Five Things Your DSP Can’t Do
Demand-side platforms (DSPs) are all the rage in online advertising today. Why? As buying and selling of online inventory moves from the relationship-driven, “three-martini-lunch” deal to a programmatic, impression-by-impression auction, advertising buyers are salivating at the opportunity to “cherry pick” the best inventory. So fire up your DSP contract, set your traders loose, and bask in the glory of online advertising victory! But hang on. The DSP promises of convenience and efficiency are certainly compelling. But the path to achieving real success in finding, engaging, converting and retaining your audiences and prospects online is much more complex than DSPs will admit.
Here are five functions a DSP cannot do for major advertisers…
Read More: MediaPost
Engagement Is Key For Rich Media Video Ads
When it comes to rich media ads on the Internet that employ video, engagement matters enormously. Environment, not so much.
That’s the major and in some ways surprising takeaway from a new study conducted by VideoEgg and comScore. The study examined the effectiveness of rich media video ads vs. traditional banners. The goal was to prove the theory that banner ads containing video are more engaging. In addition, the study gauged whether site environment — particularly contextual relevance — played a role in how well such ads performed. Overall, video ads proved to be more engaging — and engaging ads move the sales needle better than standard ads, the study found. (It was no surprise that VideoEgg’s AdFrame units — expandable placements that take over portions of Web pages — were roughly twice as effective as standard IAB banners at driving awareness.)
Read More: AdWeek
GroupM Will Be Watching Where Its Clients’ Ads Run, And Where They Should Not
In the biggest push yet by a major Madison Avenue player to gain some control over the sometimes capricious way that their ads run online, WPP’s GroupM unit has cut deals with two of the leading online ad verification services, and will integrate their systems as part of the tool chest that WPP’s agencies use to plan, buy and post their online display ads. The deals with AdSafe and DoubleVerify follow an intensive review of the major ad verification services, which included a month-long test involving half a billion impressions of online advertising inventory. “There’s always been the issue of are we getting what we asked for,” John Montgomery, COO of GroupM Interaction, one of the largest buyers of online media, tells Online Media Daily. “Just think of the staggering number of impressions we are delivered — there is no way of knowing that we are getting what we paid for.” Montgomery, who was part of the GroupM team that rewrote WPP’s terms and conditions of online advertising buys last year to gain more accountability for its clients’ ads and media buys, said the verification systems pick up where the T&Cs left off.
Read More: MediaPost
