Leading Operations Online
The prominence of revenue operations as a critical function within the digital media world has had its ups and downs.
While programmatic and other indirect channels have proven ops as a serious revenue center, it’s also forced the department into highly unfamiliar territory such as creative development and user experience. And this more prominent role attracts the interest of other groups across the organization such as legal, IT/security and privacy/risk.
AdMonsters has long noted that ops professionals are the gatekeepers at digital publishers when it comes to advertising—nothing gets on the page without their (sometimes forced) approval. However, the the digital advertising industry is at a unique intersection: publishers’ revenue teams are eager to try any and every monetization resource as traditional digital revenue streams wane; however, creative has also never had such a high potential to be annoying, intrusive, alienating,...
Many digital people hear terms like C3 and C7 and instinctively roll their eyes—“What’s that linear talk got to do with delivering video impressions to target audiences?”
But this overlooks how the freshness of content—say, how many people viewed said content within three days or a week of its release—plays into advertiser measurements of reach and frequency, particularly when it comes to new, unique audiences.
If linear and digital truly are converging, there’s a fair deal the digital side can learn from linear, argues WideOrbit EVP of Engineering Will Offeman, starting off with the timeliness of the content ads are running with. Ultimately, this will pave the path toward a digital GRP and true unified campaign performance measurement between platforms.
GAVIN DUNAWAY: What can digital publishers learn from local TV stations’ experience putting content on alternative media platforms?
WILL OFFEMAN: The core...
Despite the wonders of screen proliferation, everyone—advertisers and publishers alike—wants to be on the TV screen. It’s big and captivating—the TV screen sucks people in and demands their attention in a way that no desktop or mobile device can.
The rise of Connected TV (CTV) and over-the-top (OTT) devices are fulfilling digital publisher dreams of reaching the promised land of the TV screen. But getting your content up on the tube is no cakewalk, and of course monetizing it leads to a whole other host of challenges.
However, the programmatic space offers some intriguing propositions for publishers venturing into the Wild West of Connected TV. We chatted up Alex Bornyakov, CEO and Cofounder of programmatic video specialist VertaMedia, about the many moving facets in the CTV space, including the lack of standards around delivery and measurement, the ups and downs of server-side stitching, and benefits of both open and...
In front of us, the PubForum main room dais. To our right, a palm-tree-lined waterway where someone else’s yachts are docked just beyond arm’s reach. Must be AdMonsters Publisher Forum in Miami, at the luxurious Eden Roc resort! If you’re here with us, hopefully you brought your most outrageously casual tropical shirt—heck, Rob Beeler certainly has—and if you’re following along at home, get your shades ready.
We’ll be live blogging keynotes and select other sessions here in the main room at PubForum 40. Keep an eye on this space if you weren’t able to make it down (your loss—this place is pretty sweet, and so’s the weather), because we’ll be updating it intermittently throughout the day on both Monday and Tuesday.
First up, AdMonsters Chairman Rob Beeler will welcome the assembled crowd at 9 a.m. At 9:20, he’ll introduce our first keynote, Keith Grossman, Global Chief Revenue Officer at Bloomberg. Keith will be speaking on the topic of “Why Today, Tomorrow and the Next Day Are the Most Exciting in Digital Media.”
9:06 a.m.: Rob walks...
Look upon the pages of AdMonsters.com to see the woe mobile monetization has caused publishers. With 2016 likely marking the close of the mobile interstitial age, pubs are frantically searching for revenue opportunities. But prime ad inventory has been sitting, waiting to be discovered: images.
“We’re quickly becoming a mobile-first company in terms of revenue,” says Amir Bahkshaie, Head of Product for visual monetization specialist NetSeer. “On certain days this quarter we’re starting to see higher mobile revenue than desktop revenue.”
Whether complementing or serving as an alternative to display, mobile in-image advertising is providing publishers a serious bump in the channel. But just like with other formats, Bahkshaie warns that mobile is quite different from desktop on both the user side and the back-end. In this conversation...