Leading Operations Online
More than ever, media companies offering video campaigns straddle both sides of the traditional/digital divide. In some cases, we see ad budgets shifting from TV to digital. In others, we see the opposite pattern. While that’s opened up all kinds of new opportunities for both broadcasters and publishers, the lack of common systems and metrics makes it convoluted and time-consuming to manage their sales workflow. They also have to figure out how to measure results and report back to clients—what’s GRP even mean when you’re used to impressions?
As digital and traditional media converge, publishers and broadcasters need to think deeply about cross-channel order management. To help us understand what that might mean, we got on the phone with David Christopher-Morris, WideOrbit’s VP Product, WO Digital Hub, North America; and Will Offeman, WideOrbit’s EVP, Engineering. David came to WideOrbit through that company’s acquisition of Fivia, whose digital order management system has been rebranded as WO Digital...
Although audience extension campaigns are really about creating inventory by accessing third-party sites, they tend to have multiple purposes.
The advertiser may be trying to reach a highly granular segment with limited on-site presence. The publisher may have limited pre-roll video inventory, so they will hunt down their audiences in third-party streams. The advertiser may want to use a lookalike model of a publisher segment for prospecting.
So in using extension for publisher marketing—which we wrote about in great detail last week—you have to be clear about your objective. What is it you really want from this extension campaign?
Are you merely trying to drive deeper engagement from your current readership or bring more attention to a new section or service? Straightforward retargeting might work – and this is a handy way to boost sponsored content or other major initiatives with or without a brand...
As publishers are clamoring for solutions to offer more native ad inventory, their reasoning makes sense, intuitively: Native performs better, because users can consume it seamlessly along with content.
But try telling that to advertisers in so many words. Advertisers have long been skeptical about the metrics behind stories of superior native “performance.” And why shouldn’t they be? They’re paying top dollar for it.
Well, Jumpstart Automotive Media recently reached out to AdMonsters with some stats intended to settle advertisers’ native worries. The automotive marketing company kindly shared some telling metrics on its native units developed by an in-house creative team.
Jumpstart trumpeted engagement rates as high as 96%, video completion rates of 55%-85%, and (in the case of one native unit) click-throughs 8-10 times higher than instances without the same sponsor call-out in the link. Those are the kinds of numbers you’d want to show off to advertisers, right?...
Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers of all sorts and sizes (as well as advertisers and technology providers) to reap the rewards.
So now that publishers are making audience extension work for their advertisers, why not also put that technology to work for internal initiatives? Pubs are already using on-site inventory and data targeting for their own marketing—think house ads and native content, for example. It’s easy to imagine pubs pushing house ads and content through existing programmatic pipes and across third-party digital properties, not just their own.
In that sense, there’s an opportunity for ad ops to use the technology already at their disposal to discover and target users via the same...
We’ve written a bit in 2016 about visual monetization, and how much the marketplace has matured through smarter technology and growing interest and attention from publishers. There are factors we can discern anecdotally, or by looking at the broader digital market and extrapolating. But it’s more valuable to have fresh data around what’s driving these changes.
To that end, NetSeer recently conducted a survey of publishers about the way they’re monetizing visual content, the challenges they’ve experienced, and what they want to do with it in the future.
“We’re seeing a dramatic shift for publishers, acknowledging in-image as a viable way to enhance...