Advertising Companies Fret Over a Digital Talent Gap
When the Ad:tech advertising technology conference hits New York next week, marketers, advertising agencies and recruiters may spend less time listening to the panelists and more time working the floor to find new employees.
A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, one familiar to many industries across the country, is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.
The talent pool, advertising technology company executives say, is not a deep one. And those who have the skills are in high demand, often fetching annual salaries that can reach $100,000.
“There is pain for hiring in digital at all levels,” said John Ebbert, managing editor of AdExchanger.com, a Web site dedicated to advertising technology.
“The marketers, the publishers, the ad tech companies, the agencies, data management companies — they’re all going for the same type of employee.”
Read More: NY Times
64% of Digital Ad Spend Controlled by 5 Companies
I was doing some calculations for my own purposes and wanted to find out what percentage of the digital media ad spend (search, display, mobile, etc) is controlled by Google, Yahoo, AOL, Facebook, and Microsoft. Well, after searching through their 10K’s, it’s about $40.1B, or roughly 64% of the worlds digital media ad spend.
According to a ZenithOptimedia press release on October 3, 2011, worldwide digital advertising accounted for about $64.03B.
Google generates approximately 364% more revenue from advertising than it’s next closest rival, Yahoo!.
With Facebook at $1.86B in advertising revenue (excluding virtual currencies/goods) for 2010, it puts them at right behind Microsoft but ahead of AOL. With Facebook only now starting to monetize their platform, you can start to see how big an impact they could have on the dominance of the digital advertising landscape.
And of course, you can really see how dominant Google is.
Read More: Darren Herman
comScore Media Metrix Ranks Top 50 U.S. Web Properties for September 2011
Online Gambling Sites Collect Web Traffic Winnings
Students and Teachers Kick Off the New School Year at Education Sites
RESTON, VA, October 20, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. web activity at the top online properties for September 2011 based on data from the comScore Media Metrix service. Online Gambling sites witnessed the strongest lift in traffic in September with sports betting front-and-center as the NFL season kicked off. The new school year also swung into gear in September, which encouraged students and teachers to visit Education Information and Resource sites.
“In September, Americans browsed a variety of web content, with Online Gambling, Education and Political News sites ranking at the top of our fastest-growing categories list,” said Jeff Hackett, executive vice president of comScore. “Fall television lineups also premiered in September, earning ABC Television and TV Guide Online Network spots on the list of top-gaining properties, along with NFL Internet Group and ESPN as the long-awaited NFL season began.”
Americans All-In For Online Gambling
Online Gambling sites represented the fastest growing category in September, up 13 percent to 9.7 million visitors. PokerStars ranked first in the category with 1.1 million visitors (up 11 percent), followed by UPickEm.net with 993,000 (up 36 percent), FullTiltPoker with 753,000, SimSlots, Inc. with 655,000 (up 5 percent) and Wooga.com with 520,000 (up 85 percent).
Read More: comScore
Eric Roza, Digital Media Industry Veteran, Promoted to CEO of Datalogix
WESTMINSTER, Colo.–(BUSINESS WIRE)–Datalogix, the leader at integrating database marketing and digital media, today announced it has promoted Eric Roza to Chief Executive Officer.
Roza joined Datalogix in 2007 as its President. Since that time the company has experienced rapid change and expansion including the hiring of over eighty new employees and a doubling of revenues in the past twenty-four months.
“Eric has done a wonderful job of assembling a very experienced and motivated senior management team which has transformed our business from a direct marketing company to become the leader in digital advertising via our use of real-world purchase data,” said Rob Gierkink, former CEO of Datalogix who will continue to serve as its Chairman. “At a time when the economy is struggling we’re very pleased with the double-digit annual growth we’ve seen in our direct mail business and the confidence our clients have shown in our team and our capabilities.”
“Our growth has been driven by our client’s desire to deliver meaningful messages to customers, both online and offline, based on their demonstrated purchase behavior,” said Roza. “Datalogix is at the forefront of the data-centric marketing approach that is changing the way marketing messages are delivered to consumers. Our team is single-minded in its focus to provide these capabilities to our clients so they can realize exceptional and measurable returns on their marketing investments.”
Read More: Businesswire
Does Real-Time Buying of Video Advertising Deliver Brand Lift (or Is It All Direct-Response Hot-Air)?
According to brand survey data from four top in-stream campaigns from Fortune 500 brands, marketers are seeing an average lift of 4.3% in brand awareness and 11.6% in purchase intent.
Recently, a top journalist confided that he primarily thinks of real-time bidding “as a way to do direct-response campaigns in display.” This is an often-heard refrain, despite many recent launches in the video exchange and platform space (i.e. BRX on the supply side). Why? Newness probably plays a role, but a deeper reason might be that much of the real-time bidding space is often measured and judged by direct-response metrics, such as clicks.
While clicks and impressions make sense for direct-response, many brand marketers buying video obviously care more about the medium’s ability to raise awareness and persuade a target audience, goals for which clicks are a flawed proxy at best according to recent research by Nielsen.
The question then arises: can real-time buying in video advertising deliver on brand metrics or is it all just a bunch of direct-response hot air?
Leveraging its partnership with leading survey vendors, TubeMogul executed brand surveys on five video advertising campaigns totaling 44.7 million impressions and 4,487 random survey-takers. Four of the five brands are from Fortune 500 companies, and the list reflects the automotive, consumer packaged good (CPG), insurance and restaurant industries. In terms of format, only 0:15 and 0:30-second pre-roll ads bought via real-time bidding on TubeMogul’s platform were included (more on the inventory TubeMogul aggregates here).
Read More: TubeMogul
DVA to Grow 25% Over the Next 12 Months
Survey of Advertisers and Agencies Shows Increase in Video Ad Spend in the Next Year, But More Than One Third of Advertisers Struggle with Planning, Creation and Execution
NEW YORK – (October 26, 2011) – Casale Media Inc., a leading premium online media company, today published a research brief showing that advertisers and agencies will increase spending on digital video advertising by 25 percent over the next 12 months and would amount to about 23.8 percent of total online ad budgets. “Digital Video Advertising: Removing Barriers Equals Greater Opportunities,” is based on an October 2011 research study conducted by Advertiser Perceptions for Casale Media that surveyed more than 150 media buyers, managers and planners at leading advertisers and agencies in the United States. The report examines the factors contributing to online display and video media decisions.
Read More: Casale Media