Leading Operations Online
Editor's Note: Scott Savage's post originally appeared on his blog: scottsavage.net.
This week I attended the AdMonsters cn-us-22 conference in New York Metro. It was my first Admonsters conference, and was very interesting mainly from publisher, pain point, mobile and industry landscape perspectives.
The key observations...
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Last week the AdMonsters descended on the land of Bon Jovi and Springsteen ready to "embrace their inner jersey" as well as, you know, talk about topics important to ad operations. And believe me - there is a lot to talk about. Let's get down to business and recap some of the trends, take-aways and themes from the event that stood out.
Publishers have gotten away from their clients
A powerful statement from Jason Kelly's keynote speech and one that resonates in the wake of buy side solutions filled with acnomyns like RTB and DSP. Who is doing the buying and who is doing the selling in this new type of media work flow? It's not clear anymore. It's a call to action for publishers to reconnect and work directly with agencies and advertisers.
Give them what they need...
The AdMonsters community is comprised of the top Ad Operations professionals in the industry. In a new feature for our site, we'll highlight members and ask them about what they are working on as well as their thoughts on a variety of topics.
This week we feature Julian Zilberbrand, Vice President, Group Director, Technology and Ad Operations, MediaVest USA.
What's your current role? If you were at a dinner party with people who don't understand ad operations - how would you describe what you do?
I am the VP of Technology and Advertising Operations. The best way I can describe what I do is this: I oversee the team that implements, tracks and reports on all advertising we do in a digital environment. I also oversee terms and conditions for the agency...
read full postEditor's note: Originally posted on the Operative Blog.
That seems to be the latest measurement buzz word. Now…let me ask in a different way.
Can your Ad Sales and Ad Ops teams scale to achieve the NEW technical demands of media buyers?
In 2010, digital publishers in the US and Europe that are not a top 20 site in their market, will leave more than $500,000,000 of ad revenue on the table. In fact, if you divide that number into the top 300 publishers on the internet, that’s $1,600,000 per publisher. Most of that money will go to the big publishers who can get the job done…the ones that can easily execute complicated marketing programs because they have the staff, systems and processes to support them....
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Despite a troubling economic climate for the advertising industry as a whole, 2010 is poised to be a banner year for online display advertising. Courtesy of a host of innovative data driven targeting innovations from companies like BlueKai and eXelate we can increasingly deliver on the promise of the “right consumer at the right time.” But what about the “right place”---one that conforms to the basic terms of a client’s standard IO regarding such issues as proximity to content like hate speech, violence, drug usage, etc? Despite great results from this new generation of data driven targeting, digital media continues to command little more than 5% of all brand dollar spending. And 67% of major brands polled by e-consultancy say that the number one reason that they are not investing more in digital is a lack of source level transparency (and frankly trust)...