of RTB Innovation’, by Tal Keinan, CoFounder & CEO, AdExtent
There’s been lots of doom and gloom about how something like 7/8ths of us aren’t going to live to see our next birthday. Heck, maybe Terry’s right, and maybe that’s a good thing.
So who’s gonna make it? Probably not yet another buying platform or ad tech infrastructure company. On that much we can likely agree. This isn’t to discredit the work the ad tech infrastructure giants have done. Quite the opposite — the companies that have a chance at leading the ‘next wave’ of innovation are the ones that have had the good fortune of being able to build upon the pioneers of the first wave of RTB innovation, and build solutions for specific needs that simply aren’t being addressed.Global Desk Editor
ExchangeWire hosted a panel at ATS London 2011 discussing the death of the media plan. While it was hubris to suggest that its death was imminent, there was a lot of debate around the consequences of it departing from the landscape.
How would you work with agencies? How would you get spend? The realisation of what could happen, coupled with hyper growth in programmatic buying, prompted a lot of vendors to rethink strategy around their positioning.ExchangeWire
30 July 2013 in ExchangeWire EMEA
‘TV vs Video No Longer: Taking the Whole View as Videology Launches Descartes’, by Anne de Kerckhove, MD EMEA
It’s a transformation driven by consumer behaviour. People are now watching video, not just via the TV but on their tablets, smartphones as well as their computers, when they want, where they want.
We’ve moved beyond TV versus digital (and the argument of who is getting the most ad spend) into an era when TV and digital must work together to deliver a better impact for brands. The future of the digital advertising marketplace depends on this collaboration. In order to work, an effort must be made to seamlessly bring these two worlds together.Global Desk Editor