14 February 2012 in ExchangeWire EMEA 3 Comments
Edgar Baudin is Co-Founder & Managing Director at Gamned. Here he discusses the Gamned offering, the state of the French exchange marketplace, the generalist versus specialist argument and the effect of Sapin legislation on real-time media buying in France.
Is much of the data-driven ad spend in the French market still coming from DR budgets and are brands still avoiding automated channels?
Most of the spending in France is still related to DR campaigns, i.e. acquisition and retargeting. The first group to adopt this technology was composed of merchants who focused on ROI, and that explains why they drive the biggest parts of the investments.
Now that brands have access to transparency and ad verification, they’ve started to switch part of their budget over to RTB campaigns. There’s still a lot of work to be done, informing and educating marketers, for them to increase their budgets and go from the test campaign phase to long-term RTB integration in their media plans. Branding campaigns will need a strong increase in data offering which is a must-have for audience and targeting setups.
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9 February 2012 in ExchangeWire EMEA
Le Trading Media
In an epic twenty-seven pages on the potential of RTB in the French market, IAB France has outlined an impressive overview of the entire market. The report goes into great detail on the emerging data-driven advertising market in France, with explainations of key constituents in the exchange eco-system. It even includes some Q&As with leading ad execs in France, including recent ATS Paris speaker, Arthur Millet, Directeur Commercial at Amaury Medias Digital. Further insight on the growth of automated buying and RTB is provided by industry heavyweights like Sébastien Robin, Directeur Des OpérationS, at AFFIPERF. You can download the IAB report on the growth of RTB in France here.
mediascale Reports Strong 2011 Growth
mediascale, one of Germany’s leading independent digital agencies, reported a gross income of €5.6m last year – an increase of 17 per cent compared to 2010. The billings for the same period rose 22 per cent from €59m to €72m.
mediascale uses its own cross-platform targeting tool NE.R.O, together with Plan.Net, to develop solutions for clients and agency partners. Julian Simon, managing director of mediascale, is bullish on future growth for mediascale:
Right now we are running about 35 per cent of all campaigns on NE.R.O. By the end of 2012, we want to increase that by 40 per cent or more. This targeting will aid not only in direct sales support but also image and brand communications. It’s more about planning for consumer-relevant criteria such as purchase decision stages, interests and attitudes of the user. There is great potential in targeting, especially for content and creative solutions. The system combines information from the user profile with the matching design, text, product or price for the dynamic creation of promotional materials. Thus, advertising effectiveness and efficiency of the campaigns increase significantly.
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27 January 2012 in ExchangeWire EMEA
CES 2012 exploded this year. It’s always been big, but this year it got REALLY big.
Once we look beyond the latest gadgetry hype, however, there are a number consistent themes for the online ad industry…
Greater Accessibility
Consumers are going to have a lot more affordable ways of accessing the internet via multi devices in 2012. It will not necessarily be the products on show at CES but this latest innovation cycle will speed up the diffusion of innovation. Consumers will genuinely have greater access to multi platform connectivity which opens up some interesting opportunities for those on the buy and sell side and everything in between.
Measurement Systems
Greater consumer adoption of connected devices really starts to create the pressure on the main measurement behemoths to come up with new ways to measure across screen. Google could start owning this for themselves and the Google-Kantar tie up is surely a sign of things to come. If we as an industry want advertisers to invest in the new opportunities that
multi devices create, then we better be prepped with the ability to help them measure it all.
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27 January 2012 in ExchangeWire EMEA
After last year’s blockbuster Ad Trader Conference in Hamburg, we are going big this year with some of the most influential ad execs in the industry already confirmed to speak. This year’s theme of the conference will focus on building sustainable relationships between the demand side and supply side in the evovling German data-driven ad marketplace. Germany remains the biggest display market in Europe, but it will not move in the same way as the UK and France in terms of how real-time media buying is adapted.
The sales houses are very strong in the German market, and most remain unconvinced of automated buying. However they realise change is on the horizon, and it is with this in mind that we are looking to bring together some of the biggest sales house players in the market – as well as senior figures from the demand side and the ad tech space – to discuss and analyse the potential of data-driven online advertising in Germany.
2011 was dominated by lots of industry chatter around the potential of automated buying and real-time trading. 2012 is about application and making this new eco-system work.
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26 January 2012 in ExchangeWire EMEA 3 Comments
The PostView is a new coulmn written by senior execs working in the European online advertising industry.
Facebook and Amazon could soon bring massive disruption to the multi-billion dollar/euro traditional display marketplace – with display solutions that could even emerge as a serious threat to current kingpin, Google.
We Need Some Context
The two major themes of audience-led buying presently centre around both intent and social. They are so in vogue right now with the entire industry. We see BlueKai selling shopping intent, and the likes of RadiumOne serving up social targeting. Facebook and Amazon could easily become a major competitor to everyone working in these emerging areas of display.
The truth is, buying third-party data is hard to efficiently scale. It’s why these data companies are trying to create relationships with hundreds of publishers. They need consistent volumes of data with as many touch points as possible to build robust, rounded profiles. Facebook and Amazon are the biggest publishers and owners of data in their respective spaces – and sit on the largest, most diverse sets of user data. Up until now it has not been accessible to marketers and advertisers, but that could soon change.
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18 January 2012 in ExchangeWire EMEA
PLYmedia is offering adk2, a “free” ad server for long-tail publishers. Here Avishay Raviv, COO and President at PLYmedia, gives an overview of the product and how the company intends to take on established players, DoubleClick and OpenX, in the long tail publisher market.
Can you give some overview on the PLYmedia offering?
To address the needs of millions of publishers in the $9 billion long tail global publisher ad market, PLYmedia developed adk2 – a free ad serving solution.
This ad server enables international traffic monetization and revenue optimization regardless of the country from where the traffic originates. The adk2 publisher ad server facilitates video ad serving since video ads provide, in general, higher eCPMs and therefore generate greater revenue. Every publisher can be up and running with adk2 in less than 15 minutes. It’s easy and intuitive. adk2 offers comprehensive yield optimization across data sources, ad units and traffic sources.
But more than everything else, adk2 allows publishers to maintain complete control of all their activities. Our solution includes an actionable analytics dashboard where publishers can easily find comprehensive decision making tools.
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8 January 2012 in ExchangeWire EMEA 1 Comment
ExchangeWire is partnering with Ratecard.fr to bring readers some high-level overview on the French market in 2012. The first of these specialist pieces is a general overview of the evolving French display marketplace. Below is a detailed eco-system map on the companies active in France – with some French commentary from Ratecard.fr.
Souvenez-vous, il y a 10 ans… Pour acheter des espaces publicitaires sur Internet, il fallait passer 125 appels pour savoir qui était en régie chez qui, faire 30 déjeuners avant de se mettre d’accord sur un CPM net net, et passer 380 heures en réunion pour comprendre la logique des grilles tarifaires. Et Ratecard fut. Non que cette base de donnée ait agi sur la variable déjeuner / réunion, mais elle a réglé le problème du « qui est où sur quelle thématique » de façon simple et claire, avouons-le. Vous remarquerez qu’à l’époque, on rêvait déjà de gagner du temps. Avec, en question de fond: comment automatiser tous ces processus d’achats et de ventes, tout en touchant l’internaute susceptible d’être réceptif au message diffusé?
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3 January 2012 in ExchangeWire EMEA 3 Comments
It’s probably the last thing you want to be seeing on your first week back: namely, another prediction list for 2012. But given that 99.5% of these lists have been overwhelmingly US-centric, it’s useful to have some European perspective. ExchangeWire will not be held to account for any of these predictions except if all of the following are realised through the course of 2012. Do include some of your own soothsaying in the comments area.
1. Publishers Banding Together To Pool Data & Inventory
Watch out for a sizeable announcement in the first half of the year from a group of large European publishers looking to build their own publisher exchange. This will be the first of many. I expect a similar initiative in Germany, as the powerful sales houses look to close ranks. It won’t be pan-Euro – but instead start out country specific. There have been numerous debates on ExchangeWire in 2011 as to why publishers should/shouldn’t do it. But ultimately it comes down to control. Control over inventory, data and pricing. Publishers are within their right to trade on their own terms. I think a centralised exchange would allow publishers to put in place the right resource to get the best price for their (data-enriched) impressions. Managing premium supply when the marketplace is saturated with brand unsafe inventory could turn out to be a stroke for struggling pubs. European publishers would be wise to steal a move on the market now and partner with a tech provider to build their own exchange. If you think I’ve lost it, how do you explain the MicroYahooAol “partnership”?
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21 December 2011 in ExchangeWire EMEA
Season’s greetings, listeners. Today TraderTalk looks at the 2011 year in full – with some perspective on possible trends in 2012. This edition covers everything from the rise of the trading desk in Europe to ad tech’s growing obsession with acquiring/building the end-of-end stack. ExchangeWire Editor, Ciaran O’Kane, is ably assisted in the end-of-year review by the Guardian’s Tim Gentry, Martin Kelly, Managing Partner at Infectious Media, ValueClick’s Carl White and Eric Ward, Director, Digital Media at goetzpartners. So that you get all future episodes, you can subscribe to TraderTalk here.
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20 December 2011 in ExchangeWire EMEA 1 Comment
Hi-Media and Weborama announced this morning that they are merging their business units in the UK. Mathieu will now head the new operation for the UK market. Here he discusses the particulars of the deal and whether or not it will lead to a bigger merger of the two companies down the line.
Can you give some overview of the deal on the joint venture with Hi-Media?
Sure, Weborama and Hi-Media have been working together for a few months in the UK, and they have decided to strengthen this relationship. Weborama and Hi-Media will combine their UK online advertising sales activities into a joint venture operating under the Hi-Media UK brand. This move will improve Hi-Media UK’s service offering and scale on the market. Weborama UK will still operate its Data and Technology business separately, but this deal will reinforce the business relationship between the two entities.
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