'Ad Serving' Category

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

Should You Outsource Your Ad Ops?

Posted by Roy de Souza on June 16th, 2014 at 8:08 am

Advertising Operations (aka Ad Ops) is critical to both the buy- and sell-side of digital media. A well-oiled Ad Ops team with technical expertise and the ability to turn  campaigns around quickly helps an organization run seamless operations and in turn achieve revenue goals.
Over the years, Ad Operations has evolved from being a highly technical task to a more process-driven activity requiring diligence and meticulousness as its most important skills. This of course has been driven by the simplified UI’s and workflows of most of the Ad Servers used today (barring a few, I should say).
Managing an Ad Ops team however, presents its  own challenges. From ever-increasing costs to employee retention, many issues grab the time and attention of upper management. Some of these challenges though can be mitigated by outsourcing your Ad Operations activities.
Although there are many advantages to outsourcing Ad Ops, there are a few important ones. The most important of these is cost effectiveness; it’s usually less expensive to outsource. Based on the Ad Monsters Salary survey for 2013, an organization can save up to 50% in salaries when it outsources a regular Ad Trafficker position. Savings can be greater if you include the “burden” — almost a third more than the salary for benefits, management... 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 future of TV advertising

Posted by Agata Smieciuszewski on June 3rd, 2014 at 11:54 am

Will digital and TV ever align with each other? Simulmedia CEO Dave Morgan took the stage at the iMedia Entertainment Summit to delve into how changing technology will affect the landscape of TV advertising. In the past, tracking actual viewership patterns has been difficult,  but new data sources and web-spawned ad technologies are affecting the way we look at media spending in this context.

Simulmedia uses TV viewing and marketing data to help improve the relevance of TV advertising. By leveraging data to avoid irrelevant and redundant audiences, brands can better target their messages and at last calculate true ROI for television advertising. As it turns out, television has the capacity to drive a massive amount of conversions. Proper audience buying is the key to higher conversion rates -- and the data shows a 571 percent return on media spend when done right.
Morgan noted that, in most major campaigns, 20 percent of the target audience is not being reached. This creates a huge opportunity for brands. Leveraging data to reach these missing audiences will enable a brighter future in TV advertising.
"Young family watching TV together at home" image via Shutterstock.