'Ad Networks' Category

Help Advertisers Find Audiences with Viewable Impressions

Posted by Roy de Souza on July 8th, 2014 at 9:26 am

Advertising has always been a cyclical and tenuous business. The venerable department store magnate John Wanamaker, whom no one even remembers any longer, once said “I know half my advertising is wasted; I just don’t know which half.”  If there’s a blip in the market, advertising is always the first thing to go, and that’s why Madison Avenue is so competitive and littered with Type-A corpses.
What is different now from in Wanamaker’s time is the number of businesses  based on advertising as a business model, as though it can support an infinite number of publishers. Even Google had to diversify. They can’t ALL continue to exist. Before  the internet, we had far fewer publishers than we have now. Some just had to go. Like job opportunities in a downturn, advertising never goes away entirely, but it does shrink.
Advertisers are now choosing among a larger group of publishers, some of whom represent completely new concepts of content and new demographics. So what happens? If you’re a legacy publisher with advertising as a business model, one thing you can do is lower your rates, cut your burn.  Even the New York Times has had to do all this and more.   But there’s something else you can do: you can help advertisers find their... Read more

Social Media Helping Level the Playing Field for Craft Breweries

Posted by Neal Leavitt on June 29th, 2014 at 8:14 pm

Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more

What Does “Real-Time” Really Mean?

Posted by Bill Guild on June 24th, 2014 at 8:31 am

Within the realm of programmatic media-buying, real-time bidding is one of the most popular and well-known types. Many people associate this form of advertising with instantaneous action, and it is true that a media-buying decision is made within the span of 200 milliseconds, but split-second timing does not define “real-time.”
Real-time is a relative term. While it is commonly made analogous to actual elapsed time, it is actually based on events as well as timing. The computer industry coined the term as a way to describe a constraint in which an event creates an operational deadline for a system response to occur. In other words, real-time depends on the process at hand. Within a window of opportunity, an action needs to take place while it is still relevant.
Let’s pretend that you are driving home from a party. As you drive, you are bothered by a comment that was said to you at the party. It was put forth jokingly, but it left you offended, you suddenly think of a witty return to the statement made to you. You say it out loud, mockingly, to your car windshield, as though the person at the party can still hear you. With this, you... Read more

What Do Publishers Think About Viewability?

Posted by Roy de Souza on June 9th, 2014 at 8:15 am

Welcome to the moving target that is viewability. Admonsters has done a survey of fifty ad operations departments at major publishers to find out how publishers felt about the lifting of the MRC stay. Agencies and  advertisers are now empowered to buy on viewability. This will not be an easy shift, as there are still inconsistencies in how viewability is measured. There are about a dozen certified  testing companies, from Comscore and Nielsen to startups, and they all measure with slightly different methodologies even if they are looking for the same standard.
Survey respondents and recent event attendees have told Admonsters that “a  publisher’s viewability isn’t a single number but varies by ad position and page type and then by how the user interacts with the page. This creates an extra level of complexity with inventory management and forecasting— critical functions that are already difficult for publishers to manage.”
Three of the major findings from the research are:

Viewability won’t be taking most publishers by surprise as they have been actively trying to understand the impact by testing multiple vendors and taking steps to improve viewability. 74% of publishers have completed testing for viewability on their sites. Only 15% hadn’t even begun to test, and most of these cited cost as the reason.
While publishers see the... Read more

The Marketer’s Tool Guide to Knowing Their Audience [INFOGRAPHIC]

Posted by James Lamberti on May 28th, 2014 at 12:27 pm

The digital industry is losing sight of their audiences in today’s multi-device world. Having the ability to accurately recognize and reach their audiences on any device is a marketer’s recipe for success, but the landscape has become quite complicated. From tablets to desktops to iOS and Android, methods of identification across these different channels are sprouting up all over. Each of them claims to offer the “best” solutions for reaching audiences on each specific platform. And just like plants in a garden, some of these identification technologies will flourish while others will wilt away.
It’s also more than just the environments that matter in terms of where identifiers can perform; it’s the fact that the capabilities of each of these tools  are far from uniform. Some are known for their accuracy, some for their ability to scale, and others for their approach to privacy, but few embody all three. So, how can we find a balance?

In an effort to simplify this complex landscape for today’s digital marketers, we’ve put together “The Garden of Identifiers” -- an illustrated guide for navigating the evolving landscape of mobile identification to make sense of the tools available to reach, grow and connect with today’s... Read more