10 June 2013 in ExchangeWire EMEA
Data, and how to manage it, has become this year’s hottest topic. The concept of companies, or organisations, crunching data sets from multiple platforms, both on and offline (and being able to enhance brand communications, stock control, asset management, you name it) has leapt from the trade media into mainstream consciousness.
Everyone in the marketing space has a view on data, where to host it and how to use it. The solution is a data management platform – a DMP; if you’re a client aiming to invest in a DMP, there are a few basic scenarios to consider, and with a view to opening a debate on the issue, here is my take on the options are clients facing.
Any client-side marketer with digital marketing budget control will need to review whether a DMP sits best with an agency, a third-party advertising technology provider, in-house or partially mirrored as some kind of combination of these.
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Global Desk Editor22 May 2013 in ExchangeWire EMEA 1 Comment
Every business aims to acquire and retain customers at a price that drives profit. For years, business people and marketers have grappled with this task. Many business areas claim they are key to driving success; ‘advertising persuades consumers to buy our products’, ‘our product is the best on the market’, ‘our reputation is solid because we serve our customers with respect’, ‘our manufacturing is better than our competitors’, ‘we secured the best store location’; the list goes on. Clearly, all have a role to play, but a highly debated topic is, ‘how much value does marketing really add’?
Marketers who are tasked with generating revenue from a sizeable budget are at the frontline of accountability, and have a variety of levers they can pull. Before the dawn of the internet, much of the intellectual debate focused on how to best sell the consumer promise between influential media: from TV, to newspapers, to direct mail, and other ‘traditional’ media choices.
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Global Desk Editor4 April 2013 in ExchangeWire EMEA 3 Comments
Erich Wasserman is Co-Founder and General Manager EMEA & APAC for MediaMath. Here he sits down with ExchangeWire to breakdown their acquisition developments and what this means for their expanding platform offering.
How do you think the recent acquisitions by MediaMath, in video, mobile, and data solutions, have changed MediaMath’s position in the market?
MediaMath’s vision is to be the operating system for digital marketers. By analogy, we are the OS that runs the device you are using to read this Q&A: That device provides a software environment and runs first-party applications (Apple iOS and Safari, for example.) It further provides an environment on which to use other third-party applications (Chrome, for example). The OS needs to be flexible and interoperable to ensure it remains central to how you communicate with the world.
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Global Desk Editor20 March 2013 in ExchangeWire EMEA
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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ExchangeWire6 February 2013 in ExchangeWire EMEA
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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Global Desk Editor1 October 2012 in ExchangeWire EMEA 3 Comments
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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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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ExchangeWire19 July 2012 in ExchangeWire EMEA 7 Comments
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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Global Desk Editor18 July 2012 in ExchangeWire EMEA
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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Global Desk Editor12 July 2012 in ExchangeWire EMEA 2 Comments
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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