'Media Planning & Buying' 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

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

Publishing Has Changed Profoundly. Now Advertising Must.

Posted by Roy de Souza on June 2nd, 2014 at 10:32 am

I read an interesting piece by Om Malik, legendary tech journalist and founder of GigaOm last month. Om said that while the future of news may be bright, the business of news is still in the dark ages. He goes on to say that Madison Avenue really needs an intellectual rebirth so it can quit just adapting old forms of  print advertising to the web.
Om says, ” the intellectual makeover of Madison Avenue hasn’t even started yet. We are still trying to retrofit old ideas of advertising on to today’s media models.”
And then, a bit further on in the piece: “The heroin of web media is CPM-based advertising.”
CPM based advertising without tracking performance is an issue. That is why most media buyers always monitor click through rates on CPM buys. CTR is an important performance measurement for the industry. Since our founding, we at ZINC have done nothing that isn’t an effort to drive up performance for advertisers. We’ve invented new ad formats, and iterated and iterated non stop to improve performance: especially CTR.
None of this technology from either ourselves or others on the Lumascape has yet helped the advertising business arrive any real change on its side. Basically, advertising is based... 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

Moving from Like Ads to Promoted Posts? How to Keep Likes Rolling In

Posted by Betsy Smith on May 20th, 2014 at 12:56 pm

Facebook has changed the game, now in order for brands to have any reach at all budget must be allocated to Promoted Posts. It’s a good time to rethink Facebook page growth strategy.