EMEA > Marketer

The Adtrader Conference is now in its third year. After two successful events in Hamburg in 2011 and 2012 we are taking the show for the first time to Berlin.

Technology is changing the digital advertising market in Germany, Europe’s largest display market. Buyers and sellers of digital advertising are moving towards automation, and are increasingly looking at programmatic strategies to buy and sell campaigns. This not only changes the processes of marketing services, but also affects the make-up of digital advertising products.

The majority of German premium marketers in 2013 are actively making programmatic part of their business strategy; and partners and third-party buyers are investing heavily in tools and strategies to deliver data-driven buying solutions.

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Mark Connolly is the newly appointed European Managing Director at AudienceScience. Here Mark talks about the issues and challenges currently facing the industry and the important role that technology will play in 2013.

I have been fortunate enough to have worked in the advertising space for 25 years and have experienced first-hand how audience data and programmatic buying technology have revolutionised the industry. I’ve also seen that, in my time, on both the buy side and sell side – for all the technological advancement – the industry still suffers from really expensive bad habits.

We have an ecosystem unsuited to do what’s best for the advertiser. Marketers pay for every layer of service and technology, including agencies, trading desks, vendors and publishers. Each player takes a cut from the marketer’s budget, creating a zero sum game. Worse, marketers pay for this with “percent of media” fee structures that encourage agencies and vendors to spend more, regardless of effectiveness, and avoid finding efficiencies for advertisers. Unsure of the right questions to ask, advertisers have entrusted budgets to agencies, with little or no visibility into how their budgets are actually allocated.

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Boris Mouzykantskii, IPONWEB CEO, gave one of the best keynotes of the day at the recent ATS London. The presentation entitled, Unpacking The Black Box, lifts the veil on ad trading strategies of agency trading desks, DSPs and direct advertiser buyers. Mouzykantskii gives a proper deep dive here into the actual buying mechanics of RTB. This will be the first of many of the day’s presentations to appear on the site over the coming weeks so keep an eye out for ATS London content on ExchangeWire.

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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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We’ve all heard the pitch. Mobile is going gangbusters. Smartphones and tablets are creating a paradigm shift in the way we communicate, access content, engage with products, services and ultimately the world around us.

According to Mary Meeker, the app economy is worth $10bn and is growing 100% year-on-year. Angry Birds alone has seen more than 600 million downloads and mobile visitors to Twitter now account for 55% of the site’s total traffic.

Set this against a backdrop of declining PC shipments, as well as cannibalised desktop traffic as consumers vote with their fingers, and it’s easy to see why internet juggernauts like Apple, Google, Facebook and Amazon are all investing heavily in a bid to rule supreme over the holy trinity of hardware, software and services that make up our mobile world.

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Digital marketing company IgnitionOne released a research study yesterday showing the effect of media types and exposure paths on the speed of conversion and on the average order value (AOV).

In this report, IgnitionOne applied their attribution analysis to examine the conversion paths and latency (the amount of time between the first exposure and when the conversion occurred) for two important verticals: Travel and Retail Data from US and European companies were pulled to contribute to this report over a two month period.

Roger Barnette, President of IgnitionOne, comments: “By better understanding how different media interact and assist along the path to making a purchase, marketers can more efficiently leverage advertising dollars. These types of insights are possible when marketers take advantage of advanced attribution models and move away from last-click models.”

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Aegis has been on the market for a while, allegedly. First, there was talk about Havas buying – or maybe even Publicis or WPP. However in the end it was Dentsu, the cashed-up Japanese media-buying behemoth, that finally took Aegis out for £3.2 billion in cash. Although not obvious yet, this deal is likely to have serious ramifications for not just the advertising industry, but also our own cosseted ad tech world as well.

The Trading Desk Solution

Aegis has been quietly rolling out its trading desk into the market. Quietly. No press. Just getting on with it. Various vendors, the usual suspects, have been been in the pitching process with Aegis’ trading desk entity for some time, but you wonder how this Dentsu acquisition will change the approach currently being taken by Aegis. Dentsu currently own IgnitionOne, a multi-platform solution. It has a DSP, a search-buying platform and a social-buying solution. Nothing will happen much in the short term, but you wonder what ripple effect is this likely to have on existing vendors when the inevitable strategic review is done. Will IgnitionOne get that all-important mandate when Dentsu looks to shore things up across the group?

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ExchangeWire can announce that the IPA, the professional body for advertising, media and marketing communications agencies in the United Kingdom, is supporting this year’s ATS London, as marketers and agencies get to grips with the data-driven advertising space.

The IPA represents approximately 250 of the best advertising, media and marketing agencies in the United Kingdom, together employing over 18,000 individuals. Collectively, its agencies work for over 5,000 corporates, over 10,000 brands and manage over £30bn of marketing investment per annum.

Twenty-three IPA member agencies picked up a total of 102 awards at last month’s Cannes Lions Festival, including one Creative Effectiveness Grand Prix, one Media Lion Grand Prix, 13 Gold Awards, 45 Silver Awards and 38 Bronze Awards, as well as two Special Awards and a Media Young Lions Award.

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