Digital Ad Firms Expand Staff As Market Resumes Growth
Despite continued difficulties in the wider employment market, companies in the digital advertising sphere are aggressively recruiting talent. A plethora of vacancies across the market -on both the sales and agency side – this January suggests the slowdown of the past two years is officially over, and the market is once again returning to a healthy rate of growth.
“The market is definitely picking up again for us. Even in the worst times digital was quite active, but the trend is certainly on an upward trajectory,” commented Tim Cecere, human resources director for WPP-owned agency conglomerate GroupM. “This year compared to last year we are more aggressive, and much more aggressive than two years ago,” he added.
Digital agency R/GA lists over 60 vacancies for its New York office, 13 for its San Francisco office, and nine for its base in Chicago. Rival agency ZenithOptimedia says it chose to hire last year in an attempt to beat its competition to the talent. “We took advantage of the market and hired around 35 staff on the digital side,” said John Nitti, the company’s SVP and Managing Director of integrated planning. “We have about 12 or 15 vacancies open right now, and we’re also focusing on staff retention.”
Read More: ClickZ
DSPs and real-time bidding: six trends to keep an eye on
Econsultancy’s Demand-Side Platforms (DSPs) Buyer’s Guide has been published this week, which contains a detailed analysis of how real-time bidding (RTB) and DSPs are revolutionising the online advertising sector.
The 133-page report, which has a global focus and profiles of 16 DSPs, describes developments in the industry, with information about the main players and advice about how to find the right platform.
Here, I’ve tried to summarise some of the main points in the report into six key trends.
Static algorithms and transactions, bundle-purchasing of impressions and pre-negotiated prices will soon become a thing of the past.
Much of the display advertising market growth is driven by the recent developments in auction-based media and the increasing number of platforms facilitating real-time bidding transactions.
Impression-level bidding, predictive targeting and dynamic inventory allocation are just some of the hottest buzz phrases in the display advertising ecosystem as interest in demand-side platforms has intensified.
Read More: Econsultancy
Thinking About The Future Of Ad Verification
There appears to be good momentum in digital advertising for ad verification solutions, but where does it all end up? Can a “point solution” evolve into a sustainable, long-term business within the ad technology stack?
I’d argue more “points” will need to be added – especially if these companies want to “exit.” But first, let us review…
A Brief History
When pure-play ad verification companies arrived on the scene nearly two years ago, ad networks and publishers rejoiced.
[Record scratch sound here!]
Hardly. Agencies have been the happy ones.
As you may know, ideally with third-party ad verification solutions, agencies get to verify what they’re buying from ad networks and publishers as it’s stated on their insertion order (I.O.) agreements. For example, ad verification might confirm that a particular geographic requirement has been met (“target U.S. users only”) or that the context of the content in which an ad runs is deemed in or out of context.
Another benefit for agencies is that it allows them to say to their marketer client that they are insuring brand safety for the marketer’s campaign. With marketer’s hesitant to put their ad spend into digital, ad verification helps overcome the traditional mindset.
To date, it appears challenges still remain around ad verification being reactive rather than proactive. Rather than preventing an ad from being served before it hits a page, the technology may find out after the ad is served that it was an inappropriate placement. No doubt agencies want to prevent the phone call from the marketer: “I just saw my cell phone ad in a Gawker story about Brett Favre’s latest misstep.”
Read More: AdExchanger
AdMeld On Data
Close the blinds, publishers, as the AV club nerd sets up the film projector (wheezing the whole time): today’s educational film comes from revenue optimizer AdMeld and is called, “Data Is the New Black.” There’s a lot of confused and fearful chatter in the hallways these days about data, but do you actually know the many things that comprise user data? Or what collectors do once they get data? The video talks about real dilemmas such as data leakage, but also offers smart ways to make data selling work for you, including conversing with data buyers to learn more about your audience – all to a hip soundtrack made on space-age synthesizers. We hope everyone is mature enough to watch this video because, no, you don’t need a permission slip from your parents to view it on YouTube.
Read More: AdExchanger
Do You Have What — and Whom — It Takes to Compete in a Digital World?
We live in a world that’s increasingly connected, digital and mobile, and influenced by social networks. The shopping and media-consumption patterns of consumers are evolving at a dizzying clip. Entire industries such as travel and music have been largely reshaped almost overnight. Multibillion-dollar, digitally enabled companies evolve in a few short years.
All of this has the management teams of all sorts of companies asking a key question: “Are we prepared to operate in an increasingly technology-driven world?”
Companies that have the right leaders in place will be able to answer with a confident “Yes.” Spencer Stuart recently completed a global and multisector study to provide insights into this very issue. Through 50 interviews with top-level executives in nine industry sectors across North America, Europe and the Asia Pacific region, we honed in on a series of best practices for companies building their organization’s digital capabilities. Here are the top four pillars for solving the digital-leadership challenge:
Senior-level buy-in. Investments in digital require the appropriate buy-in and support of the board, CEO and top leadership because of the breadth of digital’s impact on the company. Digital is about more than simply a new approach to marketing campaigns; success ultimately will be measured by the seamless integration of technologies across advertising, direct response marketing, sales, supply chain, public relations, employee communications, and supplier and vendor relationships.
Read More: AdAge
Apple’s iAds “Will Fall Apart,” Says Yahoo’s Bartz
Yahoo’s outspoken CEO Carol Bartz unloaded on Apple’s new “iAds” advertising product, with which Apple is now trying to disrupt the media business.
Carol says iAds “will fall apart” because of Steve Jobs is way too much of a control freak:
“That’s going to fall apart for them,” Reuters quotes Bartz as saying. “Advertisers are not going to have that type of control over them. Apple wants total control over those ads.”
We agree. And if it’s not the control issue, it will be the production costs and the 40% cut.
In any event, iAds are off to a slow start. The WSJ reported last month that of the 17 big brands Apple touted at launch, only a handful have actually run campaigns.
Read More: BusinessInsider
Bing’s Latest Attack On Google: Use Facebook Data To Make A Better Search Engine
Bing is working on expanding its partnership with Facebook to provide users with search results based on Facebook “likes,” Kara Swisher reports.
Facebook has like buttons sprinkled across webpages. As more people click on what they like, Facebook can build a rudimentary search engine tracking people’s interests.
If Bing gets exclusive access to that data, and it proves to be useful, then Bing could have a minor advantage over Google.
That’s a big “if,” and a big “could.” We’ll see if any of this matters in the long run. For now, Google is still crushing Bing.
Read More: BusinessInsider
BranchOut — A New Facebook App That Will Kick Start Your Job Search
The guys at Superfan, made up primarily of former Tickle founders and employees (which was acquired by Monster for a gazillion bucks), have launched an interesting Facebook app that I like. It’s called BranchOut and if it catches on among the FB masses I think it could really be useful. Similar to LinkedIn, BranchOut is a business networking tool. It basically allows you to figure out what companies your FB friends work for so that you can network. If your friends are using the app, then you can also see who their friends work for, and so on. So, to put it simply, if you are interested in potentially getting a job working for widgets.com, you can do a search and find out which of your friends work there and then reach out to them directly to try and network your way in.
I downloaded the app this morning. The interface is clean and easy to navigate. I was immediately prompted to put my employment history in – just my job titles, company names and years of employment. When I go to my BranchOut profile, there is a complete list of all the companies where my friends work. The number of friends I have that are employed at each company are listed below. If you click on each of the company names, you get a list of jobs that are open as well as a list of my friends who currently work or have worked for the company in the past. (If the friend was a past employee, their dates of employment with that company are listed.) So, for example, I have one friend who works at Apple (sad, I know). When I click on Apple, I get five pages of of job listings that the company is advertising. It’s well organized and intuitive.
Read More: LetsTalkTurkeyBlog.com