25 February 2013 in ExchangeWire EMEA 2 Comments
Ezra Pierce is co-founder at PubSquared.
Advertising is about one thing: persuasion. You put an ad in front of a person, they see it, a desire is created and an action engendered. What’s odd is that this isn’t what our corner of the advertising industry is focused on these days. The industry is currently obsessed, not with great content and persuasive creatives, but instead with the latest and greatest software. That’s perfectly sensible, but I can’t see that lasting. Here’s the thesis: trading technology is having it a moment, but we’re going to reach a new equilibrium and top-notch tech will be table stakes, not something to brag about.
Advertising technology is at a rolling boil at the moment. Venture capital firms have shown a willingness to invest huge quantities of funding to anyone with half a bright idea and a marginal ability to execute. Simultaneously, the barriers to entry have been progressively lowered by the arrival of RTB ad serving, cloud computing and big data infrastructure as commodities. These factors have converged and accelerated the pace of progress in display advertising. The question is, does the innovation continue forever, or is there a natural end point to this progression?
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Global Desk Editor5 February 2013 in ExchangeWire EMEA 3 Comments
Paul Frampton is Managing Director at Havas Media
We are all well aware that the retargeting model is broken. Still, three years into an RTB world, advertisers are frequency spamming the same users over and over again.
Whilst there are some positive innovations in the prospecting space, the reality of first-party data integration is still nascent and will never scale to the same level as the US.
My view is that the next evolution required is a new model for prospecting consumers further up the funnel, namely whilst in the awareness and interest stage. This requires a different approach; an engaging and more contextually-relevant deployment than is present in today’s remnant exchanges.
Exchanges and DSPS’s have efficiently opened up access to both the big boys, but also the long tail, of inventory eyeballs. For me, that’s where the next play will be, but it will be a content play and not a performance one.
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Global Desk Editor23 August 2012 in ExchangeWire EMEA
The news industry is undergoing a transition. Print to Digital. And there are inevitably casualties along the way. Local news is no different. As recently as yesterday Johnston Press reported a 8.2% decline in revenue for H1 2012. But like most news outfits, digital display was up. Up over 40% in fact.
A lot of the digital focus from these local news groups is on nationals. While they serve the local advertising community, their eyes always seem fixated on the bigger prizes. This is not necessarily a bad thing. But surely there is still an opportunity to own the local SME market from a digital marketing standpoint. Is now the time to do the local SME roll up?
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ExchangeWire2 August 2012 in ExchangeWire EMEA
It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.
It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.
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ExchangeWire30 May 2012 in ExchangeWire EMEA
RTB and programmatic buying are quite nascent in the Nordics. At last week’s ATS Stockholm there was much discussion about where to begin and how to edge the region into the forefront of an already established global RTB environment.
INTRO: The day kicked off with an introduction by IAB Sweden (IAB Sverige) CEO, Charlotte Thür who gave us some interesting stats for the Nordics:
- IAB Sweden was founded in September 2008
- For mCommerce sales in select countries in Europe, according to eMarketer.com, Sweden has grown from 1.8% of online sales in 2010 to 7.8% of online sales in 2012
Current ad spend in Sweden is 2.2bn SEK (£19.6m), of which:
- 36% search
- 35% display
- 28% online catalog
- 1% email marketing
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Global Desk Editor24 May 2012 in ExchangeWire EMEA
StrikeAd and Celtra Join Forces to Offer RTB-integrated Rich Media Mobile Ads
StrikeAd, the London and New York-based mobile advertising specialist, this week announced they’re teaming up with Celtra, an industry leader for rich media advertising and analytics across mobile devices, to offer advertisers the ability to deliver rich media ads via RTB. The partnership will offer the opportunity to optimise ad campaigns based on which traffic responds well to each rich media ad.
StrikeAd’s DSP uses RTB to bid across multiple exchanges and, as a result, can see which traffic works best for the rich media execution. The DSP can then buy more of the traffic that works well for that individual ad. The partnership follows predictions by Google that rich media ads will dominate the mobile ad space by 2015, and an additional advantage for the DSP in driving this growth in rich media is that advertisers will have a better understanding of which audiences respond best to specific components within the ad – whether that’s video, social media sharing or games, etc.
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Global Desk Editor11 May 2012 in ExchangeWire EMEA 2 Comments
Carl Nelvig is the VP for R&D at Burt, a predictive analytics platform. In the first of two posts, Nelvig discusses the inherent problem in display advertising around the (in)compatibility of creativeness and media.
Differentiating between “Media Quality” and “Creative Efficiency” is key in order to evaluate brand building through online display advertising properly. In the first of these two posts we would like to give you a background to how we ended up where we are and introduce the metrics that are required going forwards.
The advertising industry often talks about ads in terms of a creative idea, an amazing design, or brilliant copy writing, but less often the media environment where the ads eventually end up. When it comes to traditional brand building media, such as TV, radio and print there is really not much to discuss, as their media environment is constant – 15s/30s TV spot, 60s radio spot, half/full page, etc.
Online display advertising is a whole different ballgame. Unless you consider ad visibility – an important component of media quality – before obsessing about click-through rates – a parameter of creative efficiency – you will reach the wrong conclusion, give credit to the wrong driver and probably not learn very much about successful brand building online.
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