Republished from the SiteScout blog
A group of international publishing powerhouses have partnered to form the Pangaea Alliance, a new digital advertising offering that’s using programmatic to allow brands access to their combined ad inventory.
Spearheaded by The Guardian, the alliance also includes CNN International, The Financial Times, Thomson Reuters, The Economist, Hearst UK and Time Inc., and boasts a total audience of more than 110 million users. Launching in the next few months, Pangaea is also promising potential advertisers that their ads will be seen next to quality content in an attempt to assuage fears regarding ad fraud.
Pangaea, which is named after a supercontinent that existed approximately 300 million years ago, will launch in beta in April and will be managed by reps from all the member publishers while in that phase. It will then be managed by its own dedicated sales team. Tim Gentry, global revenue director at Guardian News & Media and Pangaea Alliance, said in a statement, “As the world becomes more complex and networked, Pangaea will give advertisers one single programmatic solution for driving influence at scale, allowing them to get cut-through in an increasingly fragmented market using the latest ad serving technology.”
Read more from AdAge…
The Rise of the Programmatic Agency
When programmatic media buying first started gaining traction in advertising around 2008, people underestimated the importance of transparency and self-service. At the time, better performance was enough. As a result, the assumption became that trading desks were the media agencies of the future. It was a faulty assumption.
In the future, programmatic will be put at the core of every media agency. That’s because, these days, the best insights come from data procured by programmatic groups, and technologies with the best insights always win.
With programmatic fully integrated into media agencies the resulting data will lead to better consumer insights, with benefits seen across channel selections and in messaging opportunities. As data-driven decision-making becomes more prevalent, expect knowledge about DSPs, DMPs and SSPs to become commonplace at media agencies.
Read more from MediaPost…
IAB Releases First Mobile Programmatic ‘Playbook’
The Internet Advertising Bureau has released its first document to focus on mobile programmatic. Dubbed the “Mobile Programmatic Playbook,” it sticks mostly to demystifying the mobile programmatic ecosystem and defining key terms.
The playbook does indicate, however, that ad spend in mobile programmatic is becoming heftier compared to standard display units, citing mobile video as being one of the strongest drivers of traffic. The document adds that mobile video, given its projected growth, will make up a major piece of the mobile programmatic landscape.
Native ads are also called out in the document. The IAB notes that while those ads have limited volume, demand remains high and use of native ads is likely to grow. With regard to mobile ad viewability, the playbook also points out that research delving specifically into mobile ad viewability is lacking.
Read more from MediaPost…
That’s it for this week’s RTB Zeigeist. To subscribe to #RTBZeitgeist, click here.
Small Business Leaders Move Towards Mobile
A recent eMarketer survey found that many small businesses haven’t invested in a mobile solution or app to help run their business. Over half of the businesses surveyed plan to focus on a mobile strategy within the next year, leading to more mobile opportunities for marketers. Get the full story here.
Programmatic Demand on the Rise
By 2018, real-time bidding will make up over 33% of digital ad spend, accounting for over $18 billion of the industry. Prices for programmatic ads are trending upwards across all platforms, as competition for programmatic inventory increases. Check out the future of programmatic buying here.
April’s Digital Extension Partner of the Month is none other than The Washington Times. In Q1 alone, The Washington Times already booked 90% of its entire 2014 revenue. This fast start can be attributed to The Washington Times’ ability to embrace the switch to programmatic buying, and its increased focus in search engine marketing.
Joe Corbe is an ad director at The Washington Times who has been championing the publisher’s partnership with Centro since he arrived late last summer. Joe notes, “The Centro team has been vital to the overall success here at The Washington Times. We offer and sell everything from the most basic search program to heavily refined targeting, in addition to video, social media, and programmatic buying – and all very user friendly. We would not be where we are today without Centro – we’ve sustained both incremental gains and total team goal achievement.” As local advertisers look to solve clients’ digital needs, the demand to be the digital authority is at an all-time high. By embracing the Centro partnership, The Washington Times is in a great position to build on its early 2015 success. It’s going to be a big Q2 for the team down in D.C. Keep up the great work!
In the data-driven world of digital advertising, most marketers aren’t aware of how powerful storytelling can be. We are witnessing a time when there is more digital content, and more cross-device connectivity than ever before. With this ocean of information, it can be easy to get lost in the tides when trying to effectively tell your brand’s story authentically and connect with consumers.
In fact, in a recent study conducted by Econsultancy, 46% of polled, worldwide marketing and communications executives ranked customized messaging and a personalized customer experience as the number-one priority for 2015. With such a heavy importance placed on a personalized experience, these marketers and agencies are surely tying together valuable cross-platform data to help drive their storytelling initiatives and customer experiences. But that isn’t the case. Only 10% of marketers and 8% of agencies leverage said data to craft a personalized experience. Why is this so?
Recently, SXSW was held in Austin, Texas. Specifically, the Interactive portion of the festival offered plenty of inspiration and insights into the minds of today’s digital innovators. Our Digital Innovations team was onsite to sift through the controlled chaos and find themes that readily apply to digital as we know it today and ideas into what the future holds.
One major thing that our DI team took home is that brands that tell a compelling and engaging story using key audience data, compelling content, and innovative technology are highly successful at driving conversions with their customers, regardless of platform.
The likes of Pixar, Thrillist, and AOL Video & Studios approach this process in a way not frequently seen by marketers. Their goals were not to set out to change industries. Rather, challenge themselves to create better technologies, utilize the data at their disposal, and curate the best, most engaging content possible. And for this strategy, the proof is in the pudding. So, why aren’t companies utilizing data to tell a better story? Our DI team surmised that the fear of change could be the answer. But take it from a brand like Pixar. A compelling and authentic story, backed by relevant data, will bring success and help you stand apart from the many marketers and agencies that aren’t following suit.
Read more from eMarketer
Be sure to also check out our Digital Innovations Awesome List to get some insights into SXSW and the things that you should keep on your radar for digital moving forward.
Read our latest DIAL here.
After a great trip to Austin earlier this month for the annual geek and nerd pilgrimage known as SXSW (or southby if really want to sound hip), we’ve included a few takeaways we thought summed up many of the amazing speakers, exhibitions, and innovations we experienced, as well as some non-SXSW related industry updates. We know that keeping up with the trade publications and the latest trends is tough and time consuming, so we find the articles, reports, and other bits of awesomeness you probably missed, but should definitely read.
Self By Self West
Part summer camp reunion, part conference, part zoo, part brand exhibitionism, SXSW has become an enabler of narcissism for both people and brands looking to be more influential, either socially or within their organizations. It’s not all bad, but it’s not all good either. Here are some key takeaways from Deep Focus CEO, Ian Schafer.
Meerkat Becomes Unofficial Livestreaming Video Platform at SXSW
After Twitter’s breakout success in 2007 and Foursquare’s in 2009, the industry was looking for a new breakout app forSXSW 2015. Meerkat won the prize for biggest buzz amongst attendees. It’s a live-streaming app that allows users to broadcast live video from their phones, as well as host text discussions within each broadcast. Plus, it just got a cool $14m in funding.
Missed #SXSW? Here's a Recap of Publisher-Relevant Sessions That Rocked
For publishers trying to understand the frenzied and changing digital media landscape, here is a look at three sessions from SXSW Interactive that nailed it. Want a hint? Lots of branded content is a must!
The 5 Best Innovations at SXSW 2015
A breakdown of some of the unique innovations on display. Some of these are incredible. Others, we aren’t so sure. But regardless, all are worth checking out.
SXSW Takeaway: Humans Are the Real Supercomputers
With all the effort being invested in how we design machines to operate, is there something we can learn in terms of how we utilize our human talent -- the real supercomputers? Take a look at how data science and creativity can (and should) come together.
Is native advertising "repurposed bovine waste"?
Last year, John Oliver suggested on his HBO show, Last Week Tonight, that native advertising was "repurposed bovine waste." But despite the fact that millions watched his 11 plus minute rant, spending on native ads continues to skyrocket!
Solving the Cross-Device Problem
Mobile’s convenience is wonderful for audiences, but it creates a problem for marketers trying to advertise across devices. Read about how Facebook’s Atlas is attempting to solve the problem through people-based marketing.
What Does The MRAID Video Addendum Mean for VPAID?
The IAB recently announced support for a Video Addendum to MRAID. Expect improved video metric tracking and increased standardization for mobile video.
Rentrak Fails MRC Audit, TV Ratings Accreditation Withheld
Following more than a year of extensive auditing of its TV audience measurement methods, the Media Rating Council has determined that Rentrak’s national and local TV ratings are not yet ready for prime-time and will not receive accreditation.
Crackle Exits NewFronts, Fashioning Itself a TV Player
Sony’s online video service Crackle is pulling out of the “NewFronts,” the digital world’s version of the annual event when TV networks pitch their upcoming programming to marketers. Seeing itself as a TV programmer with long, high-value content, they are shifting their presentation to the cable Upfronts.
Sony’s PlayStation Vue Is Introduced in 3 Cities
Television fans who want to break free from a traditional TV subscription now have more options than ever to pay for what they want to watch, and how they want to watch it. Sony recently introduced its PlayStation Vue web-based streaming TV service, which for $50 a month offers a bundle of channels along with a personalized, searchable approach to watching live and on-demand television.
That does it for this edition of DIAL! We hope you enjoyed it and have a great week. See you next month!
Republished from the SiteScout blog.
2015 is the year marketers will realize that programmatic isn’t a fad. It will all come down to the better access it enables to data and precise execution, to a scaled variety of inventory and the resulting reach, and to ideas and practices that were only accessible to the biggest advertisers just a couple of years ago.
Another programmatic prediction for 2015 is that the supply side will begin to wake up to what programmatic actually means. Publishers will feel pressure to create new products and invest in digital brand activity, including programmatically delivering rich media and online video ad inventory.
A final programmatic prediction for 2015 is that people working in the space will start to care more about the messaging and creative. Media practitioners will advocate flexible, well-matched creative that’s informed by programmatic data, and that boosts ad performance.
Read more from Fourth Source…
Programmatic Video to be a Focus in 2015
Programmatic video’s going to have a big year. Recent research says that almost four times as many agencies think they’ll spend the majority of their video ad budget programmatically in 2015 compared to 2014.
The research found that 22 percent of agencies plan to dedicate most of their video ad budgets to programmatic this year, an increase from 6 percent last year. Thirty-five per cent plan on spending roughly half of their video ad budgets on programmatic platforms in 2015, which is up from 32 percent last year, while 43 percent expect to dedicate a minority of their budgets to programmatic, a decrease from 63 percent in 2014.
The research also indicated that mobile video is the category in which most agencies expect to see the fastest growth in digital media spend this year.
Read more from MediaPost…
Procter & Gamble CMO Pritchard: Programmatic Delivers Business Lift
Programmatic has been a boon for Procter & Gamble’s business, said the company’s Global Marketing Officer, Marc Pritchard.
In an interview with Ad Exchanger, Pritchard cited programmatic’s ability to enable more precise targeting at a valuable price as a significant business lift. Programmatic, said Pritchard, is inevitable and P&G is interested in the tech because of the value it creates for consumers, publishers and advertisers alike.
In addressing programmatic-related challenges such as fraud and viewability, for P&G it’s all about elevating everything to focus on the consumer experience. That includes targeting consumers with the content they want to see when they want to see it in order to effectively engage them and encourage sales.
He also talked about the value of data to P&G. “Analytics are a major part of what we’re about, and it’s an obvious part of what the industry is moving toward,” Pritchard added.
Read more from Ad Exchanger…
Murray, who is one of 2 million Americans with autism, works for Centro, a digital ad planning and buying company that over the last three years, has employed people through AutonomyWorks, a company that gives adults on the autism spectrum jobs they can excel at.
Read the Entire Story on DigiDay
When it comes to ad tech, even the most seasoned veterans sometimes look to a refresher on concepts, particularly when it comes to programmatic. Well, look no further – your ultimate programmatic package is here!
To start, we’ve got something that might help you sort through all this industry jargon. It’s a Programmatic Glossary, and it’s your living and growing source for key terms in programmatic. Use it to start learning about the programmatic space or even just to catch up on industry terms – right from the comfort of your desk.
Still want to know more about programmatic? Well, you’re in luck! We’ve included a Programmatic Playbook so that you can take a deep-dive into programmatic, including everything you need to know about its nuances and any best practices for delivering a successful campaign.
Lastly, keep up-to-date with the latest trends in programmatic by checking out our Big Brands, New Demands e-Book . Find out what the biggest names in advertising are up to, what the latest industry trends are, and where the key players see the future of programmatic.
Get your Ultimate Programmatic Package today!
After this past weekend, some of you might upset. But with all the busted brackets and upsets in the NCAA basketball tournament, we completely understand. To get you out of your funk, check out our events schedule for this week. It’s packed with the best and brightest in digital advertising! If you’d like additional details on where we will be or would like to set up a meeting, email us at [email protected]. We’d love to chat!
What: IAB Canada Engage Conference – 3/26
Who’s going? Steve Monti, Darryl Singer
Where: Toronto, CA
What’s going on? The IAB Canada Engage Conference brings together digital visionaries, pioneers, savants, and practitioners to discuss a variety of topics in digital media. This year, there will be six keynotes, multiple breakout sessions, and lunches to discuss the current trends in digital media, as well as insights into past successes.
What: thinkLA Mobile Breakfast – 3/26
Who’s Going? Ben Sarmiento, Jessica Hilgers, Ashley McBrearty, and Rocky Orozco
Where: Los Angeles, CA
What’s going on? This year’s breakfast will feature the Internet of Things (IoT) and the growing landscape of mobile connectivity. Some leading experts on the IoT will speak to what the future looks like as devices, homes, and cities become smarter. They’ll also discuss the implications the IoT will have on business growth and marketing practices.
What: 4th Annual Centro Beer Pong Madness – 3/26
Who’s going? East Sales Team
Where: New York, NY
What’s going on? In honor of March Madness, Centro is hosting its very own championship – in Beer Pong! After hosting over 130 people and playing over 50 games in 2014, this year’s tournament is sure to bring some upsets, Cinderella stories, and plenty of buzzer-beaters!
What: Martech Conference – 3/31 to 4/1
Who’s going? Marty Winner
Where: San Francisco, CA
What’s going on? Martech, a marketing technologies forum, helps vendors of all kinds understand and learn how technology can be effectively integrated into marketing strategy and operations. With a growing community of tech-savvy marketers, Martech offers incredible networking and collaboration across any industry.
If we don't get to see you, make it a great week!
