Circ.us » ad networks http://circ.us Circ.us is a creative communications firm that helps brands tell stories through innovation and participation. Tue, 16 Mar 2010 11:48:08 +0000 http://wordpress.org/?v=2.8.2 en hourly 1 Digiday: Networks Keynote Debate (raw notes) http://circ.us/2009/06/digiday-networks-keynote-debate-raw-notes/ http://circ.us/2009/06/digiday-networks-keynote-debate-raw-notes/#comments Mon, 08 Jun 2009 13:31:23 +0000 Adam Broitman http://amediacirc.us/?p=1521 Over the last few years we have witnessed juxtaposing ideas that have created an interesting paradox in the world of media strategy. On one hand, targeting has allowed media strategists to get very granular with their creative messaging, and on the other hand, the veritable glut of media inventory has commoditized certain segments of the media marketplace, resulting in the same type of one size fits all creative that has always existed.
As top tier creative media strategies roll out left and right, there remains a significant amount of untouched inventory that is on the market for pennies on the dollar. This pool of inventory is so large; without effective ways to access these impressions en masse, it is likely that many of them will go untouched or suffer the fact of being significantly undervalued.
What is the solution for publishers seeking to unload these impressions for more than a few pennies; and for advertisers to effectively scale their targeted media buys—without sacrificing creativity? Are ad networks doing an adequate job of helping advertisers sift through sea of ad impressions, or are they simply creating a commoditized marketplace? These were a few of the questions that faced Moderator of Digiday’s Keynote Debate, Masha Geller and her esteemed panel
•    Brian Quinn, VP/General Manager, Digital Ad Sales, The Wall Street Journal
•    Darren Herman, Group Director, Head of Digital Media, The Media Kitchen
•    Joe Apprendi, CEO, Collective Media

Are we dealing with an hour glass marketplace where there is a top tier of inventory and a secondary tier?

Brian Quinn—Reluctant to get on board with ad networks
60% of WSJ sold across their own network
“We don’t want to be dinosaurs and not realize what is happening in the marketplace”
…but brands still want to be in well light environments
Masha asked, “do you consider yourself and ad network?” He did not say yes, but did not say yes
Lack of integration is a problem (multiple agencies working on creative versus media)

Darren Herman—When was the last time you saw a full page print walk into a store and make a purchase?
We don’t, audiences buy things.
We believe network inventory can be premium; although we don’t use the term premium non-premium—we use reserve, non-reserve
Different audiences allows for more creativity in the art of persuasion
What does higher impact mean for sales?
Vertical Networks are important

Joe Apprendi—

Applauds the OPA for its newest ad standards. Last time they issued standards was 2002
Hopefully the OPA will influence the IAB
A lot of people lump behavioral targeting into one bucket, but there are multiple types of behavioral—Top Funnel/Low Funnel
We have the who and the where—the big question is what (referring to creative)

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]]> http://circ.us/2009/06/digiday-networks-keynote-debate-raw-notes/feed/ 0 Digiday: Networks http://circ.us/2009/06/digiday-networks/ http://circ.us/2009/06/digiday-networks/#comments Mon, 08 Jun 2009 10:56:04 +0000 Adam Broitman http://amediacirc.us/?p=1513 If you are in the area today, stop by Digiday: Networks (well, you cannot just stop by, but if you really want to come and do not have a ticket–I have not used my plus one :) )

I will be leading an all-star panel at 12:15 about the future of Ad Networks. More to come later today (as the future is so bright…)

12:15pm: The Next Generation Ad Network: What are the emerging digital network models for publishers and advertisers across platforms? How will the branded, performance, video, mobile, social networks evolve and offer more effective advertising for brands and return for publishers? What are the bleeding edge technologies behind them? And how has a tight economy given them life as the next big thing for content owners and brands? Will networks shift from selling impressions to purely selling data? Shift from site-specific to audience-centric media buying?
Moderator: Adam Broitman, Founder and Ringleader, circ.us

Speakers:

Bant Breen, President, Digital Communications, Initiative Worldwide
Paran Johar, CMO, JumpTap
Andy Monfried, CEO, Lotame
Rob Gorrie,  President, Adcentricity
Chris Riggs, CEO, Imirus

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]]> http://circ.us/2009/06/digiday-networks/feed/ 0 Who Is Responsbile For Monitoring Contextual Advertising? http://circ.us/2008/07/who-is-responsbile-for-monitoring-contextual-advertising/ http://circ.us/2008/07/who-is-responsbile-for-monitoring-contextual-advertising/#comments Wed, 02 Jul 2008 12:25:55 +0000 Adam Broitman http://amediacirc.us/?p=683 One of the major value propositions of advertising online is the ability to target users with relevant messages. The problem is, algorithms used to do such targeting are not humans. Therefore. there are often issues with algorithms being to literal.

I just returned from a behavioral targeting summit where I heard such comments as, “help, my computer thinks I am a 40 year old female” (from a 30 year old male of course).

So how far have we come in our quest to be hyper relevant marketers and advertisers?

It is my contention that we have come a long way, but when I see examples like the ones below, I realize that there is still a long way to go.

This morning I saw another example on CNN of contextaul gone wrong. The article spoke of how ads from John McCain appeared on sites that vilified Barack Obama.Needless to say this is less than political and the ads were pulled (I am sure the media buyers had a great night).

If you are a media buyer purchasing ads on networks to save time, you may want to rething your strategy!

Those of us in the business know there are efficiencies to be gained from networks, but I can tell you from personal experience that there is a lot of danger out there for advertisers.

As an agency executive, it is your job to protect your clients from such dangers!

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