Leading Operations Online
NEW YORK (May 21, 2015) – AdMonsters, the premier community of digital media leaders, is hosting its 6th annual OPS NY conference on June 9 in New York City. This year’s conference is projected to be the group’s largest to date with an anticipated attendance of more than 500 guests, a 12% increase from last year’s OPS event.
AdMonsters’ OPS NY is a one-of-a-kind gathering for digital media professionals challenged with navigating the latest shifts in advertising technology while maintaining profitability. The conference agenda features 30+ in-depth sessions, keynotes and panels touching on everything from programmatic to connected TV.
“Building off last year’s success with OPS, we designed an agenda that covers essential topics in operations today at multiple levels,” said AdMonsters VP of Content Rob Beeler. “Viewability and cross-platform measurement are examples of topics at OPS where there will be discussion about the future but also what can be done today.”
Recently the tech media was awash in panic over mobilegeddon – end times were nigh as Google was switching up its search algorithm to favor mobile-friendly responsive design sites. However, mobilegeddon has long meant something different to digital revenue specialists: publishers witnessing increasing amounts of mobile traffic with dwindling revenue in return.
Mobile monetization efforts have come a long way over the last few years, but publishers remain flummoxed while advertisers are dismayed by channel performance. I chatted with Opera Mediaworks’ Mark Fruehan to get a better idea of the current mobile landscape, how publishers are approaching creative obstacles and just why a tech company would pay brands to make mobile ads.
Rob Beeler: What are your feelings about the future of the app economy? It always seems...
Believe it or not, the AdMonsters content team has been fretting about whether we have too much viewability in our OPS agenda.
What? How is that possible? There is no such thing as too much viewability!
Please – there sure is.
Yes, viewability is the topic du jour (du année? du decáde?), and the thought pieces and panels seem endless. AdMonsters has even started its own series on Hacking Viewability where we share homemade publisher viewability resources. How long until the appearance of a three-day event dedicated solely to viewability?
Well, that’s not going to be OPS. (We have to leave some space for programmatic sessions!) Yes, we are hitting viewability from multiple angles: how publishers are making reporting work to their advantage,...
Welcome to another edition of Viewability Hacks! We hope our last article featuring Ziff Davis' Chrome Extension awoke your inner ops McGuyver. This week, Whitepages shares its Inventory Request Template spreadsheet (download), which is actually handy for much more than viewability.
Jeff Mayer, a great AdMonsters resource who recently shifted from Whitpages to Shazam, explains: "The Whitepages inventory spreadsheet gives us the ability to quickly and accurately forecast available impressions for an unlimited number of targeted ad placements without needing to use an (expensive) third-party technology solution. It also calculates the necessary booked impressions needed to meet viewability...
Digital media itself may be a major disruption, but it is also an opportunity to explore new business models. Media agencies are constantly finding themselves in search of the next best media idea, strategy, or product. So how do they become better at working with digital or simply better digital agencies?
For some, the answer might be within planning, strategy or trading. All of these are very important to win big clients and attract talent that can sustain existing client portfolios. But in the increasingly complex world of digital marketing, the core of a successful digital media agency is operations – more specifically, digital operations.
Traditionally planners plan, creatives create, analysts analyze, and buyers buy. But who continues to activate media? Who manages data inputs and outputs? Who administers digital marketing platforms? Who is responsible for gaining expertise in new technologies? Who is able to audit the entire digital process?
All of these responsibilities (and more) fall under a new generation of ad ops...