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Archive for June, 2011

06/27/11
Adam Glantz

News of the Day


David Bell Joins Media6Degrees Board

Former IPG Chairman & CEO Signs on with Leader in Social Targeting

NEW YORK, June 24, 2011 – Media6Degrees (M6D), the pioneer in Social Targeting™, today announced that David Bell has joined its board of
directors. Bell is a legend in the advertising and marketing communications industry, having served as Chairman and CEO of Bozell Worldwide, True North Communications, and ultimately Interpublic Group of Companies. He was elected to the Advertising Hall of Fame in 2007.

Bell is now active on a host of corporate and nonprofit boards, including public companies Warnaco and Lighting Science Group, and private companies Stylesight, DoubleVerify, YourTango and Resonate Networks. He is a past chair of AAAA, AAF, AEF and the Ad Council.

“David worked with Penry and me at Google, and we are thrilled to have him join our board,” said Tom Phillips, Media6Degrees CEO, referring to newly arrived President Penry Price. “He is a true dean of the industry, whose reputation is exceeded only by his wise counsel and marketing savvy.”

“Media6Degrees is breaking new ground and changing the way marketers will do their jobs in the future,” said Bell. “Their ability to capture the intelligence of the social web to identify the best audience for a brand establishes a new paradigm for marketing.”

Read More: Media6Degrees

Online Video: Segmenting The Current Media Darling

New media trends last about a day and a half in the digital marketing business. And now it is online video’s time to bask in the limelight like a shiny new coin, vying for media buyers’ attention and dollars. It has moved within a year from the hot media with great CPMs for publishers and high engagement for advertisers to a rapidly maturing channel that lives in the same neighborhood as mobile and search, or at least the adjacent zip code, with mobile and tablets subletting nearby.

Something happens along the way from “hottest new media darling” to mature, reliable digital marketing channel. That “something” has much to thank for audience targeting and customer segmentation. Think about it. No need to think that hard as targeting has been acknowledged as being on the cusp of revolutionizing online video publishing and advertising and will make online video exponentially more effective for marketers.

Let’s get to a little history. Display ads. Back when display ads were called banners, they were bought in two ways. We had run of site, which placed banners pretty much everywhere on an entire Web site, or a section of that site. Yahoo used to sell run of site banners for every page view in the late ’90s, as an example. It wasn’t long before advertisers bailed on the banner and migrated to search, rich media and then back to display ads. The reason they came back to display, and the reason they are fueling Internet ad spending, is because audience targeting made banners more relevant.

Read More: MediaPost

06/24/11
Adam Glantz

News of the Day


Penry Price: Why Social Is The Next Frontier of Ad Targeting

Former Googler Talks About Why Connections Will Trump Context and Keywords

“There is probably never a good time to leave Google,” Penry Price said one stormy afternoon last week from the ninth floor of a Flatiron highrise a block off Manhattan’s Union Square. Mr. Price did just that a week earlier, leaving Google after seven years to join startup Media6Degrees as president. (Former Interpublic Group of Cos. CEO David Bell joined the Media6Degrees board this week.)

Mr. Price left the search giant just as it is realizing its long-held ambition to become a powerhouse in brand advertising. Indeed, when Mr. Price joined Google it had not bought YouTube, had no display ad revenue to speak of, and was still just a curiosity on Madison Avenue. Today, it is assembling a display-ad infrastructure (DoubleClick, Invite Media, Admeld) that is as close to a one-stop system for buying, selling and placing display ads as exists today.

So, why leave? Partly, Mr. Price believes the next phase of ad relevance won’t be tied to keywords as much as to personal relationships, and that’s where Media6Degrees comes in. The company is predicated on the notion that as people live more of their lives on the web, the kind of data they generate will be a more powerful indicator of their preferences than demographics, behavioral, search or any of the other forms of targeting used today.

Then there was a more personal question, he said. “Anyone who’s been at Google for a while has to wonder, ‘Is it me or that primary-colored logo?’”

Read More: AdAge

Mobile Ads To Hit $4 Billion By 2015

Much of mobile advertising spending will be locally targeted in four years — and higher-priced.

Locally targeted mobile ads will have a 70% share ($2.8 billion) of the expected $4 billion in overall U.S. mobile ad spending by 2015, according to Chantilly, Va.-based BIA/Kelsey.

In 2010, overall U.S. mobile advertising was at $790 million. Local mobile advertising’s piece of the pie is $404 million — 51% of the whole mobile advertising market.

BIA/Kelsey, the media consultant/researcher, says much of this gain will come from large brand advertisers that will adapt their marketing goals for the mobile device. That’s thanks to a growing awareness of retail locations, driven by consumers’ increasing smartphone ownership.

Read More: MediaPost

06/23/11
Adam Glantz

News of the Day


Collective Extends Sell-Side Platform Capabilities With AppNexus Partnership

Yesterday, Collective announced AMP Exchange which it positions as a sell-side platform and says “allows publishers to create private exchanges using Real-Time Bidding (RTB) without separately managing reserved and pre-emptible inventory.” AppNexus is helping to provide the technology of the new offering. Read the release. Peter Longo of IDG Tech Network is quoted in the release. IDG Tech Network has been a client of sell-side platform Admeld.

Collective CEO Joe Apprendi discussed the announcement and its implications.

AdExchanger.com: Why move into the sell-side platform space?  Are you pivoting?

JA: Collective has been serving the sell-side, specifically premium publishers, with AMP since 2008.  Today, we power some of the largest media companies already using our data and media management platform.  It was only natural for us to extend our SSP capabilities to include ad exchange functionality.  With this application, we now provide publishers with a complete monetization and analytics solution no matter where they source ad demand, whether through their direct sales channel on a guaranteed basis or via indirect channels using RTB. AMP Exchange is about integrating the programmatic buying channel with the direct-sales channel.

Now that Collective has an exchange, an ad network, a sell-side platform as well as other solutions, isn’t there a danger of appearing to represent everyone when clients on the buy or sell-side are looking for a solution that represents them alone?

Not at all, our success as a leading audience buying platform for brand advertisers is an asset to every sell-side customer using AMP.   In fact, many of our AMP customers are capitalizing on our buy-side ad demand to help them better monetize their unsold inventory as well as using our brand-safe network ecosystem for audience extension.  Collective is not only a developer/licensor of ad technology, we are a customer and an operator.  No other SSP in the market has the depth of understanding and experience in working with brand-name publishers and advertisers.  As a result, we design and prioritize features that meet the requirements of buyers and sellers better than anyone in the sector.

Read More: AdExchanger

The 7 Primary Differences Between Search and Display

You may have recently heard that Google bought Admeld, which has created a lot of discussion about how the display story is starting to look a lot like the search story. You remember how it goes – Overture is ruling the search world and then all of a sudden AdWords launched in 2000. Then, seemingly overnight, Google becomes the owner of the majority of search market share with everyone else fighting over the scraps.

Many are now worrying that the display story may have a similar plotline, as Google clearly has its eyes fixed on display as the new frontier that it is.

The display story will not be the same as search. The market dynamics are just too different.

Consider the seven primary differences between search and display:

1. One is pull marketing. The other is push. Search customers are coming to you. In most cases, they’re saying, “I’m in the market for your product and I’m considering buying it from you.” Frequently, they are even saying, “I want to buy your product right now.” The consumer is pushing and the marketer is pulling. In display, users are rarely in that frame of mind at the time a marketer places an ad in front of them. They are usually doing something else – watching a video, checking in on one of their favorite social networking sites, surfing the web, researching, or something else. In this case, the marketer is pushing. The marketer is effectively saying, “I’d like you to consider my product” or, “I’d like to change the conversation a little (or a lot) and talk about my product.”

Read More: ClickZ

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