All posts by admin

MediaPost Publications When Is An Ad An Ad? Only Time Will Tell 05/27/2014

I think we are only beginning to see the tip of the content & native advertising backlash. It’s going to be a rocky road ahead for publishers, advertisers, and tech.

What readers will despise is figuring out that publishers have been greedy participants in a conspiracy of deception. And when they do, nobody will sweat an ad on the cover of Time magazine. Because then the mechanism will go in reverse; the universal mistrust of advertisers will transfer to the publishers who have been helping disguise them. And all parties — except the public — will get what they deserve. — Bob Garfield, MediaPost

MediaPost Publications When Is An Ad An Ad? Only Time Will Tell 05/27/2014.

What you need to know about the brand-new native ad exchanges | VentureBeat

This is an excellent primer from VentureBeat on not just “Native” but also on the fledgling world of native exchanges. The development and adoption of native marketplaces will lead the way for delivering native solutions at scale. The exchanges will make it easier for editors to maintain control over what appears on their sites and for advertisers and brands to operate with transparency and the knowledge that their brand will only be run alongside AAA content.

OpenX Native Solution

From the article:

Native exchanges abide by the same biddable auction structure, but the inventory being bid on is one of the newly recognised native ad formats, such as an in-feed ad or recommendation widget. The key benefit of these new native formats is that they are placed where audiences are already actively looking for content; a study from IPG Media Labs showed that audiences look at native ads 53 percent more frequently than display ads.

From MediaPost:

“We know that marketers’ greatest loss in value is most often inattention to ads,” said Kara Manatt, vice president of consumer research strategy at the IPG Media Lab, and co-author of the new research.

Whether native ads will continue to hold consumers’ attention once their uniqueness wears off is another question, but, as Manatt added: “Past research shows us that neither overly intrusive nor easily ignored ads are effective … This study validates that we are on the right path to finding that middle ground.”

What you need to know about the brand-new native ad exchanges | VentureBeat | Marketing | by Chris Schreiber, Sharethrough.

The CMO’s Guide to Programmatic Buying | Digital – Advertising Age

Since I recently read in the WSJ that only 23% of CMOs both “understand what online programmatic is and use it in their marketing strategy” I think that this AdAge report would be a useful thing to read and share with the CMO in your life.

WSJ CMO Programmatic Chart

"What’s driving programmatic is digital delivery and data. If you think about where digital display and digital video are, it’s easier to apply programmatic in those spaces. I have very little doubt that digital out-of-home, digital television and radio will follow." John Montgomery, GroupM

The CMO’s Guide to Programmatic Buying | Digital – Advertising Age.

Bite Global’s head of content claims Content Pollution becoming ‘a genuine problem’ | The Drum

Bite Global’s head of content claims Content Pollution becoming ‘a genuine problem’ | The Drum.

“It means that people’s feeds and inboxes – all those posts, blogs and tweets, they’re filling up peoples lives. A lot of that content is un-targerted, it’s simply pollution. It’s getting in the way of people getting stuff done and it’s not adding any value,” he continued before offering his own personal solution.

Mike Harvey, Head of Content, Bite

AOP Advertising: Programmatic Workshop

Programmatic TradingChairing and moderating the AOP workshop today was enlightening. A couple things stood out to me:

  • The size and scope of programmatic is gigantic and the rate of adoption is accelerating. We are, as an industry, finally getting there
  • Real, widely adopted programmatic trading — not just ‘remnant’ — is going to skip the web entirely and really come into its own in mobile, specifically in-app
  • All sides of the equation — agencies, tech, publishes — are in agreement on mobile being huge, programmatic being crucial, and a marked shift away from directly traded deals
  • If you want a job in digital advertising, you’d better get good at math! Unanimously, the presenters and panelists said that in looking for a candidate, they want someone with clear quant skills

The speakers for the day were:

  • Bill Swanson, Pubmatic
  • Todd Tran, Nexage
  • Paul de la Nougerede, AOL HuffPo
  • Sam Sherson, Guardian
  • Katie Eyton, MG OMD

Each did a great job but I think Todd’s session really hit home for me and the attendees. The stats around mobile and in app advertising are staggering, even if the revenue sits largely in the hands of 4 companies — Google, Facebook, Twitter, and Rovio. For now.

Teemo Paper launched

Paper WP LogoI’ve recently built and launched a customized Paper for Teemo. It pulls in articles, feeds, tweets, etc. from the wider business world of adtech and digital media. It’s great from a personal perspective as it floats articles of interest up to the top of my daily reading stack and publishes them all into a nice, easy to read format. A friend called its ‘RSS on steroids’.

I’ve published it publicly and embedded it on the site. Feel free to sign up or create your own paper if you haven’t already.

My only gripe so far is the limit of 25 sources (including twitter feeds and hashtags, some of which are very ‘light’ in new content) seems a bit too restrictive.

Teemo launches Pixalate in the UK

PixalateI’m delighted to announce that I’ll be the exclusive UK representative of Pixalate, the most advanced provider of real-time media analytics, across campaign reporting, analysis, and optimization.

Pixalate has been storming in the US and has garnered the attention of the ad tech investment community, recently raising over $5M USD. As part of their rapid growth strategy, Jalal Nasir, founder and CEO of Pixalate, has seen the opportunity in the UK.

The platform offers insight and campaign optimisation for buyers and sellers via an elegant UI rich with charts, graphs, and all the information operations and planning teams need to ensure their campaigns are optimised.

Pixalate is integrated with all the leading DSPs including AppNexus, MediaMath, Googele AdSense, Turn, Atlas, and many others.

I’ll be meeting with agencies, publishers, networks, and others across the online media landscape in London to give them a taste of the product and to get their feedback. If you’d like to arrange a time for me to come in and talk about Pixalate, please let me now by filling in the form on this page.