'Ad Serving' Category

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.

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

Why Brands Partner with DSPs

Posted by Bill Guild on May 19th, 2014 at 3:04 pm

According to an Adage article last November, chief marketing officers are starting to work more closely with Demand Side Platforms (DSPs). Since many brands already partner with SEO services and retargeting services, it shouldn’t be surprising that this practice is spreading to programmatic media buying.  At the time of the CMO Club survey, 15.4% of CMOs polled were already working with DSPs to buy digital ads.
Some of the trade-offs of purchasing directly or through an agency are obvious.  Brands that purchase directly from vendors forego the agency’s expertise in programmatic disciplines and their experience with multiple vendors.  On the other hand, they forego the agency fee as well. Whether they buy programmatic through an agency or directly from the vendor is an individual brand decision and shouldn’t get in the way of a programmatic partnership.  Brands who build a partnership with their programmatic vendor, regardless of the billing relationship, will reap some not so obvious benefits.
Strategic Partnership
Certainly brands have a strategic partnership with their agencies.  That partnership helps them optimize their media mix, unify their messaging, and plan a complete program for building their brand and driving their revenue.  Strategic partnerships with programmatic partners also help brands excel.  Programmatic platforms... Read more