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April 08 2013

21:03

RTB Video Aiming for $686 Million, But Faces Hurdles on the Way

The real-time bidding segment of online video is on track to hit $686 million in ad spend this year, but the business still faces a number of challenges on its route to growth, according to a new report released today from Forrester.  At the Beet.TV retreat earlier this year, Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds, talked to Forrester analyst Joanna O’Connell about the hurdles ahead in the real-time bidding sector of online video.“What needs to happen is both parties need to recognize the more intelligence they bring to the table, the better they’ll do, but the publishers aren’t there yet, and they have a long way to go in understanding the audience they have to sell and the yield maximization across channels,” O’Connell explains.

Agencies too are trying to figure out how to best manage the quick rise in programmatic buying. The implementation of trading desks inside agencies can help significantly, she says. “We’ll see agencies start to evolve in the way they’re organized,” she says. Publishers, likewise, need to make sure they have sophisticated and savvy salespeople leading the charge when talking to agencies about programmatic buying.

For more insight, check out this video interview.

-Daisy Whitney

15:44

Real-Time Bidding To Comprise 25% of Online Video Ad Spend in 2014. Report

Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. The study also dives into how publishers are using private marketplaces. At the Beet.TV retreat earlier this year, Forrester analyst Joanna O’Connell sat down with Shehan for a deep dive discussion on the ecosystem of real-time buying and private marketplaces.
In the last 18 months, SpotXchange has grown from zero to about 40% of all its impressions in the real-time bidding variety, says Mike Shehan, CEO of SpotXchange in this video interview. He adds that SpotXchange works with about 50 buyers for real-time bidding including DSPs and agency trading desks. “With programmatic, you’ve automated everything — the connections, the RFP process, the reports, the billing, the delivery.”
-Daisy Whitney

April 03 2013

01:28

Programmatic Buying is the “Biggest Push” at WPP, Christina Beaumier

Programmatic buying of media including display, video, radio and soon digital out-of-home, comprises the “biggest push” around media buying at WPP’s giant media agency GroupM, says Christina Beaumier, VP at GroupM’s Xaxis unit, in this interview with Beet.TV

Beaumier explains how data around consumer behavior is driving effective media buying in real-time – and how this is becoming an essential element in the growth of digital video.

We spoke with her in February at the Beet.TV executive retreat in Vieques.

 

 

 

 

July 07 2011

07:25

Are publishers ready for the "coming creative revolution in digital advertising"?

Jon Steinberg :: "There is a coming creative revolution in digital advertising." Despite the DSPs (Demand Side Platforms) and RTBs (Real-time Bidding), most RFPs (Request for Proposal) from major brand advertisers proclaim things like “what can you do custom, unique, and high impact!” This clear and crystal messaging on many RFPs is often accompanied with the comment “standard display units as value add only!

[Jon Steinberg:] I believe we are returning to the golden age of advertising not seen since Ogilvy, Doyle Dane, and Mary Wells. As part of her campaign for Braniff, Wells had the entire fleet painted in vibrant colors; Ogilvy changed the very look of print advertising, and Doyle Dane proclaimed the car that they were advertising a “Lemon.”

In this light, it serves to reasons, that great advertising would be novel, integrated, and high impact.

How could great advertising fit in a standard banner when the very essence of great advertising is an engaging idea or message?

Jon Steinberg is the President of BuzzFeed in NYC. He was previously Strategic Partner Development Manager on Google's SMB (Small Medium Business) Partnerships team.

Continue to read Jon Steinberg, jonsteinberg.com

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