CEO Moore On 24/7 Media: We’re A Tech Company,
Not An Agency
At a time when data and technology are an integral part of the advertising/marketing chain, the concept of the traditional ad holding company is changing.
Once thought of as mere tools to be accessed on an ad hoc basis, data and tech are now central to the process of media buying and planning. That was probably part of the thinking of WPP Group’s Sir Martin Sorrell five years ago when he surprised many tech M&A observers and beat out Microsoft to acquire interactive shop 24/7 Real Media for $649 million, which last week shortened its name to 24/7 Media. It followed that small, but noteworthy, bit of news with word of a strategic partnership with DG’s MediaMind, that is intended to put third-party online ad serving and TV
ad delivery squarely in 24/7 Media’s hands.
Although unrelated, the two announcements reflect the changes taking place in the larger business of advertising: on the one hand, it’s about the nature of expanding the function of the interactive disciplines within the agency realm.
It’s also about figuring out how to constantly improve the efficiency and accuracy of digital buys along audience buying by asking whether its best to build these skills in-house or out. The answer, Dave Moore, 24/7 Media’s chairman and CEO, told us, is sometimes all of the above.
Read more: AdExchanger
7 Ways to Make Your Brand More Pinteresting
Pinterest has recently emerged as a top social media site, and last month it was officially the third biggest online web property. It seems that Pinterest emerged from nowhere, and it is now the quickest growing independent web property ever.
For those who are new to Pinterest, it is an online pinboard where you can pin content that is interesting to you, organized on different boards.
Why Is Pinterest Great for Marketers? Pinterest is powerful for marketers for a few reasons. First and most importantly, people are on Pinterest and when they are there they are open to exploring. Fish where the fish are.
Marketing is about building awareness and getting in front of your audience, and as your audience flocks to Pinterest,
so should you. Second, and perhaps
surprising to some, Pinterest refers more traffic to other websites than LinkedIn, YouTube, and Google+ combined. This is because people in Pinterest are in browsing mode – they are looking for new sites and interesting content. The content on Pinterest is all linked to the originating sources. This means that it can be a huge source of traffic to your website. “Pinterest is the #1 source of referral traffic to my website…”
Read more: ClickZ
3 Easy Ways to Hype Your Social Site Affiliations
There’s a significant amount of cross-pollination in the digital media
space. Brands like to help each other out. They do it because they’re drawn to success – the success of social media properties, for example, in obtaining a critical mass of users. Like those users, consumer brands also have the capacity to recognize the potential in a good online product or service. Hence, they create Facebook pages and Twitter feeds and YouTube channels galore.
Whether they realize it or not, consumer brands endorse media brands by utilizing their services. Media brands, in turn, rise in stature due to their usage by consumer brands. It’s a win-win situation made even more promising when digital marketers choose to actively leverage it. Promoting a brand’s participation in social media helps to increase exposure and create a following, yes. But it must be taken seriously. In other words, as important as it is to create a campaign around your product itself, the value of doing the same for your media affiliations shouldn’t be overlooked. Treat them as a media buy in their own right and you can earn a sizeable return on investment.
Read more: Click Z
New Video Ad Metric Doesn’t Have You At Hello, Suggests You Complete Me
Forget about click-through rates. When it comes to online video advertising, it’s the “completes” that count, according to new research from Vindico. “Click-through rate was created in a neophyte ad world dominated by display and search,” according to the video ad platform.
“It should play a small part in measuring the success of
a video campaign
alongside other more powerful measures, like completion and engagement.” Rather, advertisers should evaluate a range of variables when evaluating performance, such as whether their video ad ran as in-banner alongside content or “below the fold.”
These situations would likely account for high impressions with low CTR as viewers are most likely not viewing the ad when it’s playing at the bottom of a page. Judging by “completes,” mid-roll is the clear way to go, as they achieve the highest completion rates (94%) of all ad positions in 2011, Vindico found, based on tens of billions of ad impressions served in 2010 and 2011.
Video ads placed during long-form content had a higher completion rate — 88% — than those placed with short-form content, 76%. In other
words, a viewer who makes the commitment to watch a 30-minute episode is more invested in watching the associated ads, while a comparatively less-invested viewer “snacking” on short-form videos is somewhat more likely to click away when presented with an ad, Vindico finds. Completion rates across site types indicate that premium content on video centric sites yield higher completion rates.
Read more: MediaPost
Instagram Deal Sharpens Facebook’s Mobile Focus
Aiming to remain a key hub for sharing photos, Facebook acquired mobile photo application Instagram for $1 billion in cash and stock. The transaction — Facebook’s largest to date — also underscores the company’s efforts to bolster its mobile offerings. Instagram will continue to operate as an independent business under the same name.
Facebook CEO Mark Zuckerberg said in a post that the acquisition would enhance the ability of Facebook users to upload and exchange photos among family and friends.
“We need to be mindful about keeping and building on Instagram’s strengths and features rather than just
trying to integrate everything into Facebook,” wrote Zuckerberg. “That’s why we’re committed to building and growing Instagram independently. “Millions of people around the world love the Instagram app and the brand associated with it, and our goal is to help spread this app and brand to even more people.” Launched in October 2010, the Instagram app now has more than 30 million registered users.
Read more: MediaPost
Year Later, What We’ve Learned About Private Ad Exchanges
If 2011 was the year of testing for publishers who operate so-called private ad exchanges, 2012 looks like it may be the year of putting lessons into action. Private exchanges began popping up in late 2010, with the goal of increasing the price of online-ad inventory that was going unsold by direct-sales teams.
To accomplish that, publishers license real-time bidding technology from tech partners. It helps them orchestrate auctions for ad impressions and determine which buyers get access to inventory, as well as what inventory is made available at what prices. Though exchanges have perhaps dozens of other characteristics, that’s where the standardization ends.
That’s because publishers who have taken the leap have charted vastly different paths, employing sometimes contradictory business rules, forcing advertisers and the trading desks and technologies through which they bid on audience segments to learn about each on the fly.
Take, for example, the thorny problem of whether to sell private-exchange inventory to advertisers already making more-expensive ad buys from the sales team. Some publishers fear that big-spending direct advertisers will spend less or stop spending
altogether on reserved inventory if they see how much cheaper the unreserved inventory is in the private marketplace.
Read more: AdAgeDigital