Summer is over, and so, too, is LifeStreet Media’s Summertime Fun Marketoon Series. We hope you’ve enjoyed and learned from this 10-week series of marketing cartoons or “marketoons” highlighting some of the absurdities, humor, and challenges inherent in our quickly changing industry.
We wanted to end this series on a high note highlighting with one of the biggest opportunities in digital advertising today: real-time bidding. As I recently discussed in my presentation “Going Big By Going Small,” taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
This same thinking – this same SMALL thinking – is important in understanding the decidedly huge opportunity that is RTB. eMarketer projects that RTB will capture one in five ad dollars this year, accounting for $3.36 billion in the US alone. Why RTB is so big is the topic of many likely future blog posts, but some of the value can be summarized as this: granularity, or, more specifically, precision. With RTB, as inventory becomes more liquid, advertisers can access precisely the impressions they want, where and when they want them. Publishers, in turn, can take steps to receive market-clearing prices for those impressions. In a nutshell: with RTB, there’s no need to buy the crap.
On that note, we wish you all a wonderful Fall season filled with opportunities, successes, and a great deal of humor.